by Mike Sharkey
Staff Writer
Three times a year, the Ritz Theatre and LaVilla Museum is allowed to serve alcohol during performances. Three times a year, the Ritz sees a dramatic increase in revenue.
So, it’s no wonder that Ritz Executive Director Carol Alexander would like to get a license that would allow the theatre to serve alcohol at every age-appropriate and theme-appropriate performance.
The theatre has been open for six years and, because it is owned and funded by the City of Jacksonville, has a special state-issued liquor license that permits alcohol on a very limited basis. The numbers show it’s time to obtain a more permanent license, but help is needed from the City.
“We are seeking a different type of license than most liquor licenses because we aren’t serving food,” said Alexander. Many liquor licenses are issued to bars and restaurants and come with a provision that at least 51 percent of sales be food-related. However, some bars have package store licenses that allow them to serve alcohol and no food. The Ritz actually falls under another category. “We are exempt from that provision because we are a City facility.”
She said the Ritz considered pursuing a full license when it first opened in 1999 but wanted to wait and see how the theatre fared and what the patron response would be to the three events where alcohol was served and not during the rest of the year.
“Our patrons have responded by requesting it when we don’t have it,” said Alexander.
Because the license is regulated differently from typical liquor licenses (the Ritz is a non-profit organization), there is little chance the Ritz will be turned down.
However, the request is in the form of an ordinance that was introduced to City Council on May 24 and must still work its way through the legislative process. The bill will get assigned to Council committees before eventually going before the full Council.
Alexander expects the entire process to take about three months.
The license Alexander would like is similar to the one held by the Florida Theatre. And, like the Florida Theatre, Alexander said the Ritz will serve alcohol based on the type of performance.
For example, the Florida Theatre doesn’t serve alcohol during daytime performances aimed at school-age kids, but alcohol is a major revenue-producer during evening concerts.
“It will vary and depend on the type of show,” said Alexander. “It may be more appropriate for blues shows rather than jazz. We will not have a full bar all the time. It will mostly be beer and wine.”
Currently, the Ritz presents and produces about 30 shows a year and leases the theatre for another 50 concerts, receptions and other events. Alexander said the expanded license will not be the catalyst for more shows and events a year, but rather a way to generate much more income.
Per the ordinance, Alexander will be the custodian of the license and all revenue generated by the sale of alcohol will go into the LaVilla Cultural, Historical and Heritage District Trust Fund.