In its first football season selling beer at Yager Stadium, Miami University grossed $45,000.
Director of University Communications Claire Wagner reports that the school — after paying off their supplies and licenses, among others — profited from beer sales during those six home football games.
“Some weeks were more profitable than others,” Wagner said. “The total revenue for six games was $45,000. That covers domestic beer, craft beer and nonalcoholic beer.”
The list of universities selling alcohol at football games has reached approximately 40, but that number is expected to increase, CBS Sports reports. MU is one of the most recent schools to join the movement.
This decision was made in large part due to the demand that was seen when the university held a limited test-run of beer sales at Goggin Ice Center last season.
“Based on their experience there, they brought it to Yager for this fall,” Wagner said.
According to Forbes, schools such as West Virginia University and the University of Texas reported earning $626,675 and $1.8 million, respectively.
One concern of bringing alcohol into a collegiate environment is the potential of an increase in police-related incidents. Luckily, this wasn’t the case during year one.
“I did also talk to Miami University Police and learned that there were no issues of behavior that they had to address due to any beer sales at the stadium,” Wagner said.
The decision of renewal is still up for review, said Dean of Students and member of the Alcohol Coordinating Committee (ACC) Mike Curme.
“Of course we enact every policy change only after careful consideration and planning, with the expectation that each change will prove to be successful,” Curme said. “In that spirit, we will continue to review and evaluate the experience this year at Yager.”
Claire Wagner agreed that, although the first season of beer sales was promising, its continuation is not guaranteed.
“It appears that the Alcohol Coordinating Committee (ACC) put in enough planning and looked at the various factors to run a smooth season of beer sales. But, I know they will review all of the details as well before deciding for the future.”
Representatives of the ACC — which was formed in association with the Alcohol Task Force in February of 2015 — such as Mike Curme, promoted the idea of beer sales in a university-wide memorandum sent from former Miami president, David Hodge.
“Sales to those of legal age and with the proper controls for responsible service would be consistent with the philosophical framework outlined in the 2015 Miami University Alcohol Task Force report.”
Enforcing the minimum legal drinking age of 21 is standard, but to further prevent problems the university has required that beer sales stop no later than five minutes into the third quarter.
The memo from the former president outlined even further that Miami is now participating in a trend that has been happening throughout the Mid-American Conference (MAC) since 2009.
“Currently 6 other MAC schools (Akron, Bowling Green, Eastern Michigan, Kent State, Northern Illinois, and Toledo) offer beer for sale at football games in general areas and all 12 MAC schools offer beer in premium locations.”
As the university has continued to see positive signs from their beer sales, the play from the ‘Hawks football team has increased.
With Miami football making their first bowl appearance since 2010, the mood surrounding the program has reached heights unseen in years. Seeing the success of beer sales in its debut campaign, it shouldn’t be a surprise if the alcoholic beverage makes its way into the concession stands next season.