Lubbock businesses were ready for the boom that comes with a game as big as the conference opener against TCU.
"You know, we have a huge alumni base in Dallas, especially," Lisa West, owner of Spanky's, said. "So, with it being TCU in particular, that's a big one for us. But you start learning which teams travel well, and you know they're going to bring a lot of their fans in as well. So, it's great. We love that."
Even so, West said a weekday game actually hurts game day sales.
"This is not going to be as strong as a Saturday. At this point on a Saturday, we have lines out the door and around the building, but obviously people have their regular work day. So, people won't be coming in to the area until after five. So, normally, we would see them all day long."
Fifty-five of the 73 rooms at Arbor Inn & Suites were booked with Tech fans, but Owner Rob Meyer said he actually saw a dip in sales compared to a regular game day week.
"A lot of people who travel here on business check in on a Monday, leave on a Friday," Meyer said. "But they also work in Midland and Odessa, they work in Amarillo, they work in eastern New Mexico, so, they probably just changed their route. So, a lot of them just skipped Lubbock this week because of the Thursday night game."
"We had a huge day yesterday, and we're running out of things that are black today. So, that's a good thing."
That was Wednesday. Owner of The Matador Steve Massengale said Thursday's crowds were even larger.
"Again, we really didn't know what to expect," Massengale said. "For what we've budgeted, we've already exceeded our number for today. So, again, to me, it has exceeded our expectations, because we expected it to be down, but it doesn't look like we're going to be there."
Massengale said fans flooded the store the minute the doors opened. He actually had to bring in more staff to keep up.