1 City Council Meeting: June 23, 2026 Santa Monica, California RESOLUTION NUMBER ______ (CCS)
(City Council Series)
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SANTA
MONICA ADOPTING CERTAIN MUNICIPAL CODE WAIVERS DURING
THE 2026 SWISS WINTER VILLAGE - SANTA MONICA PIER ON THE
SANTA MONICA PIER PARKING DECK
WHEREAS, 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, drawing millions of visitors, international media attention, and significant economic activity across the region; and
WHEREAS, Santa Monica’s coastline, public spaces, and established reputation as a world-class destination create a rare opportunity for the City to participate and help shape this regional movement on the global stage; and
WHEREAS, Santa Monica is preparing to host several high-profile sporting and cultural events that are expected to draw significant regional, national, and international attention; and
WHEREAS, event activations include hosting international delegations, brands, and production agencies expressing interest in temporary installations, hospitality houses, and broadcast centers; and
WHEREAS, these events will bring global audiences, international exposure, cultural festivals, and hospitality activations throughout the region; and WHEREAS, these events will result in increased foot traffic and visitor activity for the Pier, Promenade, and other retail spaces, economic benefits for nearby hotels, restaurants, and small businesses; and
2 WHEREAS, with its iconic beachfront, strong transit connectivity, and established global reputation, Santa Monica is well-positioned to engage in regional coordination and pursue strategic partnerships that maximize the benefits of this heightened period of visibility; and
WHEREAS, the upcoming major event cycle will include the Swiss Winter Village - Santa Monica Pier (working title) (hereinafter referred to as the “Swiss Winter Village” or the “Event”) on the Santa Monica Pier parking deck; and WHEREAS, this Swiss Winter Village will be 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; and
WHEREAS, the Event 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; and
WHEREAS, the inaugural concept envisions a European holiday market activation on The Santa Monica Pier from Thanksgiving through New Year's. The Swiss Winter Village combines premium international culinary offerings, local artist showcases, live arts and entertainment, and family-focused programming; and
WHEREAS, the Event footprint would utilize the Santa Monica Pier parking deck, and portions of adjacent beach parking lots; and
WHEREAS, Swiss Xmas, Inc. (“Swiss Xmas”) and Fever Labs, Inc. (“Fever”) one of the Event’s co-producers, are developing the Event in coordination with city staff to 3 ensure that public safety, mobility, sound mitigation, accessibility, sustainability, and coastal compliance are addressed as the concept advances; and WHEREAS, the proposed Event 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; and
WHEREAS, in addition to the Event itself, Swiss Xmas has identified a range of potential community benefits that would be incorporated into the Event License Agreement (the “License Agreement”), including collaboration with Pier partners, support of local arts and artists, support for local business participation, and marketing efforts intended to increase visitor activity in Santa Monica before, during, and after the event; and
WHEREAS, 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; and WHEREAS, the proposed Event also presents an opportunity to broaden Santa Monica’s event portfolio with a major cultural activation that complements the City’s artsrelated opportunities; and WHEREAS, the Event License Agreement between Swiss Xmas and the City includes provisions addressing community engagement, public safety, mobility, sound mitigation, sustainability, accessibility, and local business coordination; and WHEREAS, with this Event, the City’s objective is to secure a well-managed activation that supports local economic development while protecting public assets and minimizing impacts; and
4 WHEREAS, the City Manager’s Office Major Events Division and a crossdepartmental working group have been planning for the operational, logistical, and community impacts associated with this large-scale activation in the City; and WHEREAS, this Event foresees active uses of event space, including amplified sound and visible branding necessary for economic viability; and WHEREAS, on April 28, 2026, the City Council adopted Ordinance Number 2857 (CCS) which, among other things, amends Santa Monica Municipal Code Section
4.68.210, to allow Council, by resolution, to exempt certain special events from discrete Municipal Code requirements, or to authorize the City Manager to make exemptions, if the following findings are met:
1. Strict application of the Municipal Code would result in practical difficulties or unnecessary hardships, which would frustrate the purposes of the event;
2. The requested exemption is limited to the event period and is otherwise temporary in nature;
3. The premises at which the event will be held will be restored to the original conditions in place prior to the requested exemption;
4. The proposed event is of extraordinary scope and will provide a significant benefit to the community, including, but not limited to, events that (a) generate significant indirect economic and community benefits; (b) attract both residents and visitors; and (c) promote Santa Monica on a regional, national, and global stage; and
5. The permittee or licensee has agreed to implement best practices and provide adequate procedures to minimize and respond to event impacts; and 5 WHEREAS, in order to effectuate the Swiss Winter Village, targeted exemptions to the Santa Monica Municipal Code are required to better accommodate this major special event; and
WHEREAS, the exemptions are intended to provide operational flexibility and allow the City to support the Swiss Winter Village; and
WHEREAS, the City Council has identified this large upcoming Event as extraordinary or unique in scope, scale, or benefit, and the Council deems the below ordinance exemptions necessary to facilitate these major events.
NOW, THEREFORE, THE CITY COUNCIL OF THE CITY OF SANTA MONICA DOES RESOLVE AS FOLLOWS:
SECTION 1. The City Council hereby exempts the Swiss Winter Village from provisions of the Santa Monica Municipal Code as set forth below based upon the following findings:
(A) Strict application of the Santa Monica Municipal Code would result in practical difficulties or unnecessary hardships, which would frustrate the purposes of the event.
i. Provisions in Santa Monica Municipal Code including, but not limited to 4.12.110, 4.12.120; Restrictions on demolition, excavation, grading, spray painting, construction, maintenance or repair of buildings, and Posting of Construction Signs:
The Swiss Winter Village on the Santa Monica Pier parking deck includes construction of temporary structures. The timeline/schedule for event load-in and loadout activities will require working outside of normal construction hours established in 6 SMMC Section 4.12.110. Working within normal construction hours would extend the overall schedule for load-in and load-out. Working within normal construction hours would conflict with some of the operational parameters in place for vehicle access to the Pier that have been designed to maintain Pier business operations and visitor experience.
Event load-in and load-out activity on the Santa Monica Pier Deck will be conducted in accordance with City service needs, ongoing Pier Bridge replacement project construction, and Pier operational requirements. Event teams will be required to work with the City’s interdepartmental team to establish a construction management plan to minimize impacts to public access to the Pier, beach, and surrounding neighborhood, and to ensure safe circulation and construction operations. ii. Provisions in Santa Monica Municipal Chapter 4.12, Noise, including, but not limited to, Sections 4.12.025, 4.12.030, 4.12.040, 4.12.050,
4.12.060, 4.12.080, 4.12.100, 4.12.105, 4.12.110, 4.12.150:
The premise and goal of the Swiss Winter Village - Santa Monica Pier is to create a high-visibility seasonal holiday destination on the Pier featuring authentic cultural programming, local artisan markets, live performances, and continuous background holiday music for a large public audience in an iconic setting. To maintain a fully immersive, world-class holiday atmosphere throughout the duration of the event's operating dates, this comprehensive experience is simply not feasible without a temporary waiver of the City’s existing noise provisions.
Pursuant to the License Agreement between Swiss Xmas and the City, the Licensee will be required to implement sound-mitigation and best audio practices to ensure a community-friendly acoustic environment, including:
7 • Inward-Facing Sound Array: Directing all background holiday music speakers strictly inward toward the interior of the market perimeter to focus sound within the event footprint and minimize external noise bleed.
• Conversational Volume Caps: Maintaining background holiday music at a controlled decibel level that is cleanly audible to event attendees but low enough to allow for normal, comfortable spoken conversation.
iii. Provisions in Santa Monica Municipal Code Chapters 4.68, Community Event, and Chapter 9.61, Signs, including but not limited to Sections
4.68.130, 9.61.140, and 9.61.230:
In line with the goals of this world-class event, and to adequately promote the largescale event in a short period of time, Swiss Xmas is seeking the ability to add temporary large- and small-scale branding at the Event site, including elements externally facing along the Pier deck. To ensure appropriate site management and pedestrian and traffic safety, Swiss Xmas will also need additional flexibility to provide wayfinding signage at various City locations to be determined by the City Manager.
Pursuant to the License Agreement, all temporary signage is limited to the Event period, and Swiss Xmas will coordinate with the City on placement and remove all signage and restore affected surfaces at the conclusion of the Event. (B) The premises at which the Community Event will be held will be restored to the original conditions in place prior to the requested exemption.
Pursuant to the License Agreement between Swiss Xmas and the City, Swiss Xmas shall restore the premises and return them to the City in the same condition in 8 which it was prior to Swiss Xmas’ use of the premises, including a full clean-up, removal of all litter, equipment, and personal property, etc.
(C) The requested exemptions are limited to the event period and are otherwise temporary in nature.
The Swiss Winter Village - Santa Monica Pier is a seasonal event, including loadin, public activation, and load-out, spanning November 2026 through January 2027.
Public activation shall run continuously every day from November 27, 2026, through January 3, 2027, inclusive of all federal and seasonal holidays.
Pursuant to the License Agreement, the daily public operational hours of the event shall be as follows: Monday – Sunday: 12:00 pm – 11:00 pm; provided, however, that public operating hours on New Year's Eve (December 31, 2026) may be extended to no later than 1:30 a.m. PST on January 1, 2027.
(D) The proposed event is of extraordinary scope and will provide a significant benefit to the community.
The Swiss Xmas Market will attract local residents and international visitors alike, will generate significant indirect economic and community benefits, and will promote Santa Monica on a national and global stage.
Event Background
Swiss Winter Village seeks to use the Santa Monica Pier (the “License Area”) to host a large-scale, European-inspired holiday market activation in connection with the 2026 winter season. Admission to the event will be a ticketed experience, priced at approximately $15 per person, with tickets required for entry to maintain optimal crowd control and capacity management within the License Area. Over the course of the multi- 9 week activation, total attendance is anticipated to range between 250,000 and 400,000 total market attendees.
Economic Benefits from the Event
The City of Santa Monica will experience the following economic benefits from the Event:
• General Economic Benefits
o Direct local job creation, labor income, and sustained economic output within the city associated with the multi-week setup, daily holiday operations, and winter takedown phases.
o Prioritized creative and culinary curation establishing dedicated space and placement priority for local Santa Monica artists, craftspeople, and food and beverage vendors, ensuring hyper-local talent is spotlighted throughout the holiday fair.
o Targeted economic integration achieved by giving existing Santa Monica Pier merchants first notice of holiday booth availability and preferential leasing rates, alongside active cross-promotional campaigns to drive event traffic directly into permanent Pier businesses.
o Induced economic stimulus driven by the household spending of local workers, alongside the massive influx of retail and food-and-beverage revenue generated by an estimated 250,000 to 400,000 Event attendees spending capital on the Pier and throughout the city.
10 o Amplified tourism marketing exposure leveraging Fever’s media networks to promote Santa Monica to millions of potential regional and international seasonal visitors.
• Tax Revenue Benefits The City of Santa Monica will experience substantial municipal tax revenue inflows resulting directly and indirectly from the authorization and operation of the Event, including:
o Direct Municipal Sales Tax Revenue: Promotion of robust retail activity generating sales on all taxable transactions and concession sales within the market perimeter. Generates millions of dollars in cumulative, high-yield consumer transactions to directly benefit the City’s General Fund and critical local municipal initiatives (Measure Y and Measure GSH) via Santa Monica’s designated 2.00% direct statutory tax allocation. o Incidental Employee Spending Multipliers: Induced sales tax and Business License Tax revenues stemming from localized spending by regional production crews, site laborers, and seasonal employees on food, retail, and services within the surrounding downtown commercial corridors during the multi-week build, run, and strike windows.
o City-Wide Visitor Spending Impacts: Indirect sales tax and Business License Tax revenues generated by regional and out-of-town visitors utilizing the Downtown area and surrounding municipal zones for secondary dining, hospitality, and retail shopping. Utilizing the City’s historical visitor spending benchmarks of approximately $47.00 per person per day for daytrip and overnight tourists, the Event’s projected baseline of 250,000 to 11 400,000 total attendees is anticipated to stimulate significant secondary economic activity throughout the local business community. o Transient Occupancy Tax Revenue: Targeted room-night tax revenue generated for the City’s general fund from overnight hotel stays by Swiss Winter Village's core out-of-town travel team, select management staff, and specialized external production consultants utilizing Santa Monica lodging during the event's operation.
o Municipal Parking Tax Revenue: Net additional parking tax revenues collected via the City’s standard parking tax rate, generated by the influx of attendee vehicles utilizing the nearby parking lots and adjacent municipal parking structures.
(E) The permittee or licensee has agreed to implement best practices and provide adequate procedures to minimize and respond to event impacts.
Swiss Xmas has agreed to implement best practices and adequate procedures to minimize and respond to impacts from the Event. With respect to noise, Swiss Xmas’ best practices and procedures include, but are not limited to, the strategic siting and architectural design of the Event to naturally control sound propagation based upon advanced audio engineering standards for outdoor public spaces. Swiss Xmas will be required to implement strict audio management protocols, including:
• Distributed Low-Impact Sound Array: Utilization of numerous smaller, localized, low-wattage sound sources distributed throughout the market footprints rather than centralized, high-power speaker stacks, ensuring background holiday music remains localized and prevents long-distance sound propagation. 12 • Active Decibel Monitoring & Tenant Boundary Calibration: Continuous monitoring of ambient sound levels at designated perimeter locations, specifically including the property lines of existing Pier tenants, with the operational mandate to actively recalibrate sound system parameters to immediately mitigate any acoustic issues if they arise.
• Strict Inward-Facing Audio Orientation: Situating all amplified background sound equipment and the limited performance setups (restricted to a maximum of one to two directional speakers per performance area) to face slightly downward and strictly inward toward the interior center of the market perimeter, avoiding any external or landward noise bleed.
With 15 years of international experience successfully operating traditional holiday markets worldwide, Swiss Xmas and its technical production partners are uniquely positioned to optimize on-site holiday atmosphere and guest immersion while maintaining a strictly minimized off-site acoustic footprint.
SECTION 2. The City Manager is hereby authorized to approve additional exemptions from the Municipal Code to meet operational needs of the event where the City Manager has made the findings set forth in Santa Monica Municipal Code Section
4.68.210(E).
SECTION 3. The City Clerk shall certify to the adoption of this Resolution, and thenceforth and thereafter the same shall be in full force and effect.
APPROVED AS TO FORM:
________________________
HEIDI VON TONGELN
City Attorney