Santa Monica’s Promenade Entertainment Zone: Frequently asked questions

May 9, 2025 9:49 AM
by Jing Yeo

*Updated May 14*

At its May 13 meeting, the Santa Monica City Council approved a first-of-its kind Entertainment Zone in Southern California on the world-famous Third Street Promenade.

A new California Law, Senate Bill 969, went into effect this year, allowing local governments to create “Entertainment Zones,” which are designated outdoor areas where open container prohibitions are lifted for beverages purchased from participating restaurants and bars. The zones are governed by a specific set of rules intended to keep these spaces safe and enjoyable for everyone.

Santa Monica’s Entertainment Zone allows 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 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.

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).

Per California law, the five essential rules of the Entertainment Zone are:

  1. You must be 21+ and wear an official wristband to enjoy alcoholic drinks to-go. 
  2. Only alcoholic drinks purchased from participating businesses are allowed. 
  3. Alcohol taken to-go must be in a non-glass, non-metal container. 
  4. Finish your drink before exploring another bar, restaurant or shop. 
  5. Enjoy your alcoholic beverages within the Entertainment Zone boundaries.

The ordinance approved by the City Council officially creates Santa Monica’s Entertainment Zone in the city code. City staff are currently finalizing 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 the official activation.

What are the hours of the Entertainment Zone?

Per City Council direction, the Entertainment Zone will begin with a soft rollout with initial hours on Friday through Sunday from 6 p.m. to 2 a.m.

The ordinance allows for the possibility of extending the Entertainment Zone up to 8 a.m. to 2 a.m. daily. Hours can be updated at any time 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.

When will the Entertainment Zone be effective?

The city is aiming to begin activating the program in early June with a soft rollout, with the Pride on the Promenade event on June 21 being the official, celebratory launch.

Authored By

Jing Yeo
Planning Manager