Santa Monica City Council has approved a proposal transforming the Third Street Promenade into an entertainment zone, allowing visitors to consume alcoholic beverages outdoors from licensed businesses. This initiative aims to stimulate the commercial strip's recovery from pandemic-related struggles, as foot traffic has declined significantly, dropping by over one-third since 2019. The zone will operate from 6 p.m. to 2 a.m. on weekends, requiring participants to be 21+ and purchase wristbands for alcohol consumption. Local leaders express hope that this move will enhance visitor engagement and support local businesses.
We believe that the entertainment zone will have a positive impact in downtown, not only by boosting foot traffic and supporting local businesses but also by encouraging leasing in a one-of-a-kind area like the Third Street Promenade, which is already built out to be an entertainment zone.
Third Street Promenade, a once-thriving commercial district of shops, restaurants and bars, has seen declining foot traffic for years, dropping by more than third since 2019.
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