With the University of Arizona expecting a smaller fall class, Main Gate Square businesses report slower sales and are adapting to keep customers coming through the door.
TUCSON, Ariz. — As the University of Arizona prepares for a potentially smaller incoming class this fall, businesses in the surrounding Main Gate Square are bracing for a continued slowdown in student traffic. The university’s provost acknowledged in May that the fall 2026 class is likely to be smaller than the previous year’s, a projection that has local shop and restaurant owners concerned about their bottom lines.
While a slower summer is typical for businesses near campus, several owners and employees say this year has been noticeably worse. Vanessa Quiroz, an employee at Geronimo Restaurant, described the summer as “super slow, like 70 percent” compared to previous years. “Every summer we see a decline, but this summer it has been super slow,” Quiroz said. The restaurant has started offering discounts to attract customers.
Domino Mannheim, who has worked at Espresso Art Cafe for more than a decade, reported a 20 to 30 percent loss in sales over the last few months, which she attributes to fewer student customers. “We are definitely adapting with the times,” Mannheim said. “We are much more active on social media, we have to pay for a lot of events to get people in the door.”
Mannheim emphasized the importance of customer relationships during this period. “We encourage our employees to treat people like they are your best friend, cause maybe one day they will be,” she said.
The university’s enrollment update, released in May, noted that while admissions are still open and deposits are coming in, “it is likely that the incoming fall 2026 class will be smaller than the one that arrived in fall 2025.” The provost added that further updates would be provided once more information is available.
For businesses that rely heavily on student spending, the prospect of a smaller class adds uncertainty. Many are hoping that the return of students for the new semester will bring a rebound, but they are also preparing for a longer-term shift in foot traffic.
As the semester approaches, businesses are looking for ways to adapt, whether through promotions, events, or a stronger online presence. The resilience of these local establishments will be tested as they navigate a changing enrollment landscape at the university.