Roughly a month ago, Texas Athletic Director Steve Patterson revealed to a group of sports editors that Longhorn athletics was contemplating selling alcohol at football games.
This after the school’s trial run of selling alcohol at other events – softball, baseball – went off without an incident.
But of course, being the politician ADs can be, Patterson didn’t exactly tip his hand as to when (or if) Texas would permit alcohol at football games.
Steve, you sly dog.
Last week, Texas announced it will allow fans to pony up for a sudsy brew as they and over 100,000 of their closest buddies watch football at Royal-Memorial Stadium.
Bravo, however, to Patterson and the Longhorn athletic department for at least delivering on expectations. For several years now, the school has at least held the notion of serving alcohol at most sporting events, including football.
Previously, only certain fans could purchase alcohol, but had to do so in certain zones in the stadium.
Or, you had to be sitting in those ritzy, top-of-the-line luxury suites to purchase alcohol.
Unfortunately, neither myself nor the countless of other fans at DKR could afford to do that.
That’s why I welcome the ability to purchase alcoholic beverages at football games – and most importantly, bring it back to my seat to enjoy it.
It’s offering a service to fans – which some felt was needed. The move also goes along with Patterson’s desire to improve the Texas brand; something he felt was growing stagnant.
Patterson’s decision does both, and in a big, big way.
Texas certainly wouldn’t be the trailblazer when it comes to selling alcohol at football games. The University of Texas at El Paso began the trend several years ago, with resounding success. Several other schools across the country now sell libations to their fans.
Haven’t heard of a major incident happening in the Sun Bowl due to alcohol sales as of yet. Hopefully it stays that way.
That’s the big catch-22 when it comes to alcohol and sporting events. Every so often does one hear of an incident involving fans, alcohol and violence at a professional game.
I’d like to believe that such problems won’t be a prevalent issue at DKR when the alcohol starts to flow. The notion of instilling responsibility on the fans will be a big push when the taps start to flow.
Expect to see a mass amount of “know when to say when” type adverts on the Godzillatron.
A higher presence of police will more than likely accompany this move as well. Keeping the masses safe will be priority, which leads me to believe UT-Police and Austin Police are able to keep patrons safe.
In my mind, it’s where the money is going from alcohol sales that matters most. So long as it’s helping not only the school, but also the athletics department and athletes themselves is a big step.
Will fans be willing to spend $7 to $10 for a brew?
That might be a bit of a stretch. The average fan sitting in the upper deck north end zone with their family may not be the person who would make the purchase.
Then again, they probably aren’t the demographic UT is going after, either. I’m thinking 20 to 40-somethings who are there with friends, and wanting to have a good time.
It’s the freedom of choice that makes this move so monumental for Patterson and Texas.
And hey, if the football team is having trouble, at least there will be a convenient way for fans to drown their sorrows.