To: City Engineering, Mareia Wasef, Zach Pollard, Selim Eren, et al.
CC: Oliver Chi, Pier Bridge Task Force
August 29, 2025
City Engineering Team:
The Pier Business Association, comprising the 28 businesses on the Santa Monica Pier, requests that the City direct the winner of the Pier Bridge Replacement Project to provide a comprehensive and functional signage and wayfinding plan for the duration of this project. Our businesses are at risk of major impacts due to the obstructions this project will cause at the primary ingress point our guests use to access the pier. We would like the plan to include the following:
• Banners / signage
o On temporary foot bridge from Ocean Ave to the Pier
o On any crane installed for the bridge demolition and construction that will be in place for more than 2 weeks
o Ability to update these (but not too frequently, e.g. Route 66 Centennial, Fifa, Super Bowl, Olympics, etc)
• QR code to a map with alternate routes to access the pier (SMTT to host/manage @ santamonica.com); this should be included throughout
• Wayfinding signage, banners, and directionals
o At a minimum, these should cover all ingress points along Ocean Ave from California Ave to Seaside Terrace
o Including all walking and biking paths from parking lots north and south of Pier. o Along Bike Path and Ocean Front Walk north and south of the pier o In DTSM parking structures
• Creative
o Design should be consistent with existing Pier/Beach branding o Integrate current art that is available (e.g. panels in the maintenance workshop, existing directionals on Ocean Front Walk, or creative used by Pier Corp) • Social Media / Public Relations
o In addition to the efforts already underway, communicate informative blogs, social media posts, and press releases via city-owned social media channels before the cranes are erected and fences installed
o This information campaign should be phased and continue through the completion of the project
o This proactive information campaign will be supported and reposted by pier businesses
We understand this is a large, multi-agency project that involves many moving pieces and stakeholders. As the 28 businesses that will be directly impacted by this project, and in partnership with SMTT, The Pier Corp, and other businesses along Ocean Avenue and Ocean Front Walk, we request to be included for key decisions regarding the guest experience throughout the project. Our business community will commit to you our resources to help push out communications about the project, including the above-mentioned wayfinding plan.
Thank You,
The Santa Monica Pier Lessees Association