Profits from beer sales help charities
Beer companies, bands and portable potty business made the most money.
COLUMBUS (AP) -- Sales at giant beer blasts during the unprecedented matchup between No. 1 Ohio State and No. 2 Michigan last month dwarfed the money earned by charities whose nonprofit status makes the parties possible, state records show.
The biggest moneymakers were companies that provide the beer and alcohol sold at the events, bands that play on makeshift stages and portable toilet businesses.
The charities, which fund education, feed the poor and provide clothes for needy school kids, also did pretty well.
Ohio State beat Michigan 42-39 to earn the right to meet Florida in the national championship game Jan. 8.
The biggest and oldest of the charity events, dubbed Hineygate, had revenues of 245,723 on Nov. 18, the day of the big game, of which 26,000, or about 11 percent, went to a local charity that provides clothes for poor schoolchildren, according to state liquor control records requested by The Associated Press.
Hineygate's sales were nearly double the amount brought in during the 2002 Ohio State-Michigan game, the last time the event was audited by the state. That year, the event reported sales of 129,000 during the Michigan game, of which 6,300 went to charity.
Hineygate's sales this year were a record for the event, as was the money donated to Charity Newsies, the clothing charity, said Marty Sims, food and beverage director at the Holiday Inn that sponsors the party.
Game hype
He attributed the success to the excitement around the game, price increases over the years, a later start -- the game began midafternoon -- and staying open longer after the game ended.
Sims also said crowds were so large they might actually have hurt business.
"We would have generated more revenue if there'd been less people because people couldn't get anywhere," he said.
The charities get involved because only nonprofit groups can apply for the temporary liquor permit needed for such outdoor events. Charities are limited to two of the permits a year.
The events don't make money themselves but can generate big profits when crowds leave the parties and enter the businesses sponsoring the events, such as Holiday Inn or the Varsity Club.
The charities are just happy for the extra funds.
"It certainly helps us continue the programs that we feel are worthwhile," said Thomas Bulcher, a trustee for St. Joan of Arc Knights of Columbus, which received 9,299 from the Rally at Riverwatch party to fund a variety of Roman Catholic educational charities. "If we weren't satisfied it was fair, we wouldn't be doing it."
For hours beginning well before noon, enormous crowds of people decked out in Ohio State scarlet-and-gray sweat shirts, jackets, T-shirts and hats milled up and down the street across from Ohio Stadium.
Partygoers moved in and out of the outdoor, fenced-in parties, drinking beer at 7 a cup, listening to live music and taking in pre-game festivities followed by the game itself on giant TV screens.
The Nov. 18 parties also benefited Columbus-based Rent-a-John Portable Sanitation, which billed just over 2,000 for units for the Hineygate party and a similar event down the street.
Hineygate is a slightly off-color twist on the word tailgate.
"When they anticipate large beer sales, it increases our sales on restrooms' being out on the streets," company president Bill Reynolds Jr. said.
Cost of beer
Beer to quench fans' thirst was the largest expense after parking lot rentals for the three big parties whose records were audited by the state. Central Beverage Group billed the Rally at Riverwatch Party about 26,000 for beer, for example, compared to about 13,000 four years ago.
The event is a small part of the company's overall sales but still important, company President John Fleming said.
"You can buy a lot of beer for 26,000," he said.
Hineygate promoters also paid 10,500 for its regular band, Danger Brothers, up from 8,450 four years ago.
The band has played at Hineygate for more than two decades now, and though the event is certainly a paying gig, it's also something bigger, said drummer Tom Smith.
"There's a huge sense of tradition between the fans and us playing, so it's definitely a very special event for us," said Smith, 51.
It's those expenses, which also include hiring off-duty Columbus police officers, that make an event successful and charity donations possible, said Adam Montemarano, who coordinates the Rally at Riverwatch. The event paid about 8,400 for police officers.
The party had sales of 100,074 last month, almost triple that of four years ago.
"It's not a cheap event to put on, not if you want to do it properly," Montemarano said.
A third event outside the Varsity Club restaurant made 81,000 -- about double that of four years ago -- but actually lost money after expenses, the records show.
The event contributed 2,000 to a local food pantry.