In a bold move to rejuvenate its struggling downtown district, Santa Monica has launched a six-month pilot program permitting open-air alcohol consumption along a designated stretch of the Third Street Promenade. The initiative, which commenced in early June 2025, designates a three-block area between Wilshire Boulevard and Broadway as an “Entertainment Zone,” allowing adults aged 21 and over to enjoy alcoholic beverages outdoors during specified hours.
Initially, the program operates from 6:00 p.m. to 2:00 a.m. on Fridays through Sundays, with plans to expand to daily service from 8:00 a.m. to 2:00 a.m. if deemed successful. Participants must obtain a wristband from participating bars and restaurants after age verification and consume their drinks in approved non-glass, non-metal containers within the zone’s boundaries.
This initiative is a response to the economic downturn experienced by the Promenade, which has seen a 25% vacancy rate and diminished foot traffic in the aftermath of the COVID-19 pandemic. By creating a more vibrant and engaging atmosphere, city officials aim to attract both residents and tourists back to the area, thereby boosting local businesses.
The program is made possible by California Senate Bill 969, signed into law in 2024, which authorizes cities and counties to establish “Entertainment Zones” where public consumption of alcohol is permitted under specific conditions. Santa Monica’s adoption of this legislation marks the first implementation of such a zone in Southern California.
While many business owners and city officials are optimistic about the potential economic benefits, some residents and stakeholders have expressed concerns regarding public safety and enforcement. Critics worry that increased alcohol consumption could exacerbate existing issues related to crime and homelessness in the area. To address these concerns, the Santa Monica Police Department and private security firms will patrol the zone during operating hours, and clear signage will outline the rules and boundaries of the Entertainment Zone.
Mayor Lana Negrete emphasized the city’s commitment to revitalizing the downtown core, stating, “The new Entertainment Zone will provide a unique way for visitors to experience the iconic Third Street Promenade that caters to the new trends in shopping and dining.” She added that the initiative is part of a broader strategy to support economic growth and cultural vitality in Santa Monica.
The pilot program’s success will be evaluated after six months, with the possibility of making the Entertainment Zone a permanent fixture if it proves effective in stimulating economic activity and enhancing the downtown experience.