Major Sports, Music Festivals Are Coming To Santa Monica

Santa Monica's going to be quite festive in a few months.

At its most recent meeting on April 14, the Santa Monica City Council approved authorizing City Manager Oliver Chi to negotiate and enter into license agreements with promoters for a handful of sports and music-related festivals starting this summer and extending through the 2028 Olympics.

The events include a World Cup Fan Festival Experience at the Santa Monica Pier in June and a music festival on Santa Monica Beach in September.

The World Cup-related “Pitchside Club” fan experience would be hosted on the Santa Monica Pier during the June soccer tournament for fans 21 years of age and older with Michelob ULTRA, the Cup's official beer sponsor.

The Goldenvoice Music and Cultural Festival would take place on the beach and pier this fall.

"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," according to the city.

The event footprint would utilize the Sandbox, the Santa Monica Pier Parking Deck, and portions of adjacent beach parking lots, according to a draft of the plan.

"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," city staff wrote.

Also approved was an Olympics-related "Nations Village," including an International Olympic Committee (IOC) satellite broadcast center and National Olympic Committee hospitality house during the LA28 Summer Olympic Games.

Santa Monica is preparing for a multi-year period of major event opportunities.

"These opportunities could support local businesses, attract visitors, generate international visibility, and strengthen Santa Monica’s position as a premier coastal destination," city staff said in an April 14 report to the City Council.

"A central principle of this framework is full cost recovery," the report explains. "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."

The approach is intended to avoid city-paid subsidies while also having the major events generate broader economic benefits for local hotels, restaurants, retailers, transportation providers, and visitor-serving areas, according to city officials.

"Taken together," city staff wrote of the events and the related code amendments approved, "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."