The city of Santa Monica plans to designate the Third street Promenade as an open container area. The goal is to attract more visitors, but some business owners are concerned it’ll do the opposite. The city hopes this new initiative will revitalize the Third Street Promenade and make it a destination for tourists and people who live in the area.

The Santa Monica City Council has approved a new proposal allowing people to drink alcoholic drinks on the Third Street Promenade.

The three-block shopping strip could become a new Bourbon Street if early morning to late at night outdoor drinking is allowed.