By Marty Gordon
Virginia Tech officials say beer sales and cashless concession stands are coming to all areas of Lane Stadium this fall.
Previously, beer was available for purchase only in select premium seating areas. The availability will include Hardywood’s new Fighting Hokies Lager, which will be available in both Lane Stadium and Cassell Coliseum this fall.
“This is about continuing to improve the game-day experience in Lane Stadium and doing so in a responsible way,” Senior Associate AD for External Operations Brad Wurthman said. “We view Saturdays in Lane as a one-day vacation for Hokies, and after having been without Hokie Nation for this past season, our team is working around the clock to ensure that we elevate the experience that we all know and love. Improving our concessions offerings at an affordable price is a huge part of that.”
The fall football season will feature new affordable pricing for items like bottled water, Coca-Cola and hot dogs.
These enhancements also include a switch to cashless transactions, which will reduce touch points and increase the speed of service. When data from previous years were reviewed, only about five percent of all transactions in concession stands utilized cash. This switch will let fans through the lines more efficiently. The current plan for those who do not have credit cards or debit cards will be to sell prepaid gift cards in the bookstore location on the west side of Lane Stadium. The athletic department plans to release more details closer to September.
As announced earlier this month, Lane Stadium is preparing to host full-capacity events this fall. A variety of ticket packages are available for purchase offering both flexibility and value when compared to the secondary market. Due to strong demand, especially for high-profile games such as North Carolina and Notre Dame, the athletic department is encouraging fans to lock in their spot in Lane as soon as possible.