Photos courtesy of California Surf Club and JP Cordero
Three years ago, Palos Verdes Magazine sat down with Allen Sanford as he was laying the foundation for what was then an ambitious dream, BeachLife Festival. It had the bones of something special: sand, music, sunsets, and the kind of attention to detail that told you someone truly cared.
Today, it’s not just a music festival; it’s a South Bay institution complete with a restaurants; California Surf Club, the North Grill which is open to the public, and the BeachLife Grotto with General Store, and a community vibe that keeps getting stronger.
“When I first started, people asked me what business I was in,” Sanford tells us now, sitting in the California Surf Club, BeachLife’s year-round extension. “Some people are in the music business. Some are in food. Some in cocktails. I like to think of us as in the vibe business,” he says.
For Sanford, BeachLife was never just about booking big names although those come in droves now. It was about curating a feeling, a sensory journey that began with his own love for music.
“My first concert was the Horde Festival with Dave Matthews, Blues Traveler, Allman Brothers. It was about the experience. Driving down with friends, listening to music I still love today, having a few beers underage,” he laughs. “It was never just the concert. It was everything around it.”
That same ethos carries through every square foot of BeachLife. From crowd control to beer lines, Sanford and his team meticulously go over logistics to make the weekend effortless for guests. “We spend a tremendous amount of time on the details so people can just feel the energy,” he says. “If the sunset hits just right and Jackson Browne is playing in the background, it’s like where are we? How is this happening in Redondo?”
Sanford personally curates the BeachLife lineup, often based on stories that are both his and others’. “Every band means something to me or someone on the team. Jackson Browne? I booked him after a friend told me a story that made me emotional. That’s how BeachLife works. It’s about connections.”
He even brought in Ziggy and Stephen Marley in 2022 to perform an all-Bob Marley set. “Bob would be my dream headliner no question. That Marley set we did, that was the closest thing to it.”
Still, don’t expect Sanford backstage schmoozing with the talent. “I actually prefer not to meet artists unless we’re already friends. I don’t want to lose the music because I didn’t like how the business side went. You’ll find me in the crowd, sneaking through, watching people smile. That’s the payoff.”
The California Surf Club, perched at the edge of Redondo Beach, now offers BeachLife year-round brunch, dinner, live music, and “one of the most beautiful sunsets you’ll find,” as Sanford puts it.
“It’s open to the public,” he emphasizes. “Come down, grab a Mai Tai or a mocktail, and take it all in. It’s what we always dreamed of, living BeachLife every day.”
Inside, the club is as thoughtfully curated as the festival with vintage nautical accents, hidden rooms, and a design that oozes South Bay beach culture. “Forty-eight years of growing up here, and we wanted to bottle that feeling,” says Sanford. “It’s a labor of love.”
Despite owning one of the most successful independent festivals on the West Coast, Sanford is quick to downplay the rockstar lifestyle. “I’m probably the most boring festival owner ever. I’m in bed by 9. I love my family. I’d rather be at home with my daughters than out late at a bar.” And it shows. His six-year-old daughter already helps out with the kids’ club, and he hopes “one day, she’ll be my boss,” he shares.
The festival itself is family-friendly by design. “If it’s safe enough for my six-year-old and five-month-old, then we’re good.”
A Vision for the South Bay
Beyond music, Sanford has become an influential figure in shaping the future of the South Bay. During the pandemic, he and his BeachLife team built over 35 parklets for outdoor dining in Redondo Beach, a move that helped save local businesses and changed the face of public space in the area.
“We learned everything from scratch, hydrology, engineering, city codes. But we made it happen. It reminded people how much they love being outdoors.”
So, what’s next? “I’ve made a commitment not to waste time. There’s so much potential here that hasn’t changed in 45 years. I want to be part of the next chapter. I think Redondo can become the crown jewel of the South Bay.”
It’s already well on its way.
As for the BeachLife Festival itself? “We’ve got it down to a science. But we’re just getting started.”BeachLife Festival returns next year to Redondo Beach, with the California Surf Club open year-round for the public to enjoy sunsets, sounds, and that unmistakable Sanford-crafted vibe.
If you’ve spent time in Redondo Beach over the years, you’ll remember Ruby’s Diner at the Seaside Lagoon’s edge and the nearby Chillers bar, which was boarded up for years. Today, that waterfront area has been transformed into the California Surf Club, a sprawling compound featuring two main buildings connected by a breezy outdoor patio. The North Building, occupying Ruby’s former spot, is open to the public with floor-to-ceiling windows and stunning ocean views. It houses the North Grill, serving casual beach fare, a raw bar, and slow-grilled specialties. The South Building is the members-only Club, offering a more private experience while embracing the same laid-back coastal vibe. Together, these spaces have revitalized a once-neglected corner of Redondo Beach into a vibrant, welcoming hub for locals and visitors alike.
We visited the Club with Chris Brown, Vice President of Membership, who also oversees programming and wears many hats within the organization. As Chris guided us through the space, it was immediately clear that the Surf Club isn’t just a private social club—it’s also a warm, welcoming destination for the public.
Q: Who was behind the idea to create the California Surf Club?
A: The project was led by BeachLife Festival founder Allen Sanford and Rob Lissner and alongside, longtime friend and collaborator Jim Lindberg, frontman of the band Pennywise. They approached me and at first I was hesitant to commit but going to the location, seeing the renderings, honestly I was blown away. I knew the vision was strong, but seeing it in person… I couldn’t sleep the night after I saw the renderings. It was that powerful.
Q: What does the California Surf Club represent for the community—and what makes the vision behind it so special?
A: “It’s more than a restaurant or venue—it’s a lifestyle and a full-circle moment for the South Bay. Built by locals for locals, it celebrates everything we love about living here: surfing in the morning, volleyball in the afternoon, and gathering with friends over great food and ocean views. A lot of our members say they don’t even want to go on vacation anymore—why leave when paradise is right here? It’s a personal project, not just a business. The goal was always to create something rooted in the culture and coastal spirit of this place, and to make it feel both fresh and timeless.”
Q: What makes California Surf Club so unique compared to other venues?
A: “It’s the mix of versatility, authenticity, and local flavor. You might see Rick Springfield playing here one night, and the next morning a family is grilling their freshly caught fish in the barbecue area—that was something we added specifically for our divers and fishermen. It’s a true club amenity, not a restaurant gimmick. And then there’s the Kona Garden, surrounded by old coral trees. It used to be dead space, but now it’s where people gather for cocktails, open laptops, let their kids run free, or even join in for live music and yoga sessions. It’s beautiful, but it’s also real—it’s the South Bay.”
Q: The design clearly isn’t an afterthought. What was the inspiration behind it?
A: “From day one, the goal was to tell a story—one rooted in the culture of the South Bay and the local surf community. We wanted the space to feel inviting and meaningful. Every corner was designed with intention, from the fixtures to the finishes. There’s a reason to slow down and notice the small things—it’s curated in a way that makes you want to explore.The interior was designed by Steven Jones of Better Shelter, who brings an instinctive, soulful approach to surf-inspired spaces. A former head of merchandising for Quiksilver, Jones understands surf culture on a deep level. He sourced one-of-a-kind items from flea markets, garage sales, and vintage collections—repurposing what others might’ve tossed aside into meaningful design elements. People ask about the interiors all the time. There’s a warmth to it—custom doors, sculptural light fixtures, even hand-painted tiles by Sandow Birk. Every piece has a story.”
Greg’s Green Room is filled with cherished mementos honoring the late, great Greg Browning—a good friend to me and to many others—known for his creative spirit, generosity, and deep connection to surf culture and community. This space stands as a tribute to the lasting impact Greg made on so many people, not only in the South Bay but around the world. Chris Brown, VP of Membership and Programming, California Surf Club
Q: Can you tell us about The Cove Room?
A: Absolutely. It’s a hidden lounge behind a custom-built bookcase—our nod to speakeasy style. It’s called The Cove Room, and it captures the spirit of the South Bay surf culture. The hand-painted tiles are by Sandow Birk, and the ceiling wallpaper mimics the kelp forests just off the coast from spots like Lunada Bay. It’s one of our most personal spaces.
Q: Tell us about the North Grill.
A: The North Grill is located inside the North Building and is open to the public. It features a full restaurant and bar with panoramic views of the water. In my opinion, it is one of the most beautiful bars in the South Bay. We opened it up with huge floor-to-ceiling windows that now face the ocean instead of the parking lot, completely changing the experience.
Q: How does the North Grill connect with the Seaside Lagoon?
A: The California Surf Club has fully embraced its lagoon-side location. A special gate allows guests to move easily between the Seaside Lagoon and the Club’s outdoor areas. During lagoon season, visitors can walk up to a convenient to-go window for beach-friendly eats like burgers, hot dogs, and soft-serve ice cream.
Q: When is the North Grill open?
A: Currently, it’s open Monday through Friday from 4 PM for dinner, with brunch service available on weekends. The team is exploring expanded hours in the future, but even now, the grill has already built a strong following. It embodies the Club’s mission to blend style, community, and coastal living. It’s unlike anything else we have in the South Bay right now.
Q: The food clearly plays a big role in the Surf Club experience—what can you tell us about the chef and his vision for the menu?
A: Chef Dennis Horton brings a wide-ranging influence into every dish. He’s incredibly intentional with the menu, keeping things casual and approachable while still delivering amazing flavor. He told me he built the menu by asking himself, ‘What would I want to eat when I got out to dinner? What would my daughter want?’ That mindset really shines through. The raw bar is a standout—Dennis sources everything from Kumamoto and Olympic oysters to cherry stone clams and amberjack crudo. It’s super fresh and beautifully done. But the thing people can’t stop talking about is the tri-tip. He marinates it for 10 days, then slow-grills it over red oak on this incredible Argentinian smoker. A friend of mine from Texas said it was the best tri-tip he’s ever had—which, coming from a Texan, says a lot.”
Q: BeachLife was a major test. How did it go?
A: We were a little nervous—with 13,000 people just over the fence! But it went beautifully. The bars were packed, the grounds stayed open and comfortable, and the vibe was exactly what we wanted—people enjoying a drink between sets, soaking it all in.
Q: What’s next for the club?
A: More community. More connection. This place was built for the people who love living here—and we’re just getting started.
