The Discovery Channel may sponsor Hermosa Beach’s free Summer Beach Concert Series while holding an event to promote its nationally popular Shark Week if the City Council approves the proposal at an upcoming meeting.
Allen Sanford, owner of local live concert venue Saint Rocke and promoter of the beach concerts, last month informed the council that funding for the free concerts was endangered. The concerts, he said, cost between $55,000 and $80,000, funds that Sanford has raised through sponsors. Sanford proposed two addition paid concerts near the beach to help subsidize the free concerts.
Council asked city staff to come back with additional options. Meanwhile, the Discovery Channel contacted the city proposing to organize an event called Fin Fest on the weekend of August 8. According to staff, Fin Fest would be a family-oriented event, staged in the downtown beach area, designed to create video content to promote the Discovery Channel’s annual week-long series focusing on sharks.
The network was told that the summer concerts already use that area during Sundays in August, Discovery Channel agreed to be a major sponsor for the free summer concerts and hold Fin Fest within the existing framework. City staff estimated that the net revenue for the city from Fin Fest alone would be around $5,000.
Sanford said that the network’s goal was to work with Saint Rocke to create a longterm event. He said Discovery Channel examined 27 cities across the country to find the right city to hold Fin Fest in.
“I’m very excited to make it work,” Sanford said of the possible collaboration. “This is a game changer.”
While the council will not take action on Fin Fest until April 22, they did amend the city’s contract with Saint Rocke to extend the free concerts until 2018, removing the need for the city to approve the event each year. The city reserved the right to cancel the concerts if they are deemed a threat to public safety. These revisions were approved at the city council meeting on March 11.
The network asked to hold an additional day of concerts on Saturday, August 9 as a part of Fin Fest and use all of parking Lot A by Pier Plaza. The summer concerts use only a portion of parking Lot A, which has 120 spots. The Discovery Channel proposed to cover the city’s costs for lost parking revenue for August 9 and 10.
Councilman Hany Fangary voiced concern about Lot A being used for an entire weekend. He asked that alternate parking options be made available during second weekend in August if Fin Fest is approved.
Sanford said he appreciates the council’s support of the summer concerts.
“I’m definitely excited that the council understands and is committed to a partnership with Saint Rocke,” Sanford said.
