Major events agreements advance, World Cup activations kick into high gear

April 16, 2026 5:03 PM

*The World Play Zone location has been updated as of May 26, 2026.

SANTA MONICA, Calif. (April 16, 2026) — The Santa Monica City Council on Tuesday authorized staff to move forward with license agreements for several major events that will support local businesses, attract visitors, generate international visibility and strengthen Santa Monica’s position as a premier coastal destination over the next few years.

As part of its two-year $60 million Realignment Plan revitalization effort, Santa Monica is set to shine on the global stage as a premier destination for entertainment, sports watch parties and major activations during a wave of international events coming to the Los Angeles region over the next three years.  

The activations include a 2026 FIFA World Cup event at the Pier, a planned fall 2026 Goldenvoice two-day music and cultural festival, an ESPN fan engagement and international broadcast activation in winter 2027, and a variety of experiences centered around the 2028 Olympic and Paralympic Games.

This period of revitalization will kick off in June with the 2026 FIFA World Cup, including the Michelob ULTRA Pitchside Club fan experience on the Santa Monica Pier from June 11–25. A free, 21+ large-scale soccer-themed environment, the Pitchside Club is designed to create excitement and increase foot traffic on the Pier and for businesses with live match viewing, interactive games, cultural programming, merchandise offerings and appearances by athletes.

Activations developed with producing partner Revel Republic throughout Downtown and the beach will keep the World Cup enthusiasm rolling with watch parties, fan festivals and family-friendly events for the duration of the competition from June 11–July 19.

“As we welcome the world to our shores for the World Cup, we’re ready for business, ready for fun, and ready to show what makes our city so special,” Mayor Caroline Torosis said. “By creating real economic opportunity through these exciting activations, we’re building a framework for success and doing things differently, and I’m very proud to be part of this moment.”

Downtown and beach activations will include:

Golden Hour at Third Street Promenade, June 12, June 21, June 27 and July 10 – designed to complement the Pier fan experience with free pre- and post-match activities, Golden Hour features exhibitors, fan experiences, local vendors and more.
World Play Zone at Kiss & Ride Lot at 4th Street and Colorado*, weekends June 11–June 28 – a ticketed family friendly World Cup activation designed to engage young fans and multigenerational households with soccer challenges, skill stations, and play.
The Garden Series in Tongva Park, June 14 and July 12 – free relaxed and restorative activities centered around globally inspired craft experiences and wellness, such as jewelry making, pottery, and printmaking, along with movement sessions and guided breathwork.
The return of COAST Open Streets Festival, July 19 – a free, all-ages, car-free, pedestrian-focused culmination of Santa Monica’s World Cup activations featuring art installations, cultural programming, interactive experiences and food vendors. COAST will link key destinations along and near Ocean Avenue, including the Santa Monica Pier, Tongva Park, Palisades Park, Arizona Avenue, Third Street Promenade and the Fourth Street Metro E Line terminus.

All upcoming events will be posted on the city’s event calendar at santamonica.gov/events.

To view the Advancing Major Events staff report, click here, and to view the council discussion, click here.

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Tati Simonian
Public Information Officer
Tati.Simonian@santamonica.gov

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