If you’re on the beach in Los Angeles this summer you may notice a scene that looks like something out of a romance novel — or maybe an episode of The Bachelor — right there on the sand. Tucked away from the Coppertone crowds, elegant low-slung tables sit atop patterned rugs, surrounded by plush pillows under chic, fringed parasols. At these beach picnics, everyone looks sexier than you. The sun somehow feels more golden. The charcuterie plates are more epic.
Welcome to peak beach blanket culture, L.A.-style.
From pandemic trend to full-on Los Angeles lifestyle flex
The boom in beach picnics that began as a way to gather safely outdoors during the pandemic has evolved into a full-on Los Angeles lifestyle flex. Numerous companies now compete to curate rarefied pop-up experiences, complete with coordinated florals, statement glassware, artisanal snacks and add-ons like live DJs and yoga circles. In a city like Los Angeles, where outdoor space is a year-round luxury, a beach picnic is the latest way to claim your square of the shore while also guaranteeing the perfect Insta shot.
If you do a quick Yelp search, you’ll find a dozen Los Angeles companies willing to give picnic-goers the white-glove treatment where once there were only ratty towels and sandy tuna sandwiches. Bliss Beach, Picnic Makers, Chic Nic and other creatively named startups will scale up your shoreline wedding proposal or barefoot birthday. But the standout company, in terms of glowing reviews and resounding industry accolades, is Santa Monica Picnic Co.
Managing beach picnic logistics so guests can stay chill and unbothered
Founded in 2020 by Samuel Ancona, a former IBM exec who saw a breezier and more playful future in high-end picnic parties, the company has coordinated more than 1,500 beach events and continues to win awards for service and quality.
Santa Monica Picnic Co’s distinctive sense of style and taste set the high bar among local brands in this realm, but it can’t be easy. Think about the last time you tried to carry a wine glass, a cake stand, and a stack of linen napkins across hot sand without losing your cool. So, I asked Ancona how he manages logistics in order for guests to remain barefoot and unbothered.
David Hochman: First things first—how do you actually pull off a luxury picnic on sand? That sounds like a logistics nightmare.
Samuel Ancona: Sand is part of the job. We’ve got full systems in place—motorized beach wagons, leaf blowers, shaking everything out. You do this work, you better shower. Sand gets everywhere. But we’ve figured out how to make it work. We always set up near the wooden walkways just north of the Santa Monica Pier, near Perry’s Beach Cafe. We’re about 100 feet back from the water. The beach is wider there. That way it’s accessible but not in the chaos.
Hochman: What’s the biggest reason people book you? Can’t people do beach picnics on their own?
Ancona: I guess. But getting stuff down to the beach sucks. You lose half the fun before you even start. We take care of all that. You just show up, have a great time, and leave. That’s what makes it worth it.
Hochman: This is your busiest season, I’m guessing?
Ancona: Summer is obviously bonkers. From May through September, we’re hosting everything from proposals, bachelorette parties and company offsites to the occasional funeral. Our team scales up to about 7 or 8 people at our peak and we have a partnership with the Rustic Canyon Group for catering. In December and January, we almost shut down completely but right now things are hopping.
Hochman: How big do these events get?
Ancona: Our biggest so far was for a large car rental company. We had 150 guests down at the beach, which is the maximum we can accommodate. We brought in a live DJ, all sorts of beach games, a full catered lunch and then partnered with the Santa Monica Pier. The whole group got wristbands for unlimited rides and games after the picnic. It was from 11 to 3, then they hit the boardwalk.
Show up for your beach picnic. Let them do everything else.
Hochman: What’s the price point for a basic picnic experience?
Ancona: We start at $200 for two people, and then once food gets involved, it’s about $40 a person. That includes setup, cleanup, music speakers and all the styling. Many people add extras like photography or beach games. We’ve seen some unbelievable floral arrangements. But we also do add-ons like sound baths, beach yoga and surf lessons.
Hochman: You’ve produced over 1,500 events. What are some of the most outrageous requests you’ve gotten?
Ancona: Once you cross a certain budget threshold—usually when moms start planning for their kids—it gets wild. Proposals can get very elaborate. One guy in the entertainment industry, very successful, significantly older than his girlfriend by like 30 years, planned this elaborate picnic… but didn’t even show up. She arrived with 15 friends, and this woman in a trench coat appeared out of nowhere. Turns out, she was a Tomb Raider impersonator. She walks down the beach, takes off the trench coat, and reads this dramatic speech the guy wrote. I guess that was his gift to her—a day at the beach with girlfriends and Lara Croft.
Hochman: You’re doing weddings now too?
Ancona: Yeah, we held off for a while because I thought you couldn’t do weddings on public beaches. But eventually we just jumped in. We bought some wedding arches, banquet chairs and we’ve made the magic work. We’ve seen some very, very happy couples and families.
In a crowded market, success is no easy day at the beach
Hochman: You’ve got lots of competition out there. What makes Santa Monica Picnic Co. different from other sand-in-your-toes event services?
Ancona: I’ve personally been part of every event we’ve hosted. We’ve never wanted to feel like some automated, transactional experience. There’s so much we do as consumers now where you don’t even talk to a human being. We wanted something that felt high quality and human. So we consolidated the experience into easy packages, but you still get that old-school hospitality. We actually just won best catering and event service in the Santa Monica Daily Press annual Most Loved local businesses competition in the Santa Monica Daily Press competition, which was voted on by a panel of business judges. That meant a lot.
When we started during the pandemic, we weren’t sure this business would last. It was tough at first. In June 2021, we had our cargo van stolen in the middle of busy season with most of our inventory in it. That was rough but we made it through and the industry boomed. Now people expect these kinds of curated beach experiences. The difference is, we’re not just throwing pillows on a blanket and calling it a day. There’s thought and intention behind what we do.
Hochman: So what’s next for Santa Monica Picnic Co.?
Ancona: Beyond beach picnics, we’re thinking about launching beach chairs and umbrella rentals and honestly, we’d love to see proper beach clubs here one day. Santa Monica has unbelievable beachfront, but no high-quality beach service. I’ve been talking to the permit department, the new city council members, even the mayor. We’re not trying to ruffle feathers—but we want to elevate what’s possible. Especially with the Olympics coming. Let’s show the world what we can do.
This interview has been edited and condensed for clarity.