Golden Hour
Third Street Promenade · Broadway to Wilshire
About This Event
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
Event Highlights
Schedule
EVENT PARTNERS
ON LAND
ON WATER
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TAP Truck
Tap Truck O.C. is Orange County’s premier mobile bar service offering vintage bar and beverage services for various occasions. Based in Newport Beach, CA, our team of knowledgeable & talented bartenders are dedicated to enhancing and livening the atmosphere at your next event.
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