The 2026 World Cup gave downtown Santa Monica a major test. For six weeks, the city used Third Street Promenade, the Pier, transit areas, parks, and nearby streets for public events. Watch parties, music, food, fan activities, and open-streets programming brought visitors into the district from June through July.
The tournament is over, but the event strategy did not end with the final whistle. Santa Monica is continuing to use public spaces for recurring programs, seasonal activities, and future major events. Third Street Promenade remains an important part of that approach because it connects downtown businesses, Metro, the beach, and the Pier.
For visitors, this means the Promenade can feel different from one week to the next. A normal shopping day may be followed by live music, a market, or a large community event. Therefore, checking the calendar before you go has become more useful.
This guide looks at what changed after the World Cup and what visitors should expect next. For basic planning, start with our Third Street Promenade Visitor Guide.
What the World Cup Changed Around Third Street Promenade
Santa Monica used the World Cup as more than a single sports event. The city built a wider schedule around it. Third Street Promenade hosted watch parties and Golden Hour gatherings. Other activities used the Pier, Metro station area, Tongva Park, and the beach.
The largest closing event was COAST 2026 on July 19. It connected more than a mile of downtown Santa Monica with pedestrian-focused programming. The route linked Third Street Promenade with Ocean Avenue, the Metro E Line area, parks, and the Pier.
Downtown Santa Monica later reported that tens of thousands of people attended the World Cup Final celebration at COAST. That scale showed how a car-light event could spread activity across several downtown areas instead of keeping visitors in one venue.
Third Street Promenade Became More Than a Shopping Street
During the tournament, the Promenade worked as a gathering space. Visitors could watch matches, hear live music, eat outdoors, and move between businesses. That changed the way the street was used for several weeks.
This type of programming also gave restaurants and shops another source of foot traffic. A visitor could come for a match and stay for dinner. Another person might arrive for music and then browse nearby stores.
That flexible use has continued after the World Cup. Downtown Santa Monica launched Forever Summer programming in September and October. The series includes Sunshine Social gatherings, live music, market-style activities, and other public experiences on the Promenade.
Golden Hour Showed How Short Events Can Change the Street
Golden Hour was one of the recurring World Cup-era events on Third Street Promenade. It used the pedestrian blocks for exhibitors, fan activities, vendors, live music, and match viewing.
The format mattered because it did not require a permanent venue. Instead, the Promenade itself became the event space. That makes the area flexible for future programming.
For visitors, these smaller activations can be easier to add to a normal day. You can shop before the event, stop for food, and stay for the evening atmosphere. Our Eat & Drink guide can help you plan around those stops.
COAST Connected the Promenade With the Rest of Downtown
COAST 2026 expanded the idea beyond one block. The open-streets event connected Third Street Promenade with Ocean Avenue, parks, Metro, and the Pier. It also included food, music, culture, and family activities.
This type of event encourages visitors to explore on foot. Instead of driving from one attraction to another, people can move through several downtown areas in one route.
That lesson still applies on regular weekends. Park once or arrive by transit, then walk between the Promenade, Ocean Avenue, Palisades Park, and the coast. See our Getting Here guide for parking and transit options.
Post-World Cup Programming Is Keeping the Promenade Active
The end of the tournament did not return Third Street Promenade to a simple retail schedule. September brought Forever Summer, Sunshine Social, Block Fest, and other recurring activities. These programs continue the idea of using the street as a public gathering place.
Sunshine Social, for example, has been scheduled on Wednesdays and Saturdays. It combines outdoor seating, farmers market finds, music, food, and eligible Entertainment Zone drinks for adults.
This gives visitors a reason to spend more time downtown without needing a major ticketed event. It also creates a different atmosphere from a standard shopping trip.
Forever Summer Extends the Event Season Into Fall
Forever Summer is a clear example of the post-World Cup direction. Downtown Santa Monica scheduled the series through September and October. The goal is to keep outdoor activity going after the peak summer months.
The format is simple. Visitors can meet friends, bring market purchases to community tables, listen to music, and explore nearby businesses. Some dates also include special activities or evening programming.
If you are visiting for one of these events, check our Shopping Guide and Things to Do guide. Both can help you build a full day around the Promenade.
Future Major Events Are Part of a Longer Strategy
Santa Monica has also been planning beyond 2026. The city has identified major events as part of a broader effort to support business activity and public experiences. Upcoming plans include ESPN programming around Super Bowl LXI in February 2027 and hospitality activity during the 2028 Olympic and Paralympic Games.
The planned Ocean Way Festival for September 2026 was canceled after storm-driven beach erosion damaged the event site. The city says the beach and Pier remain open. It is now working with Goldenvoice on a 2027 version of the festival.
That update is important for visitors. Event plans can change because of weather, site conditions, or operations. Always confirm major events with the official city calendar before making travel arrangements.
How Visitors Can Plan Around Santa Monica’s New Event Rhythm
More programming can make downtown Santa Monica more interesting. It can also affect parking, transit, restaurant demand, and walking routes. The best approach is to check what is happening before you arrive.
Start with the date. A quiet weekday may have very little event activity. A Saturday with a festival or block event can feel completely different.
Next, decide whether the event is your main reason for visiting. If it is, arrive early and choose your transportation first. If the event is only one part of your day, leave extra time around it.
Public transit can be useful during large events. The Metro E Line ends in Downtown Santa Monica. Big Blue Bus routes also serve the area. On special event days, however, temporary detours may change normal stops.
Build a Flexible Day Around the Promenade, Transit, and the Coast
A simple itinerary can work well when events are happening. Begin with coffee or breakfast near Third Street Promenade. Then, browse stores or walk through the event area.
Stop for lunch before the busiest part of the afternoon. Later, continue toward Ocean Avenue, Palisades Park, the beach, or Santa Monica Pier.
If an evening program is scheduled, return to the Promenade before sunset. This reduces the need to move your car or search for another parking space.
Keep pedestrian safety in mind during crowded events. Third Street Promenade is pedestrian-focused, but surrounding intersections still carry regular traffic. Use marked crossings and watch for turning vehicles.
Garage entrances can also become busy. Drivers may be looking for signs or open spaces. Pedestrians should make eye contact when possible and avoid stepping in front of moving vehicles.
Scooter riders need to follow local rules too. E-scooters cannot be ridden on Third Street Promenade. They are also restricted on sidewalks, the Pier, the beach bike path, and municipal parks.
Finally, keep your schedule flexible. Large events can change normal routes, create lines, or fill restaurants faster than expected. A little extra time makes the day easier.
The World Cup showed that Third Street Promenade can work as more than a shopping destination. It can also serve as a flexible public event space that connects downtown with transit and the coast.
That idea is continuing after the tournament. Forever Summer and other programs are keeping the Promenade active into fall. At the same time, Santa Monica is preparing for future regional and international events.
For visitors, the biggest change is simple: check the calendar before you go. Then, plan transportation, dining, and nearby attractions around the event schedule.
With that approach, Third Street Promenade can become the center of a full Santa Monica day rather than a single stop.