Broadwalk Friday Fest is making Hollywood sizzle in a hip, cool way.

The surf-and-turf soiree, launched in June by the Hollywood Beach Community Redevelopment Agency, is attracting thousands of partygoers from South Florida and beyond to the 2 ½-mile Broadwalk just yards from the Atlantic, said Richard Sala, the agency's executive director.

''Traditionally, the summer months were the Broadwalk's slow time. But not anymore,'' Sala said. ``It's just great to see residents and tourists mingling, dancing, eating, and having a great time.''

It's true. On June 27, the event drew families, sweethearts, senior citizens and singles for the second offering, which featured nine musical stations along the Broadwalk. From Jim Seidel's Roots of Rhythm drumming circle at Garfield Street to a deejay spinning disco tunes at O'Malley's, the nearly 20-block stretch of restaurants, shops and bars was abuzz with blues, swing, jazz, rock and every genre in between.

''We have to stop now or the police will come stop us,'' Galo Rivera, lead singer of the Santana Tribute Band, jokingly warned fans hooting ''encore, encore'' for more of Carlos Santana's greatest hits at the Hollywood Beach Theater band shell.

Food, beverages, and merchandise specials included two-for-one drinks at O'Malley's; a free glass of wine with every order of frog legs at Cafe Metropol; a free pitcher of beer with each pizza at Ocean Pizza & Cafe; and a 30 percent off bikini sale at Poorly Drawn Stickman.

And let's not forget the clowns, free face-painter, and strolling magician.

The fun resumes from 7 to 10 p.m. Friday with more discounts and a new lineup of music: the Diane Ward Band, Peter Betan, Byron Shelly and other bands. For those who want to make their own music, head to Karaoke Night from 8 p.m. to midnight at Oceans Eleven.

Judy Erickson, who organizes Friday Fest for the CRA as the agency's marketing and events manager, calls the twice-monthly event ``a joy.''

''We're simply lucky to be able to bring so much talent -- and fun -- to one place,'' she said.

Erickson said the July 25 event will kick off the CRA's Red, White and Bluegrass weekend through July 27. The weekend promises a slate of local and national bluegrass bands and old-time mountain folk activities such as a liars contest for the best tall tale, hollerin' contests, a barbecue cook-off and a down-home bluegrass jam in a makeshift Pickin' Parlor at Garfield Street.

''We encourage everyone to come -- especially bluegrass musicians for the jam,'' Erickson said.

But some hometown musicians already get the gist of Friday Fest.

Daniel Gualtieri, 18, of Miami, showed up with his classical guitar on a recent Friday for an impromptu jam in the sand with college friends. Art Ladd of Hollywood said he always brings his wife, Gabby, daughter, Layla, 2, and his guitar to the beach on Friday nights.

''People can be who they are on Hollywood beach. They can play music or listen. They can get an ice cream cone or a gourmet meal,'' Ladd said. ``That's what the beach is all about, it's an easy-going place that brings the community together.''

Hollywood beach's Broadwalk Friday Fest is from 7 to 10 p.m. on the second and fourth Friday of the month through Dec. 26. For information, call 954-924-2980.