Cultivating an Eco-friendly Festival Brand Defined By Family & Beautiful Beach Surroundings

In 2016, our team at SGE partnered with legendary Pearl Jam frontman Eddie Vedder and Live Nation to create a new family-friendly, beachfront music festival steeped in surf culture, conservation, and education. Ohana, taking its name from the Hawaiian word for family, blends headliners such as Red Hot Chili Peppers, Jack Johnson, Beck, and The Strokes, with groundbreaking artists like Haim, Jenny Lewis, Yeah Yeah Yeahs, and TV on the Radio.

Over the past four years, I’ve successfully collaborated with Vedder’s creative team at TSURT, along with the festival’s stakeholders, to organically develop the Ohana brand. Taking cues from Ohana’s gorgeous setting of Doheny State Beach in Dana Point CA, we’ve effectively combined the local Orange County surf aesthetic with vintage Hawaiian iconography and a bohemian conservationist feel. We’ve created a uniquely intimate festival experience, establishing Ohana as a stand-out event in the crowded Southern California Festival scene.