Upland City Council proposes downtown entertainment zone under Senate Bill 969

The City Council of Upland convened on May 12, 2025, to discuss the establishment of an entertainment zone in the downtown area, a proposal aimed at boosting local economic growth. Development Services Director Robert Dahlquist presented the initiative, which is made possible by Senate Bill 969, effective January 2025. This legislation allows local governments to create entertainment zones where establishments with on-sale alcohol licenses can sell alcohol for off-premise consumption in designated public spaces.

Dahlquist highlighted the success of similar programs in cities like San Francisco and Santa Monica, where entertainment zones have attracted visitors and increased spending at local businesses. The proposed entertainment zone in Upland would be bounded by D Street to the north, A Street to the south, First Avenue to the west, and Second Avenue to the east, including all establishments within these boundaries.

Key provisions of the ordinance include allowing eligible businesses, such as restaurants and breweries, to sell open container beverages for consumption on premises, with specific limitations based on their alcohol licenses. The hours of operation for the entertainment zone would be set from 11 AM to midnight, although special events may impose stricter hours.

To ensure compliance with age restrictions, the ordinance mandates a system for verifying the age of patrons consuming alcohol, as well as specific requirements for the type of cups used for serving beverages. Signage will be posted around the perimeter of the entertainment zone to inform patrons of the boundaries where alcohol consumption is permitted.

The Upland Police Department has reviewed and accepted the ordinance, which will undergo a review every two years to ensure public health and safety standards are maintained. The council is expected to hold a first reading of the ordinance, which will add Chapter 9.18 to the municipal code, and determine its exemption from the California Environmental Quality Act.

This initiative marks a significant step for Upland as it seeks to enhance its downtown area and foster a vibrant community atmosphere.