Santa Monica is betting on a lively new atmosphere to rejuvenate its iconic Third Street Promenade. In a move mirroring entertainment districts such as Bourbon Street and parts of Las Vegas, the city council unanimously approved an ordinance allowing open containers of alcohol within a designated zone. The goal is to draw larger crowds and boost business in the pedestrian-only shopping area.
The approved entertainment zone spans three blocks of the Promenade, from Wilshire Boulevard to Broadway. Customers can purchase alcoholic beverages from participating businesses and consume them within the zone's boundaries. The initiative comes as Santa Monica seeks to recover from pandemic-related economic challenges and revitalize its downtown core.
Mayor Pro Tem Caroline Torosis emphasized the aim to inject "fun and joy and vibrancy" back into the Promenade, while supporting struggling local businesses. However, the decision wasn't without its critics. Residents expressed concerns about potential safety issues and an increase in public intoxication, particularly given existing challenges with the unhoused population.
Business owners largely welcomed the change, arguing that diversifying the Promenade's offerings is crucial for its survival. They pointed to the rise of entertainment-focused businesses with limited capacity and highlighted the importance of alcohol sales to offset high rents in the area.
The entertainment zone will initially operate on Fridays, Saturdays, and Sundays from 6 p.m. to 2 a.m. The city plans to expand the zone's operating hours to cover the entire week from 8 a.m. to 2 a.m. as quickly as possible. Strict guidelines will be in place: patrons can't bring outside alcohol into the zone, and participating businesses must provide wristbands to identify legally purchased drinks. Alcohol consumption will be restricted to outdoor areas.
Currently, 13 businesses on the Promenade hold licenses to serve alcohol. The city aims to launch the entertainment zone on June 21, coinciding with Santa Monica's Pride on the Promenade event.
This makes Third Street Promenade the first entertainment zone of its kind in Southern California, enabled by the recent passage of California Senate Bill 969. The bill extends the authority to create such zones to local governments statewide, following earlier legislation that solely applied to San Francisco. San Francisco already has established entertainment zones and plans to add more.