The Santa Monica City Council has unanimously approved a new ordinance allowing adults 21 and older to purchase and consume alcohol along the Third Street Promenade, a pedestrian-only shopping district. This initiative, inspired by entertainment hubs like Bourbon Street and the Las Vegas Strip, aims to reinvigorate the area post-COVID-19, fostering tourism and supporting local businesses. The new entertainment zone spans three blocks from Wilshire Boulevard to Broadway and will initially operate from Friday to Sunday between 6 p.m. and 2 a.m.
Mayor Pro Tem Caroline Torosis emphasized the goal of revitalizing downtown and providing joy and vibrancy to the promenade. However, residents raised concerns about potential safety issues and public intoxication, questioning how the city could manage these alongside its existing challenges with homelessness.
Local business owners expressed their support, highlighting the critical need for the promenade to diversify its offerings to attract visitors. They noted that many recent openings have been centered around entertainment, and alcohol sales are essential for business viability in a competitive environment.
The ordinance includes regulations ensuring safety, requiring businesses to implement safeguards like appropriate signage and staff training. While patrons cannot bring their own alcohol, participating businesses will provide wristbands to signify purchases. Currently, 13 businesses on the promenade are licensed to serve alcohol.
This entertainment zone is the first in Southern California following California Senate Bill 969, which expanded the ability for local governments to establish such zones statewide. Santa Monica’s plan aims to officially launch on June 21, aligned with the city’s Pride on the Promenade event.
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