Ready to explore DORA? Popular downtown refreshment zone looks to expand

BY BRAD OPPENHEIM

If you’re familiar with downtown Lafayette, you’re well aware of the variety of establishments to eat, drink and explore. To boost the experience even more, the city launched its first-ever Designated Outdoor Refreshment Area (DORA) during the summer of 2024, allowing visitors the freedom to stroll through a designated area of downtown while enjoying their favorite alcoholic drink from participating spots.

The current area, known as the Upper Main Street DORA, spans a single block along Main Street, from 10th to 11th streets, and includes East End Grill, Ripple & Company and The Cellar Wine Bistro.

“This pilot DORA was established in July 2024 at the request of these vendors, who encouraged the city to explore a DORA as a way to support downtown activation and encourage foot traffic,” says Myles Holtsclaw, senior community development manager at the City of Lafayette’s Economic Development Department. “While small and relatively quiet due to its limited size and number of participants, the DORA has been considered successful.”

Holtsclaw says the plan has always included expanding the designated area, but the pilot has served as an opportunity to identify any logistical or operational issues.

“Many downtown businesses expressed interest in participating from the start and have continued to show enthusiasm for expansion,” he says. “While the pilot area was intentionally limited, it served as a stepping stone toward broader inclusion.”

Now, a year later, the city is ready to roll out that expansion, encompassing a much larger portion creased foot traffic has the potential to boost business, not only leading to higher sales and greater visibility for those who sell alcohol, but the broader downtown community. It also makes it easier to include alcohol sales at events—while ensuring those sales benefit local businesses. of Main Street, stretching from Second Street east to 11th Street, including landmarks such as the courthouse square and the area that makes up the Lafayette Farmer's Market.

“Many of the participating restaurants have limited waiting areas, so the DORA offers guests the option to grab a beverage and enjoy downtown while waiting for a table, improving the customer experience,” he says.

The DORA also is expected to help create a more welcoming and adaptable atmosphere downtown, making it easier for organizers to plan and host events. This added flexibility could allow for more events and more regular programming—further making the case for Lafayette’s reputation as a must-visit destination.

Holtsclaw says for businesses within the DORA footprint, increased foot traffic has the potential to boost business, not only leading to higher sales and greater visibility for those who sell alcohol, but the broader downtown community. It also makes it easier to include alcohol sales at events -- while ensuring those sales benefit local businesses.alcohol

As for any concerns, Holtsclaw says some were raised by the public about potential issues such as increased litter, the area becoming a “party environment” and general safety. But following a smooth and issue-free rollout of the initial phase, no public comments were received during either of the readings for the proposed expansion.

“This suggests increased public comfort and confidence in the program’s responsible management,” Holtsclaw says.

Several businesses already are included in the application for the expansion, including Thieme & Wagner Brewery, located near North Seventh and Main streets.

A well-known name in Lafayette, the brewery was originally founded in 1863 by Frederick August Thieme and was located at the corner of Fourth and Union streets, according to the Tippecanoe County Historical Association. The brewery shuttered its doors due to Prohibition, but the family remained in the beer business.

Decades later, David Thieme and his father brought the brewery back to life—reviving the legacy at its current Main Street location.

“We have always believed in filling humanity’s need for socialization and have been blown away by the amount of friendships we’ve helped start and foster in our eight years on Main Street,” Thieme says.

When the pilot rolled out, Thieme says he was cautiously optimistic.

“I really wanted it to include all of downtown and have more structure in how it’s executed,” he says. “But I’m being told there are strides in that direction, which is great!”

He says the brewery has always benefited from being allowed to partake in carry out sales on the beer they brew, but it’ll be nice to now have the option for liquor and wine as well.

“I overall support it but feel currently there aren’t enough regulations to the types of alcohol that can be sold,” says Thieme. “It’d be nice to see the DORA rules on beer limited to beer made in Lafayette only or even Indiana only.”

Down the street near North Fifth and Main streets sits Generation NA, the first non-alcoholic bottle shop to open in the Midwest. Open just over three years now, the establishment specializes in non-alcoholic and functional drinks and different types of adaptogens and nootropics to help people boost energy, focus, sleep and relax, without the hangover.

Owner Rob Theodorow says when the original DORA concept was floated, he didn’t think too much of it since his business was located outside of the boundaries. But once plans for an expansion were up for discussion, and his business would now be located inside of that expanded boundary, he initially wasn’t thrilled.

“However, thinking about it more I feel it’s a great opportunity for us to be part of a mindful consumption effort,” Theodorow says. “Many of our customers still drink, and we are here to let them know they have options. We aren’t anti-alcohol, we are anti-alcohol being the only option for people. We provide a safe space from alcohol for the local sober community and have a unique setup allowing people to have the experience of a liquor store/bar/brewery, without being around alcohol.”

Theodorow says he does anticipate the new area to have an impact on his business.

“We have tables out front that are commonly used by our customers,” he says. “Now that we will be within the footprint I imagine these will also be used by patrons consuming alcohol, which makes it difficult to provide a fully sober/alcohol-free space for us in the community.”

Addressing his initial concerns, he says the city’s economic development team has been very helpful and are even working with Generation NA on signage promoting non-alcoholic options. He says there are pros and cons with everything, and as the expansion is officially put into place, both will be uncovered.

“We have worked hard over the past three to four years to provide something very unique and progressive for the city,” he says. “Our shop brings in a lot of traffic from outside of Lafayette, even outside of Indiana, and drives more business locally. I hope Lafayette realizes the potential we have here and will help us expand the brand deeper into the community and beyond.”

As far as a timeline, Holtsclaw says approval is pending from the Indiana Alcohol and Tobacco Commission, but as soon as they receive the green light, the expansion is ready to be implemented.

For more information regarding hours and guidelines, visit lafayette.in.gov/3641/Designated-Outdoor-Refreshment-Area-DORA ★