Three cheers for a satisfied-hour victory for Virginia restaurateurs

That query nagged at me on the latest drive domestic. It changed into at the day Virginia eventually made it prison for eating places to use creative terms to describe satisfied hours, and the instant I learned that my mind despatched me a wordplay invitation. In my mind, all at once I become a restaurateur, writing my glad-hour signs.
“Margarita Mondays” changed into smooth.
“Tequila Tuesdays” was a no brainer. Because I didn’t set the bar high, quickly I had “Wine-ding down Wednesdays” and “On-Tap Thursdays.”
But what could work for Fridays?
It may also appear a daft intellectual exercise, especially seeing that I haven’t any instantaneous plans to open an eating place. But extra preposterous is that if I did personal one in Virginia, I couldn’t have written any of that on a signal outside my commercial enterprise before July 1.
The new “satisfied hour regulation” might also seem stupid, however, its importance goes past pastel-colored chalk on a blackboard.
It is, at its middle, a First Amendment victory. It is set the authorities subsequently recognizing that grown-united states of American cope with listening to the reality, as a minimum in relation to how we select to de-stress after work.
That’s some thing we have to all increase a tumbler too, whether or not yours is full of a cocktail or a mocktail.
The trouble became laid naked in a lawsuit delivered ahead with the aid of Washington-region chef Geoff Tracy, who decided to combat the regulation that became ultimately tossed aside by way of new rules. As of July 1, the brand new law allows Virginia restaurants and bars to apply innovative phrases to describe satisfied hours and to put it on the market what beverages will cost during those time slots.
“Now, expenses and puns are a felony in Virginia,” said Anastasia Boden, the lead lawyer in the in shape filed on behalf of Tracy.
The basis for the lawsuit centered on the argument that because glad hours have been a felony, marketing the truth about them have to be, too.
“The purpose we added the lawsuit become to vindicate a deeper principle, and that is that the authorities can’t censor truthful statistics for paternalistic reasons,” Boden stated. “All during the litigation, the government had argued, ‘We can try this. We are allowed to try this because we assume this is ideal for you.’ ”
Boden, who works for Pacific Legal Foundation, described that as a risky stance whilst carried out greater broadly.
Some states ban happy hours absolutely and others restrict components of marketing them, based totally on the argument that it’s going to reduce alcohol intake and drunken using. But Boden said the evidence doesn’t assist that.
“If you look just across nation traces into Maryland and D.C., it’s now not as in case you see greater site visitors accidents due to alcohol,” she said. And if lowering drunken driving is the goal, she stated, “I suppose there’s a higher way to get at that than through banning speech.”
Tracy, who operates eating places in Maryland, the District of Columbia and Virginia, said he is pleased the restriction is long past.
“I just an idea it changed into ridiculous you couldn’t tell humans Budweisers were 3 dollars,” he stated. He also couldn’t describe satisfied hour beyond those two phrases. “I couldn’t say ‘very glad hour’ or ‘ultimate glad hour.’ ”
Now, he said, if an eating place permits dogs on a patio, it is able to put it up for sale “yappy hour.”
“Virginia has usually been a clearly right nation to do business in,” Tracy stated. “Now, it has become a bit higher.”

He said he has heard from other restaurant proprietors who also are celebrating the exchange. In an email he shared, one wrote, “You don’t know me but I am a restaurant/bar owner in Norfolk Virginia. I desired to thank you to your amazing efforts in helping VA ABC see the mild on the glad hour!”
Boden stated all through the case, which lasted approximately a 12 months in court docket, they heard from commercial enterprise owners, some who had been fined $500 with the aid of the nation’s Alcoholic Beverage Control Authority for advertising their glad hours.
She and Tracy both said they could have preferred to have visible the issue settled in court docket — in place of via law — so they may have set a legal precedent, however, both expressed satisfaction that Virginia, in the long run, did the proper factor.
Tracy stated it’s just unfortunate it didn’t come faster.
Ten days before the regulation went into impact, he closed his Tysons restaurant, Chef Geoff’s, which become named inside the lawsuit. The rent expired on that day, and he had decided in advance now not to resume it.
“That changed into bittersweet,” Tracy said. “If it was there, we would’ve needed to have had some type of celebration.”
If the restaurant had remained open, Boden said, she “would have cherished to have seen” the glad-hour description Tracy got here up with.
I might have, too. I haven’t any doubt it’d have been an awful lot extra clever and patron-appealing than what I idea up in my vehicle that night.

Johnny J. Hernandez
Zombie aficionado. Beer practitioner. Coffee geek. Total alcohol maven. Freelance reader. Spent the better part of the 90's creating marketing channels for trumpets in Jacksonville, FL. Spent a weekend working on chess sets in Mexico. Spent a weekend creating marketing channels for Magic 8-Balls in Hanford, CA. Spoke at an international conference about developing inflatable dolls in Las Vegas, NV. Had some great experience importing muffins in the UK. Had a brief career getting my feet wet with crayon art in Pensacola, FL.