"Yeah, it's brought a whole lot of people in," says Debra Adkins, manager at Jose's Mexican restaurant.
"Got a lot of A&M people in here too, early." so that's a good thing."
Even early Friday afternoon, the increased crowds and cash flow was noticeable.
"The home games have been definitely better than last year of course," says Stephanie King, general manager at Wasabi's.
"We've gotten a lot more business than what we normally do, and hopefully we're retaining some of those people for not-football season, too."
Many places say a busy weekend is nothing new when it comes to home games at the University of Arkansas, but this one has a little more buzz surrounding it as it's the conference opener and against a team led by last year's Heisman winner.
"I mean, I think with Johnny Football being in town, I think everybody is really looking to see him play," King says.
"Maybe for better, maybe for worse."
Overall, when it comes to the economic impact on Dickson Street, home football games are always a win-win.
King adds: "I'm excited to have good football in Arkansas again."