what a novel idea: beer at college sporting activities

[Paladin]

UTA to sell beer during College Park sporting events

Posted Thursday, Aug. 23, 2012


By Diane Smith

[email protected]

ARLINGTON -- When the University of Texas at Arlington volleyball team takes the court today at the new College Park Center, fans will be able to sip a beer while watching the Mavericks perform spikes attempting to get a kill against Savannah State.

UTA is joining other universities and colleges across the country in selling alcohol at sporting events in an effort to bring in bigger crowds -- and boost the game day experience -- by allowing their fans to buy a "cold one."

College Park, the $78 million arena, also is trying to position itself in a highly competitive sports/entertainment market that includes the Dallas Cowboys, Dallas Mavericks and several Division 1 programs.

"We want people to come to our games," said Gregg Elkin, UTA's senior associate athletic director for external relations. "Beer sales at sporting events are a pretty common thing."

Beer sales have created a buzz among students, said Jennifer Fox, UTA's student body president. Fox said a lot of students seem more excited about a new tailgating policy that took effect Thursday. Under those rules, tailgating is allowed on a university lot south of Mitchell Street on weekends.

Fox, who doesn't drink alcohol, said she won't buy beer or tailgate. Still, she understands why it is important for many in the UTA community.

"I do understand the game day experience and hope that both of these new policies will encourage more attendance and school spirit at games," she said.

Controlled situation

Elkin said UTA is in compliance with state laws and National Collegiate Athletic Association rules. Additionally, police are always present at sporting events.

"It's a controlled situation," he said, adding that the idea is for fans to enjoy beer in a "safe and responsible manner."

Beer sales are a new practice during UTA athletic events, but today doesn't mark the first time beer is sold at College Park Center. Beer was offered -- to those of legal age -- at concession stands during last spring's Drake concert, said Kristin Sullivan, UTA spokeswoman.

UTA receives a commission based on sales volume as part of its contract with Aramark, the food services company that staffs concessions and holds the dining services contract. Domestic brand beers will sell for $6 a cup while premium labels will sell for $7 a cup. UTA's proceeds go toward College Park Center's operating costs, Sullivan said.

During athletic events, Aramark will:

-- Sell beer from all open concession stands

-- Ask for identification from anyone who looks 40 years or younger

-- Sell no more than two beers per customer at a time

-- Stop selling beer at the midway point of a volleyball game and at the beginning of the second half of basketball games.

Aramark doesn't operate the concessions at UTA's softball and baseball complex so that facility doesn't fall under the same policies regarding beer sales, according to UTA.

"We haven't announced a decision about the spring baseball and softball season," Sullivan said.

Campus by campus

Elkin said when they began exploring the issue they discovered a surprising number of universities already selling alcohol or planning to sell it.

Some universities were contracting space from venues that already sold alcohol, he said. The University of Minnesota regents, for example, voted this summer to allow beer sales at home games, according to news reports.

In the Big 12 Conference, there is a policy against alcohol sales at championship events, but during the regular season it is up to each institution to decide if it will sell alcohol, said Bob Burda, associate commissioner for communications for the Big 12.

In the UT System, alcohol sales at sporting events vary by campus, said Anthony de Bruyn, spokesman for the UT System.

Alcohol is not sold at concession stands at area universities such as Texas Christian University, Southern Methodist University and the University of North Texas. But alcohol sales do take place in some other areas. At UNT, beer and liquor sales take place in private donor areas, club and suite levels for football games and the hospitality room for basketball games, said Eric Capper, senior associate athletics director at UNT.

Similarly, at TCU and SMU alcohol is only sold in suites and clubs inside the football stadium.

At Baylor University, where alcohol is not sold on campus or at sporting events, tailgating is getting more common. Alcohol is not allowed at tailgating either, but some people have broken the rule, said one anonymous source.

Entertainment value

Fox hopes that her classmates don't get too carried away on game days.

"My primary hope is that students and other UTA community members are safe and do not abuse either policy," she said.

Fox's concerns echo a theme that has emerged nationally as more universities decide to offer beer sales during sporting events -- a controversial move by those who believe strict lines should be drawn at events that draw under-aged crowds.

Fox said many college campuses allow some form of tailgating on game days, and many schools are now allowing beer sales during games.

Beer sales took place during University of Texas at San Antonio 2011 football games, which were held at the Alamodome. The beer sales were part of UTSA's contract with the Alamodome and are expected to continue during the 2012 football season.

"We didn't just do this haphazardly," Elkin said. "At the end of the day, it's getting value for your entertainment dollar."

[BigT3x]

The most infuriating part of SMU's policy is how they sell booze in the rich people's section but won't allow the normal people and upperclassmen to partake.

[couch 'em]

SMU has long been about catering to big doners and not normal people. That's why we have more suites than Jerryworld on top of maybe 30k bleacher seats

[gostangs]

well be glad - since about 5 of those people pulled us out of oblivion - and they are the only thing keeping us relevant since they pay for everything we need to compete. THey should get all the cushy stuff they want

at very least we should have an end zone club next to the scoreboard with adult refreshments and tv's and a lounge. not very much to ask.

[The PonyGrad]

Beer sales have created a buzz among students

[GiddyUp]

well be glad - since about 5 of those people pulled us out of oblivion - and they are the only thing keeping us relevant since they pay for everything we need to compete. THey should get all the cushy stuff they want

at very least we should have an end zone club next to the scoreboard with adult refreshments and tv's and a lounge. not very much to ask.

agreed, much like the Rice Corral

[RGV Pony]

SMU wants to raise more revenue, and attract uptown folk at the same time, go ahead and allow alcohol sales but affix these three words : dj and bottle service.

[LakeHighlandsPony]

This is a complete no brainer. And dont just sell Miller Lite Pee but really good beer.

[couch 'em]

That would be great marketing - only local brews. Lots of beer events these days with a similar demographic as sports we can get on.

I'd love to sip franconia dunkel when it cools down

[Pony ^]

I love beer but I'll still have a flask of whiskey in my pocket to make up for it

[Pony ^]

Attendance would probably double at the conference games

[EastStang]

I wonder what the Methodist Church would say about the school going into the alcohol business.

[ponyte]

It may not be a SMU decision but a zoning decision. Aren’t alcohol sales illegal in the Park Cities except for certain licensed establishments (clubs, restaurants)? UALR allows for beer/wine sales at UALR basketball games. I believe the SEC as a conference doesn’t allow beer/wine sales. Is that true with CUSA? Big East?

To allow folks to have booze on the Vard seems like it took a considerable amount of work with the Univeristy Park government.

[smusic 00]

Not since the wet/dry vote last year. (that RGT lobbied heavily against)

[couch 'em]

I wonder what the Methodist Church would say about the school going into the alcohol business.

No Methodist follows the rules of methodistism. It is one of the most liberal churches there ate.