So it's come to this - Fees for tailgating

One of the things I teach my sport marketing students is to look for new sources of revenue. If you are able to provide the consumer with something "extra" and extract additional income through doing so, you're on your way toward doing your job very well.  But there are times when my instructor/practitioner sides come in conflict with my personal views as a consumer.

Today's source of internal dissonance: a company is charging fans $5 to walk through the tailgating parking lot at Cleveland Browns games (HT: @emhuddell).

On the one hand, these individuals ARE using the services provided by the parking lot company. Failing to charge them passes the cost onto someone else, creating a negative externality. Why should those parking in the lot have to pay extra so that adequate services can be provided to accommodate all the freeloaders?

On the other hand, this just feels wrong. When you are a host of tailgate, you understand the situation is not financially fair. You buy food & drinks. You spent hundreds or thousands of dollars in gear. You spend all week preparing the food. You get up early to get to the parking lot. You pay a parking fee that covers the services used by you and your guests.

Attendees at a tailgate are guests of the host. You don't charge visitors to come to a party at your home (well, except the $5/cup college parties), and you wouldn't charge them to come to your tailgate. Hosting a tailgate party isn't about making money, it's about having fun with your family and friends.

If this company needs to recoup their costs, it should do so by charging the tailgate hosts. This is a situation where social norms should trump market norms. While it's not financially "fair" for tailgate hosts to pay more, it is a social expectation.

I should note my personal biases here: I love tailgating. My wife and I have hosted tailgates for many sports, including football (DI and DIII), lacrosse, and curling. Our wedding registry was half tailgating paraphernalia. Based on my experience, I feel competent to judge the mores that guide the tailgating social world. If anyone thinks otherwise, let's argue about for several hours in the parking lot some weekend.