Surrounding cities are benefiting from the as many as 20,000 fans heading to Frisco for the NCAA Division I Football Championship.
Sam Houston State and North Dakota State are meeting in a rematch of last year's Football Championship Subdivision title game.
"You see the businesses booming around here, the restaurants being packed, people coming in and inquiring about what's going on," said Gabriel Ontiveros, owner and manager of the Essensuals London salon at Plano's Shops at Legacy. "We're trying to capitalize on that by having promotions."
Next door at the Main Street Bistro, general manager Esther Notargiacomo was swamped in a sea of green and gold.
"I have extra servers -- I loaded my staff," she said. "Today is just a little sample, and we're really busy, so I can imagine tomorrow is going to be double and Sunday is going to be worse."
Last year, turnout for the FCS title game broke attendance records.
Frisco city leaders estimate that the game brought in about $5 million to the surrounding Collin County area, noting that most hotels in Plano, Frisco and Allen had sold out.
NDSU fan Jim Buus attended the 2012 game and said he and his friends and family came down for a longer stay this year in order to enjoy the Dallas-Fort Worth area. He said they plan to "walk around Frisco and Plano, spend some money and really take in the sights a little bit more.
"We've been eating, drinking [and] really having a good time," he said.
Tickets, even for standing-room-only space, are sold out.
Kickoff is at noon on Saturday at FC Dallas Stadium. The parking lot opens for tailgaters at 8 a.m.