Santa Monica’s iconic 3rd Street Promenade will now allow outdoor alcohol consumption as part of a sweeping entertainment zone plan to revive its pandemic-battered downtown core.
At a Glance
- Santa Monica City Council approved an outdoor “entertainment zone” on 3rd Street Promenade
- Open container laws are suspended weekends from 6 p.m. to 2 a.m. between Wilshire and Broadway
- Businesses must check IDs and issue wristbands; only plastic or paper drinkware is permitted
- The program aims to boost foot traffic and commercial leasing after high vacancy rates
- Critics warn the city lacks adequate security to manage homelessness and rising crime
Alcohol and Atmosphere
In a major push to revitalize downtown Santa Monica, city officials have launched an “entertainment zone” on the 3rd Street Promenade—a weekend program allowing patrons to openly drink alcohol within specific boundaries. Backed by Mayor Lana Negrete, the plan aims to transform the promenade into a nightlife hotspot akin to Las Vegas or New Orleans, and is supported by California’s new Senate Bill 969, which permits such open-container pilot zones.
Watch a report: Santa Monica’s Open Container Policy Begins.
Only businesses that sign a formal participation agreement may serve to-go drinks in approved containers. The Santa Monica Police Department and private security will monitor the area, which is currently limited to Friday through Sunday nights, with an option to expand to daily operations if successful.
A Downtown Comeback—or Trouble Brewing?
Vacancy rates on the promenade, once over 30% during the pandemic, have dropped slightly but remain a concern. “We’re trying to bring fun and joy and vibrancy back,” said Vice Mayor Caroline Torisis. Officials believe foot traffic and nightlife will reignite local commerce and encourage leasing.
Still, critics remain unconvinced. Local resident Denise Barton called Santa Monica the “most unsafe city in the state,” citing a lack of police amid growing homelessness. John Alle, of the Santa Monica Coalition, condemned the plan as premature: “There aren’t enough staff to protect our buildings. My building is boarded up.”
Balancing Buzz and Safety
As preparations ramp up for a grand opening event on June 21, officials face the difficult task of delivering economic growth while avoiding new headaches. Andrew Thomas, CEO of Downtown Santa Monica Inc., remains optimistic: “We believe the entertainment zone will boost leasing and business,” he said, calling the promenade a one-of-a-kind space.
The city hopes careful regulation and gradual rollout will silence critics and win public support. Whether this initiative becomes a model for urban revival—or a cautionary tale of misplaced priorities—will depend on what happens after the drinks start flowing.
