If football ticket sales are up, entertainment sales in another area are probably down, Schauer says. But then there are the things you can't measure in dollars, things like school pride, a newfound feeling of community, and the sheer thrill of winning. And while it may be hard to measure the economic impact of playing winning football, it's pretty easy to see and feel the emotional impact. Just ask one of the 52,085 fans who filled the Sun Bowl last weekend. If you weren't one of them, you probably know someone who was.
Parking parallels Name one good thing about a losing season.
Parking isn't a problem. UTEP's diehard fans have been spoiled, says Stull. They're used to driving up to the stadium ten minutes before the game, getting a parking spot and a seat on the 50-yard line. Don't try that this year. People in El Paso just aren't used to that.