Parks & Rec Commission decides to allow beer at Muskrats games

LACONIA — The Parks and Recreation Commission last night granted the request of Noah Crane, general manager of the Laconia Muskrats, to sell beer during the 21 home games played at Robbie Mills Field in the 2012 season.

When Crane first made his request last month Commissioner Rodney Roy moved to approve it, but no one seconded it. "It's done," said Commissioner George Hawkins, serving as chairman in place of Jeff Pattison, who as a member of the advisory board of the Muskrats had recused himself. Last night Pattison reopened the issue by explaining that because no vote was taken at the earlier meeting, Crane's request was still before the commission. Then once again he recused himself from the discussion.

Crane told the commission that beer sales were intended to boost revenues. "After two seasons we've yet to break even," he said. Drawing on the experience of Holyoke and Lynn, Massachusetts, the only franchises in the New England Collegiate Baseball League with beer concessions, he estimated that beer sales would return between $20,000 and $30,000 in revenue. He said that the additional revenue would make a significant contribution toward closing the gap in the $125,000 operating budget.

Crane said that beer sales would be confined to a pavilion constructed beyond the left field fence where fans would have a good view of the diamond without encroaching on the seating for parents and children in the grandstand. By distancing and segregation the beer concession, he said "we can monitor and manage it," stressing that the aim was not to let beer sales detract from the family atmosphere at the ballpark.

The pavilion, he continued, presented an opportunity to upgrade the facility and "add permanency" to the franchise. "We don't want people asking 'are the Muskrats coming back?'" he said. "And we want to invest the facility we call home." The franchise would build pavilion for an estimated cost of $50,000 to $60,000 and once complete, it would become the property of city and, when not serving beer, could be used for other concessions at other events.

Referring to conversations with the commissioners, Crane addressed concerns expressed to him by readily agreeing that there would be no advertising of beer at the ballpark and the commissioners would be welcome to review the concession at least annually and more frequently if they wished. Likewise, if the commission felt the need for a police presence, it would be provided at the team's expense. "We can't have this reflect badly on the rest of our operations," Crane said. "We are open to whatever conditions wishes to place on this."

Councilor Matt Lahey (Ward 2), also a member of the advisory board of the Muskrats and one of four city councilors attending the meeting, told the commissioners that "this team is only going to be here as long as it is financially viable" and assured them that beer sales would be strictly limited to home dates. "We're looking to keep them here," he said.

Ruben Bassett of Burrito Me spoke in support of Crane, telling the commission that his restaurant serves beer without diminishing its attraction to parents with young children. "It's possible to sell beer and maintain a family atmosphere," he said. "We do it."

After speaking against the proposal last month Councilor Brenda Baer (Ward 4) said "I would go along with the sale of beer at this time. We have to do everything we can to keep the Muskrats here." She was echoed by Councilor Armand Bolduc (Ward 6) who said "we should do all we can to them here."

Roy again moved to approve the request. This time Mitch Hamel seconded the motion and offered an amendment stipulating that there would be no advertising for alcoholic beverages as well as that the commission could reconsider its decision if circumstances warranted and would review the design of the pavilion to be built.

Dave Plourde expressed moral reservations while assuring Crane "it's nothing personal," but commissioners Roy, Hamel and Hawkins voted to grant the request.

Afterwards Crane said that he intended to complete the design of the pavilion and submit it to the Planning Board and the commission while seeking the requisite approvals from the municipal licensing board and the New Hampshire State Liquor Commission.

Pleased with the decision, Crane said that he hoped that beer sales would increase attendance as well as revenues. The Muskrats drew an average of 302 fans last summer, less than all but one of the 11 teams in the league, and some 15,000 in the team's first two seasons. He said that "we want to expand our demographic to include the 21 to 35-year-olds," noting that beer sales would draw them to the ballpark while doubting they would come to the ballpark simply to drink.