As hundreds of soon-to-be graduates prepare to cross the stage Friday, May 20, Lubbock businesses are also preparing for the arrival of their families and friends traveling from all over.
According to the Lubbock Hotel Motel Association (LHMA), the spring season is a very busy time of year for Lubbock hotels. Managers say parents will book their rooms for graduation up to a year in advance to make sure that they have a place to stay come time to see their children graduate.
“Tech parents are very savvy,” said Marcie Truby, general manger of Hyatt Place hotel and Vice President of the LHMA. “They understand how early you have to make reservations. They’ve come for football games and understand how crazy the market can be. So, most of the time hotels are filled nearly a year in advance of graduation.”
Rob Meyer, the manager and operator of the Arbor Hotel and Conference Center, says he sees the same thing over at his hotel as well. The busy time presents itself an opportunity to raise hotel room prices.
“What makes this weekend special is that the rates will probably pop. The demand is so great you can go a little bit up on your rate and people accept that because you know they want to be here to see their kids graduate,” said Meyer. “I can sell out in the middle of January, but the rate would be at a lower rate, so that’s what makes this weekend special for hotel side.”
Now, if you or someone you know is still searching for that last minute hotel room, don’t lose all hope just yet. Hotel managers say last-minute cancelations do arise, making way for open slots.
“We want travelers to be happy and satisfied when they’re coming to Lubbock so we’re happy to send them to the places that we work with, you know our friendships in the business that we know. So, it’s just a huge economic boom this time of year for hotels and we’re just happy to have al the travelers here visiting Lubbock,” said Truby.
And it’s not only the hotels who are going to see a jump in their business. Retailers at South Plains Mall make sure to keep well-prepared and equipped for graduation weekend.
“Our retailers follow all the graduations. They seem to start at the beginning of the month and roll right through so our retailers have all their new summer stuff out and have great deals going on,” said Ashley Knox, the marketing manager for of South Plains Mall. “I think that’s one of the things that makes Lubbock so special is the unique bond with Texas Tech University and how that does impact our economy and just the special events like this [graduation] especially seasonally. We all reap the benefits of everyone coming into town and being here helping our economy.”
When it comes to busy weekends like graduation, local hotels and retailers’ share the same goal: making sure new faces enjoy their time in Lubbock while helping to boost the Hub City’s economy at the same time.
“In the business of hospitality, we’re all in it together as far as welcoming guests to Lubbock,” said Truby.
“What we want to do as an industry is make sure our city sells out,” said Meyer.
