Sunday alcohol sales could be key to Tough Mudder's return
- May 7, 2015
- / Louis Cooper
- / economy
Sunday alcohol sales may be a deciding factor in whether a tourist event that brought more than $6 million to Santa Rosa County in one weekend will return in 2016.
The Gulf Coast Tough Mudder took place on March 7 at the Ates Ranch in East Milton. It brought more than 14,000 out-of-market visitors to Santa Rosa County, generating more than 4,100 hotel room nights with a total economic impact of $6.1 million, according to a report from the Tough Mudder organization.
Tough Mudder is a series of athletic endurance events across the nation.
"The Tough Mudder event was a very, very good thing for Santa Rosa County,” said Santa Rosa County Commission Chairman Don Salter said. “It brought in an awful lot of money and an awful lot of people. It was well done. There were no problems. Everybody had a good time and everything went well.”
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To see the entire economic impact report, go to http://santarosa.fl.gov/news/mediaroominfo/2015%20TM%20Gulf%20Coast.pdf.
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Kate Fitzpatrick, senior director of community development and venues for Tough Mudder, said the Gulf Coast Tough Mudder, "was a great first time event."
However, the one-day event was shorter than most Tough Mudders.
"They are normally two days," Fitzpatrick said. "We made an exception for the Gulf Coast event given the liquor restrictions on Sunday sales.
“That prevented us from having a Sunday event this year."
Alcohol sales are not allowed on Sundays in northern Santa Rosa County under current law. Since 1991, the county has allowed Sunday alcohol sales in Navarre, Navarre Beach and Gulf Breeze – with the East River as the northern boundary – because, at least at that time, those were considered tourist areas.
[caption id="attachment_22944" align="alignright" width="300"]
Santa Rosa County Commissioner Don Salter[/caption]
Like many 5K races and other athletic events, alcohol is a traditional part of Tough Mudder events. Anheuser Busch – which produces beer brands like Budweiser, Michelob and Natural Ice – is a national sponsor of the events.
"Our customers are athletes. They've just gone through quite an endurance challenge – 10 to 12 miles of muddy fields and obstacles. At the end they are tired," Fitzpatrick said. "Those who choose to can have a beer at the finish line, but it's not a major drinking event."
Tough Mudder has an agreement with the Ates Ranch that gives the organization the option of returning in 2016. However, Sunday alcohol sales is “one factor among many for our decision to returning 2016,” Fitzpatrick said. “It’s important, but it’s not the only consideration."
There is no provision in the law to allow Sunday sales in northern Santa Rosa by waiver or special permit, says Santa Rosa County Public Information Officer Joy Tsubooka. Any change would have to come in the form of an ordinance from the County Commission.
Salter said he hopes his fellow commissioners will find a way to accommodate the Tough Mudder if organizers ask to be able to offer alcohol on a Sunday.
"With the impact it had on our central Santa Rosa tourism activities, I would hope that the board would be willing to get some type of special event application so we could accommodate those type of events in the central part of the county as well,” he said.
Rob Brizzi, a Pensacola resident, participated in the Gulf Coast Tough Mudder.
"I think the Tough Mudder is an incredible team building event," Brizzi said. "I am excited to hear that it brought about such a great economic boom to Santa Rosa County. I would not be opposed to allowing alcohol sales on Sunday.
“As people are drinking responsibly, then it could turn into a weekend event. This could generate even more for the local economy."
Tsubooka said Tough Mudder officials have had only "general conversations" with the county's tourism and economic development staffs, but no specific action has been requested from the commission. Fitzpatrick said Tough Mudder would like to have its 2016 schedule finalized by the end of August.
Santa Rosa County Commissioner Don Salter[/caption]
Like many 5K races and other athletic events, alcohol is a traditional part of Tough Mudder events. Anheuser Busch – which produces beer brands like Budweiser, Michelob and Natural Ice – is a national sponsor of the events.
"Our customers are athletes. They've just gone through quite an endurance challenge – 10 to 12 miles of muddy fields and obstacles. At the end they are tired," Fitzpatrick said. "Those who choose to can have a beer at the finish line, but it's not a major drinking event."
Tough Mudder has an agreement with the Ates Ranch that gives the organization the option of returning in 2016. However, Sunday alcohol sales is “one factor among many for our decision to returning 2016,” Fitzpatrick said. “It’s important, but it’s not the only consideration."
There is no provision in the law to allow Sunday sales in northern Santa Rosa by waiver or special permit, says Santa Rosa County Public Information Officer Joy Tsubooka. Any change would have to come in the form of an ordinance from the County Commission.
Salter said he hopes his fellow commissioners will find a way to accommodate the Tough Mudder if organizers ask to be able to offer alcohol on a Sunday.
"With the impact it had on our central Santa Rosa tourism activities, I would hope that the board would be willing to get some type of special event application so we could accommodate those type of events in the central part of the county as well,” he said.
Rob Brizzi, a Pensacola resident, participated in the Gulf Coast Tough Mudder.
"I think the Tough Mudder is an incredible team building event," Brizzi said. "I am excited to hear that it brought about such a great economic boom to Santa Rosa County. I would not be opposed to allowing alcohol sales on Sunday.
“As people are drinking responsibly, then it could turn into a weekend event. This could generate even more for the local economy."
Tsubooka said Tough Mudder officials have had only "general conversations" with the county's tourism and economic development staffs, but no specific action has been requested from the commission. Fitzpatrick said Tough Mudder would like to have its 2016 schedule finalized by the end of August.
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