diff --git a/rhodecode/lib/db_manage.py b/rhodecode/lib/db_manage.py
--- a/rhodecode/lib/db_manage.py
+++ b/rhodecode/lib/db_manage.py
@@ -66,11 +66,23 @@ class DbManage(object):
         self.root = root
         self.dburi = dbconf
         self.log_sql = log_sql
-        self.db_exists = False
         self.cli_args = cli_args or {}
         self.init_db(SESSION=SESSION)
         self.ask_ok = self.get_ask_ok_func(self.cli_args.get('force_ask'))
 
+    def db_exists(self):
+        if not self.sa:
+            self.init_db()
+        try:
+            self.sa.query(RhodeCodeUi)\
+                .filter(RhodeCodeUi.ui_key == '/')\
+                .scalar()
+            return True
+        except Exception:
+            return False
+        finally:
+            self.sa.rollback()
+
     def get_ask_ok_func(self, param):
         if param not in [None]:
             # return a function lambda that has a default set to param
diff --git a/rhodecode/lib/rc_commands/setup_rc.py b/rhodecode/lib/rc_commands/setup_rc.py
--- a/rhodecode/lib/rc_commands/setup_rc.py
+++ b/rhodecode/lib/rc_commands/setup_rc.py
@@ -60,14 +60,24 @@ log = logging.getLogger(__name__)
     default=None,
     help='Enable public access on this installation. '
          'Default is public access enabled.')
+@click.option(
+    '--skip-existing-db',
+    default=False,
+    is_flag=True,
+    help='Do not destroy and re-initialize the database if it already exist.')
+@click.option(
+    '--apply-license-key',
+    default=False,
+    is_flag=True,
+    help='Get the license key from a license file or ENV and apply during DB creation.')
 def main(ini_path, force_yes, user, email, password, api_key, repos,
-         public_access):
+         public_access, skip_existing_db, apply_license_key):
     return command(ini_path, force_yes, user, email, password, api_key,
-                   repos, public_access)
+                   repos, public_access, skip_existing_db, apply_license_key)
 
 
 def command(ini_path, force_yes, user, email, password, api_key, repos,
-            public_access):
+            public_access, skip_existing_db, apply_license_key):
     # mapping of old parameters to new CLI from click
     options = dict(
         username=user,
@@ -85,6 +95,9 @@ def command(ini_path, force_yes, user, e
     db_uri = config['sqlalchemy.db1.url']
     dbmanage = DbManage(log_sql=True, dbconf=db_uri, root='.',
                         tests=False, cli_args=options)
+    if skip_existing_db and dbmanage.db_exists():
+        return
+
     dbmanage.create_tables(override=True)
     dbmanage.set_db_version()
     opts = dbmanage.config_prompt(None)
@@ -93,6 +106,13 @@ def command(ini_path, force_yes, user, e
     dbmanage.create_admin_and_prompt()
     dbmanage.create_permissions()
     dbmanage.populate_default_permissions()
+    if apply_license_key:
+        try:
+            from rc_license.models import apply_trial_license_if_missing
+            apply_trial_license_if_missing(force=True)
+        except ImportError:
+            pass
+
     Session().commit()
 
     with bootstrap(ini_path, env={'RC_CMD_SETUP_RC': '1'}) as env: