Guests sample drinks from the Well Oiled Wine Co. at the Devour Culinary Classic on Feb. 23, 2025.
Santa Monica, California – Santa Monica is the latest California city to embrace a new kind of revitalization tool: the open-air “entertainment zone.” Announced earlier this month, the initiative will allow visitors 21 and over to enjoy alcoholic beverages while walking the Third Street Promenade, one of the state’s most iconic pedestrian plazas. The plan reflects a broader trend sweeping California, where cities are rethinking how public spaces can support both community engagement and economic recovery.
Inspired by similar zones in cities like Las Vegas and New Orleans, Santa Monica’s new policy is designed to encourage foot traffic and support struggling local businesses. Once bustling with diners and shoppers, the Promenade has faced a wave of closures in recent years. Now, city leaders hope that lifting restrictions on outdoor alcohol consumption—within defined areas and hours—can bring life back to its storefronts.
The move is enabled by Senate Bill 969, which took effect in January 2024 and permits cities to create entertainment zones where adults can carry open containers between establishments. Other cities like San Francisco, San Jose, Santa Clara, and Sacramento have already launched or are exploring similar zones, many citing the devastating impact the COVID-19 pandemic had on hospitality businesses.
In San Francisco, the city’s first entertainment zone on Front Street was followed by more than 20 others. Officials say those zones have brought over 21,000 visitors and led to revenue increases as high as 1,500% for some businesses.
Sacramento is also preparing to adopt entertainment zones, beginning with special events in Old Sacramento and on K Street. The proposal, backed by local businesses, is expected to be voted on by the city council in June.
Not everyone supports the trend. Some advocacy groups have raised concerns about potential noise, underage drinking, and neighborhood disruptions. Still, supporters argue that the zones are tightly regulated, often requiring permits, oversight from local police, and partnerships with community groups.
For restaurateurs like Dustin Lancaster of Bar Covell and L&E Oyster Bar, the initiative represents a welcome reprieve. “We’ve had a tough few years,” Lancaster said. “If this brings people back out and helps us keep the lights on, I say let’s give it a shot.”
After all, as many see it, sipping a drink outdoors in the Southern California sun is less a public menace—and more a small luxury in a recovering city.
