SANTA MONICA, CA – The City of Santa Monica has unveiled a new initiative aimed at revitalizing its downtown corridor with the soft launch of an "Entertainment Zone" on the Third Street Promenade, marking the first of its kind in Southern California.
Mayor Lana Negrete, speaking from the Promenade in a city-produced video, announced that the zone allows patrons 21 and older to carry alcoholic beverages outdoors within a designated area stretching from Broadway to Wilshire Boulevard. The program operates Fridays through Sundays from 11 a.m. to 10 p.m., overlapping with peak police and private security staffing.
“This is a unique opportunity for businesses to extend their hospitality,” said Mayor Negrete. “We see this as an outdoor patio experience—an extension of the outdoor dining that already exists on the Promenade.”
Santa Monica Police Sergeant Rick Verbeck emphasized the department’s visible presence during operational hours. “You’re going to see us on foot, on bike, and in cars,” he said, noting that safety for visitors and residents remains the department’s top priority.
Officials say the pilot zone is designed to encourage local shopping, dining, and tourism while offering a safer, more vibrant downtown experience. Participating establishments will provide special wristbands to patrons over 21, and full guidelines are available at santamonica.gov.
The Entertainment Zone soft launch is part of a broader effort by the city to reenergize the Third Street Promenade and support local businesses with creative economic strategies.
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