By Jorge Casuso

June 17, 2025 -- The "soft launch" of Southern California's first Entertainment Zone turned into a bustling weekend as visitors enjoyed their drinks strolling on the Promenade.

Some of those who attended Saturday's anti-Trumps protests that drew an estimated 4,000 people flocked to the iconic walk street to enjoy the new zone, followed Sunday by families celebrating Father's Day.

"It was neat to know that the effect of what we wanted is happening," said Mayor Lana Negrete, who pushed for the entertainment zone unanimously approved by the Ciity Council last month.

"There was a noticeable increase of people on the Promenade," said Negrete, who showed up all three days. The protesters "spilled into the city. Everybody went to eat afterwards."

The zone allows visitors to buy alcoholic drinks on the Promenade and consume them on the street between 11 a.m. to 10 p.m. on Fridays, Saturdays and Sundays.

Six of the 13 existing establishments licensed to serve alcohol participated in the program -- 1212, Barney’s Beanery, Cabo Cantina, Casa Martin, Holey Moley and Pickle Pop.

To participate, the businesses signed an agreement with the City and were responsible for checking IDs to ensure patrons were 21 before issuing the wristbands needed to take the drinks outdoors.

Those purchasing drinks must remain within the zone's boundaries on the Promenade's three block stretch from Broadway to Wilshire Boulevard
and can't take the drinks into any other businesses.

The drinks -- which range from beer to hard liquor -- must be served in to-go cups not made of metal or glass.

The Santa Monica Police Department (SMPD) and Legion, Downtown Santa Monica, Inc.’s private security firm for the Promenade, will have "a regular presence" when the Entertainment zone is active, City officials said.

Public safety sweeps are conducted starting at 10 p.m. when the zone closes down "to ensure that hours are adhered to," officials said.

The Entertainment Zone is part of the City’s broader plan to "revitalize the Promenade and provide unique experiences for visitors
and residents," City officials said.

City and Downtown officials hope the program -- which could be expanded -- will help boost business on the world-renowned destination that has been dealt major blows by a seismic shift to online shopping and the coronavirus shutdown.

“The Entertainment Zone is part of a bigger picture -- reimagining the Promenade not just as a place to shop or dine, but as a shared space where people can connect, relax and enjoy the energy of downtown Santa Monica,” said Andrew Thomas, CEO of Downtown Santa Monica, Inc.

“We’re building the kind of city experience people are looking for.”