Entertainment Zone Business Enrollment

Click here to return to the Entertainment Zone homepage.

The Entertainment Zone is not just for restaurants and bars! The Promenade allows a range of businesses to serve alcohol, all of which are welcome to join the Entertainment Zone. This ranges from the typical restaurant and bar to retail and pop-up experiences.

To participate, businesses must apply and complete a Participation Agreement with the city, including complying with the following program steps described below.

Note that steps may vary depending on the Entertainment Zone.

Continue the Process:

  1. Step 1: Obtain alcohol license and permit

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    Businesses that have not done so already will need to obtain an alcohol license from the California Department of Alcoholic Beverage Control (ABC) and an alcohol permit from the city of Santa Monica.

    Click here for complete instructions.

    If your business is already approved by the City and State to sell alcohol for onsite consumption proceed to Step 2.

    No ABC license?

    Businesses that do not qualify for, or do not wish to obtain, a permanent license from ABC may participate through temporary licenses / authorization. An alcohol permit from the city may still be required for regular occurring events.  

    A) Partner with a Caterer’s License Holder:

    Partner with a business holding a Type 58 Caterer’s License from ABC. The license holder must be the one to complete the Entertainment Zone Participation Agreement on behalf of your business. Ensure your caterer provides the name and location of your business on the application. 

    B) Partner with a Nonprofit: 

    A non-profit organization may obtain a “Daily License” from ABC using your space as a venue for a fundraiser for their organization. The non-profit must be the one to complete the Entertainment Zone Participation Agreement on behalf of your business. 

  2. Step 2: Notify ABC

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    Submit an Entertainment Participation Notification with ABC, including your ABC License Number(s) for each location at the Entertainment Zone Participation Notification webpage.

    *Retain the ABC notification confirmation email for submittal in Step 4 below.*

  3. Step 3: Complete both parts of the mandatory Entertainment Zone training

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    Part 1: Alcohol Aware Retail Training by Santa Monica Police Department

    Part 2: Bystander Intervention Training by UCLA Health

    If interested, please email ezsm@santamonica.gov to request notification of future training opportunities.

  4. Step 4: Submit your Entertainment Zone participation packet

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    Download and complete the Santa Monica Entertainment Zone Participation Agreement form.

    Submit your signed agreement in PDF format via email to ezsm@santamonica.gov, along with your ABC notification confirmation (referenced in Step 2).

  5. Step 5: Pick up required wristbands for the Entertainment Zone

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    Email info@downtownsm.com to schedule an appointment to pick up your wristbands.

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