BROCK VERGAKIS

SALT LAKE CITY -- Bar owners want to kill a law that makes Utah the only state where customers must fill out an application and pay a fee before they can order a drink.

The Utah Hospitality Association filed a petition Thursday seeking to collect signatures to put a statewide initiative on the ballot in 2010.

Utah is the only state that prohibits bars that serve liquor from admitting anyone but members and their guests. An airport is the only place where someone can drink a cocktail without having to order a meal or be a member of a private club.

"I really do think there's a sense of more and more people being fed up with these laws. They're silly and archaic," said lawyer Lisa Marcy McGarry, an association board member.

Businesses that serve beer but not liquor are not covered by the "membership" requirement.

The state's complex liquor laws have baffled tourists for years. Bar owners say they get more complaints about memberships than anything else, including laws limiting the amount of alcohol in beer and the types and quantity of liquor in cocktails.

During conventions, long lines sometimes form at bar entrances as customers fill out membership forms.

An annual membership must cost at least $12 a year, and a temporary membership lasting three weeks must cost at least $4. It's often compared to a cover charge -- with no promise of music or entertainment inside.

"You want to improve the state's image? Get rid of private clubs," said Dave Morris, owner of Piper Down: An Olde World Pub in Salt Lake City.

He said tourists are offended when his doorman asks: "Are you a member?"

The hospitality association's effort comes the same week that Gov. Jon Huntsman set a goal of increasing the number of Utah tourists by 25 percent to 25 million a year by 2012.

On Wednesday, Huntsman acknowledged that tourism leaders are frustrated by the state's alcohol policy and said he'd work to make changes, but it would be difficult.

"It's a no-win deal for any governor," Huntsman said.

Just this month, a new law allows bartenders to pour up to 1.5 ounces of liquor in a standard cocktail, up from 1 ounce. But as part of the change, Utah in October will become the only state to ban the sale of flavored malt beverages in grocery stores.

Any attempt to make alcohol more accessible is an uphill battle at the Capitol. Senate President John Valentine has said he'll fight any effort to repeal the private-club system.

"It works for Utah," the Orem Republican said. "It gives us a level of control."

Huntsman, Valentine and as many as 90 percent of lawmakers are members of The Church of Jesus Christ of Latter-day Saints. The Mormon church tells members not to drink alcohol and occasionally weighs in on the state's alcohol policy.

In 1968, the church opposed an initiative that would have allowed the sale of liquor by the drink. It was defeated by a 2-to-1 margin.

Private clubs were established after the '68 result as a way to allow liquor by the drink without exposing the general public to it.

"There have been some watershed events in Utah history in terms of cultural or social issues and that was one of them. There was a lot of activity by the LDS church," said Quin Monson, a Brigham Young University political science professor.

McGarry is optimistic that Utah has changed enough since then to get a different result at the ballot box.

The state's Mormon population has steadily declined to about 60 percent, the lowest share ever, as people from different backgrounds flock to the state. In 1968, church members made up about 70 percent of Utah.

"Everyone thought the Olympics would change (liquor laws) but that didn't happen," McGarry said of the 2002 Winter Games. "With Utah now versus even 10 years ago, there have been such significant changes as far as the population that it's led to increasing diversity.

"Utah has grown up," she said.

To get on the 2010 ballot, the hospitality association will have the difficult task of gathering signatures from 10 percent of the number of people who vote in the 2008 gubernatorial election.

In addition, the 10 percent threshold must be met in 26 of Utah's 29 Senate districts.

McGarry said the hospitality association will begin a voter registration drive and informational campaign to ensure they meet the requirements. The deadline to submit signatures to the Lieutenant Governor's Office is May 2009.

The Mormon church had no immediate comment on the petition drive Thursday, but any official opinion likely would have an impact on a statewide vote.

"It certainly affects Mormons. They listen to church leaders on political issues when church leaders give a unified position," Monson said.

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On the Net: Utah code regulating private clubs http://le.utah.gov/ 7/8code/TITLE32A/htm/32A05--010300.htm

Lieutenant Governor's Office http://elections.utah.gov

Utah Hospitality Association http://uthospitality.com