Beer, wine sales to resume at UCLA football games for first time in 32 years

One of Martin Jarmond's defining moves at Boston College was bringing alcohol into the Eagles' football and basketball stadiums.

Just over a year into Jarmond's stint as UCLA's Athletic Director, the Bruins are halfway there.

UCLA Athletics announced Thursday it would start selling beer and wine at the Rose Bowl during football games this season, something that hasn't happened in general seating since the 1989 season. There will be a two beverage purchase limit per transaction, per valid ID, and sales will cease at the end of the third quarter.

"We heard the fans loud and clear that this will enhance the gameday experience, which is always a priority," Jarmond said in a statement. “We’re excited to offer this expanded service and will implement mechanisms to promote responsible drinking so that the Rose Bowl will remain a safe and family-friendly environment for all fans.”

Within a week of getting hired in May 2020, the Daily Bruin asked Jarmond if he would consider bringing alcohol to the Rose Bowl and Pauley Pavilion, and here's what he had to say:

I haven’t had any conversations about that. It was the right move for BC at the time and we determined that through the work we did with our fan council. I really leaned into learning and understanding what our fans wanted, but also the political dynamic with beer and wine and what all that entails in the city. So that was a separate situation, I think in situation when you when you’re talking about alcohol, you really have to look at where it is and all the dynamics that go into play and whether you want to provide that to your fans or not. So for me, that’s premature. Again, I haven’t gotten there and I haven’t learned and listened to see what are the opportunities, what are the challenges as far as alcohol sales? That’s not something I’m focused on right now, I’m really just focused on closing out here, and then learning and listening a lot once I get there.

Whatever challenges there were in securing alcohol sales at the Rose Bowl, Jarmond and UCLA Athletics overcame them by working closely with the university, the City of Pasadena and the Rose Bowl Operating Company.

Alcohol had been served in premium seating areas, such as donor lounges and wine gardens, during previous seasons, but was not available to all 21-and-older patrons as it will be starting in 2021. One of the reasons beer and wine sales were halted, according to a Los Angeles Times report in 1990, was because of the rising number of misdemeanor arrests, alcohol-related fights and drunk driving incidents.

To combat the return of those issues, all Rose Bowl security and personnel involved with alcohol sales must participate in Responsible Alcohol Service Training.

Crosstown rival USC does not currently sell alcohol at its football games, but six other Pac-12 schools do.

Unlike last year, there will be fans in the Rose Bowl bleachers to enjoy the variety of imported and domestic beers, as well as red and white wine, for sale. How many fans isn't going to depend on COVID-19 – UCLA Athletics announced football games could operate at full capacity this fall – but rather the same combination of issues that plagued the Bruins' attendance numbers in the past.

UCLA averaged 43,849 fans per home game in 2019, a record-low for the program.

Maybe alcohol is the spark the Bruins need to improve upon those numbers moving forward.

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