A bit of Vegas is coming to Santa Monica after outdoor drinking is approved for Third Street Promenade

The Santa Monica City Council voted unanimously Wednesday to allow people on the pedestrianized Third Street Promenade to drink alcoholic beverages outdoors.

The vote clears the way for the Third Street Promenade to become one of the first “Entertainment Zones” in California outside of San Francisco to allow outdoor consumption of alcohol in public spaces — Las Vegas-style — thanks to a law passed last year.

“I want to express my strong support — yet again -— for the intention behind the Entertainment Zone,” Mayor Pro Tem Caroline Torosis said during the meeting, which went early into the early morning on Wednesday. “We’re trying to revitalize our downtown core, we’re trying to support our small businesses, and we’re trying to bring fun and joy and vibrancy back to the Promenade."

The idea is to stimulate the local economy and bring more foot traffic to business areas that have seen fewer patrons since the COVID-19 pandemic.

Council members pointed to several business storefront vacancies on the Promenade.

Andrew Thomas — CEO of Downtown Santa Monica, Inc., a nonprofit that promotes economic growth — told LAist that Promenade visitors won’t be able to sip on their gin and tonic in the Apple store. But he still thinks the ordinance will be a boost for retail businesses.

“If people look at this as an area where they can come and enjoy themselves, that’ll lead to longer dwell times on the street... and shopping more,” Thomas said.

At least two people giving public comments at the council meeting were wary of the ordinance, raising concerns about safety and people making bad decisions under the influence. Some who said they were downtown residents were also worried about more noise spilling out of the Promenade and into surrounding downtown areas late at night.

Ultimately, the council decided to roll the ordinance out Friday through Saturday, between 6 p.m. and 2 a.m. in order to limit police officer overtime. The goal is to expand to seven days a week from 8 a.m. to 2 a.m.

What the Santa Monica ordinance does

• Allows consumption of alcoholic beverages on public streets, sidewalks and public rights-of-way on Third Street between Wilshire Boulevard and Broadway. It also restricts drinking to booze purchased at licensed Entertainment Zone vendors. No BYOB and no metal or glass containers. 
• Prevents people bringing their drinks inside retail businesses or other restaurants on the Promenade.
• The initial rollout of the ordinance, expected mid-June, will allow outdoor drinking Friday to Sunday, between 6 p.m. and 2 a.m. The ordinance also allows the city to roll the program out to seven days a week, between 8 a.m. and 2 a.m., which council members expressed interest in doing soon. 
• At least one licensed vendor permitted to sell alcoholic beverages is open during those hours. According to a city report, six businesses that currently have permits advertise hours past 10 p.m. on weekends. 

The plan for launch

The ordinance will “take immediate effect” as long as local authorities have the proper signage and safety training for businesses in place, according to a city staff report.

The report says the city anticipates an Entertainment Zone launch event coinciding with Pride on the Promenade on June 21.