Many Wisconsin fans apparently traveled to see the No. 10 Badgers take on BYU way out in Provo, Utah.

The town, home to the LDS-affiliated university (Mormons don't consume alcohol), has only two bars — ABG’s Libation Emporium and City Limits Tavern — both of which decided to open two hours early, at 10 a.m. local time, for the Wisconsin faithful.

That proved to be a fruitful decision.

“We had 17 people come in the door at 10 o‘clock and about 35 or 40 follow them instantly,” Gary Whiting, the owner of ABG's, told The Salt Lake Tribune. “It was just a constant influx.”


Whiting said the bar was packed for more than three hours as fans waited to go to the game, and that business was steady after the 1 p.m. kickoff. He said the bar made triple what it normally would on a Saturday.

“Financially, it‘s the biggest day I’ve ever had here,” Whiting said.

City Limits Tavern also had a huge day, according to bartender Liz Burley. She said Wisconsin fans were "the nicest, funnest people we’ve ever had here.”