A new proposal aimed at revitalizing a Southern California outdoor mall encourages shoppers to drink while they shop. If approved, the ordinance will allow open consumption at the Third Street Promenade in Santa Monica, Calif.
The Santa Monica City council proposed an “entertainment zone” for shoppers to enjoy adult beverages out in the open. Under the proposal, visitors will be allowed to drink daily at the Third Street Promenade from 8 a.m. and 2 a.m. local time.
Although some residents worry that open consumption will be disastrous, others say it’ll bring tourism back to the area.
“We can create an entertainment zone that would be the envy of the rest of the city,” a resident said during a recent council meeting, per CBS News. “We can be the place to go out. We can be the place where tourists want to be and this is a great first step.”
Even the mayor thinks its a good idea. “If we want to bring our tourists and regional visitors back downtown, I think we need to make it worth their while,” said Santa Monica Mayor Pro Tem Caroline Torosis.
Santa Monica has struggled to return to its pre-pandemic glory but tourism is slowly coming back. The coastal city welcomed 4.6 million visitors in 2023, 5.3 million in 2022 and 3.1 million in 2021. More than 8.4 million tourists visited Santa Monica in 2019.
Located near the Santa Monica Beach and Santa Monica Pier, the Third Street Promenade is home to a variety of restaurants, bars, and stores. The three-block promenade also has a movie theater and open space for street performances.
The open consumption proposal will be reviewed this month.
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