Santa Monica’s City Council on Dec. 16 voted unanimously to authorize staff to advance negotiations with event producers for a string of high‑profile activations in 2026–2028, citing potential economic benefits and a requirement that the city not underwrite productions.

Deputy City Manager Peter James told the council the major‑events working group had created a pricing methodology “that establishes cost recovery as our minimum standard such that the city incurs no net loss and provides no public subsidy to the production of these events.” Staff described two commercial pathways: a “high benefit” model that offers flexible terms and legacy public‑benefit improvements, and a “low benefit” model for profit‑driven, exclusive events.

Among the projects staff described were a June 2026 FIFA World Cup fan experience on the Pier parking deck (presented as a roughly 50,000‑square‑foot, two‑week activation), a Goldenvoice‑awarded proposal to explore an annual music festival on Pier/Sandbox (estimated capacity up to 35,000), an ESPN fan‑engagement broadcast activation proposed for February 2027, and multiple Olympic/Paralympic activations in 2028 including Club France at the Annenberg Community Beach House and a larger ‘nation’s village’ media center and hospitality area along the shoreline.

Event managers would be responsible for many operational costs, staff said. James and events staff said the city will require permits, insurance, private security and other cost items be paid by producers; fees will also account for land value, parking displacement and a concierge services package to recover staff time for permitting, inspections and public safety coordination.

Council members pressed staff on timing, vendor inclusion and measurable returns. Councilmember Snell asked how existing vendors and tenants would be included; staff said license agreements will include terms to coordinate with leaseholders and local vendors. Mayor Troesas and others asked staff to measure outcomes beyond attendance — e.g., hotel bookings, sales tax, restaurant bookings and local job creation — and staff said those metrics would be tracked.

With the motion, council authorized the city manager to proceed with negotiations and directed staff to return with required code changes, permit conditions and related CEQA analysis as details were refined. The motion passed on a unanimous roll call vote.

What’s next: Staff will move the most‑advanced proposals toward exclusive negotiating agreements and letters of intent; additional Council approvals will be required for license agreements, coastal or environmental approvals and final contract terms.