JANESVILLE As music drifted from the pavilion during Tuesday nights Music at the Marv concert, people gathered along both sides of Main Street, some with drinks in hand as they wandered between businesses, listened to the band and settled into patio tables.
For the first time during the weekly concert series, visitors could purchase alcoholic beverages from participating downtown businesses and carry them throughout Janesvilles new Designated Outdoor Refreshment Area, or DORA.
Its a designated section of downtown where people can buy alcoholic beverages from participating bars and restaurants and consume them outdoors within clearly marked boundaries like local stores with signs posted. Drinks must be served in specially marked cups from participating businesses and cannot be brought in from outside the district.
Across the street from the pavilion, where Music at the Marv sells its own alcoholic beverages inside the event, Kristin Wagner, Milissa Rick and Sheri Thomsen sat outside The Sandwich Bar, sipping drinks, talking and listening to the music echo across the street.
Thomsen said they had been spending the evening downtown and wanted to support the Neeno family, who operate The Sandwich Bar and The Lark Market.
Rick said she feels that this is a good idea for the downtown area because it gives people more reason to visit.
Its a beautiful downtown area and what better way to enjoy a day then to grab a couple of drinks and listen to some good music, she said.
Inside The Sandwich Bar, bartender and server Erin Beaser said Tuesday was one of the busiest nights since the city launched the DORA. The evening marked the first Tuesday the ordinance was in effect during Music at the Marv.
She said demand was so strong they ran out of stickers used to mark the special DORA cups because so many people were ordering them.
A few blocks away, Shelly Henschler has been watching the changes from inside Reverie Dry Goods, her boutique at 19 N. Main St.
Shes one of several retailers who have placed DORA-friendly window clings on their storefronts, letting customers know theyre welcome to browse while carrying a walking cocktail purchased from a participating business.
Henschler said Thursday the DORA patrons she sees tend to be older. Most are in their 40s or 50s, something she didnt initially expect. Shed first assumed younger patrons would be drawn to a DORA.
Regardless of demographics, Henschler says what shes seeing has encouraged her.
Henschler thinks the downtowns DORA so far has drawn patrons who treat the amenity of drinks on the sidewalk not as a focal point, but instead as an accent to a growing range of activities downtown.
It seems European to me. I mean that I think in some ways, as Wisconsinites, were led to believe that when people go out for a drink, theyre bound to overconsume. But this seems to be setting a different tone, Henschler said.
Its saying You know what? Actually, we can have one drink and enjoy it, and walk somewhere and see something, and have a nice time. I think its flipping the narrative around.
The atmosphere has also changed the way she operates her business.
Henschler has been staying open a few hours later on some nights. Last week, she remained open until eight. She said the extra hours have brought in some new patrons, some with walking cocktails.
Ive had other businesses come in on these nights when Ive tried staying open late, and theyve said, Hows it going? I tell them what Im seeing. Since the DORA started, Ive stayed open later on Thursdays and its been steady. The vibe down here has been great.
This summer, Henschler said shes noticed a different mix of people walking past her storefront. Familiar local faces now mingle with visitors staying in the growing number of Airbnb lofts above downtown businesses.
At one point, two women in evening sundresses and a man in snappy summer wear strolled past the shop. Henschler recognized them as Airbnb renters staying in a nearby loft.
She said amenities like the DORA are creating a more open spirit for ideas and encouraging businesses to think differently about downtown.
Earlier this month, she looked out her front window and watched North Main Street transform during an outdoor music event hosted by a nearby bar.
Customers carrying drinks wandered between restaurants while waiting for tables. Others ducked into shops before returning to the sidewalks, where live music and conversation filled the evening air.
There were tables outside and waiters and waitresses were serving tables with a stage set up both facing the patio and away from the patio, Henschler said. There were people everywhere. I thought, Im staying open for this. Im not going home. Theres no way Im going to miss this.