I'm well aware of the BAC level of most of the fans, but serving alcohol won't decrease that level. I think if most college kids had the opportunity to purchase booze inside the stadium they would, which doesn't give them any time to sober up during the game. I don't think it's much of a reach to expect more fights, swearing, vomit, dui's, conduct un-becoming, ******-bagery etc.
Anyway, I realize this is a lot of money we're talking about, but I'm just not sure if it's actually worth it if we don't absolutely need the cash.
PS, This is coming from someone who on several occasions could have made a serious claim to being the drunkest person in Jack Trice.