Long Beach—joining other cities like Santa Monica that are opting for “come for the beach, stay for the booze” vibes—will establish an open alcohol zone. Likely to be bound along Pine Avenues and The Promenade between 1st and 3rd Streets, the dubbed “Entertainment Zone” could alter the way established drinking spaces operate and do business. Other spaces that are likely to be included would be Shoreline Village and The Pike.
The specific rules, guidelines, and procedures of the proposed EZ will be brought to council by City staff at the next City Council meeting.
“Our business, like many others along Pine and the Promenade, continues to work hard to recover from the economic impacts of the past few years,” said Altar Society co-owner Jon Sweeney. “The Entertainment Zone concept presents a much-needed opportunity to re-energize the downtown area by attracting more visitors, creating a dynamic street atmosphere, and encouraging customers to explore multiple establishments in one visit. At Altar Society Brewing Co., we believe this initiative will provide significant benefits to our business and to the broader downtown community. By creating a vibrant, welcoming atmosphere along Pine Avenue and the Promenade, this program can help draw new visitors, encourage longer stays, and foster a stronger sense of community downtown.”
How did Long Beach (and other Californian cities) suddenly garner access to open alcohol zones?
In 2023, California passed Senate Bill 76, a quiet but meaningful shift in how cities could approach alcohol consumption in public—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 to allow people to sip a cocktail or crack a beer 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, launching 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.
Long Beach has long been considering easing laws to allow open alcohol.
Long Beach hasn’t ignored the potential. In August 2024, the city’s Economic Development and Opportunity Committee began exploring what it might look like here. By January 2025, the Downtown Long Beach Alliance had drafted a detailed pilot program proposal—aimed specifically at allowing an EZ in the heart of DTLB. That proposal includes a reworking of existing municipal code to create a controlled, special-event-focused space where residents and visitors could enjoy a drink without having to be inside a bar or fenced-off beer garden.
Other cities—like Santa Monica, which launched a one-year EZ pilot along the Third Street Promenade this May, and Grand Rapids, Michigan, which has long used these zones to build a more inclusive and lively downtown—show that it’s more than a gimmick. Done right, entertainment zones support small businesses, encourage tourism, and bring new energy to public spaces.
The proposed, general rules of the Entertainment Zone in Long Beach.
- You must be 21 or over and wear an official wristband to enjoy alcoholic drinks to-go.
- Only alcoholic drinks purchased from participating businesses are allowed.
- Alcohol taken to-go must be in a non-glass, non-metal container.
- Finish your drink before exploring another bar, restaurant or shop.
- Enjoy your alcoholic beverages within the Entertainment Zone boundaries.
