Frisco voters' solid defeat of extended nightly alcohol sales means business as usual for bars and restaurants, at least in the short term.

But some city officials say it may also mean they'll need to do more over the long term to lure more enterprises and attractions to town.

Tony Felker, a Frisco City Council member and the Chamber of Commerce's vice president of marketing and business development, believes the city will think creatively, as it has in the past, to bring venues like Pizza Hut Park.

"Frisco has always thought out of the box about how can we lead the charge on things that are good for families, good for the community, good in the years going forward," he said. "We may have to pursue different angles in getting ventures to come to town, but we've always done that."

Last week, 57 percent of voters rejected the so-called "late-night referendum," which would have allowed alcohol sales until 2 a.m. nightly. Closing time for bars and restaurants will remain midnight Sunday through Friday and 1 a.m. Sunday for Saturday night revelers.

Kip Bledsoe, who led the Frisco Family First group in opposing late-night sales, said he believes in City Manager George Purefoy and incoming Mayor Maher Maso. "I know they'll find ways to provide for the future of Frisco," he said.

In two years, the election could be a moot point – state law mandates that all cities must have a uniform 2 a.m. closing time once the county's population hits 800,000 in a U.S. census. Collin County, which had an estimated 730,000 residents in 2007, could hit that number by the 2010 census, although growth is slowing.

Mr. Bledsoe said his group would consider asking the Legislature to raise the population rule to 1 million if Collin may cross the line.

Meanwhile, bar and restaurant owners lamented the loss of revenue.

Brad Priebe, co-owner of Coach Joe's Sports Grille, said the extra 13 hours a week of alcohol sales could have brought $250,000 to $300,000 more a year for his establishment.

"We're not going to cry over spilled milk, but I think Frisco missed out on a good opportunity," he said. "It will create issues in the future."

The council approved a 2 a.m. closing time last October, but petitions from residents forced the issue onto the May 10 ballot.

Brian Rudolph, manager of the Irish Rover, said that during the three weeks that the 2 a.m. closing time was in effect, he saw a significant increase in sales.

"And it skewed a little younger," he said. "They now go down to Addison or Plano, so we're not getting that business."

Still, Mr. Rudolph pointed to high voter turnout – about 14 percent of registered voters, or more than 7,000 voters, cast ballots – as a positive.

"It was more of a representation of the population," he said. "If I'm going to lose, I'd rather lose that way than through some special interest group."