The University of Iowa Department of Athletics’ 2021-22 pilot program to expand beer and wine sales at UI athletics facilities generated more than $3 million and received positive feedback from a postseason survey among Iowa ticket holders.
“Providing fans with a safe and enjoyable game day experience has always been our priority,” says Gary Barta, Henry B. and Patricia B. Tippie Director of Athletics Chair. “The feedback we received from our fans and campus partners regarding the pilot program has been positive. That is a credit to the preparation of everyone involved, including our staff, campus safety, distribution partners, and fans.”
In a 2021 survey emailed to Iowa football fans after the season, 82% of respondents reported expanded beer and wine sales at Kinnick Stadium had either a positive impact (43%) or no impact (39%) on the overall game day experience.
The UI Department of Public Safety (DPS) issued 24 game day citations during seven home dates at Kinnick Stadium in 2021. The previous five-year average (2015-19) was 33 citations per year, and the five-year average from 2010-14 was 397 citations per year. Fans did not attend games in 2020 due to the COVID-19 pandemic.
“The Department of Public Safety has seen a decline in alcohol-related incidents since implementing an approach centered on educating fans about safe, responsible, and legal consumption,” says Mark Bullock, assistant vice president and director of the Department of Public Safety. “Controlled alcohol sales support that approach and allow us to monitor, assist, and intervene to address unsafe behavior.”
Total net sales from four campus facilities included about $2.4 million at Kinnick Stadium, $600,000 at Carver-Hawkeye Arena, $13,000 at Duane Banks Field (baseball), and $2,600 at Bob Pearl Field (softball).
Total net commissions from the pilot program were about $1.13 million. Thirty percent of net commissions, about $340,000, will be directed toward research-based initiatives developed and supported by the UI Alcohol Harm Reduction Committee (AHRC), formed in 2009 to decrease high-risk drinking and the related harmful consequences.
“Since 2009, our comprehensive harm reduction efforts have decreased high-risk drinking among UI students by more than 30%,” says Vice President for Student Life Sarah Hansen. “We will continue to use evidence-based approaches to support a healthy and safe culture for everyone, and the revenue from alcohol sales will enable both new initiatives and expansion of current programs.”
The UI alcohol pilot evaluation review team, led by Angie Reams, UI associate vice president and dean of students, is finalizing its report and recommendations. The evaluation process was collaborative and included representatives from the Division of Student Life, Department of Athletics, DPS, the College of Public Health, and the AHRC. Additional assessment and evaluation are necessary as alcohol continues to be sold in UI sporting venues.
“Our commitment to ensuring a healthy and safe community is a shared partnership across the institution,” says Reams. “I’m proud of the rigorous evaluation process we used to ensure that we analyzed this issue from all angles to determine next steps and potential improvements. Our partners in athletics have been transparent, supportive, and collaborative.”
When the Department of Athletics announced the pilot program in June 2021, it joined seven other Big Ten schools that sold beer and/or wine in public areas at their home football games. About half of the schools from the Power Five conferences at the time already sold or planned to sell beer and/or wine at football games during the 2021 season.
The department also modified its game day parking lot hours as part of the pilot program. Those changes included opening tailgating lots no earlier than six hours prior to kickoff and no earlier than 6 a.m. Parking on the night prior to football games was limited to RVs only. Those parking lot hours will continue next season.