The entire system is broken thanks to media dollars rolling in, selling alcohol is not going to be the deciding factor if ISU can continue on this level or not. But every dollar helps, even if it's only a 2% increase.I don't disagree with you but at the end of the day college athletics are just becoming more of a luxury item than they have been previously.
But in the same token, $400k on a $21M shortfall doesn't move the needle at all. I understand maximizing revenues but is still less than 2% of the shortfall. This isn’t some magical fix. Its a tiny part of the grand scheme changes that need to happen.
One of a couple of things are going to happen here, either the state starts kicking in more money, unlikely, or ISU is one of the schools that gets folded into either the SEC or B10 when they expand for the last time, and we end up with this new NFL light league. If neither occurs, ISU and other like schools will end up reforming new leagues with the MAC, Mountain West and smaller conferences moving forward.