West Mall 7 looks to sell beer, wine during movie showings

Movie-goers at the West Mall 7 Theater could soon be able to enjoy a beer while taking in a show.

The southern Sioux Falls cinema is applying for a beer and wine license through the city's licensing office.

Owner Todd Fragor said he'd like to dedicate some open floor space between the theater box office and the concession stand for a beer and wine kiosk.

"A lot of theaters in other markets are offering that to their customers, and we're seeing an increased need for that, so we're going to test the waters," he said.

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Sioux Falls Licensing specialist Jamie Palmer said West Mall 7 meets all the necessary zoning requirements to be eligible to sell alcohol on its premises, but the ultimate decision will be the City Council's.

If approved, West Mall 7 would be the only movie theater in Sioux Falls to offer alcohol to its patrons, Palmer said.

"They went through the same channels as anyone else as far as making sure the property is suitable," Palmer said. "Now it’s up to the council if they want to approve it."

Councilors on Tuesday afternoon said they're open to the possibility of allowing a movie theater to add beer and wine to its menu, but only if the business can demonstrate an ability to keep it out of the hands of minors.

That's not unlike the hurdles they put before any applicant for an alcohol license, Councilor Pat Starr said.

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"I'll be interested in their security plan," he said. "Alcohol is like most things in that it just needs to be well regulated."

Frager said alcohol wouldn't be available to purchase until 4 p.m. each day to minimize exposing families to alcohol consumption. Anyone attempting to purchase alcohol would need to show identification to prove they are of legal age, and patrons older than 21 would be given a fluorescent-colored wristband that could be easily seen in a dark theater.

"We think there’s opportunity there, but obviously if we open this up, and it's not used much or if it creates more of a headache than it's worth, it won't last long," he said. "If it creates any problems, we'll reevaluate."

The Council is expected to take up the application at its April 3 meeting.