The trend of allowing the sale of alcohol at college football games continues to grow. Penn State will be among the latest to introduce alcohol sales at football games and other athletic events in a controlled environment after the university trustees voted in favor of a proposal from a panel of trustees. With the proposal given board approval, Penn State plans to sell alcohol to fans sitting in suites, club seats and reception areas at Beaver Stadium as well as the Bryce Jordan Center and certain other facilities on Penn State’s campus.
In all, Penn State will make alcohol available to an estimated 4,440 fans attending a Penn State home game in Beaver Stadium, which has a capacity of at least 107,000. Penn State must first acquire a liquor license in order to provide the sales, but that should be considered a minor hurdle. That should be able to come together in time for the upcoming college football season.
Penn State athletics director Sandy Barbour previously recommended the idea. The decision to begin selling alcohol was expected as Penn State continues to try and find new ways to generate revenue using its football stadium. Beaver Stadium is expected to be given a major tune-up as part of a university-wide athletics renovation project being planned. Updating the stadium and adding alcohol sales to Beaver Stadium make the venue more attractive to potential options for non-college football events like the NHL Winter Classic, exhibition soccer matches and concerts.
All of this comes back to adding more revenue to the athletics department and university, of course, which is becoming more and more common around college football as schools look to cash in on their massive football structures more than seven to eight days a year.