In a bold move to revitalize the Third Street Promenade following economic challenges, Santa Monica has sanctioned the creation of an "entertainment zone" where visitors are allowed to consume alcohol in public. According to KTLA, the Santa Monica city council approved this new ordinance, allowing individuals aged 21 and over to enjoy drinks outside, provided they abide by specific rules.
Global Dining, Inc. of California CEO Lucian Tudor sees this initiative as a potential solution to revitalize the area, which has suffered economically due to the pandemic and recent wildfires. "It’s tough to run a business. I think this is the solution. Thinking out of the box and innovating is the solution," Tudor told KTLA. However, concerns regarding public safety and an increase in crime and homelessness have been voiced by locals.
As specified by CBS Los Angeles, the entertainment zone will encompass the blocks from 1200 to 1400 on the Promenade, bounded by Wilshire Boulevard and Broadway. Operating initially on weekends, from Fridays through Sundays, between 6 p.m. to 2 a.m., the zone will feature added security presence to ensure responsible drinking. Mayor Pro Tem Caroline Torosis believes that "to bring our tourists and regional visitors back downtown, I think we need to make it worth their while," as she indicated in a statement obtained by CBS Los Angeles.
Patrons looking to partake in the leisurely libations must wear an official wristband and may only carry drinks in non-glass containers purchased from participating businesses. Such rules are set by Senate Bill 969, which enables local governments to establish designated outdoor areas for open container consumption. Santa Monica officials highlighted that other cities with similar ordinances have seen success without substantial issues, according to a report by FOX LA.
The plan goes into full effect June 21, coinciding with Pride on the Promenade festivities. City officials and Downtown Santa Monica, Inc.'s private security firm Legion, will coordinate with the Santa Monica Police Department to maintain public safety within the new zone, details provided by FOX LA.
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