Virginia travel association hoping to expand happy hour, substance abuse advocacy group says it could be a safety issue

RICHMOND, Va. (WRIC) -- Virginia residents can now take a shot at extending happy hour at their favorite bar.

Right now, Virginia law requires reduced-priced alcoholic drinks to stop being sold at nine p.m. But the Virginia Restaurant, Lodging and Travel Association (VRLTA) is asking Virginia ABC to extend happy hour to midnight.

Chesterfield’s Substance Abuse Free Environment (SAFE), an advocacy group for laws and policies that reduce substance abuse, said this three-hour change could affect public safety. But for VRLTA, expanding happy hour could attract customers and benefit local businesses.  

Happy hour is a century-old term that’s inspired hit songs and maybe gets some through the work week. But since the pandemic, customer trends and alcohol consumption have changed.  

“We are finding a consumer now that is not as eager for late night entertainment as perhaps they were before the pandemic, and using a happy hour as an opportunity to attract customers is going to help our members keep their doors open," director of government affairs with VRLTA Tommy Hebert said. 

On top of that, back-end costs to run a restaurant or bar are rising all at once. 

“That’s food, labor, energy, natural gas, credit card swipe fees. Just about everything is going up," Herbert said.

Not everyone agrees expanding the drinking special is a good idea.  

“Extending the hours past the nine p.m. currently, is going to more likely raise the number of alcohol-related crashes," executive director of SAFE Kathy Reed told 8News.  

According to the Department of Motor Vehicles, since 2000, alcohol-related crashes have been cut nearly in half. There were 11,085 in 2000. In 2024 there were 6,767.

But data also shows the most common time for an alcohol-related crash is between 9 p.m. and 11:59 p.m.-- the exact time window VRLTA is hoping to open.

“There’s other ways restaurants can make money and not put the public at risk," Reed said.  

The public comment period is open until November 11. You can weigh in here.

Within 90 days, Virginia ABC will grant, deny or amend the request to change the time.

One anonymous commenter offered another method to draw people to restaurants.

"There is no reason to jeopardize recent improvements to public safety," they wrote. "Perhaps specials on food items might achieve the same aims to improve restaurant profits while preserving public safety." 

Those in favor of an expanded happy hour say the explosion of ride-share apps and drunk driving awareness makes now the right time.  

Sarah White, who wrote they own and operate four restaurants, emphasized this point and said it would benefit the economy.

"With the rise of Uber and Lyft in addition to taxis, public transit, and walkability, there are so many ways to get home should you need to, but the reality is, people just don't drink as much as they used to," White wrote. "When you add the wide spread training for staff to prevent over service, this one seems like an easy win win. The state gets more revenue and the restaurants get more sales."