By Rachel Ballard
Cougar football fans may no longer be able to bring food or drinks into LaVell Edwards Stadium, but beginning this season, they will have more than the traditional hot dogs and soda to choose from inside.
Thanks to a $1 million renovation at the stadium, BYU Concessions has been upgraded to include 85 new points of purchase, two food courts and food from nine community restaurants.
In addition to these changes, vendors selling hot chocolate, ice cream, popcorn, soda and water will bring the concessions experience directly to the fans - without their ever having to leave their seats.
At a media event Thursday, BYU Athletic Director Val Hale said the decision not to allow food or beverages to enter the stadium from outside came in response to security concerns following the Sept. 11, 2001, terrorist attacks in New York and Washington, D.C.
But he added that closing the gates to food meant something more needed to be offered inside the stadium.
'We did not want to close the gates if we couldn''t offer our fans something special here,' Hale said. 'We wanted to offer them variety, we wanted to offer them great service, we wanted to offer them convenience and we wanted to offer them food at a great price - a value.'
Among the restaurants that will be operating in the stadium are Chick-fil-A, Teriyaki Stix, Wallaby''s Fresh Grill, Subway, Churros Ole, Ruby River Steakhouse, Durango''s Grill, McGrath''s Fish House and Nuts Galore.
BYU Dining Services Director Dean Wright said he believes the concessions changes will bring a new dimension to the football experience.
'We''ve elevated the whole feel of coming to this as an event,' he said. 'Everything in here becomes fun. They (the fans) can come here and go to Ruby River and have ribs and beans right here, instead of going downtown.'
Aaron Black, general manager of BYU concessions, agreed. He said he hopes the new dining experience will become part of an entire entertainment package for fans.
'I don''t think people here realize what concessions can be,' Black said. 'I think they''ll be amazed by what we can do and the service they can get. It''s more like catering.'
In addition to having more food to choose from, fans will also have more payment options available to them. Credit, debit and signature cards will be accepted throughout the stadium.
Also, season ticket holders at BYU will become the first in the country to receive a concessions cash card. The card is already good for $6 and will be sent to season ticket holders along with their tickets.
If they choose to deposit at least an additional $25 onto the card, season ticket holders will receive a 5 percent discount on all concessions they purchase.
Although they will not receive a concessions cash card, students with an All-Sports Pass will also benefit from the new concessions program. They will be notified by e-mail of discounts on food and drinks available to them at each game.
'Every week, they will have an incentive to show their All-Sport Pass,' Wright said.
With the new changes in place, Black said he believes concessions sales will increase considerably, with the goal being to double the revenue from last season.
An increase in sales would also contribute to BYU''s athletic programs.
'We''re hoping to enhance sales so that we can not only cover the costs of stadium needs, but we will also be able to benefit athletics,' Wright said.