The following is a submission from the Pier Corporation. Above, the Whiting Family. Below, the Gordon Family.
Some families visit the Santa Monica Pier for an afternoon. Others devote generations of their lives to it.
On Saturday, September 19, the Santa Monica Pier Corporation will recognize two extraordinary families whose commitment, stewardship, and unwavering support have helped define one of California’s most beloved landmarks. During the second annual A PIERfect Benefit, the 2026 Santa Monica Pier Awards will be presented to the Gordon Family, owners of Playland Arcade for more than seven decades, and the Whiting Family, direct descendants of the Newcomb Family whose devotion to the Pier has quietly helped preserve its history for generations.
Established in 2025, the Santa Monica Pier Awards recognize individuals, families and organizations whose extraordinary dedication has helped preserve, protect and strengthen America’s last great pleasure pier for future generations.
More Than Seventy Years of Making Memories
Few businesses have become as synonymous with the Santa Monica Pier as Playland Arcade.
Founded in 1954 by brothers George and Eugene Gordon and their father Morris “Pops” Gordon, Playland Arcade began with a simple dream—to bring joy, lights, laughter and lasting memories to the beachfront. More than seventy years later, that dream continues through four generations of family ownership, making Playland Arcade the longest-running family-owned business on the Santa Monica Pier.
Throughout decades of changing entertainment trends, economic uncertainty, devastating coastal storms, redevelopment proposals and the transformation of the Pier itself, the Gordon family has remained a constant presence, welcoming millions of visitors while preserving one of Southern California’s last authentic boardwalk arcades.
Today, Marlene Gordon, Joanie Gordon, Dana Picore, and Monique Giroux proudly carry that legacy forward. Now led by four women representing the family’s fourth generation, Playland Arcade continues to blend classic nostalgia with modern family fun while remaining true to the vision established by Pops Gordon more than seven decades ago.
The Gordon Family is being honored for more than seventy years of stewardship, resilience, and its enduring commitment to creating memories for generations of Pier visitors.
Quiet Champions of the Pier
The Whiting Family, direct descendants of the historic Newcomb Family, will also receive the 2026 Santa Monica Pier Award for a lifetime of dedication to preserving the Pier’s history and ensuring its future.
The Newcomb Family owned and operated the Pier’s commercial district for nearly three decades, helping shape the vibrant destination visitors know today. In the generations that followed, the Whitings continued that tradition of service—not through ownership, but through steadfast support.
Whenever the Pier faced challenges—whether physical, political or financial—the Whitings were there.
Most recently, their generous contribution made possible the publication of Santa Monica Pier: America’s Last Great Pleasure Pier, preserving more than a century of Pier history for future generations.
Their quiet generosity, unwavering advocacy, and steadfast belief in the Santa Monica Pier Corporation’s nonprofit mission have made the Whiting Family true champions of one of California’s most treasured landmarks.
“The Santa Monica Pier has always been about people,” said Jim Harris, Executive Director and Historian of the Santa Monica Pier Corporation. “Buildings can be restored. Attractions can change. But what truly defines the Pier are the people who dedicate their lives to protecting it. The Gordon and Whiting families represent generations of commitment, generosity and love for this remarkable place. Their stories are woven into the very fabric of the Santa Monica Pier.”
A Night Aboard the SS Rex
The awards will be presented during A PIERfect Benefit, Santa Monica Pier Corporation’s signature annual fundraising gala benefiting the nonprofit organization that curates the pleasure pier experience for locals, visitors and admirers.
This year’s celebration invites guests aboard the legendary SS Rex, transforming the historic Merry Go-Round Building into a floating casino that helped shape early entertainment culture on the California coast. Throughout the evening, guests will enjoy a glamorous Casino Night featuring signature cocktails, specialty culinary offerings, live entertainment, immersive casino gaming, exclusive auction experiences, and opportunities to celebrate the Pier’s remarkable past while supporting its future.
Guests who purchase casino gaming tickets in advance receive 50% off the day-of-event gaming price. Winners at each gaming table will earn raffle tickets for chances to win exclusive prizes throughout the evening, creating even more opportunities to support the Santa Monica Pier Corporation’s nonprofit mission.
Dress for the Crossing
Guests are encouraged to embrace the elegance of the era by attending in vintage attire inspired by the grand ocean liners of the 1920s and 1930s.
To help complete the experience, Adele’s of Hollywood, Los Angeles’ legendary costume house since 1945, is offering 15% off costume rentals and purchases to A PIERfect Benefit guests. With a collection of more than 10,000 costumes, Adele’s specializes in timeless vintage fashions perfect for recreating the glamour of the SS Rex. Guests simply enter the promotional code PIER at checkout to receive their discount.
Proceeds from A PIERfect Benefit directly support the Santa Monica Pier Corporation, an independent 501(c)(3) nonprofit organization committed to preserving and enhancing the Santa Monica Pier through free, year-round programming, including Youth Day, which welcomes underserved children from across Los Angeles County for a day filled with joy, play, and discovery, and the annual Pier 360 Beach Festival.
Early Bird pricing remains available through August 19. Guests who purchase tickets before the deadline receive 20% off admission by using the promotional code EARLYBIRD.
Tickets, gaming packages, sponsorship opportunities, and tax-deductible donations are available at: https://givebutter.com/pierfectbenefit2026
Arrive by Rideshare, Metro, Bus or Bike. The Santa Monica Pier is located at 200 Santa Monica Pier, Suite A, Santa Monica, CA 90401.
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