The Santa Monica City Council unanimously approved agreements Tuesday to transform the city's beachfront into a hub for major entertainment events over the next three years, capitalizing on a wave of international sporting competitions coming to the Los Angeles region.
The 7-0 vote authorizes City Manager Oliver Chi to enter exclusive negotiations with five private entities for events expected to draw hundreds of thousands of visitors to Santa Monica's beaches and pier during the 2026 FIFA World Cup, 2027 Super Bowl and 2028 Olympic and Paralympic Games.
The approved proposals include a Michelob Ultra fan experience at the Santa Monica Pier during the June 2026 World Cup, a new annual music festival produced by Goldenvoice beginning fall 2026, an ESPN fan festival and broadcast presence in February 2027 timed to the Super Bowl, and two major Olympic activations in summer 2028.
Michelob ULTRA, official beer sponsor of the 2026 FIFA World Cup, will bring its Pitchside Club fan experience to Santa Monica Pier in June 2026. The 21-and-older activation will feature live match viewing, interactive soccer games, programming for fans, limited-edition merchandise and appearances by athletes, celebrities and global icons. The company plans a full buyout of the Viceroy Hotel during the tournament to house talent, partners and operational staff. More information will be posted at MichelobULTRA.com before the tournament.
Santa Monica is partnering with Goldenvoice, a division of AEG Presents, to produce a new music and cultural festival on the city's coastline in fall 2026. The inaugural single-day event would accommodate 30,000 to 35,000 attendees and feature 12 to 15 musical artists, curated food and beverages, merchandise, art installations and guest services. Goldenvoice plans to design a festival aligned with Santa Monica's character that encourages resident attendance and drives economic activity for local businesses. The concert would return annually in fall 2027 and 2028.
"Partnering with the city of Santa Monica to bring a yearly music festival to the Pier is a true honor for us," said Melissa Ormond, Goldenvoice chief operating officer. "We can't wait to bring world class music and artists to one of the most beautiful urban locations in the state."
Santa Monica is working to partner with ESPN in early 2027 to create a fan-engagement experience on the pier and adjacent beachfront. The activation would feature productions staged against the coastline, community-focused programming, nonprofit engagement and partnerships with local vendors and hotels. ESPN said the pier and beachfront capture Southern California's vibrant spirit and thanked the City Council for embracing its vision and community commitment.
The French National Olympic and Sport Committee proposes operating "Club France," its official hospitality house, at Annenberg Community Beach House during the 2028 Summer Olympics in July. The venue would serve as the primary gathering point for French athletes, officials, guests, fans and media. The concept blends live event viewing, cultural programming, French cuisine and athlete celebrations in an open environment promoting national pride and international engagement.
“We are convinced that Santa Monica and the Annenberg Community Beach House will provide the ideal setting for an ambitious, accountable and welcoming Club France, serving our athletes, French and American fans, our partners, the media, and the entire French sports movement,” CNOSF President Amélie Oudéa-Castéra said.
Additionally, the city is finalizing a proposal for a Santa Monica Nations Village and international broadcast hub at Crescent Bay Park in partnership with event producer Hochsitz. The concept includes a temporary broadcast center for official Olympic media partners, hospitality houses for participating nations and brand activations.
Officials said the partnerships represent a significant shift in the city's event strategy and a cornerstone of Santa Monica's Realignment Plan, which aims to attract business investment and foster economic growth.
"The next few years are a defining opportunity to showcase Santa Monica at its best, from our beach and Pier to the heart of our downtown along our iconic coastline," Mayor Caroline Torosis said in a statement. "We are ushering in Santa Monica's Renaissance by delivering results, revitalizing our core, and setting the city up for its next chapter."
City officials emphasized that none of the events will receive public subsidies, marking a departure from Santa Monica's previous approach to large-scale events that focused on revenue generation.
"We've developed a pricing methodology that establishes cost recovery as our minimum standard such that the city incurs no net loss and provides no public subsidy to the production of these events," Deputy City Manager Peter James told the council.
The proposal includes community events at no or low cost to the public and use of local businesses, along with a legacy project to provide lasting community benefit.
Despite the scale of the proposal, public input was sparse. Supporters said well-planned events would increase foot traffic and support locally owned businesses. Critics said the events would overwhelm the city’s resources.
Torosis emphasized the importance of measuring economic impact beyond foot traffic, requesting staff track hotel bookings, restaurant reservations, consumer spending and job creation. She also stressed ensuring accessibility for all residents.
"This should not be for the wealthy few. This should be for everyone in the region who's coming to enjoy our great city," the mayor said.
All agreements remain subject to California Environmental Quality Act review and California Coastal Commission approval. Staff anticipate the events will require modifications to city code regarding noise, light, signage and parking restrictions.
City staff plan to return to council in January or February with proposed code changes. The agreements also include provisions for legacy improvements to public infrastructure, community benefits and prioritization of local businesses and workers in event operations.
"All of this puts Santa Monica on a global stage," James said. "It's a chance for us to show our face to the rest of the world and to show the spirit of Santa Monica."