AN INTERVIEW WITH KATIE HENLEY
May is approaching fast, which means The BeachLife Festival is right around the corner. LA’s first oceanfront music festival is happening May 3-5, 2019 on the coast of Redondo Beach, expecting about 10,000 attendees each day. The festival will be headlined by live music legends including Willie Nelson, Brian Wilson of the Beach Boys and Bob Weir.
What makes BeachLife so special is that all of the programming is locally-focused: local music, local chefs, local merchandise, local breweries, etc. And BeachLife founder Allen Sanford had another unique idea: how about a SideStage: a 50-seat pop-up restaurant set up right next to the main stage, serving $150 per person prix-fixe meals. What a treat. For the first time ever, attendees will have the choice to enjoy a festival toes-in-the-sand or seated at a white tablecloth restaurant.
BLANK Newspaper wanted to find out more about the people behind this festival and their motivation and vision. We got the chance to talk to Katie Henley, Director of Marketing for BeachLife. Here is what she had to say:
BLANK: Katie, tell me a little bit about yourself and your role in helping bring BeachLife to life.
Katie Henley: I’ve been working in the music industry, in some capacity, for the last 16 years: booking shows, managing bands, marketing tours, marketing music venues, etc. I met Allen, the owner of The BeachLife Festival, almost ten years ago. I managed his venue, Saint Rocke, for 6 years, before moving to New Orleans for a position with House of Blues New Orleans. When Allen called me and said: “I have this idea for a festival called BeachLife, and I want you to run marketing,” I was immediately intrigued. Then when he told me Willie Nelson was headlining, I put in my notice to House of Blues, and hit the road. I’m the Marketing Director for a festival with ALL my favorite bands. It’s a dream come true.
I’m so stoked on the lineup, I can barely contain myself. When I say ‘all my favorite bands,’ it’s not an exaggeration. Willie Nelson was my first concert at 11 years old, and Beach Boys were #2. I’ve seen Slightly Stoopid over 40 times all across the country, and I’d follow Bob Weir anywhere. These artists are the reason I fell in love with live music and made it my career. I’ve literally been training for this job my entire life.
BLANK: A unique thing you’re doing is the SideStage restaurant. It will feature a different chef each night, including Chef Michael Cimarusti of Providence, Connie & Ted’s, Best Girl and Il Pesce Cucina; Chef Tin Vuong of Little Sister, Wildcraft, Día de Campo, Steak & Whiskey, Bluegold and LSXO; and Chef David LeFevre of M.B. Post, The Arthur J and Fishing With Dynamite. Tell me a little bit about the dining experience.
Katie Henley: The coolest thing, in my opinion, about the SideStage dining experience is that the chefs are curating the menu, just like a musician curates their set list. The chefs are all music fans, and they’re ‘fanboying’ out about this opportunity, too. For example, Chef Michael has been a Deadhead for 35 years, and he even has a Grateful Dead patch on his apron. He gets to cook next to Bob Weir on Friday night, and you can tell he’s pumped! This has never been done at a festival before. It’s such a wildly unique concept.
BLANK: BeachLife prides itself on being a locally-focused festival. What are some specific examples of how you’re working with the local community to support the local economy?
Katie Henley: We are sourcing locally at every opportunity: local breweries, bands, merch… We are trading marketing efforts with Redondo Beach businesses, and hosting promo events and afterparties to help drive traffic. The ultimate goal is to increase tourism for Redondo, and see a growth in the local economy long-term. I think the local businesses see the potential in that, and they’ve welcomed us with open arms.
BLANK: How will BeachLife address traffic flow and parking needs?
Katie Henley: We’ve been working closely with the city to plan logistics and ensure a smooth event. We are encouraging ride share and biking/skating/walking. We are offering a complimentary “bike/skate valet” outside the festival grounds. There will be a designated UBER pickup/drop off area, as well as multiple shuttle services. Parking near the beach is notoriously terrible, so we are hoping music fans take the hint and leave the cars at home.
BLANK: I understand BeachLife signed a 10-year partnership with the city of Redondo Beach to host the event on this 8.6 acre site. Ten years is a long time. Often, festivals don’t make it past year one. What gives you confidence that BeachLife will be a success? And what is your recipe for a successful festival?
Katie Henley: If I had to say what “basket” we are putting our “eggs” in…I’d have to say: the team. We have the best possible team behind this event. Logistics, booking, marketing, sales, press, production… We all have so much experience in the events and music world, and it shows. We compliment (and challenge) each other on a regular basis. Every day we get a little bit better. It’s an absolute honor to be among such talented company.
The leader of the team deserves a shout-out, too: ALLEN. The BeachLife Festival was Allen’s brainchild, and he brought this team together. I often describe him as “insanely brilliant and lovably neurotic”. His vision, expectations, and attention to detail are the driving force behind the whole festival. He won’t settle for mediocrity. Truth be told, if it was anyone else that offered me this job, I’m not sure I would have accepted it. But I know Allen. And I know his work ethic and his passion. He won’t quit. He won’t fail. And right now, I just want to be the Katie he thinks I’m capable of being.
BLANK: What is your 10-year vision for this festival?
Katie Henley: I want to be a household name.
BLANK: Once this year’s BeachLife has ended, what do you hope will be people’s take-away?
Katie Henley: Holy sh*t. That was awesome.
Get ready for awesome then! Tickets to The BeachLife Festival start at just $249 for a three-day GA pass or $95 for a single-day pass. Children 5 and under are free. So head on over to their website BeachLifeFestival.com and secure your tickets today.
