CHAMPAIGN — Alcohol sales will be allowed at select shows at the University of Illinois Assembly Hall starting this month, UI officials announced today.

The Assembly Hall will introduce a pilot alcohol sales program this spring for shows targeted at adults, beginning with Cirque du soleil’s “Alegria” on March 17-21 and “Cabaret” on April 24, Assembly Hall Director Kevin Ullestad said today. Alcohol sales will be limited to beer and wine.

Sales will not take place during events that draw a large number of students, such as UI basektball games, he said.

The decision was based on market competition and feedback from consumers, he said.

Assembly Hall management has been at a competitive disadvantage booking national touring shows because it doesn’t sell alcoholic beverages, unlike competing venues in Bloomington, Chicago (including the UI-Chicago Pavilion), Peoria and Springfield, Ullestad said.

The Assembly Hall has lost shows to the U.S. Cellular Coliseum in Bloomington and Peoria Civic Center because they sell alcohol, he said.

"We’ve had many people for years ask us, 'Where can I buy a beer while I'm enjoying the concert?'" Ullestad said, adding the Krannert Center for the Performing Arts has sold alcohol during shows for years.

UI Interim President Ikenberry and Interim Chancellor Easter have approved the pilot program.

The Assembly Hall will be required to provide a written report to university administration after the spring season to determine whether alcohol sales will be continued next fall, Ullestad said.

Alcohol will be sold at designated stations separate from other concession products.

All Illinois Liquor Commission regulations will be strictly enforced, Ullestad said. Several staff members have been certified in TIPS, or Training for Intervention Procedures, to ensure the responsible sale and consumption of alcohol, the release said. They will check photo IDs as needed, issue wrist bands and enforce drink limits.