7111 Santa Monica Blvd #605
West Hollywood, CA, 90046

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Santa Monica Pier

A new spin for one of the world’s most recognizable entertainment destinations. 

The Santa Monica Pier was entering the unknown. In 2018, the postcard landmark would introduce a dynamic new Executive Director, completely reimagine its signature Twilight Concert Series event, debut a new two-day summer kickoff festival – and all in tandem with a loaded slate of other “I can’t believe they’re free” events. For the first time in a long time, the Santa Monica Pier Corporation felt a need to retain a PR agency to help turn the page, and JWA stepped up to conduct messaging in a pivotal year of programming.

Whether the initiative is a diminutive two-man play in a carousel or a massive two-day ocean sports festival, the results have been successful – our efforts guided by a series of principles outlined in our first meeting with the client... 

Staying committed to inclusion 

Integrating the brand as an LA Institution 

Championing an ‘I Can’t Believe It’s Free’ event mindset 

TWILIGHT ON THE PIER

In its 34th year, Santa Monica's beloved series, and one of the last remaining independent, anti-festival circuit, and free music festival in Los Angeles, had reached the tipping point and needed to pivot. The Pier team stripped the series to the core and built it back, making the entire Pier a venue with three stages featuring different world music genres over six weeks each featuring the inspiration and the inspired. 

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