Originally designed in the late 60's during the first outdoor mall craze, the 3d Street Promenade fell victim to the indoor mall craze that swept America in the 70's and 80's. In fact the Santa Monica Place mall just south of the Promenade was constructed in the early eighties to bring back mall traffic that had been drawn by the Beverly Center. Back then 3d Street was derelict and ironically it was the indoor Santa Monica Place was the catalyst that revitalized the outdoor 3d Street Promenade. Once SAnta Monica Place was constructed the demand for the real estate on Third Street took off and the Promenade became a sort of anti-mall with cheaper rents for a number of years. Finally in 1987 the Santa Monica City Council approved a community-developed Specific Plan for the Third Street Promenade and construction began on the site. Today it serves as a model for places like The Grove in Hollywood and other open air malls in other parts of the country. Lately the Promenade has been drawing shoppers from the mall as just recently Santa Monica Place closed down. The plan is to redesign it to mimic the outdoor Promenade. The wheels of progress come full circle.

HOME FURNISHINGS ON THE THIRD STREET PROMENADE

CLOTHES AND APPAREL ON THE THIRD STREET PROMENADE

Custom Search

Site Map | Home