Alcohol Sales at Bridgeforth Stadium
Limited beer sales were offered for the first time at home football games during the 2019 season. JMU Public Safety was closely involved and offered its supportive recommendation following extensive campus evaluation, which engaged multiple impacted constituents.
The university's food service provider, Aramark, manages all sales and monitors and controls ABC policy. This decision is part of a comprehensive effort to provide the safest and most satisfying experience for patrons.
Club- and suite-level patrons have access to alcohol in those respective areas. For fans in the lower and upper sections, alcoholic beverages may be purchased in multiple designated locations and consumed in seating areas through the stadium.
Public Sale Locations
- Three stands behind the North End Zone
- Lower concourse on both ends of the west stands
- Upper concourse near section 403 & 404
- Upper concourse near section 406
- Upper concourse near section 411 & 412
- Service provided near section 3 behind the east stands
JMU will no longer require fans to visit a wrist-banding station prior to purchase of alcoholic drinks. Instead, patrons will be asked to show identification at the point of sale and will have their hand stamped.
Sales are available when stadium gates open through the conclusion of the third quarter. Guests may purchase two drinks per transaction. All stands with alcohol will have identical offerings and will also include various snack options and bottled water, unlike previous seasons when alcohol was exclusive to those locations.
Operation of the club and suite levels will not be impacted by the addition of stadium-wide beer sales. Alcohol sales and consumption will continue in line with previous policy.
Alcohol Sales at Atlantic Union Bank Center
With the opening of the Atlantic Union Bank Center in 2020-21, limited beer sales will also be offered for patrons at home men's and women's basketball games.
For more information, click here for frequently asked questions in regard to alcohol sales at JMU.
