Naperville’s ban on happy hour deals should be lifted, commission says

Bottoms up, Naperville.

Restaurant and bar patrons may once again get to enjoy a discounted mid-afternoon cocktail or beer if the Naperville City Council approves the Naperville Liquor Commission’s unanimous recommendation Thursday that restrictions on happy hour drink specials be removed.

New guidelines proposed for happy hours would mirror state regulations with the caveat that discounted drinks must end at 7 p.m. instead of the state’s cut-off time of 10 p.m.

“We’re at a competitive disadvantage with our neighboring communities that allow happy hour,” said Kevin Reed, vice president of operations for Biaggi’s Ristorante Italiano and Ancho & Agave.

In February, Reed said he watched a couple walk into Ancho & Agave in Naperville and ask what happy hour specials the restaurant offered. When the restaurant informed the couple that they were not permitted to offer special alcoholic deals due to local restrictions, the couple was displeased.

“They said, ‘OK, guess we’re going to Plainfield,’” he said.

He added that while Ancho & Agave and Biaggi’s in Naperville does offer happy hour food discounts, being able to offer discounted drinks as well would likely increase revenue at both locations by as much as 13%.

Reed wasn’t the only one in favor of loosening the city’s restrictions. Multiple people, some of whom do not work directly in the restaurant industry, spoke in favor of the change.

Monica Conners, president of the Naperville Development Partnership, said the competition is particularly fierce for restaurants that border other communities. The local law hurts them, she said.

“A lot of our chain restaurants actually can’t come today because they’re part of a national corporation, but they’ve expressed challenges because we’re one of the few communities nationally that don’t offer happy hour,” Conners said, speaking on behalf of Dine Naperville. “So, from a marketing perspective, it’s really difficult for them to manage the marketing programs that are coming out for their brand.”

John Zydowicz, general manager for Davanti Enoteca, said many of the customers coming to his restaurant between 4 and 6 p.m. are over the age of 40, meaning the likelihood of younger people abusing happy hour deals is low.

“Everybody from Naperville already knows our laws. The people who come in looking for happy hour are disappointed and walk away,” Zydowicz said. “They don’t buy anything because there’s no liquor and they’re holding the restaurant responsible.”

Happy hour promotions were against the law in Illinois from 1989 to 2015, when Gov. Bruce Rauner signed legislation allowing them to return with restrictions, including a limit on promotional times to four hours per day and 15 hours per week and a ban on volume specials like two drinks for the price of one.

Although the state ban was lifted more than a decade ago, the Naperville Liquor Commission voted in 2017 to keep the city’s ban on happy hour drink specials in place. At the time, the city was still grappling with how to control alcohol-related incidents, Commissioner Steve Chirico said.

“We were having a lot of issues in our downtown. Things got out of control,” Chirico said.

Following some incidents, the city implemented restrictions to help curb alcohol-related trouble, including a ban on allowing patrons to enter or re-enter a bar or restaurant or buy shots in the hour before closing.

When the commission revisited its happy hour prohibition in 2017, Naperville was starting to get a handle on its alcohol issues. The commission was worried that lifting the ban would undo what had been accomplished.

Restaurant managers Thursday argued that since then, there have been changes that have allowed people to enjoy happy hours more safely. Rideshare services like Uber and Lyft have become more popular, and technology through which restaurants can check IDs has improved.

Liquor commissioners agreed.

“I would be very comfortable supporting a recommendation to adopt the state’s guidelines for happy hour,” Chirico said. “I think it makes sense at this point. … I think some of the concerns we had in Naperville have been remedied with the rules we’ve put in place.”

The Naperville council will make a final decision on the issue at a future meeting.

cstein@chicagotribune.com