Why Santa Monica Is Upping Its Live Music Game

It’s no secret that the U.S. is experiencing a lengthy slump in the tourism sector. The New York Times recently reported that it was the only major tourist destination to see a decline in foreign visitors in 2025.

That downturn has profound ripple effects across the country, especially in municipalities whose economies rely heavily on international travelers and have struggled to find their footing since the COVID-19 shutdowns.

Santa Monica is one of many cities to be affected by the trend, but city officials are working on turning things around in the beloved beach town by leaning on the business that has experienced significant post-pandemic growth: live entertainment.

During a March 24 City Council meeting, officials updated their constituents on the “Realignment Plan,” which includes investments in programs, projects and strategies to revitalize Santa Monica, and live events were mentioned in the economic growth portion of the report.

A music festival in September from Goldenvoice, which puts on Coachella and Stagecoach, is “advancing toward a licensing agreement,” according to city staff. Santa Monica is also making progress on negotiations to have local activation events tied to the FIFA World Cup this summer and licensing agreements to facilitate a broadcasting event with ESPN in 2027.

“Major events are a key opportunity for Santa Monica to welcome our residents for a special experience in their own backyard and another choice for tourists to stay overnight to enjoy all our beach destination offers,” said Misti Kerns, CEO and president of Santa Monica Travel & Tourism. “… There’s an incredible opportunity to draw visitors from around the globe to enjoy top-notch performances with our iconic shore as a backdrop, and our local officials are working hard to deliver world-class events with both a memorable attendee experience and smooth logistics for the community.”

The Greater Los Angeles area is a competitive market, but Santa Monica is a unique area with open real estate near the beach and large parks capable of hosting festivals and one-off music events under the California sun.

“It has been said that travel helps to boost your mood and positively impact your mental health, and the same applies to music. There is nothing like music, arts and culture, great food, and natural beauty to bring people together live and in person, and Santa Monica has all the offerings for premier live entertainment experiences,” Kerns said. “Home to 40 hotels, over 400 restaurants and over 55 museums, galleries and creative venues, Santa Monica offers options for attendees of all budgets and tastes to enjoy an unforgettable visit warmly welcomed by our passionate tourism and hospitality partners. Live music benefits not only the host venue, as all of the surrounding businesses feel the boost as they welcome attendees before and after the performances to refuel with a meal, refresh at a hotel or amp up to keep the unmistakable energy of live entertainment going even between sets.”

One event taking advantage of such spaces is the Santa Monica International Jazz Festival, which takes place at various sites across multiple days. It kicks off May 3 with an event at Third Street Promenade that features performances from Elijah Fox, Genevieve Artadi, Duffy x Uhlmann, Billy Mohler, Instant Alter, Varad Sahasrabudhe and more.

The festival continues May 8 at the 537-capacity BroadStage Santa Monica with a John Coltrane tribute from jazz standouts Isaiah Collier, Lakecia Benjamin and Tenor Madness. The festival culminates May 9 with an outdoor concert at Tongva Park headlined by Kamasi Washington and includes Stanley Clarke & Friends and many more on the bill.

“As someone who produced the Santa Monica Pier’s Twilight Concert Series for 10 years, I’ve seen how great artists in a dramatic setting on the bay can transform the city into a live music mecca for both audiences and performers,” says Martin Fleischmann, owner of Rum & Humble and an executive producer of the festival. “With multiple performances around town, the Festival is a destination event, but also a chance for locals to enjoy the finest quality live music without having to brave the freeway. The City has welcomed our efforts with open arms and there is clearly appetite and purposeful action by everyone … to facilitate our productions.”