What started as a pandemic era block party has grown into one of the Westside’s most anticipated community gatherings, and this Saturday it reaches a defining milestone.
On March 21, Venice Fest returns for its 12th edition, and for the first time at Venice Beach transforming Windward Circle, Windward Plaza, and the surrounding boardwalk into a full scale cultural takeover beneath the iconic Venice sign. The move marks a dramatic evolution for an event that began in November 2021 with just 200 attendees and is now expected to draw more than 20,000 people.
For its founder Sarah Nicole, the moment is both surreal and deeply personal. “I honestly thought we were just going to throw one event,” she said. “Now we’re on our twelfth festival in five years, and it’s at Venice Beach, a dream come true.”
The festival’s origin story is rooted in the uncertainty of COVID. After opening a boutique on Venice Boulevard, she was introduced to a neighboring gym owner who had a simple idea to host a New York style block party to bring businesses and community back together. “He wanted businesses to set up outside, bring people together, just create energy on the street,” she said. “Someone told him to find me because I had been doing small pop ups; and that’s how it all started.”
What began as a one day activation quickly evolved into something more; a recurring event, a growing platform for small businesses, and ultimately, a partnership that extended beyond the festival itself. “Twelve events later, we have a festival, we’re bringing it to Venice, and we even have a baby together,” she said. “It’s been a journey.”
That journey now intersects with a broader shift happening across Venice. “Locals will remember that just three short years ago, Venice was in the headlines for all the wrong reasons,” said Councilwoman Traci Park. “We could not have asked, with a straight face, to host major events or productions here.”
Park said her office took a different view of what Venice could become; focusing on restoring Ocean Front Walk, addressing encampments, and investing in tourism infrastructure. “My team and I had a vision for what this historic and iconic part of our city could and should be,” she said. “We’ve been working to repair years of neglect and reposition Venice as a place where community and culture can thrive.”
That work is now translating into tangible momentum with global sporting events on the horizon. “Today we’ve restored programming up and down Ocean Front Walk, you see productions filming again, World Cup activations coming this summer, and we’re looking ahead to the Olympics in 2028,” she said.
Bringing Venice Fest into that environment is intentional. “Connecting a major community event directly to the beach; to our businesses, restaurants, and local economy = this is exactly why we’ve done the work,” Park said. “Families can come out, feel safe, support local vendors and artisans, and celebrate how funky and cool the Westside really is - it's all part of our comeback story.”
The transition to Venice was made possible through close coordination with Park’s office and Venice Insider Pass, a partnership the festival’s founder credits as essential. “I’m so grateful,” she said. “At first, I was hesitant because moving to Venice is a whole new logistical challenge, but the city has been so supportive every step of the way. We wouldn’t have been able to do this without them.”
That support has also helped ensure the event remains free to the public, a core principle since its inception supporting local businesses, many of which are still navigating post pandemic challenges. “The whole point was to bring business to businesses that were struggling,” the founder said. “And honestly, people are still struggling. So something like this; bringing thousands of people into the area; it really makes a difference.”
This year’s festival will feature more than 250 vendors, local brands, and artists, alongside a lineup of food trucks and neighborhood restaurants designed to drive foot traffic and discovery across the community. “I just hope businesses feel it and that they gain new customers, that people discover them; and that it really helps.”
New partnerships are also shaping this year’s experience. For the first time, Venice Fest will include a large-scale main stage built and sponsored by BeachLife Festival, marking a significant step forward in production. “I’ve always wanted a big stage,” she said. “When BeachLife came in and said they would build it and support it; it was incredible. We wouldn’t have been able to do that otherwise.”
BeachLife Festival Director Sam Meyers shared the excitement around this year's partnership. “Partnering with The Venice Fest on the Main Stage, set against the iconic backdrop of the Venice Boardwalk and skatepark, is incredibly special for us. At BeachLife, we’re all about celebrating music, culture, and community, and Venice embodies that spirit in such an authentic way. There’s a real energy that we’re proud to support - when the scene grows, we all grow.. the more music is always better.”
Music programming will be curated by Breaking Sound; while sponsors including Noyz, Cove, Postmates, and TurboTax will activate throughout the event, as well as LA Magazine hosting the Venice Lovefest Beach Club beergarden.
The day will open with free community programming including fitness classes on the “Self Love Stage” featuring Shefa Yoga and Aviator Nation Ride, and family yoga on the “Little Love Stage,” in addition to the Venice Beach Park and Ocean View Playground debuting its grand opening, and the Venice Heritage Museum.
Despite its growth, the festival’s mission remains unchanged. “This was always about community,” the founder said. “About showing up for local businesses and creating something that brings people together.”
As Los Angeles continues to rebuild and reimagine its public spaces; Venice Fest reflects a broader shift; one where culture, commerce, and community converge.
For Park, that convergence is exactly the point. “This is what progress looks like,” she said. “Creating spaces where people can gather, support local, and enjoy everything this community has to offer.”
For one day, under the Venice sign that vision becomes a reality as it's not just as a festival, but as a signal; that Venice is not only back, but moving forward.