Agency approves beer-and-wine sales at Holy Balls Pickleball center with conditions

The St. Johns County Planning & Zoning Agency approved a minor modification allowing the Holy Balls Pickleball and Events Center to sell beer and wine under a 2‑COP-type arrangement, subject to the six findings and conditions set out in staff’s report.

Toby Latra, owner/operator, described the indoor clubhouse, spectator areas and a small unhooded food service. He said beer and wine sales would support food sales and the facility’s financial sustainability; the PUD already allows alcohol-related manufacturing uses on site. Latra said the facility hosts regular play, occasional tournaments and company events and expects beer and wine would be sold primarily with food in the clubhouse area.

Board members pressed on operational details—including whether alcohol could be carried between buildings—and suggested mitigations. One board member noted the county and state rules require on‑premises consumption and suggested signage reminding patrons that alcohol must remain on site; the county attorney and staff cautioned that imposing unusual signage or conditions could create a new precedent the board may not have applied to comparable businesses.

A member of the public, Frances Gertler, asked how a beer‑and‑wine authorization for a pickleball court compares with other entertainment venues such as bowling alleys or Topgolf; the applicant and board discussed event types and restrictions. After discussion Matovina moved to approve the minor modification based on staff findings; the motion passed unanimously.

The board and staff noted the applicant remains responsible for complying with state and county alcohol regulations and for liability related to overserving patrons.