Advancing Major Events:
Agreements and Related
Code Changes
Strategic authorization for global event partnerships, regulatory refinements, and community impact frameworks.
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Positioning Santa Monica for a Global Moment
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Recommended Action Summary
Authorize Negotiations: Finalize License Agreements for the World Cup "Pitchside Club," a 2026 Music Festival, and the 2028 Nations Village.
Code Modernization: Adopt ordinances amending Municipal Code to facilitate community events and large-scale special events.
Resolution Adoption: Adopt event-specific code exemptions and a revised "Signature Events" policy category to streamline City support.
Environmental Findings: Adopt CEQA categorical exemptions for proposed activations and code amendments based on negligible environmental impact.
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Legislative Components
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Strategic Framework
Full Cost Recovery: Avoid City subsidies.
Licensees cover direct/indirect costs through
fees and deposits.
Operational Readiness: Crossdepartmental planning for public safety, mobility, and environmental compliance.
Public Benefit: Free community
programming and legacy improvements
(e.g., Crescent Bay Park pergola).
ENSURING VALUE AND READINESS
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LICENSE AGREEMENTS
Santa Monica
Major Events
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June 2026 — Ultra House / FIFA (Pier Deck)
Location: Santa Monica Pier
Scope: A high-energy, soccerinspired social hub at the Santa Monica Pier in June 2026. This
21+ fan experience features
match-viewing watch parties and
interactive programming.
Duration: ~2 weeks in June 2026
Michelob ULTRA Opens Premier Soccer Destination in New York City For The Final Week of The FIFA Club World Cup 2025 | Anheuser-Busch 21 + years old only
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Major Events: June 2026 — Ultra House / FIFA (Pier Deck) Item 11-A
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Fall 2026 — Goldenvoice Concert
Location: Santa Monica Pier
Deck, The Beach
Scope: A two-day ticketed
music and cultural festival on
the beach and Pier deck.
• Up to 35,000 attendees daily
• Curated food, art, and musical talent
• Workforce & youth exposure programs
Term: Fall 2026
A Goldenvoice production
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Fall 2026 — Goldenvoice Festival
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Olympic and Paralympic Games
SANTA MONICA NATIONS VILLAGE
Location: Crescent Bay Park
Scope: Broadcast center, nations
house, Olympic partner brand
activations. 100% Open to public,
food and bev, programming.
Duration: Olympics and Paralympics
Legacy: Historic Pergola restoration
consistent with SOIS standards
The Nations Village proposal includes Crescent
Bay park and portions of Lot 4S
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Olympic and Paralympic Games
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CODE AMENDMENTS
& RESOLUTIONS
Santa Monica
Major Events
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Municipal Code Modernization: Major Events
THE “LEGISLATIVE LAYER CAKE”
The City is not viewing these as isolated
items. Instead, they form a hierarchical
structure where each layer provides the legal
authority for the next:
• Ordinance: The Permanent Legal Toolkit.
• Resolutions: The Targeted Activators.
• Agreements: The Enforceable Contracts
ENABLING ORDINANCE
EVENT RESOLUTIONS
LICENSE AGREEMENTS
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The Ordinance: Enabling Tools
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The Resolutions: Targeted Triggers
ACTIVATION
The Resolutions are event-specific. They take the "toolkit" provided by the Ordinance and apply it to a single activation (e.g., FIFA 2026).
As event operations evolve, City Manager has authority to approve additional exemptions (based on same findings as Council) and work with event producers to ensure that best practices and procedures are implemented “Subject to Adoption” Clause
Note: The Resolutions for Goldenvoice and Anheuser-Busch explicitly state they are only effective after the Ordinance is adopted Item 11-A
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Municipal Code Modernization: Major Events
Code Section Proposed Amendment Highlights
Park & Beach (4.55) Enables drone shows and large temporary installations via agreements.
Community Events (4.68) Council authority to grant limited, event-specific Code exemptions.
Performers (6.112) Balance activity with crowd management/safety during major events.
Sign Code (9.61) Allows ROW branding, wayfinding, and animated Pier Ferris Wheel displays.
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Sign Code and Storefront Revitalization
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Recommended Actions
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 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 Anheuser-Busch 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.
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Staff Supporting Major Events for Santa Monica
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