By Jorge Casuso

July 1, 2026 -- The World Cup is helping kick-start Santa Monica's lagging economy and tonight's Watch Party on the Promenade for Team USA's knockout match could draw record crowds.

The free event on the 1300 block starts at 1 p.m. with the match between Belgium and Senegal, followed at 5 p.m. with USA vs Bosnia and Herzegovina, with the winner advancing to the Round of 16.

The game, which will also be screened in packed bars across the city, highlights two weeks of successful events and activations surrounding the World Cup, which is held every four years.

So far more than 100,000 people have attended the more than 20 free and ticketed events hosted by the City during the tournament's first 13 days, City officials reported.

The events on the Promenade have increased foot traffic by 40 percent on the struggling walk street, with parking revenues Downtown and the beach seeing a more than 40 percent increase.

The numbers are expected to jump if Team USA wins tonight and makes a run in the final four knockout rounds leading up to the final match on July 19 in East Rutherford, New Jersey, near New York City.

During the Watch Parties, g uests ages 21 and over can enjoy a drink outdoors in the Promenade's Entertainment Zone or dine outside at a Promenade restaurant while watching the match.

"The World Cup is showing that Santa Monica knows how to bring people together," said Mayor Caroline Torosis. "More than 100,000 fans from across LA County have packed our streets and turned the Promenade into one big celebration, and we are just getting started.

"Whether you are visiting us from LA County or across the globe, come grab a seat, cheer on your team, and be part of something special. This is Santa Monica at its best."