The following is a lightly edited press release from the City of Santa Monica:
Starting last Friday, adults 21+ can purchase an alcoholic beverage from a participating, licensed Promenade business and enjoy it outdoors between 11 a.m. to 10 p.m. on Fridays, Saturdays and Sundays within the Entertainment Zone boundaries on the Third Street Promenade.
Approved by the Santa Monica City Council last month, the Entertainment Zone is part of the city’s broader plan to revitalize the Promenade and provide unique experiences for visitors and residents.
Initially proposed just for events, the vision for the Entertainment Zone has updated hours and activations to allow brunch guests and daytime visitors to partake in the Entertainment Zone while they enjoy Santa Monica’s beautiful weather and outdoor entertainment.
The Entertainment Zone will be in full swing during the annual Pride on the Promenade event, Santa Monica’s premier Pride celebration on Saturday, June 21, from 2-7 p.m.
Participating businesses so far include:
- 1212
- Barney’s Beanery
- Cabo Cantina
- Casa Martin
- Holey Moley
- Pickle Pop
Santa Monica’s Entertainment Zone is the first in Southern California, made possible by California’s Senate Bill 969, which allows local governments to create designated outdoor areas where open container prohibitions are lifted for beverages purchased from participating restaurants and bars.
“Santa Monica is continuing to reimagine the experience on the Third Street Promenade,” Mayor Lana Negrete said. “As a small business owner myself, I can say from experience that a rising tide lifts all boats, and bringing interest and vitality to our downtown will be felt across our city’s business community as a whole.”
In the initial rollout, the Entertainment Zone hours are from 11 a.m. to 10 p.m. on Fridays, Saturdays and Sundays only. Entertainment Zone participants must be wearing a city-approved wristband distributed by a participating business and abide by the Entertainment Zone rules.
- You must be 21+ and wear an official wristband to enjoy alcoholic drinks to-go
- Only alcoholic drinks purchased from participating businesses are allowed
- Alcohol taken to-go must be in a non-glass, non-metal container
- Finish your drink before exploring another bar, restaurant or shop
- Enjoy your alcoholic beverages within the Entertainment Zone boundaries
The Santa Monica Police Department and Downtown Santa Monica, Inc.’s private security firm for the Promenade, Legion, will maintain a regular presence on the Promenade during all hours the Entertainment Zone is operational.
Public safety sweeps will be conducted beginning at 10 p.m. on days when the Zone is active to ensure that hours are adhered to.
“Safety has always been, and will continue to be, our top priority in Santa Monica,” Police Chief Ramón Batista said. “You’ll see us out on the Third Street Promenade alongside our public safety partners. We urge everyone to use common sense — follow the rules, stay alert and make smart choices when traveling to and from the Zone. And remember: never drink and drive.”
Visitors are encouraged to use public transportation to enjoy the Entertainment Zone. Taking Big Blue Bus to the Third Street Promenade is easy, convenient, and only costs $1.10 with a TAP card. Visit bigbluebus.com to plan a trip, learn the tips and tricks of riding and review the Code of Conduct. The Metro E Line Downtown Santa Monica station is also a short walk from the Third Street Promenade.
The Entertainment Zone may be activated during special events outside of limited weekend hours. An event permit will be required, and rules will need to be followed.
“The Entertainment Zone is part of a bigger picture—reimagining the Promenade not just as a place to shop or dine, but as a shared space where people can connect, relax and enjoy the energy of downtown Santa Monica,” CEO of Downtown Santa Monica, Inc. Andrew Thomas said. “We’re building the kind of city experience people are looking for.”
