Downtown Data

Third Street Promenade Pedestrian Activity:


Pedestrian activity is a key indicator of the vitality downtown. DTSM counts pedestrian traffic through a network of motion sensors positioned at key points around the Third Street Promenade. With these counts, we are able to estimate the total volume of pedestrian activity in this area. 


The graphic below provides a snapshot of recent pedestrian activity. The bars on the left show daily counts for the past four weeks, as well as a weekly total and how the week compares to the same week of the prior year. The line graph on the right drills down into last week to show hourly behavior. Note the consistent peak around 5pm. Saturday and Sunday, shown in darker blue, consistently report higher pedestrian counts.

 

 

No Personally Identifiable Information (PII) or imagery is recorded. For questions or to be notified of updates to data at Downtown Santa Monica, please contact data@downtownsm.com

 

 

Geography
DISTRICT MAP

Downtown Santa Monica is bounded by the 10 Fwy to the south, Wilshire Blvd. to the north, Ocean Ave. to the west, and Lincoln Blvd. to the east. The district is divided into 5 benefit zones. Property owners are assessed annually based on the zone in which their property is located.

COVID-19 Recovery
DTSM Covid-19 Recovery

*Covid-19 recovery data refers to an analysis of foot traffic in the 90401 zip code conducted by Placer.ai.

Breakdown of Tourists During Covid-19
Breakdown of Tourists During Covid-19
Retail Chains Foot Traffic Recovery by Category (September 2021)
Retail Chains Foot Traffic Recovery by Category (September 2021)
Visitors
Downtown Santa Monica Visitors

(October 2020-September 2021)

5.73M Visitors     18.14M Visits     1.71M Monthly Visitors     3.17 Average Visits a Customer

DTSM Quick Facts
43%
Visitors are traveling from home
15%
Visitors make over 200k in household income
31%
Visitors are Millenials
34
Median age of visitors

*Quick Facts data is based on DTSM's trade area (defined as the census blocks in which our most frequent
visitors live). These are not directly attributed to actual visitors, but to the likely visitors based on the trade area.

Third Street Promenade Visitors

(October 2020-September 2021)

2.16M Customers     3.92M Visits     351.2K Monthly Visitors     1.82 Average Visits a Customer

Third Street Promenade Visitors Quick Facts
28%
Visitors are traveling from home
15%
Visitors make over 200k in household income
31%
Visitors are Millenials
34
Median age of visitors
Visitors by Block: A Year Over Year Comparison of the Promenade

*Promenade block data utilizes a network of Springboard motion sensors to generate a count of pedestrians on the Promenade.

1200 BLOCK
1200 BLOCK
1300 BLOCK
1300 BLOCK
1400 BLOCK
1400 BLOCK
Demographics
DOWNTOWN SANTA MONICA VISITOR PROFILE (2021)
VISITOR ORIGIN (2019)
group-visitorprof-origin_76287_26218.svg
VISITOR ORIGIN AGE
group-visitorprof-age_76221_26262.svg
VISITOR ORIGIN US, OUTSIDE LA COUNTY
group-visitorprof-outsidela_76359_26286.svg
VISITOR ORIGIN INCOME
group-visitorprof-income_76259_26305.svg
SPEND BY BUSINESS TYPE
group-669_07837_27206.svg 31% Restaurants
group-670_15981_27061.svg 20% Apparel
group-831_31669_27087.svg 15% Department Stores
group-902_07587_27525.svg 11% Hotels
group-915_07523_27601.svg 7% Specialty
group-674_16051_26963.svg 6% Sports
group-676_16028_26989.svg 5% Computers
group-675_16009_27015.svg 4% Fast Food
TOP INDUSTRY SEGMENTS
group-833_07816_27242.svg

HOSPITALITY & FOOD SERVICE

16%

3,787 Employees

Over 3,500 Downtown employees work in hospitality and food services, assisting the millions of visitors and tourists who shop, dine and stay in DTSM each year.

group-834_07693_27275.svg

"SILICON BEACH"

34%

8,117 Employees

Over a third of DTSM workers are in professional scientific, technical, information services or ats & entertainment sectors that make up the dynamic and growing Silicon Beach.

group-836_07674_27302.svg

RETAIL

11%

2,603 Employees

As an international shopping
destination, Downtown's third largest industry is retail.

23,670
TOTAL EMPLOYEES
WAGE BREAK DOWN
group-936_07460_27679.svg

$646,663,872

TOTAL ANNUAL WAGES, ALL INDUSTRIES

TOP EMPLOYERS & NUMBER OF EMPLOYEES
350
PatientPop Inc.
212
Cheesecake Factory Restaurant
212
Macerich Company, The
200
Fair
200
Good Rx Inc.
187
ZipRecruiter Inc.
165
Wilshire Associates, Inc.
155
Guggenheim Partners Asset Management Inc.
148
Apple Inc.
130
True Food Kitchen
125
Sand and Sea Inc. (Shore Hotel, Oceanview Hotel)
118
Bloomingdales
118
Douglas Emmett Management LLC
109
Dimensional Fund Advisors
105
The Misfit
100
Fairmont Miramar Hotel
DOWNTOWN SANTA MONICA RESIDENT PROFILE
group-23_06782_92305.svg

4,922

POPULATION (EST.)

3,096

HOUSEHOLDS (EST.)

couple-white_70314_26571.svg

39.7

MEDIAN AGE

AGE DISTRIBUTION
group-age_11991_91901.svg
SEX
group-sex_07714_91944.svg
RACE
group-race_11396_91981.svg
OWN VS. RENT
group-1044_39114_92014.svg
VEHICLES
group-1045_39128_92035.svg
MARITAL STATUS
group-1046_39140_92067.svg
INCOME DISTRIBUTION
group-income_11865_92086.svg
EDUCATION
group-1048_39174_92106.svg
*SOURCE: ESRI, AMERICAN COMM. SURVEY
dollar-sign_71712_26632.svg

$131,560

AVG. HOUSEHOLD INCOME

dollar-sign_71712_26632.svg

$97,540

MEDIAN HOUSEHOLD INCOME

Parking
THIRD STREET PROMENADE PEDESTRIAN IMPRESSIONS*
MONTHLY PEDESTRIAN IMPRESSIONS (3-BLOCK AVG.)
group-662_23965_11006.svg
24,085
AVG. WEEKDAY PEDESTRIAN IMPRESSIONS (2018)
35,349
AVG. WEEKEND PEDESTRIAN IMPRESSIONS (2018)
49,048
AVG. PEDESTRIAN IMPRESSIONS ON HIGHEST DAY (BLACK FRIDAY 11/23/18)
9,946,567
TOTAL PEDESTRIAN IMPRESSIONS (2018)
DOWNTOWN SANTA MONICA PARKING SUMMARY
6,149
PUBLIC PARKING STRUCTURE CAPACITY
(11 STRUCTURES)
36%
AVG. DAILY PEAK OCCUPANCY (2021)
PARKING STRUCTURE AVG. DAILY PEAK OCCUPANCY (January-September 2021)

*SOURCE: CITY OF SANTA MONICA, PARKING OPERATIONS.

Real Estate
Downtown Santa Monica Real Estate
chose-santa-monica-retail_59833_11249.png
Hospitality
HOSPITALITY HISTORY
DOWNTOWN SANTA MONICA
hospitality-website-updated_17228_11330.png
Retail
DOWNTOWN SANTA MONICA SALES REVENUE
retail-website-chart_86741_11480.png
DOWNTOWN SANTA MONICA RETAIL MIX
group-895_07636_27381.svg 32% Retail (209)
group-897_07602_27446.svg 25% Dining (164)
group-31_06742_11648.svg 13% Services (87)
group-914_07540_27576.svg 14% Health & Fitness (88)
group-896_07621_27421.svg 6% Beauty (40)
group-903_07562_27551.svg 3% Travel (21)
group-902_07587_27525.svg 3% Organizations (20)
group-915_07523_27601.svg 3% Art & Entertainment (19)
*SOURCE: CITY OF SM

Contact DTSM with questions regarding methodology and data sources