RICHMOND – Eastern Kentucky University will introduce its new Touchdown Terrace with beer sales at select home football games this season. EKU joins other universities in the Commonwealth of Kentucky, including the University of Louisville, in offering alcohol sales at sporting events.
The decision to offer beer sales at its three Saturday home games on a trial basis is the result of discussion and collaboration over several years between University administration, students and the Richmond community.
“This is not a decision the University has taken lightly, even as many other colleges and universities nationwide have taken this step in recent years and support has grown here,” EKU President Dr. Michael Benson said. “It comes only after years of thorough evaluation and numerous discussions about how best to implement this option for our adult fans without causing any undue problems. Ultimately, we determined that the provision of alcohol in a controlled environment will lead to more responsible consumption and a decreased likelihood of binge drinking.”
The Touchdown Terrace, located in the north end zone, will be open only to fans 21 years and older on Saturday, Sept. 26; Saturday, Oct. 24 and Saturday, Nov. 7. Beer will only be available for purchase inside the Touchdown Terrace. Fans will be limited to one beer per transaction and will not be permitted to leave the enclosed area with their purchase. All beer sales will end at the conclusion of the third quarter.
“I appreciate President Benson allowing us the flexibility to think creatively to grow revenue for Athletics,” said Director of Athletics Steve Lochmueller. “Our sports programs are entertainment and as such, we need to value the sentiments of our customers. While this will enhance the fan experience, even more importantly, I believe this practice will allow our personnel to better protect against excess consumption and its consequences on and around campus.”
The Colonels’ kickoff the 2015 season at home on Thursday, Sept. 3 against Valparaiso at 7 p.m. Season ticket packages for all five home games are still available by visiting the EKU Ticket Office, or calling 859-622-2122.
If the Touchdown Terrace pilot program proves safe and successful, the university will consider the addition of wine sales in the future. Planned enhancements to Roy Kidd Stadium will include the serving of beer and wine in club and suite space.