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ALRC recommends temporary liquor arrangement for TPC Wisconsin during American Family Championship
Summary
The committee approved a temporary change that restricts TPC Wisconsin’s liquor license to the clubhouse for tournament week, while a tournament concessionaire will hold a short-term license to serve alcohol on the course June 2–8.
The Alcohol License Review Committee on April 16 recommended that the Common Council grant a temporary change of premises and a short-term concession license to enable alcohol service during the American Family Championship at TPC Wisconsin.
Under the arrangement described to the committee, TPC Wisconsin will restrict its regular liquor license to the clubhouse for the tournament week (June 2–8). The tournament’s concessionaire will operate under a separate, temporary license to sell alcohol on the golf course during the event. The applicant said the change is limited to the tournament week and TPC’s regular license will revert to its prior coverage after the event.
Tournament director Nate Pokrass told the committee the event has run for years at University Ridge and is expected to have a significant local economic impact. “All proceeds from the event do stay in Madison,” Pokrass said; he and the applicant said the tournament has distributed roughly $20 million in charitable grants since 2016, with American Family Children’s Hospital historically the largest single beneficiary.
City staff and the applicant said they coordinated the licensing approach with the Wisconsin Department of Revenue to ensure the temporary vendor arrangement complied with state rules. Attorney Jennifer Zilavy told the committee she and the Department of Revenue advised that the temporary arrangement and the vendor’s application were the correct vehicle for the tournament.
Concerns from neighbors focused on outreach and parking plans; Pokrass and the TPC representative said they had held listening sessions, notified neighborhood associations, and that parking and parks-related approvals would be handled in separate permitting processes. Alders on the committee pressed for clear community outreach; Pokrass outlined a schedule of neighborhood meetings and listening sessions and said the public days of the tournament occur during the weekend portion of the week.
Motion and outcome: Alder Figueroa Cole moved to recommend council grant items 9 (change of premises for TPC Wisconsin) and 20 (tournament concession license). Alder Glenn seconded. The motion carried without objection.
Additional action: The committee also approved item 19, a new license for a Cherokee Park training/academy facility associated with the TPC property; that application was considered separately and approved at the same meeting.
Next steps: The committee’s recommendation will go to the Common Council for final action; the temporary vendor license will cover June 2–8 and the applicant indicated the tournament intends to return under a similar arrangement in future years under a multi‑year contract with TPC Wisconsin.
