Random thought:
Is selling alcohol throughout JTS and Hilton a realistic scenario to help dig ISU out of the financial hole?
Probably not. Consider that most news stories only report "gross sales" -- not boiling it down to the actual net profit.
For example, in 2018 West Virginia sold ~$1.3M worth of beer and wine at football.
Of that, the AD only received ~$675k. The rest went to the concessionaire/vendor.
Assume that the AD also had expenses that cut into that $675k figure.
WVU also eliminated the halftime pass-outs, so if their fans want to slam beers at halftime they either pay concession prices or leave the stadium and stay gone.