It didn't take long for newcomer Jay Farrand to figure out the locals' perspective of the Santa Monica Pier: it's the place where tourists go.
As the pier's new top administrator in charge of marketing and private and public events, Farrand is promising to deliver an "exciting" year of programs designed to lure the locals back.
See Also: #SantaMonicaPier a 2012 Instagram Favorite
Frank will team up with Rum and Humble's Martin Fleischmann to comprise one arm of the pier's new attempt to bring top-level programmers to its music, film art, education and active lifestyle offerings.
A deal is in the works to bring aboard Film Independent, the nonprofit behind the Los Angeles Film Festival and the Indepdent Spirit Awards, to book movies for the fall Front Porch Cinema series.
"We're bringing in new and fresh [programs ] so locals feel like this can be a cultural destination for them," said Farrand.
In addition to jazzing up existing programs, each of the five new curating teams (there's no word yet who might get behind the arts, education or active lifestyle events) will also develop new programs, according to Farrand.
Fleischmann, who's produced the twilight series for the past two years, said he and Frank are fleshing out details for a couple of weekend-long, themed music festivals. As for the Twilight Series, he said to expect more contemporary and indie rock bands in addition to the series' more traditional mix of roots and world music.
Frank's talent buyer, Liz Garo is also expected to play a big role in the project.
"People will be really surprised," Fleischmann said.
See Also: Major Changes Ahead for Santa Monica Pier
— Patch editor Anthea Raymond contributed to this report.