Game Day Experience: How Tailgating Shapes College Football Culture

College football in the South is more than just a sport; it's a way of life.

The buzz of game day isn't confined to the stadium; much of the excitement happens outside—at the tailgates. Tailgating has evolved into a rich, immersive tradition that connects fans, fosters community and is often as important as the game itself.

Kyle M Townsend

Kyle M. Townsend, a clinical assistant professor in the School of Hospitality Administration at Robinson, knows this culture intimately. "Tailgating has become a fundamental part of the fan experience," Townsend says. "For many people, it's not just about watching the game but about the entire day—from setting up the tailgate early in the morning to socializing with friends and family, eating great food, and enjoying the atmosphere."

Townsend earned his graduate and doctoral degrees from Auburn University, where he first began studying Game Day experiences. His mom, Barbi, was pregnant with him when she and his dad began going to tailgate parties. Townsend grew up attending football games and tailgates from an early age.

Having researched fan behavior, Townsend has studied how tailgating affects the overall game-day experience with his research published in the Journal of Sports Management and Commercialization. His findings show that fans' satisfaction with the game day experience is deeply tied to the quality of the tailgate. "What we found is that people don't always go into the stadium," Townsend explains. A significant number of fans travel to the games but never step foot inside the stadium. They come for the tailgate and the community around it."

Townsend's research builds on a pilot study he conducted at Auburn University, where tailgating is ingrained in the game-day culture. "We started with a small sample at Auburn and expanded it to other universities down South where tailgating is common. The results were consistent—tailgating enhances the overall experience, and fans are more likely to return for future games, even if they don't watch the game itself."

Townsend has been with Robinson for nine years and teaches courses such as beverage management and global foods. He added that tailgating can have a substantial economic impact on the surrounding community. As fans gather for pre-game festivities, they often patronize local businesses, such as restaurants, bars, and hotels. This increased foot traffic can boost revenue for these establishments and contribute to the region's overall economic health.

But it’s not just the local businesses that benefit. Universities and event organizers are starting to see tailgating as a significant revenue opportunity. Companies like Tailgate Guys, now known as REVELxp, provide premium tailgating experiences, complete with tents, furniture, and catering services. These companies can partner with universities to offer fans an enhanced game day experience.

Despite the obvious positives, challenges are associated with managing tailgating events, particularly regarding crowd control, waste management, and sustainability. "One of the things we are looking at is how universities and municipalities can make tailgating more sustainable," Townsend said. "There's a lot of waste generated during these events—Styrofoam plates, plastic utensils, and bottles. Some universities have started providing more recycling facilities, and companies like REVELxp are exploring ways to offer reusable options for fans."

As Townsend continues to study the relationship between tailgating and fan satisfaction, his goal is to help universities and businesses better understand the value of these pre-game rituals. "What’s clear from the research is that tailgating matters to people," he said. "It’s more than just a pre-game activity—it’s part of the cultural fabric of college football, and it plays a big role in whether fans come back year after year."

For now, the tailgating tradition continues to thrive, bringing together fans from all walks of life to celebrate the game day experience—whether or not they make it into the stadium.