Integrated coastal management (ICM) is still challenge at any governance level, but, particularly, for the small local governments and scattered coastal communities, especially, when aiming for in complementary manner of all stakeholders to design and create, establish and collaboratively manage the municipal coastal governance (MCG) system, but in practice having limited, often not linked, elements or instruments for such system as is also the case in Latvia. The EU BONUS programme, supported BaltCoast project (2015-2018) in the Baltic Sea region to provide related studies with an internationally acknowledged methodology based on socialecological system (SES) and stakeholder participation approaches-System Approach Framework (SAF), which was also adjusted for a particular local rural coastal governance process case in Latvia. Current study has been based on research-and-development (R&D) framework, conducted in the typical local coastal municipality of Salacgriva as a pilot territory applying case study research (CSR) methodology (complementary stakeholder interviews, document studies, observations etc.). The aim of the study was to explore in to the detail the rural local coastal governance shortcomings, analysing all the triple complementary governance dimensionsgovernance content, process and stakeholders' segments-and to recognize the main necessary preconditions for the local coastal governance process functioning and eventual governance system building elements. The findings of the research allow to propose also recommendations: for the local coastal governance process and system design in Latvian municipalities in general; for a range of approaches and basic preconditions to be taken into account-systems approach, complementarity and collaboration; also towards design and development of the mixed ICM application perspective for MCG. It was also recommended to develop MCG instruments, especially, coastal collaborative communication instruments-information, education, participation and coastal-friendly behaviour.