Santa Monica’s efforts to redefine itself as a destination for entertainment and experiences rather than primarily shopping and dining will take another major step this September with the debut of the Ocean Way Festival.
City officials and festival promoter Goldenvoice this week released new details about the inaugural two-day music festival, which will take place Sept. 26-27 on Santa Monica State Beach between the Pier and Bay Street. Tickets go on sale this Thursday, for more information click here.
Produced by Goldenvoice, the company behind the Coachella and Stagecoach music festivals, Ocean Way is one of the signature projects to emerge from the City’s Downtown Realignment Plan. Rather than relying on retail to drive economic activity, the plan seeks to attract visitors with major events, cultural programming, and public spaces designed to keep people in Santa Monica longer.
City officials envision the festival as an anchor for a new civic-events district on the beach known as “The Sandbox.” According to the City, the event is intended to generate tourism, support local businesses, and encourage overnight hotel stays while showcasing Santa Monica artists, restaurants, and businesses.
The lineup, announced last Thursday, features a mix of rock and electronic dance music performers. Proper Hotels will operate a VIP beach club as part of the festival.
The decision to make Ocean Way a two-day event was deliberate. The format was included in the City Council motion authorizing the festival concept, with supporters arguing that a weekend-long event would reach a broader audience than a single-day concert while attracting domestic travelers—a visitor market the City has been working to rebuild after a decline in 2025.
Santa Monica residents will receive early access to tickets through a resident presale beginning Wednesday, July 22, at 11 a.m., one day before tickets go on sale to the general public. Two-day general admission passes start at $399, while Premium Pit tickets begin at $749.
The festival is being planned as a transit-first event. There will be no parking at the venue, and organizers are encouraging attendees to arrive via Metro’s E Line, Big Blue Bus, bicycle, scooter, ride-share, or shuttle buses serving four remote parking lots.
Goldenvoice’s security plan includes bag checks, walk-through metal detectors, canine sweeps, and on-site medical facilities. The Santa Monica Police Department has been involved in planning the festival from its earliest stages and will provide officers to work alongside private security during the event.
The Ocean Way Festival is among the most ambitious efforts yet in the City’s campaign to reshape its identity. Along with investments in outdoor programming, downtown improvements, and the activation of public spaces through the Realignment Plan, city leaders hope the festival will help establish Santa Monica as a destination for experiences and entertainment rather than simply a place to shop.
Very early returns for the city are positive. The Goldenvoice announcement traveled well beyond the pages of the Daily Press to many publications including the Times, Variety, Rolling Stone, and Forbes.
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