Naperville Ribfest organizers have a possible solution to shorten long lines for beer and other beverages – drink “hawkers.”
Members of the Exchange Club of Naperville will go before the city’s liquor commission Thursday to broach the idea of using walking salespeople to sell alcoholic beverages and other drinks at this year’s Ribfest, set for July 1 to 4.
Much like what’s already done at baseball and football games, the hawkers would carry drinks for sale near the concert venues so that attendees don’t have to leave their seats, Jennifer Cavalier of the Exchange Club of Naperville said. The service could enhance the Ribfest experience, particularly for those in the general admission areas.
“What we’ve found is people are reluctant to get up from their seats to make their way through the crowds to get some beverages,” she said.
Cavalier, past Exchange Club president, called Thursday’s discussion with the commission an “exploratory thing with the city.” She said they wanted to learn more about the hurdles of using the hawkers and if such an idea was even feasible.
“We wanted to run this by the city and learn more about the possibility and hear about any concerns they may have,” Cavalier said.
Cavalier said the idea sprang from a conversation with one of the fest’s largest sponsors, Miller. She said the brewing giant noted that other venues are able to use hawkers to provide a more positive experience for attendees and suggested a similar possibility for the Ribfest.
“Miller is an important sponsor and when they see what works at other events, it’s something to look into,” Cavalier said.
The beer hawkers, who could also sell water or sports drinks like Gatorade, would walk around designated areas and sell their wares. Cavalier said it would be a benefit not just to attendees but to the charities that will receive increased money from the additional sales. Over the year Naperville Ribfest has raised more than $14.5 million to eliminate child abuse and domestic violence, according to the organization’s website.
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Reducing the amount of time standing in line for a beverage would definitely be an event-enhancing experience, fest attendee Bianca Haracz said. Haracz said lines for drinks and ribs can often be long and that means time away from watching some of the performers she goes to the event to see.
“Getting to the food and beer can be a big issue. Any improvement to any of that would be an enhancement,” Haracz said.
Those long lines could be shortened through the beer hawkers, and revenue could increase by between 5 percent and 15 percent, Cavalier said.
“We’re excited to present this concept, but it will not change our strategy one way or another,” she said.
Cavalier said she and other Exchange Club of Naperville members have reached out to other venues that use beer hawkers, particularly “brick and mortar” places where sporting events are held. They have not yet talked with event organizers similar to Naperville Ribfest, she said.
Cavalier acknowledged that sporting events are a “different animal” compared to Ribfest, but said she believes the benefit it brings to fans in the stand of a ballgame is similar to what they are hoping for at Ribfest.
City attorney Kavita Athanikar said the issues the commission will have to address include age verification and consumption limits.
“This issue is more difficult than, say, at a ballpark, where you can pass along an ID and have the beer handed down to you,” she said. “The main problems are consumption and age verification and because there aren’t people in seats — it’s much more difficult to monitor.”
The liquor commission meets at 3 p.m. Thursday in Naperville City Council chambers.
Alex Keown is a freelance reporter for the Naperville Sun.
David Sharos contributed to this story.