Milpitas: BevMo! gets OK to relocate to Town Center


BevMo! might be allowed to relocate from the Nice Mall to a much bigger, extra seen area within the former Mervyn’s constructing in City Middle.

The Milpitas Planning Fee voted 6-zero on Nov. 29 to approve a conditional use allow for off-sale common, on-sale beer and wine and academic tasting licenses for the liquor chain’s proposed new retailer at 749 E. Calaveras Blvd.

“The challenge proposes no exterior modifications to the constructing, landscaping or the parking,” Adrienne Smith, an affiliate planner, stated previous to the panel’s vote.

Metropolis employees stories state the corporate’s deliberate suite is 14,four hundred sq. ft and its flooring plan will embrace a big gross sales space, in addition to a stockroom, storage, checkout space and a devoted area to host educational tastings.

In response to metropolis employees studies, the shop will transfer from its present location at 1210 Nice Mall Drive to get more room, greater visibility and a greater location for patrons. BevMo! requires 15 to twenty staff and anticipates most of them will switch from the prevailing location.

The proposed hours of operation for the brand new retailer can be from 9 a.m. to 10 p.m. Monday by means of Sunday. BevMo! requested permits to permit for 3 separate kinds of liquor licenses administered by the California Alcohol Management Board (ABC).

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License Type 21 (off-sale general) authorizes the sale of beer, wine and distilled spirits for consumption off the premises where sold. License Type 86 (instructional tasting) is issued to the holder of licenses that authorize the tasting of alcoholic beverages to be sold from the off-sale premises on a limited basis, city reports state.

Also, License Type 86 requires physical separation from the off-sale premises while tasting is taking place and generally requires the participation of a specifically-authorized manufacturer or wholesaler licensee.

License Type 42 (on-sale beers and wine public premises) authorizes the sale of beer and wine for consumption on or off the premises where sold, city staff reports state.

“The applicant will later be applying for a building permit for interior tenant improvements,” Smith said.

She added BevMo!’s proposed alcohol sales “will serve to augment the overall commercial diversity of the Milpitas Town Center and as designed will have no detrimental or injurious impacts” on the surrounding mix of commercial and residential areas.

“The nearest residences are approximately 420 feet away,” Smith said. “The nearest school is 0.7 miles away.”

She noted there will be no sale of alcohol after 11 p.m.

“The consumption of alcohol will be wholly contained within the building’s interior,” Smith said.

The project will also allow job retention for employees currently at the Great Mall BevMo!, she added.

Greg Endom, a senior vice president of development for BevMo!, told commissioners the approval would allow the business to relocate to a larger place in an area already surrounded by retail and supermarkets. The store at the Great Mall opened eight years after the Concord-based company was founded.

Noting the old store is 10,800 square feet, Endom said BevMo! realized that regional malls such as the Great Mall were not the right place for folks to purchase alcoholic beverages.

“People buy their everyday alcohol at their local supermarket because they’re there three times a week,” Endom said, adding that customers who want to purchase alcohol and related items for special events, weddings or as gifts tend to shop at BevMo! “They’ll also buy it at Costco or another large format store where they’re buying it in quantity.”

Endom said people shopping at regional malls “do not have the mindset to shop for perishable items or to buy alcoholic beverages.

“So now with the company having 165 stores, we have a database of about 5 million of our customers, we better understand where they shop and where they want to go,” Endom said, noting the new location would be more convenient for customers. “It keeps us very much in the center of that area.”

Meanwhile, Endom said the Great Mall should be able to quickly lease the space that’ll be left behind.

“So (BevMo!’s) departure is not going to create any harm and in fact they will probably have the space filled very soon,” Endom said.

He added the larger Town Center BevMo! will have a bigger selection, larger aisles and lower fixtures and provide a “more upscale, specialty shop” environment.

“Not the warehouse-type rack that you’ll see now at the Great Mall store,” Endom said.

He noted the new store will offer more than 3,000 wines, 1,000 kinds of spirits and about 1,000 brands of beer as well as snacks, lemons, limes and candy.

“Things that go with entertaining and gifting,” Endom said.

Under commissioners’ questioning, Endom said the company strictly checks buyers’ ages.

And the beer and wine tastings are done by appointment-only, about twice a week, he added.

“One is on Friday for maybe a maximum of two hours. One is on Saturday evening,” he said, adding tastings are an accessory part of the business. “Not a predominant part of our business.”

Commissioner Evelyn Chua thanked BevMo! representatives for keeping their business here.

“Milpitas is an important city and an important town for us,” Endom replied.

The new BevMo! will join other uses at the former department store site. Chief Building Official Keyvan Irannejad has confirmed that a 24 Hour Fitness Gym intends to locate at the same site.

Commissioners Zeya Mohsin and Demetress Morris were absent from the Nov. 29 meeting.



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