Promenade 3.0

Since it first opened in 1989, Third Street Promenade established itself as one of the most successful, iconic and imitated public spaces in the world. But in the past three decades, the retail, entertainment, dining landscape brought on by online-retailers, streaming video, “fast-casual” restaurants and delivery apps has changed dramatically, challenging the traditional tenant mix that sustained the Promenade’s success, while the competition for great urban places has also increased across the region. After three decades, it’s time for an upgrade.

Recognizing these challenges, in early 2018 the City of Santa Monica and Downtown Santa Monica, Inc (DTSM) initiated the “Promenade 3.0” project – an urban design action plan to reinvent, reimagine and redesign the Promenade.

Outreach and assessment for Promenade 3.0 began during the 2018 Holiday season, including a “Public Life” study by Gehl People with concept plans to be developed by Rios Clementi Hale Studios through 2019.

A key element of the Promenade 3.0 is “The Experiment” – a public space laboratory comprised of interactive seating and live entertainment elements first launched in September 2018 and expanded in Summer 2019. Utilizing the tools of “tactical urbanism” these pilot projects are intended to test concepts, hypothesis, and proposals for future investment and guide the design process.

As City Urban Designer, Alan Loomis is the lead urban designer on Santa Monica’s “Promenade 3.0” project team.


“Santa Monica Rethinks the Promenade” LA Business Journal [January 31, 2020]

“Santa Monica’s Third Street Promenade Will Undergo Transformative Master Plan” The Architect’s Newspaper [November 14, 2019]

“Can Major Overhaul Revive Third Street Promenade?” Santa Monica Mirror [November 11, 2019]

“‘Bold’ Plan to Transform the Promenade Gets Go-Ahead from Council” Santa Monica Lookout [November 7, 2019]

“City Council Supports Third Street Promenade Redesign” Santa Monica Daily Press [November 7, 2019]

“Santa Monica Moves Forward With New Master Plan for the Third Street Promenade” Urbanize LA [November 6, 2019]

“City Council To Review Promenade Redesign Concepts” Santa Monica Daily Press [November 4, 2019]

“Santa Monica Is Reimagining The Promenade Three Decades After It Was Launched” Santa Monica Lookout [November 4, 2019]

“Planners Want Promenade’s Future to Look Like Its Past” Santa Monica Daily Press [September 28, 2019]

“At This Food Hall, Public Space Comes First, Vendors Order Collectively, and Employees Are Trained to Work at Any Counter” New Food Economy [September 25, 2019]

“Officials See Furniture and Fun as Key to Promenade’s Future” Santa Monica Daily Press [September 4, 2019]

“Promenade 3.0” on DnA: Design and Architecture, KCRW 89.9fm [September 3, 2019]

“Promenade’s Experiment Grows Downtown” Santa Monica Daily Press [August 17, 2019]

“How Santa Monica Is Trying to Lure People Back to the Third Street Promenade” Los Angeles Magazine [March 9, 2019]

“Santa Monica Looks to Revamp the Third Street Promenade” Urbanize LA [March 7, 2019]

“Promenade 3.0 Envisions New Features Downtown” Santa Monica Daily Press [March 4, 2019]

“Envisioning the Future of the Third Street Promenade” City of Santa Monica [December 17, 2018]

“Volunteers wanted to help survey the Promenade” Santa Monica Daily Press [December 5, 2018]

“Council Poised to Make Way for Promenade Makeover” Santa Monica Lookout [October 5, 2018]

“Santa Monica’s Third Street Promenade gets ‘3.0’ makeover” ABC7 [September 30, 2018]

“City Manager envisions a larger pedestrian zone for Downtown” Santa Monica Daily Press [August 20, 2018]


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