Majestic 10 Seeks Liquor License to Boost Revenue
Williston Movie Theater Seeks to Boost Revenue with Beer and Wine Sales
WILLISTON, Vt. — The majestic 10 movie theater, one of only two remaining in Chittenden County, is hoping to quench its financial woes with a new offering: beer and wine. Owner Merrill Jarvis, who recently shuttered The Roxy in burlington and Palace 9 in South Burlington, presented his proposal to the Williston Select Board on Tuesday.
“The theater business has been really tough the last four years,” Jarvis explained. “It’s a struggle across the country, and theaters are finding extra revenue from serving beer and wine.”
Jarvis’s plan differs from a previous attempt to sell alcohol at the theater, which only allowed consumption outside the screening rooms. This time, he envisions patrons enjoying their drinks directly inside the theater, served in plastic cups after being carded and given wristbands.
While the Select Board expressed interest, they need more time to purposeful before making a decision. Jarvis declined to comment further as the process continues.
The board is scheduled to vote Saturday morning, and if approved, Majestic 10 could be pouring beers and wine before the new year.
“Our average processing time for liquor licenses is currently 18.5 days,” said Skyler Genest, Senior Director of Licensee operations at the Department of Liquor and lottery.”The majority of licenses are issued within that timeframe, but it can vary depending on the applicant’s responsiveness.”
majestic 10 Hopes to Turn Tide with Beer & Wine Sales
Williston, VT – Faced with dwindling revenues, the Majestic 10 movie theatre is aiming to bring a new offering to its patrons: beer and wine. Owner Merrill Jarvis, who recently closed the Roxy in Burlington and Palace 9 in South Burlington, presented his plan to the Williston Select Board on Tuesday.
Jarvis cited the challenging landscape of the theater industry, stating, “The theater business has been really tough the last four years. It’s a struggle across the country, and theaters are finding extra revenue from serving beer and wine.”
Unlike a previous attempt to sell alcohol, which limited consumption to outside the screening rooms, Jarvis’s new proposal envisions patrons enjoying their drinks directly inside the theater.
The Select Board expressed initial interest but requires more details before making a decision. Jarvis declined to comment further while the process unfolds.
A vote is scheduled for Saturday morning, and if approved, majestic 10 could be serving beer and wine before the new year.
Skyler Genest, Senior Director of Licensee Operations at the Department of Liquor and Lottery, stated that “Our average processing time for liquor licenses is currently 18.5 days.” however, he noted that processing time can vary depending on the applicant’s responsiveness.