KNOXVILLE (WATE) - Thousands of fans are heading to Knoxville for Saturday's highly-touted Tennessee-Florida football game.
Many fans booked hotel rooms months in advance and most are paying higher than normal rates.
Every room at the Crowne Plaza in downtown Knoxville is booked both Friday and Saturday nights.
"(The) resurgence of the team has really increased the excitement and demand for football tickets and hotel rooms," said Crowne Plaza General Manager Ken Knight. "It's like the old days."
Rooms at the Crowne Plaza are averaging $244 per night.
Some places, however, has much higher rates. Average rates at the nearby Hampton Inn and Suites are $340.
"We call it revenue maximization," said Hampton Inn General Manager Anita Lane. "I also think it lends itself to the fun of the game and people want to come in and have a great time with their friends and family. It's a leisure piece of business, so it's a little different."
Hampton Inn is also booked for the weekend.
Many fans say they would think twice before paying those higher rates.
"I would probably just have to watch it on TV first before I did that," said Butch Miller, a Volunteer fan.
"We have been to games in the past where hotels were expensive," Bobbi Davis said. "We chose instead of paying that to say farther out of town."
Hotel owners said as long as the Vols continue winning, the higher rates will likely remain.