Santa Monica’s new Entertainment Zone debuted last weekend with music, crowds and margaritas to-go, serving a host of visitors on the Third Street Promenade during its opening soft launch. The pilot program, which allows patrons to carry alcoholic drinks purchased from approved restaurants while walking the three-block stretch between Wilshire Boulevard and Broadway, will run Fridays through Sundays from 11 a.m. to 10 p.m.
But even as visitors enjoyed the novelty, questions emerged between city officials driving the program and board members of Downtown Santa Monica, Inc. (DTSM), who are tasked with implementing its logistics and oversight.
The initiative, approved unanimously by the City Council last month, is part of a broader push to reimagine the Promenade as a more vibrant, flexible space in the face of declining retail and changing visitor habits. City staff including planning manager Jing Yeo and economic development manager Jennifer Taylor have promoted the zone as a foundation for future programming. In addition to existing weekend hours, Taylor suggested possible “micro-activations” to encourage more businesses to participate and floated the idea of large-scale seasonal events such as an Oktoberfest.
However, that raised some concerns during Tuesday’s DTSM board meeting.
“Have you given some thought to the amount of FTE that’s going to be required, both from ambassador service on cleaning and maintenance and also from security to manage what we have currently and then with expectations of expanded businesses?” asked Jeremy Ferguson, DTSM’s operations and placemaking director.
Ferguson said DTSM had deliberately overstaffed for the soft launch and found that current levels were manageable, but cautioned that expansion would require a new staffing and budgeting strategy.
“Right now everything is within budget,” he said. “But I want to see what we’re going to do over the next few weeks. If I have a solid understanding of where we’ll expand, I’ll be able to take my plans that I’ve worked on with Block by Block and Legion Corporation [and] give you an analysis probably within 24 hours.”
Treasurer Eric Sedman also raised concerns that the City appeared to be moving forward with program changes without sufficient coordination with DTSM, which oversees day-to-day downtown operations.
So far, seven restaurants are participating: 1212, Barney’s Beanery, Cabo Cantina, Casa Martin, Holey Moley, Pickle Pop and Ugo. Per state law, drinks must be consumed in plastic or paper containers and patrons must be 21 or older, wearing wristbands issued by the restaurants. Beverages cannot be taken into other businesses or beyond the designated zone.
DTSM staff said the rollout went smoothly. The Promenade was full of visitors during the soft launch, which coincided with the No Kings Day protest on Saturday and Father’s Day on Sunday. Temporary outdoor seating, including bistro tables and picnic benches, was consistently in use and marketing staff said awareness signage was deployed throughout the area. Pride on the Promenade and a city-sponsored pickleball tournament are both scheduled to take place within the zone this coming weekend.
Security teams logged only one alcohol-related incident, in which a visitor was found outside the boundaries with a drink and returned without issue. Street cleaning crews reported a slight increase in litter pickup, while landscaping and graffiti cleanup were already being handled through routine DTSM operations.
City officials have said the program will be evaluated at three-month intervals, with expansion decisions contingent on safety, compliance and economic impact. But business owners and DTSM board members have continued to voice concerns over restroom access, competition from potential pop-up vendors and the need for enhanced security in public parking structures during zone hours.
During an earlier training session with business owners, Yeo acknowledged that the program's future would depend on how well stakeholders follow the rules and maintain a safe, inviting environment. Taylor said officials are working closely with DTSM and individual businesses to promote participation and ensure the program’s visibility.
Santa Monica is not the only city in California pursuing this model. San Francisco was the first city, implemented last fall. However, their approach is different because it’s in multiple areas of the city, but only for a single event at a time like Oktoberfest or Pride.
Long Beach this week became the second city in Los Angeles County to approve a downtown Entertainment Zone under Senate Bill 969, which took effect this year. The ordinance, passed Tuesday by the Long Beach City Council, permits outdoor alcohol consumption within designated areas and is intended to help revitalize the downtown dining and entertainment district. A one-year pilot is expected to launch this summer.
For now, DTSM officials in Santa Monica say they remain cautiously optimistic. But as Sedman made clear, successful implementation will require more than good marketing. It will demand clarity on costs, staffing and long-term roles and a stronger partnership between the City and the DTSM organization expected to keep it all running.
scott.snowden@smdp.com