City Council
Report
City Council Meeting: April 14, 2026
Agenda Item: 11.A
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To: Mayor and City Council
From: Oliver Chi, City Manager, Office of Major Events
Subject: Advancing Major Events: Authorization to Negotiate and Enter Into License Agreements for Upcoming Major Events, including a World Cup Fan Festival Experience at the Santa Monica Pier in June 2026; a Music Festival event on Santa Monica Beach in September of 2026, and 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; Adoption of Resolutions to Facilitate Upcoming Major Events and Community Events; and Introduction and First Reading of an Ordinance to Amend Portions of the Santa Monica Municipal Code Chapters
4.08 (Disorderly Conduct, Nuisances, etc.), 4.12 (Noise), 4.55 (Park and Beach Code), 4.68 (Community Events), 6.112 (Street Performers), and 9.61 (Signs) to Facilitate Upcoming Major Events and Community Events Recommended Action
Staff recommends that the City Council:
1. Adopt findings of categorical exemptions pursuant to Section 15301 (Class 1 – Existing Facilities), Section 15303 (Class 3 - New Construction or Conversion of Small Structures), Section 15311 (Class 11 - Accessory Structures), and Section 15323 (Normal Operations of Existing Facilities for Public Gathering), of the CEQA Guidelines for Ordinance amendments to facilitate the planning and execution of major special events as set forth in the staff report;
2. Adopt for introduction and first reading an ordinance to amend Chapters 4.08 (disorderly conduct, nuisances, etc.), 4.12 (noise), 4.55 (park and beach code),
4.68 (community events), 6.112 (street performers), and 9.61 (signs) to facilitate community events, as set forth in the staff report;
3. Adopt findings of categorical exemptions pursuant to Section 15301 (Class 1 – Existing Facilities), Section 15303 (Class 3 - New Construction or Conversion of Small Structures), Section 15311 (Class 11 - Accessory Structures), and Section 15323 (Normal Operations of Existing Facilities for Public Gathering) of the CEQA Guidelines for approval of the license agreement with Anheuser-Busch 2 of 26
and Momentum to host a World Cup fan festival experience at the Santa Monica Pier in June 2026, as set forth in the staff report;
4. Authorize the City Manager to negotiate and execute a license agreement with Anheuser-Busch and Momentum to host a World Cup fan festival experience at the Santa Monica Pier in June 2026;
5. Adopt a resolution authorizing certain code exemptions during the AnheuserBusch World Cup fan festival experience, subject to the adoption and effectiveness of the Ordinance;
6. Adopt findings of categorical exemptions pursuant to Section 15301 (Class 1 – Existing Facilities), Section 15303 (Class 3 - New Construction or Conversion of Small Structures), Section 15304 (Minor Alterations to Land), and Section 15311 (Class 11 - Accessory Structures) and Section 15323 (Normal Operations of Existing Facilities for Public Gathering) of the CEQA Guidelines for approval of the license agreement with Goldenvoice, LLC, to host a music festival event on Santa Monica Beach in September of 2026;
7. Authorize the City Manager to negotiate and execute a license agreement with Goldenvoice LLC, to host a music festival event on Santa Monica Beach in September of 2026;
8. Adopt a resolution authorizing certain code exemptions during the Goldenvoice music festival in September of 2026, subject to the adoption and effectiveness of the Ordinance;
9. Adopt findings of categorical exemptions pursuant to Section 15301 (Class 1 – Existing Facilities), Section 15303 (Class 3 - New Construction or Conversion of Small Structures), Section 15304 (Minor Alterations to Land), Section 15311 (Class 11 - Accessory Structures), and Section 15331(Historical Resource Restoration/Rehabilitation) of the CEQA Guidelines for approval of the license agreement with Silverback, LLC, and LOIDL, LLC, and to host 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;
10.Authorize the City Manager to negotiate and execute a license agreement with Silverback, LLC, and LOIDL, LLC, 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;
11.Adopt an amendment to the Master Fee Resolution removing beach parking lot fees;and
12.Adopt a resolution rescinding Resolution No. 11708 and adopting a revised policy establishing a signature events category, designating Santa Monica Signature Events Category, identifying Santa Monica Signature Events, and authorizing waiver of City event fees for designated signature events.
Executive Summary
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Santa Monica is preparing for a multi-year period of major event opportunities associated with the 2026 FIFA World Cup, a planned fall 2026 Goldenvoice two-day music festival, an ESPN fan engagement and international broadcast activation in winter 2027, and the 2028 Olympic and Paralympic Games. These opportunities could support local businesses, attract visitors, generate international visibility, and strengthen Santa Monica’s position as a premier coastal destination.
Since the Council’s earlier discussion of major event opportunities in December 2025, staff has continued to evaluate how Santa Monica can participate strategically in this regional event cycle. That work has expanded from initial discussions with individual event producers into a broader City strategy for a pipeline of opportunities that may span multiple years, seasons, and event types. To support that effort, the City Manager’s Office Major Events Division has convened a cross-departmental working group to assess event concepts, site suitability, public safety needs, mobility impacts, coastal considerations, operational requirements, pricing, and agreement structure so that proposals are reviewed consistently and operational issues are addressed early.
This process identified two related needs: 1) a clearer regulatory framework for temporary large-scale activations involving branding, temporary structures, amplified sound, lighting, and intensive use of public spaces; and 2) a consistent framework for evaluating event agreements based on public benefit, cost recovery, operational feasibility, and alignment with City priorities. Council action is needed now because planning, site selection, sponsorship, and regional coordination decisions for 2026 and beyond are already underway, and the City would benefit from a clear framework rather than responding to these opportunities on an ad hoc basis.
Accordingly, this report advances two related actions. First, it brings forward three proposed license agreements for Council consideration:
1. A Pitchside Club World Cup fan activation at the Santa Monica Pier in June 2026 hosted by Michelob ULTRA;
2. A Goldenvoice-produced music and cultural festival on the beach and Pier in fall 2026; and
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3. A Santa Monica Nations Village and international broadcast hub at Crescent Bay Park and portions of Lot 4 South during the 2028 Olympic and Paralympic Games.
Second, this report proposes targeted Municipal Code amendments to facilitate major temporary activations on a case-by-case basis.
Together, these 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. The proposed code 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.
Discussion
Major Events Framework: Public Benefit, Cost Recovery, and Operational Readiness Staff have evaluated the proposed activations through a framework intended to ensure that major event partnerships provide meaningful public value and do not create unfunded burdens on the City. This framework considers the nature of the event, expected public access, economic and cultural benefit, duration and intensity of use, operational complexity, and consistency with City priorities. It also accounts for direct use of public property, parking displacement, staff coordination, public safety deployment, and other City services required to support the activation.
A central principle of this framework is full cost recovery. Each proposed activation is expected to be structured so that the City’s direct and indirect costs are addressed through license fees, deposits, reimbursement obligations, and other event-related financial terms as appropriate. This approach is intended to avoid City subsidy while recognizing that major events can also generate broader economic benefits for hotels, restaurants, retailers, transportation providers, and visitor-serving areas throughout Santa Monica.
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The framework also emphasizes operational readiness. Major coastal activations require coordinated planning across multiple City functions, including mobility, parking, public safety, site restoration, accessibility, environmental compliance, and coastal permitting. By using a consistent evaluation structure, the City can better assess which proposals are appropriate to advance and what conditions are necessary to protect public assets, maintain access, and minimize impacts on surrounding uses.
Staff are applying this framework across a broader portfolio of opportunities rather than evaluating each proposal in isolation. The City’s goal is to curate a mix of activations across multiple years, seasons, and event types in a manner that supports economic development, public benefit, and operational feasibility. This includes both high-profile peak-season opportunities and off-peak activations that may help broaden visitor activity and local business support during slower periods.
In addition to direct fiscal considerations, the City’s review includes public-facing benefits such as free or low-cost community programming, public visibility, local business activity, cultural value, legacy improvements, and the extent to which a proposal helps position Santa Monica as a welcoming and well-managed destination during a period of unusual global attention. The value of a major event is not measured solely by the agreement itself, but also by the surrounding visitor activity, destination branding, and long-term economic and civic benefits that a successful activation can create. Staff’s approach on community benefit also considers the Coastal Commission approvals that may be necessary for each event. Based on early consultation with Coastal Commission staff and review of similarly situated events in other coastal jurisdictions, the Coastal Commission has typically required community benefits as a condition of approval. Staff will work closely with event producers on a public benefits package that comprehensively addresses both the City and Coastal Commission considerations for each event.
MAJOR EVENT LICENSE AGREEMENTS
2026 MICHELOB ULTRA “PITCHSIDE CLUB” – WORLD CUP ACTIVATION AT THE 6 of 26
SANTA MONICA PIER
The “Pitchside Club” fan experience is proposed to be hosted on the Santa Monica Pier during the June 2026 tournament (ATTACHMENT A). With Michelob ULTRA, the Official Beer Sponsor of the FIFA World Cup 2026™ the Pitchside Club will be a one-ofa-kind destination for fans to come together and celebrate the FIFA World Cup 2026™ in a high-energy environment. Designed to give 21+ fans a Superior Soccer Social Club experience, the fan activation will blend live match watch parties with interactive soccer inspired games and programming for soccer fans.
The activation would be free and open to the public for guests twenty-one and over.
Attendance would be managed through controlled entry, with final capacity subject to event design and coordination with the City. Over the course of the programming window, the event is expected to attract substantial foot traffic to the Pier and surrounding businesses. The Pier’s location also provides a compelling backdrop for broadcast and digital media content, which is expected to increase Santa Monica’s visibility during the tournament.
The Pitchside Club would operate as a temporary installation integrated with existing Pier circulation and operations. Michelob ULTRA and its partners would be 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 the operational plan, space has been secured at 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.
A resolution is proposed to authorize temporary Municipal Code waivers for the 2026 Pitchside Club event on the Santa Monica Pier parking deck to support event operations while requiring site restoration and measures to minimize community impacts, 7 of 26
(ATTACHMENT B).
Key Business Terms
• Location: Santa Monica Pier Deck and adjacent operational areas • Scope: Match-viewing experiences, brand activations, potential live broadcast segments, food and beverage service, and daily public fan engagement programming
• Term: Approximately three weeks, including load-in, activation period, and loadout in June 2026 • Financial Structure: A license fee aligned with the City’s major event pricing model, inclusive of land use, parking replacement, City concierge services, and public safety costs.
o License Area (land): $1,093,742
o Permits and Event Service Fees to be paid by organizer lump sum:
$192,658 (included in license agreement)
• 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
Community Benefits and City Protections
The Michelob ULTRA Pitchside Club is expected to provide:
• 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, restaurants, and small businesses • Direct hotel revenue associated with the Viceroy Hotel buyout • Public programming and destination visibility during a globally significant sporting 8 of 26
event
• Compliance requirements including security coordination, ADA access, environmental protections, and managed event operations About the Producer
Michelob ULTRA is one of the world’s best-known beverage brands, and AnheuserBusch is a long-standing FIFA World Cup sponsor with extensive experience producing major fan-experience activations. The ULTRA team routinely develops large-scale 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.
FALL 2026 GOLDENVOICE MUSIC AND CULTURAL FESTIVAL
Staff are proposing a license agreement for a Goldenvoice-produced music and cultural festival on the beach and Pier in fall 2026. The concept is a large-scale outdoor activation tailored to Santa Monica’s coastal setting and urban environment, with regional draw, coordinated site planning, temporary infrastructure, and a significant operational footprint. The festival is intended to build on Santa Monica’s cultural identity and create an event that attracts visitors, generates media interest, and contributes to the local economy.
The inaugural concept envisions a two-day festival featuring musical artists, curated food and beverage offerings, festival and artist merchandise, art installations, partnership activations, and guest amenities. The event footprint would utilize the Sandbox, the Santa Monica Pier Parking Deck, and portions of adjacent beach parking lots. Goldenvoice is developing the event in coordination with City staff to ensure that public safety, mobility, sound mitigation, accessibility, sustainability, and coastal compliance are addressed as the concept advances.
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Goldenvoice is an established live-event producer with extensive experience managing major festivals and destination events. That operational experience is relevant to the City’s evaluation because large-scale coastal events require sophisticated planning around public safety, mobility, accessibility, environmental protections and compliance, temporary structures, and restoration. Goldenvoice’s experience producing major festivals and concerts suggests a level of organizational capacity that is important when considering a complex event in a highly visible public setting.
The proposed festival is anticipated to support Santa Monica’s identity as a cultural and entertainment destination and to generate economic activity for hotels, restaurants, and other local businesses. In addition to the event itself, Goldenvoice has identified a range of potential community benefits that would be incorporated into the License Agreement, including youth-focused public programming, workforce and career exposure opportunities, collaboration with Pier and Downtown partners, support for local business participation, and marketing efforts intended to increase visitor activity in Santa Monica before, during, and after the festival. The proposal also contemplates reasonable efforts to utilize Santa Monica hotels, restaurants, vendors, artists, and other businesses where feasible, with particular attention to Pier and beach-adjacent businesses.
The proposed festival also presents an opportunity to broaden Santa Monica’s event portfolio with a major cultural activation that complements the City’s sports-related opportunities and helps sustain momentum into the 2027 and 2028 event cycle. If advanced, the festival agreement would be expected to include provisions addressing community engagement, public safety, mobility, sound mitigation, sustainability, accessibility, local business coordination, and post-event restoration. As with the other proposed agreements, the City’s objective is to secure a well-managed activation that supports local economic development while protecting public assets and minimizing impacts.
A resolution is proposed to authorize temporary Municipal Code waivers for the 2026 Goldenvoice Music and Cultural Festival to support event operations, including construction, sound, and signage, while requiring site restoration and measures to 10 of 26
minimize community impacts, (ATTACHMENT C).
Key Business Terms
• Location: The Sandbox, the Santa Monica Pier Parking Deck, and portions of Beach Parking Lots
• Scope: A two-day ticketed outdoor music and cultural festival with up to 35,000 l attendees daily, including staging, public amenities, experiential programming, food and beverage activations, and community partnerships • Term: Site occupation for load-in, event days, and load-out in fall 2026, with final duration to be established in the License Agreement
• Financial Structure: A license fee aligned with the City’s pricing model for major coastal activations; no City subsidy.
o License Area (land): $1,343,611
o Public safety, permits, licenses and approvals to be obtained at own cost/expense (not included in license agreement)
o Revenue shares: $2/1-day ticket; $4/2-day ticket
• 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; public safety planning; environmental and accessibility compliance; site security; damage repair; coastal permitting; and implementation of negotiated community benefit commitments
Community Benefits and City Protections
The proposed festival is expected to provide:
• Significant economic activity for local hotels, restaurants, and businesses • Visitor draw and media visibility associated with a major Goldenvoice-produced event
• A high-profile cultural activation that broadens Santa Monica’s major events portfolio
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• Youth-oriented educational and workforce exposure programming • Collaboration with Pier, Downtown, and other local partners to support complementary business activity and visitor engagement
• Commercially reasonable efforts to utilize Santa Monica hotels, restaurants, vendors, artists, and other local businesses where feasible • Environmental and public safety protections, including ADA access, coastal permitting, security integration, and post-event restoration • A fiscally responsible structure designed to avoid City subsidy and recover municipal costs
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 across California and beyond. 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 operational experience, safety planning, and community engagement practices position Goldenvoice as a capable partner for producing a wellmanaged coastal festival in Santa Monica.
SANTA MONICA NATIONS VILLAGE AND INTERNATIONAL BROADCAST HUB LOIDL LLC dba Hochsitz proposes to develop a Santa Monica Nations Village and international broadcast hub at Crescent Bay Park and portions of Lot 4 South during the 2028 Olympic and Paralympic Games (ATTACHMENT D). The concept includes a temporary broadcast center serving official Olympic and Paralympic media partners, hospitality houses for participating nations, premium brand activations, and public engagement areas. The design emphasizes public access, oceanfront visibility, and immersive content production that would bring global broadcast attention to Santa Monica during the Olympic period.
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Because of its duration and scale, this proposal represents one of the most significant opportunities currently under consideration in connection with the 2028 Games. In addition to visitor activity at the site, the concept is expected to generate extended media visibility, hospitality demand, and local business activity over a sustained period.
The proposal also includes a legacy improvement through refurbishment of the historic pergola in Crescent Bay Park, which would provide a lasting public benefit beyond the event itself.
This activation will require careful coordination across coastal compliance, public safety, accessibility, environmental review, and restoration planning. If approved, the license agreement would establish the operational framework needed to manage a temporary occupation of this scale while ensuring City oversight, controlled operations, and protection of public assets.
Key Business Terms
• Location: Crescent Bay Park and designated areas of Lot 4 South • Scope: Broadcast studios, hospitality houses, brand activations, and public engagement zones
• Term: Approximately 103-day occupation, including the Olympic and Paralympic periods
• Financial Structure: A unified license fee consistent with the City’s Olympic high-benefit pricing model.
o License Area (land) AND all applicable permitting, public safety, non-event parking, and operational applicable fees: $1,150,000
o Permits and Event Service Fees included in license agreement • City Responsibilities: Cross-departmental coordination, public safety integration, and coastal regulatory compliance support
• Licensee Responsibilities: Full production funding, installation and removal of temporary structures, site security, and compliance with environmental and regulatory requirements
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Community Benefits and City Protections
The Nations Village concept is expected to provide:
• Extensive international broadcast exposure for Santa Monica • Increased visitor activity near the beach and Pier
• Economic impacts for local hotels, restaurants, and small businesses • Public visibility and international presence during the Olympic and Paralympic Games
• Compliance requirements including security integration, ADA access, environmental review, and controlled event operations
• A legacy improvement through pergola refurbishment and related site enhancements
About the Organizer
Hochsitz 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 global sponsors, national Olympic committees, and major international broadcasters. Beyond the Olympic arena, Hochsitz has contributed to large-scale productions for other major international competitions requiring complex temporary infrastructure. That experience positions the company as a capable partner for delivering a high-profile, operationally complex activation in Santa Monica during the 2028 Games.
PROPOSED MUNICIPAL CODE AND POLICY UPDATES
This report includes proposed Municipal Code and related policy updates intended to provide a clearer framework for temporary major event activations and related operational needs. These updates are designed to preserve the City’s regulatory authority while allowing the Council to consider limited, temporary flexibility when doing so supports a well-managed event with demonstrated public benefit and appropriate safeguards.
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Signature Events (ATTACHMENT E)
Building on the City Council’s October 14, 2025 action adopting the Santa Monica Signature Events framework, the revised policy would formally establish a Signature Events category, designate qualifying events as Santa Monica Signature Events, and authorize the waiver of eligible City event fees for those designated events. The policy is intended to create a clearer, more predictable process for recognizing longstanding nonprofit, public-facing events that provide cultural, social, recreational, and economic benefit to the community, while streamlining City support and event administration in a manner consistent with the Council’s prior direction.
An amendment to the Master Fee resolution (ATTACHMENT F) revises Exhibit R of the City’s Master Fee Schedule to remove outdated beach parking lot event rental rates that conflict with rates adopted in separate parking resolutions, thereby ensuring consistency across City fee documents and providing a clearer, more reliable reference for staff and event organizers.
Event Related Code Amendments (ATTACHMENT G).
Additionally, proposed amendments would address several categories of regulation commonly implicated by large-scale public events, including:
• Noise,
• Park and beach use,
• Community events,
• Street performers,
• Signs, and
• Related operational provisions.
The objective of the proposed amendments is not to remove standards, but to clarify how temporary activations may be evaluated and managed under City oversight. 15 of 26
A key component of the proposed amendments is creating Council authority to grant event-specific exemptions from certain code requirements when defined findings can be made This flexibility is intended to be reserved for events of extraordinary scope and community benefit, where strict application of existing standards would limit the City’s ability to realize a significant public opportunity. Any such flexibility would be finite, conditioned, and tied to clear findings regarding temporary duration, site restoration, and minimization of impacts on surrounding uses.
The proposed framework also relies on the enforceable license agreements described in this report to establish the specific regulations, obligations, and operating conditions that will govern each approved event. This ensures that any flexibility granted by Council is accompanied by negotiated controls addressing matters such as event operations, public safety, access, temporary structures, restoration, insurance, indemnification, and financial responsibilities.
The proposed updates to park and beach regulations 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. Similarly, the proposed 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.
In addition, staff is also proposing Sign Code updates addressing the City’s regulation of temporary signage citywide and in the Bayside Conservation District outside of the special event context. Because these sign regulations address temporary signs more broadly than just the community and special event context, they are discussed in a separate section below.
Taken together, the proposed code and policy changes would help establish a modern, limited, and transparent framework for evaluating major temporary activations while also clarifying related signage regulations in key visitor-serving areas. This framework would 16 of 26
support the City’s ability to manage a multi-year pipeline of opportunities while maintaining oversight, protecting public assets, and ensuring that any flexibility granted is tied to specific findings, finite duration, enforceable agreement terms, and site restoration obligations.
Topic & Ordinance Section Summary
Street Banners (Section 4.08.500) The proposed amendment clarifies and expands provisions related to temporary
street banners to allow for City-sponsored
events. This change allows for greater
use of banners to promote major events
and enhance citywide activation in
addition to the current regulations, which
are limited to City produced and coproduced events.
Park and Beach Regulations (Section
4.55)
Updates to enable modern event
programming while ensuring safety and
City oversight include:
• Allow temporary structures and
installations through community event
permits or license agreements
• Authorize drone shows conducted
under agreement with the City
Community Events (Chapter 4.68) Updates to provide more operational flexibility for community events:
• Update Community Event Definition -
Refines the definition of “community
event” under which a permit is
required.
• Permits at City facilities – Clarifies that
community events at public assembly
spaces including publicly accessible
areas do not require a permit.
• Temporary Signage - Allow
community events to include:
• Sponsor recognition on event
signage
• Greater flexibility for size of
signage
Create Council Authority to Grant
Exemptions from Code Requirements for
Major Events:
• Provides authorization for the City
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Topic & Ordinance Section Summary
Council to grant limited, event-specific
exemptions from certain Code
requirements (including community
event, noise, lighting, and signage
regulations) based on required
findings.
Street Performer Regulations (Chapter
6.112)
Updates to operational rules for street
performers to address public safety by
balancing performer activity with crowd
management and event operations:
• Adjustments to location restrictions
• Clarification of performance limits near
community events
• Allowing the City to designate
performance areas during large
events
Sign Code Amendments (Chapter 9.61) The amendments would expand exemptions to the Sign Code to:
• Allows signs to be installed in the
public right-of-way to support
event-related branding and
wayfinding when authorized by
City agreements
• Allow animated displays on the
Santa Monica Pier Ferris Wheel
• Consistent time, place, and
manner regulations for all
temporary signs, including
commercial and noncommercial
• Allow temporary signs in Bayside
Conservation District so long as
the tenant space has a complete
building permit application or is
undergoing active construction
TEMPORARY SIGNAGE
Existing Sign Code Framework
The City’s Sign Code, Santa Monica Municipal Code Chapter 9.61, was originally adopted in 1985, and, as detailed in the administrative record and in Santa Monica 18 of 26
Municipal Code Section 9.61.020, advances a variety of purposes and interests, including, but not limited to, protecting the health, safety, property, and welfare of the public; providing a neat, clean, orderly and attractive appearance of the community; improving the effectiveness of signs; providing for safe construction, location, erection, and maintenance of signs; preventing the proliferation of signs and sign clutter; and minimizing adverse visual safety factors to travelers of public streets and sidewalks.
Because the Sign Code must be content-neutral, it regulates signage based on time, place, and manner rather than message content. As a result, regulations focus on objective standards such as duration, location, and physical characteristics rather than the substance of any sign.
Existing Temporary Sign Regulations
Temporary signs are defined as signs not permanently attached to the ground or a structure and installed for a limited duration. Temporary signs do not require a permit but must comply with regulations set forth in Section 9.61.160, which include but are not limited to size, duration, and location. In commercial zones, temporary signs are generally allowed for 30 or 60 days and up to 120 days, depending on the type of signage being erected.
Pursuant to SMMC Section 9.61.160(E), within the Bayside Conservation District (BC District)—generally bounded by 2nd Court, 3rd Court, Broadway, and Wilshire Boulevard—a temporary sign may be displayed for up to 12 consecutive months. The Director may grant one six-month extension for each 12-month period if requested before the original authorization expires.
On October 22, 2024, the City amended the Sign Code to increase flexibility for temporary signage within the BC District. These amendments extended the allowable display period for temporary signs from the prior 30–120 days to up to 12 months, with a potential extension, and removed size limitations for temporary signs in the District. The amendments were intended to support economic revitalization efforts, particularly along the Third Street Promenade, by accommodating pop-up businesses, activations, and 19 of 26
advance advertising for tenant spaces undergoing plan check review or construction.
The changes were also responsive to requests from property owners and brokers seeking additional flexibility to market vacant or soon-to-open spaces.
Noncommercial Signs
Noncommercial signs are generally exempt from regulation under the Sign Code, with limited exceptions set forth in Santa Monica Municipal Code Section 9.61.140(E), including animated signs (with limited exceptions for City roadway safety purposes and on school property), balloon signs, emitting signs (except for limited drive-through communication devices), freestanding and pole signs, roof signs, upper-level signs, vehicle signs primarily used for advertising, and high-rise signs.
Proposed Sign Code Amendments
The proposed amendments would subject all temporary signs—both commercial and noncommercial—to the same time, place, and manner regulations. These changes will provide a content-neutral mechanism to regulate the size, duration, and circumstances of temporary signage citywide and also in the Bayside Conservation District without creating potential standards related to materials or sign construction that would be difficult to enforce. Further, regulating all temporary signage consistently throughout the City, such that all temporary signage would be subject to the same time, place, and manner regulations as other signage, will further the City’s interests in preserving and enhancing the aesthetic, traffic safety, and environmental values of the City while at the same time providing for adequate channels of communication to the public.
The amendments would further clarify that the 2024 temporary signage flexibility in the BC District was specifically intended to support economic revitalization efforts. Under the proposal, the extended timeframe for temporary signs within the BC District would be permitted only when the associated tenant space has submitted a complete plan check application or is undergoing active construction pursuant to a valid building permit.
By focusing on objective criteria, such as tenant occupancy status and construction activity, the proposed amendments align signage flexibility with economic revitalization 20 of 26
goals, discourage the prolonged use of vacant storefronts solely for signage display, and support broader City objectives related to occupancy rates, active use of tenant spaces, aesthetics, and preservation of the character of the Promenade, while also providing for ample channels of communication to the public.
Additionally, the proposed ordinance includes an opportunity for temporary signage to comply with the new regulations: 12 months within the Bayside District, and 120 days outside of the Bayside District, including large-format promotional or leasing signage that has remained in place within the Bayside District for extended periods.
Policy Question for Council Regarding Maximum Time Limit for Temporary Signage along Third Street Promenade
The October 2024 amendments providing additional time for temporary signs in the Bayside Conservation District were made in order to facilitate forthcoming business openings. Currently, temporary signs are permitted up to 12 months with the possibility of a 6-month extension. Since temporary signs do not require a permit, staff recommends a simplified approach that does not include extensions. Should Council have interest in adjusting the maximum time limit for temporary signs, Council could change the maximum time limit to 6 months, 12 months, 18 months or some other time limit but not shorter than what is authorized for temporary signage not on the Promenade (i.e. up to 120 days).
California Coastal Commission Review
All proposed major events are located in the Coastal Zone and therefore, require review by the California Coastal Commission (CCC). Event producers remain responsible for securing any required CCC approvals. Because the City owns the affected property or maintains it through agreements with the State, the City may serve as a co-applicant for permit applications as needed.
To support this process, the City has retained a Coastal Commission consultant to 21 of 26
advise on CCC permitting and event-related coastal approvals with the cost being funded through producer deposits. This additional coordination is an important part of the City’s approach to managing major events in the Coastal Zone and ensuring that proposals are advanced in a timely, organized, and compliant manner.
Conclusion
The proposed Municipal Code and policy updates, together with the event agreements before the Council, are intended to create a practical and accountable framework for managing major temporary activations in Santa Monica. The code amendments would provide limited, event-specific flexibility where warranted, while the agreements would establish clear requirements related to cost recovery, design, operations, and community benefits. Taken together, these actions position Santa Monica to welcome major regional and international events in a way that reflects community values, supports local businesses, and leaves a positive and lasting impact.
Environmental Review
The proposed Ordinance amendments are categorically exempt from CEQA pursuant to Section 15301 (Class 1 – Existing Facilities), Section 15311 (Class 11 – Accessory Structures), Section 15332 (Normal Operations of Existing Facilities for Public Gathering) and Section 15061(b)(3) of the CEQA Guidelines. The amendments to allow drone shows, amend street performer operational regulations, and to waive community permit requirements through license or agreement are administrative in nature and would facilitate special event operations at the City’s existing public facilities and open space, involving negligible or no expansion of use beyond that existing at the time of the lead agency's determination. Therefore, the amendments are exempt pursuant to Section 15301. Additionally, amendments to allow for signage flexibility for temporary signs are exempt pursuant to Section 15311 of CEQA which exempts accessory structures including signage. These amendments for special events at City facilities are also categorically exempt pursuant to Section 15323 of CEQA Guidelines, which 22 of 26
exempts normal operations of existing facilities for public gatherings for which the facilities were designed, where there is a past history of the facility being used for the same or similar kind of purpose.
None of the exceptions specified in Section 15300.2 of CEQA Guidelines would apply that would preclude the use of these CEQA exemptions. These amendments, including the provision to waive noise standards during the event period, would not have a significant effect on the environment due to unusual circumstances. While it is anticipated that large events could potentially generate noise above existing standards, noise associated with special events are common and not considered unusual in a popular coastal city frequented by tourists such as Santa Monica. It is anticipated that the Goldenvoice event would be the largest major special event in the City, and as such would generate the highest noise levels. However, the increase in noise as a result of special events would be temporary for two days and generally, noise levels above standards would occur only during nighttime events. Noise effects from special events were considered and included in the environmental analysis of the City’s certified General Plan Land Use and Circulation Element (LUCE) EIR (certified July 2010).
Specifically, noise impacts were addressed on pages 4.9-46 and 4.9-51. Additionally, with regard to lighting effects, festival lighting such as stage lighting, performance lighting, art installations, tent and temporary structure lighting, and illuminated signage would generally be directed to interior to the event site. Most lighting would conclude at the end of musical performances and would only be for duration of the event.
Furthermore, for special events occurring on the Pier or at the beach, special event lighting would be consistent with other nearby notable light sources such as the Ferris Wheel lighting, Pier Sign, and Pacific Park. Lastly, special event lighting would adhere to all applicable regulations and operating standards, and would not result in a permanent substantial increase in light/glare levels in the area.
The Anheuser-Busch World Cup event is categorically exempt from CEQA pursuant to Section 15301 (Class 1 – Existing Facilities), Section 15303 (Class 3 - New Construction or Conversion of Small Structures), Section 15311 (Class 11 - Accessory Structures), and Section 15323 (Normal Operations of Existing Facilities for Public 23 of 26
Gathering) of the CEQA Guidelines. The Goldenvoice event is categorically exempt pursuant to Section 15301 (Class 1 – Existing Facilities), Section 15303 (Class 3 - New Construction or Conversion of Small Structures), Section 15304 (Minor Alterations to Land), Section 15311 (Class 11 - Accessory Structures), and Section 15323 (Normal Operations of Existing Facilities for Public Gathering) of the CEQA Guidelines. The Nations Village is categorically exempt from CEQA pursuant to Section 15301 (Class 1 – Existing Facilities), Section 15303 (Class 3 - New Construction or Conversion of Small Structures), Section 15304 (Minor Alterations to Land), Section 15311 (Class 11 - Accessory Structures), and Section 15331(Historical Resource Restoration/Rehabilitation) of the CEQA Guidelines.
Section 15301 of CEQA Guidelines exempts the operation, repair, maintenance, permitting, or minor alteration of existing public or private structures, facilities, mechanical equipment or topographical features, involving negligible or no expansion of use beyond that existing at the time of the lead agency's determination. The FIFA event is a 15-day special event that would take place on the existing Santa Monica Pier and would not expand the existing Pier structure. The Goldenvoice event is two-day special event on the existing beach and the Nations Village would take place over 103 days at existing Crescent Bay Park and the parking lot. None of these events would expand existing structures, facilities, or topographical features. The existing Santa Monica beach, Crescent Bay park, and the parking lot that would be utilized for these temporary events would be restored to their original conditions. Therefore, the events are exempt under Section 15301.
Section 15303 of CEQA Guidelines exempts the construction and location of limited numbers of new small facilities or structures; installation of small new equipment and facilities in small structures; and the conversion of existing small structures from one use to another where only minor modifications are made in the exterior of the structure.
Projects that fall into this class of exemption include accessory (appurtenant) structures including garages, carports, patios, swimming pools, and fences. The Anheuser-Busch World Cup event, Goldenvoice event, and Nations Village would include the installation of temporary equipment and facilities that would be accessory structures to the existing 24 of 26
Santa Monica Pier, beach, Crescent Bay Park, and the parking lot. These accessory structures would be temporary in nature. Therefore, the events are exempt under Section 15303.
Section 15304 of CEQA Guidelines exempts minor public or private alterations in the condition of land, water, and/or vegetation which do not involve removal of healthy, mature, scenic trees except for forestry and agricultural purposes. This includes minor temporary use of land having negligible or no permanent effects on the environment.
The Goldenvoice event is two-day special event on the existing beach and the Nations Village would take place over 103 days at existing Crescent Bay Park and the parking lot. The temporary use of beach, parkland, and the parking lot would not have substantial permanent effects on the environment. These areas would be restored to original condition after the events conclude. Therefore, the Goldenvoice and Nations Village are exempt under Section 15304.
Section 15311 of CEQA Guidelines exempts the construction, or placement of minor structures accessory to (appurtenant to) existing commercial, industrial, or institutional facilities. Projects that fall into this class of exemption include construction, or placement of minor structures accessory to (appurtenant to) existing commercial, industrial, or institutional facilities, including but not limited to: (c) Placement of seasonal or temporary use items such as lifeguard towers, mobile food units, portable restrooms, or similar items in generally the same locations from time to time in publicly owned parks, stadiums, or other facilities designed for public use. The Anheuser-Busch World Cup event, Goldenvoice event, and Nations Village would include the installation of temporary equipment and facilities that would be accessory structures to the existing Santa Monica Pier, beach, Crescent Bay Park, and the parking lot. Therefore, the events are exempt under Section 15311.
Section 15323 of CEQA Guidelines exempts normal operations of existing facilities for public gatherings for which the facilities were designed, where there is a past history of the facility being used for the same or similar kind of purpose. "Past history" shall mean that the same or similar kind of activity has been occurring for at least three years and 25 of 26
that there is a reasonable expectation that the future occurrence of the activity would not represent a change in the operation of the facility. The existing Santa Monica Pier has been regularly utilized for special events and activities for more than thirty-five years, including the Twilight Concert Series, the Off the Hook Seafood Festival, Pier 360, and the LA Opera at the Beach. Therefore, both the Anheuser-Busch World Cup event and the Goldenvoice music festival are considered normal operations and uses of the existing Pier and surrounding beach area, under Section 15323.
Section 15331 of CEQA Guidelines exempts projects limited to maintenance, repair, stabilization, rehabilitation, restoration, preservation, conservation or reconstruction of historical resources in a manner consistent with the Secretary of the Interior's Standards (SOIS) for the Treatment of Historic Properties with Guidelines for Preserving, Rehabilitating, Restoring, and Reconstructing Historic Buildings (1995), Weeks and Grimmer. Nations Village would include the repair/restoration of the existing Pergola at Crescent Bay Park, which is a historic resource on the National Register of Historic Places. As required in the terms of the license agreement, the repair/restoration would be done in accordance with the SOIS and in coordination with a professional architectural historian. Therefore, Nations Village would be exempt from CEQA under Section 15331.
Financial Impacts and Budget Actions
The recommended actions are structured to provide full cost recovery and are not expected to require City subsidy. Each proposed license agreement includes license fees, deposits, and other event-related payments to cover the City’s costs, including planning, permitting, public safety coordination, inspections, coastal coordination, operational oversight, and site restoration.
Deposits will be collected, as appropriate, to fund upfront and ongoing City costs, including consultant support for regulatory review such as California Coastal Commission coordination. Deposits will be held in a deposit account, and as expenses are incurred, the deposit balance will be reduced and revenue recognized in account 26 of 26
01200016.415490.
The proposed events may also generate indirect economic benefits through increased hotel occupancy, visitor spending, and local business activity, although those effects are not reflected as direct budgeted City revenue in this report.
No immediate appropriation or budget action is required. Any future budget adjustments related to the timing of revenues, expenditures, or departmental work programs will be brought forward through future budget actions, as needed.
Prepared By: Aaron Orozco, Community Recreation Administrator Approved Forwarded to Council
Attachments:
A. Pitchside Club Site Plan
B. Exemption Resolution Pitchside Club_Final
C. Exemption Resolution GoldenVoice Final 2
D. SANTA_MONICA_Nations'_Village Site Plan
E. Resolution Revised Signature Events
F. Master Fee Resolution Update
G. Ordinance_Special Events
H. Written Comments
I. PowerPoint Presentation