WSU enhances game day experience with walk-around alcohol pilot program at Gesa Field

Washington State University has announced a new pilot program allowing walk-around beer and wine sales at Gesa Field on the Pullman campus. The WSU initiative is designed to enhance the fan experience while maintaining a strong commitment to safety and responsible consumption. Beginning with the Sept. 20 home game against Washington, fans aged 21 and over with valid, government-issued identification will be able to purchase beer and wine from general concession stands throughout the stadium, eliminating the need for a designated beer garden. This change aligns WSU with other Pac-12 institutions and reflects evolving fan expectations for a more inclusive and enjoyable game day environment. "We listened to our fans and developed a pilot program that enhances the game day experience while prioritizing safety and responsibility," said Jon Haarlow, senior deputy athletic director/COO. "In collaboration with Aramark Sports + Entertainment and the Washington State Liquor and Cannabis Board, we've created a plan that meets all regulatory requirements and supports a safe, welcoming atmosphere for all fans." We listened to our fans and developed a pilot program that enhances the game day experience while prioritizing safety and responsibility. Jon Haarlow, senior deputy athletic director/COOWashington State University The program follows a successful model already implemented within the state that has gone through a thorough review by the Washington State Liquor and Cannabis Board's enforcement team. The Liquor Board provided final approval at its Sept. 10 meeting. Key elements of the pilot program per the Washington State Liquor and Cannabis Board include: No stadium re-entry once a ticket has been scanned. Walk-around beer and wine sales are available through the end of the third quarter. Student section remains alcohol-free with a strict zero-tolerance policy. Limit of two alcoholic drinks per person, per transaction and ID checks for all alcohol purchases. Rogers Field/Cougville becomes part of the ticketed footprint of Gesa Field and will require a game ticket to enter. Rogers Field/Cougville will serve beer and wine leading up to kickoff and will close at the start of the game and not re-open. Fans entering Rogers Field/Cougville will not be allowed to re-enter the stadium once they leave. it's official!: https://t.co/Mb6sy06ChiFAQ's: https://t.co/fJtKmxfKZv#GoCougs | #MadeOfCrimson pic.twitter.com/WkgYhHsYRW- Washington State Football (@WSUCougarFB) September 11, 2025 WSU and Aramark will continue to emphasize responsible drinking through staff training, signage, and enforcement protocols. Fans are encouraged to enjoy the new offerings responsibly and to help maintain a safe and spirited environment at Gesa Field.