Alcohol Licensing Advisory Committee Meeting - July 7, 2026

This meeting of the Alcohol Licensing Advisory Committee (ALAC) was held on Tuesday, July 7, 2026, at 8:00 AM in the Council Chambers. The committee reviewed two new license applications, an operator's license appeal, and received staff reports including an update on the Downtown Outdoor Refreshment Area (DORA). All seven members were present. The following summarizes the proceedings.

Consent Calendar

• Approval of Minutes: The minutes from the June 2, 2026 ALAC meeting were approved unanimously by voice vote.

Public Comments & Testimony

• No members of the public spoke during the public comment period or during the public hearings for the license applications.

Discussion Items

• Original Application – Children's Museum of Rock County (100 W. Milwaukee St.): Christopher Tron Seeley (Operations Director) and Kent Anderson (Executive Director) presented a request for a Class B intoxicating liquor and fermented malt beverage license. The license is intended for adult-only fundraising events (e.g., museum rentals, galas) held after hours, with fewer than six events planned per year. Alcohol would be stored in a locked, badge-accessible area. The museum does not plan to host weddings for at least two years. Committee member Riley asked about a grab-and-go format and underage access at weddings, but applicants clarified that alcohol would be served only at catered events and not available for takeaway. Chairperson Miller noted that similar models exist at other Wisconsin children's museums. A voice vote approved the license unanimously.
• Original Application – Racine Gas Mart (1533 E. Racine St.): Jess Breekill, representing the new owner, applied for a Class B beer-only license. The property (former Wirtz gas station) will be remodeled into a convenience store/gas station; beer will be sold in locked coolers and displayed in a locked cage after hours. The applicant stated a zero-tolerance policy for underage sales. The police department had no concerns. The committee approved the license unanimously by voice vote.
• Operator's License Appeal – Madelyn Schumacher: Ms. Schumacher appealed the denial of her operator's license, which was rejected by the police department due to omission of a criminal record. On her application, she left blank the section asking for any arrests, convictions, or citations in the last five years; she later acknowledged two traffic citations and one possession charge from 2023. She stated she misunderstood the question and did not intentionally omit the information. The committee debated the appeal. A motion to deny the appeal and uphold the denial was passed with a roll call vote: 4 in favor (Nino, Bumpus, Knox, Riley), 2 opposed (Sickich, Strums), and 1 abstention (Chairperson Miller). Ms. Schumacher was informed she may reapply to the city in six months, apply for a state license at any time, or appeal to the city council.

Staff Reports

• Police Department Incident Report: No new incidents or concerns to report regarding licensed establishments.
• City Clerk's Alcohol License Quota Report: Following approval of the Children's Museum license (pending council consent), the city will have four quota licenses remaining. No significant inquiries were noted.
• Temporary Licenses Issued: No unusual activity reported.
• Follow-up on Licenses with Conditions: No updates.

Committee Comments – DORA Update

• Committee member Knox reported that the Downtown Outdoor Refreshment Area (DORA) launched on Thursday, June 25, 2026. Initial feedback indicates strong foot traffic and no reported incidents. The BID marketing task force continues to work with participating retailers and JPD to ensure smooth operations.

Key Outcomes

• Approved new Class B liquor license for Children's Museum of Rock County (unanimous).
• Approved new Class B beer license for Racine Gas Mart (unanimous).
• Denied operator's license appeal for Madelyn Schumacher (4-2-1).
• Motion to adjourn carried unanimously.