Two families whose commitment has helped define the Santa Monica Pier will be recognized Sept. 19 during the second annual A PIERfect Benefit, the Santa Monica Pier Corporation announced.
The 2026 Santa Monica Pier Awards will go to the Gordon Family, owners of Playland Arcade for more than seven decades, and the Whiting Family, descendants of the Newcomb Family whose support has helped preserve the Pier's history for generations.
Established in 2025, the awards recognize individuals, families and organizations whose dedication has helped preserve and strengthen what the corporation calls America's last great pleasure pier.
Playland Arcade was founded in 1954 by brothers George and Eugene Gordon and their father, Morris "Pops" Gordon. More than 70 years later, it remains the longest-running family-owned business on the Pier, now led by four women of the family's fourth generation: Marlene Gordon, Joanie Gordon, Dana Picore and Monique Giroux. The family is being honored for its stewardship, resilience and commitment to creating memories through decades of changing trends, coastal storms and redevelopment proposals.
The Whiting Family descends from the Newcomb Family, which owned and operated the Pier's commercial district for nearly three decades. Rather than through ownership, the Whitings continued that tradition through support during physical, political and financial challenges. Their recent contribution made possible the book "Santa Monica Pier: America's Last Great Pleasure Pier."
"Buildings can be restored. Attractions can change. But what truly defines the Pier are the people who dedicate their lives to protecting it," said Jim Harris, executive director and historian of the corporation. "The Gordon and Whiting families represent generations of commitment, generosity and love for this remarkable place."
This year's gala invites guests aboard the legendary SS Rex, transforming the historic Merry Go-Round Building into a floating casino. The evening will feature a Casino Night with signature cocktails, culinary offerings, live entertainment, casino gaming and auctions. Guests who buy gaming tickets in advance receive 50% off the day-of price, and table winners earn raffle tickets for prizes.
Guests are encouraged to wear vintage attire inspired by the grand ocean liners of the 1920s and 1930s. Adele's of Hollywood, a costume house since 1945, is offering 15% off rentals and purchases with the code PIER.
Proceeds support the corporation, an independent 501(c)(3) nonprofit that provides free, year-round programming, including Youth Day for underserved children across Los Angeles County and the annual Pier 360 Beach Festival.
Early Bird pricing is available through Aug. 19, with 20% off admission using the code EARLYBIRD. Tickets, gaming packages, sponsorships and tax-deductible donations are available at givebutter.com/pierfectbenefit2026.
Edited by SMDP Staff