Staff Photo by Lesley Onstott Tyler Forrest, left, laughs with Kim Swift, right, as they and Brandon Harrison blow up balloons in University of Tennessee at Chattanooga colors to decorate the front of the Hair of the Dog Wednesday. Several downtown businesses agreed to be decorated by about 75 students from different collegiate organizations before the UTC football game against Western Carolina this weekend.

Storefronts in downtown Chattanooga will be decked out in blue and gold for the rest of the week in an effort to drum up excitement for UTC's football game Saturday against Western Carolina.

More than 40 downtown retailers, restaurants and businesses are displaying their support for the Mocs by hanging decorations in the effort organized by The RiverCity Co., a nonprofit organization that promotes downtown development.

"Chattanooga is not as much of a college town as it could be," said Cullon Hooks, retail director at The RiverCity Co.

UTC students, armed with streamers, balloons and signs that read "Let's Go Mocs!," began decorating downtown businesses Wednesday afternoon.

Tyler Forrest, a UTC senior who is one of the organizers, said more than 75 students are helping decorate downtown businesses.

"I think it is really exciting seeing the town painted and decorated," he said. "It shows that students are really taking pride in the campus and the athletic programs. There has been a lot of excitement on campus about it."

The decorations were provided by the UTC Athletics Department, and participating businesses are being given up to four tickets for the game, officials said.

"UTC pride is quickly becoming a large part of the Chattanooga culture. These businesses will not be overlooked by the community," said Mr. Hooks.

Ryan Walker, an employee at downtown retailer World Next Door, said he is happy to see downtown shops reach out to students -- a large percentage of the store's customer base.

"There seems to have been a disconnect for some time even though we are neighbors," he said.

Mr. Hooks said RiverCity Co. came up with the idea for "paint the town blue and gold" after conducting a survey in the spring of students' opinions of downtown businesses.

He said downtown businesses "are extremely excited to show their support for the Mocs and show the students how much they are welcomed and valued in the downtown community."

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IF YOU GO

What: UTC's football team will play Western Carolina University

When: Saturday at 2 p.m.

Where: Finley Stadium

Source: UTC