Santa Monica’s iconic Pier parking deck is set to trade cars for fondue and faux ice this winter, after the City Council voted on June 23 to let a Swiss Winter Village move in for the holidays. The public market is scheduled to run from November 27, 2026 through January 3, 2027, generally opening daily from noon to 11 p.m., with extended hours on New Year’s Eve. Organizers are planning for roughly 250,000 to 400,000 visitors over the run and expect to charge about $15 per ticket.
Council Signs Off On The Deal
At the June 23 meeting, the council approved a license with Swiss Xmas Inc. that runs from November 2, 2026 through January 15, 2027. The agreement allows the event to exceed certain municipal code limits on construction hours, signage and noise, according to the Santa Monica Daily Press. The city is guaranteed either a minimum payment of $320,200 or 8% of net ticketing revenue, whichever total ends up higher, and staff told the council the deal is structured to cover city costs without a public subsidy.
Key Piece Of City’s Big-Event Strategy
The Swiss Winter Village is one of several large-scale happenings Santa Monica is courting as part of its Realignment Plan and its new Major Events Division. As outlined by the City of Santa Monica, staff have been negotiating multiple major activations, including World Cup fan experiences and a planned Goldenvoice festival, in an effort to boost visits and pump more business toward local shops and restaurants.
What The Winter Village Promises
Organizers say the Pier deck will be transformed into a holiday market that blends Swiss craftsmanship, food and design with local programming. Plans call for a faux-ice skating rink and other seasonal installations. City staff and organizers told the council they intend to prioritize Santa Monica businesses in choosing vendors and are offering several community benefits, including 1,000 free tickets for nonprofit groups, a free Candlelight concert, special discount windows for residents and a "senior golden hour." Event producers have also pledged to coordinate closely with pier tenants and Pacific Park, according to the Santa Monica Daily Press. Major Events Manager Aaron Orozco told the council the producers were "absolutely on board with being flexible" about operating hours.
What Comes Next
Alongside the Winter Village vote, the council signed off on the Santa Monica Pier Corporation’s fiscal year 2026–27 budget and extended the city’s services agreement with the corporation through June 30, 2027, while staff continue to work on broader pier governance and event intake processes. The City Clerk’s agendas page lists the June 23 meeting and will host the related staff reports and materials for public review, according to the City Clerk.
