financial impact of alcohol sales on college football game days hannah johnson jeremy tisdale matt...
TRANSCRIPT
Financial Impact of Alcohol Sales on College Football Game Days
Hannah JohnsonJeremy Tisdale
Matt Cox
College Football Stadiums Where Alcohol is sold on campus
to the general public
Introduction
• 21 out of 120 Football Bowl Subdivision schools sell beer to the public at their stadiums, according to research by SportsBusiness Journal.
• Newest Schools are North Texas, SMU and Troy University
Problem Overview
• Universities are looking for ways to generate revenue and increase fan experience.
• By having alcohol sales school are at risk for 1. Fan Control
a. Aramark and Giant's Fan
2. Poor Game Management3. Underage Drinking
Generating Sales• University of Minnesota decided not to have beer sales an estimated lose
of $1million dollars. • West Virginia estimated it could generate $500,000 to $1.2 million.
– For the Mountaineers’ first home football game, played on Sunday afternoon over Labor Day weekend, Sodexo reported gross beer sales of $160,656 ($75,781 of that went to the athletic department)
– Beer sales have produced no less than $516,000 each of the past three years for West Virginia, and campus police report that alcohol-related incidents at Mountaineer Field have declined sharply
• Nevada football games generate $350,000 in beer sales annually
SWOT
• Strengthens • Increased Revenue
From Concession Sales• Increased Attendance• Favorable Demographic• Discourages Binge
Drinking
• Weakness• Image of School• Increased Propensity for
violence among inebriated fans
• Increased Potential for binge drinking
• Increased percentage of alcohol related violations on game day
SWOT
• Opportunities• Special offers such as alcohol
only available in premium seats resulting in high ticket prices for such seats
• New sponsors• More Interest in Suite Sales• Donation of Percentage of
profits• Competition between
brands could keep prices low
• Threats• Loss of booster support• Propensity for underage
drinking• Negative exposure to anti-
alcohol groups such as M.A.D.D
• Increased risk of underage drinking
• Time restrictions of alcohols sales causing fans to leave early or not come at all
Solutions
1. No Sales of Alcohol– Binge drinking will continue to happen
outside the stadiums and underage drinking cannot be controlled
2. Sale alcohol only in the premium seating – charge higher ticket pricing and for alcoholic
drinks– controls the distribution and help monitor
underage drinking
Solutions
3. Open alcohol sales to the general public – Difficult to control underage drinking • Show id and receive a wristband
– Control on binge drinking• limited to buying two beers at a time
– Greater Liabilities for fan’s behavior – Risk of poor game management• sales are cut off at halftime or in the third quarter
Recommendation
• Study the numbers• Reach out to other schools• Brainstorm new ideas to generate revenue
(Think Tank)
Recommendation
• Sale on the premium levels.– Generates Sales for tickets for premium level– Generate Sales from alcohol sales– Sponsorship Opportunities – Controlled Distribution– Limited Liability