Resources

Data Deep Dive

Geography
DISTRICT MAP

Downtown Santa Monica is bounded by the 10 Fwy to the south, Wilshire Blvd. to the north, Ocean Ave. to the west, and Lincoln Blvd. to the east. The district is divided into 5 benefit zones. Property owners are assessed annually based on the zone in which their property is located.

Mobility
THIRD STREET PROMENADE PEDESTRIAN IMPRESSIONS*
MONTHLY PEDESTRIAN IMPRESSIONS (3-BLOCK AVG.)
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* Represents the frequency of pedestrians passing a fixed location and should not be interpreted as a count of unique individuals
24,085
AVG. WEEKDAY PEDESTRIAN IMPRESSIONS (2018)
35,349
AVG. WEEKEND PEDESTRIAN IMPRESSIONS (2018)
49,048
AVG. PEDESTRIAN IMPRESSIONS ON HIGHEST DAY (BLACK FRIDAY 11/23/18)
9,946,567
TOTAL PEDESTRIAN IMPRESSIONS (2018)
DOWNTOWN SANTA MONICA PARKING SUMMARY
6,149
PUBLIC PARKING STRUCTURE CAPACITY
(11 STRUCTURES)
65%
AVG. DAILY PEAK OCCUPANCY (2018)
PARKING STRUCTURE AVG. DAILY PEAK OCCUPANCY (2018)

*SOURCE: CITY OF SANTA MONICA, PARKING OPERATIONS.

Demographics
DOWNTOWN SANTA MONICA DOMESTIC CONSUMER PROFILE (2018)
SPEND BY ORIGIN
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SPEND BY AGE DISTRIBUTION
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US OUTSIDE OF LA
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SPEND BY INCOME DISTRIBUTION
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SPEND BY BUSINESS TYPE
group-669_07837.svg 31% Restaurants
group-670_15981.svg 20% Apparel
group-831_31669.svg 15% Department Stores
group-902_07587.svg 11% Hotels
group-915_07523.svg 7% Specialty
group-674_16051.svg 6% Sports
group-676_16028.svg 5% Computers
group-675_16009.svg 4% Fast Food
DOWNTOWN SANTA MONICA WORKFORCE PROFILE (2018)
asset-1_31298.svg
$50,000-$74,999

13.3%
25-35
URBAN EDGE

Young, up-and-coming singles living big city lifestyles located within top markets

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$50,000-$74,999

8.2%
36-65
STEADFAST CONVENTIONALISTS

Conventional Gen X families living suburban city lifestyles

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$50,000-$74,999

6.9%
51-65
FULL POCKETS, EMPTY NESTS

Empty-nesting upper middle class households with discretionary income

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$50,000-$199,999

6.6%
66-75
SILVER SOPHISTICATES

Mature, upscale couples and singles living in single homes

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$15,000-49,999

6.3%
19-35
STRIVING SINGLE SCENE

Young singles living in city centers

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>$250,000

6.1%
36-65
JET SET URBANITES

Affluent singles and couples living high rise fashionable lives

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>$250,000

5.4%
51-65
AMERICAN ROYALTY

Wealthy, influential couples & families living in prestigious suburbs

TOP INDUSTRY SEGMENTS
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HOSPITALITY & FOOD SERVICE

23%

7,099 Employees

Over 7,000 Downtown employees work in hospitality and food services, assisting the millions of visitors and tourists who shop, dine and stay in DTSM each year.

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"SILICON BEACH"

22%

6,711 Employees

Nearly a quarter of DTSM workers are in professional scientific, technical, or information services that make up the dynamic and growing Silicon Beach.

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RETAIL

13%

4,058 Employees

As an international shopping
destination, Downtown's third largest industry is retail.

30,337
TOTAL EMPLOYEES
WAGE BREAK DOWN
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$545,408,224

TOTAL ANNUAL WAGES, ALL INDUSTRIES

"SILICON BEACH" CONTRIBUTION
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TOP EMPLOYERS & NUMBER OF EMPLOYEES
493
Fairmont Miramar Hotel
400
PatientPop Inc.
323
ZipRecruiter Inc.
278
Gap, Inc. (Banana Republic, Gap, Old Navy)
263
Macerich Company, The
250
Santa Monica Proper Hotel
259
Nordstrom
182
Wilshire Associates, Inc.
148
Apple Inc.
129
Burke Williams Spa
129
Fair
126
GumGum Inc
123
Bloomingdales
120
True Food Kitchen
115
Dimensional Fund Advisors
113
Del Frisco's Grille
DOWNTOWN SANTA MONICA RESIDENT PROFILE
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4,367

POPULATION (EST.)

3,096

HOUSEHOLDS (EST.)

AGE DISTRIBUTION
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SEX
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RACE
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OWN VS. RENT
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VEHICLES
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MARITAL STATUS
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INCOME DISTRIBUTION
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EDUCATION
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dollar-sign_71712.svg

$89,729

AVG. HOUSEHOLD INCOME

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$47,820

MEDIAN HOUSEHOLD INCOME

Real Estate
RETAIL MARKET HISTORY
DOWNTOWN SANTA MONICA
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*SOURCE: COSTAR
OFFICE MARKET HISTORY
DOWNTOWN SANTA MONICA
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*SOURCE: COSTAR
RESIDENTIAL MARKET HISTORY
DOWNTOWN SANTA MONICA
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*SOURCE: COSTAR
Hospitality
HOSPITALITY HISTORY
DOWNTOWN SANTA MONICA
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*SOURCE: STR
Retail
DOWNTOWN SANTA MONICA SALES REVENUE
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*SOURCE: CITY OF SM
DOWNTOWN SANTA MONICA RETAIL MIX
group-895_07636.svg 32% Retail (209)
group-897_07602.svg 25% Dining (164)
group-31_06742.svg 13% Services (87)
group-914_07540.svg 14% Health & Fitness (88)
group-896_07621.svg 6% Beauty (40)
group-903_07562.svg 3% Travel (21)
group-902_07587.svg 3% Organizations (20)
group-915_07523.svg 3% Art & Entertainment (19)
*SOURCE: CITY OF SM

Contact DTSM with questions regarding methodology and data sources