By simply glancing at the long lines outside of some of Madison's popular bars each Friday afternoon, it would be difficult to believe \Friday After Class"" was almost never implemented at all.
A somewhat risky business move, Friday After Class, also known as FAC, draws dedicated drinkers for $2 pitchers from 4 to 9 p.m. on Fridays. Although the beer is cheap and the profits are minimal, owners and bartenders alike welcome students in celebrating the start of the weekend.
Most bars on or near the UW-Madison campus offer daily specials to draw student business, but it is only among the likes of bars such as Madhatter's, 3 University Square, and Brothers, 704 University Ave., that FAC truly thrives.
FAC got its start in Madison at Madhatter's, where owner Ted Gervasi got the idea from an employee suggestion years back. ""I thought the idea was ludicrous at first,"" Gervasi said, ""but as time went on it just got bigger and bigger to the point where we now have four bartenders and a line outside the door each Friday.""
Although not a particularly profitable business move, Gervasi points to customer loyalty as a key motivation to continuing the tradition.
""We look at it as more of a customer appreciation because we have a lot of regulars that come in here a lot,"" he said.
Students appreciate FAC just as much, if not more, than the businesses appreciate them. UW-Madison senior Mike Hitchcock regularly attends FAC during the school year.
""I go because you only have to spend $10 to drink and you still don't remember the night,"" he said. Hitchcock frequents both Madhatter's and Brothers.
The thought of a bar packed full of drunken upperclassmen in the middle of the afternoon may be worrisome to officials and law enforcement, but Gervasi was quick to note that consumers are closely observed. At all times during FAC a manager and other employees walk around and keep close watch to ensure customers are not ""too intoxicated.""
There is also a two-pitcher-per-customer limit to help control the consumption of the large crowds.
FAC is not merely beneficial to customers, for bartenders find it quite profitable.
Madison Edgewood senior Amanda Kelroy, a Madhatter's bartender, claims FAC earns bartenders enough tips to pay rent each month.
""Each [bartender] makes at least $130 during FAC alone,"" she stated.
Gervasi credits the success of FAC at Madhatter's to his motivated staff. He expressed pleasure knowing that they were experiencing financial gain from the event.
""I think we have a good staff, and that's what makes it,"" he said, ""I like to think of it as employee appreciation, too.""
For some students, including Hitchcock, the night rarely ends with FAC. ""I usually go home and take it easy for a while afterwards, but I eventually make it back out to the bars,"" he said.
