The University of Central Florida made news Monday with the announcement of its new East Side Club a beach lounge that will be built in the middle of the schools football stadium seating While the school offered few details the 10 000-square foot club located between the 30-yard lines will apparently try to convince fans they are at the beach rather than in a football stadium in the middle of Florida One detail the school did provide was that the section will include an assortment of frozen drinks Before I dive in let me preface my comments by saying this Im all for creativity in college sports facilities More than ever university athletic departments are being forced to get creative to win the entertainment dollar of their fans and keep them coming back for more So whether its a new video board serving liquor adding seating options or installing teal turf I applaud schools for investing in improving the fan experience But at some point you have to draw a line in the beach club sand And UCFs gimmick is so far over the line its drowning in its faux ocean Its a gimmick that only cheapens the UCF football product It screams Dont come because you support the Knights come for our drinks UCF will no longer be known as the school with a solid football program but that school with the beach in the middle of its stadium The club is even being designed by the same company that designed Jimmy Buffets Margaritaville But most of all I feel bad for the players Nothing says big-time college football atmosphere like looking up to the stands on a crucial play and instead of a raucous crowd cheering you on seeing a bunch of Tommy Bahama-clad boosters sipping fruity drinks with their toes in the sand Can you say buzzkill Not to mention UCF is about 50 miles from the nearest beach UCF argues the East Side Club will serve as a showcase for why UCF and Central Florida are great places to live work and play I get that And my problem with the club isnt the idea the branding of it is beautiful its the location In the end zone I could roll with it In an upper deck corner that usually goes unsold Great idea On a plaza outside the stadium Wonderful Ill bring the sunscreen But between the 30s half way up the seating bowl Whoever approved this has had one too many Mai Tais The University of Southern California developed a premium toes-on-the-turf seating area last year that was met with critical acclaim Mississippi State renovated its stadium to include several tiers of premium seating options to accommodate fans of all income levels The Washington Huskies introduced a special Off-Leash Deck where beer and wine are sold There are creative ways to bring in revenue and provide a unique experience short of installing a beach bar in a stadiums prime real estate UCF has a very good football program One that has gone 31-9 in the last three seasons including a win over Baylor in the 2014 Fiesta Bowl At a large university enrollment is nearly 60 000 students a team that wins consistently and plays in a nice facility Bright House Networks Stadium opened in 2007 will lure fans with or without a beach bar But maybe Ive just got my head in the sand