Golden Hour

Golden Hour on the Third Street Promenade is a recurring activation that transforms the Promenade into a vibrant, pedestrian-focused gathering space during World Cup season. Running from Broadway to Wilshire, the experience builds from afternoon energy into an evening social atmosphere.

Designed to complement Pier-based match viewing, Golden Hour focuses on pre and post match gathering rather than live broadcast, creating an inclusive and welcoming environment for residents, visitors, and families. The series establishes a consistent rhythm that drives foot traffic and reinforces Downtown Santa Monica as the city's central World Cup destination.

What to Expect

• Curated exhibitors and interactive fan experiences

• Local vendors and distributed live music throughout the corridor

• Restaurants extend into the public realm with enhanced outdoor dining

• Pre and post match gathering — inclusive and welcoming for all

• Drives foot traffic and reinforces Downtown as the central World Cup destination