Santa Monica residents will get discounted or free admission to a 75-day Alpine holiday market coming to the Pier's wooden parking deck this winter, after the City Council unanimously approved a license agreement with Swiss Xmas Inc. on Wednesday, June 24.

The Swiss Winter Village will run from Monday, November 2, 2026, through January 15, 2027, open seven days a week from noon to 11 p.m. On New Year's Eve, hours extend to 1:30 a.m.

Under the deal, the city will receive at least $320,200 or 8 percent of net ticketing revenue, whichever is greater. General admission tickets will cost approximately $15, according to the city staff report. Organizers project 250,000 to 400,000 visitors over the run.

Senior center residents will receive free or discounted rates and enhanced seating, per the staff report.

The village will feature live performances, local artisan markets, cultural programming, and continuous holiday music. Local artists, craftspeople, and food and beverage vendors will be "prioritized" and "spotlighted throughout the holiday fair," city staff wrote.

The Council also approved targeted waivers of the Municipal Code, including noise and construction provisions. Staff said the event's live music and extended hours required a temporary noise waiver to operate as planned.

The market is one of several major events Santa Monica is staging ahead of the 2028 Summer Olympics. The Council has already approved a World Cup fan festival at the Pier, a Goldenvoice music festival on Santa Monica Beach in September 2026, and a Nations Village at Crescent Bay Park during the LA28 Games. The city's $908.8 million budget for fiscal year 2026–27 includes funding for Olympics-related event preparation.

City Manager Oliver C. Chi oversees the event agreements.

The village opens November 2. Ticket sale dates and vendor application deadlines have not been announced.