The Santa Monica Pier is getting a European-style holiday market this fall and will serve as ESPN's broadcast home during Super Bowl week in February, two commercial deals Mayor Caroline Torosis spotlighted at the city's State of the City address on Thursday, July 23.
The holiday market, promoted by the event-discovery platform Fever, will transform the Pier parking deck into a seasonal destination featuring European craftsmanship, food and design paired with local business partnerships. City council records show the council approved a license agreement on June 24 with Swiss Xmas Inc. for use of the Pier deck from November 2, 2026, through January 15, 2027. The Argonaut, citing city materials, placed the public opening in late November, suggesting the earlier date covers setup and build-out. The relationship between Fever and Swiss Xmas Inc. is not specified in public records.
ESPN Beach will begin Monday, February 8, 2027, and run through Super Bowl LXI week. ESPN is producing the game on ABC for the first time, and the Santa Monica activation will serve as its central broadcast hub. The network will set up live studio sets, free interactive games and family-friendly Disney-branded activities along Santa Monica Beach and the Pier, according to an ESPN press release issued May 12.
Torosis framed the deals as part of a broader economic recovery, telling attendees the city is "on stronger footing than we've been in years."
The two Pier commitments join Goldenvoice's inaugural Ocean Way Festival, a two-day concert on Santa Monica Beach scheduled for Saturday, September 26, and Sunday, September 27, headlined by The Killers and Olivia Dean. The city council approved a license agreement with Goldenvoice LLC for that event on April 14.
Together, the deals reflect the city's push to fill its beachfront calendar with ticketed and sponsored experiences. Santa Monica declared fiscal distress in September 2025 and subsequently adopted a Realignment Plan prioritizing public safety, economic rebuilding and fiscal stabilization. Pier visitation is approaching pre-pandemic levels, according to city data.
At the State of the City event, ESPN personality Taylor Bisciotti held meet-and-greets and Fever offered attendees a preview of the holiday market concept. The event activated the Main Street Entertainment Zone and drew local business participation along Main Street between Hollister Avenue and Ocean Park Boulevard.
No additional city approvals appear pending for either Pier project.
