Title
Liquor License - First Watch #1207 - District 1
Description
Request for a liquor license. Arizona State License Application 397884.
License Information
Summary
Applicant
Joanne Feinstein, Agent
License Type
Series 12 - Restaurant
Location
2222 W. Happy Valley Road, Ste.102
Zoning Classification: PUD
Council District: 1
This request is for a new liquor license for a restaurant. This location was not previously licensed for liquor sales and does not have an interim permit. This business is currently under construction with plans to open in September 2026.
The 60-day limit for processing this application is July 10, 2026.
Pursuant to A.R.S. 4-203, a spirituous liquor license shall be issued only after satisfactory showing of the capability, qualifications, and reliability of the applicant and that the public convenience and the best interest of the community will be substantially served by the issuance. If an application is filed for the issuance of a license for a location, that on the date the application is filed has a valid license of the same series issued at that location, there shall be a rebuttable presumption that the public convenience and best interest of the community at that location was established at the time the location was previously licensed. The presumption shall not apply once the licensed location has not been in use for more than 180 days.
Other Active Liquor License Interest in Arizona
This information is not provided due to multiple ownership interests held by the applicant in the State of Arizona.
Public Opinion
No protest or support letters were received within the 20-day public comment period.
Applicant’s Statement
The applicant submitted the following statement in support of this application. Spelling, grammar, and punctuation in the statement are shown exactly as written by the applicant on the City Questionnaire.
I have the capability, reliability, and qualifications to hold a liquor license because:
“As Chief Legal Officer and Secretary of First Watch Restaurants, Inc., I personally have 29 plus years of management experience in the hospitality industry starting with Hard Rock Cafe International in 1997 and then First Watch Restaurants beginning in 2018. First Watch Restaurants Inc. is a publicly-traded company with 574+ restaurants in 32 states, and currently holds more than 533 liquor licenses. First Watch participates in responsible server training as required by law and as a matter of good practice where optional in all our locations.”
The public convenience requires and the best interest of the community will be substantially served by the issuance of the liquor license because:
“The issuance of liquor licenses enhance First Watch's already successful business model and supports additional jobs in the restaurant. First Watch continues to be a family-oriented restaurant company with closing hours daily at 2:30 pm. The addition of alcoholic beverages on the menu provides a wider selection and enhanced experience for legal drinking age customers. First Watch's primary revenue generator continues to be food/meals, and the addition of alcoholic beverages to the menu provides additional options for customers.”
Staff Recommendation
Staff recommends approval of this application, noting that the applicant must resolve any pending City of Phoenix building and zoning requirements and be compliance with the City of Phoenix Code and Ordinances.
Attachments
Attachment A - First Watch #1207 - Data
Attachment B - First Watch #1207 - Map
Department
Responsible Department
This item is submitted by Deputy City Manager Alan Stephenson and the City Clerk Department.