Tennessee's 'Happy Hour' Promotion Earns $1.3M During Trump's Visit
The Volunteers' athletic department is extending a successful promotion that offered discounted concessions and alcohol after an event attended by the former president.
The University of Tennessee's athletic department generated $1.3 million in alcohol sales during the recent football game attended by former President Donald Trump, selling 95,000 units of beverages. The event, a top-15 matchup between Tennessee and Texas at Neyland Stadium, saw gates open an hour earlier than usual to accommodate heightened security measures for the presidential visit. To encourage early attendance, concessions and alcohol were offered at a 50% discount between 9 a.m. and 10 a.m. ET.
The promotion proved to be a significant financial success, with sales beginning as early as 9:02 a.m. In total, approximately 13,571 alcoholic beverages were sold per hour throughout the game, which concluded around 4 p.m. ET.
Following the strong performance of the "Happy Hour" initiative, Tennessee athletic director Danny White announced on social media that the promotion would continue for the remainder of the season. "Should we make it a thing? Feels like we should make it a thing," White stated. The extended promotion means stadium gates will open three hours before kickoff, with half-priced concessions available for the first hour. White expressed his hope that this gesture would serve as a token of appreciation for the team's fanbase.
The Volunteers are scheduled to host Auburn next, with gates opening three hours prior to the 3:30 p.m. ET kickoff on ESPN.