Penn State will begin selling beer to the general public at Beaver Stadium during the 2022 football season, although the game for which has not been announced.
Penn State’s board of trustees on Friday approved a plan to expand beer sales at Beaver Stadium, where alcohol has been available in suites and club seats since 2016. In a news release, Penn State said a date is being finalized kickoff, meaning beer will not be available throughout the stadium for the Lions’ Sept. 24 home game against Central Michigan.
Penn State Athletic Director Patrick Kraft told administrators the department is “ready to implement” the plan. Penn State’s next home game is Oct. 1 against Northwestern.
The board approved the resolution without five votes.
Some details of Penn State’s plan:
- The beer will be sold in 16 oz. canned goods. No hard seltzer or other alcohol will be available to the general public.
- Customers must scan their IDs and wear wristbands to prove they are 21.
- Three domestic brands and two “specialty” beer brands will be available. The specifics remain TBA.
- Suggested prices are $10 for domestic brands and $12 for specialty brands.
- Selling points will be placed around the stadium. These include 15 field-level beer stations, 13 concert-level stations, and a variety of portable and hawker locations.
- The points of sale will be located away from student sections.
- Customers will be limited to two beers per purchase.
- The sales will be completed at the end of the third quarter.
Penn State said proceeds from alcohol sales will fund maintenance projects at Beaver Stadium. Kraft told the board that the athletic department expects to see a “moderate” six-figure loss this year and projected seven-figure revenue in Year 2.
Trustee Valerie Detweiler, citing athletic department projections, said earnings in Year 3 would be “just $2.5 million.”
“Penn State Athletics is constantly looking for ways to provide additional amenities to fans to enhance the game day experience,” the university said in a news release. “A 2021 Beaver Stadium study showed there was an ever-increasing need to improve the fan experience and amenities at a historic venue like Beaver Stadium — with one of those recommendations being the addition of in-stadium alcohol sales.”
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Penn State becomes the ninth Big Ten program to sell beer throughout the stadium.
Last year Iowa reported $3 million in revenue from alcohol sales at sporting events in 2021-22, the first year of offering the option. According to the Cedar Rapids Gazette, three football games, including the Oct. 9 game against Penn State, had more alcohol sales than any sport during the entire season.
Penn State has been looking for ways to expand athletics revenue for years. According to the most recent financial filing, Penn State athletics reported a budget deficit of $23.9 during the 2020-21 fiscal year, which covered the pandemic-related sports seasons played before any fans.
Penn State recently hosted a Topgolf Live location at Beaver Stadium, where fans could hit golf balls into targets from the course. Kraft said he wants Beaver Stadium to host more events than seven home football games a year.
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