Santa Monica Pier to Host Swiss Winter Village This Holiday Season
The iconic Southern California pier will transform into a European-style holiday market featuring Alpine treats, ice skating, and festive crafts.
Santa Monica is trading its beachy vibes for Alpine charm as the city's iconic pier is set to host a Swiss-inspired winter village from November 27 through January 3. The holiday market will feature over 100 wooden chalets offering traditional Swiss foods such as fondue and raclette, along with other festive seasonal fare.
In addition to culinary offerings, visitors can enjoy a faux ice-skating rink, participate in holiday crafts, and take photos with Santa Claus against a European-themed backdrop. Reservations for Santa photos will open soon.
The event is scheduled to run daily from noon to 11 p.m., with extended hours until 1:30 a.m. on New Year's Eve. General admission tickets are priced at approximately $15.
The Santa Monica City Council unanimously approved a deal with Swiss Xmas Inc. in June to bring the "Swiss Winter Village" to the pier's parking deck. The agreement guarantees the city a minimum payout of $320,200 or 8% of net ticket revenue, whichever is greater. Organizers anticipate between 250,000 and 400,000 attendees.
To facilitate the event's setup, the council utilized its Major Special Events framework, waiving standard restrictions on noise, signage, and construction hours. Operators have committed to directing sound systems inward to minimize disruption to neighboring pier vendors.
The "Swiss Winter Village" will include special provisions for the local community. Approximately 1,000 free tickets are allocated for nonprofit organizations, underserved youth, and foster families. Residents with a Santa Monica zip code will have access to exclusive discount windows, and seniors will receive early access to avoid crowds. A weighted application system will prioritize local businesses for booth opportunities and discounts.
This holiday event coincides with broader changes at the pier. The city council also extended the operating agreement with the Santa Monica Pier Corporation by one year, through June 2027, as city officials reassess management and revenue generation strategies for seaside events.
