New and old East Lansing businesses see boost amid MSU football season opener

September 5, 2026 - 10:03

The return of Michigan State University football brought more than just noise and tailgate smoke to East Lansing this past weekend. With thousands of fans flooding the city for the season opener, downtown businesses both old and new reported a noticeable bump in foot traffic and sales, a welcome sign after a quiet summer stretch.

Veteran spots like Crunchy's, a campus staple known for its burgers and beer, saw lines out the door by mid-morning. Staff said the energy felt close to pre-pandemic levels, with customers packing in hours before kickoff. But it was not just the usual haunts that benefited. Several newer storefronts, including a coffee shop that opened just this spring and a merchandise store selling vintage-style MSU gear, also saw their busiest day yet.

Owners said the game day crowd brought in visitors who had never stepped inside before, many drawn by window displays or word of mouth from regulars. One new business owner noted that the opener served as a real test of visibility, and the results were encouraging. While the crowds taper off after the first whistle, local merchants are hoping the momentum carries through the rest of the home schedule. For now, the downtown corridor is feeling the familiar rhythm of autumn, when Saturdays mean packed sidewalks and full registers.