This weekend, an internationally known event came to Santa Rosa County. Tough Mudder tested its participants physically and mentally, sending them belly-down through mud, ice water, tear gas, and electric wires. A rough estimate said over 5,000 were in attendance to watch and run in the first Tough Mudder event of this season. People came from as far as California and Canada for Saturday’s run. Normally, the event covers both Saturday and Sunday. However, Tough Mudder offers beer during the event and Santa Rosa County ordinance chapter 3, article I, section 3-1 prohibits alcohol sales on Sunday. Will Tough Mudder return again next year if participants can only run one day? I don’t know the answer to this question about the economic impact on the county, but I think it’s safe to say it was better for Santa Rosa County that Tough Mudder brought the world here than not.
Personally, I don’t drink. Some would call that admirable; others might say I’m afraid to let go. I think they’re probably both right. I can have fun without a drink, but I also don’t begrudge anyone who wants one. What does my attitude on alcohol have to do with Tough Mudder and Santa Rosa County? I want you, dear reader, to know when I say a highly restrictive alcohol policy stymies business growth, it’s not because I want to get hammered every weekend.
I can understand people wanting to keep alcohol sales and consumption low. Alcohol lowers inhibitions and increases the chances for fights and other poor decisions. Besides, there are all kinds of business that don’t require alcohol to function. However, I think making a local economy thrive, especially an area like downtown Milton, will be difficult without a more flexible alcohol policy. A county, a city, can resist alcohol, but this is the price it accepts.
Alcohol doesn’t have to mean brawling and drunk driving accidents increasing…but these are possible risks. If managed well by businesses, officials, and law enforcement, I think the county could increase cash flow allowing more alcohol without reducing to debauchery. Weekend long events like Tough Mudder would be possible. Classy, high-end bars could find a home in the area. Santa Rosa County proved it can entice the global phenomenon that hit it Saturday. Maybe if Tough Mudder had two days to send runners through the mud the company may be more tempted to come back next year. These talks are already underway. One perspective was private business negotiating with private property owners. However, local government still has a role in making the county more hospitable to businesses, be they global mud runs, or hotels, that offer their patrons drinks during a whole weekend getaway. Santa Rosa County is in the spotlight now. Other counties, other businesses will look to see what we do with the exposure we’ve been given.
This article originally appeared on Santa Rosa Press Gazette: The price of choice