Swiss Winter Village will debut on the Santa Monica Pier on Nov. 18 and run through Jan. 3. The European-inspired holiday market will feature handcrafted gifts, seasonal food and drinks, and live entertainment. Visitors can also expect visits with Santa Claus, Hanukkah celebrations and festive activities for all ages.
The two-month event is designed to draw visitors to the pier after the height of summer and increase foot traffic for surrounding businesses. It was created by Fever and Swiss Xmas Inc., the organizers behind several of Switzerland’s renowned Christmas markets. The event supports the city’s Realignment vision to bring activity back to public spaces and strengthen the local economy.
“Raclette, ice skating and holiday shopping on the Pier make Santa Monica the place to be this winter,” Mayor Caroline Torosis said. “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.”
The city’s agreement with the organizer includes community benefits for residents and local businesses.
The organizer pledged to donate 1,000 tickets to Santa Monica nonprofits through the city’s Housing and Human Services Department. Groups that serve underserved children and foster families will get priority. Free and discounted admission for local residents is also planned.
The organizer also contributed $3,500 to local nonprofit Heal the Bay. The contribution supported free admission to one of Heal the Bay’s October events and provided discounted tickets to its broader network and community.
A weighted selection process will prioritize eligible Santa Monica businesses. A rotating market stall is reserved for first-time local creators to showcase their products.
For existing pier businesses, the agreement includes engagement with the Pier Tenants Union and priority booth access for pier tenants. It also provides on-site cross-promotion of permanent pier establishments and coupons encouraging visitors to patronize participating businesses.
The city is also exploring a partnership with the Santa Monica Public Library on seasonal activities. These include holiday storytime and a free Arts Month community concert in April 2027 at the Miles Memorial Playhouse.
“At Fever, we believe in investing in the communities that host our experiences,” said Isabel Solano, Fever’s vice president of original experiences. “That’s why we’ve partnered with the city to give local creators a place in the market, drive visitors to Pier businesses and share the season with Santa Monica families and nonprofits.”
More information and updates are available at https://swisswintervillage.com/santa-monica/.
Edited by SMDP Staff