September 20, 2014, is going to be a big day for SMU’s Ford Stadium.
Not only do the Mustangs open their home schedule against in-state foe Texas A&M, they’ll also sell beer throughout Ford Stadium for the first time.
After a successful trial program for basketball implemented the sale of beer at the newly renovated Moody Coliseum, SMU worked with its presidential board, student affairs office and student leaders to come up with standards for selling alcohol at football games.
Brad Sutton, SMU’s senior associate athletics director of public relations and marketing, released a statement regarding the new concession addition.
“The plan for Moody Coliseum was safe and successful,” Sutton wrote. “The process for beer sales at Ford Stadium, which seats around 32,000, will also be carefully designed.”
The process to get a cold beer is simple.
If a student of legal-drinking age enters the game, they’ll receive a wristband with three tabs on it. One tab is torn off for each beer they buy.
Visiting students of age are limited to one beer per ID during each trip to the food and beverage area.
In an interview with USA Today, SMU Director of Athletics Rich Hart said they made the student body aware if this program goes in the wrong direction, the sales would stop.
“We also let the students know if this goes well, it’ll continue,” Hart said. “If it doesn’t go well, it may not. They understood that.”
One week after the Mustangs open their new alcohol policy, they’ll host their rival Horned Frogs in Dallas for the annual Battle for the Iron Skillet.
TCU currently offers the sale of beer and wine in Amon G. Carter’s “premium areas” but the athletic department has no plan to offer the drinks throughout the entire stadium.
TCU Director of Intercollegiate Athletics Chris Del Conte told the Fort Worth-Star Telegram changes would not be coming anytime soon.
“It’s not something we have had a desire to do,” Del Conte said. “At this point, we don’t have an appetite for it.”
Although beer and other alcoholic beverages are not available at NCAA championship events, the NCAA does not have a universal sales policy regarding alcohol in individual stadiums.
The choice can be made at each school’s discretion.
Some schools have already made the jump and seen success financially and socially.
Fellow Big 12 school West Virginia made the choice to sell beer in its football stadium in 2011. the result saw an increase in concession profits and a decrease in binge drinking outside the stadium, according to USA Today.
Minnesota, who is scheduled to take on the Horned Frogs in football this season, also sells beer at its home stadium.
If fans from Minneapolis, Minnesota, want to grab a cold beer after traveling almost 1000 miles to Fort Worth, they’ll have to do so outside of Amon G. Carter Stadium.