Serve More Alcohol…

But Do It Responsibly

An Important Reasonable Effort for Professional and Collegiate Sports

Facilities and Concert Venues

Facility Managers’ Objectives

• Control over everything other than what happens on the “stage”

• Ensure “positive” experience• Make sure building operates efficiently and

safely• Control fan behavior from entry to exit• Help marketing, promotions and sponsorship

maximize revenue

8% of Professional Sports Fans’ Objectives, According to the University of Minnesota

• Watch a good game, preferably have their favorite team win

• Drink as much alcohol as possible outside the stadium

• Sneak as much alcohol as possible into the facility, any way possible

• Drink as much alcohol as they can AFFORD inside the stadium

Overlapping Objectives

Facility Managers

Positive ExperienceBuilding operation

Control fan behavior

FansEnjoy the Game

Drink Alcohol

RevenueFrom

AlcoholSales

Who Do You Want Serving Beers to Your Fans?

This Guy? From Here?

Who Do You Want Serving Beers to Your Fans?

Or This Guy?

• 2 Drinks Per Transaction

• ID Checks• Revenue for facility• Incentive to serve

responsibly - lose job for violating policies

To Serve Or Not to Serve

• Collegiate stadiums that do not serve alcohol deal with binge drinking in the parking lot before home games

• Facilities that do serve alcohol still face alcohol-related issues in the parking lots

• TAKE RESPONSIBLE SERVICE INTO THE PARKING LOTS!

• Establish and enforce consequences for violations of fan code of conduct, including alcohol policies

Possible Solutions to Tailgate Alcohol Abuse

• Beer carts• Tailgate party• Loyalty program

POSSIBLE Idea #1 – Beer Carts

Beer Carts in Tailgate Lots

• Friendly interaction• Controlled service• Offer tailgate items• Trash bags, napkins• Ketchup, mustard• Lighter fluid, charcoal

• Share reminder of facility policies• Observe and report (via text) fan behavior violations

Beer Carts in Tailgate Lots

• Designated-driver sign-up, coupon distribution

• Reward fans for responsible tailgating

• Sponsorship opportunity• Video monitors could

show game-day content• Cheerleaders, former players, local celebs ride along• Law enforcement officers ride along

Idea #2 - Bring the Stadium Party To the Parking Lot

Bud Light Power Party

• Free to public, all ages• Discounted prices on beer• Designated-driver sign-up• Concerts, DJ• Interactive games• Cheerleaders, former players

• Fantasy football video monitors• Radio affiliate live broadcast

Idea #3 - Tailgate Loyalty Program

• Follow rules and win rewards• Report violations (via text) by others and win

rewards• Rewards• Premium parking space• Recognition in team e-newsletter• Seat up-grade• Pre-game sideline visit• Meet and greet with players, front office

Consequences for Violations

• Ban from building• Loss of ticket privileges• Online alcohol test• Ejection (turned over to police, medical or

friend or family member willing to take responsibility)

• Arrest

Case Study – Red Rocks Amphitheater

Case Study – Red Rocks Amphitheater

• National park grounds in Jefferson County, CO• Managed by Denver City and County• Did not serve alcohol for decades• Averaged 3 flight for life airlifts for alcohol

poisoning and 20 ambulance runs every summer• Tailgate practices included binge drinking,

underage drinking and binge underage drinking

Case Study – Red Rocks Amphitheater

• In 2000, alcohol service began inside the venue• Service limits, ID checks, designated-driver program• Within 2 summer concert seasons, binge drinking

behavior changed• No alcohol-related emergency airlifts in 10 years• No alcohol is permitted outside venue on park grounds• Alcohol sales have increased revenue by over $500,000

each season

To Serve Or Not to Serve

• For several seasons, New York Jets did not serve alcohol at their last regular season home game at Meadowlands Stadium

• San Diego Chargers cut back alcohol service from 2 beers per ID in the 1st half of the game to 1 beer per ID in the 3rd quarter

Responsible Alcohol Service Is the Best Way to Ensure

Responsible DrinkingJill Pepper

TEAM Coalitionjill@teamcoalition.org

703-647-7431