Council expected to vote on nearly $16.3 million in tourism and downtown management budgets, along with a new agreement to expand community events at a city parking lot.
The Santa Monica City Council will consider approving spending plans totaling more than $16 million for tourism promotion and downtown management when it meets Tuesday, along with a new agreement allowing Downtown Santa Monica Inc. to continue hosting events at a city-owned parking lot.
Among the agenda items is approval of the Santa Monica Tourism Marketing District’s fiscal year 2026-27 budget and work plan, which outlines nearly $6.9 million in hotel assessment-funded marketing efforts designed to increase overnight stays and visitor spending.
The Tourism Marketing District, established in 2012 in partnership with local hotels, is funded through assessments paid by hotels within the district rather than the city’s general fund. State law requires the City Council to review and approve the district’s annual report each year.
According to city staff, the proposed budget totals approximately $6.87 million and focuses on five strategic priorities: increasing tourism demand, strengthening Santa Monica’s brand, promoting the economic value of tourism, expanding partnerships and maintaining operational excellence.
The work plan reflects what Santa Monica Travel & Tourism describes as a shift “from recovery to resilience” as the city responds to declining international visitation, which historically accounted for about half of Santa Monica’s tourism. Instead, the organization plans to place greater emphasis on domestic travelers, luxury visitors and meetings and conventions while preparing for major upcoming events including the 2026 FIFA World Cup, the Route 66 Centennial, the 2027 Super Bowl and the 2028 Olympic and Paralympic Games.
The proposed spending plan allocates about $2.64 million for salaries and benefits, $1.42 million for marketing, $1.15 million for travel industry sales, $340,000 for public relations and $330,000 for meetings, incentives, conferences and exhibitions.
Council members will also consider approving Downtown Santa Monica Inc.’s fiscal year 2026-27 budget and work plan, which totals approximately $9.45 million.
Downtown Santa Monica Inc., a nonprofit organization that manages the city’s downtown business and property assessment districts, oversees enhanced maintenance, security, marketing and community programming throughout the downtown area, including the Third Street Promenade.
City staff said the work remains critical as downtown continues to recover from elevated retail and office vacancies and reduced international tourism. The proposed budget emphasizes maintaining a clean and safe downtown while increasing event programming and brand promotion to attract visitors and businesses.
Nearly 79% of the budget would support operations and public space management, including private security, maintenance services and the Downtown Ambassador Program. Another $1.24 million is dedicated to branding, marketing and community events, while organizational management accounts for about 8% of spending.
The work plan includes expanded programming tied to upcoming international sporting events, such as World Cup watch parties, seasonal events and other public activations intended to increase foot traffic downtown.
The Santa Monica City Council will meet at 5:30 p.m. Tuesday in the Council Chambers at City Hall, 1685 Main St.
