Alpas La Union Brings the Music Scene To The Surfing Capital Of The North

When La Union became known as the Surfing Capital of the North, it quickly evolved into one of the Philippines’ top destinations for surfing, beachside relaxation, and vibrant nightlife. Now, Alpas La Union is steadily shaping the province into a thriving hub for live music.

Over the years, Alpas has welcomed some of the country’s most celebrated artists, including Parokya ni Edgar, Ely Buendia, December Avenue, KMKZ, and P-pop groups BINI and KAIA. The venue blends lush greenery and beachfront views with high-energy performances, offering an experience that feels intimate yet electric.

Tucked away in the quiet town of Bacnotan, the venue is a short drive from the bustling municipality of San Juan, making it the perfect private location for an intimate yet alive music scene in the middle of surftown.

At the helm of Alpas La Union is Champ Lui Pio, lead vocalist and guitarist of the renowned band Hale, who also serves as President of Alpas La Union.

In an exclusive interview with Billboard Philippines, Lui Pio shares that Alpas began with its first branch in General Luna, Siargao, established in 2018. He explains, “Back in 2017, we (Hale) released a song called ‘Alon.’ Then I got a call from the director, Paul Soriano. He heard it on the radio and said he wanted to get the song for the movie Siargao, which was part of MMFF (Metro Manila Film Festival) at the time.”

“He flew me to shoot a music video for the soundtrack, and then I met a local there who tried to sell me land and pitched an idea of putting up a business on the island. So, I decided to put up a business, and from 500 square meters, we slowly expanded.”

On that note, he emphasizes that the La Union branch of Alpas was created with the vision of becoming a space for live music specifically. As a space that’s also a plant studio and beachside café, the venue was designed to be a “community space” for all kinds of activities — whether you’re looking to spend a quiet weekend by the beach or craving a tight-knit performance by your favorite artists by the sea. Moreover, the dining area of the resort transforms into an intimate amphitheater for their live music events.

According to Lui Pio, this amphitheater served as the stencil for the space as a whole, sharing, “That was really one of our major considerations, or the inspiration, rather, during the designing process — to include a beachfront amphitheater that serves as both a dining area and a space for watching live music.”

Furthermore, those who visit La Union would know that the heart of the surf scene lies in San Juan — but with the help of local surf instructors, Alpas recently opened a school for those who’d like to try out a less crowded and fun break in Bacnotan. Self-dubbed as “the ultimate surf destination in Bacnotan,” Q by Alpas holds everything the surf enthusiast would desire — pumping waves and a coffee shop to relax at after a good session.

With that, from music to waves, Alpas has been instrumental in putting Bacnotan on the map in La Union — not only as a peaceful and serene refuge, but as a growing hub for some of Surftown’s most exciting live music performances. In doing so, it has carved out a space where sound and sea meet, reshaping Bacnotan into a destination also defined by its creative pulse.