With just days until the Ram’s make a historic kick off at Los Angeles’s SoFi Stadium, the football spirit has infused the streets of the Santa Monica with many events and much preparation underway.
Large crowds are expected in the city this weekend as visiting fans fill up hotels and patronize Santa Monica’s restaurants and businesses alongside celebrating residents.
Over at the Pier staff have been hard at work getting the iconic tourist attraction into tip top shape to host the official Pregame Show. The decks are being scrubbed down and paint given a fresh lick before NBC sportscaster Maria Taylor and former NFL quarterback Chris Simms arrive for the live broadcast.
“Everything right now feels brand new, and the timing of Super Bowl Week could not be better. The Pier looks and feels fresh, our visitors are all smiling, and there is an air of optimism and excitement that I think everyone has been hungry for,” said Jim Harris, Executive Director of the Pier Corporation.
On game day the public will still have full access to the Pier and are welcome to dine and watch the game at several of the Pier’s restaurants.
Super Bowl celebrations begin Downtown on Feb. 10 with a special “Tailgate Tour Super Week” organized by the Los Angeles Rams, Los Angeles Chargers, Fox Sports Radio, IHeartmedia and KTLA Channel 5. The festivities will run from noon to 10 p.m. Thursday through Saturday and take place on the 1300 and 1400 blocks of the Promenade. There will be interactive sports games, live broadcasts with sportscasters and former NFL stars, DJ’s, free drinks and snacks, and Rams and Chargers giveaway items.
On at 2:30 p.m. on Friday, the Off The Field NFL Wives Association is hosting its annual charity fundraiser at Santa Monica Place and from 12 p.m. to 8 p.m. on Saturday and Sunday, Gillette is hosting a pop-up roller-skating rink at 129 Santa Monica Blvd.
The combined excitement of the biggest annual sporting event taking place in Los Angeles and a hometown team participating is expected to bring a boom in business to restaurants and hotels.
Many restaurants are running Super Bowl specials for people to dine in and watch the game as well as catering packages for hosting at home.
“We are seeing a large number of takeout orders for the Super Bowl,” said Birdie G’s General Manager Brian Jacobs. “We’re also 100% seeing an uptick for the weekend. We’re at 274 for Saturday, which is a number I haven’t seen in a long time because of last-minute reservations during the pandemic, especially this early in the week. Friday is over 200 already as well, so it’s looking like it’s going to be a fun one!”
Birdie G’s is offering a $99 “Super Smorgasbird” featuring pickle fried chicken, mac and cheese kugel, Caesar salad and chocolate chip cookies. To-go game day specials are also running at Tallula’s, Esters Wine Shop & Bar, Stella Barra, Sweet Lady Jane Bakery, Sweet Rose Creamery and SOCALO.
Many establishments are hosting viewing parties and dine-in specials. The Victorian is planning a three level Super Bowl party with over 20 televisions, the Fairmont Miramar Hotel & Bungalows is running a viewing in their Lobby Lounge and the Viceroy is renting out poolside cabanas with private televisions. Hotels including the Oceana, Palihouse and Viceroy are all offering Super Bowl weekend deals to entice visitors who are coming into town for the game.
“The game has garnered a lot of positive interest in Santa Monica and robust hotel and restaurant reservations reflect that excitement,” said Misti Kerns, President/CEO of Santa Monica Travel & Tourism. “Staying in Santa Monica as a home base is a benefit for fans attending the game as we are very close by to SoFi Stadium and offer top notch amenities…We continue to advertise the opportunities Santa Monica offers and are working to have 100 percent occupancy this weekend.”
Due to the expected influx in crowds, City officials are encouraging visitors and residents to take public transportation and park strategically.
On game day, the Big Blue Bus will be connecting to a shuttle bus to SoFi Stadium, offering a roundtrip service for $12. Less crowded Downtown parking lots include the Civic Center Structure (333 Civic Center Drive), Structure 1 (1234 4th St), Structure 2 (1235 2nd St) and Structure 9 (1136 4th St). Cheaper and less crowded parking lots by the Pier and beach include Lot 4 South (2030 Ocean Way) and 5 South (2600 Barnard Way).
A full list of Super Bowl specials, viewing locations and transportation information can be found at www.santamonica.com/super-bowl.