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Dogs and their fans smell post-season

November 16, 2007 - Daily Journal

STARKVILLE - Improved play on the gridiron definitely equates to more wins for Mississippi State and extra revenue generated from increased ticket sales.

But when the 6-4 Bulldogs became bowl eligible this past weekend with their impressive 17-12 victory against No. 21 Alabama in front of a record 56,188 at home at Scott Field, the football program wasn't the only benefactor of good fortunes.

The hotels, restaurants and novelty stores also came out on top, as more patrons visited their establishments. With bowl prospects, the impact could be wider.

"You see a difference when Mississippi State loses versus when they win by the number of customers we have," said Bernard Bean, director of operations for Eat With Us Restaurant Group. "Win, and the fans go out and celebrate. They're bummed out and go home when they lose."

Bean, who lives in Tupelo, oversees four restaurants in Starkville - Bulldog Deli, The Grill, Harveys and Pepper's Deli. Each one saw a considerable increase in sales compared to a home game this time a year ago, a 28-14 loss to Arkansas. Harveys was just shy of a record day with its 15 percent jump, while Peppers recorded the biggest boost at 20 percent.

"There's no doubt when the Bulldogs are winning, not only does that affect the numbers that come through the door, it also affects buying habits," Bean said. "People spend more money. I'm sure it's the same for hotels, retailers and gas stations."

It is.

John Hendrick, owner of The Lodge, says he has a loyal base, win or lose. But when MSU is winning, the numbers are up for the retail store.

"Increased pride leads to increased sales," he said. "Wins generate more excitement."

So much excitement, in fact, that this past weekend he sold out of the $18 medium-sized cowbells, a cherished noisemaker for the Bulldog faithful.

That's never happened before, and he's not sure when he'll get another shipment.

"The tradition of the cowbells is stronger than ever, and that's wonderful," said Hendrick, who noted he hasn't seen this kind of excitement about football since Jackie Sherrill's teams were winning with a high level of success in the 1990s.

On Tuesday, The Lodge began selling T-shirts touting MSU as "Alabama state champs" due to its victories against the Tide and Auburn. Sales of the shirts have been brisk.

"Football is fun again," he said. "Excitement is back in town."

Increased exposure
As the result of the success, Mississippi State is getting free national exposure. ESPN has sent crews to campus to do pieces on head coach Sylvester Croom, while various shows frequently speculate on the Bulldogs' bowl possibilities.

And while MSU president Robert "Doc" Foglesong doesn't have the scientific data to prove his theory, he said he wouldn't be shocked if that exposure introduces prospective students to the university who would otherwise not consider enrolling.

"I would like for people to get as excited about physics as they do college athletes, but they don't," he said. "I understand what sports can do. You see how this entire community has been energized with the success we've had, but it's not just here."

While in West Virginia earlier in the week, he came across a story in the local newspaper about MSU's rise. And he's also noticed the increased requests from national media wanting Croom's time.

"I can tell you how hard it is to find somebody that doesn't start a conversation with or end it with how great the football team is doing these days," he said. "It's been great."

Perhaps it's just a coincidence, but in three of Mississippi State's latest four bowl appearances, freshman enrollment increased, according to the school's Office of Institutional Research. The only time that didn't happen was in 2001 after the 2000 Independence Bowl, State's most recent post-season appearance. That year, figures dropped by 236 students.

But after the 1994 Peach, 1999 Cotton and 1999 Peach bowls, numbers increased by 268, 82 and 61, respectively.

"Maybe it's a correlation if there's a period of sustained performance, and you have two or three bowl games in a row," he said. "I'm not sure if that's the case for just one time."

BY GREGG ELLIS

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