Edmonton's 'Seventy Gr8 Ave' Entertainment District Proposal Moves Forward

A vibrant new entertainment district is brewing just south of Whyte Avenue in Edmonton, as city officials consider designating a specific city block for public alcohol consumption under provincial regulations. The proposed district, dubbed "Seventy Gr8 Ave," would stretch across 78 Avenue between 99 Street and 100 Street, transforming an area already known colloquially as "Happy Beer Street" into a designated entertainment zone.

Provincial Framework Enables Public Drinking District

Under the Alberta Gaming, Liquor and Cannabis Act, municipalities have the authority to designate specific areas as entertainment districts where alcohol consumption in public spaces is permitted during road closures. This legal provision forms the foundation for Edmonton's current proposal, which received a formal report at city council's executive committee meeting on Wednesday, February 11, 2026.

The targeted area currently hosts three microbreweries within the immediate block, with a total of seven watering holes in the surrounding vicinity. This concentration of alcohol-serving establishments makes the location particularly suitable for the proposed entertainment district designation.

Strong Community Support for the Proposal

Prior to reaching the committee stage, the entertainment district proposal underwent a comprehensive online public consultation from June 16 to July 6. The response was overwhelmingly positive, with 87 percent of the 1,484 respondents expressing support for the initiative. Supporters highlighted several anticipated benefits:

Creation of a vibrant pedestrian-friendly space
Enhanced support for local businesses
Reduced bureaucratic hurdles for community events
Increased opportunities for community engagement

Etianne Lecours, engagement manager for Shiddy's Distillery and Sea Change Brewing, emphasized the practical advantages: "Over the last year we've had multiple events that were extremely well received. We hosted our birthday celebration there and attracted over 6,000 attendees. However, the current bureaucracy makes hosting such events extremely difficult and limits how frequently we can organize them."

Addressing Community Concerns with Specific Regulations

While the proposal enjoys substantial support, some community members expressed reservations during the consultation process. Primary concerns included:

Potential consequences of public alcohol consumption
Risk of increased noise during late-night events
Loss of parking space in the area

To address these concerns, the proposed district would implement several specific regulations:

A mandatory closing time of 10 p.m. for the entertainment district
Alcohol service restricted to licensed establishments or their patios after 9 p.m.
Security personnel stationed to monitor patrons entering and leaving the area
Additional bike racks and sanitation stations provided during events
Family-friendly entertainment requirements
Mandatory non-alcoholic beverage options at all establishments

Business Community Enthusiastic About Potential

Local business owners have expressed considerable enthusiasm for the proposed entertainment district. Cole Boyd, co-owner of Bent Stick Brewing, explained the potential benefits: "Having access to the entertainment district allows us to engage with different community groups. It enables us to interact with various segments of the community and utilize the entire street as a gathering place for people to meet and socialize."

If approved, the district would streamline event organization for businesses, eliminating the need for special permits or fencing for outdoor events. However, specific regulations would apply:

All alcohol must be purchased from businesses within the district
No outside liquor would be permitted
Businesses would retain responsibility for all aspects of their events
The city would maintain final approval authority for public events

Boyd revealed that the first planned event would be an adult book fair hosted by Audreys Books, while Lecours mentioned that Mile Zero Dance studio has expressed interest in collaborating on community events. The proposal represents a significant step toward creating a more dynamic and accessible entertainment space in Edmonton's evolving urban landscape.