As the early morning marine layer began to lift over the Santa Monica Pier on Thursday, a crowd gathered to watch something somewhat unusual: a 34,680 lbs battery-powered electric Big Blue Bus being pulled across the pier parking lot by a single person.
Martins Licis, the 2019 World's Strongest Man and 2022 Arnold Strongman Classic champion, took on the task in front of television cameras, festival staff, city leaders and early risers. The spectacle marked the official launch of this weekend’s Pier 360 beach festival and served as a kinetic showcase for the city’s zero-emissions transit program.
“This is one of our 15 new 100 percent zero-emissions battery electric buses,” said Anuj Gupta, director of the Santa Monica Department of Transportation. “We already have 19 in our fleet, so this will take us to 34 total. That’s about one sixth of our entire fleet. We’re on track to be fully electric by 2032, if not sooner.”
The event blended promotional flair with civic messaging, beginning with remarks from Jim Harris, executive director of the Santa Monica Pier Corporation, who welcomed the public and press to what he described as “an unforgettable show of strength, spirit and sustainability.”
Harris said Pier 360 was more than a beach festival. “It’s a celebration of what brings us together,” he said. “It’s about connecting people of all ages and backgrounds through free, accessible programming that’s as diverse and dynamic as the community we serve.”
Thursday morning’s pull took place in Lot 1 North, just steps from the sand, with a bus driver seated inside and volunteers roped off on either side of a 30-foot lane. Mayor Lana Negrete said the event spoke to the strength and resilience of Santa Monica after a challenging year.
“We’ve had an amazing and also very tough year, from the fires to social unrest and everything that’s going on in the news,” Negrete said. “This event right now shows the resilience of our community, the resilience of what Santa Monica stands for in terms of sustainability and the progress we are making.”
The new electric buses, built by California-based manufacturer Gillig, are shorter 35-foot models with seven battery packs instead of five, offering over 200 miles of range. They are replacing the city’s aging 30-foot diesel vehicles and are designed to handle all Big Blue Bus routes. Gupta said the transition goes beyond swapping vehicles and includes retraining drivers and maintenance crews, as well as a complete redesign of the Big Blue Bus yard for on-site overnight charging.
“This is a really exciting opportunity,” Gupta told the Daily Press. “It’s part of Big Blue Bus and Santa Monica leading the way in sustainability.”
California transit agencies are required by law to transition to fully zero-emissions fleets by 2040, but Santa Monica expects to beat that deadline by eight to 10 years. Gupta said that planning ahead on infrastructure has helped the city stay ahead of the curve.
“We are one of the leaders in the state when it comes to converting our fleet,” he said. “Most agencies are on track for 2040. We’re ahead of that and we’re doing the work now to ensure we can charge every bus on site.”
Thursday’s bus pull served as both a marketing stunt and a physical demonstration of the city’s push toward clean transportation. It also gave local organizers a media-friendly lead-in to the two-day Pier 360 festival, which returns Saturday and Sunday with strongman competitions, roller skating, food trucks, live music and ocean sports.
Matt Iseman, host of “American Ninja Warrior” and the day’s special guest host, took over the microphone just before the pull to rally the crowd and introduce Licis.
“What you see behind me is a Big Blue Bus that weighs almost 35,000 pounds,” Iseman said. “A human being is going to pull this thing. Now that’s zero emissions.”
Licis, dressed in sunglasses and compression gear, took position at the rope line as chants and applause swelled around him. After a brief delay for television coverage, the signal was given and the bus lurched forward. With firefighters standing by and dozens of onlookers filming from behind safety barriers, Licis dug in and began to move the vehicle. Within seconds, the front tires had cleared the finish line and the crowd erupted in cheers.
“This is a city where dreams come true, but those dreams require hard work,” Iseman said. “Martins has put in that work year after year, and he’s paid the price. Torn muscles, injuries and still he gets back up. That’s what strength looks like.”
Pier 360 organizers estimate that more than 80 athletes will compete across multiple events this weekend, including Sunday’s West Coast Strongest Firefighter competition. The festival opens both days at 9am and remains free to the public.
City officials encouraged attendees to use transit to get to the pier, with fares on Big Blue Bus reduced to $1.10 for the weekend.
Gupta, who said he would be bringing his family to the festival on the bus, called the event “a journey toward a cleaner, safer and more sustainable future,” adding, “This bus is built to pull us forward and today, it did.”