AUBURN, AL (WTVM) - It's a new day inside Jordan-Hare Stadium as the Auburn Tigers head into Saturday's game against the Georgia Bulldogs with an impressive 9-1 season.
Not only does a winning season impact the city's bottom dollar, but it also plays a big role in the community's emotions.
Auburn residents and Auburn fans in surrounding communities are happier when the Tigers are winning.
Coming off of a disappointing 3-9 season last year, local businesses and restaurants report their bottom dollars rebounded right along with the tigers.
The owners at J&M Bookstore in downtown Auburn say along with an emotional high, people are shopping more, eating out more and more folks are staying in town for the home games.
"I think it affects the hotels and the restaurants and of course in affects our business with souvenirs," said Skip Johnston with J&M Bookstore. "Also it makes coming to work lots more enjoyable and a lot of fun for everyone who works here. It makes for a good time."
Johnson has noticed a slight increase in sales compared to last year. He's hoping for big sales days for perhaps the biggest home games of the year, starting this weekend with Georgia and of course the Iron Bowl.
If all goes well, a nice bowl game is good for business too.