Pico Festival in Santa Monica Oct. 16

Pico Boulevard, one of the fastest growing areas in Santa Monica, celebrates its emergence as a creative hub in the City of Santa Monica with the 5th Annual Pico Festival, being held on Saturday, October 16th from 11am-4pm along Pico Boulevard.

The Festival, presented by the Pico Improvement Organization and the City of Santa Monica, celebrates all that Pico Boulevard is with Art Pavilions at Virginia Ave Park, a Classic Car Show, a fabulous Sidewalk Sale and many other surprises along the three mile stretch from Centinela to the ocean.

The event will benefit the grassroots organization, Project Lemon-Aid, to raise funds for the Santa Monica-Malibu Education Foundation fund, “For The Arts,” an endowment that provides arts education (including music, visual arts, dance and drama) for students in the Santa Monica-Malibu Unified School District. In addition, a special fundraiser will be held at the festival’s Classic Car Show to benefit Cody Williams, the Santa Monica High School linebacker who sustained serious spinal injuries in a game in September, 2009.

Visitors to the Pico Festival will see original artwork in all mediums at the Virginia Ave Park Art Pavilions where Pico art galleries, studios, and artists will display their work. Children will also be able to participate in live art events at the Children’s Activities Pavilion, either watching new works being produced, or making their own unique creations. Live musical acts will perform on the Pico Festival stage, including groups from SAMOHI, Santa Monica College and other local schools. Pico stores will showcase their wares in booths, and food vendors will offer delicious cuisine of all kinds. The Pico Improvement Organization will also give away free hot dogs to the first 1,000 visitors starting at 1pm.

Two Starline Tours double-decker buses with guides will operate the length of Pico in Santa Monica, directing passengers to various sites and events. Visitors can stop and see artists exhibiting their work at various locations along Pico Boulevard. Pico galleries and studios will be open and many will be demonstrating artistic and creative techniques. Special coupons and discounts will be offered on festival day.

Then they can stop at the Classic Car Show, which will include 50 custom cars at the SGI parking lot at 26th and Pico. Pico Auto businesses will have booths, a dj and a mariachi band will provide music. Trophies and prizes will be awarded in various classes.

A new feature of this year’s festival will be a “Bowl, Bike and Ski Triathlon” organized and sponsored by Bayshore Bowl, Virtual Ski, and Triathlon Sports (more details to be announced soon).

A number of Pico Restaurants will also join the festival by offering special tastings and coupons and many merchants will offer activities and events that will continue past 4pm. At participating locations along Pico Boulevard, a large Sidewalk Sale will tempt fashionistas and bargain hunters.

Participating stores will have racks and tables with exciting merchandise on the sidewalk and some merchants will have their entire store on sale. Types of merchandise include men’s, women’s & children’s apparel, shoes, jewelry, and much more.

For more information, visit www.picopassport.com or Pico Festival on Facebook.

As in the past Pico Festivals there will be painting/drawing and photo contests that pay cash prizes and are open to the public.

The Pico Improvement Organization is a Business Improvement District encompassing the entire length of Pico Boulevard in Santa Monica. The district contains a growing number of attractions and businesses from Santa Monica College’s performing arts venues and planetarium to one-of-a-kind clothing boutiques, art galleries, coffee shops, designer furniture and more. A zone of small clubs and cafés are found along the eastern boulevard while Shutters on the Beach and Casa del Mar hotels mark Pico’s western terminus.