The Gulf Coast Tough Mudder, a 20-obstacle challenge, brought $6.1 million in tourism revenue to East Milton last year.

With little discussion, the Santa Rosa County Commission voted unanimously this morning to allow special tourist-related events to sell alcohol on Sundays in the north end of the county.

Until now, all Sunday alcohol sales north of the Yellow River were illegal.

Under the new ordinance, special events will be eligible for permits allowing them to serve alcohol on Sundays in the north end of the county if they meet certain criteria, including:

• — They have the potential to attract out-of-town visitors.
• — They will draw more than 1,000 people.
• — Organizers provide detailed marketing/promotions budget for the event.
• — Organizers must provide post-event profit/loss statement.
• — Event must encourage use of commercial lodging in Santa Rosa County.

While the commission opened the matter up for public input, no members of the public spoke on the topic at this morning’s meeting, conducted at the Tiger Point Community Center in Gulf Breeze.

Tourism – as measured by bed tax collection – is one of 16 metrics on the Studer Community Institute’s Dashboard. Those 16 metrics were developed with the University of West Florida to measure the economic, educational, social well-being and quality of life in the Pensacola metro area.

Santa Rosa County has a tortured history with alcohol sales.

The sale of wine and liquor was illegal countywide until voters changed that in a 2005 referendum – a change that came after decades of failed referendums. On Sundays, alcohol sales were allowed in the tourism district only, which is defined as the area south of the Yellow River.

At least in part, today’s change was spurred by the Tough Mudder.

Tough Mudder is a series of outdoor, athletic endurance events across the nation. Tough Mudder Gulf Coast 2015 took place on March 7 at the Ates Ranch in East Milton. The single-day event brought more than 14,000 out-of-market visitors to Santa Rosa County, generating more than 4,100 hotel room nights with a total economic impact of $6.1 million, according to a report from organizers.

However, usually Tough Mudders are two-day events, over a Saturday and Sunday, with beer available both days. But since Sunday alcohol sales are not legal in north Santa Rosa County, Tough Mudder limited this year's event to Saturday.

Next spring’s Tough Mudder Gulf Coast, however, has been set for April 9-10, a Saturday and Sunday.

“We’ve got to have some flexibility when it comes to trying to get some of these larger events,” Commission Chairman Don Salter said.

Also this morning, the commission voted to allocated $80,000 to the Tough Mudder for marketing and to support a grant application for $30,000 more, with a $30,000 match.