Local businesses thrive on JMU’s influence
Harrisonburg businesses made $295 million off JMU students in 2005
By Ashley Hopkins, staff writer
Posted on November 20, 2006

In 2005, JMU and its students, employees and retirees spent more than $292 million in Harrisonburg and Rockingham County, helping local businesses and fueling the local economy. 

This total came from a recent study conducted by JMU’s Office of Institutional Research and the Virginia Employment Commission in July 2006 and includes direct and indirect spending, jobs and tax revenue.

While JMU students may work a large percentage of the jobs across Harrisonburg, there are more than 6,000 jobs associated with JMU itself. 3,202 employees work at JMU and university spending has helped create 3,023 more off-campus jobs, adding up to almost 10 percent of local employment, according to Harrisonburg Economic Development Director Brian Shull.

“That’s a significant impact,” he said.

Although local businesses manage to pull in customers year round, many find a boost in sales during the school year.

Buffalo Wild Wings, which receives about 75 percent of its business from students and faculty, according to bar manager Zak Koops.
“JMU is a huge marketing ploy that we have,” Koops said.

Buffalo Wild Wings also pulls in customers by donating to clubs, sororities and fraternities, sponsoring events such as Relay for Life, decorating in purple and gold and playing JMU sporting events on televisions throughout the restaurant. 

Without JMU close by, “business would not be as good,” Koops said.  “That’s evident during the summer.”

Kline’s Dairy Bar also notices a difference in sales when students are in town.

“JMU plays a major role in the business we get,” said Katie Emerson, a manager at the South Main Street store. “Most of the students leave in the summer and when they return in the fall, Kline’s notices a big difference in sales.”

Other businesses don’t share the JMU-spurred sales spike.

While Barnes and Noble is located near campus, the majority of its customers are not college students, said Department Manager Jennifer Hannah.

“We have regulars here all year, so we don’t see a huge drop when school’s not in session,” she said.

Whether or not companies are seeing a major boost in sales during the school year, many are finding employees in JMU students.

Approximately 50 percent of Buffalo Wild Wings’ staff attend JMU, Koops said, adding that about half of these students stay on for the summer.  The number is even higher at Cinnamon Bear, where 80 percent of workers are from JMU, according to owner Susan Fanella.
Emerson said a lot of Kline’s employees are JMU students as well.

“Most of our girls are JMU students or high- school students who graduated, went to JMU and continued to work at Kline’s,” she said.