More than 250 underserved children from across Los Angeles County experienced their first taste of seaside joy Oct. 11 as the Santa Monica Pier launched its inaugural Youth Day, reviving a cherished community tradition that had been dormant for nearly a decade.
The event marked the return of large-scale youth programming to California's most iconic pier, welcoming children ages 4 to 14 for complimentary rides, games and, for many, their first-ever visit to the Pacific Ocean.
"Seeing the wonder on these kids' faces as they stepped onto the Pier for the first time reminds us exactly why we do what we do," said Jim Harris, executive director and historian of the Santa Monica Pier. "As a nonprofit, our mission is to ensure the Pier remains a place where everyone can experience joy—regardless of background or circumstance."
The new Youth Day program resurrects the spirit of "Heartfelt Holiday," an annual winter celebration that brought up to 2,000 children from underserved communities to the pier each December. That program, operated by The Heartfelt Foundation, ended in December 2015, leaving a void that Harris had long hoped to fill.
"Seeing the joy on those children's faces was unforgettable, and understanding the impact that such an experience can have on their lives was immeasurable," Harris said, reflecting on the original program that inspired this year's revival.
The timing finally aligned when Harris specifically budgeted for youth programming this year and reconnected with the original partner organization, now renamed Hearts & Hands of Hope Foundation.
The festivities included unlimited access to Pacific Park rides and games, classic carousel spins inside the historic Merry Go-Round Building, and guided introductions to the ocean for children who had never seen the beach before. Hearts & Hands of Hope coordinated with regional community organizations to select participating children.
The event underscores the Santa Monica Pier Corporation's expanding community programming, made possible through public donations and local partnerships. Pacific Park on the Santa Monica Pier, Starbucks, Costco and Kiwanis Santa Monica provided support for the inaugural celebration.
Many people remain unaware that the Santa Monica Pier Corporation operates as a nonprofit organization that isn't fully funded by the City of Santa Monica. The corporation relies on donations and partnerships to produce free public programs throughout the year that connect the community through arts, culture, education and entertainment.
The success of the event has already prompted planning for expanded programming. Future Youth Day celebrations aim to include more participating children and additional partner organizations annually, building on the foundation established by this year's pilot program.
The pier's commitment to accessibility and community service reflects its broader mission to serve as more than just a tourist destination. Through programs like Youth Day, the historic landmark continues to fulfill its role as a community gathering place where economic barriers don't determine access to joy and discovery.
Community members interested in supporting next year's Youth Day or other pier initiatives can contact Dana Moorehead at dana@santamonicapier.org. Tax-deductible contributions to support future programming are available at santamonicapier.org/support.
The success of the inaugural Youth Day suggests the pier has found a sustainable model for bringing transformative experiences to children who might otherwise never visit one of California's most celebrated coastal destinations.
As Harris and his team begin planning for 2026, they're guided by the same principle that inspired the original program: ensuring that every child, regardless of circumstance, can experience the simple magic of a day at the pier.