Ah, now you are getting it. And so that is my point about reaching out to other markets and marketing the product. Right now college sports predominately sells "frat environment" and that doesn't appeal to all. I'm not a marketing wizard, so I'll leave the problem solving to others. Its just my observation that there is no effort to appeal to other groups other than the usuals.
From what I've observed, not selling the frat environment is a bigger problem than selling it. They have made
too much of an effort to accomodate people beyond the targeted demographic (students), and as a result they've undermined the appeal of attending live events at all. How many stadiums now have luxury boxes or member areas where you can insulate yourself from the rest of the crowd? They've taken something that was attractive due in large part to
discomfort and re-created your living room...and then they wonder why people aren't coming to the games.
The lack of diversity is a symptom of backwards thinking, and it's always been overly simplistic to think that minorities aren't coming to games because they don't identify with a party atmosphere or frat culture. They reject the bad parts about those things, sure, but the real reason they don't attend - as someone else mentioned - is because they don't think it's socially convenient to do so. It's not an aversion to fun, it's an aversion to exclusion. In other words, any marketing department that asks what they can do to get minorities to attend games is bound to miss the underlying issue, which is that everyone wants to have as much fun as the person that's having the most fun. You don't accomplish that by then making it less fun for everybody.
Older people are not immune to having a good time either. That doesn't mean they're going to act like 20-year-olds, but it means they'd probably prefer a more controlled version of whatever the students are experiencing. To the extent that the short-term corporate solution to these problems is always to pull back on what they think people can handle is counteracted, and then some, by depleting your customer base long-term. Not only are you puncturing the spirits of your most vocal fans, but you're also costing yourself the most valuable recruiting tool a business can have.
By no means do I want to rev a crowd up to the point that it's impeding the enjoyment of those who want to observe peacefully, but making the overall experience less desirable as a way to attract new people is almost certainly a losing philosophy. Better to communicate the appeals of inclusivity to your core base than make a zero sum game out of something where the high tide raises all boats.