Meeting recap · July 8, 2026
Summer updates and merchant visibility
On July 8, 2026, the Montana Avenue Merchants Association discussed summer activity on the street, preparations for upcoming events, and ways to help businesses connect with visitors and neighbors.
Representatives shared an update on Santa Monica tourism and encouraged Montana Avenue businesses to review and update their listings, submit summer events for the community calendar, and share new photography when available. The group also heard that summer hotel activity had been strong, while the later summer and fall outlook remained an area of focus.
The association’s social media team reported strong recent engagement, including increased impressions, interactions, followers, and visits to the Montana Avenue Instagram page. Members discussed the value of using a mix of short videos, photos, and carousel posts to highlight individual businesses and keep content varied.
Street maintenance and public events
Sidewalk cleaning was expected to take place the following Monday, with members preparing to share locations that might need extra attention. The group also discussed requesting a future sidewalk power washing ahead of the October Art Walk, though that timing remained a request rather than a confirmed schedule.
Montana Avenue was set to have a presence at the City’s State of the City event on July 23. Board members discussed using the table to promote the Art Walk and considered an interactive, sustainability-conscious activity for visitors.
Merchants also discussed upcoming programming connected to the City’s entertainment zone. A training session was proposed for September 15 for businesses interested in participating during the October Art Walk. The discussion noted that a business representative who completes the training could share the information with staff, and that an online Alcoholic Beverage Control training may be available as an alternative. Final details were still being developed.
Looking ahead to Dog Days and Art Walk
Planning continued for Dog Days on Montana Avenue, scheduled for Saturday, August 22. Early ideas included pet-focused vendors, adoption partners, pet portraits, puppy yoga, games, and raffle prizes. Members agreed that a raffle approach would be more suitable than a silent auction for smaller donated items, while details about pricing and participation were still being worked out.
Art Walk planning was also underway, with a focus on sponsorships, programming, and event design. The association discussed how the entertainment zone may change the format of food and beverage activations. No final event layout or sponsorship plan was announced.
Holiday Walk and merchant outreach
The board began a detailed conversation about the 2026 Holiday Walk. Members weighed whether the event should take place on a Friday or Saturday, whether Montana Avenue should remain open to traffic, and how to maintain a welcoming community atmosphere while supporting retail activity. A motion was made to hold the event on the first Saturday of December, but the transcript does not clearly record a vote or final decision.
The group also revisited an idea to promote Montana Avenue businesses to nearby Wilshire medical offices. Before outreach begins, merchants would need to identify offers they are willing to provide. An email to merchants was proposed as a first step.
What happens next
The association planned to continue outreach for Dog Days, Art Walk sponsorships, and future merchant participation opportunities. The next meeting was announced for August 12 and was described as the annual meeting, with a discussion planned around board participation and open roles.
