Santa Monica approves $3 million plan to revitalize Third Street Promenade

Santa Monica city leaders approved a $3 million initiative to bring businesses and customers back to the Third Street Promenade. 

"Santa Monica is taking a big bet on itself, and we think that that's going to pay off," Mayor Caroline Torosis said. 

The plan is phase two of the city's realignment plan, which the council approved last October. It's made it easier to open sidewalk dining and turn empty shops into restaurants with new zoning changes. The plan also eliminates the $1,000-per-seat wastewater fee for new builds and remodels. It also provides 90 minutes of downtown parking for just $1. 

"We can highlight and leverage our entertainment zone here in Southern California that allows folks to come, gather around special events, and walk up and down the iconic Third Street Promenade with a drink in their hand, in a celebratory fashion, family-friendly fashion, safe fashion, to invite foot traffic and visitors back into our downtown," Torosis said. 

The city is widening its entertainment zone to include the whole downtown area, rather than just the promenade. The director of the Main Street Business Improvement Association, Hunter Hall, said he has already seen encouraging signs. 

"We're doing more events than ever," he said. "Our sponsors are getting more interested than ever. There are big events on the horizon in Santa Monica that wouldn't be happening if there weren't real confidence. You don't get big companies and big events to invest in a city that they're concerned about."

Santa Monica, particularly the Third Street Promenade, has had its share of problems. However, Torosis said serious crime has dropped 12.5% and that the city has fully staffed the police department. 

Despite the changes, some residents have concerns about shoplifting. 

"During the day, walk in, walk out, shoplifting is way up," said John Alle from the Santa Monica Coalition. 

What everyone can agree on is bringing business back to downtown. 

"Music venues are always great," Alle said. "They are going to bring crowds out."