There was a time when one of the best bar and nightlife spots in Los Angeles was the Third Street Promenade in Santa Monica. It had happening bars, restaurants, lots of foot traffic and a big mall. The place was buzzing all the time and it spilled over into other businesses along Ocean Ave., as well as to the famous Santa Monica Pier.
But that was a while ago. The past several years, businesses left and so did the shoppers and PubClubbers, leaving behind homeless people, crime, empty storefronts and a deserted mall that was once the pride of the city.
Well the city is picking itself up off the ground, dusting itself off and spending $3 million on a revitalization that it hopes will bring life and energy back to the area. In an earlier move, the city joined a few other California cities in designating the area an “entertainment zone” allowing for people to purchase alcoholic beverages from a participating, licensed Promenade business consume them outdoors on the Promenade between Wilshire Boulevard and Broadway (1200 to 1400 blocks), until 11 p.m. It is widening this “entertainment zone” to include all of downtown.
“Santa Monica is taking a big bet on itself, and we think that that’s going to pay off,” Mayor Caroline Torosis told KCBS TV.
The plan is phase two of the city’s realignment plan, which the council approved last October. It’s made it easier to open sidewalk dining and turn empty shops into restaurants with new zoning changes. The plan also eliminates the $1,000-per-seat wastewater fee for new builds and remodels. It also provides 90 minutes of downtown parking for just $1.
“We can highlight and leverage our entertainment zone here in Southern California that allows folks to come, gather around special events, and walk up and down the iconic Third Street Promenade with a drink in their hand, in a celebratory fashion, family-friendly fashion, safe fashion, to invite foot traffic and visitors back into our downtown,” Torosis said.
The director of the Main Street Business Improvement Association, Hunter Hall, told KCBS he has already seen encouraging signs from the revitalization efforts.
“We’re doing more events than ever,” he said. “Our sponsors are getting more interested than ever. There are big events on the horizon in Santa Monica that wouldn’t be happening if there weren’t real confidence.”
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