Fort Bragg approves pilot ‘entertainment zone’ to boost tourism, invigorate downtown

THE PHRASE “GO CUP” is about to enter the Fort Bragg vernacular now that the Fort Bragg City Council approved a resolution establishing a new “entertainment zone” on a 4-1 vote early this week. 

If approved by the California Department of Alcoholic Beverage Control, people will be able to purchase alcoholic beverages during select special events and walk around the Central Business District with drinks in hand.

Approval of the resolution would also make Fort Bragg the first city on the North Coast to enact an entertainment zone. The Willits City Council is currently considering its own entertainment zone ordinance. 

Fort Bragg City Manager Isaac Whippy said the zone idea came as part of the city’s strategic plan to identify ways to bolster tourism and generate additional revenue. Earlier this year, businesses and residents were surveyed about an entertainment zone ordinance, with 55% saying they were open to the idea for special events.

That public feedback shaped what was passed by the City Council earlier this week. Whippy says the goal is to keep public alcoholic beverage consumption confined to the CBD between Pine and Alder streets, including Franklin and portions of Main streets.

That zone includes establishments that already serve alcohol, such as Tall Guy Brewing, Cucina Verona, Sip Wine Bar, Welcome Inn, Golden West Saloon, Piaci Pub, and Los Gallitos.

“This is a pilot project. There is data out there showing folks with a glass of wine walking around tend to consume less alcohol than just sitting in a bar drinking because they would be wandering around downtown,” Whippy said in an interview. “They will be able to walk into different stores. We already see heavy foot traffic during our First Friday events.”

Whippy said the city wants to soft-launch the entertainment zones for First Fridays and special events, such as the Longest Table, Fort Bragg Blues, and Magic Market.

Councilmember Lindy Peters was the lone no vote, citing concerns about enforcement. “We just sort of rushed through this. I think there are too many questions,” he said during the Monday meeting. “We’re going to have people who are perhaps slightly inebriated wandering into downtown businesses. What if one of the employees has a problem with them? What if one of the employees is in Alcoholics Anonymous and doesn’t like to be around alcohol?”

Whippy says the city is taking those concerns seriously. 

His initial report, provided to the council in August, outlined measures to combat overconsumption and youth access with wristbands for age verification, mobile barriers for temporary street closures, clear signage, additional security, and bi-annual reviews with the city’s Public Safety Committee and the Fort Bragg Police Department.

“We don’t want to take away from the family-friendly atmosphere we have,” he said. “This will just add to the welcoming vibe of our downtown. This is a new concept for us, and we want to meet people in the middle.”

Under the plan, the entertainment zones would have set boundaries and operate only during city-approved hours, from noon to 9 p.m. Friday through Sunday.

Fort Bragg officials are now working through deciding which types of alcoholic beverages can be carried in-hand and what kinds of containers will be permitted. Most cities across the U.S. with already-existing open container laws on the books forbid the transport of alcohol in glass containers.

Above all else, Whippy says Fort Bragg is committed to keeping downtown from turning into what he termed a “Bourbon-Street style free-for-all” where open containers are everywhere.

The California State Senate approved a measure in 2024 to allow cities and counties to create  entertainment zones as a response to some of the economic challenges restaurants, bars, and wineries faced during the pandemic when in-person visit restrictions were in place.

Whippy said he plans to submit the paperwork to ABC in the next few weeks for final approval. If approved, the ordinance would go into effect 30 days later.

This story originally appeared in The Mendocino Voice.