Santa Monica’s Entertainment Zone, which allows for outdoor drinking of alcohol along part of the city’s Third Street Promenade, opens Friday with a soft launch.
Adults of legal drinking age will be able to purchase a drink from a participating, licensed business and consume it outside between 11 a.m. and 10 p.m. on Fridays, Saturdays and Sundays.
The outdoor drinking must be done within the entertainment zone boundaries, and Entertainment Zone participants must be wearing a city-approved wristband distributed by a participating business and abide by the Entertainment Zone rules.
According to the city website, those rules are:
You must be 21+ and wear an official wristband to enjoy alcoholic drinks to-go Only alcoholic drinks purchased from participating businesses are allowed Alcohol taken to-go must be in a non-glass, non-metal container Finish your drink before exploring another bar, restaurant or shop Enjoy your alcoholic beverages within the Entertainment Zone boundariesThe city council approved the zone in May as part of a broader effort to boost business on the promenade, an area where blocks are closed to street traffic.
“Initially proposed just for events, the vision for the Entertainment Zone has updated hours and activations to allow brunch guests and daytime visitors to partake … while they enjoy Santa Monica’s beautiful weather and outdoor entertainment,” according to a city statement. “The Entertainment Zone will be in full swing during the annual Pride on the Promenade event, Santa Monica’s premier Pride celebration on Saturday, June 21, from 2-7 p.m.”
Businesses participating in the program include 1212, Barney’s Beanery, Cabo Cantina, Casa Martin, Holey Moley and Pickle Pop.”
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“Santa Monica is continuing to re-imagine the experience on the Third Street Promenade,” Mayor Lana Negrete said in a statement. “As a small business owner myself, I can say from experience that a rising tide lifts all boats, and bringing interest and vitality to our downtown will be felt across our city’s business community as a whole.”
The Entertainment Zone may be activated during special events outside of limited weekend hours, the city said. An event permit will be required, and the rules will need to be followed.
“The Entertainment Zone is part of a bigger picture — reimagining the Promenade not just as a place to shop or dine, but as a shared space where people can connect, relax and enjoy the energy of downtown Santa Monica,” said Andrew Thomas, CEO of Downtown Santa Monica Inc. “We’re building the kind of city experience people are looking for.”
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