How Businesses in Athens, Georgia Power Back-to-School for College Students

As students return to classes, businesses in college towns across the country are helping students prepare for the new academic year. 

For Athens, Georgia, the back-to-school season for students at the University of Georgia provides a boon for local businesses that hire more workers and see more customers when classes are in session. From coffee shops to bed and breakfasts, the local community stands ready to welcome new and returning students to the area.

“On every given night of the school year, our streets, museums, amazing music venues, and dining establishments are full. Add in five or six home football games, and you realize it doesn't get much better than this,” says David Bradley, President of the Athens Area Chamber of Commerce. “The youthful energy and collegiate excitement translate into the economic engine that drives Athens and northeast Georgia.” 

The Athens Area Chamber of Commerce shared examples of how businesses in and around Athens, Georgia, are getting university students ready for the new school year and how students and alumni contribute to the local economy.

Fueling Up for Back-to-School

As students at the University of Georgia return to campus this school year, Jittery Joe’s Coffee is in full swing serving customers, employing students, and supplying students with the caffeine and community workspace to start their academic year off on the right foot.

Jittery Joe's initially started in 1994 as an all-night café to provide a place for students under the drinking age to hang out after live music venues closed. Today, the company boasts ten stores and a wholesale roasting company that provides roasted coffee to hotels, restaurants, bakeries, doughnut shops, and other cafés. 

Thirty years after opening, students at the University of Georgia are still a core customer base and focus for the company. “The university community is key to our business. The staff, faculty, and students make up a large percentage of our customers. The students are a large percentage of our employees,” says Bob Googe, owner of Jittery Joe’s.

As the official coffee of UGA Athletics, the University uses its coffee in the office of the University President and the UGA Visitors Center. Jittery Joe’s is also the university's coffee catering company. And their business model changes based on when students are on campus. “We also have four locations on the University of Georgia campus. Those stores are only open when school is in session. So, when school is out, 40% of our local stores are closed. No revenue, no employees.”

Their growth has been driven in part by the students on campus who have made the business successful for three decades, and that relationship extends beyond graduation. Former students support Jitter Joe’s robust e-commerce business and expansion plans. “We are now in the process of launching our franchise company with a specific target in the Atlanta market where over 60% of all University of Georgia graduates reside,” says Googe.

Jittery Joe’s commitment to the community extends far beyond the student population. Googe serves on local not-for-profit and chamber boards and committees that impact the town and surrounding area.

“As a part of the community, we raise money, give money, or give coffee to hundreds of not-for-profits each year; everything from fraternities and sororities to Little League, Athens Music Festival, Project Safe (a safe house for abused and battered women and children), local schools, fundraisers on and on and on,” says Googe.

Moving —and Staying—in Style

As students make their way back to campus for the academic year, local hotels and bed and breakfasts like The Rushmore provide a home away from home for families during fall move-in and throughout the year.

“This time of year is a very important time for us, with August being our busiest month each year,” says Candice Treadway, one of the owners of the Rushmore. “Many parents stay with us this time of year as they move their college children into dorms or apartments. Some are staying with us for the first time, while others have been with us since we opened, coming back each time they visit their children in Athens. This school year, we will see seniors graduate who stayed with us as freshmen when they moved to Athens for the first time in 2021.”

Back-to-school isn’t the only busy time for this unique B&B, which credits 90% of its business to being in a university town. “From sporting events, sorority and fraternity events, campus tours, freshman orientation, guest speakers, meetings, etc., we can count on the success of the University of Georgia and its popularity to indirectly support our business,” says Treadway.

Since its opening, The Rushmore has been embraced by the Athens community and supports many other local businesses. They partner with a local cafe to provide their guests with breakfast each morning and are eager to recommend local shops, restaurants, and activities so visitors can experience and enjoy everything Athens has to offer.

Satisfying Sweet Tooths Across Athens

As Athens’ first cookie dough café, Alumni Cookie Dough has been serving gourmet edible cookie dough for over five years and has expanded to having dozens of stores across four other Georgia counties. Voted “Best Dessert in Georgia” in 2021, 2022, and 2023, hungry college students help it thrive.

The back-to-school season is incredibly important to Alumni Cookie Dough. Mike Dollander, one of the founders of the business alongside his wife Jennifer, describes the constant influx of new and returning UGA students as “breathing new life into the café.”

The founders estimate that around 70% of their walk-in customers at their downtown location are college students looking to satisfy their sweets craving, including through specialty flavors found only during football season.

The cafe’s gourmet treats can be found in breweries, coffee shops, market stores, and hotels throughout Athens, and several apartment complexes have partnered with them to treat new residents. Special coupons are also provided to apartment complexes and hotels to share with new and returning students.

Alumni Cookie Dough is an active member of the Athens community and a favorite among locals and tourists alike. A big part of their success is due to the exciting back-to-school rush that helps drive U.S. small businesses.

“We have been blessed to be a part of the downtown Athens business community for the past five plus years, and we look forward to serving new experiences and happiness out of our small business!”

Gearing Up for the School Year

A family-owned and operated business, The Clubhouse has served the Athens community with spirit items since 1975. Between The Clubhouse and its sister store, University Spirit, this small, family-run business is a staple of the Athens area, offering everything from apparel to home goods.

The back-to-school season is critical to both The Clubhouse and University Spirit. Between sorority rushes, the college football season, and other fall activities, the bustle of students makes downtown Athens full of energy.

Lisa Royals, a daughter of the founders of The Clubhouse, says back-to-school is vital to their business. “We thrive when Athens is alive with back-to-school and back-to-football.”

In business for over fifty years, The Clubhouse is not only dedicated to its customers but also keeps business in the local community. “If we don’t have something that a customer is looking for, we are always recommending other local businesses who might,” says Royals. “We are a family. We care about our community, the Dawgs, and Athens.”

About the authors

Rachel Ledbetter

Rachel Ledbetter is a senior manager for communications and strategy at the U.S. Chamber of Commerce.

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Lisa Teno

Lisa Teno is an Associate Manager, Communications at the U.S. Chamber of Commerce.