Eastern Kentucky University will sell beer at three home football games this season, the school announced Friday.
Sales will be limited to fans in EKU's new Touchdown Terrace area of Roy Kidd Stadium in Richmond.
"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 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 school said the decision to sell beer is on a trial basis. If the Touchdown Terrace program proves safe and successful, the university will consider the addition of wine sales. Planned enhancements to Roy Kidd Stadium will include the serving of beer and wine in club and suite space.
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Kentucky's three Football Bowl Subdivision programs — Kentucky, Louisville and Western Kentucky — already offer alcohol sales with similarly specified conditions.
The Touchdown Terrace, located in the north end zone, will be open only to fans 21 and older on Sept. 26 against Austin Peay, Oct. 24 versus Tennessee State and Nov. 7 against Tennessee-Martin.
Fans will be limited to one beer per transaction and will not be permitted to leave the enclosed area with their purchase. 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."
The Colonels kick off the 2015 season at home against Valparaiso on Thursday, Sept. 3 at 7 p.m.