Around the nation, college football attendance took a downward trend, but the Big Ten was the rare conference to see an increase in attendance. At Purdue, not only did more fans attend games in the first season under new head coach Jeff Brohm, but Purdue saw a revenue surplus fueled by the expanded sale of alcoholic beverages at football games.
According to The Journal & Courier, Purdue athletic department recorded $567,000 in gross revenue, of which $388,000 was generated from the sale of beer and wine last fall at football games in Ross-Ade Stadium. It was the first time alcohol sales had been expanded to the entire football stadium, as opposed to limited offerings in premium sections of the stadium.
“In general, it was very positive and it added to the game day experience. Fans responded to it,” athletic director Mike Bobinski said. “We’ve talked to our concessionaire group (Levy Restaurants) about how we can improve the operation so we don’t create bottlenecks and long lines that cause people to miss extended periods of the game. It was a really good start.”
The success of expanded alcoholic beverages at football games at Purdue continues a growing trend of alcoholic sales at athletic events around the country and will only help to encourage other schools to explore similar options if they have not already. Ten schools in the Big Ten already offer alcohol sales to fans at football games, but Purdue is just one of four to currently offer the sales throughout the majority of their football stadium.
The games that saw the most amount of money spent on alcohol at a Purdue home football game were the Michigan and Indiana games, with $88,341 and $98,223 spent on alcohol, respectively. Bottoms up, indeed.
The other chunk of revenue that helped pad Purdue’s budget sheet was a season-opening game in Indianapolis against Louisville. The game was played in Lucas Oil Stadium, the home of the Indianapolis Colts, and each school received a check for $805,267.