Beer At Iowa State Football Games: Buy Or Not?

Beer and liquor laws vary widely by state in the US. In Iowa, beer and wine have been available for purchase at Iowa State football games since 2021. This was a pilot programme, and it is unclear if it is still in place. Iowa has traditionally had some of the most restrictive alcohol laws in the country, and Iowa State was one of the last universities to allow alcohol sales at its football games.

Iowa State's football alcohol policy

Current Alcohol Policy at Iowa State Football Games:

Iowa State University has resisted calls to sell alcohol stadium-wide during its football games, maintaining a more limited approach to alcohol sales. The university's athletic director, Jamie Pollard, has stated that they have no interest in changing the current alcohol policy during home athletic events. This decision is based on preserving a family-friendly environment and avoiding potential issues related to excessive alcohol consumption.

Limited Alcohol Sales:

While Iowa State does not sell alcohol throughout the stadium, it offers beer and wine to VIPs in suites and at specific clubs. This setup is similar to other universities in the state, such as the University of Iowa and Northern Iowa, which also have restricted alcohol sales for VIPs and suite ticketholders.

Growing Trend of Stadium-Wide Alcohol Sales:

Across the country, there is a growing trend of college football stadiums selling alcohol to the general public. As of the 2023 season, out of 133 FBS schools, 117 (88%) will sell alcohol, with many schools starting stadium-wide sales in recent years. This shift is attributed to the desire to enhance the fan experience and increase revenue.

University of Iowa's Change in Policy:

The University of Iowa, a fellow Big Ten school, changed its alcohol policy in 2021, becoming the eighth Big Ten program to sell beer and wine in public areas at home football games. This decision was also framed as a way to enhance the fan experience and provide an additional amenity. The university implemented a pilot program to expand alcohol sales at various sports venues, including Kinnick Stadium, Carver-Hawkeye Arena, Duane Banks Field, and Bob Pearl Field.

Iowa State's Resistance to Change:

Despite the changing landscape of alcohol sales in college football, Iowa State has maintained its position on alcohol sales during home athletic events. The university prioritizes other aspects of the fan experience and aims to preserve a family-friendly atmosphere. Iowa State's football program has also seen success in terms of season ticket sales and attendance records, reducing the pressure to implement cultural changes.

Potential Revenue and Challenges:

While expanding alcohol sales can bring in significant revenue, there are also challenges to consider. Iowa State's Kinnick Stadium, built in 1929, has infrastructure limitations that could lead to crowded concourses and longer lines. Additionally, the university must navigate the balance between providing alcohol and addressing concerns related to underage drinking and binge drinking.

Stadium-wide alcohol sales in college football

The University of Iowa, for example, began selling beer and wine at Kinnick Stadium and other sports venues in 2021, becoming the eighth Big Ten football stadium to sell alcohol to the general public. Iowa Athletic Director Gary Barta cited enhancing the fan experience and providing an additional amenity as the primary reasons for the decision, rather than solely focusing on increased revenue.

The financial benefits of stadium-wide alcohol sales can be substantial. The University of North Carolina, for instance, generated about $4 million in sales, while Ohio State brought in $1.35 million in beer sales in a single season. These additional revenue streams can be particularly attractive to athletic departments seeking new sources of funding.

However, the decision to sell alcohol in college football stadiums is not without controversy. Some schools, particularly in states with strict liquor laws like Utah, have resisted implementing stadium-wide alcohol sales. Iowa schools, for instance, have been slow to adopt these changes, with athletic directors citing the importance of maintaining a family-friendly environment and the potential for alcohol to lead to undesirable fan behaviour.

Furthermore, there are concerns about the potential impact on public health and safety. While some studies suggest that in-stadium alcohol sales can be introduced without adversely affecting public health, others have found a link between alcohol sales and increased emergency department visits and high-risk behaviours.

Overall, the trend towards stadium-wide alcohol sales in college football continues to grow, with schools weighing the potential financial and fan experience benefits against possible public health and safety risks.

Alcohol sales in Iowa sports venues other than football

Iowa has historically resisted the sale of alcohol at college football games, with both Iowa's Gary Barta and Iowa State's Jamie Pollard stating that they don't foresee changing their current football alcohol policies in the near future. However, in 2021, the University of Iowa's athletic department announced a pilot program to sell beer and wine at Kinnick Stadium and other sports venues, including Carver-Hawkeye Arena, Duane Banks Field, and Bob Pearl Field.

In its first year of alcohol sales throughout Kinnick Stadium and other sporting venues, Iowa's athletics department generated over $3.2 million in gross sales. Alcohol revenue from winter sports also contributed significantly, with $632,487 in sales from men's basketball, wrestling meets, and women's basketball games combined.

While Iowa has traditionally been cautious about alcohol sales at football games, other sports venues in the state have embraced it as a way to enhance the fan experience and increase revenue. The University of Iowa's decision to sell alcohol at sporting events other than football games shows a shift in thinking and a recognition of the changing expectations of fans, especially the younger crowd.

The state of Iowa has strict alcohol laws and regulations, including requirements for licensee responsibilities, employee ages, and record-keeping. These laws apply to all establishments serving alcohol, including sports venues. Iowa's keg registration law, for example, aims to combat underage drinking and deter adults from providing alcohol to minors.

While Iowa's resistance to stadium-wide alcohol sales at football games may be rooted in its traditional values and family-friendly image, the success of alcohol sales at other sports venues could influence future decisions. The revenue generated and the positive impact on the fan experience may eventually tip the scales in favor of expanding alcohol sales to football games as well.

Alcohol sales in the Big Ten Conference

Alcohol sales at college football games have become increasingly common in recent years. In 2023, 88% of FBS schools sold alcohol, compared to just a handful of colleges a decade ago.

The Big Ten Conference is no exception to this trend, with 11 of its 14 schools allowing alcohol sales at sporting events as of 2023. Illinois, Indiana, Maryland, Ohio State, Purdue, Rutgers, Minnesota, Iowa, Wisconsin, Northwestern, and Penn State all sell alcohol at football games.

The remaining three schools within the conference—Michigan, Michigan State, and Nebraska—did not sell alcohol at football games as of 2023. However, this could soon change for Michigan and Michigan State, as lawmakers have been pushing to lift the state's ban on alcohol sales at college sporting events.

Iowa, a member of the Big Ten Conference, has resisted selling alcohol at its football games for a long time. While the University of Iowa eventually began selling beer and wine at Kinnick Stadium and other sports venues in 2021, Iowa State has maintained its position against alcohol sales during home athletic events. Iowa State's athletic director, Jamie Pollard, has emphasised the importance of maintaining a family-friendly environment and expressed concerns about the potential impact of alcohol on fan behaviour.

Iowa's alcohol laws

In terms of college football games, Iowa's laws and attitudes towards alcohol have been more conservative compared to other states. While more and more colleges across the country have allowed the sale of alcohol at football games, Iowa schools have been slower to adopt this change. As of 2023, only eight Big Ten football stadiums within the state, including Kinnick Stadium, sold alcoholic beverages to the general public. Iowa State University, in particular, has resisted changing its alcohol policies during home athletic events, citing a commitment to maintaining a family-friendly environment.

However, there are some indications that Iowa's resistance to alcohol sales at college football games may be softening. For instance, the University of Iowa Athletic Director, Gary Barta, stated that while their decision to sell alcohol was based on enhancing the fan experience, they would also not rule out the potential for increased revenue. Additionally, there is a growing recognition that improving the in-game experience, including providing access to alcohol, may be necessary to boost attendance and revenue.

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