In 1980, a policy regulating the licensing of alcohol in municipally-owned parks and recreation facilities was adopted in Thunder Bay, Ontario. The policy was developed by an ad hoc committee composed of city staff, community representatives, and citizens at large. An extensive marketing campaign was initiated to inform the community of the new rules and their consequences and benefits. An evaluation of the marketing campaign indicated that resident intentions to comply with the policy were increased. Residents were more supportive of legal controls on alcohol, less tolerant of underage drinking, and less supportive of alcohol use in recreation facilities. In Thunder Bay, change was facilitated by having citizens involved in the design and implementation of regulatory initiatives. The community was aware that it had an increasing number of people who consumed alcohol and a large number of people with alcohol-related problems. The experience of Thunder Bay demonstrates that comprehensive policy development requires local policy development and that the policy development process is interactive. Provincial and national policy goals, therefore, should be supported by increasing policy initiatives at the community level. 12 references