UCM to Permit Alcohol Sales at Athletic Events Starting Fall 2024
This fall, the University of Central Missouri (UCM) is introducing alcohol sales at select athletic events, including football, men’s and women’s basketball, volleyball, and baseball games. This initiative is designed to enhance the fan experience while continuously ensuring a safe and family-friendly environment.
Alcohol sales will include beer, wine, and seltzer, available in 12-ounce portions. These beverages will be sold at a separate, designated point of sale in each venue, distinct from regular concession stands. For football games, alcohol will be sold at the southwest concession stand near the main entrance. The designated points of sale for basketball, volleyball, and baseball will be announced soon.
During the 2023-2024 academic year, UCM Athletics launched a pilot program in collaboration with a working group to explore the potential benefits of alcohol sales at athletic events. The group included representatives from UCM Public Safety, UCM Facilities, Planning & Operations, a local alcohol distributor, UCM Athletics and UCM’s contracted foodservice provider Sodexo. Together, they implemented industry best practices along with limited sales to assess whether alcohol could be safely served at UCM sporting events while maintaining a fan-friendly environment.
After the athletic year concluded, the working group reconvened to evaluate the pilot program, identifying strengths, areas for improvement, and recommendations. A formal request and plan for general alcohol sales was reviewed and refined by the university’s Alcohol Procedures Review Committee, which led to the full implementation of the alcohol sales policy.
“We have been very intentional and collaborative in our approach to adding alcohol sales at UCM Athletic events. Our cross-disciplinary team worked hard using industry best practices to safely implement limited sales last year,” said Matt Howdeshell, UCM vice president for Intercollegiate Athletics.
He added, “We were encouraged by the positive results of the pilot study, and continued working with our campus partners to ensure we have safety protocols in place for expanded sales this year. We look forward to enhancing the fan experience in a safe and enjoyable environment.”
UCM is the sixth university in the Mid-America Intercollegiate Athletics Association (MIAA) to implement on-site alcohol sales. UCM also joins the more than 50% of Division I athletic programs across the nation that offer alcohol sales. In Missouri, the University of Missouri, Missouri State, and Southeast Missouri State University are among the institutions that currently sell alcohol at their athletic events.
Law enforcement officers are committed to a safe and pleasant atmosphere at UCM athletic events.
“We understand that alcohol sales represent a significant change, and want to assure fans that public safety is our top priority. Our department is committed to fostering an environment that is safe and fan-friendly,” said Chief Bill Brinkley, UCM director of Public Safety. “We have worked with representatives from across campus to implement a comprehensive plan that includes officers at these events and clear guidelines for alcohol consumption. Our goal is to ensure everyone enjoys the game safely and responsibly.”
Fans must be 21 years of age or older to purchase alcohol. Upon purchase, all fans will be carded and wristbanded, with a limit of two alcoholic beverages per transaction.
Alcohol sales will begin one hour prior to kickoff at football games and end after the third quarter. For basketball, sales will start 30 minutes before the game and conclude with 10 minutes remaining in the game (and the second game for doubleheaders). At volleyball games, sales will begin 30 minutes before the game and end after the second set in a 2-0 game or after the third set in a 1-1 game. For baseball, sales will start 30 minutes before the game and end after the seventh inning.
Alcohol sales will continue in suites and other designated areas as previously established. All tailgating activities in the parking lots must conclude and the area will be cleared at kickoff. The university has also updated its re-entry policy, with no re-entry allowed into the stadium once fans have exited.