Beers on Saturdays

When the University of Minnesota opened their new outdoor football facility, there was little doubt that it would generate new revenue streams for the school. However, there was criticism.

Could the school develop a football program that would merit such a quality stadium? Would the team's supporters attend games at TCF Bank Stadium in the freezing weather during the 2nd half of the season?

While the answer to the former is very much TBD, the program has taken several steps to enhance the fan experience in order to attract students, alumni, and any others living in or around Minneapolis.

One of these aforementioned steps was the administration's decision to sell alcohol at TCF Bank Stadium. Even without taking into account the mandate's impact on the school's attendance, which has increased dramatically since the school's move from the Metrodome, the decision has quite literally paid off.

According to a report by the Sports Business Journal, the University of Minnesota sold between 12,000 and 13,000 cups of beer per game, totaling over $900,000 in alcohol sales over the entire season. Given the struggles of most athletic departments to make profits, one would expect many other schools to begin contemplating the sale of alcohol.

When considering that TCF Bank Stadium has one of the lower capacities of the facilities for BCS schools, the $907,000 figure would likely be far surpassed at schools like Ohio State and Tennessee. With a more passionate fan base and stadiums almost double-the-size, these schools could bring in over $2 million annually.

Another potential benefit to alcohol sales? Home-field advantage. Many student sections are empty at kickoff because the fans are trying to maximize the tailgating experience and drink up every last beer. If alcohol were available at the game? Students may show up earlier --- and louder. A more raucous --- and hydrated --- crowd could lead to an improved home field advantage.

Though the financials are obvious, the moral decision is a bit more challenging. Do Athletic Directors and University Presidents create a potentially dangerous situation for their students, many of whom are underaged? Not to mention the thousands of other fans that drive long distances back home after the games are complete.