Serve More Alcohol…. But Do It Responsibly An Important Reasonable Effort for Professional and...
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![Page 1: Serve More Alcohol…. But Do It Responsibly An Important Reasonable Effort for Professional and Collegiate Sports Facilities and Concert Venues.](https://reader036.fdocuments.in/reader036/viewer/2022081603/56649de55503460f94add1ec/html5/thumbnails/1.jpg)
Serve More Alcohol…
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But Do It Responsibly
An Important Reasonable Effort for Professional and Collegiate Sports
Facilities and Concert Venues
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Facility Managers’ Objectives
• Control over everything other than what happens on the “stage”
• Ensure “positive” experience• Make sure building operates efficiently and
safely• Control fan behavior from entry to exit• Help marketing, promotions and sponsorship
maximize revenue
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8% of Professional Sports Fans’ Objectives, According to the University of Minnesota
• Watch a good game, preferably have their favorite team win
• Drink as much alcohol as possible outside the stadium
• Sneak as much alcohol as possible into the facility, any way possible
• Drink as much alcohol as they can AFFORD inside the stadium
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Overlapping Objectives
Facility Managers
Positive ExperienceBuilding operation
Control fan behavior
FansEnjoy the Game
Drink Alcohol
RevenueFrom
AlcoholSales
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Who Do You Want Serving Beers to Your Fans?
This Guy? From Here?
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Who Do You Want Serving Beers to Your Fans?
Or This Guy?
• 2 Drinks Per Transaction
• ID Checks• Revenue for facility• Incentive to serve
responsibly - lose job for violating policies
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To Serve Or Not to Serve
• Collegiate stadiums that do not serve alcohol deal with binge drinking in the parking lot before home games
• Facilities that do serve alcohol still face alcohol-related issues in the parking lots
• TAKE RESPONSIBLE SERVICE INTO THE PARKING LOTS!
• Establish and enforce consequences for violations of fan code of conduct, including alcohol policies
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Possible Solutions to Tailgate Alcohol Abuse
• Beer carts• Tailgate party• Loyalty program
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POSSIBLE Idea #1 – Beer Carts
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Beer Carts in Tailgate Lots
• Friendly interaction• Controlled service• Offer tailgate items• Trash bags, napkins• Ketchup, mustard• Lighter fluid, charcoal
• Share reminder of facility policies• Observe and report (via text) fan behavior violations
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Beer Carts in Tailgate Lots
• Designated-driver sign-up, coupon distribution
• Reward fans for responsible tailgating
• Sponsorship opportunity• Video monitors could
show game-day content• Cheerleaders, former players, local celebs ride along• Law enforcement officers ride along
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Idea #2 - Bring the Stadium Party To the Parking Lot
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Bud Light Power Party
• Free to public, all ages• Discounted prices on beer• Designated-driver sign-up• Concerts, DJ• Interactive games• Cheerleaders, former players
• Fantasy football video monitors• Radio affiliate live broadcast
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Idea #3 - Tailgate Loyalty Program
• Follow rules and win rewards• Report violations (via text) by others and win
rewards• Rewards• Premium parking space• Recognition in team e-newsletter• Seat up-grade• Pre-game sideline visit• Meet and greet with players, front office
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Consequences for Violations
• Ban from building• Loss of ticket privileges• Online alcohol test• Ejection (turned over to police, medical or
friend or family member willing to take responsibility)
• Arrest
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Case Study – Red Rocks Amphitheater
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Case Study – Red Rocks Amphitheater
• National park grounds in Jefferson County, CO• Managed by Denver City and County• Did not serve alcohol for decades• Averaged 3 flight for life airlifts for alcohol
poisoning and 20 ambulance runs every summer• Tailgate practices included binge drinking,
underage drinking and binge underage drinking
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Case Study – Red Rocks Amphitheater
• In 2000, alcohol service began inside the venue• Service limits, ID checks, designated-driver program• Within 2 summer concert seasons, binge drinking
behavior changed• No alcohol-related emergency airlifts in 10 years• No alcohol is permitted outside venue on park grounds• Alcohol sales have increased revenue by over $500,000
each season
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To Serve Or Not to Serve
• For several seasons, New York Jets did not serve alcohol at their last regular season home game at Meadowlands Stadium
• San Diego Chargers cut back alcohol service from 2 beers per ID in the 1st half of the game to 1 beer per ID in the 3rd quarter
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Responsible Alcohol Service Is the Best Way to Ensure
Responsible DrinkingJill Pepper
TEAM [email protected]
703-647-7431