Just steps away from the sandy shores, Santa Monica’s iconic shopping hub once thrived with energy—street performers captivated audiences, tourists captured memories through their lenses, and bustling shoppers filled the stores until late at night.

Securing a retail lease in this vibrant area was once a rare and coveted opportunity.

However, today, the ambiance along the Third Street Promenade is markedly different, according to visitors.

Many store windows are dark, pedestrian traffic has noticeably decreased, and locals remark that the previously lively area now has stretches that feel unsettlingly quiet, as homelessness and crime appear to be on the rise.

On social media, both tourists and residents have begun expressing their astonishment at the noticeable transformation. One Reddit user likened the promenade to a ‘ghost town.’

A longtime Santa Monica resident shared their observations, noting the significant changes that have taken place in the area.

‘So many stores are shuttered, foot traffic feels lighter – even on weekends – and there’s this weird energy, like it’s stuck in limbo between being a tourist spot and a local ghost town,’ the user wrote.

‘I remember when it used to be a lively place for shopping, street performers, late-night food and just good vibes overall. Now it feels like more people walk through than actually stop and enjoy it.’ 

Just a stone’s throw from the beach, Santa Monica’s famous shopping strip once pulsed with life – street performers drawing crowds, tourists snapping photos, and shoppers spilling in and out of packed stores late into the evening

Just a stone’s throw from the beach, Santa Monica’s famous shopping strip once pulsed with life. But today, visitors say the mood along the Third Street Promenade feels very different

Online, tourists and residents alike have begun sharing their surprise at the dramatic shift. One Reddit user described the promenade as feeling more like a ‘ghost town’

The perception isn’t entirely anecdotal. 

Local officials and business groups have acknowledged that foot traffic in the area has declined sharply since the pandemic.

According to Santa Monica Travel & Tourism, visitor numbers and pedestrian traffic in the downtown district dropped significantly during the COVID era and have been slow to recover compared with pre-2020 levels.

An estimated 4.2 million visitors traveled to Santa Monica in 2024, a 9 percent decrease from the 4.6 million visitors in the year previous, according to one report. 

Retail analysts say the combination of remote work, changing shopping habits and the rise of online retail has hit urban shopping corridors particularly hard, with numbers continuing to decline.

Retail analyst Neil Saunders of GlobalData told the Daily Mail: ‘Some malls are suffering because patterns of demand have changed. It is hard to turn things around.’

At the same time, commercial rents and operating costs remain high, making it difficult for smaller businesses to survive. 

Along with independent outlets, several major retailers have also left the area in recent years, contributing to empty storefronts along the Third Street Promenade. 

The perception isn’t entirely anecdotal. Local officials and business groups have acknowledged that foot traffic in the area has declined sharply since the pandemic

Retail analysts say the combination of remote work, changing shopping habits and the rise of online retail has hit urban shopping corridors particularly hard

Some residents also point to broader social challenges. 

Homelessness in Santa Monica has risen in recent years, with the number of people living rough increasing by about 15 percent between 2022 and 2023.

Local media have also reported a slight uptick in crime around the Third Street Promenade. 

In 2024, serious offenses – known as Part I crimes and including robbery, burglary and aggravated assault – rose by about two percent, while lower-level offenses such as drug violations, disorderly conduct and vandalism increased by five percent.

Police responded to 8,874 calls in the area and made 256 arrests, with roughly 70 percent involving homeless individuals, according to reports.

Locals say another reason they visit less often is the rising cost of eating and shopping in the area.

Santa Monica has long been one of the most expensive coastal cities in California – the cost of living there is roughly 150 percent higher than the national average – and menu prices at restaurants along the Promenade have climbed sharply in recent years amid inflation and higher labor costs.

For some residents, that has made a casual outing feel out of reach.

City leaders are also working to breathe new life into the area through a revitalization plan with a budget roughly in the region of $60 million

Officials hope the upgrades will help tackle ongoing challenges – including homelessness concerns and safety perceptions – to provide a ‘vibrant atmosphere’ before the 2028 Olympics

One Reddit user who said they had lived in the area most of their life admitted they haven’t visited the Promenade since before the pandemic. ‘There’s just no reason to go,’ they wrote. 

‘I’m not into chain stores really – what’s left of them anyway – can’t afford most of the restaurants, and just don’t want to hassle with the mentally unstable types. There’s no longer anything there for me.’

They added that when they need something from a major retailer, they now head to nearby malls instead.

‘On the rare occasion when I need a chain store item, I’ll go to Westfield Century City since everything I need is all in one easily accessible place.’

The influx of chain stores – along with the closure of quirky independent shops and beloved local spots – was another reason the commenter gave for the Promenade losing its appeal.

‘All the good bookstores are gone,’ they wrote.

Despite the concerns, the Third Street Promenade continues to attract visitors from around the world.

City leaders are also working to breathe new life into the area through a revitalization plan with a budget roughly in the region of $60 million, aimed at reversing high vacancy rates and declining foot traffic.

Third Street Promenade is just a short walk away from the infamous Santa Monica Pier

The Santa Monica shopping mall is pictured here at nighttime 

The strategy focuses on transforming the traditionally retail-heavy corridor into a mixed-use destination, with ideas including rooftop dining, pop-up retail spaces and improvements designed to make the area more pedestrian-friendly.

Retail expert Saunders told this website that ‘the start point must be reversing the spiral of decline.’

He added: ‘That means making an area feel safe and then trying new things like markets for creators and crafters or special events. 

‘If this can’t be done, then redevelopment is sometimes a possibility – especially for mixed use developments that have a mix of retail, office and residential.’

Officials hope the planned upgrades will help tackle ongoing challenges – including homelessness concerns and safety perceptions – to provide a ‘vibrant atmosphere’ before the 2028 Olympics.