City Council
Report
City Council Meeting: October 14, 2025
Agenda Item: 11.A
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To: Mayor and City Council
From: Jenny Rogers, Recreation and Arts Director, Recreation and Arts Department Subject: Adoption of Resolution Establishing a Santa Monica Signature Events Category, Designating Santa Monica Signature Events, and Authorizing the Waiver of City Event Fees for Designated Signature Events Recommended Action
Staff recommends that the City Council
1. Adopt a finding of no possibility of significant effects pursuant to Section 15061(b)(3) of the California Environmental Quality Act (CEQA) Guidelines;
2. Adopt the attached Resolution Establishing a Santa Monica Signature Events Category, Designating Santa Monica Signature Events, and Authorizing the Waiver of City Event Fees for Designated Signature Events.
Summary
The Santa Monica City Council has long recognized that events and public space activations are vital to Santa Monica’s economic vitality, cultural identity, and community connection. As part of a broader strategy to make Santa Monica a hub for distinctive and inclusive experiences, staff is recommending the establishment of a “Santa Monica Signature Events” category – a new designation that will allow qualifying community events to receive automatic fee waivers and priority support from the City.
The City’s current program for facilitating certain Signature Events in the City that are produced by a non-profit entity involves a cumbersome process that involves utilization of the City Council Discretionary Funding Program (which is concurrently being proposed for modifications via a separate item on this Council agenda), along with a protracted negotiation over which fees the non-profit event producer has to actually pay. 2 of 7
In an effort to streamline that process, the proposed Signature Events Resolution (see Exhibit A) identifies recurring community events produced by non-profit entities that have demonstrated longstanding value to the City’s residents and economy.
Designated Signature Events would automatically qualify for fee waivers and receive streamlined support in the event permitting process. This approach will reduce uncertainty for event organizers, ensure equitable and predictable City support, and reinforce the City’s commitment to celebrating community, culture, and creativity. An overview of the events currently identified for inclusion as a Signature Event include:
• Pier 360 – Santa Monica Pier Corporation
• Locals Night – Santa Monica Pier Corporation
• Easter on the Promenade – Downtown Santa Monica
• Pride on the Promenade – Downtown Santa Monica
• Dia de Los Muertos on the Promenade – Downtown Santa Monica • Open Main Street - Summer Solstice – Main Street Business Improvement Association
• Montana Ave Art Walk – Montana Merchants Association
• Open Main Street - Day of the Dog – Main Street Business Improvement Association
• July 4th Parade – Ocean Park Association
• Festival of Chariots – International Society for Krishna Consciousness 3 of 7
• LA Opera at the Beach – LA Opera
• Ice Grand Opening Day – Downtown Santa Monica
• Westside Unity Classic Car Show – Pico Youth & Family Center • Veteran’s Day Ceremony – United States Army
This action is part of a larger initiative underway by the City to transform Santa Monica’s special events ecosystem – making it easier, faster, and more transparent to host both community and marquee events.
Background
In recent years, the City Council has prioritized the activation of Santa Monica’s public spaces as a core component of economic recovery and placemaking. Santa Monica’s iconic venues – from its world-famous beach and Pier to its parks and civic sites – attract thousands of visitors annually and serve as ideal platforms for local culture, art, and community expression.
To realize this vision, staff has engaged a cross-departmental effort to modernize and simplify the City’s event policies and permitting systems. This includes:
• Revising site guidelines and administrative instructions to allow greater flexibility and new uses.
• Introducing innovative venues such as The Sandbox at the Beach Play Zone. • Expanding capacity at high-demand sites like the Pier Concert series (from 500 to 3,000 attendees).
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• Increasing annual event limits at beach parks (from 23 to 36). • Allowing alcohol service, vending, and drone shows at certain community events. • Developing a new permitting software platform (Clariti) to streamline application processing and interdepartmental coordination by 2026.
These improvements are collectively intended to signal a cultural shift – that the City of Santa Monica is becoming a partner in event creation, not just a regulator.
Discussion
Establishing a Santa Monica Signature Events Category
Community events in Santa Monica have historically relied on Council discretionary funds or ad-hoc fee waivers to offset event production costs. While effective in intent, this practice has proven administratively cumbersome and unpredictable for both organizers and staff.
To address this issue, staff has worked to develop a proposed Signature Events category, defined by clear criteria that reflects the City’s values and community priorities. Events qualifying for this designation would automatically receive City fee waivers and enjoy an expedited review process.
Program eligibility criteria that has been developed for the Signature Events category include:
• Takes place at a City-owned site
• Produced by or benefits a nonprofit organization
• Free and open to the public
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• Demonstrated annual presence in Santa Monica for at least three years • Provides cultural, social, recreational, or economic benefit to the community • Supports local business participation and visibility
Per the guidelines developed, events that would ineligible from qualifying as a Signature Event include:
• Primarily political or religious events
• Commercial or product-driven activations
• Events hosted by organizations outside Santa Monica without clear community benefit
The Resolution authorizing the creation of the Signature Events category is included as an attachment to this report for reference. Of note, events that do not meet the criteria for qualifying as a Signature Event will still have the ability to pursue other avenues for City support, including potential City event co-sponsorship, or requesting City Council discretionary funds to offset City fees.
In addition, per the program developed, staff is also recommending that the Recreation and Parks Commission (RPC) be tasked with an annual review of Signature Event requests, and be tasked with the responsibility to add or remove events based on a coordinated review process. Through this process, events petitioners would be able to appeal an RPC decision as stipulated per the Community Events Ordinance, Santa Monica Municipal Code section 4.68.090, which states appeals to be adjudicated by the Director of Community Services (a.k.a. Director of Recreation & Arts).
Advancing the City’s Broader Special Events Strategy
In tandem with the Signature Events resolution, the City is continuing to advance a comprehensive Special Events Facilitation Strategy designed to make Santa Monica more event-friendly and competitive regionally. An overview of key initiatives underway include:
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• Developing a Large-Scale Events Resolution to streamline approvals for major, high-impact activations.
• Expanding the City’s inventory of event-ready spaces, including the addition of Historic Belmar Park and Santa Monica Airport locations. • Enhancing customer service and field coordination, supported by the addition of a new City Events Coordinator.
• Strengthening interdepartmental collaboration and communications through the new Clariti permitting system.
• Establishing clearer cost transparency for event producers, balancing access with fiscal sustainability.
Together, these measures reinforce Santa Monica’s commitment to supporting community-driven events while attracting marquee experiences that elevate the City’s profile and economic health.
Environmental Review
The resolution on Signature Events is exempt from CEQA pursuant to Section 15061(b)(3) of the CEQA Guidelines which states that CEQA does not apply “where it can be seen with certainty that there is no possibility that the activity in question may have a significant effect on the environment.” The resolution is administrative in nature.
Therefore, it can be seen with certainty that there is no possibility that the activity in question may have a significant effect on the environment.
Financial Impacts and Budget Actions
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There is no immediate fiscal impact or budget action necessary as a result of the recommended action. Future fiscal impact of establishing a Signature Events category would align with current Council practices for event fee waivers. Please see the Fee Matrix, (Exhibit B to the attached Resolution), for City fees subject to waiver for designated Signature Events, and the non-City fees which would not be subject to waiver. Staff will monitor the fee waivers for these events and return to Council with recommended budget amendments, if needed.
Prepared By: Jenny Rogers, Recreation and Arts Director Approved Forwarded to Council
Attachments:
A. Resolution-Signature Events with Exhibits A and B
B. Written Comments
C. Powerpoint Presentation