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Grand Rapids committee approves liquor license for Amway Stadium

Grand Rapids committee approves liquor license for Amway Stadium

Rule Changes Grand Rapids, MI local

Class C Resort License heads to state review ahead of March 2027 opening

October 6th, 2026: Committee approves liquor license for Amway Stadium

Overview

Updated Oct 13

Grand Rapids' new soccer stadium moved a step closer to serving alcohol. On Oct. 6 the city's Committee of the Whole approved a liquor license for Amway Stadium, letting the 8,500-seat venue sell beer, wine, and spirits.

The license now goes to the Michigan Liquor Control Commission for final review. It's a routine but necessary step for the stadium, which hosts its first match on March 19, 2027, when AC Grand Rapids plays its home opener. The license is for SMG Food and Beverage LLC and the Grand Rapids-Kent County Convention and Arena Authority, at 230 Winter Avenue NW.

Why it matters

If the license clears state review, Amway Stadium can sell alcohol when it opens in March 2027.

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Key Indicators

8,500
Stadium capacity
Seats at the new Amway Stadium in downtown Grand Rapids.
$33M
Amway naming rights gift
Lead gift from Amway for stadium naming rights, announced November 2024.
March 19, 2027
Home opener
AC Grand Rapids' first match at Amway Stadium, the first soccer match at the new venue.
Class C Resort
License type
Michigan license allowing beer, wine, and spirits sales on premises.
4,000+
Season-ticket deposits
Deposits for AC Grand Rapids' inaugural season as of July 2026.

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People Involved

MN
Michael Nelson
President and CEO, Amway
Led Amway's $33M naming rights pledge
RB
Rosalynn Bliss
Mayor of Grand Rapids
Supported the stadium project
TW
Tom Welch
Co-chair, Grand Action 2.0; Region President, Fifth Third West Michigan
Helped lead stadium fundraising
 Darrius Barnes
Darrius Barnes
President, AC Grand Rapids
Leads the MLS NEXT Pro team

Organizations Involved

Grand Rapids-Kent County Convention/Arena Authority
Grand Rapids-Kent County Convention/Arena Authority
Public authority
Owner and operator of Amway Stadium

Public authority that owns and operates Amway Stadium, Van Andel Arena, DeVos Place, and the Acrisure Amphitheater.
FB
SMG Food and Beverage LLC
Food and beverage operator
License applicant for Amway Stadium

Food and beverage operator for Amway Stadium, listed on the liquor license application.
Michigan Liquor Control Commission (MLCC)
Michigan Liquor Control Commission (MLCC)
State regulatory agency
Final reviewer of the liquor license

Michigan's state agency that reviews and approves liquor licenses.
City of Grand Rapids
City of Grand Rapids
Municipal government
Approved the license locally

Local government that approved the liquor license and forwarded it to the state.
AC Grand Rapids
AC Grand Rapids
Soccer club
MLS NEXT Pro team; home opener set for March 19, 2027

MLS NEXT Pro team that will play at Amway Stadium.

Timeline

November 2024 March 2027

6 events Latest: October 6th, 2026 · 1 month ago
Tap a bar to jump to that date

  1. AC Grand Rapids home opener at Amway Stadium

    Upcoming Milestone

    AC Grand Rapids plays its first match at Amway Stadium on March 19, 2027, the first soccer match at the new venue. The opponent has not been announced.

  2. Committee approves liquor license for Amway Stadium

    Latest Regulatory

    City's Committee of the Whole approves Class C Resort License; forwarded to MLCC for final review.

  3. Home opener date announced

    Milestone

    AC Grand Rapids announced its home opener at Amway Stadium will be March 19, 2027, the first soccer match at the new venue.

  4. AC Grand Rapids passes 4,000 season-ticket deposits

    Milestone

    The club said it had surpassed 4,000 season-ticket deposits for its inaugural season, less than a month after deposits went on sale June 3.

  5. Amway Stadium breaks ground

    Construction

    Crews break ground on the 8,500-seat stadium at 230 Winter Avenue NW.

  6. Amway pledges $33M lead gift

    Funding

    Amway secures naming rights for the 8,500-seat stadium with a $33 million pledge.

Scenarios

1

MLCC grants Amway Stadium liquor license

Likely Resolves by Mar 1, 2027

Discussed by: City officials and venue operators expect approval; the MLCC routinely approves Class C licenses for stadiums.

The Michigan Liquor Control Commission reviews the application and grants the Class C Resort License. The stadium can sell alcohol at its opening in spring 2027.

2

MLCC delays review, stadium opens without full liquor service

Possible Resolves by Jun 1, 2027

Discussed by: Possible if the application faces questions about venue readiness or ownership structure.

The MLCC takes longer than expected to review the application or requests additional documentation. The stadium opens in spring 2027 without full alcohol service or with temporary restrictions.

3

License denied, stadium opens without alcohol

Unlikely Resolves by Jun 1, 2027

Discussed by: Unlikely; would require significant issues with the application or the venue.

The MLCC denies the license application. The stadium opens without alcohol sales, a significant revenue loss for operators.

Historical Context

2 moments from history that rhyme with this story — and how they unfolded.

1996

Van Andel Arena (1996)

Van Andel Arena opened in 1996 as Grand Rapids' first major entertainment venue, seating about 12,000. It was developed through a public-private partnership led by Grand Action and the city.

Then

The arena revitalized the Heartside neighborhood and made downtown West Michigan's entertainment hub.

Now

The CAA has operated the arena since, with ownership transferring to the CAA in 2031.

Why this matters now

The same public authority now owns Amway Stadium, following the same development model.

2005

DeVos Place (2005)

DeVos Place Convention Center opened in 2005, expanding Grand Rapids' convention capacity. It was also developed through Grand Action and public-private partnership.

Then

The convention center made West Michigan competitive in the national convention market.

Now

The CAA operates the center, which remains a key downtown asset.

Why this matters now

DeVos Place and Van Andel Arena show the CAA's pattern of venue development, which Amway Stadium follows.

Sources

(9)
+3
City of Grand Rapids City of Grand Rapids Amway Global Downtown Grand Rapids Inc. Urban Grand Rapids MLive WOODTV.com Wikipedia MLive