Merchants cash in on Wolverines

The Michigan football team's run for the roses has many local businesses hoping customers will make a run for the cash registers.

As the 1997 regular season reaches a climax Saturday with Michigan facing off against Ohio State, truckloads of red roses and Michigan apparel are arriving into Ann Arbor. While fans scramble for memorabilia, student entrepreneurs look to profit as well - by selling their game tickets.

Nielson's Flower Shop and Greenhouse more than doubled its rose order this week. Co-owner Diane Nielson said the shop is trying to boost support for the Michigan team.

"We usually get 12-14 dozen roses every other week, but this week we'll get an extra 15 dozen, which will be available Saturday," Nielson said.

EMILY NATHAN/Daily Diane Nielson, co-owner of Nielson's Flower Shop and Greenhouse, prepares a bouquet of roses. Roses will be a common sight Saturday should Michigan beat Ohio State.

Nielson said that after Michigan won rights to its last trip to the Rose Bowl in 1993, her daughter handed out two dozen roses to celebrating students on South University Avenue.

Along with ordering extra roses, Nielson's will cut the price of roses by more than 50 percent this weekend. "We think they can use all the support they can get," Nielson said.

With booming sales in Michigan athletic wear, Ann Arbor merchants are benefiting from the football team's success. Managers at stores specializing in Michigan apparel said sales are up 30 percent compared to this time last year.

"There has definitely been an upswing in sales, mostly in the last three weeks," said M Den Manager David Frick. "I don't think it hit anybody until after the Penn State game."

Frick said this year's excitement is greater than in past potential Rose Bowl years.

"I worked at the store the last time they went (to the Rose Bowl) and there wasn't the same effect," Frick said. "The last time it was the fifth time in a row, so this one will be much bigger."

Anything related to Michigan football has been flying off the shelves, said Steve & Barry's University Sportswear General Manager Daniel Switzer.

"We've had to increase our inventory recently because anything with football has been blowing out," Switzer said. "Everything's selling so fast, it's hard to keep things in stock."

Both Switzer and Frick said the most popular item has been the football jersey donning the number two - the number of star cornerback and Heisman Trophy hopeful Charles Woodson. Other popular items include T-shirts sporting the Michigan helmet and Michigan flags.

Both stores also are preparing to offer Rose Bowl items in the event of a Michigan victory Saturday.

"If they win, we'll have a (Rose Bowl) T-shirt and a hat the next day," Frick said. "We have an open order in to a supplier. We're just waiting for the game."

With so much excitement surrounding Saturday's game, tickets are in high demand. Fliers advertising tickets for sale have been plastered all over campus, and student entrepreneurs have been netting $100-$200 for their tickets.

"I have offers for $100, but I'm waiting until closer to the game," said LSA sophomore Eric Davis. "I'll just take what I can get."

But Davis said he was not in it for the money.

"If Friday comes and the offers fizzle out, I'd probably give it away," Davis said.

LSA sophomore Khalid Shah also said he didn't care how much money he gets for his ticket, and that he would go to the game if he could. Shah said that because his parents are coming into town for the weekend, he will miss the game.

"If you have a ticket, go. It will be the game of your life," Shah said.

LSA first-year student Brian Hayden said he thought about looking for tickets for out-of-town friends, but didn't want to pay the high prices.

"I'm glad I got a ticket before the prices went up," Hayden said.

Some students said they heard tickets were also in demand in Columbus. Margaret Wilson, a junior at Ohio State University, said many students don't want to come to Michigan for the game.

"Somebody offered to give me their tickets, but I declined," Wilson said. "Nobody here really wants to go to Ann Arbor. It's a cesspool."

11-20-97