MEMPHIS, Tenn. -- From the heart of Beale Street to the foot of the Liberty Bowl, you'll find ballgames, bubbles and a whole lot of beer.
Even the peddle-powered bar on wheels often seen in the Downtown Memphis area was booked.
"It's heritage people coming on Thursday and Friday, but Saturday they're obviously busy," said Steve Lesser of Sprock n Roll, of business picking up this weekend.
Jackson State and Tennessee State, play in a rivalry that goes back many years and brings both "Tigers" to the Liberty Bowl for a big matchup.
The game may not happen until Saturday, but that hasn't kept fans from getting here early to enjoy the town and each other.
It's also had an impact on how people around the region feel about Memphis.
Rosie Dew said thanks to this trip, she has a whole new opinion of the Bluff City.
"Last time I was in Memphis there was a lot of crime and I swore I'd never come back, but I take that all back. I've had a great time since I've been here. It's obvious you guys have made a lot of effort to clean things up," said Dew.
The bars are hoping to clean up with a bunch of cash while the fans are in town. Hotels are booked solid, streets are packed, and police on patrol to keep the crowds safe over the weekend.