World Cup activations include “Golden Hour” events on the Third Street Promenade, a ticketed “World Play Zone” family area near the Metro station, wellness and craft sessions in Tongva Park, and the “COAST” open-streets festival on July 19.
The Santa Monica City Council on Tuesday authorized staff to negotiate license agreements for several large-scale events, including a major World Cup fan activation on the Santa Monica Pier and other activations tied to the 2026 FIFA World Cup, a 2026 music festival and the 2028 Olympic and Paralympic Games.
The agreements include the Michelob ULTRA “Pitchside Club,” a 21-and-over fan experience planned for the Santa Monica Pier from June 11–25 during the 2026 FIFA World Cup. The free activation is expected to feature live match viewing, interactive soccer-inspired games, cultural programming, merchandise and potential broadcast segments. It will occupy portions of the Pier deck and adjacent areas, with controlled entry and full site restoration required afterward.
Additional World Cup activations developed with producing partner Revel Republic will run from June 11 to July 19 across downtown and the beach. These include “Golden Hour” events on the Third Street Promenade, a ticketed “World Play Zone” family area near the Metro station, wellness and craft sessions in Tongva Park, and the “COAST” open-streets festival on July 19.
The council also greenlit negotiations for a two-day music and cultural festival on the beach and Pier in fall 2026 to be produced by Goldenvoice. The event is expected to draw up to 35,000 attendees per day and include musical performances, food and beverage activations, art installations and community partnerships.
For the 2028 Olympics, the city is moving forward with plans for a “Nations Village” at Crescent Bay Park and portions of Lot 4 South. The activation would serve as an international broadcast hub, featuring an IOC satellite broadcast center, National Olympic Committee hospitality houses and brand activations. It is expected to last approximately 103 days and include a legacy project to refurbish the historic pergola in Crescent Bay Park.
As part of the broader effort, the council introduced an ordinance amending several sections of the municipal code — covering noise, park and beach use, community events, street performers and signage — to provide limited, event-specific flexibility for major activations while maintaining city oversight and requiring full cost recovery.
The moves are part of Santa Monica’s two-year Realignment Plan, which aims to capitalize on a series of major international sporting and entertainment events coming to the Los Angeles region through 2028. City officials say the agreements are structured to recover all direct and indirect costs to the city with no expected subsidy.
Mayor Caroline Torosis said the events are intended to boost the local economy and raise Santa Monica’s international profile.
“As we welcome the world to our shores for the World Cup, we’re ready for business, ready for fun, and ready to show what makes our city so special,” she said.
