I think the problem with the vendors is they all sort of do there own thing. There should be plenty of profit in a 5 dollar beer. Vendors charging as much 9 dollars a beer is just predatory. The organization should regulate overall prices to shield there customers from having a bad experience at the games. If food and drinks are reasonable you will develop a culture of spending at the Arena and make a lot of money. If you make stuff to much people will eat and drink before they get there.