The Entertainment Zone model that allows for open alcohol consumption in Santa Monica, California, has been successful in helping revitalize the Third Street Promenade area of the city. The model was introduced in 2024 by Senator Scott Wiener, who signed SB 969 to allow cities to establish entertainment zones where adults can consume alcohol purchased from bars and restaurants on the street. This model was implemented in summer 2025 and has seen a decrease in Part 1 crimes by 12.5 percent last year. Santa Monica has also implemented California's first long-term legal open container rule on Fridays through Sundays from 11 am to 10 pm. The city has also voted to expand the Entertainment Zone system to the Santa Monica Pier, Main Street and Montana Avenue for special events, not every weekend.