Santa Monica Approves Third Street Promenade Public Drinking Zone

Santa Monica's City Council has approved an 'Entertainment Zone' on the 1200-1400 blocks of the Third Street Promenade, allowing adults 21 and over to purchase and consume alcoholic beverages outdoors within the designated area. This initiative, launching in June and operating Fridays through Sundays from 6 p.m. to 2 a.m., aims to revitalize the Promenade by increasing foot traffic and supporting local businesses affected by the pandemic and wildfires. Participants must wear wristbands, carry drinks in non-glass, approved containers, and purchase beverages only from participating licensed establishments, with enhanced security measures in place to ensure responsible consumption. Supporters, including local officials and business leaders, view the zone as a creative solution to bring vibrancy back to the area, while some residents express concerns over public safety and potential increases in crime. The program's rollout will coincide with the Pride on the Promenade event, marking a high-profile start to the new policy. City officials emphasize that similar zones in other municipalities have succeeded without major issues, hoping to replicate that success in Santa Monica.