Forget surfboards and sunscreen — Santa Monica is bringing the spirit of the Alps to the Pacific this holiday season.
The city’s iconic pier is set to transform into a sprawling Swiss-inspired winter market, bringing a taste of the snow-covered peaks to one of Southern California’s famously sunny beaches.
The European-style holiday bazaar will transform the space into a festive wonderland, with more than 100 wooden chalets serving up fondue, raclette and other regional treats.
Visitors will also be able hit a faux ice-skating rink, take part in festive crafts and soak up a boatload of holiday cheer.
Santa will even be on-site for photos, with a beautifully decorated European backdrop setting the scene for a little Christmas magic. Reservations for those pictures are slated to open soon.
The event will run from Nov. 27 through Jan. 3, with operations running from noon until 11 p.m. daily — even stretching until 1:30 a.m. for a New Year’s Eve blowout.
General admission tickets are slated to run about $15 a pop.
The Santa Monica City Council voted unanimously to ink a deal with Swiss Xmas Inc. to bring the “Swiss Winter Village” to the pier’s parking deck in June, according to the Santa Monica Daily Press.
Under the deal, the city is guaranteed a minimum payout of $320,200, or an 8% cut of the net ticketing revenue, whichever is more. Officials reportedly insist that taxpayers won’t be on the hook to subsidize the oceanfront winter wonderland.
Organizers are betting big on the holiday spectacle, predicting between 250,000 and 400,000 visitors will flock to the village for spiced cider, festive treats and a spin around the rink.
To get the celebration set up in time, the council waived standard municipal restrictions on noise, signage, and construction hours through its new Major Special Events framework.
In return, operators promised to aim sound systems inward so the festive chorus doesn’t drown out neighboring pier vendors.
The project includes several community carve-outs, including 1,000 free tickets earmarked for nonprofit groups, underserved youths and foster families.
There will be exclusive discount windows for those with a Santa Monica zip code and early access times arranged for seniors to give older residents an uncrowded shot at the stalls.
A weighted application system will also be in place, giving booth preference and discounts to local businesses.
The yuletide transformation comes amid a larger shakeup at the pier.
In a companion move, the council reportedly extended its operating deal with the Santa Monica Pier Corporation by a single year through June 2027, as city brass look to reshape how seaside spectacle are managed, and how to cash in on the coastal events.
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