Beer sales aren't as simple as snapping your fingers and it's done. There's costs and infrastructure involved and I imagine the concourses in both Jack Trice and Hilton desperately need upgrades before alcohol could even be considered being sold.
Even if the total cost of those upgrade is $2mil (which I feel like would be low), a net of $500k on alcohol would mean ISU would not be seeing those profits for 4+ years. In a time where everyone is complaining about increased costs, having the Athletic department take on even more liabilities (that are going to be very dependent on fan support i.e. unpredictable), doesn't make much sense from a financial standpoint. Especially with the big CyTown project already in progress. One rain storm or snow storm could cripple profits, and the AD has no control over that.
I get it, I do think concessions and concourses needs to be upgraded and alcohol sales should be a part of it. But just acting like it is free bonus money Pollard is maliciously leaving on the table is such a naive take.