ALRC approves limited alcohol sales area outside Breese Stevens Field for concerts, with conditions

The Alcohol License Review Committee on April 16 recommended approval of a change of license premises that will allow alcohol sales in a defined area just outside Gate 1 at Breese Stevens Field for concert events.

The committee’s approval was conditional: alcohol sales outside the stadium walls will be allowed only for concerts, may begin up to two hours before gates open and must cease when the concert ingress begins, and the change will take effect only after the licensee obtains all other necessary city approvals, including an amended street-use permit (and any required parks permissions). The committee recorded the motion as adopted by voice vote.

Why it matters: The expansion is meant to address crowding and sanitation problems that occur before large concerts by creating a managed pre-concert gathering area with sales and restroom access. Neighbors and alderpersons pressed the applicant and staff for assurances about pedestrian and bicycle access and about which approvals are required before alcohol can be sold in the proposed triangle plaza outside the stadium.

Applicant Tristan Straub, who applied on behalf of Big Top Events LLC (operating Breese Stevens Field events), told the committee the plan was to use roughly a third of the plaza outside Gate 1 to provide points of sale, additional restroom access and staffed barricades to protect bike/pedestrian lanes. “We have also… created a new map that kind of slides that gate about 7 or 8 feet in that would allow… the bicycle parking… and the public sidewalks [to remain] open,” Straub said when asked about circulation and bicycle parking.

The city attorney’s office representative, Attorney McReynolds, advised the committee on the body’s limited legal authority: the ALRC can decide whether alcohol may be allowed in a defined area, but it cannot by itself authorize the applicant to use city-owned streets or park plazas. McReynolds advised conditions that tie ALRC approval to other city approvals. Alder Oliver Revere and other members pressed the applicant on outreach; Straub said he had held meetings and exchanged e-mails with the neighborhood association and park division staff and that the first concert using the expanded premise would be June 6.

Captain Hartman of the Madison Police Department told the committee he did not expect public-safety problems and recommended sales begin two hours before gates open rather than two hours before the music starts. “I don’t foresee any issues immediately,” Hartman said, adding staffing at past concerts had been adequate.

Motion and outcome: Alder Figueroa Cole moved to approve the change of premises with three conditions (sales allowed only if all city approvals are completed including the street-use permit; sales only for concerts; sales may begin two hours before gates open and must cease once the concert begins). Alder Revere seconded; there was no recorded roll-call; the motion was adopted.

Next steps: The approval is conditional on the licensee obtaining any street-use permit amendments and any parks board permissions necessary to occupy the plaza or street area. The applicant agreed to the committee’s conditions at the hearing. If those other approvals are not granted, the ALRC’s condition states alcoholic sales in that plaza are not permitted.