Lets think this through out loud as a beer drinker would. The profit margin on a $2.00 beer would be what?, at best a $1.50. Cost of admission to the races on average $12.00. If by allowing the beer to be brought in you would have to lose the sale on 8 beers to equal the price of admision. So by offering the fans a chance to bring their own beer in a limited size cooler the fan thinks this is a great deal $12 dollars for racing action and he brings his own beer. One thing I know about beer is that it always seems to run out, that means B-double E double R UN to the concession stand. So Joe, who found this gold mine of a place to drink some brewskies with an entertainment cost of a mere $12 walks away feeling like he just had the best deal of the century and makes this stomping ground a regular visit. Here is another novel Idea, 3 free beer tickets with the price of admission.