The Stadium Managers Association Seminar focuses on stadium issues at a leadership level. TEAM Coalition presents the facts and techniques that servers should be aware to properly serve alcohol. TEAM Coalition is an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, the beer industry, distillers, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities.

1. Serve More Alcohol…

2. But Do It Responsibly
An Important Reasonable Effort for
Professional and Collegiate Sports
Facilities and Concert Venues

3. 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

4. 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

5. Overlapping Objectives
Facility
Managers
Positive Experience
Building operation
Control fan behavior
Fans
Enjoy the Game
Drink Alcohol
Revenue
From
Alcohol
Sales

6. Who Do You Want
Serving Beers to Your Fans?
This Guy? From Here?

7. 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

8. 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

9. Possible Solutions to Tailgate
Alcohol Abuse
• Beer carts
• Tailgate party
• Loyalty program

10. POSSIBLE Idea #1 – Beer Carts

11. 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

12. 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

13. Idea #2 - Bring the Stadium Party
To the Parking Lot

14. 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

15. 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

16. 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

17. Case Study – Red Rocks Amphitheater

18. 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

19. 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

20. 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

21. Responsible Alcohol Service
Is the Best Way to Ensure
Responsible Drinking
Jill Pepper
TEAM Coalition
jill@teamcoalition.org
703-647-7431