White PaperServing Alcoholic Beverages at Athletic EventsUniversity of Maryland Student Government Association December 2014

Table of ContentsSummaryCurrent Binge Drinking ClimateOpposition and Areas of ConcernObservations from Select InstitutionsMonetary GainsPerspectives on the ChangeRecommendations

SummaryOver the past ten years, the number of FBS schools that sell alcohol to the general public at sporting events has doubled. This expansion of alcohol sales has been primarily revenue-driven, especially in the face of widespread decreases in state funding. While schools who have expanded alcohol sales have seen significant revenue increases, many have also reported significant decreases in alcohol related incidents on game day as well, with none reporting increases in alcohol related issues. Despite these benefits, expanding the sale of alcohol to general public is seen as a controversial decision, especially given the Universitys efforts to curb binge and underage drinking among students.

When considering the sale of alcohol at sporting events, the University of Maryland faces the following considerations from the student perspective: How does selling alcohol on campus fit within the Universitys goals to curb binge and underage drinking? Will binge drinking increase, decrease, or be unchanged by this policy change? If this policy is implemented, how will the University measure and monitor student safety and binge drinking habits to effectively understand the effect, whether positive or negative, the change has on the student body? How does the University compare with similar institutions that have enacted this policy? Does the University have characteristics that make this policy change more valuable or more risky than to other institutions? If this policy is implemented, how will the increased revenues be handled? To what departments will money be distributed? What sort of programs or student services will see funding increases as a result of revenue increases?

Current Binge Drinking Climate College game days are widely accepted to be among the heaviest days for alcohol consumption on college campuses, often trumping holidays, vacations, and other noteworthy university events. Research has suggested that spectators routinely report higher instances of binge drinking on game days than at regular house parties or other events.[footnoteRef:1] [1: Lisa J. Merlo, Jisu Hong, and Linda B. Cottler, The association between alcohol-related arrests and college football game days, Drug and Alcohol Dependence 106, no. 1 (January 2010): 69-71, accessed October 25, 2014,http://dx.doi.org/10.1016/j.drugalcdep.2009.07.012.]

Studies have shown that how much college students drink during a pregame is influenced by how much they expect to drink later on[footnoteRef:2]. Or in other words, students will pregame an event more if they believe their chances to drink later on will be limited. Furthermore, studies have shown that binge drinking rates peak among college students between the ages of 21-23.[footnoteRef:3] [2: DeJong, et. al. Pregaming: An Exploratory Study of Strategic Drinking by College Students in Pennsylvania. Journal of American College Health 58, no. 4 (January/February 2010): 307-16.] [3: Substance Abuse and Mental Health Services Administration. (2006). Results from the 2005 National Survey on Drug Use and Health: National Findings (Office of Applied Studies, NHSDA Series H-30, DHHS Publication No. SMA 06-4194). Rockville, MD. ]

Studies have suggested that increasing the availability of alcohol on college campuses has no measurable long term increase in student consumption.[footnoteRef:4] Furthermore, while there is no measurable impact on alcohol consumption, increased police presence and closer proximity to emergency resources lends to a safer drinking environment. [4: Robert B. Voas et al., Bringing alcohol on campus to raise money: impact on student drinking and drinking problems, Addiction 103, no. 6 (June 2008): 940-50, accessed October 25, 2014,http://dx.doi.org/10.1111/add.2008.103.issue-6.]

The UMD binge drinking rate is 37%, and is among the average of Big Ten peer institutions. University administrators have shown a desire to normalize student drinking habits and change from a binge drinking culture to a social drinking culture.

Opposition and Areas of Concern Concerns regarding the sale of alcohol at sporting events largely surround the messaging and perception that the University will be relaying to students if this change is made. How does increasing the availability of alcohol on campus blend with the Universitys efforts to decrease student binge drinking and normalize alcohol-related behavior. Will students perceive the sale of alcohol as implicit consent to drinking by the University? Several parties have raised concerns over the sale of alcohol impacting the familial atmosphere of college athletic events, replacing it with the more competitive and charged atmosphere of professional sports. Concerns regarding the fact that this will only impact students ages 21 and over have also been raised. Whether it can be perceived as a negative or a positive, the sale of alcohol in sporting events will have little to no impact on the habits of students below the age of 21.

Observations from Select Institutions Alcohol will be sold during college football games at 32 stadiums in 2014-2015 season. As of the 2014 school year, no school has indicated an increase in problematic behavior related to the decision to sell alcohol inside their stadiums[footnoteRef:5]. [5: http://college.usatoday.com/2014/08/22/alcohol-will-be-sold-during-college-football-games-at-these-32-stadiums/]

Colorado State University Temporarily banned the sale of alcohol but upon further review, beer sales were reinstated in an effort to reduce binge drinking at tailgates. A comprehensive task force issued a report on the matter that recommended: ...lift the suspension of beer sales at Hughes Stadium. Stop sales at the end of halftime. Reinstate beer sales policies and practices already in place. Theres no evidence that beer sales increased binge drinking.[footnoteRef:6] [6: http://archive.coloradoan.com/news/coloradoanpublishing/alcohol/012105_beerban.htmlhttp://kdvr.com/2014/09/11/alcohol-to-be-sold-inside-folsom-field-during-cu-football-games/]

Kent State University Began serving alcohol to general fans in 2005 to enhance the fan experience. The University saw a spike in attendance (nearly doubled from 47,015 to 98,663 and saw continue increase for the next five years) Athletic Director Laing Kennedy said Our main motivation was safety, and of course we wanted more students to come to football games in general and enjoy the experience, Associate Athletic Director Randale Richmond said To date [October 2014], there havent been any incidents or issues due to excessive alcohol consumption at Dix Stadium, making the drinking experience at Dix Stadium all the more worthwhile[footnoteRef:7] [7: http://www.kentwired.com/latest_updates/article_0487a7da-54ee-11e4-be14-0017a43b2370.html]

Southern Methodist University SMU reported no change in crowd behavior after alcohol was introduced at basketball games last season but saw huge gains in attendance. The average of 5,653 the highest since 1984-85 was up 64 percent over 2012-13.[footnoteRef:8] [8: www.usatoday.com/story/sports/ncaaf/2014/08/22/more-schools-are-mixing-beer-football-at-stadiums/14428945/]

Syracuse University The Carrier Dome at Syracuse University began serving alcohol when it opening in 1980 and has seen no major difference in campus binge drinking culture.[footnoteRef:9] [9: http://www.syracuse.com/news/index.ssf/2011/09/beer_sales_at_carrier_dome_app.html]

University of Texas at Austin A two year study was conducted by Dr. Dan J. Neal and Dr. Kim Fromme using the University of Texas as a population. The study found, among other things, that event-specific interventions (alcohol stadium bans) may not be as successful as hoped with regards to reducing sports-related drinking.[footnoteRef:10] [10: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2527738/#__ffn_sectitle]

West Virginia University At West Virginia University, the sale of alcohol, combined with other safety procedures, resulted in a 35% decrease in incidents of rowdy behavior related to binge-drinking outside the stadium. according to West Virginia University Police statistics.

Monetary Gains According to an Associated Press survey of institutions that currently sell alcohol to the general public, about half of their concessions revenue is from beer sales. Alcohol sales account for 47% of concessions revenue at Syracuse[footnoteRef:11] [11: http://www.toledoblade.com/BGSU/2012/05/13/Trend-brewing-to-sell-beer-at-games.html#2hOUgZXZVK03bC0Z.99]

In 2013, during its first season of selling beer, West Virginia received $700k in new revenue, and earned a net profit of $520k.[footnoteRef:12] [12: Ibid.]

The Minnesota Legislature estimated beer sales will generate $1.5 - $2 million in revenue for the University per year.[footnoteRef:13] [13: Ibid.]

Perspectives on the Possible ChangeAt this point in time, the University Athletic Council Alcoholic Beverages Task Force has received reports from the Department of Public Safety, Office of Legal Affairs, University Athletics, and Terrapin Club Scholarship Fund endorsing the sale of alcohol for football and basketball games. The University Health Center as well as the Maryland Collaborative to Reduce College Drinking and Related Problems have submitted concerns the Task Force From a student perspective, all three major student governing bodies, the Student Government Association[footnoteRef:14], Graduate Student Government[footnoteRef:15], and Residence Hall Association have passed resolutions supporting the sale of alcohol for the general public at sporting events. The Student Athlete Advisory Council and Inter Fraternity Council have also produced written support for this initiative. The student support for this initiative stems from the belief that allowing the sale of alcohol at sporting events will contribute to a significant decrease in student binge drinking before, during, and after the games. This initiative falls in line with the student body and Universitys recent joint efforts to expand on campus tailgating as well, and transition the student body from a culture of unsafe pre-game binge drinking to a culture focused on healthier social drinking. [14: https://docs.google.com/a/terpmail.umd.edu/document/d/1nW5CcPKXFwG9h2f91J4cfgNhV4Avgy-o1Vqp9azmAk4/edithttps://docs.google.com/a/terpmail.umd.edu/document/d/1QGWcdzKPcLFtPIah-Cf2LFVvZQq3JRS09i9ei-nWvg4/edit] [15: https://docs.google.com/a/terpmail.umd.edu/file/d/0B1U5Ef04PziRN3ltSnRGek8yV1k/edit]

Student Government RecommendationsIf the University chooses to move forward with the sale of alcohol at sporting events, we recommend the following: Alcohol sales should be limited to two drinks per person, with sales being cut at the conclusion of the third quarter. Only students with designated wristbands will be allowed to purchase alcohol at concession stands. These wristbands should be provided to students above the age of 21 by gameday staff inside the stadium. Designate areas of the student section to be alcohol and alcohol-free areas. The Athletic Department and Dining Services should partner with alcohol distributors to bring a comprehensive alcohol safety education program to the student body. A portion of the money gained from the sale of alcohol should be earmarked and invested in future efforts to curb binge drinking as well as other areas of student health such as mental health, sexual assault prevention, etc. This policy should be implemented on a trial basis. A comprehensive review of this policys effects on the student body and campus drinking climate be done throughout the 2015-2016 school year, with a final report issued to the University Athletic Council, who can then vote to continue or suspend the practice for following years.