S. Jay Farrand, former Marketing Director for Marina-based TOMS Shoes, has been named the new Pier Administrator by the Santa Monica Pier Corporation, it was announced on April 26.
With the Pier restored and looking at its next 100 years, a new Corporation Board, city Pier Manager, and Pier Corporation Administrator have been brought in to enhance the vitality, diversity and sustainability of the unique and much beloved icon, ensuring its future as a world-class destination for those from afar as well as for locals.
“We are thrilled to have Jay join us with his amazing skills and experience,” Judy Abdo, the Chair of the Santa Monica Pier Corporation, stated. “We know he will be an innovative force for truly ensuring the Pier is as relevant and exciting to the community and region today and tomorrow as it has been in the past – only far more so!”
Farrand spent the two and a half years building the TOMS brand and developing all consumer marketing campaigns and outreach. Before that, after graduating with an MBA from Columbia University, he was awarded a rare fellowship to consult with top agencies of every discipline, including Advertising, PR, Entertainment Marketing, Market Research, and Brand Strategy. After receiving a BA in Creative Writing with minors in Economics and Cognitive Science, he spent several years in New York media and marketing agencies, developing strategies for clients like VISA and HBO.
“When I learned about the plans and resources committed to enhancing the Pier area, I thought ‘Of Course!’ Everything should be better on the pier: eating, listening to music, watching whales or movies, almost anything,” Farrand stated. “It’s the perfect platform for amazing content and I’m really excited to help curate that experience.”