Announce the DATE of the single day tickets on Tues A square image with “Single Day tickets go on sale Feb 19.” On Valentines Day, I will announce the hidden artists. I’ll post band photos and drop all the secret bands.Sublime, Long Beach Dub, etc On the following Mon, we post the poster with. Dip your toes into the sand and enjoy that Beachlife! This new festival in Redondo Beach, California, puts on an early spring with classic rock, reggae, and Americana artists.

Given that Los Angeles residents like, rightly or wrongly, to think of the city as the music capital of the world, there’s one thing L.A. County is strangely short on: in-town music festivals.

Downtown’s FYF Fest died an untimely death last year, and Goldenvoice’s Arroyo Seco Weekend has gone MIA this year after two seemingly successful runs in Pasadena. Stepping into that void this weekend is a new festival that intends to establish a beachhead — literally — in the wide-open L.A. Market.The BeachLife Festival doesn’t intend to compete against the mega-fests of the world, though. With a lineup that has, the ’ and the ’s as the three nightly headliners May 3-5, BeachLife is aimed at drawing about 10,000 fans to an adult-oriented gathering on a modest eight-acre site in Redondo Beach. The oceanside location marks at least of a much of a contrast to Coachella as anything about the lineup or demographic: There will be zero market for any of the face masks worn by workers and some fans out in Indio to keep out the desert dust.

“It’s funny,” says founder Allen Sanford. “For the last eight months we’ve been calling it the BeachLife Festival, but it doesn’t feel like a festival to me at all in the sense of these massive productions with 50,000 or more people. It’s not a massive open field. Right now I’m on the site, looking at our super-quaint, little thut/hatch kind of a setting, and literally looking at Catalina Island and the rocks on the jetty. This is throwing a huge beach party, with less than 12,000 people, and it’s highly curated. I guess I’d call it a boutique festival.

It’s akin to watching your buddy play an acoustic guitar on the rocks when you’re surfing, but on a grand scale.”Other acts on the lineup provide guidance on the generally non-aggro, good-time vibe BeachLife is going for, with acts that land somewhere between jam bands, nostalgic new wave and the friendlier side of contemporary alt-rock, including Ziggy Marley, Best Coast, Grace Potter, Blues Traveler, Big Head Todd and Everclear. Violent Femmes is about as close as the festival comes to the punk scene the South Bay area has sometimes been synonymous with. So maybe it’s surprising to learn that a key figure in L.A. Punk, Pennywise singer Jim Lindberg, is the creative director of the festival.“When everybody heard that Jim was the creative director,” says Sanford, “the first thing they thought was, ‘Well, the beach culture is all about punk’ — especially in Hermosa Beach, it’s Black Flag and Pennywise and all that other stuff, right? And that definitely is surf culture, and when I go surfing, I turn on Pennywise five out of 10 times.

But when I’m hanging out at the beach with my buddies or my wife and kids and we’re just listening to some tunes, that’s not punk-rock. So the prerequisite for our booking team was you had to be able to close your eyes and imagine being on the beach with your friends and listening to that music in order for them to make the lineup. And that covers every band on there in some way or another, from Berlin — and remembering ‘Top Gun’ when he’s riding his motorcycle on the beach after they play volleyball — all the way to the Beach Boys being the most iconic surf culture band. Every single band has passed that litmus test. Even Willie Nelson —some people say, ‘That’s not beach life,’ but the country lifestyle is a lot like the beach lifestyle: a laid-back, nostalgic feeling.”X did play a private party for the festival Thursday night. The live stream “is just a fantastic way to be inclusive of all the people that can’t be there,” he says, “and then from a marketing perspective for the city and the festival, it gives people a chance from across the country to really enjoy what we’re doing and hopefully come next year.” Not that he wants tensof thousands more arriving in 2020.

“We’ve definitely got room for growth, but it will never be 20,000 people. Once you get past a certain number — I think the magic number is somewhere like 13 or 14,000 — you lose your ability to hyper-curate to an audience, and you start mixing audiences. And after that, you’re just like everybody else.”Sanford, who spent nearly a decade producing Hermosa Beach’s summer concerts, has a long-term lease with Redondo Beach to use the seaside lagoon site. “We actually have a 10-year lease to do two per year, and I’m not pulling the trigger on the second one until I get the community feedback on the first.” Although 95 percent of the marketing budget was spent targeting the local area, he says advance sales include attendees from 38 states and 19 countries, “which tells me that there’s a global culture to this whole thing.

Once I got the permit and was wondering what to call it, my wife said, ‘Look, I grew up in Germany watching subtitled ‘Baywatch.’ You guys don’t even realize that people throughout the world are dreaming of coming to live in the Southern California beach life culture.’ And that was kind of the aha moment of, ‘Oh shit, let’s just call it BeachLife.’”Single-day tickets and premium three-day passes are still available, although three-day GA passes are sold out. Ticketing and scheduling information as well as the live stream can be found at.