While home football Saturdays often define Oxford’s reputation as a college town, Ole Miss Athletics keeps visitors in the city long after football season ends. Basketball, baseball, softball and other sports bring fans to Oxford throughout the year, supporting local businesses and driving Oxford’s economy year-round.
Football remains the largest contributor to Oxford’s sports tourism. Home games fill hotels and restaurants and increase sales around the Square. However, Visit Oxford still promotes the city as a destination 365 days a year and encourages tourists to visit on slower weekends and weekdays to support local businesses.
Ole Miss Athletics provides a steady schedule throughout the academic year. In addition to the bigger sports, volleyball and soccer open competition in the fall. Tennis features several indoor and outdoor matches, while track and field hosts meets twice in the spring, bringing fans back to campus for more action.
Rebel basketball games during the winter and baseball games in the spring draw fans and families to Oxford. Many fans also spend weekends in Oxford shopping at local boutiques and attending other campus events.
Baseball weekends, specifically, have strongly impacted tourism in Oxford for many years. Jennifer Nelson Pascoe, general manager of City Grocery, said that although football weekends remain the busiest of the year, her restaurant still sees a large increase in customers during baseball regionals and super regionals.
“When Ole Miss does well, we do well,” Pascoe said. “This past season was one of our biggest in recent memory.”
The restaurant brings in additional staff for major athletic weekends. Softball, another spring sport, is on the rise in popularity and continues to attract larger crowds.
“We see an increase in visitors for Ole Miss SEC Softball games,” Kinney Ferris, the executive director of Visit Oxford, said. “Over the past few years, we’ve noticed this sport grow in popularity and success for the Lady Rebels.”
The biggest crowds flood Oxford for football games, often heavily impacting traffic and weekend life. Due to this, many visitors expect the fall to be Oxford’s busiest season; however, Oxford sees its highest number of visitors during the spring.
“Many people are surprised to hear that spring is the most visited time of the year for Oxford, not fall,” Ferris said.
Although, the economic impact of sports tourism does not entirely depend on wins and losses. Rebel fans continue to travel to Oxford regardless of record because of tradition, loyalty and the atmosphere on game day. Successful seasons, however, are helpful.
“When Ole Miss Athletics sees success, we see an uptick in success,” Ferris said. “Even if the Rebels are not on a winning streak, excitement around the fanbase is still a real part of what we see in tourism impact.”
City Grocery certainly felt the effect of last year’s Rebel sport successes, with the football team advancing to the College Football Playoff semifinal and the baseball team advancing to the College World Series.
The university and town go hand in hand. Ferris described the relationship between the university and the city as symbiotic.
“Oxford and Ole Miss would not be what they are without the other,” Ferris said. “It’s a true partnership.”
Additionally, baseball and softball youth sports tournaments, along with warmer weather, combine to attract visitors throughout the spring rather than only on a handful of football weekends. mTrade Park upgrades, including turf infields, reduce weather cancellations and help youth tournaments stay on schedule.
Regional youth tournaments attract teams from other states and often keep families in Oxford for multiple days. That extra time allows visitors to spend more money at restaurants, stores and hotels while they attend games.
Oxford summer tourism relies more on Ole Miss orientation sessions, professional conferences and leisure travel than athletics.
Football may define Oxford’s national reputation, but athletics shapes the city’s economy throughout the year. From SEC competition to youth tournaments, visitors continue to support local businesses long after football season ends.
