In 1999, hospitality workers and their allies formed a new coalition to expand Los Angeles’ living wage ordinance to neighboring Santa Monica. Calling themselves SMART (Santa Monicans Allied for Responsible Tourism), they advanced a proposal to increase the minimum wage for the estimated 3,000 housekeepers, valet drivers, restaurant workers, and security guards who worked in the beachfront hotel district to $10.69 an hour and to require their employers to provide health insurance. As the City of Santa Monica began studying the feasibility of the proposal, opponents of the proposal led by the Santa Monica Chamber of Commerce began gathering signatures to place an alternative measure on the ballot in November which, while raising wages for some government contract workers, would have blocked efforts to increase the minimum wage for workers at private businesses, including those beachfront luxury hotels. They began circulating petitions and sent thousands of mailers to area residents alleging that their proposal (which came to be known as Proposition KK) would better protect workers and consumers in Santa Monica. SMART quickly mobilized in opposition to Proposition KK, “The Fake Living Wage,” holding a series of public demonstrations with religious leaders from CLUE (Clergy and Laity United for Economic Justice) to make it clear to local voters that despite claims to the contrary, Prop. KK would not provide a true “living wage” to Santa Monica workers. Their efforts were successful—more than 78% of Santa Monica voters rejected Prop. KK — but the fight to win a living wage for workers in Santa Monica continued for years.
Pictured here is one of those demonstrations, the “Journey Towards Justice” march on April 17, 2000, in which thousands of hotel workers and their supporters marched in the rain down the Santa Monica boardwalk to St. Anne’s Church, where Father Mike Gutierrez offered blessings to the workers in their efforts to win living wages for all.
Additional images of the Santa Monica Living Wage campaign available at the Los Angeles Alliance for a New Economy (LAANE) records, UCLA Digital Library:
https://digital.library.ucla.edu/catalog/ark:/21198/z16b3b1x
https://digital.library.ucla.edu/catalog/ark:/21198/z1gn4frj
View more photos from the Living Wage Campaign: https://www.flickr.com/photos/uclairle/albums/72177720320809410/