Big Fans, Bigger Business

How Oxford, Mississippi's businesses thrive after the fans are gone

By: Kate Donlevy

A small town known for William Faulkner, a mediocre football history, and the Grove has quickly and quietly transitioned into one of the most buzzed about cities in the South. Tucked away in North Mississippi, Oxford has reached fame for being a fun fall getaway to watch the Rebels play, or for some, to watch the girls struggle through the grassy Grove in sky-high heels. Although it is no secret that Oxford's businesses boom during football season, we are left wondering what happens to the quaint little town after the red and blue tents are packed away and the last of autumn's leaves fall.

Photo by: Kate Donlevy

Despite Oxford's less than ideal parking and obscene wait times in restaurants, swarms of people continue to come back each weekend of football season, packing out the downtown area filled with boutiques, restaurants, and bars known as the Oxford Square. But because Oxford is primarily a college town, when the Rebels finish playing in Vaught-Hemingway Stadium for the year, many businesses see a decline in sales.

   

Laura Potts, a hostess at Oxford's restaurant, Proud Larry's, experienced her first football season in the restaurant business this fall. On even the smallest game weekends, Potts said she dealt with an overwhelming number of customers from Thursday at lunch time and lasting until Sunday brunch. For Potts, this was a completely opposite experience from working last spring, during the Rebels quiet off-season.

       

“I wouldn't say business suffers necessarily, but it's never as crazy as it is during football season,” Potts said. “There are always going to be holidays, spring events, and much more to keep things busy and going, but honestly we need the whole rest of the year to recover and prepare for the next football season.”

        

Not only do restaurants on the Square see a declining trend after football season, but stores do as well. It is known to most that football season brings girls racing to get their Ole Miss face tattoos, boys trying to snag the new Ole Miss collared shirt, and out-of town fans desperately trying to find a sweatshirt to please the ever changing weather. University Sporting Goods, a provider of all of these things, sees around 800 customers on any given Friday night during football season according to general manager, Mackenzie Lowery. After football season is over, however, the decline shows its wrath by late December.

“Business is definitely a lot slower after Christmas,” Lowery said. “We have noticeably less customers during January and February.”

        

Although stores selling fan apparel may be hit harder than others, clothing boutiques see the same decline in business. Cicada, a high-end clothing store for men and women, sees their best business during football season as well. While locals continue to shop there throughout the year, Cicada employee Katherine Stephens explains that very few college students can afford the prices without having their parents in town to pick up the bill.

      

There is one business in Oxford that does not seem to slow down throughout the year: the hotel business. Each year, as soon as Ole Miss finalizes their football schedule, phones begin ringing off the hook at every hotel in Oxford. Rooms at Oxford's Hampton Inn are typically booked nine months in advance, according to hotel manager, Rebecca McChesney. Even though rooms are in highest demand during football season, an off-season for hotels may be nonexistent once you consider all of the other events that occur in Oxford.

“With graduation, the Double Decker Festival, and freshman orientation, there isn't an off-season for us anymore,” McChesney said.

An off-season may be nonexistent in the eyes of Oxford locals as well. In a town where there are so few choices of where to shop, eat, or go out for a drink, the permanent residents do not have much of a choice but to spend their time and money on the Square. With 49.8 percent of Oxford's residents aging over 30-years-old, according to the Chamber of Commerce, they are the ones who will keep Oxford alive and flourishing for years to come. The college students, football fans, and tourists come and go, but the permanent residents will continue to develop businesses, host events, and give the rest of the world a reason to visit the slice of paradise known as Oxford, Miss.

Sue Hodge, a lifetime Oxford resident, gives her views on Oxford's 

business during football season and beyond.