Downtown Long Beach is about to test a bold new idea—and it starts with a drink in hand. On Saturday, Aug. 2, from 2PM to 6 PM, the Downtown Long Beach Alliance will host the city’s first-ever Entertainment Zone (or “EZ”) event. This community-centered pilot will open the door to temporary open-container areas in select parts of DTLB.
The kickoff will take over the Promenade between Broadway and 3rd Street, transforming the space into a lively beer garden-meets-cocktail-bar-outside atmosphere with live music, family-friendly programming, and drinks for purchase from local businesses. Think of it as a neighborhood block party. But with a wristband and a city permit. These “EZ Sip” events will be easy to spot thanks to new branding that distinguishes them from regular programs. They’re designed to bring people together, activate public space, and serve as a stepping stone for future events. And that particularly includes things like the FIFA World Cup and 2028 Olympics.
“This pilot is about bringing people together,” said Austin Metoyer, President and CEO of the DTLB Alliance. “It’s about reenergizing our downtown through safe, community-focused events.”
Approved by the Long Beach City Council back in June, EZs are modeled after similar programs in other cities.
How did Long Beach (and other Californian cities) suddenly garner access to open container zones?
In 2023, California passed SB76, a quiet but meaningful shift in how cities could approach alcohol consumption in public. Well, at least during permitted special events. The law gave San Francisco the green light to establish official “Entertainment Zones,” areas where open container laws could be temporarily lifted. This, in turn, allows people to sip a cocktail on the street without it being a citation-worthy offense. Think of it as legalizing what folks have been doing during Mardi Gras and music festivals for decades. But with oversight.
The result? San Francisco jumped on the opportunity. It launched its first EZ along Front Street in downtown as a way to reignite business activity and pedestrian life. It worked: they’ve since created four zones citywide, with 18 businesses onboard. Seeing the success, the state expanded the law in late 2024 through SB 969, giving all California cities and counties the option to create their own versions of the program.
Stephanie El Tawil, Economic Development & Policy Manager at the DTLB Alliance, has helped lead the charge: “We’re excited to see how this kind of activation can help our small businesses grow as we continue adjusting to a new downtown landscape.”
Bottom line: grab a drink, catch some music, and join us for the start of something new in Downtown Long Beach.
