The Santa Monica City Council has approved a new Entertainment Zone along the Third Street Promenade, allowing adults to consume alcoholic beverages outdoors with a phased implementation beginning next month.
The Entertainment Zone will initially operate Friday through Sunday from 6 p.m. to 2 a.m. starting in early June, with the official launch set for the city's annual Pride on the Promenade celebration on June 21.
"The new Entertainment Zone will provide a unique way for visitors to experience the iconic Third Street Promenade that caters to the new trends in shopping and dining," Mayor Lana Negrete said. "It is an example of the many ways Santa Monica is thinking creatively about our economic growth."
The approved zone will cover the 1200-1400 blocks of the Promenade, between Wilshire Boulevard and Broadway. Businesses with current alcohol licenses can participate by signing an agreement with the city.
Under the approved plan, participating businesses must verify customers are at least 21 years old and provide city-approved wristbands that must be worn while consuming alcohol outdoors. Beverages must be served in non-glass, non-metal containers, and patrons cannot bring their drinks into other businesses.
Drinks cannot be taken into other Downtown businesses and officials said the Promenade will remain open to visitors of all ages. City Community Development and public safety staff will provide regular updates on the rollout and make adjustments as needed.
Councilwoman Caroline Torosis said the City has had almost no drunk and disorderly arrests in the Downtown area meaning officials will be able to easily identify and respond to any increase in crime.
“So if people want this, we have to behave like responsible citizens, so we don't revoke it,” she said.
Planning Manager Jing Yeo said the way the rules are written, they can be revised or revoked at any time.
“I think it's important to note that there is no obligation for the city to continue the program,” she said. “It can be stopped immediately if problems arise. This is not an entitlement for any business to do this, so we can be very responsive to call timeout.”
The Entertainment Zone is the first of its kind in Southern California, enabled by California Senate Bill 969, which went into effect this year, allowing local governments to create designated outdoor areas where open container prohibitions are lifted.
The approved program is a step back from the Council’s first draft of the rules but is still an expansion from the proposal presented by staff.
The council initially considered a more extensive proposal at its May 13 meeting, which would have established a permanent entertainment zone operating daily from 8 a.m. to 2 a.m. That proposal, presented as an emergency ordinance for immediate effect, would have covered all public streets, sidewalks, and rights-of-way on Third Street between Wilshire Boulevard and Broadway.
However, it would have required almost $700,000 in police services to patrol the zone in those expanded hours and pulling back the time to weekends coincides with existing police services.
The proposal had drawn heavy criticism from residents in advance of the meeting and that theme continued with opponents targeting noise and safety concerns.
“I cannot believe the council is actually considering this. It will only increase noise, public drunkenness and violence as well as degrade the image of our city and discourage tourists. Please stop this madness,” wrote Deborah Roetman in a written statement.
Supporters of the proposal said the city needed to do something to revitalize the Promenade and the zone would generate new opportunities for both social and economic growth.
“I just wanted to talk pretty frankly about how excited I am about the kind of community that allows us to create in San Monica, and the ability to have these gathering spaces and activated spaces with events where we can all come together and really enjoy our time in Santa Monica,” said Connor Webb.
City officials cited ongoing economic challenges stemming from the COVID-19 pandemic and recent Southern California wildfires as motivations for the initiative, which aims to stimulate economic recovery and make "Santa Monica a vibrant cultural hub."
Torosis reiterated her support for the idea as a vital tool for the city.
“I want to express my strong support yet again for the intention behind the entertainment zone, revitalizing our downtown core,” she said. “I think we all need to stay focused on what we're trying to do here. We're trying to revitalize the downtown core. We're trying to support our small businesses, and we're trying to bring fun and joy and vibrancy back to the Promenade.”
The Community Development Department is finalizing the management plan and working with Downtown Santa Monica, Inc. to install signage communicating the rules and boundaries of the Entertainment Zone.
"Few places in the country have the potential to rival Santa Monica's year-round coastal climate, and this new experience will further elevate our downtown as a place to socialize and connect," said Andrew Thomas, CEO of Downtown Santa Monica, Inc.
