On the heels of approving Traverse City’s first social district and several liquor license applications this summer, city commissioners revisited the Healthier Drinking Culture Monday – the city’s strategic plan adopted in 2021 that identifies ways to improve the city’s “drinking culture, specifically regarding binge drinking and activities and behaviors associated with overconsumption in the city’s downtown core.” With multiple new commissioners on board, officials wanted an update on the plan – including what’s been accomplished to date and next steps.

A $100,000 Northern Michigan Regional Entity grant in 2020 paid for the Traverse City Downtown Development Authority (DDA) – in cooperation with the city and Traverse City Police Department (TCPD) – to hire local firms Statecraft and Parallel Solutions to analyze the city’s drinking culture and identify opportunities for improvement. The months-long process included an online community survey that generated 1,130 responses as well as focus groups and one-on-one conversations with numerous liquor license holders, business owners, employees, and health professionals.

The resulting Healthier Drinking Culture strategic plan acknowledged the placemaking value of wineries, breweries, distilleries, restaurants, and other establishments, but also called for ensuring alcohol is not an outsized part of Traverse City’s culture. “A healthy drinking culture in Traverse City fosters a joyful, celebratory, respectful, and fun environment for all people who live, work, and play in Traverse City whether or not they choose to drink alcohol,” the plan states, describing an ideal vision shared by community members. “Alcohol is regulated and available to be responsibly enjoyed in moderation and as part of a meal, but is balanced and not centered at every experience, celebration, event, or activity. Safe transportation options are easily available, and businesses and individuals are held accountable for their actions.”

City staff Monday again highlighted the economic development impact of licensed establishments. Liquor licenses can serve as economic drivers through local and state taxes, job creation, revenue generation, culinary and craft beverage tourism, and increased property values and business investment, staff said. Some of those benefits were cited in the city commission’s 6-1 vote to approve a new social district near the intersection of Eighth and Garfield last week that will allow to-go alcohol sales and outdoor drinking in a limited area. DDA Interim CEO Harry Burkholder noted that alcohol sales can make up to 25 to 30 percent of restaurant revenues, making it a “big money generator” for hospitality businesses.

However, overconsumption can also be a significant problem, leading to issues like binge drinking and addiction, public intoxication, and drunk driving. In a recent story on the Healthier Drinking Culture, the Traverse City Business News – sister publication of The Ticker – reported that Grand Traverse County tallied 353 DUI arrests in 2022, the highest of any Lower Michigan county north of Muskegon and roughly the same as the totals from 2021 (352) and 2019 (343). The state’s Behavioral Risk Factor Surveillance System shows that Grand Traverse County outpaces statewide averages for drinking activity, while 65 percent of clients treated by Addiction Treatment Services have a primary diagnosis of alcohol use disorder, according to TCBN.

Many of those issues drove the city to undertake the Healthier Drinking Culture initiative in the first place and prompted the inclusion of short and long-term recommendations in the plan to address alcohol-related issues in Traverse City. Staff Monday shared actions taken by the city since the plan’s adoption, including funding a full-time dedicated downtown police officer. An app connected to that officer allows for instant communication between downtown merchants and police when challenges arise, according to DDA Interim CEO Harry Burkholder, including both alcohol issues and other problems like retail theft. “We’ve seen more and more merchants be added to that app list every year,” Burkholder said.

TCPD Chief Matt Richmond said the city has seen decreased service calls in the 100 block of Union Street since the plan’s passing. Some of that may have been due to the pandemic, but Richmond also said that “some of the bar owners learned how to change their way of business – not necessarily packing the bar to the gills” owing to conversations about the Healthier Drinking Culture. Richmond said he’s working with the city’s GIS department on using crime mapping to identify hot spots in city limits that can be better addressed.

Beyond the dedicated downtown officer, additional police are assigned to downtown during summer months and special events, and a dedicated detective is assigned to the city’s liquor license permit process. The TCPD has also continued annual law enforcement training for conflict de-escalation, another recommendation in the plan. Burkholder said staff have identified locations for more outdoor lighting downtown to create a safer environment, as well as included funding in the 2024/25 budget to install security cameras throughout downtown in partnership with the TCPD. Route restrictions and an 8pm music cutoff for pedicab licenses have also been implemented.

Commissioners said they’d like to have regular updates – at least once or twice a year – on the Healthier Drinking Culture as well as the number and type of liquor licenses in the city, which will allow officials to monitor and address trends. Commissioners agreed they didn’t want to try and put a cap on the number of liquor licenses in specific blocks or neighborhoods of the city, as that can be difficult to implement equitably and can create business monopolies. However, being “disciplined in our monitoring” of licenses can help city leaders more proactively respond to issues, Commissioner Jackie Anderson said. Commissioner Heather Shaw suggested positioning Traverse City as an arts and culture community rather than a “party town” in marketing and promotion.

While some initiatives in the Healthier Drinking Culture plan haven’t come to fruition so far – like establishing criteria beyond basic legal requirements for issuing liquor licenses or creating a “Responsible Hospitality Council” – City Clerk Benjamin Marentette told TCBN the conversations started by the project have still led to positive change, including an increased emphasis on mocktails and other non-alcoholic options at local stores and establishments. Multiple commissioners and staff members repeated that sentiment Monday, praising the diversity of zero-proof options now available in Traverse City.

“It has been exciting to see the number of places that now have mocktails or other non-alcoholic beverages available,” Marentette told TCBN. “And at the city, we’re working to encourage more public events in the community that aren’t alcohol-based. There are still food and wine events, or beer events, but we’re seeing more things that are not at all focused on alcohol. So, I think overall, we’re moving to a place where there is more balance.”