With the new school year starting for St. Ambrose University this week, nearly 1,900 students moved into their dorms on campus Sunday.
And that is enough to make any local business owner take notice.
Move in day is a day for college students to get back into the swing of a new school year, and for local businesses - that day can't come soon enough.
With the equivalent of a small city moving onto campus, leaders of the Hilltop Campus District neighborhood - just blocks from the university - are hoping to cash in on a demographic that's only here for nine months of the year.
"If you see more people going from shop to shop," says Hilltop Director Scott Tunnicliff, "Whether they are kids or people who have lived here for generations, they will tend to look at this area in a different light that they did five years ago."
Recently, the Hilltop has been undergoing a facelift.
With the construction of a new apartment building and new stores on the way, leaders in the neighborhood hope to keep students coming in.