Crowds bustled about Merchants Square last week as Nashville-based singer-songwriter Amelia Day played her distinctive blend of folk-rock music. Concertgoers alternated between shopping and enjoying the concert.
For some of those attending the show, however, a new feature of downtown Williamsburg went unnoticed. Several people said they had never heard of the city’s new Designated Outdoor Refreshment Area (DORA).
DORA, which officially launched June 20, allows adults to purchase and consume alcohol from DORA-approved vendors while they walk around Merchants Square. DoG Street Pub, located on Duke of Gloucester Street, set up a drink stand in front of its building.
“This is our first time doing this,” said DoG Street Pub General Manager Ann Green. “We’re excited to see how things turn out!”
Other local business owners are looking to see how the zone could present new opportunities.
“We’re looking forward to coming up with creative and business-appropriate ways for us to engage,” said Adam Steely, owner of Ily Cafe and Blue Talon Bistro. “We want to make sure that what we do … helps communicate to our customers why they should come downtown and why they should come back.”
The refreshment zone might be new to Merchants Square, but isn’t a new idea, in fact, it’s been in the works for two years. City officials said it took time for the idea to mature with city leaders and business owners.
“It’s a detailed process that involves careful planning and coordination,” said Nicole Trifone, communications manager for the city of Williamsburg. “Part of what contributed to the timeline was the development of a safety plan. These steps naturally take time to get right, as our goal was to create effective and sustainable guidelines for everyone involved.”
DORA is estimated to cost the city $68,520 annually. About $65,520 will pay the salary of the DORA police ambassador, a position designed to provide safety and support to the area. The city allocated $3,000 for the ABC licensing fee and spent $3,200 on signs, window clings and stickers.
The program is on a one-year trial period, after which city officials will determine whether to continue the program.
“We aren’t looking to bring people down to party,” said Steely. “We want you to see how nice and enjoyable it is as adults, for you to wander around and enjoy yourselves for a little bit longer.”
