Cheers to a New Era: Third Street Promenade Allows Open-Container Alcohol

Campbell Wellman Third Street Promenade Santa Monica

Santa Monica's iconic Third Street Promenade is about to experience a revitalization unlike any other. In a unanimous vote, the Santa Monica City Council recently approved a groundbreaking ordinance that will allow open-container alcoholic beverages within a designated "Entertainment Zone" on the Promenade. Starting June 21st, visitors can enjoy a new level of freedom and vibrancy in the heart of downtown Santa Monica.  

This bold pilot program is a direct response to the economic challenges faced by the Promenade, exacerbated by the pandemic and, to some extent, recent regional shifts. Once a bustling hub, the Promenade has seen a rise in vacancy rates and a desire for renewed foot traffic and energy. Inspired by successful entertainment zones in cities like Las Vegas, New Orleans, and even San Francisco (the first in California to leverage the new California Senate Bill 969 which enables these zones), Santa Monica aims to breathe new life into its beloved pedestrian mall.

What You Need to Know to Enjoy the New Promenade Experience:

  • When: The program kicks off on June 21st and will operate Friday through Sunday, from 6 p.m. to 2 a.m. (with potential for expanded hours in the future if successful).  

  • Where: The designated "Entertainment Zone" spans the 1200-1400 blocks of the Third Street Promenade, between Wilshire Boulevard and Broadway.  

  • How it Works: To participate, you must be 21+ and purchase your alcoholic beverage from an approved, licensed vendor directly on the Promenade. You'll receive a city-issued wristband and your drink must be in a non-glass container. Remember to finish your beverage before entering another business or leaving the designated zone.  

  • Safety First: The city is prioritizing safety, with increased monitoring by both the Santa Monica Police Department and private security. This pilot approach allows for continuous evaluation and adjustments to ensure a safe and enjoyable environment for everyone.  

Santa Monica Mayor Lana Negrete expressed strong optimism, hoping the plan will significantly boost local business and attract more visitors. This initiative is about more than just drinking; it's about fostering a more dynamic, engaging public space where locals and tourists alike can socialize, enjoy performances, and experience a revitalized downtown core.

While some initial concerns were raised by local business owners and residents regarding potential public safety impacts, city officials are confident that with proper management and a phased rollout, the benefits of increased economic activity and a more vibrant nightlife will prevail. This pilot program will be carefully reviewed after six months, with performance indicators focusing on crime rates, foot traffic, business revenue, and community feedback.

This new chapter for Third Street Promenade promises to enhance Santa Monica's allure as a premier Westside destination, offering a fresh way to experience its unique blend of coastal charm and urban excitement.