SANTA MONICA (March 29, 2021) –– Downtown Santa Monica, Inc. (DTSM) has announced the expansion of the Downtown Santa Monica Ambassador Program to include safety-related services in addition to the hospitality, custodial and homeless outreach efforts already in place. Beginning April 1, specially trained Safety Ambassadors will be on patrol throughout Downtown Santa Monica on bike, Segway, foot and vehicle addressing quality-of-life offenses, acting as a deterrent to unwanted behavior and activity, responding to incidents called in by businesses and patrons, in addition to providing information, assistance and directions to downtown workers, residents and visitors.
The Safety Ambassadors will respond to quality-of-life offenses and will relay urgent public safety information to DTSM Command Center Dispatchers who will triage and place emergency or non-emergency calls to the Santa Monica Police and Fire departments as appropriate. In the event of an active emergency, Safety Ambassadors will remain on site until emergency responders arrive.
"The health and well-being of our community continues to be of paramount importance. It is Downtown Santa Monica's highest priority to provide a clean, safe and welcoming public environment for our residents, businesses and visitors," said DTSM, Inc. CEO Kathleen Rawson. "Based on feedback from our community, we are expanding our Ambassador deployment to further focus on and enhance public safety in the district."
All Safety Ambassadors will be identifiable by unique uniforms and possess a valid "Guard Card" issued by the California Bureau of Security and Investigative Service — a certification which requires a minimum of 40 hours of state-mandated training and 16 hours per year of continual professional training. Safety Ambassadors will be first aid and CPR certified within the first 30 days of their employment.
With the addition of Safety Ambassadors, DTSM will expand its Downtown Safety Escort Service. Employees and patrons can call or text the DTSM Ambassador Dispatch Center at 310.877.7731 to request an escort to their vehicle or other desired destination within the downtown.
For more information on the Ambassador Program and scope of services, visit
DTSM remains committed to ensuring the health and safety of the community, visitors, and staff. Face coverings are required when visiting the Third Street Promenade and all guests are encouraged to practice physical distancing. For more information on the ambassador program and scope of services in addition to current health and safety guidelines, please visit downtownsm.com and follow @DTSantaMonica on Instagram and Twitter or DowntownSantaMonica on Facebook.
About Downtown Santa Monica, Inc. (DTSM, Inc.)
Downtown Santa Monica, Inc. is a private non-profit 501c(3) that works with the City of Santa Monica to manage services and operations in Downtown Santa Monica that promote economic stability, growth and community life within Downtown Santa Monica. DTSM, Inc. manages the Property-based Business Assessment District (PBAD) that encompasses the area bounded by Ocean Avenue (W), Wilshire Boulevard (N), Lincoln Boulevard (E) and the Santa Monica Freeway (S). For more info, please visit DowntownSM.com or follow us on Instagram and Twitter @dtsantamonica or Facebook at DowntownSantaMonica.