City Council Approves Early Agreements Tied to Global Sports Events and a Proposed Beachfront Concert Series
Santa Monica could become a focal point for international sports fans and festivalgoers over the next three years after the Santa Monica City Council on Tuesday approved a slate of preliminary agreements tied to major global events coming to the Southern California region.
The actions clear the way for a series of fan zones, broadcast activations, and large public gatherings timed around the 2026 FIFA World Cup, the 2027 Super Bowl, and the 2028 Olympic and Paralympic Games. Council members also endorsed early plans for a new beachfront music festival expected to debut in fall 2026.
While final contracts have not yet been approved, city officials said the partnerships are intended to draw visitors, generate business activity, and increase Santa Monica’s visibility during a period when the region will be hosting some of the world’s most-watched events.
Among the proposals is a Michelob ULTRA Pitchside Club on the Santa Monica Pier in June 2026, coinciding with the start of the World Cup. The beer brand, an official tournament sponsor, plans to create a 21-and-over fan experience combining match viewing with interactive soccer-themed programming, merchandise sales, and guest appearances. City documents indicate the company also plans to temporarily lease the Viceroy Hotel to support event operations.
The council’s discussion is available here:
The council also approved staff to continue negotiations with Goldenvoice, a division of AEG Presents, to produce a large-scale music festival along the coastline near the Pier. Plans call for a one-day event with an estimated crowd of 30,000 to 35,000 people, featuring a dozen or more musical acts, food vendors, and art installations. Organizers have indicated the festival would return in 2027 and 2028 if the initial event moves forward.
In early 2027, Santa Monica may also host an ESPN fan festival and broadcast presence on the Pier and adjacent beach. Preliminary plans include live productions set against the coastline, along with community programming and partnerships with local nonprofits and businesses.
The final and most complex phase would arrive in summer 2028, when the Olympic and Paralympic Games are held across the Los Angeles region. One proposal would bring Club France, the official hospitality venue of the French Olympic team, to the Annenberg Community Beach House. Another concept under consideration includes a “Nations Village” and broadcast center at Crescent Bay Park and nearby parking areas.
Mayor Caroline Torosis said, “The next few years are a defining opportunity to showcase Santa Monica at its best, from our beach and Pier to the heart of our downtown along our iconic coastline. This is exactly what our Realignment Plan was designed to do. We are ushering in Santa Monica’s Renaissance by delivering results, revitalizing our core, and setting the city up for its next chapter. Our best days are ahead.”
City officials emphasized that none of the events would receive city subsidies. Instead, organizers would pay fees covering venue use, security, traffic management, and city services under a new cost-recovery model approved by the council.
The votes allow city staff to continue refining the proposals and negotiating final terms, which will return to the City Council for approval. You can read the full staff report here and
