Santa Monica is getting ready for the holidays with a familiar tradition Downtown and a new arrival on the Pier, where Swiss-style chalets, raclette and mulled wine will bring a taste of the Alps to the Pacific coast.
Frost on 5th celebrates its grand opening Nov. 5, marking the annual ice rink’s 19th season with a refreshed name and look. On Nov. 18, Swiss Winter Village makes its waterfront debut with more than 60 artisan chalets, live entertainment, workshops and an ice rink overlooking the ocean. It will run through Jan. 3, 2027.
Together, the attractions promise a festive season stretching from Downtown to the waterfront, and an opportunity for local shops and restaurants to benefit as families turn a holiday outing into a day in Santa Monica. “This year, we’re building on that legacy with a refreshed identity as Frost on 5th, bringing a fresh, frosty feel to the experience while preserving the traditions families and friends have come to love,” said Debbie Lee, CEO of Downtown Santa Monica, Inc. “With 7,200 square feet of real ice just blocks from the ocean, Frost on 5th offers a uniquely Southern California way to celebrate the holidays and make memories year after year.”
The rink welcomed more than 36,000 skaters last season, according to Downtown Santa Monica, Inc. Its opening celebration runs from 5 to 10 p.m. Nov. 5, with remarks and a special performance scheduled for 5:45 p.m.
Festivities will include a professional figure skating performance, live music, bites from Downtown businesses, face painting, a photo booth and holiday giveaways. Free skating and giveaways will be available while supplies last. The rink will remain open daily through Martin Luther King Jr. Day in January, with firepit and party tent rentals available for seasonal gatherings.
On the Pier, Swiss Winter Village will bring a different winter setting to the waterfront. “The Santa Monica Pier has been a gathering place for over a century, and bringing people together is at the heart of a traditional Swiss holiday market,” said Meghan Isgett-Foster, senior project manager at Fever, which is producing the village with Swiss Xmas, Inc. “We’re keeping the traditions that make these markets special, from wooden chalets and raclette to mulled wine, while embracing the unique setting of the California coast.”
The village will combine Swiss vendors with local businesses, including Coast & Canyon Shop’s hand-decorated seashell ornaments and food from Sunny Blue and Bun & Mi.
Visitors can expect cheese tastings, seasonal food and drinks, Santa visits, Hanukkah festivities and a rotating entertainment calendar. Workshops will include flower-crown making inspired by the Swiss tradition of decorating cows with flowers as they return from the mountains. “It’s a fun way to introduce visitors to Swiss culture through a hands-on experience,” Isgett-Foster said.
Swiss Xmas brings 15 years of experience producing Christmas markets across Europe, according to Isgett-Foster. The Santa Monica Pier Corporation will have a dedicated programming space and lounge within the village, while a partnership with Pacific Park will offer ticket bundles incorporating its rides.
For city leaders, the holiday attractions are also an opportunity to generate business beyond the summer tourism season. Santa Monica’s Realignment Plan includes initiatives to activate public spaces and strengthen the local economy. “Swiss Winter Village is exactly what our Realignment Plan is about: bringing major events to Santa Monica that fill our streets, our restaurants and our shops,” Mayor Caroline Torosis said. “Every visitor who comes for a cheese tasting and stays for dinner Downtown helps power our economic recovery.”
Lee said the Downtown rink serves a similar purpose, encouraging families to combine skating with shopping, dining and other activities. “By encouraging visitors to make a day of their trip, the rink helps extend their time downtown, introduces them to new experiences, and creates additional opportunities for local businesses to benefit from increased visitation,” she said.
The city wants that activity to extend between the waterfront and Downtown. “The Pier may be the starting point of someone’s Santa Monica experience, but we want it to be far from the last stop,” the city said in written responses.
City officials cited increases in spending and sales tax revenue associated with this year’s World Cup activations as evidence of major events’ potential to support local businesses. Staff will assess the winter village through attendance, foot traffic at the Pier and Downtown, visitor spending, nearby businesses’ sales trends and participation by Santa Monica vendors and creators.
The city’s agreement with the organizer includes opportunities for local businesses and community access. Eligible Santa Monica businesses receive weighted priority in vendor selection, while a rotating market stall called the Startup Slot is reserved for first-time Santa Monica creators. Permanent Pier tenants receive priority booth access and opportunities for on-site cross-promotion.
The city said it is also working with the San Gabriel Band of Mission Indians and Meztli Projects on opportunities to amplify Indigenous voices and artists. Village tickets start at $12.90 for adults and $8.90 for children. Children ages 3 and younger enter free. Discounted admission is available for Santa Monica residents, seniors, students, military personnel and Metro riders, with resident discounts varying between weekdays and weekends. Storytime, children’s crafts and live entertainment are included with admission. Food, ice skating, Santa photos and workshops cost extra.
Isgett-Foster said organizers are donating 1,000 complimentary tickets through community partnerships involving the Pier Corporation’s Locals’ Nights, the city’s Housing and Human Services programs and Heal the Bay. The city also reported a $3,500 contribution to Heal the Bay.
For organizers, the ambition extends beyond a busy opening season. “For us, success goes beyond attendance,” Isgett-Foster said. “It’s about creating an experience that brings the community together and becomes a holiday tradition Santa Monica families look forward to year after year.”
Lee hopes visitors will explore celebrations across the city. “Our goal is to encourage visitors to venture beyond a single event or attraction and discover everything happening throughout the season,” she said.
Frost on 5th tickets and event information are available at frostonfifth.com. Swiss Winter Village information is available at swisswintervillage.com/santa-monica.