Jim Henry

Democrat sports editor

For the first time, beer will be sold at Florida State baseball games at Howser Stadium this season.

After considering the move the past two years, the decision was approved following joint discussions between the university, vendor Aramark and the Florida State Police Department.

Season-ticket holders were alerted of the decision in a letter mailed Friday that explained the “operational improvements” and “new fan amenity” for FSU baseball in 2016.

FSU opens its season with a three-game home series against Rhode Island starting Friday, Feb. 19.

“As mentioned in our message to baseball season ticket holders, we have studied the possibility of beer sales at our baseball games over the past two years,” said Florida State Director of Athletics Stan Wilcox.

“Aramark has a great deal of experience in responsible alcohol sales already on our campus, and we have followed the direction and recommendations from FSU Police in developing the policies surrounding these sales. I am confident we have a good plan in place to accommodate all of our baseball patrons.”

Searching for ways to generate additional revenue, an increasing number of college programs nationally are selling alcohol to fans of legal age in their football, basketball, baseball and softball venues.

Beer sales considered for Dick Howser Stadium

According to the Houston Chronicle, the Texas Longhorns generated $1.8 million in revenue from alcohol sales during the 2015 football season alone.

Beer will be $7 per serving at Howser Stadium, located on-campus next to Doak Campbell Stadium. Patrons will be limited to three beers during any one game – and four during a doubleheader.

Patrons will be issued an identifier that will indicate the number of beers purchased, and no beer will be sold after the sixth inning. Aramark will offer beer at three kiosks within the stadium that will be separate from current concession stands.

Beer distribution will be provided by Cone Distributing Inc. and Tri-Eagle Sales.

The letter to season-ticket holders also explained that the athletics department, Aramark and FSU police consulted with a number of institutions around the country that offer beer sales to solicit the best practices in an effort to establish the procedures.

“Safety and security at all FSU sporting events is a very important task that the University Police Department takes very seriously,” said FSU Chief of Police David Perry.

“Aligning our safety protocols to match those used at football and basketball events will only make Dick Howser a safer venue to allow fans to enjoy the game.”

FSU is not the first state school to sell beer at home baseball games. The University of South Florida has done it for at least the past five seasons.

“At a lot of places it would definitely be a big plus,” Lelo Prado, USF’s assistant athletic director for external affairs and the Bulls’ former baseball coach for eight seasons. told the Tallahassee Democrat last year when the newspaper reported the Seminoles were contemplating selling beer at baseball games.

“I have to believe a place like Florida State, if they start selling (beer), they are going to make a lot of money. It’s harder and harder to find (new) revenue.” he said.

“Everybody is trying figure out any way, every angle, to make more money.”

Two years ago, according to an Associated Press survey of the 21 beer-selling schools that own and operate their stadiums, about half their concessions revenue is derived from alcohol.

And, earlier this month, the NCAA announced that beer and wine will be sold this year in general seating at the College World Series and Women’s College World Series through a one-year pilot program.

The NCAA said in its release that schools that sell alcohol at events report a decline in alcohol-related incidents in their venues.

FSU is scheduled to play 34 regular-season games at Howser Stadium.

The Seminoles averaged 4,277 fans per game last year, meaning the school could have tallied just under $509,000 in beer sales if half the crowd was of legal age and purchased one beer per game.

Beer Sales at Howser Stadium

FSU and Aramark have been exploring the possibility of adding beer sales at Dick Howser Stadium over the course of the past two years. Based on the research and the procedures outlined below, Aramark will begin selling beer at home baseball games.

FSU Athletics, Aramark and the FSU Police consulted with a number of institutions around the country who already offer beer sales to solicit best practices in an effort to establish the procedures. In addition, Aramark, who holds FSU’s concession rights, has extensive experience in alcohol sales around the country, including at a number of locations on the Florida State University campus. In addition, FSU has a long history of responsible alcohol sales at the Donald L. Tucker Center during men’s and women’s basketball games and other university sponsored events.

Please be alerted to the steps being taken in implementing these sales.

POINT OF SALE

Aramark will offer beer at three new kiosks within the stadium that will be separate from current concession stands.

LIMITED QUANTITIES

Patrons will be limited to purchasing a total of three (3) beers during any one baseball game and a total of four (4) during a double-header. No beer will be sold after the 6th inning (6th inning of second game for a double-header). Patrons will be required to present identification each time they purchase beer, and the identification will be scanned. Patrons will be issued an identifier that will be altered to indicate the quantity they have purchased. Beer will be $7 per serving.

Patrons may not enter or exit the gates of Dick Howser Stadium with beer.

TRAINED SALES STAFF

Aramark will staff each of the three sales points with personnel specially trained in alcohol sales who will have the authority and obligation to deny service to any patron who they deem to show visible signs of alcohol impairment. Volunteers and community groups will not be allowed to staff the three kiosks.

As a reminder, FSU maintains a phone hotline during every home football and baseball game (645-JERK) where fans can report inappropriate behavior in the stands.

The program will be closely monitored and adjustments may be made if needed.

-- From FSU’s letter to season-ticket holders