Key Takeaways
- Downtown Redding is now home to the largest entertainment zone in California, allowing people to consume alcohol while exploring the area.
- The zone includes 18 participating businesses, each with its own rules and regulations.
- The entertainment zone is made possible by Senate Bill 169, which aims to increase foot traffic by allowing municipalities to designate areas where businesses can sell alcoholic beverages on public streets.
- The zone has been a success so far, with some businesses reporting increased sales and a new crowd of young people and families visiting the area.
- The rules of the zone are simple: customers must be 21 or older, verify their age with a participating business, and stay within the designated area with their drink.
Introduction to the Entertainment Zone
Downtown Redding has become the hub of entertainment in California, with the launch of the largest entertainment zone in the state. This zone allows people to enjoy their favorite drinks while exploring the downtown area, thanks to the efforts of organizations like Viva Downtown. The zone includes 18 participating businesses, each with its own signs explaining how the zone works. From Pourboys Tap Yard to Woody’s, customers can now take their drinks to go year-round, enjoying the sights and sounds of downtown Redding.
Addressing Concerns and Regulations
Critics have raised concerns that the new rules will promote excessive drinking, but Blake Fisher, who works with Viva Downtown, reassures that the zone is about more than just drinking. It’s about promoting local businesses and bringing people together. Fisher emphasizes that the zone is working with local law enforcement to ensure a smooth operation and adherence to existing regulations. The Alcoholic Beverage Control (ABC) restrictions still apply, and all participating businesses are ABC verified. This means that customers can enjoy their drinks responsibly, while also supporting local businesses and enjoying the entertainment options available in the zone.
Legislation and Community Impact
The entertainment zone is made possible by Senate Bill 169, which was passed in 2024. This legislation aims to increase foot traffic by allowing municipalities to designate areas where businesses can sell alcoholic beverages on public streets. Fisher and other community leaders saw an opportunity to bring this concept to Redding, and the results have been positive. The zone allows customers to explore downtown and visit all 18 participating locations, rather than being limited to a single business. This has led to increased sales and a new crowd of young people and families visiting the area. For example, The Park reported a 120% increase in sales during the Christmas tree lighting event, and other events like the 2030 club, lighted Christmas parade, and Santa Pub Crawl have also seen significant success.
Business Owner Perspectives
Hallie Hawkins, the owner of the Post Office Saloon and Grill, has seen a new crowd of customers drawn to the entertainment zone. She believes that the zone has made people want to come out and explore downtown, bringing in a younger crowd and their families. The rules of the zone are simple: customers must verify their age with a participating business, receive a free wristband, and enjoy their drink in a marked cup. They can then roam the area with their drink from 10 a.m. to 10 p.m., as long as they stay within the designated zone. Hawkins and other business owners are excited to see the impact of the zone on their businesses and the community as a whole.
Future Assessments and Improvements
While the entertainment zone has been a success so far, the topic will be revisited by the city council in six months. At that time, they will reassess how the zone is working and identify areas for improvement. This will provide an opportunity for the city to make adjustments and ensure that the zone continues to benefit the community. With its current success and potential for growth, the entertainment zone is an exciting development for downtown Redding, and it will be interesting to see how it evolves in the coming months. As the largest entertainment zone in California, it has the potential to become a model for other cities and towns looking to revitalize their downtown areas and promote local businesses.