Santa Rosa leaders endorsed an initiative that would allow downtown visitors to take their beer or wine to-go as they stroll Fourth Street or sit at Old Courthouse Square.
Public consumption would be allowed in two areas spanning much of the downtown on Friday through Sunday afternoons and evenings under the proposed pilot program, though operating hours are still being finalized.
Planning officials and council members hope the program helps energize downtown and provides a boon to businesses by expanding alcohol sales and getting more people onto the streets.
“This could be a great thing for the city,” Mayor Mark Stapp said.
San Francisco was the first in the state to permit public consumption in so-called entertainment zones as officials there sought to revitalize the Financial District and other neighborhoods, but the program was expanded statewide under Senate Bill 969 signed into law by Gov. Gavin Newsom in 2024.
Today, visitors can drink outdoors during certain special events in Sacramento, while public consumption is allowed on weekends in Santa Monica and daily in Redding.
Santa Rosa council members supported testing out the idea but raised concerns about how off-site consumption would be monitored, especially with reduced police resources downtown.
Deputy Director of Planning Jessica Jones suggested the city conduct a six-to-12-month pilot to collect program data, analyze impacts to businesses and city services and smooth out any issues.
The proposal has received support from officials with the Downtown Action Organization and Historic Railroad Square Association, which oversee the city’s two community benefit districts that include more 200 properties and more than 150 property owners.
In a joint letter to the city, the groups’ leaders said entertainment zones could help bring vitality to downtown, support businesses and “contribute to a more welcoming experience for residents, workers and visitors.” They committed to working with the city to help structure and implement the program.
The idea was first presented last summer to the Santa Rosa Economic Development Subcommittee, a council working group exploring ways to boost economic activity citywide, and particularly in the city’s downtown core.
Typically, alcohol sold at bars and restaurants must be consumed on-site.
But under the program, patrons would be able to purchase beverages at participating restaurants, bars, breweries and wineries within the boundary and drink them on the sidewalk, plazas and other public areas.
Closed or sealed drinks bought at convenience or liquor stores intended for off-site consumption would still be prohibited from being opened in public.
Planning officials over the last few months have been working through how the program would operate, studying similar efforts in other cities for best practices, meeting with Santa Rosa police to discuss public safety concerns and gathering input from merchants and property owners downtown.
Staffers propose two districts.
One would surround Old Courthouse Square between D and B streets and Seventh and Third streets. The boundary would extend east on Fourth Street to include Russian River Brewing and west on First Street to include Shady Oak.
The area around Railroad Square between Davis and Wilson streets and Fifth to Third streets would be another zone.
The boundaries are broader than initial zones outlined by staff last summer that included the busier Third and Fourth street corridors. The expanded boundaries take in more restaurants and bars, including businesses at the Brickyard Center on B Street, such as Flagship Taproom, and Cooperage Brewing, which had expressed interest to city staff in participating.
Outdoor drinking would not be allowed on parking lots or in garages within the zones.
Santa Rosa is moving forward with establishing a so-called entertainment zone that would allow people to drink in public spaces. One proposed district includes the area around Old Courthouse Square, home to the Wednesday Night Market and other fairs and festivals. (City of Santa Rosa)
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Santa Rosa is moving forward with establishing a so-called entertainment zone that would allow people to drink in public spaces. One proposed district includes the area around Old Courthouse Square, home to the Wednesday Night Market and other fairs and festivals. (City of Santa Rosa)
Staffers propose operating the zones between noon and 10 p.m. Fridays through Sundays though operating hours could be tweaked.
Senior Planner Sachnoor Bisla said the city is looking into how the two districts, bisected by Santa Rosa Plaza and Highway 101, could be connected.
Public drinking throughout downtown also could be allowed during special events, such as the Wednesday Night Market held during the summer at Old Courthouse Square or the Rose Parade.
Once running, visitors would need to present identification at the first establishment where they intend to purchase a to-go drink to receive a wristband that would allow them to drink in public.
Beverages must be served in approved non-glass or non-metal containers, such as reusable or recyclable plastic cups that are consistent with the city’s zero waste ordinance, she said.
Planners propose posting signs at the boundaries that mark entry and exit points and outline zone rules.
While initial feedback from some council members and merchants showed support for implementing the program during special events and then expanding it, planning officials said set operating hours would help better market and manage the program.
Council member Natalie Rogers said the city has long debated how to draw more people downtown and the proposal is exciting.
“I think Santa Rosa goes dark and a little boring after hours,” she said, adding that residents want a safe place where they can gather and have a fun evening.
But she and other council members questioned how the city would ensure people safely have fun and that nuisances are addressed.
The Santa Rosa Police Department’s downtown enforcement team, which was staffed up a few years ago in response to safety complaints from merchants, lost two officers in budget-driven cuts this fiscal year and a third officer is out on leave.
Lt. Chris Mahurin said the cuts have forced the team to eliminate staffing on weekends and, though beat officers also patrol downtown, he noted their patrol area extends beyond the city center. He said monitoring entertainment zones could burden stretched staff though an analysis of calls for service downtown last year showed that just 1% of the 1,384 calls for services officers responded to between noon and 10 p.m. Thursdays through Sundays were for public intoxication or drunk driving.
Planning officials cautioned that the zones would not be like popular areas like Las Vegas or New Orleans where public drinking is common practice and can draw large crowds and invite sometimes bad behavior.
“The vision wouldn’t necessarily be party every weekend in the streets,” Bisla said. “People who would already be coming downtown, dining at these restaurants, drinking at the bars, would now have the opportunity to finish their drink outside, take a nice walk and over time with that downtown would become more of a place to hang out and spend the day.”
She added officials in other California cities that have rolled out the program did not report significant concerns with implementing the zones or a rise in crimes, public drunkenness or other safety issues.
Planning officials intend to meet next week to discuss the council’s feedback and next steps.
You can reach Staff Writer Paulina Pineda at 707-521-5268 or [email protected]. On X (Twitter) @paulinapineda22.
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