Santa Monica Downtown Visitors Have Increased

Downtown Santa Monica Inc reported significant growth in traffic alongside new board leadership and task forces.

Updated on Oct. 1, 2026 in People

Santa Monica Downtown Visitors Have Increased

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Downtown Santa Monica Inc recorded 3.3 million visits to the city center between June 11 and July 19, marking a 26% increase over the same period in 2025. Visitor traffic further rose by 20% in August as the organization shifted toward a more data-driven leadership structure.

Why it matters

The leadership changes and move to task forces aim to reimagine the Third Street Promenade, prioritizing future planning over the area's historical state. These shifts align the organization with long-term goals like preparing for upcoming Olympic events and securing a 20-year renewal of the business assessment district.

Visitor traffic saw a 26% boost during World Cup events and an additional 20% growth in August. The organization is now planning for a 20-year renewal of its business assessment district.

The players

Downtown Santa Monica Inc

This organization manages the downtown district and oversees the development of the Third Street Promenade.

Joshua Gilman

He serves as the newly elected chair of the board for the downtown management organization.

Sean Besser

He is a reappointed board member who was also elected to serve as the secretary for the organization.

Michael Dubin

He was appointed by the City Council to join the board following the replacement of a former member.

Santa Monica City Council

This is the governing body for the city that maintains authority over board appointments and oversight.

The details

The City Council reappointed Sean Besser and Hodge Patterson to the board in September and replaced Judy Kruger with Michael Dubin in October. Under the newly elected chair Joshua Gilman, the board replaced standing committees with three informal task forces focused on major events, Promenade renewal, and business assessment district operations.

3.3 million visits were recorded between June 11 and July 19.
Visitor traffic increased by 20% during August.
The Santa Monica City Council reappointed board members on September 8.
The City Council voted to replace Judy Kruger in October 2026.

Market Landscape

The transition to informal task forces marks a departure from established regulatory standards like the Brown Act, allowing for more agile decision-making. This shift reflects a broader trend among business districts to modernize governance and expedite long-term urban planning projects.

Residents and business owners should expect a shift in how the Third Street Promenade is managed as new task forces implement changes for upcoming events. These strategies are designed to support long-term district renewal, which may influence future business assessments and local event planning.

The takeaway

The move toward a data-driven board suggests a more proactive approach to urban management in Santa Monica. Stakeholders should monitor these task forces as they move to reshape the downtown area for future international events.