With ballots available before Election Day, Denver voters this November 4 will have a small but important question to answer: Should the city’s Department of Excise and Licenses be rebranded and given a stronger voice in city government? The goal is to help residents and businesses more easily understand what the department does and who to contact for help.

The proposal, called Referred Question 2F, would rename the department to the Department of Licensing and Consumer Protection. It would also change the title of the department’s leader from “Director” to “Manager” and add that person to the Mayor’s cabinet, putting the department on equal footing with other major city departments. This new position in the Mayor’s cabinet means the department will have a direct voice in high-level city policy decisions, especially those affecting business regulation and consumer protection. It could increase the department’s influence on issues such as public safety, neighborhood quality of life, and the management of new types of businesses in Denver.

Why Does the Name Matter?

The current name, Department of Excise and Licenses, is considered archaic and confusing. The department no longer handles excise taxes (that responsibility belongs to the Department of Revenue), and most people don’t know what “excise” means. The name doesn’t explain what the department actually does or how it serves Denver.

In reality, this department issues licenses for things like liquor stores, marijuana shops, food trucks, short-term rentals, and security companies. It also helps protect consumers by making sure businesses follow the rules — like not selling cigarettes or alcohol to minors.

Changing the name to include “Consumer Protection” would highlight the department’s commitment to keeping Denver’s neighborhoods safe and fair.

What Would Change If Voters Say Yes?

The department would get a new name: Department of Licensing and Consumer Protection.

The head of the department would be called the Manager, matching titles in other city agencies.

That Manager would join the Mayor’s cabinet, giving the department a stronger voice in city decisions.

Importantly, this change wouldn’t cost taxpayers extra money. The city says all the updates — from signs to websites — would be handled by existing staff using current budgets.

What Are Some Concerns?

Some people wonder if this change is really necessary or just a distraction from bigger issues like housing or public safety. There’s also a small group who feel the word “Excise” reflects the department’s history and should be kept.

For most Denver residents and businesses, though, daily services and rules wouldn’t change. The main impact is modernizing the department’s image and, most importantly, clarifying its role and purpose to the public.

When Would This Happen?

If approved by voters this November, the new name and leadership structure would take effect in late 2025. The department would update its materials gradually — no sudden switch.

What Does Your Vote Mean on Referred Question 2F?

A YES vote means you support changing the department’s name to the Department of Licensing and Consumer Protection, updating the leader’s title to Manager, and giving that person a seat on the Mayor’s cabinet. This aims to clarify the department’s role and strengthen its ability to serve Denver residents.

- A NO vote means you want to keep the current name (Department of Excise and Licenses), keep the existing leadership structure, and maintain the department’s current status in city government. No changes would be made to its public identity or its place in city leadership.