In the last decade, alcohol sales at college football stadiums have "gone from nearly nonexistent to an increasingly popular -- though largely unproven -- solution for programs hoping to improve sagging attendance at home games," according to Jake New of INSIDE HIGHER ED. West Virginia "started offering beer at its stadium’s concession stands" in '11, and the idea has "snowballed from there." Fans "can now drink beer -- and in many cases, wine -- in the stands" at Cincinnati, Colorado, Florida, Louisville, Maryland, Miami, Minnesota and Texas. Meanwhile, Penn State is "considering selling beer to general admission fans," as are Wyoming and Indiana. Washington State "wants to sell beer at football games but is waiting on the state’s liquor board to approve the change." Unable to sell beer inside its stadium because of SEC rules, LSU is "exploring plans to create a beer garden just outside the stadium gates." Tulsa Associate AD/Communications Don Tomkalski, whose school started selling beer at games this year, said, "We studied the idea for a year. And we determined that it could be done [responsibly] and be a positive change. It gives us an additional revenue source and adds another element to our game-day fan experience.” Ohio State Athletic Council Facilities & Finance Committee Chair Jack Miner said, “One of the conversations we’ve been having the past few years is about how we can compete with other fan experiences. Being in Columbus, Ohio, we’re not competing against professional sports teams, but locations where someone can go watch a game.” New noted it is "unclear if selling alcohol has actually helped boost attendance." But as an additional form of revenue, selling beer at games "seems to be working." West Virginia has received more than $3M in "revenue from alcohol sales since it began selling beer" (INSIDEHIGHERED.com, 9/19).
DECISIONS, DECISIONS: In Wyoming, Joel Funk noted the decision to sell alcohol sales is "on the floor for UW’s leaders following a presentation by the athletic department during" last Wednesday’s BOT meeting. UW AD Tom Burman told the BOT his department is "looking at increasing current and potential revenue streams." He said that one of those areas is the "sale of beer and wine at football and basketball games." Burman said cited "competition for UW athletic events, such as professional athlete sporting events and concerts, as well as what he described as an 'expectation' among the 40-and-younger generation for alcohol sales as compelling evidence the athletics department should consider the option." Burman also said that "several procedures would be in place to prevent underage drinking, as well as over-serving patrons" (LARAMIE BOOMERANG, 9/19).
