JMU’s Bridgeforth Stadium to Offer Limited Beer Sales for 2019 Season

HARRISONBURG, Va. – Beginning with the 2019 football season, James Madison University will offer limited beer sales during all home football games at Bridgeforth Stadium. JMU Public Safety was closely involved and offered its supportive recommendation following extensive campus evaluation, which engaged multiple impacted constituents. The university's food service provider, Aramark, will manage all sales and will monitor and control ABC policy. This decision is part of a comprehensive effort to provide the safest and most satisfying experience for patrons.

Previously, patrons had access to alcohol only in the club and suite levels of the stadium. Under new policy, beverages may be purchased in multiple designated locations and consumed in seating areas throughout the stadium. Sale locations will be established in the ground level of the North end zone as well as both the lower and upper concourses of the West stands. There will not be any locations on the East stands, where the student seating section is located, at this time.

It is anticipated that beer will be the only initial offering, with possible expansion to other offerings later in the season or in future seasons depending upon experience and distributor availability. Sales will be available when stadium gates open through the conclusion of the third quarter. Guests will have the opportunity to purchase two drinks per transaction, with a total of no more than four during one game. An arm-banding process will be implemented to control drink limits.

Operation of the club and suite levels will not be impacted by the addition of stadium-wide beer sales. Alcohol sales and consumption will continue in line with previous policy.

Alcohol sales in-venue have become an increasing best practice in college athletics. Among other reasons, it curbs tailgate binge drinking behaviors and provides a more controlled, safe method for game-day alcohol consumption. The NCAA approved alcohol sales at all Division I championship sites in April of 2018. A few individual championships, including the Football Championship Subdivision title game at Frisco's Toyota Stadium, had been approved for alcohol sales prior to the NCAA's full Division I ruling. New legislation introduced in other states easing restrictions has also contributed to an increased trend for alcohol sales at college sporting venues, including notably one currently under consideration in neighboring North Carolina.

Over half of FBS football venues sell alcohol, while conference mate Delaware and a few other FCS schools (Youngstown State, McNeese State, Northern Colorado) have already initiated stadium-wide alcohol sales and others, such as William & Mary and Richmond, offer sales in select areas. Many institutions, such as Richmond and VCU, offer public sales in their basketball venues.

The addition of beer sales is part of a wave of game-day enhancement's at JMU's Bridgeforth Stadium for the 2019 season. In April, added security measures were announced with a new clear bag policy and walk-through metal detectors in order to ensure a safe experience for all fans. In May, it was announced that the Zane Showker Field playing surface would be replaced to improve student-athlete performance and safety while featuring JMU Athletics' updated brand package.

"We firmly believe that the game-day environment at James Madison's Bridgeforth Stadium is one of the best in FCS football and in all of college football in the region," Director of Athletics Jeff Bourne said. "As part of our commitment to excellence, we continuously evaluate ways we can further enhance the experience of our guests. How do we ensure that game day in Bridgeforth remains a desirable destination on a Fall Saturday? And how do we maintain a safe environment for everyone in attendance? These updates allow us to proactively make a great atmosphere even better."

All game-day enhancements are only planned to impact football games in Bridgeforth Stadium at this time. Implementation at other facilities, such as the new Atlantic Union Bank Center, or at other events hosted at Bridgeforth Stadium will be evaluated at a later time.

The Game Day Central page at JMUSports.com provides resources for all fans to best enjoy their game-day experience at JMU Athletics events.

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