Santa Monica is preparing to transform its coastline into a global entertainment destination, with city officials moving forward on negotiations for five major events tied to the 2026 FIFA World Cup, 2027 Super Bowl and 2028 Olympic Games.
The Santa Monica City Council will consider on Dec. 16 whether to authorize negotiations for hospitality houses, fan festivals and broadcast centers that would occupy prime beachfront real estate over the next three years, beginning with a World Cup activation in June 2026.
"Over the next several years, the Los Angeles region will become a global stage for some of the world's most watched sporting and cultural events," City Manager Oliver Chi wrote in a report to council. "Santa Monica's coastline, public spaces, public transit access, and established reputation as a world-class destination create a rare opportunity for the City to participate in and help shape this regional moment on the global stage."
The proposed events include a FIFA World Cup fan festival at the Santa Monica Pier, a Goldenvoice-produced music festival along the beach, an ESPN broadcast and fan experience, and two Olympic hospitality activations in summer 2028.
All five proposals require council approval to enter exclusive negotiating agreements, letters of intent or term sheets that would allow detailed planning while environmental review is completed. None of the events would receive city subsidies, and each must meet full cost recovery through a single all-inclusive license fee covering land use, parking replacement and city services.
World Cup Fan Festival
Anheuser-Busch's Michelob ULTRA brand proposes bringing its "Pitchside Club" fan experience to the Santa Monica Pier for approximately three weeks in June 2026, coinciding with FIFA World Cup matches in Los Angeles.
The activation would feature match viewing, brand activations, live broadcasts, food and beverage service and daily fan programming for guests 21 and older. Estimated capacity ranges from 1,000 to 5,000 guests at any time, with total attendance projected between 25,000 and 75,000 visitors over the 15-day programming window from June 11-27.
The proposal includes a three-week occupation from June 7-30, encompassing load-in, the activation period and load-out. Michelob ULTRA would secure a full buyout of the Viceroy Hotel for lodging and production support, generating direct hotel revenue.
Staff anticipates bringing a proposed Pier entertainment zone to council in winter 2026 to permit controlled open-container service during major activations.
Fall Music Festival
Goldenvoice, the AEG Presents division that produces Coachella and Stagecoach, is exploring development of an annual music and cultural festival on Santa Monica's coastline beginning fall 2026.
The inaugural festival would accommodate 30,000 to 35,000 attendees across multiple days, featuring 12 to 15 musical artists, curated food and beverage, art installations and partnership activations. The footprint would utilize the Sandbox, Pier Parking Deck and portions of beach parking lots.
Under an exclusive negotiating agreement, Goldenvoice would assess feasibility while addressing public safety, mobility, sound mitigation and sustainability requirements. The company has indicated it would design programming to align with Santa Monica's character and encourage resident attendance.
ESPN Broadcast and Fan Experience
ESPN proposes creating a broadcast and fan-engagement experience on the Santa Monica Pier and adjacent beachfront in February 2027, tied to a major sporting event at SoFi Stadium.
The weeklong activation would feature live national and international productions, community-focused programming, nonprofit engagement and partnerships with local vendors. The estimated one-month occupation would include load-in, technical build-out, programming and full restoration.
ESPN would occupy the Pier deck and beachfront area south of the Pier with temporary production structures, broadcast stages and controlled public-access zones.
Olympic Hospitality Houses
Two separate Olympic activations are proposed for summer 2028, when Los Angeles hosts the Summer Olympic and Paralympic Games.
The French National Olympic and Sport Committee seeks to operate "Club France," its official hospitality house, at the Annenberg Community Beach House for approximately 35 days. The venue would serve as the primary gathering point for French athletes, officials, guests, fans and media, featuring live event viewing, cultural programming, French cuisine and athlete celebrations.
Under proposed terms, France would pay a $1.55 million license fee, with city services costs to be negotiated. The committee has committed to substantial free or low-cost public events, use of local businesses and a legacy project.
Separately, LOIDL LLC, operating as Hochsitz, proposes developing a "Nations Village" and international broadcast hub at Crescent Bay Park and portions of Lot 4 South. The 103-day occupation would span both Olympic and Paralympic periods, hosting broadcast studios serving official media partners, hospitality houses for participating nations and premium brand activations.
Hochsitz, an international production firm, has supported multiple Olympic partners since 2014, including sponsors, national Olympic committees and major broadcasters.
Financial Structure and Goals
The city has developed a unified pricing methodology that combines three cost drivers into single all-inclusive fees: concierge city services including permitting and public safety, parking revenue displacement and land rental for coastal real estate.
"Santa Monica will not incur a net loss," Chi wrote, noting that events during peak summer season must account for both direct and opportunity costs of allocating high-demand beachfront space.
The city distinguishes between "high benefit" activations offering broad public access and cultural programming, which may receive greater flexibility, and private programming evaluated at closer to market rates.
Staff created an internal working group led by the City Manager's Office to coordinate planning across all departments including fire, police and transportation. The group is developing municipal code amendments to provide exceptions for noise, lighting, signage and other provisions necessary for large-scale events.
City officials said the activations could strengthen Santa Monica's global profile, support local businesses, generate new revenue and create cultural outcomes while maintaining fiscal responsibility.
"These activations could strengthen the City's global profile, support local businesses, generate new revenue for public assets, and create cultural and community-serving outcomes," Chi wrote. Final license agreement terms would return to council for review after environmental compliance is completed.
