By CHRISTINA YOON Special to the Daily Press
SM PIER Although all ages are invited to tonight’s Twilight Dance Series concert on the pier, the event may very well be a teen girl’s dream come true.
Victoria’s Secret has selected the location for Pinkapalooza, a frothy night of games, clothes and pop music, to promote its Pink line of loungewear. Pinkapalooza’s main event will be a performance by pop-punk quartet Fall Out Boy, preceded by music from DJ MomJeans, better known to most as Danny Masterson, star of the sitcom “That ‘70’s Show.”
Starting at 5 p.m., wristbands will be given to the first 3,000 people who come bearing a downloadable ticket that gets them free games and rides. The event will be open to the public at 6 p.m.
“The Santa Monica pier is such an iconic, known destination and such a celebratory place,” said Sara Tervo, a spokesperson for Victoria’s Secret and organizer of Pinkapalooza. “We thought it was absolutely perfect for a big back-to-school bash.”
The event will also host a “rivalry competition” between UCLA and USC students, who will compete in pop-up basketball, skee-ball and a water balloon toss. The winning school will receive a tailgate party hosted by Victoria’s Secret at the next UCLA versus USC football game.
The events coincide with Victoria’s Secret’s recently introduced Pink Collegiate collection, which features girly versions of college logos on sweats and accessories. “Pop-up stores” will be scattered along the pier, where fans can buy Pink clothing.
“We realized that it’s an untapped market,” Tervo said. “There are a lot of female fans of these schools, too.”
In the days leading up to Pinkapalooza, girls in pink T-shirts wandered Third Street Promenade and the pier, handing out the VIP tickets. Bright pink flags lined the pier announcing the event. Pinkapalooza is targeted to the large groups of teens that make the beach and shopping areas their playgrounds while on summer break.
Victoria’s Secret has thrown two similar events in past years, the first in New York’s Hudson River Park featuring Ashlee Simpson and the second in Chicago’s North Avenue beach starring Fergie. This year, Fall Out Boy was not announced as the headlining band until just a few days before the event.
“It wasn’t meant to be a secret,” Tervo said,“but we just wanted it to be all buttoned up before we announced it. We wanted a band that would be exciting for this collegiate crowd.”
While the event is targeted toward teens, Tervo encouraged Twilight Dance Series regulars to pay a visit anyway.
“The concert will be a great experience for anybody,” she said. The rides and games will remain open to the public during Pinkapalooza.
“The stars aligned this year,” Tervo said of securing the pier for tonight’s festivities. “You’ll instantly smile when you see it.”
Originally published in the Santa Monica Daily Press print edition on July 17, 2008. Read the original PDF.