On November 11, 2026, the Montana Avenue Merchants Association discussed holiday shopping events, preparations for the Holiday Walk and ways to connect local businesses with customers. Attendees also heard presentations about a neighborhood loyalty program and a new Santa Monica magazine.
Holiday shopping and the Holiday Walk
The Orange Balloon Sale and Small Business Saturday were discussed as a two-day shopping event on November 28 and 29. Attendees talked about promoting participating merchants and collecting details of their offers for social media.
The Holiday Walk was described as an all-day event on Saturday, December 5, with Montana Avenue remaining open to traffic. Plans discussed included children’s activities, school performances, a flag ceremony and a tree lighting. Organizers described a noon-to-7 p.m. event window, with individual activities taking place at different times.
Merchants were encouraged to consider hosting pop-ups or other activities in their stores. Attendees also discussed how merchants could share details for promotion, including through the website’s merchant form.
Safety remained an open question, particularly around crossings and the tree lighting while traffic continues. Attendees discussed possible crossing assistance and contacting police about options; no final arrangement was stated.
The meeting heard a motion to allocate up to $10,000 for holiday activities, followed by an announcement that it passed. Participants also said outside funding would continue to be sought.
A possible neighborhood loyalty program
Representatives of the Insider Pass presented a program operating in Venice that connects participating businesses with residents through recurring perks. They described a free basic partnership for merchants and a paid pass for residents, while noting that additional merchant services were being developed.
Attendees asked how staff would learn about offers and how a program might work across Venice and Santa Monica. The presenters described training materials and in-store displays, and said they wanted to work with local partners on any approach for Santa Monica.
Participants discussed several possible ways to introduce or structure a program for Montana Avenue, but the discussion did not establish a launch plan or an association decision to adopt it. Merchant communication and the program’s local structure remained questions for further discussion.
Medical office outreach and local publications
An update on the medical office appreciation program described visits to nearby medical offices to distribute flyers. The visitors reported interest in the program and feedback that more participating businesses would be welcome. A later update to invite more participants was suggested, but not set as a decision.
The founders of a newly launched Santa Monica magazine also introduced their print publication. They said it is free to readers, intended to appear quarterly and supported by local advertising. Attendees discussed potential distribution locations and opportunities for local contributors.
What happens next
Holiday event promotion and safety arrangements still needed work after the meeting. Merchants planning a Holiday Walk activity were encouraged to share its details so it could be considered for promotion.
