If one reads Michael Levine’s recent OpEd (published in the Oct. 14 edition of the Business Journal), it might seem that the Third Street Promenade, a crown jewel of Los Angeles, is in decline. However, the reality tells a different story – one of resilience, growth and reinvention. It’s unfortunate that Mr. Levine ignored the evidence and missed the opportunity to acknowledge the tremendous progress being made in our community.
Downtown Santa Monica is experiencing an enviable surge of investment and development, with over $1 billion dedicated to the hospitality sector and 2,300 residential units either under construction or in the pipeline. In 2024 alone, 21 new businesses have opened, with more to come. Notably, Google is opening its first Southern California brick-and-mortar store alongside newcomers like JD Sports, Fogo de Chão, Din Tai Fung, Ghirardelli and Arte Museum. This surge in leasing reflects the growing confidence in Santa Monica’s future.
One highlight has been the return of the beloved Barnes & Noble, where Santa Monicans have already packed the store, delighted to see this institution back in their community. These developments underscore the Promenade’s role as a destination for commerce, culture and community – demonstrating that the area is not just recovering but reinventing itself as a vibrant hub for all. Furthermore, contrary to the OpEd’s narrative, the Promenade’s occupancy rate has risen from 75% to 83.5% this year – a clear sign of recovery.
‘It’s about people’
As everyone who regularly frequents our community knows, Santa Monica is about more than just business – it’s about people. Residents and visitors alike are reconnecting, and the Promenade remains at the heart of this engagement. Recently, hundreds of yoga enthusiasts gathered on a sunny Saturday morning for a Lululemon-hosted class, one of many events that highlight the Promenade’s revitalized energy and strong sense of community.
Looking ahead, cherished events like the seasonal ice rink, Ice at Santa Monica, which returns on Nov. 8, and celebrations such as Día de los Muertos, Halloween and the city’s tree lighting ensure that Santa Monica continues to be a cultural hub. These events offer the mix of activities that made Downtown Santa Monica iconic and keep us front-of-mind to people looking for fun, family-friendly experiences.
Addressing homelessness
Santa Monica is making significant progress in addressing homelessness. Recent data shows a 6% decrease in the city’s homeless population, with a remarkable 20% reduction across the Westside. These numbers reflect the city’s unwavering commitment to compassionate, long-term solutions for those in need while ensuring public spaces remain accessible and welcoming.
Safety has also been a top priority, with a visible and coordinated presence from police officers, public safety officers, private security teams, and hospitality ambassadors. Their collective efforts ensure that Downtown Santa Monica remains a secure and inviting space for all.
Now is the time to look ahead and focus on what’s in front of us, not in the rearview mirror. Santa Monica is not a city in decline – it’s a city transforming and embracing a future full of promise. I encourage Mr. Levine and everyone to see firsthand the remarkable progress being made. The best chapters of Santa Monica’s story are just beginning.
Andrew Thomas, the chief executive of Downtown Santa Monica Inc., has led efforts to enhance the downtown experience through economic stability, urban development and community engagement since 2022.
