In the coming months and years, the city will see thousands of visitors swarm several high-profile events surrounding the World Cup, the 2028 Olympic Games, and a signature music festival that may become an annual staple.
As part of Santa Monica’s sweeping Realignment Plan, several measures were approved to give the city’s economic comeback a substantial shot in the arm.
In October of last year, the city dedicated $60 million to address challenges in public safety, urban forestry and sustainability, lighting, and street and sidewalk repair, among others. The philosophy behind the investment is that an economic comeback has to start with people feeling safe again in a cleaner, better-maintained city.
Mayor Caroline Torosis recently told the Los Angeles Business Journal, “We are making a $60 million bet on ourselves,” and added, “the changes on the Promenade did not happen overnight, and they’re not going to be solved overnight – but we are moving quickly and as uniformly as possible to cut the red tape and put money on the table.”
This effort appears to have paid off quickly and may be a contributing factor in attracting these major events.
To help coordinate their arrival and chances at success, “The City Manager’s Office Major Events Division has convened a cross-departmental working group to assess event concepts, site suitability, public safety needs, mobility impacts, coastal considerations, operational requirements, pricing, and agreement structure so that proposals are reviewed consistently, and operational issues are addressed early,” according to a staff report.
With costs in mind, the working group subsequently, says the staff report, established “a consistent framework for evaluating event agreements based on public benefit, cost recovery, operational feasibility, and alignment with City priorities.”
Results thus far presented the council with three licensing agreements for consideration on Tuesday evening. They are:
- A “Pitchside Club” World Cup fan experience at the Santa Monica Pier this June. Michelob ULTRA will host the event
- A music and cultural festival taking place on the Pier and beach in the fall of this year. The event will be brought to us by Goldenvoice, the creators of the Coachella Valley Music & Arts Festival, as well as Stagecoach
- The Santa Monica Nations Village and broadcast hub located at Crescent Bay Park and Portions of Lot 4, South, during the 2028 Olympic and Paralympic Games (a possible 103-day commitment)
Staff says the agreements are structured to provide recovery of all costs and not require public subsidy from the city.
These activations should attract visitors to support local businesses – including restaurants and hotels – and solidify the city’s position as a “premier coastal destination.”
Of course, also to be expected are logistical considerations like street closures or detours, as well as an abundance of temporary signage.
And given the events’ locations in the Coastal Zone, all will require review and approval by the State Coastal Commission.
As the council discussion began, Councilmember Dan Hall shared a light story about a recent phone call with his grandmother, who inquired about what he and the city council were trying to accomplish. After telling her that “We’re trying to make Santa Monica clean, safe, affordable, and fun,” he shared with those in attendance, “Tonight, we’re working on fun,” and that he was excited and grateful for the city staff teams who brought the event proposals forward.
Councilmember Lana Negrete said she’s heard from several businesses that “They’re really excited about this opportunity to be involved in the economic rebound of our city.” She added, “This is really at the epicenter of us rebranding ourselves.”
There was some discussion about the duration of temporary signage leading to new business activation. Councilmember Ellis Raskin was more inclined toward a shorter time period, while Councilmember Natalya Zernitskaya favored a 12-month window. Hall and Torosis said they were comfortable with the current citywide standard of four months. Ultimately, Zernitskaya landed there as well.
Torosis sought assurances that public access to lots and beach areas would not be restricted during these events, and received reassurance from staff that the public would retain access.
She was also concerned about traffic impacts on residents during the music festival, to which staff explained they would be encouraging attendees to use bikes and public transit. They expect 35% of attendees to arrive on bicycles.
Given that the World Cup event sponsored by Michelob Ultra was 21-and-over, the mayor further inquired whether a more all-inclusive family event would be made available for people of all ages to enjoy. Staff affirmed something was in the works.
Torosis also said she hopes for “Lasting improvements for the residents here,” and stated, “I would encourage us to continue thinking about legacy, and I think this is going to shape how Santa Monica manages major events on an ongoing basis, and I’m proud to be a part of it.”
The motion to authorize city staff to negotiate and finalize the agreements included the 120-day signage window and passed 6-0. Councilmember Jesse Zwick was absent.
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