Fourth Street, between Arizona Ave and Santa Monica Blvd is rapidly becoming Santa Monica’s unofficial Sports Zone, with Road Runner Sports already there, the pickleball and paddle ball courts coming to 1318 4th Street and now an innovative pop-up called SportsFest is offering everyone the chance to try their hand at various batting sports in a spacious location, complete with bar.
Batfast, a UK-based sports technology firm that utilizes simulator technology to increase the participation of sports, has partnered with a local entrepreneur to create an entertaining and educational sports experience that allows you to try your hand at baseball, tennis, lacrosse and cricket, all within the same batting lane.
“The idea is for us to try to bring these sports to life in a new environment. You traditionally see [these] sports being played on the fields and that's fine, but a lot of people don't want to travel to the field and engage there, so we give them a high street outlet to come and engage instead,” said Runish Gudhka, former Kenya international cricketer and now CEO and Co-Founder of BatFast.
The site at 1330 4th St was formally the home of Wasteland, a small, stylish local chain known for its curated selection of used vintage and modern women's clothes. And it’s surprisingly big inside, big enough to incorporate four batting nets, pool tables, two bars, group areas and a whole lot of space inbetween.
The entrepreneur in this collaboration is Mari Miranda, a former sports industry strategic consultant who was working in professional baseball when she was first introduced to the BatFast concept. She says that everything was aligned for a Santa Monica-based test of concept, which is, in essence, what this is.
“We just felt like LA gave us so many different opportunities,” Miranda said, adding, “When we were planning this, we didn’t expect the Dodgers to win the World Series, but it was a huge bonus for us and we’re hoping to tap into that passion for baseball.”
“Lacrosse is big in California too,” Miranda said, “And cricket is growing in Los Angeles as well, you know, they've got a Major League Cricket team here. And tennis too, the Williams sisters come from this part of the world, plus of course the Olympics are coming to Los Angeles in 2028.”
Two, full-size batting nets have been set up in the vast ground floor interior space, along with one slightly smaller net in an area that can be sectioned off for private parties. You can either focus on one sport in particular, or test your skills on all four. A giant digital screen at the far end creates the image of a pitcher, bowler or player or opponent, winding up before a rubber ball about the size of a cricket ball comes hurtling out of a strategically-placed hole in the screen. Surprisingly, it’s quite effective and the pitches, bowls, serves and throws will vary depending on your strengths and the adjustable difficulty setting.
Towards the back of the ground floor space is a neat little bar and more space for groups to congregate. Then, at the very back and down a small flight of stairs, is a space that is set to be turned into a stylish speakeasy-themed space, complete with a big, unmarked exterior door that will serve as the main entrance.
Miranda says that to gain entrance, bargoers will be asked a specific question relating to the year 1984, when Los Angeles last hosted the Olympic Games. Although she adds that they might have to provide a few clues, since it’s quite a niche subject.
Then there’s a mezzanine floor that features the last batting net and another chill out area for groups to hang out in. Food can be ordered through an app directly from the kitchens of partnering outlets that include the Britannia pub and Silverlake Ramen, which is then delivered to the SportsFest address.
“Not only are we able to provide options and choices, but also really highlight everything that Santa Monica has to offer,” Miranda said.
“We wanted to create a local clubhouse, a place where locals aren't just coming down to the promenade when they're shopping for a gift or a special event, but that there's a place here for them to come and really exercise. Even if it’s just a watch party, or if it’s actually getting in the cage for one or two rounds, we're providing something for everyone,” Miranda said.
Adorning the wall space is a series of paintings by artists both from Los Angeles and further afield including Larry Zox, Berta Negari and Camille Jun and much of the interior design was done by Lloyd Production Studios.
A complete list of prices and available options can be found at sportsfestus.com. The current plan is to remain open for 84 days — as a nod to the 1984 Olympics — from an as yet unspecific time that Gudhka says will be any day now. However, SportsFest is currently open Mon-Fri, 2pm–2am, Sat 10am–2am and Sun 10am–10pm.
scott.snowden@smdp.com
