While the UT Longhorns charged at their opponents in New Orleans during the Sugar Bowl, Austin businesses saw an influx of patrons ready to bring in the New Year with football and festivities. According to The Daily Texan, the crowd's buoyant spirit lifted the typically slow January period for local bars and restaurants, with Posse East's night manager John Needham relaying that their kitchen and bar were near capacity throughout the game. Flying to New Orleans for some, fans nevertheless swarmed Austin establishments, eager for a communal viewing experience.
Despite UT games typically garnering more business when played at home, Posse East just blocks away from the Longhorns' stadium, saw an eager throng of fans fill the bar to the brim. J.V. Cook, owner and longtime sentinel of Posse East since 1971, told KXAN, "People are hungry," referring not just to the bar’s offerings, but also their longing for a Texas win. He anticipated a "later-coming crowd," but was confident "they will keep coming and coming and coming."
On the West Campus, Victory Lap's general manager Kiki Banks noticed a significant jump in patronage thanks to the Sugar Bowl. "It’s definitely a good start," Banks remarked in a statement obtained by The Daily Texan. This is especially true for the staff who she said received an "energizing boost" after the relative hiatus during the holiday season. Victory Lap, which opened just the previous August, has fast become a fan favorite for game-day gatherings.
Another local joint, Haymaker on Manor Road, shared the same lively atmosphere. Owner Keith Sandel expected a house full to the brim, predicting, "It’s going to be raucous, there are going to be a lot of people in here." according to Sandel during a KXAN interview. Regular Chris Birt and his family made an event of it, dedicating their New Year's focus to the Longhorns, watching the basketball team earlier, and ending with the football team's big game at Haymaker.
As Austin ushered in 2024 with anticipation wrapped up in Sugar Bowl excitement, businesses around UT's campus found themselves at the heart of a collective celebration. The game's ripple effect, lifting spirits and sales alike, provided a kickstart for many local establishments, ushering in the New Year on a high note, whether victory was on the field or being echoed in the cheers of fans back home in Austin.
