There’s some positive news for the Third Street Promenade in Santa Monica, which has faced several closures lately.
Mayor Caroline Trosis shared with the California Post that the entertainment zone initiative launched in the summer of 2025 has been successful, particularly with its allowance for outdoor alcohol consumption.
“We’re experimenting with what works and what doesn’t, and we’ve seen some successful events,” Trosis noted. “Interestingly, there hasn’t been an uptick in solicitation, and we actually recorded a 12.5 percent drop in serious crimes last year.” (These serious crimes include offenses like assault and robbery, categorized by the FBI.)
Back in 2024, when California was still bouncing back from the pandemic, Senator Scott Wiener introduced SB 969. This legislation enables cities to create entertainment zones where patrons can enjoy alcohol from nearby bars and restaurants.
The governor signed the bill into law in September 2024, and soon after, Oktoberfest took place on Front Street in San Francisco. This event attracted about 2,000 attendees, a significant increase from the hundreds who participated in the previous event held in a fenced area.
Melissa Buckminster, director of marketing for the Downtown San Francisco Partnership, remarked, “It creates a warmer, more inviting atmosphere, and it’s not something you have to purchase. It’s rewarding to see our small businesses thrive; they can earn in one night what they might usually make in a week.”
Six months following the law’s passage, Santa Monica became the first in California to implement a permanent open container policy from 11 a.m. to 10 p.m. on weekends.
“We observed Senator Wiener’s efforts closely,” Trosis commented. “We analyzed what was happening in San Francisco and consulted with local officials and businesses to consider the best framework for Santa Monica. We wanted to be innovative and forward-thinking.”
Recently, Santa Monica officials decided to extend the entertainment zone to include the Santa Monica Pier, Main Street, and Montana Avenue for special events, rather than on a weekly basis.
“This really boosts foot traffic downtown,” Trosis expressed. “We’re thrilled to leverage this momentum not just for the FIFA World Cup coming up, but for Coachella this summer as well as beach festivals aligned with the Olympics.”
Public information officer Devin Blankenship indicated that there has been growing interest in entertainment zones across California, although it hasn’t become a widespread trend overnight.
“Generally, the adoption of these zones is a gradual process,” he noted.
In contrast, San Diego’s Gaslamp Quarter maintains strict regulations against open containers outside of bars and eateries, with executive director Michael Trimble mentioning that the area has no plans to transition into an entertainment zone due to local safety concerns.
Moreover, California’s popular beaches and parks won’t instantly become entertainment zones, though specific areas in some parks, beaches, and campgrounds will permit alcohol consumption, according to Jorge Moreno, a communications manager with California Parks Southern.
To learn more about where Angelenos can freely drink outdoors, check out the attached video, part of the Post’s “California Explained” series.
