SANTA MONICA—The Swedish holiday market, Swiss Winter Village, has been approved by the Santa Monica City Council during a meeting on June 23. According to the licensed agreement with Swiss Xmas Inc the Santa Monica Pier’s parking deck will be operated by the Swiss Winter Village from November 2, 2026, to January 15, 2027.
The event is intended to capture the true spirit of a Swedish market right here in Santa Monica. Organizers say the Santa Monica Pier will be transformed into a holiday market with Swiss food, design, and Swiss craftsmanship. This event is also intended to prioritize local Santa Monica businesses in vendor choices with several community benefits, including 1,000 free tickets for nonprofit groups, a free Candlelit concert, and discounts for residents and seniors.
Swiss Winter Village will run daily for the public from November 27 through January 7 from noon to 11 p.m., excluding New Year’s Eve, offering possible operations until 1:30 a.m.
Although the pier is notorious for staying open later than 11, Major Events Manager Aaron Orozco told the Santa Monica Daily Press, the event producers were “absolutely on board with being flexible.” Mayor Caroline Torosis seconded the motion while advising. “11 p.m. or the pier closing time, whichever is later, at the discretion of vendors,” as reported by the Santa Monica Daily Press.
Organizers of this event expect 250,000 to 400,000 visitors, with admission costing $15 per person, while residents in Santa Monica ZIP codes would get discounted or free admission.
In tandem with the approval for the Swiss Winter Village, the city council signed off on the Santa Monica Pier Corporation’s fiscal year 2026-2027 budget, extending the city’s service agreement with the corporation through June 30, 2027.
