Liberty Bowl brings big bucks to Bluff City

DOWNTOWN MEMPHIS, Tenn. (FOX13) -

Beale Street blue turned maroon and white as the Liberty Bowl celebrations kicked off at Monday's parade.

The festivities also mean a lot of green for the city of Memphis.

"It's our second biggest moneymaker of the year," said Alfred's manager Scott Lawrence, "With the Liberty Bowl falling so close to New Year's Eve, between the Liberty Bowl, New Year's Eve, the parade, the pep rally, all the events downtown, it really brings a lot of tourism to downtown; a lot of money to the whole area."

In 2007, the last time Mississippi State played in the Liberty Bowl, Memphis generated an estimated $23 million.

While bulldog bells filled Beale Street during the parade, Mississippi State families marched to other Bluff City establishments throughout the week, pouring money into the local economy.

"We're going to Graceland, we're going to do the BBQ at Tom's next to Graceland," said Mississippi State Alum Barry Boatner, "The tickets, the room, the lodging, the food: It's going to be a couple thousand dollars on my American Express card when it's all over."

Lawrence said Alfred's is the official hangout for the Mississippi State Alumni Association this year; they expected nearly 900 people on parade day just from that.

The 55th AutoZone Liberty Bowl between Mississippi State and Rice kicks off at 3 p.m. on Tuesday.

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Liberty Bowl brings big bucks to Bluff City