WMU athletics unveils plans for alcohol sales within Waldo Stadium

Bronco fans have long-imagined refreshing themselves with an ice cold beer as the sun shines itself on an afternoon football game at Waldo Staium. That dream has now become a reality, as the Western Michigan University Board of Trustees voted unanimously to approve proposed plans for alcohol sales within the stadium for the 2023-24 season.

WMU is awarded 12 special event licenses a year, where historically six of those licenses have gone to athletics to cover sales in the premium spaces, including the Gill Club. Athletics is moving to expand those same licenses to cover liquor sales in general seating areas and current points of service, so that fans and students of drinking age will be able to purchase beer, wine and seltzers. 

The department has already partnered with the Kalamazoo Department of Public Safety, WMU Auxiliary and Bar Services, facilities, and internal operations in order to ensure the plan can be safely implemented. 

Athletic director Dan Bartholomae explained the department is pursuing this venture because of overwhelming feedback from its fan experience committee, composed of current and former season-ticket holders, as well as general surveys conducted at the conclusion of each football game. 

Alcohol sales was consistently noted as an amenity that would not only enhance the overall fan experience, but even potentially lead to increased attendance, as well as curb binge-drinking habits.

“I’m somebody who likes to ask people what their opinion is,” Bartholomae said. “And almost unanimously, the feedback has been, ‘Is there a way I could just have a beer on a Saturday or Tuesday night in the stadium?”

WMU is currently the only school in the Mid-American Conference that does not allow general alcohol sales within its football stadium. In-state rivals Central and Eastern Michigan have both allowed alcohol sales within their stadiums since 2015. 

Kalamazoo Concessions, WMU’s concessions partner and the primary alcohol vendor for the Kalamazoo Growlers, will facilitate the sales, closely following Michigan Liquor Control Commission, university and state guidelines and will assume all risk. Purchases will be limited to two items per transaction upon presentation of legal identification and sales will cease at the beginning of the fourth quarter. Fans will not be permitted reentry upon leaving the stadium.

A text line will be introduced so that all incidents can be reported directly to public safety officials.