And you thought Husker fans weren’t rowdy enough. Nebraska Board of Regents officially votes yes on allowing alcohol sales at Husker football games and volleyball matches. The impact will be your typical increase in fanatics in the stands, but we also will need to look at the economic impact that the sale of alcohol at games will have not only for the program but the city of Lincoln’s economy itself. Alcohol sales are set to take place in fall, 2025.
It’s not just a simple increase in revenue at Memorial Stadium, but will have an immediate and immense impact on the economy of Lincoln businesses, entrepreneurs and residents alike. But let’s start with just Memorial Stadium alone. If just 20% of memorial stadium drinks 2 beverages a piece in 2025 this change should generate 1.25 million dollars in profit for the university and an extra $100,000 in taxes just off alcohol sales alone. If you add in the volleyball games, that number greatly increases. It will also create jobs for vendors and individuals that they will deem their “alcohol safety team”. It should in theory increase food sales by 3-5% as well. Although a detailed plan of how this newly generated income has not been laid out, I’m sure a portion will be going towards upgrades and improvements of Memorial Stadium.
I would love to see the The 1890 Initiative granted access to operating these alcohol sales concessions as a way to generate money for the athletes and increase recruiting paralysis to compete with the top tier Universities. It is an innovative way that 1890 can compete in a way that currently isn’t on the table.
Not only will alcohol sales boost stadium revenue, it will also generate more income for nearby businesses. From hotels, to restaurants, rideshare companies and merchandise sales. More people will need to grab an Uber or stay over in a hotel instead of being able to drive home after a game. It will also create a new market for overnight parking in some instances.
In totality, yes there will be a few bad apples and I am not looking forward to the overly drunk 37 year old talking way too loud and spilling his drink but I do believe the pros outweigh the cons in this situation. Just remember to drink responsibly and don’t act like a fool, well unless it’s third down. Be safe, and Go Big Red.