By Jorge Casuso
June 30, 2026 -- The Santa Monica Pier will take on an Alpine feel this winter after the City Council gave the go-ahead to mount "an authentic Swiss holiday market" on the structure's wooden parking deck.
The proposed Swiss Winter Village -- one of a number of major events leading up to the 2028 Summer Olympics -- will take place from November 2 through January 15.
Under a license agreement with Swiss Xmas Inc. unanimously approved by the Council last Tuesday, the village will bring in a minimum guaranteed payment of $320,200 or 8 percent of net ticketing revenue, whichever is greater.
Admission to the village requires tickets that will cost around $15, with total attendance anticipated to be between 250,000 and 400,000.
Residents in Santa Monica ZIP codes will have "discounted or free admission windows" and those living in senior centers will get free or discounted rates and "enhanced seating."
The village will be open seven days a week from noon to 11 p.m., with extended hours for New Year's Eve no later than 1:30 a.m. January 1.
The Swiss Winter Village will feature "authentic cultural programming, local artisan markets, live performances, and continuous background holiday music for a large public audience," according to a report to the Council from City staff.
Local Santa Monica artists, craftspeople and food and beverage vendors will be "prioritized" and "spotlighted throughout the holiday fair."
The village "will attract local residents and international visitors alike, will generate significant indirect economic and community benefits, and will promote Santa Monica on a national and global stage," staff wrote.
The Council also approved "targeted waivers" of the City's Municipal Code "to accommodate temporary event activation on the Pier." The exemptions include waiving noise and construction provisions.
The exemptions are needed because event is "extraordinary or unique in scope, scale, or benefit," and the Council deems the ordinance exemptions "necessary to facilitate these major events," staff said.
"To maintain a fully immersive, world-class holiday atmosphere throughout the duration of the event's operating dates, this comprehensive experience is simply not feasible without a temporary waiver of the City’s existing noise provisions."
The Swiss Winter Village is one of a series of "significant major event opportunities" that have the "potential to support local businesses, draw visitors, enhance international visibility, and further position Santa Monica as a premier coastal destination," staff said.