The city of Santa Monica has passed a motion that will turn its 3rd Street Promenade area into an “entertainment zone,” allowing adults aged 21 and over to consume alcohol as they walk outdoors.
The city council voted to approve the ordinance during a meeting on Wednesday that went long into the night.
The Promenade area has been experiencing an economic slowdown traced to the COVID pandemic, and was compounded by the recent wildfires.
Global Dining, Inc. of California CEO Lucian Tudor hopes the move will revitalize the area, which has seen several businesses leave.
“It’s tough to run a business. I think this is the solution. Thinking out of the box and innovating is the solution,” Tudor said.
Some are concerned that the move will do more harm than good, only adding to the city’s list of troubles.
“There’s enough problems with homeless, crime and everything else. We don’t need to add drinking outside,” Santa Monica resident Deborah Chance said.
Santa Monica Mayor Lana Negrete says that other cities around the nation have adopted similar ordinances without many issues.
The new “entertainment zone” rules at the Promenade include the following:
- Must be 21+ and wear an official wristband
- Only drinks purchased from area businesses are allowed
- Alcohol to-go must be in a non-glass container
- Drinks must be finished before entering another bar
- Beverages must be consumed within the “entertainment zone” boundaries
- Drinks will not be allowed inside stores
City officials said the ordinance can take effect once authorities post the proper signage and businesses are trained.
The city is planning an official celebratory launch on June 21, during the Pride on the Promenade event.
