How do businesses navigate East Lansing’s cyclical nature?

Every summer, Michigan State University students leave the normally bustling downtown East Lansing, only to return in their thousands a few months later for the back-to-school rush. This cycle is normal in college towns, but how does this pattern affect the local shops and restaurants that remain here year-round?

Ken Campbell, owner of Campbell’s Market Basket, said his business has been “very directly affected by Michigan,” with sales at his grocery store up nearly 50% from summer to fall.

“Michigan State is a very stable customer,” Campbell says. “They always have an incoming undergraduate class, so they always have a certain number of students enrolled who are willing to help and support the company.”

Campbell said summer clientele relies heavily on local East Lansing residents, families and full-time faculty and staff.

“You still see them during the semester, but they’re certainly overshadowed by the surge in students,” Campbell said.

This sudden increase in customers will also determine your inventory needs.

“Because we’re a wet market and produce store with a lot of fresh produce, we would normally wait until we see that influx,” Campbell said. “We don’t want to have a lot of inventory too soon, but we’ll definitely be ready a week or two before everyone comes back.”

Zach Hiscock, senior store manager at Rally House, said sales at the popular sportswear store increase dramatically when students move in, as the start of the school year coincides with football season.

“Typically, between September and December, we do 70 to 80 per cent of our sales. In the summer, we’re at about 5 to 10 per cent of sales,” Mr Hiscock said.

Hiscock said one of the unique challenges of running a business in a college town is dealing with the age gap between owners and employees.

“This is my life, this is my work, and that’s all I’m going to focus on,” Hiscock said. “And we understand that college students are in school to get a degree, and we try to find that simple balance: ‘Hey, I want you to be successful in life and successful in school, but I also want our business to be successful.'”

Cottage Inn franchise owner George Hoover said he works there six nights a week because it’s his favorite part of the business: interacting with customers.

“I want to be here when it’s at its most vibrant,” Huber said, “when people are having the most fun so I can greet them and be a part of that vibe and not only make their experience a positive one, (but) also engage with customers and build my brand with them.”

Huber added that it’s important for local businesses to establish themselves among not only the student population but also long-term residents.

“I still think the secret to doing business in East Lansing is to be part of the community, not just part of Michigan State University,” Hoover said. “If you have that mentality, your business will thrive and you can live here year-round and really enjoy the environment.”