SMU began selling beer and wine when it reopened Moody Coliseum in January. Thanks to the on-court performance of a surging Mustangs team and some promotions to drive ticket sales, the school sold nearly $350,000 in beer and wine over just 13 home games.
The $350,000 is for gross sales, according to the state comptroller's office. An unknown portion of those sales goes to Aramark, the SMU vendor. The beer and wine sales made up more than half the $650,000 in food and other concessions sold at the games, said SMU athletic spokesman Brad Sutton.
SMU will continue its exploration into beer and wine sales at football games this fall, and likely offer the concessions for all of the 2014-15 basketball season. At basketball games, students could show government-issued ID's to receive wristbands outside the arena with tabs that limited them to three beverages. Sutton told the Dallas Morning News that the process for football games has not been finalized.