Everything I've heard is this was strong-armed by OUPD and APD - which were responding to pressures from liquor control. Athletics fought tooth and nail for the status quo and HATES the new set-up. It's far from a money grab...with all of the rules in place on who can serve alcohol, I've been told athletics will see exactly $0.00 from alcohol sales in Peden or Tailgreat Park. It's all being sold by local non-profit groups that get to keep all the proceeds.
This is not true. The beer and wine sold in Peden and the Convo will be sold under a permit that was just approved and through the athletics food vendor - AVI. Just as athletics makes a profit on those pretzels we've all loved to hate, they too will be getting a profit on the beverages. As for the beer garden, that is another issue all together.
This craziness started when that student sponsored home brew festival behind McCracken Hall got busted. Even the Green and White Club had to change their policies.