SMU netted six-figures from beer sales at Moody Coliseum and will start beer sales at football games at Ford Stadium this fall, according to the school’s athletic director.
Rick Hart told USATODAY the school experienced no issues with beer sales at Moody and will begin sales at football games when SMU hosts Texas A&M on Sept. 20.
The six-figure net from beer sales is notable because SMU played only 12 games at Moody Coliseum last season. The historic venue was being renovated and SMU had to play the first half of its schedule at a venue in Garland.
Beer sales were part of the new Moody Coliseum that reopened in January with a win over eventual national champion UCONN.
Hart told USATODAY there was an expectation from fans in a big city that there be the option to buy beer or wine at an athletic event.
"There's a revenue component to it, for sure, but it was part of the experience fans wanted,” Hart told the newspaper. “And we had zero alcohol-related arrests. We didn't see a spike in any type of behavioral issues. I understand why it's a topic that needs to be vetted, and it's not for everybody."
Beer sales at Moody Coliseum were considered a test-run for the potential of beer sales at Ford Stadium.
SMU will be one of a small, but growing number of schools in the nation that sell beer at its football games, joining a list that includes Cincinnati, Houston, Memphis, Tulane and West Virginia. Texas began a pilot program in 2014 with beer sales at sports like men’s and women’s basketball.
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