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11:00 again

Personally I like the 11 am kickoffs. It gets the game out of the way and unfortunately the night games tend to always be when one of my grandkids have a activity we attend.
The next two games with Baylor and Iowa State are 11 am starts.
Living in the east, I like noon starts.
 
Really. Every time I attended an early game the businesses were doing great before and long after the game. I guess things change.
Opportunity cost, basing this on people I know who owned stores, bars, and restaurants around LSU. Tailgating is an all-day affair there, and I would imagine it's similar at most other SEC schools. They lose about 6-7 high volume hours when kickoff gets moved from 7:00 PM to 11:00 AM. With an 11:00 AM start, the "old people" (with more money to spend) are probably headed home, or to off-campus establishments, by 4:00. Also, early games attract far fewer "unticketed" tailgaters (who will likely duck into a bar to watch the game), which also reduces sales.

I would agree that merchants in Norman might not feel quite the same sting. As an OU student (before permanent stadium lighting), our tailgating experience consisted of rolling out of bed in time for lunch, then heading over to O'Connels for a few drinks, then getting to our seats in time to see the band's pre-game. There also wasn't much of a post-game atmosphere, as the crowd seemed more preoccupied with getting home. I would also imagine that far less alcohol is consumed at an OU game for cultural reasons, as well as for the practical reason of having to drive back to OKC or Tulsa.
 
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