Entertainment Zone at the Third Street Promenade

The Entertainment Zone at the Third Street Promenade will open as of Friday, June 13. Hours are 11 a.m. to 10 p.m., Friday through Sunday.

On May 13, the Santa Monica City Council passed an ordinance creating the Entertainment Zone for the Third Street Promenade. Adults 21+ can now purchase alcoholic beverages from a participating, licensed Promenade business and enjoy them outdoors on the Promenade between Wilshire Boulevard and Broadway (1200 to 1400 blocks).

Participating businesses and visitors must follow established rules to comply with California state law and to ensure a clean and safe space for everyone to enjoy.

See the resources below for more information on how to be a part of this new program, either as a business or as a visitor.

The Promenade will remain open, as usual, to families and visitors of all ages! 

Regular hours of operation:

The Entertainment Zone will launch on June 13 for weekend operation (Friday through Sunday), 11 a.m. to 10 p.m.

Expanded hours may be added at a later date.

Special event hours of operation:

Special events serving alcohol may be proposed for any day, between the hours of 8 a.m. and 2 a.m. These events require an event permit and actual event hours will vary by event.

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FAQ

What is the Entertainment Zone?

The Promenade will remain open, as usual, to families and visitors of all ages.

Patrons who are of legal drinking age will be able to purchase alcoholic beverages at a business on the Promenade that has a license to serve alcohol from the California Department of Alcoholic Beverage Control. They can then consume that drink outside within the designated zone, which will run the three blocks of the Promenade.

Participating businesses will need to opt-in and sign a Participation Agreement with the city. The business will be responsible for checking IDs as they normally would when serving alcohol, and they will then provide the customer with an official city-provided wristband that they must wear while consuming the drink outdoors. Business owners will supply their own to-go cups (they must not be made of metal or glass per state law).

Where is the Entertainment Zone?

The Entertainment Zone encompasses the 1200-1400 blocks of the Third Street Promenade, between Wilshire Boulevard and Broadway. No other areas of the city are included at this time.

When will the Entertainment Zone launch?

The Entertainment Zone will be operational beginning with a soft launch on June 13. An official, celebratory launch will occur on June 21 with Pride on the Promenade.

What are the hours of the Entertainment Zone?

Beginning June 13, the Entertainment Zone will be open on weekends (Friday through Sunday) from 11 a.m. to 10 p.m.

Hours may be extended at a later date.

Special events serving alcohol may be proposed for any day, between the hours of 8 a.m. and 2 a.m. These events require an event permit and actual event hours will vary by event.

Can I bring my own alcohol to drink on the Promenade?

No. Patrons in the Entertainment Zone can only consume alcoholic beverages purchased at participating establishments registered with the city.

Only individuals wearing an official wristband will be allowed to consume alcohol on the Promenade.

Can I go shopping with my drink?

Only window shopping. Individuals will not be permitted to take their beverage into any other businesses.

How will underage drinking be prevented?

Businesses will be responsible for checking IDs before selling alcohol, in accordance with their normal practices. All servers of alcoholic beverages on the Promenade are required to undergo alcohol server training with the Santa Monica Police Department, and those same rules – checking IDs, not serving to minors, not serving to anyone who is obviously intoxicated, etc. – still apply. Wristbands will only be provided to individuals who are 21+.

What if someone is drinking on the Promenade and gets rowdy?

The Santa Monica Police Department has been in close coordination with Downtown Santa Monica, Inc.’s private security firm for the Promenade, Legion, on the Entertainment Zone rollout and guidelines. In addition to Santa Monica Police Department’s routine patrols downtown, private security will maintain a regular presence on the Promenade during all hours the Entertainment Zone is operational.

The city, Legion and Downtown Santa Monica, Inc. will monitor and continuously evaluate the program to assess whether updates need to be made or the program must be paused for reconsideration due to participant conduct or other impacts.

The Community Development Department has identified a number of metrics that we hope will provide insight into the positives of the Entertainment Zone – such as sales tax revenue and foot traffic – as well as any potential negatives, such as calls for police service, increased promenade maintenance and trash collection needs, etc. The first formal staff evaluation of the Entertainment Zone will occur six months after the official activation.

How will tourists or others from out-of-town know the rules?

There will be signs posted throughout the Promenade and at the boundaries of the Entertainment Zone denoting the five essential rules. Each participating business will also be required to post the rules at their establishment.

The Community Development Department is also working closely with Downtown Santa Monica, Inc., Santa Monica Police Department, Public Works Department, the city’s Office of Communications and others to ensure a smooth rollout of the Entertainment Zone.