Saturday's matchup between Texas Tech and Oklahoma marks the Red Raiders' first sellout since 2010, and the university's first advance sellout since 2008.
That rise in ticket demand may impact more than homefield advantage however, as local retail businesses are hoping to increase sales this weekend.
"It's one thing to say a lot of fans came out to a football game but, it's amazing when you can say Tech's football team is playing to a sold out stadium," Lubbock Chamber of Commerce Chairman Tim Collins said. "It shows how involved the community is and it brings a buzz to the stadium when you hear the words 'sold out.'
"With people traveling to Lubbock from different areas, the retail and restaurant industry should get a good bump in sales due to excessive shopping and eating before and after the game."
Collins said he spoke with numerous businesses and the hospitality industries are doing extremely well with most hotels filled to capacity.
Embassy Suites manager Steven Skolnik said the hotel will be very busy this weekend, but that's generally the norm during football season.
"We generally sell out every game-day weekend and during parents' weekend," Skolnik said.
While area businesses are looking at staying busy -- and possibly a little hectic -- due to the high levels of volume coming in, Associate Athletic Director Blayne Beal says everything at the stadium from parking to concessions is under control. .
"It's nothing new because we prepare for a sold-out game every week," Beal said. "The only thing different is that we actually have a sold out crowd."
Distributed by MCT Information Services
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