City Council
Report
City Council Meeting: December 16, 2025
Agenda Item: 11.A
1 of 23
To: Mayor and City Council
From: Oliver Chi, City Manager, City Manager's Office
Subject: Approval of Negotiations for Upcoming Major Events Recommended Action
Staff recommend that the City Council:
1. Make findings that approval of an exclusive negotiating agreement (ENA), letter of intent (LOI), or a term sheet for real estate negotiation purposes do not constitute an approval of a project requiring CEQA review because they do not commit the City to any specific terms of a project; and that the City’s actions contemplated in this report constitute planning and feasibility studies which are exempt from CEQA pursuant to CEQA Guidelines Section 15262.
2. Authorize the City Manager to execute a Letter of Intent (LOI) term sheet and negotiate and execute a license agreement subject to CEQA compliance, with the French National Olympic and Sport Committee to host a hospitality house activation at the Annenberg Community Beach House during the 2028 Summer Olympic Games.
3. Authorize the City Manager to execute a term sheet (Term Sheet) and negotiate the terms of a license agreement subject to CEQA compliance with LOIDL LLC dba Hochsitz to host a Nations Village to include International Olympic Committee (IOC) satellite broadcast center, National Olympic Committee hospitality house, and brand hospitality house activation at Crescent Bay Park and portions of Lot 4 South during the LA28 Summer Olympic Games.
4. Authorize the City Manager to execute an Exclusive Negotiation Agreement (ENA) and negotiate the terms of a license agreement subject to CEQA compliance with ESPN Productions Inc. to explore a multi-day fan festival experience and international broadcast studio in conjunction with a major sporting event at SoFi Stadium in winter 2027.
5. Award RFP#462 to Goldenvoice LLC, to assess the viability of developing a music festival event on Santa Monica Beach in the fall of 2026 and authorize the City Manager to enter into an Exclusive 2 of 23
Negotiation Agreement and negotiate the terms of a license agreement subject to CEQA compliance.
6. Authorize the City Manager to execute an Exclusive Negotiation Agreement (ENA) and negotiate the terms of a license agreement subject to CEQA compliance with Anheuser-Busch to explore a World Cup fan festival experience at the Santa Monica Pier in June 2026.
Executive Summary
Over the next several years, the Los Angeles region will become a global stage for some of the world’s most watched sporting and cultural events. These gatherings will draw millions of visitors, concentrate international media attention, and generate significant economic activity across Southern California. Against this backdrop, Santa Monica’s coastline, public spaces, public transit access, and established reputation as a world-class destination create a rare opportunity for the City to participate in and help shape this regional moment on the global stage.
The sequence of events begins with the FIFA World Cup in June and July 2026, when several match days will take place in the Los Angeles area. In Fall 2026, the City is exploring a collaboration to produce a new music and cultural festival series on Santa Monica beach. In February 2027, Super Bowl LXI will return to SoFi Stadium, accompanied by a week of fan-focused programming and broadcast activity. The momentum continues into summer 2028, when the Olympic and Paralympic Games will bring global audiences, cultural festivals, and hospitality activations to venues throughout the region.
In anticipation of this event cycle, the City Manager’s Office, Recreation and Arts, and an internal working group that includes all key departments have been preparing for the operational, logistical, and community benefits of large-scale activations along the coastline. Over the past year, staff have held exploratory and discussions with national delegations, production companies, cultural organizations, and commercial partners interested in hosting hospitality houses, broadcast studios, fan festivals, and arts programming in Santa Monica. This coordinated effort is guiding City planning for the 2028 Olympic and Paralympic Games as well as other major regional events, including the 2026 World Cup and the 2027 Super Bowl.
3 of 23
This report presents five proposals that have advanced to the point where Council direction is required to move into Letters of Intent, term sheets, or Exclusive Negotiation Agreements:
• A FIFA World Cup fan festival at the Santa Monica Pier in June 2026 (Anheuser-Busch/Michelob ULTRA).
• A fall 2026 music festival along the coastline produced by Goldenvoice.
• An ESPN fan festival and broadcast presence on the Pier and beach in winter 2027.
• Club France, the official hospitality house of the French Olympic Committee at the Annenberg Community Beach House, for the Olympic Games.
• A Santa Monica Nations Village and IOC broadcast center concept led by Hochsitz at Crescent Bay Park and portions of Lot 4 South during LA28.
To manage these opportunities, staff have developed a unified pricing methodology and preliminary evaluation framework that emphasize fiscal responsibility, cost recovery, public benefit, operational feasibility, and alignment with community values. A single, allinclusive license fee structure is proposed for major coastal activations that combines land use, parking replacement, and City concierge services, including permitting, inspections, and public safety.
With this stewardship of care, these activations could strengthen the City’s global profile, support local businesses, generate new revenue for public assets, and create cultural and community-serving outcomes. To ensure responsible stewardship of public assets, none of the proposed activations involve any City subsidy. Each opportunity is 4 of 23
structured to meet or exceed full cost recovery by incorporating the City’s event-pricing model. This approach ensures that Santa Monica can capture the benefits of global visibility and community programming while maintaining sound financial footing.
This report outlines the key proposals now ready for Council consideration, describes the City’s emerging methodology for evaluating event partnerships, and provides an overview of the operational framework required to manage large-scale activations along the coastline. Taken together, these efforts reflect a moment of exceptional possibility for Santa Monica as the City prepares to welcome the world over the next three years.
Event/Agreement Timeframe Action Recommended Location
FIFA World Cup Fan
Festival (AnheuserBusch/Michelob
ULTRA)
June 2026
(approx. June
7–30)
Authorize Exclusive
Negotiation Agreement
(ENA) with AnheuserBusch, subject to
compliance with CEQA.
Santa Monica Pier
Fall Music Festival
(Goldenvoice)
Fall 2026 Approve RFP award to
Goldenvoice and enter
into an Exclusive
Negotiation Agreement
(ENA), subject to
compliance with CEQA.
Coastline: The
Sandbox, Pier Parking
Deck, and portions of
Beach Parking Lots
Fan Festival &
Broadcast (ESPN)
Winter 2027
(leading up to
Feb 2027)
Authorize Exclusive
Negotiation Agreement
(ENA) with ESPN
Productions Inc., subject
to compliance with
CEQA.
Santa Monica Pier
and adjacent
beachfront
LA28 Olympic
Games: Club France
Hospitality House
(French National
Olympic and Sport
Committee)
Summer 2028
(approx. 35-
days)
Authorize Letter of
Intent (LOI) term sheet
and authorize the
execution of a License
Agreement with the
French National
Olympic and Sport
Committee, subject to
compliance with CEQA.
Annenberg
Community Beach
House
LA28 Olympic & Summer 2028 Authorize term sheet Crescent Bay Park 5 of 23
Paralympic Games:
"Nations Village" &
IOC Broadcast
Center (Hochsitz)
(approx. 103-
days)
with LOIDL LLC dba
Hochsitz, subject to
compliance with CEQA.
and portions of Lot 4
South
Discussion
City Working Group
The City created an internal working group to guide planning and coordination for the 2028 Olympic and Paralympic Games. Led by the City Manager’s Office, this group brings together representatives from all departments including the Santa Monica Fire and Police Departments. Its role is to ensure that Santa Monica is fully prepared for the operational, logistical, and community benefits associated with large-scale activations along the coastline and throughout the City.
The working group’s responsibilities include reviewing proposals from interested nations, brands, and production entities, coordinating internal analysis across departments, and developing a unified approach to managing large temporary installations. This coordinated structure has been essential as staff evaluate event concepts, assess operational feasibility, and align recommendations with City policies, community expectations, and resource constraints.
The group also serves as the City’s primary forum for cross-departmental problem solving. Staff work collaboratively to evaluate public safety needs, mobility needs, CEQA and coastal considerations, infrastructure requirements, staging, and communications planning. The participation of Fire and Police staff ensures that emergency access, security planning, and crowd management considerations are integrated early into project development. Participation of the City’s Transportation and Mobility staff ensures that the City has a solid Transportation Demand Program. The working group is also preparing for regional coordination with neighboring jurisdictions, which will become increasingly important as the 2028 Games approach. 6 of 23
The group anticipates bringing forward a number of changes to the Santa Monica Municipal Code to provide for exceptions to certain code provisions related to noise, light, signage, and potentially other provisions of the code necessary to ensure that such issues can be handled on a streamlined basis. The suggested Municipal Code changes will require the City to establish via license agreement appropriate regulations related to these events. In addition, the group will bring forward a resolution delegating authority to the City Manager to negotiate and enter into LOIs, ENAs, and License Agreements for future large-scale events, and any ancillary agreements that may be required related to the events.
A central focus of the group has been the development of an event pricing methodology that aligns with the City’s financial responsibilities. This has included analyzing the opportunity costs associated with allocating high-demand coastal real estate, estimating needs on parking and beach revenues, and identifying the full range of municipal services required to support major activations. The working group’s analysis has directly informed the pricing and evaluation framework described later in this report.
Through this collaborative structure, the City is establishing a consistent, disciplined, and transparent approach for engaging external partners and stewarding public spaces during an exceptionally active event period.
Event Activations: Pricing Methodology
As Santa Monica prepares for a series of major global events, the City faces a rare opportunity to activate its coastline for a worldwide audience. Staff have developed a unified pricing methodology that balances opportunity with fiscal responsibility and community benefit.
At a high level, the City distinguishes potential activations based on their public value.
Proposals that offer broad public access, cultural programming, or significant community benefits are treated as “high benefit” activations and may qualify for greater flexibility in scheduling, site allocation, or pricing structures. By contrast, private or exclusive programming is evaluated as closer to market-rate expectations. This 7 of 23
structure allows the City to curate a portfolio of activations that elevates Santa Monica’s visibility while ensuring that public assets generate tangible benefits for residents.
Across all event types, the City maintains a core financial principle: Santa Monica will not incur a net loss. Because these events take place during the summer peak season, when parking and beach revenues are highest, pricing must account for both the direct and opportunity costs associated with allocating space to event partners. To ensure this balance, the City has established a clear cost-recovery floor and applies upward adjustments based on community value, legacy potential, and operational demands.
To simplify negotiations and provide clarity to partners, the City is offering a single, allinclusive, lump-sum fee for each activation. This fee incorporates the three major cost drivers that affect City operations during peak season:
1. Concierge City Services: This encompasses all City departmental services required to support major events, including permit processing, zoning review, inspections, fire and police staffing, transportation management, utilities, and dedicated event management support.
These services represent the essential municipal infrastructure that makes large activations safe, compliant, and well-coordinated.
2. Parking Revenue Displacement: Because event footprints often require the temporary closure of City parking assets, pricing includes reimbursement for projected parking revenue losses using a blended calculation that reflects both timed and untimed summer demand patterns.
3. Land Rental: The base value of using Santa Monica’s premier coastal real estate is incorporated into the lump sum. While priced below market to encourage activation, this component reflects the scarcity and desirability of beachfront property during peak season.
By combining these elements into single sum pricing, the City offers partners cost certainty while ensuring that Santa Monica recovers its full operational costs. This transparent, predictable pricing framework will be applied consistently across all major 8 of 23
activations. It allows the City to evaluate proposals not solely on financial return, but also on public benefit, legacy potential, and alignment with Santa Monica’s values. As a result, the City is positioned to curate meaningful and well-managed high-profile special events to attract visitors, strengthen the local economy, and honor the needs and expectations of the Santa Monica community to revitalize the City’s stature.
Proposed Exclusive Negotiating Agreements, Term Sheets and Letters of Intent.
Staff has engaged with five (5) proposed special event hosts, as more specifically discussed below, to establish negotiating principles in the form of an Exclusive Negotiating Agreement (ENA), Letter of Intent (LOI), or term sheet. • The ENA: as a general proposition, an ENA is useful when the parties have not worked out essential terms as a basis for negotiation. An ENA defines a set period of exclusive negotiations with a deadline.
The ENA typically requires a cost recovery deposit to pay for the City’s third-party costs (e.g., hiring of specialized consultants) and often incorporates a schedule of performance/milestones for negotiations. • The LOI: an LOI is useful when the parties have agreed upon essential terms to establish a common understanding for future negotiations.
Usually in letter format with a table of essential terms. A deposit is not required and there is no commitment for exclusive negotiation. The LOI term is usually short.
• The Term Sheet: a term sheet may be used in conjunction with an ENA to memorialize the essential terms agreement upon as a basis for negotiation of a future agreement.
All three preliminary negotiating methods do not commit the City to any project and anticipate concurrent CEQA review prior to solidifying any terms of a future licensing agreement.
9 of 23
California Coastal Commission Review
All the special events contemplated in this report will likely require review by the California Coastal Commission (CCC), although, due to the temporary nature of these events, some of these events may qualify for a waiver from obtaining a Coastal Development Permit. If these negotiations result in a license agreement for each event, the event hosts will be required to obtain whatever CCC approvals/waivers are required; however, because the City owns the land, the City will be likely be required to be a copermittee for any approvals/waivers granted. City staff will work cooperatively with the event hosts to obtain required approvals/waivers if Council gives directions to proceed with negotiations.
Future Ordinance Changes
Because these special events contemplate active uses of event space, including amplified sound, commercial sponsorships, and active branding to ensure the economic viability of these events, City staff anticipates that future changes to the City’s ordinance will be required to allow for deviations from the City’s existing codes.
For purpose of exceptions to the City’s existing codes, Council must determine that these events are of extraordinary scope and community benefit to deem them worthy of an exception to certain code provisions related to the production of the event, as more fully set forth in the City’s existing codes. Based upon the preliminary proposals provided by these special event hosts, City staff believes that these events will:
• Bring in significant revenue in the form of indirect economic and community benefits
• Attract a large number of people, both residents and visitors • Promote Santa Monica on a national or global scale
To facilitate the success of these special events, staff contemplates drafting amendments to the City’s codes in the following areas: light shed, sound, signage, 10 of 23
parking, etc. Therefore, staff anticipates returning to Council in later January or early February with proposed code changes.
Parking and Transportation Demand Management, and Security Due to the potential for large crowds, the necessity for enhanced security, staff also contemplates that a comprehensive plan will be required and will necessitate community engagement and cooperative efforts with special event hosts, through enforceable provisions in any future license agreements. 2026 MICHELOB ULTRA “PITCHSIDE CLUB” – WORLD CUP 2026 ACTIVATION AT
THE SANTA MONICA PIER
Michelob ULTRA, the official beer sponsor of the 2026 FIFA World Cup, proposes to bring its “Pitchside Club” fan experience to the Santa Monica Pier during the June 2026 tournament. The Pitchside Club is a large-scale soccer environment designed to blend live match viewing with interactive games, cultural programming, merchandise offerings, and appearances by athletes and media figures. The concept was first introduced in New York City in 2025 and is now being adapted for an outdoor, oceanfront setting that highlights Santa Monica’s unique public spaces.
The activation would be open to the public for guests twenty-one and over. Attendance would be managed through controlled entry, with an estimated capacity of approximately one thousand to five thousand guests at any one time, subject to final design and coordination with the City. Over the course of the fifteen-day programming window, total attendance is projected between twenty-five thousand and seventy-five thousand visitors. The Pier’s location also provides a compelling backdrop for broadcast and digital media content, which is expected to increase the City’s visibility throughout the tournament.
The Pitchside Club would operate as a temporary installation that integrates with existing Pier circulation and operations. Michelob ULTRA and its partners will be 11 of 23
required to work closely with City departments to ensure that safety, accessibility, mobility, noise management, and public space considerations are fully addressed.
As part of its operational plan, Michelob ULTRA anticipates securing a full buy-out of the Viceroy Hotel for a limited period during the tournament. The hotel would serve as a lodging and production support hub for talent, partners, and operational staff. This arrangement is expected to generate direct hotel revenue within Santa Monica and contribute to the local hospitality economy.
In parallel, staff are developing a new event entertainment zone on the Pier that would permit controlled open-container service during major activations, subject to approvals from public safety and regulatory authorities. Staff anticipate bringing the proposed Pier entertainment zone to Council for consideration in winter 2026.
Key Business Terms
• Location: Santa Monica Pier Deck and adjacent operational areas as approved by the City (Attachment A)
• Scope: Match-viewing experiences, brand activations, live broadcast segments, food and beverage service, and daily public fan engagement programming
• Term: Approximately 3 weeks, including load-in (June 7–10, 2026), activation period (June 11–27, 2026), and load-out (June 27–30, 2026) • Financial Structure: A single “all-in” license fee aligned with the City’s major event pricing model, inclusive of land use, parking replacement, City concierge services, and public safety costs
• City Responsibilities: Cross-departmental coordination, public safety integration, coastal compliance support, permit review and inspections, and facilitation of operational communication with partner agencies • Licensee Responsibilities: Full production funding, installation and removal of temporary structures, site security and guest management, environmental and regulatory compliance, and restoration of all City property following event demobilization
12 of 23
Community Benefits and City Protections
The Michelob ULTRA Pitchside Club would deliver:
• A high-visibility fan experience aligned with FIFA World Cup programming
• Increased foot traffic and visitor activity at the Santa Monica Pier • Economic benefits for nearby hotels (including a full buy-out of the Viceroy Hotel), restaurants, and small businesses
• Integrated community-focused offerings, such as accessible fan zones and public programming
• Support for City events such as Promenade activations and Open Streets
• Compliance requirements including security coordination, ADA access, environmental protections, and managed event operations About the Producer
Michelob ULTRA (Anheuser-Busch) is one of the world’s best-known beverage brands and Anheuser-Busch is a long-standing FIFA World Cup sponsor with a deep history of producing major fan-experience activations across the country. The ULTRA team routinely develops large-scale, turnkey hospitality and entertainment environments for international sporting events, including live match-viewing destinations, branded fan villages, and immersive consumer experiences. Their activations draw significant regional audiences and create substantial marketing visibility for host communities through national advertising, digital content, and social media engagement.
Next Steps
Entering into an ENA will allow the City and Anheuser-Busch to negotiate the essential terms while CEQA review is completed before approval of a license agreement. 2026 FALL BEACH FESTIVAL: GOLDENVOICE
Goldenvoice, a division of AEG Presents and one of the nation’s leading producers of large-scale music events, is working with the City to explore a new music and cultural 13 of 23
festival on Santa Monica’s coastline beginning in fall 2026. Under the proposed Exclusive Negotiation Agreement (ENA), Goldenvoice would evaluate the feasibility of producing an annual event tailored to the City’s coastal setting and urban environment.
The inaugural festival concept envisions an event with an estimated capacity of 30,000 to 35,000 attendees. Programming would include 12 to 15 musical artists, curated food and beverage offerings, festival and artist merchandise, art installations, partnership activations, and guest services such as restrooms, lockers, and water stations. The event footprint would utilize the Sandbox, the Pier Parking Deck, and portions of the beach parking lots identified in the City’s 2025 Request for Proposals.
Goldenvoice has indicated its intention to design a festival that aligns with the character of Santa Monica, encourages attendance by residents, and drives economic activity for local hotels, restaurants, and retail prior to and during the event. The company will work closely with staff to address public safety, mobility, sound mitigation, recycling and sustainability, and community engagement as the concept develops.
This potential activation aligns with the City’s broader strategy to curate high-quality cultural offerings during the region’s peak event cycle from 2026 to 2028, while ensuring strong community benefit, economic impact, and responsible stewardship of public spaces.
Key Business Terms
• Location: The Sandbox, the Santa Monica Pier Parking Deck, and portions of Beach Parking Lots 1 North, 4 South, and 5 South. • Scope: A multi-day outdoor music and cultural festival, including stages, public amenities, experiential programming, food and beverage activations, and community partnerships.
• Term: Approximately several weeks of site occupation for load-in, event days, and load-out, with final duration to be established in the License Agreement for Fall 2026.
• Financial Structure: A single “all-in” license fee aligned with the City’s pricing model for major coastal activations. No City subsidy is allowed. 14 of 23
• City Responsibilities: Cross-departmental coordination, public safety integration, coastal regulatory compliance, and review of site design, mobility planning, and community considerations.
• Licensee Responsibilities: Full production funding; all temporary structures, equipment, and technology; environmental and accessibility compliance; site security; damage repair; coastal permitting; and facilitation of a community engagement process if required by the City.
Community Benefits and City Protections
The proposed festival is anticipated to generate regional interest and contribute to Santa Monica’s identity as a cultural and entertainment destination.
Key benefits include:
• Significant economic activity for local hotels, restaurants, and small businesses
• Visitor draw and media visibility associated with a major Goldenvoiceproduced event • Community engagement opportunities, including nonprofit partnerships or free/low-cost public programming
• Environmental and public-safety protections, including ADA access, coastal permitting, security integration, and post-event restoration Under the ENA, Goldenvoice must operate without City subsidy, obtain all necessary entitlements, and conduct community engagement at its own cost should the City determine it is necessary.
About the Producer
Goldenvoice is one of the most established live-event producers in the United States and a key subsidiary of AEG Presents. The company is known for producing major festivals including the Coachella Valley Music and Arts Festival, Stagecoach, Just Like Heaven, Camp Flog Gnaw Carnival, Desert Trip, and numerous destination events 15 of 23
across California and beyond. Goldenvoice also operates a wide network of prominent music venues in Los Angeles and the Bay Area and promotes more than 2,000 concerts annually across North America.
AEG Presents, Goldenvoice’s parent company, is a global leader in live entertainment with festivals and large-scale productions on five continents. The company’s extensive operational experience, safety planning, and community engagement practices position Goldenvoice as a capable partner for evaluating whether a well-managed coastal festival can be delivered in Santa Monica beginning in 2026.
This expertise positions Goldenvoice as a capable partner to assess whether a highquality, well-managed festival can be delivered on Santa Monica’s coastline in 2026 and beyond.
Next Steps
Awarding RFP#462 to Goldenvoice LLC, to assess the viability of developing a music festival event on Santa Monica Beach in the fall of 2026 and authorizing the City Manager to enter into an Exclusive Negotiation Agreement and negotiate the terms of a license agreement subject to CEQA compliance.
2027 ESPN FAN FESTIVAL AND BROADCAST ACTIVATION WINTER
2027
ESPN proposes to create a broadcast and fan-engagement experience on the Santa Monica Pier and adjacent beachfront in February 2027. The activation would feature live national and international productions staged against Santa Monica’s coastline, along with curated community-focused programming, nonprofit engagement and partnerships with local vendors. The intent is to deliver a distinctive and unique weeklong presence that reflects the spirit of Santa Monica while generating visibility and economic benefit for the community.
Key Business Terms
16 of 23
• Location: Occupation of the Pier deck and the beachfront area south of the Pier. (Attachment B)
• Scope: Temporary production structures, broadcast stages, support compounds and controlled public-access zones. A mix of live ESPN programming, community events and fan-experience activations. • Term: An estimated one-month period including load-in, technical build-out, full load-out, restoration and a week of programs and fan experiences that ultimately culminate with an event in Southern California in early 2027.
• Financial Structure: The proposal follows the City’s all-inclusive pricing model for major coastal activations. A single lump-sum license fee would cover land use, parking replacement, and City concierge services, including all permitting, interdepartmental reviews, inspections and public safety staffing.
• City Responsibilities: Coordinated review and facilitation across Public Works, Public Safety, Community Development and the City Manager’s Office. Coastal compliance, mobility planning and integration of public-safety resources. Consistent communication, scheduling and regulatory oversight.
• Licensee Responsibilities: Full funding of production, including all structures, staging and equipment. Event staffing, site security and crowd management. Compliance with all regulatory, coastal, safety and environmental requirements. Restoration of all public spaces to pre-event condition at the conclusion of the activation.
Community Benefits and City Protections
ESPN would deliver:
• Extensive international broadcast exposure
• Increased visitor activity near the beach and Pier during the off-peak season to drive increased economic benefit for local hotels, restaurants and small businesses.
17 of 23
• Compliance requirements include security integration, ADA access, environmental review and controlled event operations.
About the Producer
ESPN is the global leader in live event and studio broadcasting, delivering premier live sports coverage, commentary and analysis across television, digital and streaming platforms to millions of viewers worldwide.
Next Steps
Authorizing the City Manager to execute an Exclusive Negotiation Agreement (ENA) and negotiate the terms of a license agreement subject to CEQA compliance with ESPN Productions Inc. will allow the City and ESPN to explore a multi-day fan festival experience and international broadcast studio in conjunction with a major sporting event at SoFi Stadium in winter 2027.
2028 OLYMPIC HOSPITALITY HOUSE OPPORTUNITIES
During the Olympic and Paralympic Games, hospitality houses hosted by nations and global brands become some of the most dynamic and talked-about elements of the cultural landscape. These venues serve as lively hubs of national pride and international exchange, blending food, art, music, athlete appearances, live broadcasts, and public programming into immersive experiences that captivate residents, visitors, and global media. Operated by National Olympic Committees, government ministries, event producers and major sponsors, hospitality houses routinely draw substantial foot traffic and generate wide visibility and economic activity for their host cities.
As the Los Angeles region prepares for the 2028 Summer Olympic and Paralympic Games, cities across Southern California are positioning themselves to participate in this extraordinary moment. Santa Monica’s beaches, iconic Pier, and vibrant public spaces make the City a particularly desirable setting for cultural, hospitality, and media activations tied to the Games.
18 of 23
This report presents two hospitality house proposals that have advanced to the stage where Council direction is required to finalize negotiations. These include the official hospitality house of the French Olympic Committee at the Annenberg Community Beach House, and a “Nations Village” and broadcast center concept led by Hochsitz at Crescent Bay Park and Lot 4 South. Each offers a unique opportunity to welcome international delegations, animate key public spaces, and showcase Santa Monica’s character and creativity to audiences across the world.
Together, these proposals illustrate the extraordinary level of interest focused on Santa Monica and highlight the City’s opportunity to shape a distinctive and well-curated Olympic and Paralympic presence.
1. Club France Hospitality House (French Olympic Committee) The French National Olympic and Sport Committee (CNOSF) proposes to operate “Club France,” its official hospitality house, at the Annenberg Community Beach House. Club France is the primary gathering point for French athletes, officials, guests, fans, and media at every Olympic Games. The concept blends live event viewing, cultural programming, French culinary offerings, and athlete celebrations in an open, vibrant environment that promotes national pride and international engagement.
Key Business Terms
• Location: Annenberg Community Beach House and Marion Davies Guest House (Attachment C)
• Scope: Public fan zone, cultural programming, athlete celebration areas, media functions, corporate hospitality offerings • Term: Approximately 35-day occupation, including pre-event build, Games-time operations, post-event breakdown
• Financial Structure: A license fee consistent with the City’s Olympic high-benefit pricing model $1,550,000 (city services to be negotiated) in the License Agreement.
• City Responsibilities: Coordinated permitting, public safety integration, site access, coastal compliance
19 of 23
• Licensee Responsibilities: Full funding of improvements, operations, security, and compliance obligations
Community Benefits and City Protections
Club France would deliver:
• Global visibility through media and cultural storytelling • Visitor spending across the local hospitality sector
• Opportunities to align with the Cultural Olympiad and City programming
• City protections include insurance, indemnity, safety plans, and coastal access safeguards
• Substantial social/community events at no or low cost to the public • Use of local businesses
• A legacy project
About the Organizer (CNOSF)
The CNOSF leads all Olympic and high-performance sport efforts for France. Club France is a long-standing and internationally recognized feature of the Games. Its Paris 2024 iteration attracted thousands of daily visitors and broad media coverage, with programming that emphasized accessibility, celebration, and cultural exchange.
Next Steps
Authorize the City Manager to execute a Letter of Intent (LOI) term sheet and negotiate and execute a license agreement subject to CEQA compliance, with the French National Olympic and Sport Committee to allow the Club France to host a hospitality house activation at the Annenberg Community Beach House during the 2028 Summer Olympic Games.
2. “Nations Village” and Broadcast Center (Hochsitz Production Team) LOIDL LLC (dba Hochsitz) proposes to develop a multi-faceted Santa Monica Nations Village and international broadcast hub at Crescent Bay Park and portions of Lot 4 South. The concept includes a temporary broadcast center serving official Olympic and 20 of 23
Paralympic media partners, hospitality houses for participating nations, and premium brand activations. The design emphasizes public access, oceanfront visibility, and immersive content production that would bring global broadcast attention to Santa Monica.
Key Business Terms
• Location: Crescent Bay Park and designated areas of Lot 4 South (Attachment D)
• Scope: Broadcast studios, hospitality houses, brand activations, public engagement zones
• Term: Approximately 103-day occupation, including the Olympic and Paralympic periods
• Financial Structure: A unified “all-in” license fee consistent with the City’s Olympic high-benefit pricing model
• City Responsibilities: Cross-departmental coordination, public safety integration, and coastal compliance
• Licensee Responsibilities: Full production funding, installation and removal of temporary structures, site security, compliance with environmental and regulatory requirements
Community Benefits and City Protections
The Nations Village concept would deliver:
• Extensive international broadcast exposure
• Increased visitor activity near the beach and Pier
• Economic impacts for local hotels, restaurants, and small businesses • Compliance requirements include security integration, ADA access, environmental review, and controlled event operations
• Legacy project such as park enhancements
About the Organizer (Hochsitz)
21 of 23
Hochsitz (Loidl LLC), founded in 2011, is an international production and engineering firm with extensive experience delivering temporary structures and event environments for major global sporting events. Since the 2014 Olympic Games in Sochi, the company has supported multiple Olympic partners, including sponsors such as Procter & Gamble and Omega, national Olympic committees including Team USA, Team Switzerland, and Team Sweden, and major international broadcasters such as NBC and the BBC.
Beyond the Olympic arena, Hochsitz has contributed to large-scale productions for the America’s Cup, Formula 1, and other international competitions requiring complex temporary infrastructure. The firm is known for its emphasis on efficiency, sustainability, and long-term partner relationships.
Hochsitz views the proposed Santa Monica project as an opportunity to apply its global experience to a high-profile coastal setting and to collaborate closely with the City in developing a well-executed and community-sensitive Olympic activation.
Next Steps
Authorize the City Manager to execute a term sheet (Term Sheet) and negotiate the terms of a license agreement subject to CEQA compliance with LOIDL LLC dba Hochsitz to host a Nations Village to include International Olympic Committee (IOC) satellite broadcast center, National Olympic Committee hospitality house, and brand hospitality house activation at Crescent Bay Park and portions of Lot 4 South during the LA28 Summer Olympic Games.
Conclusion
As staff refines these agreements, the City will ensure they provide meaningful community benefits such as free public programming, strong economic returns, local hiring, and the use of Santa Monica businesses. Final terms, including rent, design approvals, and defined community benefits, will return to Council for review of successfully negotiated license agreements and CEQA determinations except that that the Club France license agreement, if successfully negotiated, will be executed by the City Manager based upon the LOI approved by Council on December 16, 2025, after 22 of 23
compliance with CEQA. These negotiations represent an important step toward shaping a global event cycle that highlights Santa Monica’s character, supports the local economy, and creates a positive and lasting impact for the community.
Environmental Review
Approval of an exclusive negotiating agreement, letter of intent, or a term sheet for real estate negotiation purposes do not constitute an approval of a project requiring CEQA review because they do not commit the City to any specific terms of a project. The City’s actions contemplated in this report constitute planning and feasibility studies which are exempt from CEQA pursuant to CEQA Guidelines Section 15262. If the abovementioned negotiations are approved by Council, environmental review under CEQA will be completed prior to approval of any of the license agreements.
Financial Impacts and Budget Actions
There is no immediate financial impact or budget action necessary because of the recommended action. Deposits will be included where appropriate to cover the City's costs associated with evaluating proposals and negotiating license agreements.
Producers will reimburse the City for any costs via a Cost Recovery Deposit. The funds will be held in a deposit account and as expenses are incurred, the deposit will be reduced, and the revenue will be recognized and recorded in account 01200016.415490. Budget adjustments would be incorporated in future budget cycles, as needed.
23 of 23
Prepared By: Peter James, Deputy City Manager
Approved Forwarded to Council
Attachments:
A. ULTRA Pitchside Club 2026 - Santa Monica Pier Proposal B. ESPN
C. Club France Rental Footprint
D. Nations Village Site map
E. Written Comments
F. PowerPoint Presentation