Southern California Coastal City OKs Outdoor ‘Entertainment Zone’ to Revive Promenade

Santa Monica leaders approved outdoor alcohol drinking to encourage more foot traffic.

Pedestrians walk past vacant retail store fronts for lease along the Third Street Promenade in Santa Monica, Calif., on March 20, 2023. Patrick T. Fallon/AFP via Getty Images

Santa Monica city council members approved creating a downtown “entertainment zone” on May 13 to draw more people to the city’s shopping and dining establishments along 3rd Street Promenade, while also allowing them to drink alcohol outdoors.

The idea is to create an experience to bring more people down to shop, eat, and enjoy the downtown area, Mayor Lana Negrete said.