Penn State University: Penn State Athletics to expand alcohol sales at Beaver Stadium
Penn State Intercollegiate Athletics announced the expansion of alcohol sales to the general public, following a vote today (Sept. 23) by the Penn State Board of Trustees. The start date for beer offerings is in the process of being finalized and will be announced at a later date. When sales begin, beer offerings will be available for purchase throughout Beaver Stadium, with the exception of areas near the student section.
Penn State Athletics is continuously looking for ways to provide additional amenities to fans to improve the game day experience. A 2021 Beaver Stadium Study suggested there was an ever-growing need to improve the fan experience and amenities in a historical venue such as Beaver Stadium — with one of those recommendations being the addition of the sale of alcohol in stadium. Intercollegiate Athletics is a self-supporting unit of Penn State, providing resources for 31 sports, and revenue generated from the sale of alcohol will be used on deferred maintenance projects at Beaver Stadium.
Intercollegiate Athletics has made alcohol available for purchase in the club and suites areas at Beaver Stadium and Pegula Ice Arena since 2016, while the Bryce Jordan Center has been selling alcohol at select external events since 2015. In putting in the appropriate safety protocols in place, the introduction of alcohol in these environments has been successful.
ICA has partnered with OVG Hospitality Group to explore establishing, implementing and maintaining a responsible alcohol beverage plan at football games. The alcohol beverage plan includes certified and trained vendors, ID monitoring and vendor locations independent from concessions stands.
Under the plan, all patrons 21 years of age and older who purchase alcohol will be required to show proper identification to obtain a wristband. Further, all IDs will be scanned to confirm they are legitimate. All alcohol vendors will have completed RAMP (Responsible Alcohol Management Program) training and certification. This approach means every person purchasing alcohol will be ID’d, and that a maximum of two beverages (16 oz. cans) per person can be purchased at any one time. Employees who undergo training will also learn alcohol absorption rate factors and intervention techniques to help identify patrons who may need assistance. In addition, all athletics and game day staff will be asked to report any inappropriate behavior or violations immediately.
In addition to game day safety protocols, a task force has been created to monitor effectiveness of the plan and the impact of alcohol sales on the campus and community. The task force includes members from campus, the community, Mount Nittany Medical Center, Penn State Health, local public service officials and Intercollegiate Athletics.
Various studies at institutions around the country have shown controlled alcohol sales have contributed to a decrease in alcohol-related incidents at venues that have instituted alcohol sales. For instance, the University of Texas reports seeing an 87% reduction in alcohol-related incidents at games since it began selling alcohol, and Maryland reported a 71% reduction in alcohol-related incidents after the first year of selling alcohol at its stadium.
The location of alcohol stands in Beaver Stadium are strategically placed in the stadium to avoid points of sale near the student section. In addition, alcohol sales will conclude at the end of the third quarter, and all alcohol will remain in controlled areas for ICA events.
Athletics is expanding its Happy Valley Hospitality program with additional messaging and signage in the tailgate lots and throughout the stadium. Fans are encouraged to be loud and proud, be respectful and responsible, and be great fans and gracious hosts. The messages will be shared on various platforms, including social media, facility videoboards, gate and public address announcements. In addition, there will be Happy Valley Hospitality ambassadors greeting fans at gates and welcoming them to Happy Valley.
The University currently holds licenses to serve alcoholic beverages at Medlar Field at Lubrano Park, Beaver Stadium, Pegula Ice Arena, the Penn State Golf Courses and the Bryce Jordan Center.
Penn State joins eight other current Big Ten schools that successfully sell beer and/or wine in public areas at home football games and approximately half of the schools in Power 5 conferences are selling beer and/or wine at their home football games this fall. Experiences at other universities have informed the University’s plan.