The city of Lubbock has come to life. There are many more pedestrians and bicyclists around town. And it took me twice as long to get to work this morning. That can only mean one thing. Today is the first day of classes at Texas Tech University.

Besides the increased traffic, what does the influx of more than 28,000 students mean to a city like Lubbock? Or for that matter, what does the fall bring to all college towns across the country?

Last year, Texas Tech released results from a study that estimated the economic impact of Texas Tech University on Lubbock County today and compares that impact to what it will be when the university achieves its goal of growing to 40,000 students by 2020.

Texas Tech operations, employees and   students, currently generate a total economic   impact of $1.15 billion per year for Lubbock County. Texas Tech students spend money locally, and the total impact of their spending is $297.5 million in economic output.

That means right now, there is almost $300 million moving into Lubbock. That is a big pot to market to. Nearly every business in town will soon to advertising to these students, trying to get the students to spend that money with them.

That impact will only increase as the university grows to 40,000 students. In fact, at that point, the total impact of student spending will be $421 million in economic output.

Don’t miss out on this opportunity. Talk to students on their level, using their methods. It is an audience that is well worth the effort.