As Michigan quarterback Brian Griese let the clock run out during Saturday's victorious game against Ohio State, Ann Arbor merchants prepared to cash in on the smell of roses.
Shops that sell Wolverine apparel are rushing to be the first stores to stock maize-and-blue shirts with Rose Bowl logos. Students are already flocking to the few campus establishments that have Rose Bowl merchandise in stock.
"I'm on a mission for my family," said LSA sophomore Dave Singer, who plans to go to Pasadena to ring in 1998 and see the Wolverines square off against Washington State. "I have a lot of alums in my family, and they all want Rose Bowl shirts."
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| JOHN KRAFT/Daily Moe's Sports Shop employee Julie Niskar carries Rose Bowl merchandise from the shelves for frenzied fans. |
"Any time a school goes to the Rose Bowl, companies want to jump on board," said Athletic Department Promotion Coordinator Paul Schager, whose office approves licenses. "This will be a hot time when companies will submit a lot of designs for approval."
For clothing manufacturers to legally produce Michigan Rose Bowl clothing, they must gain approval from both the University and the Tournament of Roses, Schager said.
Many University students said they already know what stores to rush to for Rose Bowl clothing.
"I knew to come to Moe's right away," said LSA sophomore Cindy Faulk, who also bought shirts for her family.
"The line has been wrapped around the store all day," said Lisa O'Brien, an employee at Moe's Sports Shop. "It's been really busy. It's crazy."
Moe's, which had Rose Bowl shirts on its shelves by Sunday morning, increased its staff size to prepare for the rush of students.
"We have twice as many people working," said Moe's employee Mary Durbin. "We stay open until it's not busy anymore."
One problem that many students encountered when searching for Rose Bowl clothing was a lack of T-shirts in sizes large and extra large.
"We have limited sizes so far, but we expect to get more in," Durbin said, adding that there is also a shortage of sweatshirts in all sizes.
LSA junior Eric Sheneman said Michigan's invitation to the Rose Bowl gives him an opportunity to buy his mother another Michigan shirt.
"I always want to buy her a lot of Michigan stuff," Sheneman said.
Some students, however, said they prefer regular Michigan apparel to shirts specifically promoting the Rose Bowl, which will only be timely for a few months.
"I would only want to wear it to the Rose Bowl," said Kinesiology senior Chris Dowe. "There would not be a reason to wear the shirt after the Rose Bowl."
Another large Michigan clothing store, Steve and Barry's, does not yet have Rose Bowl merchandise in stock.
"We were shooting to have them in this week, but it looks like it won't be in until early next week," said Steve and Barry's General Manager Dan Switzer. "Tons of people are asking for Rose Bowl shirts. We increased the quantity that we ordered because there is so much demand."
The electrifying surge in school spirit caused by Michigan wins on the gridiron translates to increased consumer spending on Michigan clothing, some retail experts say.
"The football successes lead to a positive psyche," said Dale Leslie, marketing director for the Ann Arbor Area Chamber of Commerce. "It puts them in a good frame of mind. There certainly are a lot of impulse buys."
Leslie said the Rose Bowl invitation has had "a very positive impact" on Ann Arbor retail sales.
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