Price gouging during LSU weekend?

The Scene: Tuscaloosa, Alabama Innisfree Bar. On Friday and Saturday Innisfree charged a 60-dollar cover for entrance. This so happened to be the weekend of the LSU(#2) Alabama(#3) matchup. This was a big weekend and poor college students travel from all over the country to watch people run into each other with a ball. These naive poor inebriated college students stumble to bars around Tuscaloosa only to be victims of price gauging. The google definition for price gouging is as followed "Price gouging is a term referring to when a seller spikes the prices of goods, services or commodities to a level much higher than is considered reasonable or fair, and is considered exploitative, potentially to an unethical extent.". This seems to fit perfectly with what they are doing. This may be looked at with a blind eye if the Tide were to have won but since they lost for the first time in my 4 years here at home you would think the bars after making millions off of college students and their parents money that they would have some sympathy and lower prices for students looking to drown their sorrows with alcohol, BUT NO! The price stayed 60 even after the loss on Saturday this barbaric business scheme is kicking a college student while they are down (ok boomer). Besides that, who cares its college, money will not stop me from acquiring the smooth flow of a long neck brewski with the bros. Soon I will be the one swindling college students for their parents’ money when I am working. I will become what I despised.  I see an oppurtunity to open a bar that gives patrons 20 dollars in bar credit to purchase drinks on the nights Alabama loses. This will build brand loyalty and from the business should not take that much of a hit since Alabama does not lose often. The bar will have special drinks associated with iconic plays from Alabama football history.