Montana Avenue will transform into an open-air arts destination on Saturday, Oct. 3, when the Montana Avenue Art Walk returns as one of the city's signature celebrations commemorating the 100th anniversary of historic Route 66.
The free, day-long event will stretch 10 blocks along Montana Avenue, from Sixth to 17th streets, and will feature fine art installations, live music, wellness experiences, artisan vendors, culinary offerings, interactive brand activations and family-friendly programming, organizers said. The street will be closed to vehicle traffic for the day.
This year marks a shift in how the annual event is produced. The Montana Avenue Merchant Association has selected Venice Blvd Productions to reimagine the Art Walk, the company behind The Venice Fest, a Westside festival that has grown to draw more than 20,000 attendees since its 2021 launch.
Sarah Fisk, owner of Venice Blvd Productions, said the goal is to build on the event's longtime identity rather than replace it.
"The foundation of the Montana Avenue Art Walk remains the same, a celebration of art, local businesses, and the community that makes Montana Avenue so special," Fisk said. "Rather than changing what the Art Walk has always been about, we're adding new layers to the experience — creating more opportunities for people to engage with art, discover local businesses, participate in programming, and explore Montana Avenue from end to end."
Those new layers include a curated live music stage featuring local musicians, interactive art installations, dedicated family and wellness programming, a classic car showcase and new community and brand partnerships, Fisk said.
The event's timing alongside the Route 66 Centennial gives the celebration added significance. As Santa Monica's official Route 66 Centennial event, the Art Walk honors the city's role as the historic western terminus of the highway while showcasing its coastal culture and creative community.
"And with this year coinciding with the Route 66 Centennial, we have a unique opportunity to celebrate Montana Avenue's place within that history while creating something that feels fresh, elevated, and distinctly Santa Monica," Fisk said.
Organizers emphasized that Montana Avenue's boutiques and restaurants will be woven into the day's programming. The 10-block footprint will become an Entertainment Zone, allowing participating restaurants to offer drinks to-go that attendees can enjoy while walking the avenue. Merchants are also encouraged to create their own programming, from special promotions and shopping experiences to artist showcases, music and in-store events.
"The existing Montana Avenue boutiques and restaurants are an integral part of the Art Walk and, this year, we're creating even more opportunities for them to become part of the programming," Fisk said. "We want attendees to discover an artist, hear live music, participate in an experience, stop into a boutique, grab a drink or a bite, and continue exploring, making the entire avenue part of the experience."
Michelle Kelly of the Montana Avenue Merchant Association said the event is a highlight of the year for the neighborhood.
"We're so excited to open up Montana Avenue and share it with everyone as we showcase incredible artists," Kelly said. "It's something we look forward to every year, and we love seeing the street come alive with both the creative energy of the artists and the vibrant community who joins us."
Over the past five years, Venice Blvd Productions has collaborated with brands including Airbnb, Waymo, Gatorade, Athletic Brewing, Smartwater, Sparkling Ice, King's Hawaiian and Postmates. Fisk said the approach that translates from The Venice Fest is a focus on placemaking and giving people a reason to stay and explore, though she noted Montana Avenue's established character calls for a different touch.
"Montana Avenue already has such a distinct identity," Fisk said. "Our approach isn't to bring The Venice Fest to Montana Avenue, it's to take what we've learned producing large-scale community events and apply it in a way that feels authentic to Montana Avenue."
Organizers said they are working with the City of Santa Monica on a traffic and operations plan that includes temporary street closures within the footprint while keeping major signalized intersections open. Because the avenue is surrounded by residential streets, Fisk said minimizing neighborhood impact remains a priority, with attention to traffic flow, safety, event hours and cleanup.
The Art Walk is free and open to the public. Attendees are encouraged to walk, bike or drive, with nearby parking and dining available.