The University of Georgia is reducing concessions prices at Sanford Stadium by up to 50 percent this season, as the Bulldogs anticipate full-capacity crowds at home football games.
As reported by 247Sports.com, citing the Athens Banner-Herald, the price reductions will translate to $2 bottled water, $2.50 bottled soda, $2.50 hot dogs, $2 candy and $2 for a small popcorn.
“I’ve been in enough of our venues and I’ve watched a family walk up to a concession stand,” athletic director Josh Brooks said. “I don’t want that family of four to pay $40 or more to feed their family. That’s not the experience I want to create.”
"It’s not always about profits at every turn," Brooks added, per the Banner-Herald, and the athletic department is anxious to see a capacity crowd back in the stands at Sanford Stadium.
According to 247Sports, the Bulldogs operated at 20 to 25 percent capacity during the 2020 season, resulting in a significant loss in revenue. The university showed $34.3 million in ticket revenue in April of 2020, reflecting money collected from the 2019 season. That number dropped to $2.4 million as of April 2021, a decrease of $31.9 million.
Georgia played just three of four scheduled home games last season. It had to cancel one game due to COVID-19 issues within the Vanderbilt program, and Georgia served as the designated home team in a neutral-site game against Florida.
