FAQs - Bridgeforth Beer Sales - James Madison University Athletics

Frequently Asked Questions - Bridgeforth Stadium Beer Sales

How did JMU arrive at the decision to implement alcohol sales at football games?
During the last year, a working group reviewed what it would take to responsibly move forward with the sale of alcohol while prioritizing student and participant well-being, safety and security. That group also worked—along with the official vendor, Aramark—on the development of policy and infrastructure to responsibly implement sales in accordance with state law.

During football home games, when will alcohol be available for purchase?
Alcohol sales will begin when gates open—90 minutes before kickoff—and will conclude at the end of the third quarter.

How many drinks can I purchase?
Guests will have the opportunity to purchase two drinks per transaction, with a total of no more than four during one game.

What is the process to purchase drinks?
Guests will go to one of four locations to receive a wristband after providing proper identification. The four ID checks can be found: One outside the stadium on the APC patio near the Duke Dog statue, one behind the North Endzone just inside of Gate D, one on the Lower Concourse at the Guest Services booth, one on the Upper Concourse at the Guest Services booth.

Where can I purchase alcohol?
There are four locations available for purchasing alcohol: one behind the North Endzone just inside of Gate D, One on the lower concourse near Section 212, one on the upper concourse behind Section 303, one on the Upper Concourse behind Section 312.

How will Aramark control how much a guest consumes?
Wrist bands will be marked at the time of purchase to indicate the number of beverages purchased. Once a guest has reached their four beverage purchases, a black line will be drawn around the whole wristband. There will be a compliance team and event staff monitoring throughout the stadium in addition to Public Safety.

Will alcohol be served in a cup or a can?
Aramark will be serving 16 oz. cans that will be opened at the time of purchase by Aramark staff and handed to the guest.

Can I request an extra empty cup when I purchase alcohol?
No. In an attempt to discourage overserving and pass-offs to underage patrons, servers are prohibited from providing customers with additional cups at the point of sale.

Is it still permissible to enter the stadium with an empty see-through container?
Yes. The containers must be empty and permissible (glass, for example, is prohibited).

What should I do if I suspect someone near me has consumed too much alcohol or has passed alcohol off to a minor?
You can inform the nearest usher. You can call Game Day Hotline at 540-568-4381 or may send a text—beginning with the word DUKES—to 78247 and include your seat location and a description of the issue. Stadium personnel will respond. The text-messaging system also applies to medical and custodial issues. Ushers will also be monitoring seating areas for passed drinks or suspected underage drinking.

Will this impact the Club or Suite operations?
No. The club and suite levels will not be impacted by the addition of stadium-wide beer sales. All sales and consumption will remain in line with previous policy.

When will alcohol be available for purchase at other JMU sports/venues?
The university will evaluate opportunities for implementation of alcohol sales for other sports/venues in the future. At this time, alcohol will only be sold at football.

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Completed Event: Men's Golf versus JT Poston Intercollegiate on September 14, 2025 , , 4th of 15

Completed Event: Field Hockey at #3 Virginia on September 14, 2025 , Loss , 1, to, 4

Completed Event: Volleyball versus Ball State on September 14, 2025 , Win , 3, to, 2 , (21-25, 19-25, 27-25, 25-14, 15-9)

Completed Event: Women's Golf versus Elon Invitational on September 15, 2025 , , t-1st of 13

Completed Event: Women's Soccer at Old Dominion on September 18, 2025 , Loss , 0, to, 1

Upcoming Event: Field Hockey at Central Michigan on September 19, 2025 at 2 p.m.

Upcoming Event: Volleyball versus UT Rio Grande Valley on September 19, 2025 at 6 p.m.

Upcoming Event: Men's Soccer at #13 West Virginia on September 19, 2025 at 7 p.m.

Upcoming Event: Women's Tennis at ITA All-American Championships on September 20, 2025

Upcoming Event: Volleyball versus Delaware State vs. William & Mary on September 20, 2025 at 11 a.m.

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