San Jose economic officials want to allow the sale and consumption of alcoholic drinks outside downtown’s most popular plazas and public streets during next year’s major sports events.
With the economic impact from the 2026 FIFA World Cup and Super Bowl 60 in nearby Santa Clara, the San Jose City Council voted unanimously Tuesday to approve “entertainment zone” designations at six locations within downtown business districts. Sports fans will be able to buy and consume “to-go” alcoholic beverages during World Cup watch parties at San Pedro Street, Post Street, the SoFA district, Little Italy, Fountain Alley and Paseo de San Antonio.
“We’re piloting and focusing on downtown to learn, and then we’ll be able to expand it out to other areas,” Mayor Matt Mahan told San José Spotlight. “But we want to get it right in a few key areas that already are primed for this kind of event.”
Entertainment zones can only be active during permitted special event hours — 8 a.m. to 11:59 p.m. Alcoholic beverages must be sealed in non-glass, non-metal containers and cannot be taken into other establishments.
City officials said they chose the six areas because of their established cultural and commercial identities, concentration of liquor licensed businesses, pedestrian-friendly environments and history of hosting successful special events.
“This flexible approach enhances the city’s ability to support major events, enliven commercial districts and create memorable public experiences that strengthen San Jose’s position as a vibrant destination,” Assistant City Manager Lee Wilcox said.
During the meeting, District 5 Councilmember Peter Ortiz proposed adding East San Jose shopping hubs along Alum Rock Avenue. But Mahan said he didn’t want to expand entertainment zones beyond downtown until they see results from the pilot program. Ortiz said East San Jose communities shouldn’t be ignored in policy discussions surrounding predominantly-Latino sporting events.
“I have no opposition to it,” Mahan told San José Spotlight. “My concern is if suddenly every councilmember wants to have five of these in their district.”
Councilmembers eventually voted to add East San Jose’s future “La Avenida” cultural district to the list of entertainment zones. Additional East San Jose organizers can still have entertainment zone benefits by applying for a special events permit, District 6 Councilmember Michael Mulcahy said.
“I don’t think any of this precludes the Alum Rock from rocking,” he said at the meeting.
SoFA district music venue owner Pete Be said city officials told him and neighboring business owners about the entertainment zones. He said he wants to see the zones activated not just for World Cup watch parties, but for all major sports events to grow San Jose’s popularity as a nightlife destination.
“The mayor is looking for an experienced-based economy, meaning even more bodies in downtown San Jose. I think this is the right way to do it,” Be told San José Spotlight. “We want to make downtown San Jose a premier entertainment district.”
Mahan along with Vice Mayor Pam Foley and Councilmembers Carl Salas, Rosemary Kamei and Mulcahy added the recently-approved “Sharks Way” street to the list of entertainment zones. City officials voted to rename the corner of St. John Street and N. Almaden Boulevard to “Sharks Way” in honor of San Jose’s NHL team that plays at the nearby SAP Center, also known as the Shark Tank.
While city officials also met with Santana Row representatives, the shopping center wasn’t added to the entertainment zones because private property is not eligible.
Senate Bill 969, which took effect Jan. 1, makes such zones possible.
“San Jose is about to be the third city in the state of California to establish new entertainment zones,” Director of Cultural Affairs Kerry Adams Hapner said at the meeting. “When there’s a FIFA World Cup watch party in an entertainment zone, you can buy something in a to-go container from a brick and mortar business, then go back into the entertainment zone to watch the big game on a big screen.”
Contact Vicente Vera at [email protected] or follow @VicenteJVera on X.
