Sponsored by Snapchat, the party is just getting bigger and better with themed activities used to promote the brand. On the pier, the exponentially growing company, which has its headquarters in LA, placed games and rides featuring their signature goofy ghost all over. In addition, huge balloons floated above the crowds on the beach, reflecting the lights and changing colors along with the stages. An impromptu dance floor emerged on the beach right underneath the pier throughout the performance, with revellers dancing barefoot in the sand.
Artists are varied and change according to genre each week, but the lineup is sure not to disappoint, drawing notably more prominent acts than ever before, which also contributes to the popularity of the events. The first week featured two heavyweights in indie music, starting with soul singer Alina Baraz and ending with jazzy Mayer Hawthorne.
Streets are being closed down early on Thursdays in anticipation of the heavy foot traffic that results, and police on horseback patrol the area to ensure the crowds are staying within boundaries. However, it is a special treat to citizens to be allowed to hang out on the public beach after dark, since technically, it usually closes at dusk. While police clear the crowds out immediately after the concert, it’s a privilege to picnic on the sand with friends while the sun sets on a balmy summer night, with music drifting through the background. It’s certainly a chill environment that the community enjoys together, and it’s growing week by week.