Surf City’s Pacific Airshow is extending its general admission area on the beach this year to accommodate higher ticket demand for one of the city’s biggest annual tourist draws.
The airshow typically takes place over three days toward the end of September, giving people a reason to visit Huntington Beach even after summer vacation is over, airshow Executive Director Kevin Elliott told the Business Journal. This year’s event runs from Sept. 29 to Oct. 1.
The designated viewing area, now stretching about 5,000 feet from the pier to Beach Boulevard, has over 20,000 tickets available for each day of the show with a range of seating options including pier seats and cabanas.
The expansion points to Elliott’s plans to eventually add more dining options and entertainment offerings at future shows.
Last year’s event “attracted over 3 million spectators” at the beach and in surrounding areas, according to airshow officials. An economic impact report by Destination Analysts estimated that the 2022 airshow brought in around 690,000 attendees in the immediate vicinity who generated a total economic impact of $120.7 million for the city.
For Elliott, the best way to guarantee the show’s future impact and longevity is attracting more people to the ticketed area.
“The way we can make the show sustainable is by creating a value proposition for purchasing a ticket to support the event,” Elliott said. “We do that by occupying a larger footprint so that we can put more into those areas on the sand.”
The executive plans to add to the show’s performer lineup and attendee offerings each year to keep up with demand.
“We have all these additional activations planned but looking at 2024 and beyond, we’ve got to set the template for that first,” Elliott said.
General admission tickets for this year’s event run $25, with higher-priced options for preferred seats and cabanas.
Still to Come
The Pacific Airshow is owned by Elliott’s production company, Code Four, which launched a second edition of the event in Queensland, Australia in August. Over 300,000 people were reported to attend, which gives Elliott hope for an increase in international attendance for the local show this year and in the future.
The Huntington Beach-based firm also owns the Orange County Blossom Festival and the Afterburner Music Festival. The latter premiered at the 2021 airshow, with musical artists Sam Hunt, X Ambassadors and others.
The director also pointed to action elements such as motocross for entertainment options and putting notable aircraft on display. Additional beer gardens and a more curated selection of food options are also planned.
With past headwinds such as the event’s pandemic-related cancellation in 2020, an oil spill in 2021, and litigation between the city and Code Four as a result of the oil spill, Elliott said it will take a few more years for the Pacific Airshow to maximize its potential.
“We’re ideating what we want it to be and that includes adding experiential elements so that when you show up down there, you say, ‘wow.’”
