Santa Monica City Council will consider authorizing negotiations with major event organizers for five global events tied to the 2026 FIFA World Cup, 2027 Super Bowl, and 2028 Olympic Games. The proposed events would transform the city’s coastline into a premier entertainment destination.
The proposals include:
* A FIFA World Cup fan festival at the Santa Monica Pier
* A Goldenvoice-produced music festival along the beach
* An ESPN broadcast and fan experience
* Two Olympic hospitality activations
These events will take place over three years, with the first activation scheduled for June 2026. The city aims to generate revenue through single all-inclusive license fees that cover land use, parking replacement, and city services.
City officials believe these events can strengthen Santa Monica’s global profile, support local businesses, and create cultural outcomes while maintaining fiscal responsibility.
Source: https://smdp.com/sports-2/santa-monica-beach-to-become-an-athletic-events-hub-with-upcoming-activations-for-the-world-cup-superbowl-and-olympics