LUBBOCK, Texas (KCBD) – Business owners say the hub city’s success is often linked to the success of Texas Tech.
The mark the men’s basketball team makes on collegiate sports fuels Lubbock’s economy. Sports bars across the city gear up for a busy night as fans head out to show their support.
“We’re seeing a tremendous increase in customers, especially on weekdays when we’re not typically as busy,” said Eric Washington of Two Docs Brewing Co. “So a lot of people across the city are getting ready for tonight and getting ready prepare to go out and devote their time to watching the game.”
That excitement is helping the Lubbock companies’ bottom line as they prepare for a big turnout for Texas Tech vs. Duke.
That dedication turns into profit for many companies, and those profits flow to the hourly employees.
“We can increase staff on those days, which means more money for our servers,” Washington said. “It’s really good for business but also very good for our staff to be able to get out and have an extra day of the week when we’re so busy. It’s great for our business and our people and I think for the city as a whole.”
Across town at 4ore Golf it’s the same song for the Big Dance.
“You get more hours. Tips are usually slightly higher. We can hire more staff and afford those labor costs,” said Danny Jackson, general manager at 4ore Golf. “It’s net positive. Everyone makes more money, people have more fun.”
“Whenever there’s a Texas Tech game, we promote it on social media,” Jackson said. “They’ve promoted us on social media a few times and we’re seeing a huge influx of people.”
This isn’t the first game night for Anastasia Nava, a waitress at Jake’s Sports Bar.
“It’s very hectic, very crazy, everyone’s screaming,” Nava said. “I’ll probably have about 12 tables ready. Like I just want to sit, drink and watch the game all the time.”
Full bars and full staff can be expected across Lubbock tonight as Texas Tech fans head into town as the Red Raiders head to court.
“I think the city is probably just seeing a huge spike in overall bar and restaurant sales at times like this,” Washington said. “Especially the game after the season is really exciting for everyone.”
A win over Duke would see the Red Raiders advance to the Elite Eight for the first time since reaching the Finals in 2019.
Washington with Two-Docs says fans can expect an even bigger watch party on Saturday after the Red Raiders retired legendary Coach K.
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