City to consider cutting beer prices at GFL Memorial Gardens

Soo Greyhounds fans may get a break on the price of concession food and alcohol during the 2019-2020 season, City Council decided last night.

At the urging of Ward 3 Coun. Matthew Shoemaker, councillors voted to look into following the lead of major-league sports venues in offering their most popular menu items at 'fan-friendly' prices.

If the idea is adopted, it will be tried for one hockey season and then evaluated to determine whether sales and profits increase.

"I understand that our concessions have been increasing their profits year over year," Shoemaker said.

"I'm thinking that this is a way to supercharge that revenue increase and raise even more revenue."

Like most other municipally-owned sports and entertainment venues, GFL Memorial Gardens operates at a loss and is subsidized by tax dollars.

"Anything that can offset that loss and increase revenues is worth looking at," Shoemaker said.

This season, Toronto Blue Jays started selling beer and selected other fan favourites for $5 or less, including taxes.

The items are available at special 'Dugout Deals' stands on each level of the Rogers Centre.

For $5, Blue Jays fans can get a 12-ounce can of Bud or Bud Light.

That compares to regular beer pricing up to $12 for a 16-ounce can or as much as $14 for a 24-ounce tallboy, depending on brand.

For $3, hot dogs, popcorn, ice cream cones and 16-ounce soft drinks are available at the Rogers Centre.

"I'm all for it," said Ward 1 Coun. Paul Christian, who suggested also looking at bundling some concession products for added savings and profits.

Ward 2 Coun. Lisa Vezeau-Allen pointed out that GFL Memorial Gardens is budgeted to spend $2.4 million in 2019, but will earn just $1.7 million in revenue.

That's a $700,000 loss that must be subsidized by taxpayers.

Ward 1 Coun. Sandra Hollingsworth also supported the fan-friendly price idea, but expressed concern that not all concession stands are open during concerts.

"It's frustrating for fans....to purchase a beverage when they have to wait and wait and wait," Hollingsworth said.

"People are not going to wait in that line, even though we may have fair pricing."