Tourists Stumble Upon Shuttered Stores and Empty Streets at Santa Monica Third Street Promenade After Once-Bustling Shopping Boom

Once bustling with energy and excitement, Santa Monica’s Third Street Promenade has long been a magnet for tourists and locals alike.

Street performers drew crowds, shoppers wandered from store to store, and evening strolls were filled with laughter, photos, and the hum of a vibrant coastal city.

But today, visitors say the vibe has changed dramatically.

A Ghostly Walk Along Once-Busy Streets

Shoppers strolling along the Promenade now notice stretches of dark, empty storefronts.

Foot traffic has thinned, and many locals describe the area as eerily quiet.

Online forums are filled with comments from tourists and residents expressing surprise at the transformation.

One longtime Santa Monica resident described the promenade as being “stuck in limbo between being a tourist spot and a local ghost town,” highlighting the contrast to the lively energy of the past.

The decline isn’t just anecdotal.

Local business groups and city officials confirm that foot traffic has dropped sharply since the pandemic, leaving many retailers struggling to survive in what was once a near-impossible-to-secure retail location.

Pandemic Aftershocks and Changing Shopping Habits

Santa Monica Travel & Tourism reports that visitor numbers fell during the COVID era and have yet to return to pre-2020 levels.

In 2024, roughly 4.2 million visitors explored the city, down 9 percent from the previous year.

Retail analysts point to shifting shopping habits, the rise of online retail, and the growth of remote work as key drivers behind declining foot traffic in urban shopping corridors.

Neil Saunders, a retail expert at GlobalData, told the Daily Mail, “Some malls are suffering because patterns of demand have changed. It is hard to turn things around.”

High commercial rents and operating costs make it even harder for small businesses to remain viable, while larger chains have also exited the Promenade, leaving vacant storefronts in their wake.

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Rising Social Challenges Compound the Issue

Residents cite additional concerns that affect visits to the Promenade.

Homelessness has increased by approximately 15 percent between 2022 and 2023, and reports suggest a slight uptick in crime, including robbery, burglary, and assault.

In 2024, police responded to 8,874 calls in the area, making 256 arrests, roughly 70 percent involving homeless individuals.

High living costs also deter locals. Santa Monica remains one of California’s priciest coastal cities, with a cost of living about 150 percent higher than the national average.

Dining and shopping expenses along the Promenade have surged, making a casual outing feel out of reach for many residents.

One lifelong resident admitted on Reddit that they haven’t visited the Promenade since before the pandemic, citing high prices, the disappearance of independent shops, and concerns about safety as key reasons.

Many now opt for malls like Westfield Century City, where essentials are conveniently centralized.

Revitalization Plans Aim to Restore Liveliness

Despite these challenges, the Third Street Promenade continues to attract international visitors, and city leaders are investing in a $60 million revitalization initiative.

The plan aims to reduce vacancies, encourage foot traffic, and reshape the Promenade into a mixed-use destination featuring rooftop dining, pop-up retail, and pedestrian-friendly upgrades.

Saunders emphasizes that safety must come first, alongside innovative attractions like creator markets and special events.

“If this can’t be done, redevelopment is sometimes a possibility, especially with mixed-use developments combining retail, office, and residential space,” he said.

City officials hope these upgrades will help combat homelessness and safety concerns, creating a “vibrant atmosphere” ahead of the 2028 Olympics.

Impact and Consequences

The decline of the Promenade has far-reaching effects on Santa Monica’s economy, tourism, and community morale.

Local businesses face closures, fewer visitors impact revenue, and residents feel the social and cultural fabric of the city shifting.

The changes also highlight the broader challenges facing urban shopping districts nationwide, as consumer habits evolve and cities grapple with social and economic pressures.

What’s Next?

City leaders and business advocates are focused on revitalization projects to revive the Promenade.

They aim to balance economic growth, safety improvements, and community engagement while leveraging the upcoming 2028 Olympics as a catalyst for transformation.

The success of these initiatives could set a blueprint for rejuvenating other urban shopping destinations facing similar declines.

Summary

Santa Monica’s Third Street Promenade has shifted from a bustling tourist haven to an area grappling with empty storefronts, declining foot traffic, and rising social challenges.

Pandemic effects, changing shopping habits, and high living costs have all contributed to its current state.

Local authorities and business experts are implementing revitalization strategies to restore vibrancy, safety, and appeal in time for major international events.

Bulleted Takeaways

• Foot traffic along the Third Street Promenade has declined sharply since the pandemic.
• Homelessness and crime have risen, affecting the area’s perception and safety.
• High commercial rents and living costs make it difficult for businesses and residents.
• Independent shops and major retailers have left, contributing to empty storefronts.
• Santa Monica city leaders have launched a $60 million revitalization plan to restore vibrancy before the 2028 Olympics.