For Iowa City restauranteur Jim Mondanaro, feeding the massive crowds that filter through his restaurants on homecoming weekend is something of an art.
That means offering specials that don?t take long to make ? prime rib for example ? and getting tables in and out in 90 to 110 minutes.
?That doesn?t mean we go up there with a shotgun and tell them, ?You have to leave,?? he said, ?but you?re just busy.?
Sales typically double on homecoming weekend compared to other weekends, said Mondanaro, who owns five restaurants in Iowa City, including Joseph?s Steakhouse and the Bread Garden.
When the big weekend comes, Mondanaro does what most restaurant owners do to prepare: staff more people than usual, stock more ingredients than usual and go over a jam-packed reservation list.
?It books pretty solid on homecoming weekend,? Mondanaro said, adding that each of his restaurants already has hundreds of reservations.
The University of Iowa?s homecoming is no small event in Iowa City. Alumni travel from across the country to see the Hawkeye football game, and this year?s 11 am game against Indiana University is sure to be no exception.
The average Big Ten conference home football game brings as much as $15.5 million into the local economy, and homecoming will be right around there, said Josh Schamberger, president of the Iowa City/Coralville Area Convention and Visitors Bureau. The average home football season has a $100 million economic impact locally, he said.
For businesses, that means tons of preparation in order to capitalize on the huge influx of potential customers. It helps that the crowd is a bit different than that of an average football game. More of the fans are older alumni with a higher disposable income.
Doug Alberhasky, store manager at John?s Grocery, stocks the cooler with ?a lot of the micros and less of the macros.? He said he sells less Keystone Light and more Millstream. Wine is also a hot seller on homecoming.
?It?s definitely more of an upscale weekend,? he said, adding that there?s a lot of third-generation fans in town ? grandparents, parents, even young children. ?When you have multiple generations, people tend to be a little bit more responsible.?
At the end of the day, any smart business owner is going to embrace the football culture and market to the masses, said Mark Ginsberg, owner of MC Ginsberg, an upscale jeweler in downtown Iowa City.
?Those who remain open, those who program their marketing and outside events to these specific programs ? athletics or cultural ? I think will reap the benefits,? Ginsberg said. ?It?s silly not to take advantage of the leverage the university creates for us as private citizens.?
Ginsberg sent invites to his customers to come into the shop during homecoming weekend for an open house and enjoy wine and live music. In the past, alumni in town for homecoming have popped in his store and purchased expensive items.
Hotels cash in big, too. All 2,700 rooms in the area were booked well before the weekend, Schamberger said. That?s a far cry from, say, Ohio State, in a city with 27,000 rooms, he said. For that reason, Schamberger said he tells people, ?Every year when you check out, make a reservation for the following year.?
Businesses generally pay close attention to what time of day the game is and which team is playing the Hawkeyes. For dinner places, a 1 pm or 2:30 pm game is ideal, because they get full lunch and dinner crowds, but a 6 pm game would clean some places out.
At the same time, ?11 o?clock games don?t do anything for lunch business,? Mondanaro said.
Alberhasky agreed.
?It doesn?t do anybody a lot of good in business for the early games,? he said. ?With late games, people tend to linger a bit more and make a full day of it.?