Beer and liquor sales raked in $40,000 for the UNM Athletics Department in the Lobos’ season-opening football game in early September, with a net profit of around $20,000 on the first night.
Though it’s too early to tell how liquor sales will fare in future games, Deputy Athletic Director for External Operations Brad Hutchins, said the University is optimistic.
“Concessions were positive after one game, and we look forward to selling more in the future,” he said.
Although it’s impossible to foresee how much UNM could make off the practice in the long run, the numbers from the first game, stretched over the entire 2016 football season, which includes six scheduled home games, comes out to a net profit of $120,000.
At the start of the season, UNM joined 40 schools planning on selling alcohol at games this fall, according to CBS.
The decision places UNM among five other Mountain West Conference schools that sell alcohol.
The first night beer was found at concession stands, things went smoothly, Hutchins said, due to the necessary protocols in place to prevent underage consumption.
“It’s important when you roll out a new program you do it the right way,” he said. “We’re trying to make a safe, fun environment for the fans.”
The Athletics Department cooperated with ENDWI to get people home safely, and patrons were able to receive a free beverage if they signed up as a designated driver for the night.
Alcohol sales were also highly regulated, as those who wanted to drink had to wear a wristband signifying they are of age, and present a legal ID.
There was also a four drink maximum, and no alcohol was sold after the third quarter.
Sierra Mapel, a freshman emergency medical services major, said if the University can regulate alcohol sales, the environment among fans at sporting events will be safer.
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“People will drink at games. At least if they’re selling it through the University they can regulate it,” she said.
Branden Faulkner, a freshman history major, agreed that selling alcohol at Lobo games is a good thing in the long run, especially if the money goes back to the school.
“The money can go into school programs that are underfunded and go to sports that don’t get that much funding,” he said.
Hutchins said the money made from alcohol sales will go into the general operating costs of the Athletics Department, which has been operating in the red in recent years.
Medical bills, travel costs and athletic scholarships are a few examples of what the department pays for, he said.
Adding that alcohol at games was more focused on fan’s experience rather than profit for Lobo Athletics.
“You want people to enjoy their experience and get home safe,” he said.
Brendon Gray is a news reporter at the Daily Lobo. He can be reached at news@dailylobo.com.
