St. Rocke Owner to Launch BeachLife Festival in Redondo Beach, Celebrating South Bay Music and Culture

Courtesy of The BeachLife Festival
Allen Sanford

Allen Sanford signed a ten-year partnership to lease site for festival, which is being built for live-streaming

Hermosa Beach venue operator and LA restaurant operator Allen Sanford is getting into the festival space with a new event for LA's South Bay, home to some of the most popular beaches in Southern California.

On May 3, Sanford will open the BeachLife Festival at Seaside Lagoon in Redondo Beach, presenting the area's first major multi-stage, three-day music and arts festival, curated by Jim Lindberg, lead singer of local punk band Pennywise who will serve as BeachLife’s creative director. The boutique festival will celebrate the legacy of Southern California’s surf and skate culture and South Bay lifestyle, celebrated on shows like Baywatch and later on Beverly Hills 90210.

"People from all over the world are drawn to the beach life," says Sanford, who plans to connect 12,000 attendees in the first one with a curated lineup of bands and high-end food and beverage offerings. He says he plans to create a full service dining experience where fans can sit on the stage for their favorite artists, and offer high-end pairings of wine, craft beer and local seafood from some of the region's top chefs and food concepts.

"The music would be what you might hear playing over the boombox while you're hanging out at the beach," Sanford explains. "We are going to give a nod to some of the legends that we think helped build the beach lifestyle in Southern California and pair them with younger bands that are part of this culture. We're not booking the bands that are going on the festival circuit -- we are more booking bands that really live and breathe beach culture."

Sanford, who owns eight area venues and restaurants including Hermosa Beach’s Saint Rocke venue and the soon-to-be-opened Venice West club and restaurant in Venice Beach, signed a 10-year partnership with the city of Redondo Beach to host the event on the 8.6-acre site, and plans to invest in the infrastructure to build out the festival space. Signing that long of a lease for a first year festival is extremely rare in the music space, with many organizers testing the waters and trying to prove their concept before locking down that long of a lease. 

"I wouldn't start a business plan for a restaurant until I had a space, not just for a year or two but for the long-term," Sanford says. "What we're doing with this 10-year-lease is fairly unheard of in music. I was born and raised here. I have a lot of businesses locally and they trust me."

Sanford grew up minutes from the festival site and has partnered on BeachLife with Rob Lissner, founder of the live streaming platform LiveList, which broadcasts dozens of festivals around the world on the internet and serves as a  hub for other festival live streams.

"It's kinda like the TV Guide to all the live streaming concerts throughout the world," says Sanford, who first launched LiveList at his 280-capacity Sainte Rock club. "We're an aggregation of every live concert from around the world, and then we also do our own. I've streamed about 700 shows both for myself and others."

That includes handing the streaming for KAABOO festival in Del Mar, California and events like the new Rolling Loud festival at Banc of California Stadium in Los Angeles and Denver's Decadence New Years Eve Party.

"We've been frustrated that nobody thinks through the content that the festival is going to generate until like a month before the festival happens -- it's always an afterthought," explains Sanford, who says BeachLife is being entirely designed around streaming. "You see a lot of times with live streams where they black out artists because they can't get them to agree to stream their performance. We're the opposite. We don't confirm artists unless they want to do this with us. Our site is being built for filming and a lot of the value we bring to our sponsors is offering the reach that we can give them online."

LiveList will broadcast all sets from The BeachLife Festival across its platform and Sanford has also partnered with Surfrider to raise money at BeachLife to increase awareness for marine conservation. Local surfboard shaper and SPYDER Surf shop founder/owner Dennis Jarvis will build out an interactive BeachLife surf shop and shaper's workshop on the festival grounds allowing fans to watch him make surfboards, like the original board he shaped for Patrick Swayze in the movie Point Break, which he recently auctioned off to raise funds for pancreatic cancer research.

"We're also planning some great under plays from the festival headliners at our venues during the same week as BeachLife," Sanford says. "Some of our artists are going to be doing warm up shows and secret shows at our venues as well. They're smaller shows and not everyone can make it, but we'll be streaming every day, every show, so that anyone can watch."

Tickets will be handled by See Tickets and VIP tickets for BeachLife are available here with lineup announcements set for mid-January.

Festivals 2019