The City of Santa Monica's Planning Manager Jing Yeo answered questions about the proposed first-of-its kind "Entertainment Zone" on the 3rd Street Promenade. This zone would allow adults 21+ to purchase an adult beverage from a Promenade business and consume it outdoors as they walk along the Promenade, play an outdoor game or listen to a performer, and enjoy the beautiful weather our city is known for. This is one of the city’s many new initiatives to make the Third Street Promenade a fun, engaging, desirable destination for visitors and residents alike.
Where is the proposed Entertainment Zone?
The Entertainment Zone would encompass the 1200-1400 blocks of the Third Street Promenade, between Wilshire Boulevard and Broadway. No other areas of the city would be included at this time.
What is proposed for the Entertainment Zone?
The Promenade would 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).
Per California law, the five essential rules of the Entertainment Zone are:
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 ordinance under consideration for the May 13 meeting would officially create Santa Monica’s Entertainment Zone in the city code. If approved by the council, city staff will develop a Management Plan that spells out more specific details, regulations and parameters.
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.
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+.
Can I go shopping with my drink?
Only window shopping. Individuals will not be permitted to take their beverage into any other businesses.
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 its official activation.
What are the hours of the Entertainment Zone?
As currently proposed, the hours would be 8 a.m. to 2 a.m. daily. These hours can be limited in the activation of the Entertainment Zone to ensure a safe and secure environment for everyone.
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 should it be approved by the City Council.
What options is the council considering on May 13?
Proceed with the expanded program as outlined in the staff report and this FAQ
Move forward with an events-based model similar to what was presented at the April 22 City Council meeting
Make adjustments to the expanded proposal, such as limiting hours, days, etc.
Decline to establish the Entertainment Zone
If approved by the City Council, when will the Entertainment Zone be effective?
The city is aiming to begin activating the program in early June, with the Pride on the Promenade event on June 21 being the official, celebratory launch.
Any activation of the Entertainment Zone — whether as a daily occurrence or tied to a special event — will require approval by the city. Further, the city has no obligation to allow activation of the Entertainment Zone if there are safety or operational concerns.
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