Six entertainment zones will be established across downtown, including San Pedro Street, Post Street, the SoFA district, Little Italy, Fountain Alley, and Paseo de San Antonio. These areas were selected for their pedestrian-friendly layouts, history of hosting large public events, high concentration of alcohol-serving businesses, and strong cultural or commercial identities.
Within these zones, attendees will be permitted to purchase and consume “to-go” alcoholic beverages during official event hours, from 8 a.m. to 11:59 p.m. Drinks must be served in sealed, non-glass, non-metal containers and cannot be brought into other establishments. These rules are intended to ensure public safety while enhancing the festive atmosphere of major sports-related gatherings.
City officials say the move supports San Jose’s broader goals of revitalizing downtown and encouraging economic activity through vibrant, community-driven events. By piloting the program in areas already equipped to handle public gatherings, the city hopes to generate new momentum for its entertainment and hospitality industries while learning best practices for future expansion.
Though some councilmembers advocated for expanding the program beyond downtown, including into East San Jose’s commercial corridors, city leadership opted to keep the pilot geographically limited to evaluate its effectiveness. As a compromise, a future cultural district in East San Jose, known as “La Avenida,” was added to the approved entertainment zones. Other neighborhoods will still be able to apply for special event permits to receive similar allowances, ensuring flexibility for diverse communities across the city.
Local venue owners and business leaders praised the initiative as a step forward in making San Jose a premier entertainment destination. They noted that these zones can significantly increase foot traffic, encourage community gatherings, and support businesses by turning sports events into broader economic and cultural celebrations.
The city is embracing the idea of an experience-based economy, one focused on drawing people to downtown through shared, engaging public experiences. By enabling fans to enjoy drinks in public areas during marquee events like the World Cup and Super Bowl, San Jose aims to offer a more dynamic and inclusive environment that showcases its evolving urban identity.
With these entertainment zones in place, San Jose is laying the groundwork for a more festive and welcoming city center that not only celebrates sports but also builds lasting connections through community-focused events. As the 2026 events draw closer, city officials and business owners alike are optimistic about the program’s potential to enhance San Jose’s image as a lively and modern destination.
