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Long Beach council OKs one-year pilot for downtown entertainment zone to boost foot traffic and business
Summary
Council approved a one-year Downtown 'entertainment zone' pilot — using new state authority — to allow regulated open-container and other event tools in defined areas to spur a 24-hour downtown economy. Staff will return with an implementation plan and any required ordinance changes.
The Long Beach City Council voted to direct staff to develop a one-year pilot entertainment zone in the downtown dining and entertainment district, using California’s recently updated state law to permit carefully regulated open-container and event operations in defined areas. Councilmembers said the pilot is intended to activate Pine Avenue and the Promenade, increase pedestrian foot traffic, and help local restaurants and small businesses recover post-pandemic.
Why it matters: Supporters said the pilot would help turn downtown into a stronger entertainment and tourism destination by encouraging people to stay longer before and after major events — an economic strategy the city’s leaders said is necessary to sustain local businesses as office occupancy and traditional daytime foot traffic remain lower than pre-pandemic levels.
What council approved
The council directed the city manager to work with police, economic development, special events, and other departments to outline a management plan, identify needed ordinance changes (including amendments to the Long Beach Municipal Code), and return with recommendations that would enable a pilot targeted to begin in summer 2025. The directive asks staff to use tools such as street closures, open alcohol permits during permitted events, and modifications allowed under California Senate Bill 769 and related state law frameworks. The pilot will be event-driven and narrow in scope; staff noted it would not open the entire downtown to daily, unrestricted open-container consumption.
Public response and council discussion
Downtown business groups and the Downtown Long Beach Alliance supported a limited, event-specific pilot. Sam Purzina, chair of the Downtown Long Beach Alliance, told council the pilot “gives us a framework to safely allow open container consumption during permitted events, activating our streets, celebrating culture, encouraging people to stay longer, explore more, and support local businesses.” Austin Montoya, DTLB CEO, told council the pilot should be specific to events so the city can test impacts on pedestrian counts, business vacancy and sales tax revenue.
Council members stressed safety and evaluation. Councilmember Joanie Ricks-Ode and others asked that police and event planners detail security plans and how officers will be allocated so public safety is not diminished elsewhere in the city. Police leadership said any event will require a security plan that accounts for overall department workload and that special events are planned with staffing constraints in mind.
Next steps
Staff will draft an implementation and management plan in coordination with the Downtown Long Beach Alliance and other stakeholders, identify any required ordinance language (including ABC/open-container compliance), and return to council for consideration. The pilot will be limited and evaluated on metrics the council identified such as pedestrian counts, business revenue, safety and cleanliness outcomes.
