Beer sales and Fan friendly pricing of food and drink in Lane.

https://hokiesports.com/news/2021/6/29/virginia-tech-football-fan-first-...

Fan First Pricing
Virginia Tech Athletics will introduce a new Fan First Pricing model for traditional concession offerings throughout Lane Stadium this fall. While exact pricing is still being finalized, this new model will feature more affordable pricing for some of the gameday staples and prices will be shared throughout the summer. Fans can expect to see reduced pricing on items including bottled water, Coca-Cola fountain drinks, hot dogs, and more.

It looks like more and more college and professional teams have both seen the data from places like the Falcons and seen that you can lower prices and sell more and actually make more money. Glad to see it.

There will also be ONLY cashless purchase options for food.

These enhancements also include a switch to cashless transactions, which will reduce touch-points and increase the speed of service. When data from previous years was reviewed, approximately five percent of all transactions in concession stands utilized cash and this switch allows us to move fans through the lines more efficiently. The current plan for those who do not have credit cards, debit cards, etc. will be to sell prepaid gift cards in the bookstore location on the west side of Lane Stadium. More details on this will be released as it gets closer to September.

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