WILDWOOD — Sometime in the near future, visitors to the world famous Boardwalk here will be able to wet their whistles with something a little more adult than a Lime Rickey or Polish Water Ice without wandering off the wooden way.

On May 12, Wildwood Commissioners passed a measure amending the city’s zoning ordinance to allow the sale of alcohol in the BA (Boardwalk) and P (Pier) zones.

The ordinance mirrors, but is actually more restrictive than, a similar ordinance in North Wildwood, where Boardwalk alcohol sales have been allowed for several years. That city has a full service restaurant at the Ocean Oasis Waterpark and Beach Club and another new restaurant operating on Morey’s Surfside Amusement Pier at 25th Avenue.

Limiting conditions in the ordinance, include: a limit of three Boardwalk licenses; no bar service; restaurants must be full-service with at least 100 seats; entertainment shall be subdued background music; and restaurants will be required to submit a detailed management plan, demonstrating that alcohol be served in a controlled, dignified and upscale manner.

While some meeting attendees opposed the move citing different drawbacks including enforcement issues, most comments urged the governing body to approve the ordinance citing its potential benefits for local businesses and tourism.

The governing body introduced and passed the measure on first reading on March 10 and referred it to the city’s Planning Board. That panel considered the ordinance on April 12 and forwarded a recommendation for certain changes. Commissioners, however, didn’t take their advice.

“The City Commission does presently not desire to make the changes recommended by the Planning Board,” City Clerk Chris Wood read from a resolution supporting the measure.

The city wants to get its feet wet first.

“It is the desire of City Commission to adopt on second and final reading the ordinance notwithstanding the recommendations of the Planning Board so that the City can attract one or more responsible businesses to locate a restaurant serving alcoholic beverages in and upon the Boardwalk and amusement piers and establish some experience and track record with such uses before it considers any further changes or modifications, if any, to the ordinance,” the resolution continued.

The Morey’s organization is one of the parties interested in moving a liquor license to the Boardwalk in Wildwood. The company holds a license it will likely transfer to its Jumbo’s Boardwalk Grille and Eatery at Schellenger Avenue and Mariner’s Landing Pier.

Denise Beckson, a Morey’s manager, said during the public hearing that the ordinance calls for restaurants to operate with a management plan. She said the Wildwood ordinance mirrors the successful one in North Wildwood and Morey’s management plan will mirror the successful plan used at Ocean Oasis.

The plan provides for a safe service environment with alcohol service training for employees and the use of wristbands for identification of alcohol-eligible customers, Beckson said. She noted that Morey’s Piers takes its reputation and the city’s reputation very seriously.

Simon Benichou, another Morey’s manager, said he’s been with the company since 1985.

“I’ve seen some good times and some bad,” he said, noting that the new ordinance might be able to reinvigorate the Boardwalk in these difficult times. He said in 1995 when times were also tough, the Morey’s organization brought two new rides to its piers and that seemed to help reinvigorate the town.

Robert Masterson, former chairman of the International Association of Amusement Parks and Attractions and new business owner on the Wildwood Boardwalk, said he was in favor of the measure. He said he used to run an amusement park that served alcohol and when done responsibly, it is an important part of visitors’ vacations.

Magnolia Avenue residents John Beckson and Lauren Pawlawski also urged the governing body to give the measure their approval. Beckson said it would make Wildwood a more dynamic experience and Pawlawski said it would benefit the whole city.

Gerry Paxton, who owns a bar on Pacific Avenue, said she supported the ordinance, noting that all restaurants in town will benefit if this measure draws more tourists to town.

“They’re not going to go to the Morey’s Boardwalk restaurant for every meal,” she said.

Among the detractors was Tony Trivellis, owner of Schellengers Restaurant, who worried what would happen in the future.

“There’s three licenses now, how do we know there won’t be more in the future?” he asked. He asked commissioners to consider the measure longer.

“We need time to review this. Why the big rush? Why can’t we have some more time to go over the issues?” he said, suggesting there wasn’t enough public notice for this ordinance and not enough input from the business community.

He also said that there aren’t enough police officers in the city to patrol a Boardwalk where alcohol is served.

Steve Jakel, of the Ravioli House, agreed with Trivellis. He suggested the city charge restaurant owners large fees to transfer their liquor licenses to the Boardwalk. He said the standard fee was $1,000 and suggested raising it to $350,000.

Vince Chiarella, owner of Gia’s Restaurant, suggested a more reasonable increase of $10,000 to $50,000. He said to use “gold rush to the Boardwalk” as an opportunity to raise money for the town.

“The city’s not getting anything for these transfers,” he said. “It’s a missed opportunity to raise some money for taxpayers.”

John Roat, a member of the city Planning Board who was in attendance May 12, said he voted against the measure because “there’s way too much traffic” on the Boardwalk.

Dave Stefankowitz, local attorney and bar owner, was worried about enforcement issues.

“As the prosecutor in this town for 10 years, it seemed that every other case I prosecuted was a drinking case on the boardwalk,” he said. “I have complete confidence in the Morey organization.”

He said he’s been to their Ocean Oasis property and had a “gingerale” there so he knows they run a respectable operation. But what if a not-so-respectable owner moved to the Boardwalk, he asked.

“I have confidence in the people running the restaurant, but no confidence in the ordinance itself,” Stefankawicz said, suggesting it wasn’t restrictive enough.

He asked: What is low background music? Can one license serve more than one building? Does no liquor after midnight or no liquor over a bar mean just that?

In answer, Clark Doran, a Morey’s executive, said the company agreed with most of the comments and concerns, noting that Trivellis and Stefankawicz were friends and respected members of the community.

Regarding Stefankawicz’s question about low music, Doran quoted Supreme Court Justice Potter Stewart saying, “I’m not sure how to define it, but I know it when I see it.”

He invited those with concerns to contact North Wildwood police to ask how many calls they receive regarding problems at Ocean Oasis, noting that most calls come from Morey’s staff looking to head off problems. He said the governing body’s decision to revisit the ordinance in the fall to tighten it up sounded like sound public policy to him.

“This is something we approached very carefully,” said Will Morey, president of the amusement company.

He said alcohol service in a “very, very, very controlled” environment was not so much a huge revenue opportunity for the company, but a service they want to provide to their visitors. He said Morey’s Piers wanted to offer a compelling tourism destination for the entire family — “not just kids, but moms and dads as well.”

Morey noted that Disney, which he called the crème de la crème of the industry, serves alcohol at restaurants in its parks.

In the end, Mayor Gary DeMarzo along with Commissioners Edward Harshaw and Al Brannen approved the measure unanimously.

DeMarzo said the city was not going into this partnership without caution.

“I hold firm to the three licenses,” he said, noting that the other restrictions should prevent negative outcomes. “We’ll also get more input over the summer from the public.”

He ended the discussion with a warning to potential licensees if there proves to be too many problems with alcohol service on the Boardwalk.

“What the government puts forward, the government can pull back,” DeMarzo said.