Ticketed Swiss-themed event set for Nov. 2, through Jan. 15, 2027, expected to draw 250,000 to 400,000 visitors.
The Santa Monica City Council has approved a license agreement with Swiss Xmas Inc. to transform the Santa Monica Pier parking deck into a Swiss-themed holiday market this winter, part of the city’s push to host more major events ahead of 2028.
The council authorized the agreement at its June 23 meeting for the Swiss Winter Village — Santa Monica Pier, which will operate from Nov. 2, 2026, through Jan. 15, 2027. The public market is scheduled to run daily from Nov. 27 through Jan. 3, with hours from noon to 11 p.m., extending to 1:30 a.m. on New Year’s Eve.
Organizers describe the event as an authentic Swiss holiday market featuring craftsmanship, culinary offerings and contemporary design blended with Santa Monica’s coastal character. Admission will be ticketed at approximately $15 per person to manage crowds and capacity. Projected attendance for the multiweek activation ranges from 250,000 to 400,000 visitors.
Under the agreement, the city will receive the greater of a minimum guaranteed payment of $320,200 or 8% of net ticketing revenue. City staff said the deal is structured for full cost recovery and is not expected to require a city subsidy.
The council also adopted a resolution granting targeted exemptions from certain Santa Monica Municipal Code provisions to accommodate temporary event activities, including construction hours, noise and signage. The exemptions are limited to the event period, and the site must be restored to its original condition afterward.
Swiss Xmas Inc. committed to several community benefits, including 1,000 complimentary tickets for local nonprofits, discounted or free admission for Santa Monica residents in ZIP codes 90401–90405, and senior-focused programming. The event will prioritize local vendors, including a rotating booth for first-time Santa Monica creators, and coordinate with existing Pier businesses.
