It’s official! You can sip while you shop at the 3rd Street Promenade in Santa Monica.
The Santa Monica City Council had been considering allowing visitors to imbibe, while they stroll the 3rd Street Promenade. Following a 6-hour meeting on Tuesday night, the City Council voted unanimously to approve the alcoholic open container ordinance.
What we know so far about Santa Monica’s “drink and shop” zone
The new ordinance will allow people to walk along the 3rd Street Promenade, which runs from Wilshire Boulevard to Broadway, carrying alcoholic beverages. Drinks can be purchased from participating businesses along the promenade between 8 a.m. and 2 a.m.
However, drinks can only be served in approved to-go cups that are neither glass nor metal. Additionally, all participating businesses must check IDs and issue official city-provided wristbands, which customers are required to wear while drinking outdoors.
The goal of the new ordinance is to increase foot traffic and boost business for all the shops on the promenade. The California state law allowing “Outdoor Entertainment Zones” was passed with the intention of revitalizing local businesses that had seen slower in-person traffic since the pandemic.
Santa Monica is making history by being the first city to implement a “drink and shop” zone under the new state law. The law went into effect in January, but so far no other California cities have utilized the new economic opportunity.
Vice Mayor Caroline Torisis vocally supported the movement stating, “I want to express my strong support, yet again, for the intention behind the entertainment zone – revitalizing our downtown core. I think we all need to stay focused on what we’re trying to do here. We’re trying to revitalize the downtown core, support our small businesses, and we’re trying to bring fun and joy and vibrancy back to the promenade.”
The new ordinance is expected to take effect in June, just in time for frosty frozen summer margaritas on the promenade. However, the city will closely monitor the program. After 6 months they will conduct a review and share the findings with the public.