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Serve More Alcohol…
But Do It Responsibly 
An Important Reasonable Effort for 
Professional and Collegiate Sports 
Facilities and Concert Venu...
Facility Managers’ Objectives 
• Control over everything other than what 
happens on the “stage” 
• Ensure “positive” expe...
8% of Professional Sports Fans’ Objectives, 
According to the University of Minnesota 
• Watch a good game, preferably hav...
Overlapping Objectives 
Facility 
Managers 
Positive Experience 
Building operation 
Control fan behavior 
Fans 
Enjoy the...
Who Do You Want 
Serving Beers to Your Fans? 
This Guy? From Here?
Who Do You Want 
Serving Beers to Your Fans? 
Or This Guy? 
• 2 Drinks Per 
Transaction 
• ID Checks 
• Revenue for facili...
To Serve Or Not to Serve 
• Collegiate stadiums that do not serve alcohol 
deal with binge drinking in the parking lot bef...
Possible Solutions to Tailgate 
Alcohol Abuse 
• Beer carts 
• Tailgate party 
• Loyalty program
POSSIBLE Idea #1 – Beer Carts
Beer Carts in Tailgate Lots 
• Friendly interaction 
• Controlled service 
• Offer tailgate items 
• Trash bags, napkins 
...
Beer Carts in Tailgate Lots 
• Designated-driver sign-up, 
coupon distribution 
• Reward fans for 
responsible tailgating ...
Idea #2 - Bring the Stadium Party 
To the Parking Lot
Bud Light Power Party 
• Free to public, all ages 
• Discounted prices on beer 
• Designated-driver sign-up 
• Concerts, D...
Idea #3 - Tailgate Loyalty Program 
• Follow rules and win rewards 
• Report violations (via text) by others and win 
rewa...
Consequences for Violations 
• Ban from building 
• Loss of ticket privileges 
• Online alcohol test 
• Ejection (turned o...
Case Study – Red Rocks Amphitheater
Case Study – Red Rocks Amphitheater 
• National park grounds in Jefferson County, CO 
• Managed by Denver City and County ...
Case Study – Red Rocks Amphitheater 
• In 2000, alcohol service began inside the venue 
• Service limits, ID checks, desig...
To Serve Or Not to Serve 
• For several seasons, New York Jets did not 
serve alcohol at their last regular season home 
g...
Responsible Alcohol Service 
Is the Best Way to Ensure 
Responsible Drinking 
Jill Pepper 
TEAM Coalition 
jill@teamcoalit...
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Stadium Managers Association - Feb 2011 - TEAM Educational Presentation

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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.

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Stadium Managers Association - Feb 2011 - TEAM Educational Presentation

  1. 1. Serve More Alcohol…
  2. 2. But Do It Responsibly An Important Reasonable Effort for Professional and Collegiate Sports Facilities and Concert Venues
  3. 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. 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. 5. Overlapping Objectives Facility Managers Positive Experience Building operation Control fan behavior Fans Enjoy the Game Drink Alcohol Revenue From Alcohol Sales
  6. 6. Who Do You Want Serving Beers to Your Fans? This Guy? From Here?
  7. 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. 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. 9. Possible Solutions to Tailgate Alcohol Abuse • Beer carts • Tailgate party • Loyalty program
  10. 10. POSSIBLE Idea #1 – Beer Carts
  11. 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. 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. 13. Idea #2 - Bring the Stadium Party To the Parking Lot
  14. 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. 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. 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. 17. Case Study – Red Rocks Amphitheater
  18. 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. 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. 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. 21. Responsible Alcohol Service Is the Best Way to Ensure Responsible Drinking Jill Pepper TEAM Coalition jill@teamcoalition.org 703-647-7431

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