San Jose is about to transform its downtown entertainment scene with a groundbreaking new policy that will allow alcohol sales and consumption in designated public zones during major sporting events. The City Council unanimously approved creating six entertainment zones where fans can purchase and enjoy alcoholic beverages during events like the upcoming 2026 FIFA World Cup and Super Bowl 60.

The approved locations include San Pedro Street, Post Street, the SoFA district, Little Italy, Fountain Alley, and Paseo de San Antonio. These zones will operate between 8 a.m. and 11:59 p.m. during special events, with strict guidelines ensuring beverages are in non-glass, non-metal containers and cannot be transported between establishments.

Mayor Matt Mahan emphasized this is a pilot program focused on downtown, with potential future expansion. “We’re piloting and focusing on downtown to learn, and then we’ll be able to expand it out to other areas,” Mahan explained. The initiative aims to create vibrant public experiences and boost San Jose’s appeal as an entertainment destination.

Interestingly, the city also added the future “La Avenida” cultural district in East San Jose to the list after discussions about inclusivity. Local business owners like Pete Be from the SoFA district see this as an opportunity to transform downtown into a premier entertainment hub.

This progressive move is made possible by Senate Bill 969, which took effect on January 1st. As Cultural Affairs Director Kerry Adams Hapner noted, San Jose will be the third California city to establish such entertainment zones, allowing people to purchase to-go drinks and enjoy them during watch parties.

The policy represents more than just a drinking regulation - it’s a strategic approach to creating memorable urban experiences, attracting tourism, and revitalizing downtown San Jose’s social landscape. With major sporting events on the horizon, the city is positioning itself as an innovative and dynamic destination.