Tens of Thousands Celebrate World Cup Final at COAST 2026 in Downtown Santa Monica
The district transformed into the ultimate pedestrian-friendly World Cup Final fan destination with live match viewing, music, food, and immersive experiences
SANTA MONICA, CA (July 19, 2026) – Downtown Santa Monica welcomed tens of thousands of residents and visitors to celebrate the World Cup Final as COAST 2026 transformed the district into a vibrant, pedestrian-friendly festival. Serving as the grand finale of Santa Monica's six-week World Cup activation series, the free, all-ages event united fans from around the world for a day of soccer, live entertainment, food, culture, wellness, and community.
Spanning from Third Street Promenade and LA Metro Line E across to Ocean Avenue, Colorado Ave., Arizona Ave., and the iconic Santa Monica Pier, COAST 2026 transformed more than a mile of Downtown Santa Monica into one of Southern California's largest open streets festivals. Designed as a pedestrian-focused experience, the event invited guests to stroll freely between immersive fan zones, live entertainment, local restaurants, global cuisine, wellness experiences, and interactive activities while celebrating the conclusion of the World Cup.
"It's been wonderful to see downtown restaurants, retailers, and small businesses bustling with activity as tens of thousands of fans celebrated the FIFA World Cup Final together. Downtown Santa Monica, Inc. is proud to partner with the City of Santa Monica to bring this incredible event to life and create memorable experiences for our community. COAST 2026 demonstrates the power of collaboration and reinforces Downtown Santa Monica and Third Street Promenade as a world-class destination for major events," said Debbie Lee, CEO, Downtown Santa Monica, Inc.
Third Street Promenade came alive with a series of immersive fan experiences, each offering something unique for visitors throughout the day. Fans kicked off the festivities at The Warm Up & Junior Pitch with youth soccer activities, outdoor games, a live DJ, the official FIFA World Cup Pop-Up Store, and a complimentary community yoga class. The Tailgate captured the excitement of match day with World Cup face painting, the Stella Artois Airstream at Barney's Beanery, and a themed photo opportunity. At the heart of the celebration, The Grandstand welcomed thousands of fans to watch the FIFA World Cup Final on a giant outdoor screen while enjoying food vendors and interactive activities. The celebration continued at The Huddle, where live performances from Jam in the Van and the Riff Station created a lively atmosphere alongside Downtown Santa Monica's outdoor dining scene.
Ocean Avenue served as the festival's coastal entertainment district, welcoming visitors with expansive ocean views, a large outdoor World Cup Final watch party, expansive beer gardens, food trucks featuring global flavors, and four live music stages with diverse programming throughout the day. The pedestrian-friendly corridor connected Downtown Santa Monica with the Pier, creating a seamless festival experience where fans could enjoy continuous entertainment, local restaurants with expanded outdoor dining, and one of the largest community celebrations of the summer.
"Today was a glimpse of Santa Monica's future. COAST 2026 brought thousands of people together to celebrate the World Cup Final while showcasing our local businesses, arts, culture, and beautiful public spaces. Events like this strengthen our local economy, bring people together, and demonstrate that Santa Monica is ready to welcome the world as we look ahead to the Super Bowl and the 2028 Olympic and Paralympic Games," said Santa Monica Mayor Caroline Torosis.
About Downtown Santa Monica, Inc.: DTSM, Inc. is a 501(c)3 non-profit organization that works with the City of Santa Monica to promote economic stability, planning, development, growth and community life within Downtown Santa Monica through management and coordination of programs, projects and services designed to benefit the community as a whole, which includes downtown businesses, property owners, residents, and visitors.
It manages the Property-based Business Assessment District bounded by Ocean Avenue to the west, Wilshire Boulevard to the north, Lincoln Boulevard to the east, and the Santa Monica Freeway to the south.