By Justin Saglio, Community Reporter
Shrewsbury –Ski Ward will begin selling alcohol this winter in an attempt to increase its revenue as operating prices continue to rise due to the sluggish economy.
A public hearing for a license for the facility to pour wine and malt beverages was held during the Board of Selectmen's Aug. 23 meeting. After a question-and-answer session, the board voted unanimously to grant Ski Ward the license.
Open since 1939, the facility, located at 1000 Main St., is known for providing lessons to young skiers and snowboarders. Current owners John and Effy LaCroix have owned Ski Ward Inc. for the past 21 years and have since turned the business into a year-round operation.
“The cost of doing business everywhere has skyrocketed,” John said. “The days of doing business three months a year are over.”
Beer and wine will be for sale in the lodge where food and beverages are currently served. By using a bar that will be separated from other concessions, the owners hope to avoid serving alcohol to minors.
“Underage drinking is something we don's take lightly and is certainly something we will not tolerate,” John said.
Employees will be trained in measures including using only clear plastic cups and serving only one alcoholic beverage per customer at a time to further regulate sales, he added.
“This individual has operated this business for 21 years and his family has run it for longer. I certainly understand the challenges of running a seasonal business. I like the idea of self-imposed limitations,” Selectmen Chair James Kane said.
Selectman Maurice DePalo asked for stricter regulations including wrist bands that will be given only to those of the legal drinking age.
“I still have a concern that this is not tightly enough controlled, but I am willing to go along with the rest of the board,” DePalo said.
Recently converted to a year-round operation, Ski Ward representatives expect the newly approved license to increase revenue during the months when the facility is used for outdoor sporting events and functions.
Summer tubing and bicycle racing are among the offerings that owners have employed to bring in off-season business.
“People approach him in the off-season to host golf tournaments and parties, but Ski Ward often can's accommodate them because they don's have a license,” John Ravelli, an attorney representing Ski Ward, said during the hearing.
Ski Ward is expected to appeal to the town's zoning board for a permit that would allow alcohol to be consumed on the lodge's outdoor patio.
“It's just another amenity like snowboard or ski rentals. People come here and they expect us to have alcohol,” John said. “It puts us at a disadvantage, especially to the adult crowd.”
There were no comments or questions from local residents during the public hearing.