By Daniel Larios
Staff Writer

September 22, 2014 -- Twenty five years after community leaders transformed a decaying shopping strip into one of the most profitable outdoor shopping malls in the world, City officials celebrated the Promenade's 25th anniversary with an old fashioned block party Sunday.

What started off as a cool, cloudy morning turned into a sunny Sunday afternoon with attendees enjoying ice cream and live music throughout the day.

DTSM CEO Kathleen Rawson, Santa Monica Mayor Pro Tem Terry O'Day and his daughters.

"I was just here shopping and was lucky enough to stumble onto the party," said Mariah Harrison, chuckling.  "I had no idea that the Promenade was 25 years old.  All I know is that I love coming here ever so often."

Santa Monica High School Band at the 3rd St. Promenade 25 years celebration. Photos by Daniel Larios

Organized by Downtown Santa Monica Inc (DTSM), the festivities kicked off with a brief concert between the Dinosaur Fountains at Broadway by the Santa Monica High School Marching Band, which is celebrating its 100th anniversary.

"It might be the second time we've played it, but let's try to make it sound like it's our third," SaMoHi music director Kevin McKeown joked with his students before their rendition of "Take on Me" by A-ha.

The marching band, which played such hits as "Pompeii" by Bastille, "Fancy" by Iggy Azalea and "Safe and Sound" by Capital Cities, was also joined by the SaMoHi Drill Team, which led the crowd in dancing to the music.

After collecting a crowd of spectators, DTSM officials started a two-block parade down Third Street to a stage at Arizona Avenue. 

DTSM officials started a two-block parade down Third Street celebrating the Promenade 25th anniversary.

The Saint Monica Catholic High School pep squad led the parade, which included the marching band, DTSM CEO Kathleen Rawson, Santa Monica Mayor Pro Tem Terry O'Day, the staff of the Westside Comedy Theater -- which is located in the Promenade -- and two members of the Santa Monica Police Department's Mounted Horse Patrol.

"Twenty five years ago, when Santa Monica opened up the promenade, this was a groundbreaking moment for not just this city, but for cities across the region and across the country," O'Day said before cutting a custom-designed sustainable ribbon.
"This was not a vibrant area,” O’Day told the crowd. “It was run down and it reflected a lack of investment, foresight and involvement in our downtowns, like what happened to a lot of cities in this country."

"Our City Council and business community came together and re-envisioned the entire Downtown with the Promenade as its center," he added.  "It led to a re-imagination of downtowns across the country.  Santa Monica has always represented the next phase and the next generation."

After the ceremonial re-enacting of the historic 1989 ribbon cutting ceremony, attendees were served free ice cream from Dandy Don's and enjoyed live music from a number of performers.

"I loved the party today," said Bob Adams.  "It feels like an old fashioned party with neighbors and it just goes to show that Santa Monica is just one big mostly happy family."

Some attendees remember the days before the Promenade was the tourist destination it is today, when the outdoor shopping mall was lined with mom and pop stores instead of large chain retailers.

"I remember the Promenade before it was renovated," said Judith Rosenbaum.  "It had its charm, but there were empty store fronts, homeless people and not enough to bring people to the area.

"I see how it changed, and I can't help but wonder if it was for the better," she added.  "Sure, its successful with all the chain stores taking over, but it lost its small town vibe."