Businesses near Broadway prepare for Texas Tech’s season opener - KCBD

Atomic, Wrecked, and Barefoot are among the businesses near Broadway getting ready for the wave of fans expected to roll through. Michael Clintsman, who owns both Atomic and Wrecked, said his operations run on the rhythm of Red Raider football. "When Tech is good, business is good," he told KCBD, adding that his staff had been preparing all week.

Clintsman was direct about what game days mean financially. A strong season translates directly into a strong year for his bottom line. For the bars and shops in that corridor, the football schedule is a second calendar they run their lives by.

For folks in Lubbock who never set foot near a tailgate, that Broadway stretch still matters. The economic pulse those game days generate ripples into hiring, hours, and local tax revenue. A down season on the field can mean a quiet year on the register.

Texas Tech plays its home games at Jones AT&T Stadium, which seats over 60,000, meaning even a half-full crowd sends thousands of people straight into those nearby businesses.