before posting my thoughts, i'll discolse some demographic info, which might help explain my thoughts.
I'm 32, single, have a grad degree, no children or spouse (have gf lol) and didn't go to Pitt, but am from the area. Father is a letterman from pitt (not football). Basically I'm the demographic/typical person living in the area that Pitt needs to connect with in order to fill the stadium, buy the merchandise, and hate on PSU (25-40 yr olds with expendable income, who choose to attend and support Pitt's teams, not those who feel obligated cause they went to pitt. There are certainly more non-pitt grads living in the area, and this is your target growth market)
For those who are totally against open alcohol sales... simple question "do you go to PNC park and support the Pirates?" if you do... I'm sorry but you've already lost your argument that booze n beer will ruin the experience for those who aren't drinking/don't want to put up with a drunk. If you don't go to PNC because of alcohol sales and the tiny risk someone will over drink and act/say offensive things, then you are absolutely entitled to hold the same view of Pitt @ Heinz.
I have had season tickets for 7-8 years, and i buy two so i can bring a friend/guest etc. The look on their faces when i tell them there are no alcohol sales in the stadium is astonishment. most or all of these people went to other colleges, where it's normal to be able to get a beer during the game. It definitely causes people to want to leave at halftime, or in the 3rd quarter, especially during bad weather and blowouts.
No alcohol sales also makes it tougher when there isn't time to go to a tailgate for a few hours etc. Sorry but i like to drink when i go to sporting events, and i'm sure someone with more time on their hands can find a study that agrees the majority of sports fans like to have a beer at a game. This leads to things like "I can't make the tailgate, and no way am i sitting through a game against an FCS school....sober"
Solution=Compromise.
1) family friendly sections where no alcohol is permitted and there is additional crowd control staff.
2) only sell beer
3) use a portion of the alcohol sales to do student in-game promotions, like partial scholarship FG kick etc.
It's all about making it a better experience for the market you want to attract.