Alcohol sales fail taste test at Coeur d'Alene farmers market

Alcohol sales in a pilot program at the Fifth Avenue Farmers Market didn’t add up for the Coeur d’Alene Downtown Association. 

“The amount of work that went into it and the return was just not there,” said Emily Boyd, DTA executive director, Tuesday.    

She said the association would not be pursuing the program next year. 

“It was just too much of an expense for the market to do it,” Boyd said. 

The City Council earlier this year approved a DTA request for a pilot program to allow open containers of beer and wine for the final four weeks of the farmers market starting in September. 

According to an association report, the move was expected to boost sales, attract more visitors and “create a vibrant and enjoyable atmosphere.” 

But several measures, including security personnel, fencing for an enclosed perimeter, labor and supplies totaled around $3,500 for the four-week run, while alcohol sales came in at less than $1,500. 

“Under the current requirements for security, fencing and labor, it is financially unfeasible for DTA to continue,” according to a program summary presented to the City Council.

Police Chief Lee White previously expressed concerns about the program and told the City Council alcohol was a problem for police in the downtown area.

Boyd said while she understood the security requirements requested by police, it changed the atmosphere of the open-air, free-flowing, family-friendly market. 

Those who bought beer or wine could not cross Sherman Avenue to access the other half of the market until they finished their drink. That led to some “chugging” it. 

"The issue is people not being able to move from either end of the market and are essentially trapped with their beverage only shopping one end of the market," said one vendor in the summary.

"The ability for patrons to cross the street with the open container is a must," wrote another vendor.

A vendor survey found that most did not have any issues with customer behavior during the pilot program, and 80% said they saw either an increase or no change to sales. 

An evaluation found the pilot program with open containers was a nice offering but wasn’t the right fit. 

“It didn’t have the feel we wanted it to be,” Boyd said. 

Renata McLeod, city municipal services director, told the City Council there were no alcohol-related incidents at the market during the trial run that required a police response. 

“That was one of the positive takeaways,” she said. 

Councilor Kiki Miller credited Boyd and the DTA for their work.

"You put forth a great effort to give it a try and came up with real sound evidence about the whole program," she said.

Boyd said they might propose it down the road for specific events.

“This trial provided valuable insights into the potential benefits and challenges of allowing open containers in the Downtown Coeur d’Alene corridor for special events in the hope that this could be expanded to other downtown events,” according to the program summary.