For all the talk about waterfront revitalization, there is already a place by the lake that the citizens have taken over and created into something quite special. Down in the port lands, Cherry Beach in summer has long been a party spot of choice for DJs, promoters and scene-seekers looking for some serendipity in Toronto's nightlife.

During the summer, almost every Friday or Saturday night sees various organizers lug in generators, sound systems and lights to hold beach parties that harken back to the early days of the '90s rave scene. Drawn by word-of-mouth and web message boards, hundreds of people have begun to show up, struggling in the darkness to find the beats by the beach.

It's not really a secret, it's been happening for years — but most people still don't like to talk about the Cherry Beach scene for fear of jeopardizing future events. For the most part, police at the 51 Division station that sits on Cherry St. just up from the beach let the events happen undisturbed, provided things don't get too out of hand.

"Don't wreck the parties," is the common sentiment of those who have been enjoying the free outdoor fun, when asked pesky questions.

While the nights are active, the flagship event actually happens during the day. Cherry Beach Sundays are the labour of love of David Macleod and Irving Shaw. As the braintrust for the Promise events, the two have been throwing successful parties around town for years, but their decision to stage Cherry Beach parties (first held as a one-off in 2002) in the light of day has shown they are a breed apart.

"We love it," says Macleod. "You don't know how many people we've met through it, how many people email us to make sure it's still going."

"How we've always positioned it is that Cherry Beach is a gift and we've been lucky enough to be allowed to continue to use it for such an extended period of time," says Shaw.

"Also we've really pushed over the years to create it — not as something to continue your weekend in terms of a clubbing experience, per se — but more to unwind, to hang out with your friends. You know, bring your kids and your dogs, Frisbee, hammocks, have a picnic and just relax."

This is the fifth year for the pair's Sunday jams. Starting at around 3 p.m. from May until Sept. 1, the guys' eclectic programming brings in DJs and performers of all stripes to jam in the sun. Usually a few hundred people come out; on long weekends, the event is moved to Monday and the turnout can double.

Shaw and Macleod talk about the events as a way of giving back to the community, but it's also obvious that hosting brings them a lot of joy.

"We go through about 70 performers, DJs, musicians and bands through the summer, so the ability it gives us to explore different kinds of music is unbelievable," says Shaw. "It's to the point that we can call just about anyone in the city and they'll happily do it."

Completely free, the events have a definite hippie vibe, which comes straight from the top guys imposing very few rules other than a "leave no trace" policy — that is, clean up your mess and don't damage anything. It is a place where you'll see young club kids and older partygoers mingle. There are families there who have stumbled onto the event, and older ravers who bring their kids. The tone is laidback and mellow, with most people laying on blankets and others dancing. It's one of the closest things this city has to Montreal's Tam Tams — summer Sunday events in which vast numbers of people spontaneously cluster to play hand drums on the eastern slope of Mount Royal.

"We're inspired by those events in Montreal, like Tam Tam and Picnic Electronique, that are ad hoc community events, loosely organized and mainly based on the participation and goodwill of the people that attend," says Shaw. "Really that's what shapes Cherry Beach — the people who come."

The two organizers accept donations to pay for the generator and sound system, but the rest comes out of their pockets. While the guys are a bit reticent to talk about the events, this season there are three more weekends left.

Close by Cherry Beach is The Docks nightclub complex, long the focal point for noise complaints. Last month, the Alcohol and Gaming Commission capped a 10-year legal battle by ruling in favour of Toronto Island residents and revoking The Docks' liquor licence.

After The Docks appealed the ruling, its licence was restored, temporarily at least, under certain conditions. While a truce currently seems in place, Shaw and Macleod were asked by Jerry Sprackman, owner of The Docks, to discuss the situation. According to the Promise duo, he told them that he respected how they are responsibly handling their Cherry Beach events, but if his liquor licence is jeopardized, he may have to cite them as another source of the noise along the waterfront. "He basically said that he had to protect his investment," says Shaw. "Which we understand."

After the meeting, the Promise duo detailed Sprackman's position in a message to their huge mailing list, and offered pointers for other promoters using Cherry Beach. Their note, written in an even-handed way and expressing sympathy for both the Islanders and The Docks predicament, suggested sound systems should be pointed away from the island, and people should avoid getting lippy with police officers if they show up.

"The response has been overwhelming, although a lot of people are surprised by how articulate we sound," says Macleod with a laugh.

It's a respect-thy-neighbour approach that many others in the city could learn from.

"The fact is, it doesn't have to be loud to be fun," Macleod says.

He and Shaw are pledging to hold Promise events on a spot inland from the beach, and to make routine checks to make sure the sound isn't travelling across the water. As well, they say they'll check with friends living on the islands to make sure they aren't being disturbed.

For those looking with a critical eye at Cherry Beach, there may be violations here and there, particularly at night. Sure, there are people being freely recreational in what they smoke or pour into their plastic cups. Just as people are doing, less publicly perhaps, in every other corner of the city.

That said, if you want an exhibit for the city's T.O. Live with Culture campaign, here it is at Cherry Beach — living and breathing in a part of city that most people couldn't care less about.

For those who do care, it's one of this city's best summer traditions.