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L.A. is the land of the automobile and the mall, and as the old saying goes: "nobody walks in L.A.." But here on the Promenade you can always find a crowd of happy pedestrians enjoying the sunshine (or the moonlight), along with the movies and restaurants. And it's free - there is no admission charge. The new shopping area begins where the Santa Monica Place mall ends (anchoring the Promenade's southern end) and runs north for three long outdoor blocks to Wilshire Blvd. Until just a few years ago, this was a rather shabby part of town, filled with vacant, dilapidated storefronts. But very little of that sad history remains today; it is rapidly being swept away by the onslaught of new money and new faces, and by a deluge of multiscreen movie theatres, upscale boutiques, and trendy sidewalk cafés. Shoppers and businesses alike are now flocking to what was once a desolate and dreary district, transforming it into a dynamic new neighborhood which pulses with energy.
In the center of Third Street are free-standing pavilions (which resemble Victorian greenhouses), with aged brass roofs. Colorful flower boxes bloom on many ledges, trees are plentiful, and bright flowers dangle from the old-fashioned, powder-blue street lamps. Since no traffic is allowed on this part of Third Street, pedestrians stroll down the center of the boulevard as well as on its sidewalks. Colorful pushcarts, kiosks and vendors ply their wares, while assorted street performers entertain the passing crowd. (In fact, the young star of the 2006 movie "The New World" (Q'Orianka Kilcher), used to sing on the Promenade before winning the role of Pocahontas in that film (opposite Colin Farrell).
A huge crowd lined up outside the Borders Bookstore on the Promenade (1415 3rd Street), when Cher put in an appearance to autograph her new book. She stayed for 12 hours, until she had signed books for every single person waiting in line. In 2003 "Access Hollywood" ran photos of Britney Spears shopping here, just walking down the middle of the street in jeans, and not a single preson recognized her. She ended up buying tickets a movie.
Movie-going is a main attraction on the Third Street
Promenade. The Promenade boasts a growing number of intriguing
book shops, antique stores, and unique memorabilia shops. African Arts
Etc. (at 1344 3rd St.) is an incense-laced emporium filled with
intriguing authentic folk art; Alamo Flags (at 1349A 3rd St.) promises
"the largest stock of flags anywhere on Earth"'; the Puzzle
Zoo (1313 3rd St.) mixes sci-fi, toys & puzzles, while Z Gallerie
makes for interesting browsing. You can pick up original animation cels
at the Vintage Animation Gallery (at 1404 3rd St.). You can shoot
pool at Yankee Doodle Billiards (at 1410 3rd St.), or down a pint
of Guinness at Recently, the stars who brought you Planet Hollywood opened Cool Planet on the Promenade (at 1312 3rd St.), the first in what will be a chain of Tinseltown-related ice cream/dessert shops. Whoopi Goldberg showed up to kick off the grand opening of Cool Planet.
After dark, and especially on weekends, the Promenade
really comes alive, as the packed, young crowd is entertained by dozens
of clowns, musicians, magicians, comedians, escape artists, mimes, one-man-bands,
and other street performers.
Recently, a new branch of "Hooters" opened on Santa Monica Blvd., just off the Promenade. One of its owners is none other than Douglas Schwartz, the executive producer and co-creator of "Baywatch." The Third Street Promenade is still in development and has a little work left to do. There is still a small handful of older storefronts remaining to be renovated, and evidence of Santa Monica's persistent homeless problem still sometimes spills over onto the Promenade. But the transformation is almost complete, and the neighborhood is developing a funky personality all its own. The Promenade is a fine spot to take a stroll in
the California sunshine, window-shop, have lunch, see a movie, or look
for celebrities.
[For more information on this
subject, you can access the Promenade's official website
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