The Assembly Hall will introduce a pilot alcohol sales program this month at select shows targeted toward adults. Alcohol sales will be limited to beer and wine. The pilot program is in effect at Cirque du Soleil’s “Alegria,” which continues through March 21, and “Cabaret” on April 24.
Additional events targeted toward adults also are being considered. Sales will not take place during events that draw a large number of students.
For a number of years, Assembly Hall management has been at a disadvantage competing for national touring shows because the venue does not sell alcoholic beverages, unlike competing venues in Bloomington, Chicago (including the UIC Pavilion), Peoria and Springfield. “We’ve actually lost shows to the U.S. Cellular Coliseum in Bloomington and Peoria Civic Center because they sell alcohol and we don’t,” said Kevin Ullestad, the director of the Assembly Hall.
Consumer feedback also has driven the pilot program. “It is important that we respond to marketplace needs,” Ullestad said. “For some adult audiences, having an alcoholic beverage while enjoying a show has become an expectation, and, this is something the Krannert Center for the Performing Arts has been doing successfully for years.”
University President Stanley O. Ikenberry and Chancellor Bob Easter have both approved the pilot program. Assembly Hall will be required to provide a written report to university administration at the end of the pilot program to determine whether to continue alcohol sales.
Several Assembly Hall staff members have become TIPS certified (Training for Intervention ProcedureS), which provides instruction in the responsible service, sale and consumption of alcohol. A detailed service plan has been developed by the Assembly Hall to manage and monitor the program. Designated alcohol serving stations will be set up where no other concession products will be sold; all Illinois Liquor Commission policies and regulations will be strictly enforced. IDs will be checked as necessary, wrist bands will be issued and drink limits will be enforced.
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