Putting the drum kit together before a sound check is an everyday practice at Saint Rocke in Hermosa Beach.

But the man who opened this venue back in 2008 is taken his music business prowess to the next level by co-creating the first-ever coastal music festival in Los Angeles.

It’s booked for Redondo Beach’s Seaside Lagoon over the weekend of May 3 through 5.

“I’m just doing what feels authentic and the music we’re booking is the stuff that my friends and myself and my family’s been listening to for 40 years,” said Saint Rocke owner, Allen Sanford.

Sanford and his business partner Rob Lissner are the co-founders of the BeachLife festival.

The two met five years ago when they started a company called Live List, which allows users to livestream concerts right to their smartphones. 

Sanford was born and raised in the South Bay. Part of his inspiration for opening Saint Rocke was that he was tired of the under-served music scene in his area. 

“Every time we want to see music, we’re going up to the Hollywood Bowl or the Greek, and we’re kind of tired of driving,” he said.

The festival's headliners, who you might more likely expect to see at the venues Sanford mentioned, will be appearing right in the South Bay’s backyard.

And they chose them purposely because to Sanford, artists like the Beach Boys, the Grateful Dead, and Willie Nelson represent the laid back South Bay beach culture he’s known his whole life.

“I ended up leaning on the only thing I really know, which is the culture I grew up in, which is the beach life culture," he said.

And it doesn’t matter where you grew up, Sanford and Lissner have created this festival to share their love for music.

“First and foremost, we’re music fans, that’s how this got started. We love live music, as far as we know everyone loves live music and there’s not an opportunity to see that on the westside,” said Lissner.

But now there is, and like one of the festival's iconic headliners, Sanford and Lissner are hoping to generate some good vibrations.