Texas-OU weekend brings in Dallas dollars – NBC 5 Dallas-Fort Worth

You don't have to be a Texas Longhorn or Oklahoma Sooner fan to know there's a big game in the Cotton Bowl in Dallas this weekend. People in burnt orange and purple line the streets to support their teams during the big Texas/OU weekend.

“The split along the 50-yard line with OU on this side and Texas on that side,” Texas fan Blake Settle said. “It seems like it doesn’t matter if one side is good and one side is bad. It will always be a ball game!

But the Red River Rivalry is more than just a ball game.

“This is very important given an annual event and the overall economic impact and tax benefits it brings to the city and region,” said Monica Paul, executive director of the Dallas Sports Commission. “It’s not just people coming to watch the game. It’s people coming days in advance to do some of the things they’re used to, to experience some of our restaurants.”

There was a traffic jam of food and beverage delivery trucks in Deep Ellum on Friday afternoon. On the Texas/OU weekend, downtown hotels are at about 90% capacity. Paul said the economic impact of the Red River rivalry is more than $50 million.

“It's a great opportunity to get there a little early, enjoy the restaurants and enjoy Dallas,” said OU fan Clint Lawson. “We like to come over on Thursday and spend the whole day until Sunday.”

“Look at the food pavilion, eat fried Oreos and donuts, fried beer and all the goodies there,” Settle said as he walked into the State Fair of Texas Friday afternoon. “Raise your cholesterol levels a little!”

“I think it’s generational,” Paul said. “It runs in the family. The children will continue to go to Texas or Oklahoma. It’s something you plan every year.”

This year marks the 120th Red River Rivalry.

“It’s the most exciting game in America,” Settle said.