Santa Monica invests in economic vitality with new streamlined Signature Events category

October 16, 2025 11:56 AM

SANTA MONICA, Calif. (Oct. 16, 2025) - The City Council approved a new Signature Event category to support community activations, streamlining fees and helping local organizers keep the city vibrant and connected.

The new policy allows qualifying community events to receive automatic fee waivers and priority support from the city, reducing uncertainty for event producers, ensuring equitable access to city support, and underscoring the essential role events play in the city's culture, identity, economic vitality and community connectedness.

Signature Event eligibility criteria include:

• Takes place at a city-owned site
• Produced by or benefits a nonprofit organization
• Free and open to the public
• Demonstrated annual presence in Santa Monica for at least three years
• Provides cultural, social, recreational or economic benefit to the community
• Supports local business participation and visibility

As part of the resolution, fourteen annual events that meet the criteria will be designated as a Signature Event. They include:

• Pier 360 - Santa Monica Pier Corporation
• Locals Night - Santa Monica Pier Corporation
• Easter on the Promenade - Downtown Santa Monica
• Pride on the Promenade - Downtown Santa Monica
• Dia de Los Muertos on the Promenade - Downtown Santa Monica
• Open Main Street - Summer Solstice - Main Street Business Improvement Association
• Montana Ave Art Walk - Montana Merchants Association
• Open Main Street - Day of the Dog - Main Street Business Improvement Association
• July 4th Parade - Ocean Park Association
• Festival of Chariots - International Society for Krishna Consciousness
• LA Opera at the Beach - LA Opera
• Ice Grand Opening Day - Downtown Santa Monica
• Westside Unity Classic Car Show - Pico Youth & Family Center
• Veteran's Day Ceremony - United States Army

"Our community events are at the heart of what makes this city vibrant," Mayor Lana Negrete said. "This new policy makes it easier for organizers to keep doing what they do best - bringing people together and contributing to our local economy. By streamlining the city's support process, we're removing red tape and helping these events thrive."

The list of Signature Events will be reviewed annually by the Recreation and Parks Commission, which will have the ability to add or remove events based on a coordinated review process. This includes a process for appeals should an event petitioner wish to appeal a decision.

As part of an overall effort to enhance events and activations in Santa Monica, the city has made additional investments in policy changes, including revising guidelines for greater flexibility, introducing new venues like the Beach Play Zone, or The Sandbox, where events may be held, increasing the frequency of events at parks and public spaces, expanding capacity at high demand sites like the Pier, and allowing alcohol service, vending and drone shows at specific events.

For more information, see the staff report or view the council discussion here.

Media Contact

Tati Simonian Public Information Officer [email protected]

Categories

Arts, Culture & Fun, Business, Community Events

Departments

Recreation and Arts