ALRC approves new alcohol sales policy for Bree Stevens Field concerts

The Alcohol License Review Committee (ALRC) of Madison has approved a significant change to alcohol sales regulations at Bree Stevens Field, allowing sales to begin two hours before concert gates open. This decision, made during the committee's meeting on April 16, 2025, aims to enhance the concert-going experience while ensuring responsible service.

The motion, which was seconded and discussed among committee members, initially proposed that alcohol sales commence two hours before the concert begins. However, after deliberation and input from local officials, including Captain Hartman and Alder Mayor, the committee agreed to amend the motion to allow sales to start two hours prior to gate opening instead. This adjustment reflects a consensus that aligns with the operational realities of concert events and the expectations of attendees.

Committee members expressed confidence in the management of alcohol sales at the venue, noting the responsible staffing and atmosphere during past events. Alder Figueroa Cole supported the amendment, emphasizing the importance of accommodating feedback from law enforcement to ensure public safety.

The approved conditions for alcohol sales include that they are only permitted outside the venue's walls and are contingent upon all necessary city approvals, including a street use permit. The committee's decision is expected to improve the overall experience for concert-goers while maintaining a focus on safety and community standards.

As the city moves forward with this change, stakeholders will be monitoring its implementation to assess its impact on both the venue and the surrounding community.