Hermosa Beach considers paid concerts to help fund free summer series
The Hermosa Beach Summer Concerts. In an effort to continue the free Summer Beach Concert Series, the Hermosa Beach City Council and the promoter behind the concerts are looking at ways other than event sponsorship to bring in the necessary funding — two paid concerts following the free series that would help pay costs for the popular summer events. City Council approved a revision to its contract with Saint Rocke, the local live concert venue behind the free concerts, to extend its contract until 2018 on Tuesday night. It was originally set to expire in 2015. Under the new contract, the city will not be able to cancel the event on a year to year basis without good cause, such as a public safety issue. Saint Rocke owner Allen Sanford said knowing the event can’t be cancelled so easily from year to year will allow him to secure bigger sponsorship deals for the free concerts. In the past, event sponsors have included groups like Skechers and the Hermosa Beach Chamber of Commerce. Sanford said currently none of the $55,000 to $80,000 budget needed to put on the Summer Beach Concert Series this August has been raised. His proposed solution to the lack of funding was to allow Saint…
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