By Jorge Casuso

April 20, 2026 -- Santa Monica is posied to cash in on a series of upcoming regional and global events over the next three years, after the City Council last week greenlighted key license agreements.

The proposed agreements include a FIFA World Cup "fan activiation" at the Pier in June, a regional music and cultural festival on the beach and Pier this fall and an international hub during the 2028 Summer Olympics.

The Council on Tuesday also unanimously approved six Municipal code amendments "to facilitate major temporary activations on a case-by-case basis."

The amendments "allow the Council to consider limited, event-specific flexibility for events of extraordinary scope and community benefit, supported by clear findings and enforceable agreement terms," City staff wrote in a report to the Council.

The Council's actions "are intended to provide the City with the tools to pursue major event opportunities in a way that protects public assets, recovers City costs, minimizes impacts, and supports economic development," staff said.

Luring major events to the world-renown city is a key component of a $60-million Realignment Plan to revitalize a once booming local economy that has been struggling to recover after the coronavirus shutdown five years ago.

The events "will support local businesses, attract visitors, generate international visibility and strengthen Santa Monica’s position as a premier coastal destination over the next few years," City officials said.

The proposed events kick off with the Michelob ULTRA Pitchside Club fan experience from June 11–25 "designed to create excitement and increase foot traffic on the Pier and for businesses with live match viewing, interactive games, cultural programming, merchandise offerings and appearances by athletes."

Activations developed with producing partner Revel Republic -- which include watch parties, fan festivals and family-friendly events -- will take place throughout Downtown and the beach during the competition that ends July 19.

They include four "Golden Hour" events on the Promenade that feature free pre- and post-match activities on the once bustling three-block stretch and "The Garden Series" in Tongva Park.

The park events on June 14 and July 12 offer "free relaxed and restorative activities centered around globally inspired craft experiences that include jewelry making, pottery and printmaking, and wellness activities that include movement sessions and guided breathwork.

The World Cup-related events will wrap up on July 19 with the return of the COAST Open Streets Festival, featuring art installations, cultural programming, interactive experiences and food vendors.

The proposed music and cultural festival on the beach and pier this fall would be produced in partnership with Goldenvoice, one of the nation’s leading producers of large-scale music events, including the Coachella Valley Music and Arts Festival.

The two-day ticketed event -- which includes 12 to 15 musical artists, curated food and beverage offerings and festival and artist merchandise -- would draw as many as 35,000 attendees.

The festival agreement, staff wrote, "would be expected to include provisions addressing community engagement, public safety, mobility, sound mitigation, sustainability, accessibility, local business coordination, and post-event restoration."

Meanwhile, a proposal from the Austrian agency Hochsitz would turn portions of Crescent Bay Park and Beach Parking Lot 4 South in Ocean Park into an international hub during the 2028 Summer Olympics.

The hub would include a satellite broadcast center and two hospitality houses that would "attract international media, government dignitaries, sponsors, and Olympic stakeholders," City officials have said.

When the Council voted to enter into an Exclusive Negotiating Agreement (ENA) with Hochsitz last June, City officials called the project "a once-in-a-generation opportunity to showcase Santa Monica to a global audience."

"Such visibility has the potential to elevate the City’s global profile, generate increased tourism, and drive substantial economic activity for local businesses," City officials said at the time.

The event-related code amendments approved by the Council last Tuesday address noise, park and beach use, community events, street performers, signs, and "related operational provisions."

The updates to park and beach regulations, staff said, "would clarify the City’s ability to authorize temporary structures and installations through community event permits or license agreements, including modern event elements such as drone shows when conducted under agreement with the City."

The noise and street performer amendments "are intended to improve the City’s ability to balance public programming, crowd management, and surrounding uses during major events while preserving appropriate City oversight," staff said.