Business
Santa Monica's Third Street Promenade is a retail relic. Can it be saved?
Once Santa’s Monica’s signature destination for shopping and dining, the Third Street Promenade is showing its age.
Its decline has left the promenade’s landlords and city officials trying to counter years of stagnation, public safety concerns and fast-changing retail norms in an attempt to breathe new life into it.
The climb back to commercial viability is steep. Foot traffic at the pedestrian mall that teemed with locals and tourists during its heydey in the 1990s has been thinning for years, dropping by more than a third since 2019. “For rent” signs front a discouraging number of empty stores.
A visitor walks past a shuttered Market Pavilion now surrounded by cyclone fence on the Third Street Promenade.
(Genaro Molina/Los Angeles Times)
The reasons for the Promenade’s troubles are many and layered. While, like many shopping districts and malls, it took a beating during the pandemic as shoppers stayed at home, its economic troubles predate COVID-19.
The Promenade, which has had few improvements since a renovation 35 years ago, was allowed to grow “tired and old,” real estate consultant David Greensfelder said. Its scale also presents challenges, as the mall’s unusually large stores are hard to fill in an era when many big retailers are reducing their footprints.
And issues and perceptions around public safety are also at play.
The Promenade’s reputation took a hit in May 2020 when protests in response to the murder of George Floyd devolved into violence and ransacking of stores. Over 100 businesses, many of them on or near the Promenade, were damaged or destroyed, said Santa Monica Mayor Phil Brock. In the years since, crime trends have been mixed in the city with robbery and shoplifting rates up slightly last year compared to 2022 and declines in several other categories. High-profile robberies in the region and an increase in the number of people living on the street in Santa Monica, meanwhile, have contributed to the sense among some that the Promenade is unsafe.
“We’re not only trying to fight the actual crime that’s occurring because it is, but we’re also trying to rehabilitate this perception of safety in Santa Monica,” said Santa Monica Police Lt. Ericka Aklufi.
A passerby is caught in the reflection of an empty storefront available for rent on the Third Street Promenade in Santa Monica.
(Genaro Molina/Los Angeles Times)
On a recent weekday, “Optimus Crime,” a large mobile police command center that bears a resemblance to a Transformer, was parked at a crosswalk on the Promenade. Nearby, a banner hung over one of the mall’s vacant storefronts proclaiming, “Santa Monica is Not Safe.”
For the record:
7:47 p.m. July 17, 2024An earlier version of this article said that John Alle manages 15,000 square feet of space on the Promenade; some of that space is elsewhere.
John Alle, who co-founded the Santa Monica Coalition about two years ago to bring attention to public safety issues in the city, manages about 15,000 square feet of commercial real estate, including the storefront where the sign hangs.
He claims rampant theft and near constant presence of homeless people forced one of his tenants in the building to leave. And although the sign likely is counter-productive to bringing people to the Promenade, Alle said he hopes the public shaming will prompt tourists and other visitors to demand the city do more to help the Promenade.
He added, “I don’t think it’s going to deter shopping. There’s not much shopping going on there.”
The high-profile success of the promenade in the 1990s also planted the seeds of the current struggle to keep stores occupied, experts said.
Third Street for decades was Santa Monica’s main commercial strip, but by the late 1950s it was laboring to keep up with new regional shopping centers. After a lengthy renovation in 1989, when the mall was renamed as the Third Street Promenade, real estate developer Shaul Kuba and his partners started acquiring troubled properties on the Promenade at a deep discount and set out to find a flashy national tenant that could serve as a bellwether.
Aaron Cohen plays the saxophone on Third Street Promenade earlier this month.
(Zoe Cranfill / Los Angeles Times)
They managed to land a Disney Store, and the match was lit, Kuba said. “That opened the door for a lot of other retailers — J. Crew, Banana Republic, Old Navy.” The Promenade began to thrive after a long stretch as a retail backwater.
But in recent years these “big box” stores have been hurt by competition from online sellers and narrowly-focused specialty retailers.
They have adapted by opening fewer, smaller stores, which is a problem for the Promenade. As tenants have departed, they have left behind uncommonly large spaces because of Third Street’s history as a prime retail venue serving large stores.
“I think every landlord is hoping a big box is coming back, and sometimes they do, but really, across the country retailers are shrinking,” said retail property broker Christine Deschaine of Kennedy Wilson.
Out of necessity, landlords are getting creative in an effort to fill the space and adapt to the changing expectations and habits of consumers, who now rely heavily on online purchasing. Shoppers, said Lars Perner, who teaches clinical marketing at USC’s Marshall School of Business, want a unique experience, an antidote to the big chains that provide mass-produced products.
“The idea that you’re getting something special is what draws crowds,” Perner added.
What was once a JCPenney and later Banana Republic is now a roomy, upmarket John Reed Fitness gym. Pickleball is played at a hybrid clothing retailer, sports club and restaurant Pickle Pop, which occupies 10,000-square-feet that was a former Adidas store. The top floor of a shuttered food court will be transformed into a “golf experience” that may include miniature golf, Deschaine said.
Other large store spaces may be carved into units for smaller tenants, as has been done successfully on nearby 2nd Street, Deschaine said.
Some noteworthy retail tenants are already on the way, she said, including a technology company she declined to name that has agreed to take a prime space at the Broadway entrance to the Promenade. Also generating buzz is the pending arrival on the Promenade of Raising Cane’s Chicken Fingers, a Louisiana fast-casual restaurant chain.
Restocking the Promenade with tenants is a tall order in part because of its overall size, said Devin Klein, a property broker with JLL.
A sign in a Third Street Promenade storefront warns, “Santa Monica is not safe.”
(Dania Maxwell / Los Angeles Times)
The Promenade and Santa Monica Place mall next door have a combined total of more than 1 million square feet, he said, about twice as much as the Grove shopping center in Los Angeles.
At its low point during the pandemic toward the end of 2020 and into 2021, vacancy on the Promenade rose to 30% to 35%, Klein said, and is now between 20% and 25%.
That improvement can be attributed to some property owners accepting that they can’t demand as much rent as they used to get when the market was hotter and landlords came to believe they could charge tenants “Rodeo Drive rents,” said Brock, Santa Monica’s mayor.
He added, “We were never Rodeo Drive.”
“Landlords have really started to play ball with retailers and adjust their rent according to the market,” Klein said, “which has allowed more spaces to to get leased.”
Over the past several years, Santa Monica city officials have tried to make it easier to open and run a business on the Promenade.
It has eased restrictions on the types of operating permits it issues in an effort to reverse a past in which it “micromanaged a little bit and maybe went overboard” on what businesses could set up shop, said David Martin, the city’s Community Development director.
Shopping traffic has long been in decline on the Third Street Promenade.
(Zoe Cranfill / Los Angeles Times)
For example, a quota on how many restaurants are allowed on a city block has been eased and a cumbersome entitlement process that effectively prevented pop-up events has been removed.
“We are trying to make sure that the city process is as clear as possible, as fast as possible, and then leave it to the market to bring in the kinds of businesses that the public is demanding,” Martin said.
For several years, Santa Monica city officials have had a blueprint to dramatically transform the Promenade itself, which hasn’t seen meaningful changes in decades.
A proposal, dubbed Promenade 3.0, was devised in 2019 at the behest of the city and Downtown Santa Monica Inc. a nonprofit that works with the city to manage the downtown area. The plan by architecture firm RIOS would cost about $60 million and is intended to make the Promenade more engaging to visitors so they linger and shop more.
A primary goal would be to stop funneling people through the middle of the street and encourage them to circulate in a loop pattern. Curbs might be eliminated to make it feel less like a closed street. Rooftop restaurants would be encouraged. Additions could include beer gardens, water features, a viewing tower and small pop-up retail stations to incubate new stores.
The proposal was stalled by pandemic-related challenges including plummeting city tax revenue that could have helped fund it, RIOS architect Nate Cormier said.
Martin said that property owners on the Promenade could possibly fund the initiative, but there’s nothing in the works.
“The idea of completely redoing the Promenade like was done in like the ’80s, that’s not currently on the table,” he said.
Nevertheless, the city’s seaside location will continue to make it a draw for visitors and businesses, encouraging recovery of the Promenade, Klein said.
“You can never change the fact that it’s still one of the prettiest areas in the world,” he said. “There’s always going to be some kind of a bounceback when you have this kind of real estate. Let’s face it — you’re a couple blocks from the ocean.”
Business
Commentary: Trump Media’s financial report revives doubts for investors
So much Trump-related news has appeared lately on the airwaves and in web pixels — what with Iran and Epstein and Minnesota and so on — that inevitably a nugget will fall between the cracks.
That seems to have been the fate of the most recent annual financial report of Trump Media and Technology Group, which covered calendar year 2025 and was issued Friday.
Trump Media, which is 52% owned by Donald Trump and trades on Nasdaq with a ticker symbol based on his initials (DJT), is the holding company for Trump’s social media platform, Truth Social.
The value of TMTG’s brand may diminish if the popularity of President Donald J. Trump were to suffer.
— A risk factor disclosed by Trump Media
The annual financial disclosure has garnered minimal press coverage. That’s a pity, because it makes fascinating reading, though not in a good way.
Here are the top and bottom lines from the 10-k annual report: Trump Media lost $712.1 million last year on revenue of about $3.7 million. That’s quite a bit worse than its performance in 2024, when it lost $409 million on revenue of about $3.6 million. The company attributed most of the flood of red ink to “loss from investments,” of which more in a moment.
Truth Social isn’t an especially strong keystone of this operation. The platform is chiefly an outlet for Trump’s social media ramblings and the occasional official White House statements. But no one has to sign in to Truth Social to see them — they’re almost invariably picked up by the news media or reposted by users on other platforms such as X.
That might explain Truth Social’s relatively scrawny user base. The platform is estimated to have about 2 million active users, according to the analytical firm Search Logistics. By comparison, X has about 450 million monthly active users and Facebook has more than 2.9 billion.
It’s no mystery, then, why TMTG disdains “traditional performance metrics like average revenue per user, ad impressions and pricing, or active user accounts, including monthly and daily active users,” according to its annual report.
Relying on those metrics, which are used to judge TMTG’s social media rivals, “might not align with the best interests of TMTG or its stockholders, as it could lead to short-term decision-making at the expense of long-term innovation and value creation.”
Instead, the company says it should be evaluated based on “its commitment to a robust business plan that includes introducing innovative features, new products, new technologies.” But it also acknowledges that, at its heart, TMTG is a proxy for “the reputation and popularity of President Donald J. Trump.” The company warns that “the value of TMTG’s brand may diminish if the popularity of President Donald J. Trump were to suffer.”
How has that played out in real time? Trump Media notched its highest closing price as a public company, $66.22, on March 27, 2024, the day after its initial public offering. In midday trading Monday, the shares were quoted at $11.08, for a loss of 83% since the IPO.
One can’t quibble with stock market price quotes; nor can one finagle annual profit and loss statements, at least not without receiving questions, and perhaps lawsuit complaints, from attentive investors and the Securities and Exchange Commission.
In recent months, TMTG has engaged in a number of baroque financial transactions.
In May, the company announced that it was planning to raise $3.5 billion from institutions to invest in bitcoin, with the money to come from issues of common and preferred shares. The goal was to climb onto the cryptocurrency train, which Trump himself was fueling by, among other things, issuing an executive order promoting the expansion of crypto in the U.S. and denigrating enforcement efforts by the Biden administration as reflecting a “war on cryptocurrency.”
Under Trump, federal regulators have dropped numerous investigations related to cryptocurrencies. Trump has also talked about creating a government crypto strategic reserve, which would entail large government purchases of bitcoin and other cryptocurrencies; a March 3 announcement on that subject briefly sent bitcoin prices soaring by nearly 20%, though they promptly fell back.
Then there’s TMTG’s relationship with Crypto.com, a Singapore-based crypto “service provider” best known to Angelenos unfamiliar with the crypto world as the firm with naming rights to the Los Angeles arena that hosts the NBA Lakers and Clippers, WNBA Sparks and NHL Kings.
In August, Crypto.com and TMTG announced a deal in which TMTG would pursue a crypto treasury strategy consisting mostly of Cronos tokens, a cryptocurrency sponsored by Crypto.com. The initial infusion would consist of 6.4 billion Cronos valued at $1 billion, or about 15.8 cents per Cronos.
As of Dec. 31, TMTG said in its 10-K, it owned 756.1 million Cronos, acquired at a cost of about $114 million, or 15 cents each. By year’s end, they were worth only about nine cents each, for a paper loss of about $46 million. In trading this week, Cronos was quoted at about 7.6 cents, producing a paper loss for TMTG of about $56.5 million, or roughly half the investment.
The financial maneuvering involved in this trade is a little dizzying. The initial transaction was a 50% stock, 50% cash trade in which Crypto.com bought $50 million in TMTG stock and TMTG bought $105 million in Cronos. Who gained in this deal? It’s almost impossible to say.
Crypto.com did gain, if not purely in cash, then arguably through the Trump administration’s good graces.
On March 27, the SEC formally closed an investigation of the company that it had launched during the Biden administration, when the agency was headed by a known crypto skeptic, Gary Gensler. Trump appointed a crypto-friendly regulator, Paul Atkins, as Gensler’s successor.
It’s reasonable to note that as a business model, crypto treasuries have been in vogue over the last year or so, allowing investors to play the crypto market without all the complexities of actually buying and holding the digital assets by buying shares in treasury companies.
I asked Crypto.com whether the steady decline in Cronos’ price suggested that the hookup with TMTG wasn’t bearing fruit. “The fluctuation in value during this time period is consistent with the entire crypto market, which is typical in a bear market,” company spokeswoman Victoria Davis told me by email.
Davis also asserted that the SEC’s investigation of the company had been closed by Gensler, “not the current administration” (i.e., Trump). That’s misleading, at best. Gensler put the investigation on hold after the 2024 election, when it became clear that Trump was going to be in charge.
Crypto.com’s March 27 announcement of the formal end of the case attributed the action to “the current SEC leadership” and blamed the case on “the previous administration.” I asked Davis to explain the discrepancy but got no reply.
TMTG, like Crypto.com, attributed the decline in Cronos’ value to the secular bear market raging in the entire cryptocurrency space, a reflection of “temporary price swings across the crypto market,” said TMTG spokeswoman Shannon Devine. She said the price decline “will not diminish our enthusiasm for the enormous potential of the [CRONOS] ecosystem.”
Trump’s coziness with crypto companies hasn’t gone unnoticed by Democrats on the House Judiciary Committee, who issued a scathing report on the topic in November. (The White House scoffed at the report, saying in response to the report that Trump “only acts in the best interests of the American public.”)
In mid-December, TMTG launched yet another remaking — this time, plunging into the business of fusion power. The instrument is TAE Technologies, a Foothill Ranch-based company working to develop the technology of nuclear fusion as a clean energy source. According to a Dec. 18 announcement, TMTG and TAE will merge, creating what they say is a $6-billion company.
According to the announcement, TMTG will contribute $200 million to the merged company when the deal closes in mid-2026, and an additional $100 million subsequently. Following the merger, TMTG said last month, it will consider spinning off Truth Social into a new publicly traded company.
These arrangements are murky. TAE is privately held and the value of Truth Social is conjectural at best, so TMTG shareholders could be hard-pressed to assess their gains or losses from the merger and spin-off.
What makes them even murkier is the speculative nature of fusion as an electrical power source. Although numerous companies have leaped into the field — and TAE, which has been backed by Alphabet, the parent of Google, is among the oldest — none has shown the capability of generating electrical power at commercial scale with the elusive technology.
Although some researchers say that fusion could become a technically and economically feasible power source within 10 years, only in 2022 did fusion researchers (at Lawrence Livermore National Laboratory) achieve the goal of using fusion to produce more energy than is required to sustain a reaction. They were able to do so only for less than a billionth of a second.
Others working on the technology have expressed doubts that fusion could become a viable power source before the 2040s. The technical challenges, including how to convert the energy produced by a fusion reactor into electricity, remain daunting.
All this points to the fundamental question of what TMTG is supposed to be. TMTG’s original mission, according to its own publicity statements, was to build Truth Social into an alternative social media platform “to end Big Tech’s assault on free speech by opening up the Internet.”
Spinning off Truth Social would place that goal on the side. TMTG is on its way too becoming a hodgepodge of crypto, fusion and other investments selected without regard to whether they fit together or are even achievable. The only constant is Trump himself.
If you want to invest in him, TMTG may be the best way to do it. But judging from its latest financial disclosure, that’s not the same as being a good way to do it.
Business
California gas is pricey already. The Iran war could cost you even more
The U.S. attack on Iran is expected to have an unwelcome impact on California drivers — a jump in gas prices that could be felt at the pump in a week or two.
The outbreak of war in the Middle East, which virtually closed a key Persian Gulf shipping lane, spiked the price of a barrel of Brent crude oil by as much as $10, with prices rising as high as $82.37 on Monday before settling down.
The price of the international standard dictates what motorists pay for gas globally, including in California, with every dollar increase translating to 2.5 cents at the pump, said Severin Borenstein, faculty director of the Energy Institute at UC Berkeley’s Haas School of Business.
That would mean drivers could pay at least 20 cents more per gallon, though how much damage the conflict will do to wallets remains to be seen.
“The real issue though is the oil markets are just guessing right now at what is going to happen. It’s a time of extreme volatility,” Borenstein said. “We don’t know whether the war will widen or end quickly, and all of those things will drive the price of crude.”
President Trump has lauded the reduction of nationwide gas prices as a validation of his economic agenda despite worries about a weak job market and concerns of persistent inflation.
The upheaval in the Middle East could be more acutely felt in the state.
Californians already pay far more for gas than the rest of the country, with the average cost of a gallon of regular at $4.66, up 3 cents from a week ago and 30 cents from a month ago, according to AAA. The current nationwide average is about $3 per gallon.
The disruption in international crude markets also comes as refiners are switching to producing California’s summer-blend gas, which is less volatile during the state’s hot summers. The switch can drive up the price of a gallon of gas at least 15 cents.
The prices in California are largely driven by higher taxes and a cleaner, less polluting blend required year-round by regulators to combat pollution — and it’s long been a hot-button issue.
The politics were only exacerbated by recent refinery closures, including the Phillips 66 refinery in Wilmington in October and the idling and planned closure of the Valero refinery in Benicia, Calif., which reduced refining capacity in the state by about 18%.
California also has seen a steady reduction in its crude oil production, making it more reliant on international imports of oil and gasoline.
In 2024, only 23.3% of the crude oil refined in the state was pumped in California, with 13% from Alaska and 63% from elsewhere in the world, including about 30% from the Middle East, said Jim Stanley, a spokesperson for the Western States Petroleum Assn.
“We could see a supply crunch and real price volatility” if the Middle East supply is interrupted, he said.
The Strait of Hormuz in the Persian Gulf, through which about 20% of the world’s oil passes, was virtually closed Monday, according to reports. Though it produces only about 3% of global oil, Iran has considerable sway over energy markets because it controls the strait.
Also, in response to the U.S. attack, Iran has fired a barrage of missiles at neighboring Persian Gulf states. Saudi Arabia said it intercepted Iranian drones targeting one of its refinery complexes.
California Republicans and the California Fuels & Convenience Alliance, a trade group representing fuel marketers, gas station owners and others, have blamed Gov. Gavin Newsom’s policies for driving up the price of gas.
A landmark climate change law calls for California to become carbon neutral by 2045, and Newsom told regulators in 2021 to stop issuing fracking permits and to phase out oil extraction by 2045. He also signed a bill allowing local governments to block construction of oil and gas wells.
However, last year Newsom changed his stance and signed a bill that will allow up to 2,000 new oil wells per year through 2036 in Kern County despite legal challenges by environmental groups. The county produces about three-fourths of the state’s crude oil.
Borenstein said he didn’t expect that the new state oil production would do much to lower gas prices because it is only marginally cheaper than oil imported by ocean tankers.
Stanley said the aim of the law was to support the Kern County oil industry, which was facing pipeline closures without additional supplies to ship to state refineries.
Statewide, the industry supports more than 535,000 jobs, $166 billion in economic activity and $48 billion in local and state taxes, according to a report last year by the Los Angeles County Economic Development Corp.
Bloomberg News and the Associated Press contributed to this report.
Business
Block to cut more than 4,000 jobs amid AI disruption of the workplace
Fintech company Block said Thursday that it’s cutting more than 4,000 workers or nearly half of its workforce as artificial intelligence disrupts the way people work.
The Oakland parent company of payment services Square and Cash App saw its stock surge by more than 23% in after-hours trading after making the layoff announcement.
Jack Dorsey, the co-founder and head of Block, said in a post on social media site X that the company didn’t make the decision because the company is in financial trouble.
“We’re already seeing that the intelligence tools we’re creating and using, paired with smaller and flatter teams, are enabling a new way of working which fundamentally changes what it means to build and run a company,” he said.
Block is the latest tech company to announce massive cuts as employers push workers to use more AI tools to do more with fewer people. Amazon in January said it was laying off 16,000 people as part of effort to remove layers within the company.
Block has laid off workers in previous years. In 2025, Block said it planned to slash 931 jobs, or 8% of its workforce, citing performance and strategic issues but Dorsey said at the time that the company wasn’t trying to replace workers with AI.
As tech companies embrace AI tools that can code, generate text and do other tasks, worker anxiety about whether their jobs will be automated have heightened.
In his note to employees Dorsey said that he was weighing whether to make cuts gradually throughout months or years but chose to act immediately.
“Repeated rounds of cuts are destructive to morale, to focus, and to the trust that customers and shareholders place in our ability to lead,” he told workers. “I’d rather take a hard, clear action now and build from a position we believe in than manage a slow reduction of people toward the same outcome.”
Dorsey is also the co-founder of Twitter, which was later renamed to X after billionaire Elon Musk purchased the company in 2022.
As of December, Block had 10,205 full-time employees globally, according to the company’s annual report. The company said it plans to reduce its workforce by the end of the second quarter of fiscal year 2026.
The company’s gross profit in 2025 reached more than $10 billion, up 17% compared to the previous year.
Dorsey said he plans to address employees in a live video session and noted that their emails and Slack will remain open until Thursday evening so they can say goodbye to colleagues.
“I know doing it this way might feel awkward,” he said. “I’d rather it feel awkward and human than efficient and cold.”
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