The Discovery Channel will sponsor the free Summer Beach Concert Series in Hermosa Beach in August while promoting its nationally popular documentary, Shark Week.
The City Council voted unanimously on Tuesday to approve Fin Fest, the network’s proposed event, which  will add an additional day of concerts — on Saturday, August 9 — to the free concerts held on Sundays in August. Council approved with the caveat that city staff return with a parking plan, since all of  the 120-spot parking lot by Pier Plaza will be used for the concert and event space. City staff said that the network could use the app-based taxi service Uber and have a bike valet in order to cut down on traffic and parking by Pier Plaza.
The event’s application estimated 10,000 people will attend Fin Fest and the free Summer Beach Concert Series between August 9 and 10. Both city staff and Discovery Channel producer Jake Pike said the estimate was high and that the event would only be advertised locally, not nationally. Fin Fest will be a free event and no alcohol will be sold.
Pike, who is a Hermosa Beach resident, said the event will have activities for kids and families.
“We want to bring Shark Week to the beach,” Pike said. “It’s a perfect fit with Hermosa Beach.”
Allen Sanford, promoter of the free concerts and owner of the local concert venue Saint Rocke, said he was pleased that the council approved Fin Fest.
“We’re just excited that the council is supporting saving the concerts,” Sanford said.
Sanford informed the council in March 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. The network then began talking with Saint Rocke about possible collaboration.
City staff estimates that the network will pay anywhere from $5,000 to $10,000 in event and parking fees. Carolyn Petty and other council members expressed support for the event. Due to the concern some residents who live by the beach had about too many public events in their neighborhood over the summer, Petty said that they could look into moving the free concerts and Fin Fest to September in 2015 should the collaboration continue. Petty said the timing of Fin Fest was serendipitous with funding issue for the free Summer Beach Concert Series.
“It’s great for the kids and has an educational component,” Petty said. “I think it’s a wonderful event.”
