It’s back to school time at the University of Tennessee at Martin, and Bentlee McDaniel is ready.

The owner of University Street gift shop Cambridge House has stocked her shelves with picture frames, sorority and fraternity merchandise, candles, and jewelry. But the final touch is the large orange and white sign in the front window, shouting that she’s caught ‘UT Martin Mania.’

From the look of things, it’s contagious. The UT Martin Mania phenomenon, now sweeping the city for the second year, celebrates the rebirth of the community as students return to town for the fall semester. The festive signs can be found all around Martin, thanks to the efforts of the university and city businesses.

McDaniel, who said she “definitely” sees more business when classes are in session, said UT Martin Mania is designed to welcome students to town and encourage them to shop locally.

“We're trying to direct students toward the Martin Central Business District (CBD) area,” said McDaniel, who is CBD president. “We want to let students know there are great specialty shops and locally owned businesses in Martin.”

Working with McDaniel to spearhead the campaign is Candace Goad, coordinator of the UTM student employment information service. With the help of student workers, orangeand white signs were delivered to businesses early this week.

“We want to welcome the students back to campus and we want to encourage them to shop at home,” Goad said. “A lot of the students don't even know what shops there are in town. We're getting these signs up so students know to shop in Martin first.”

The orange and white signs in local shop windows highlight the relationship between the university and the city, said UTM Chancellor Nick Dunagan.

“UT Martin Mania is a way of saying the community is proud to have the students back on campus,” Dunagan said. “The university and community are linked in many ways. There are positive economic and quality of life reasons for the community to be excited about the return of nearly 6,000 students. I know the students appreciate this community and the recognition of the role they play in the lives of Martin and Weakley County citizens.”

Hollie Vowell, executive director of the Martin Economic Development Council, said the university's presence plays a key role in attracting new businesses to Martin.

“Students are a vital part of the Martin community,” Vowell said. “With almost 6,000 students on campus, how can the university not be important to the economy? We're always glad to see them back in town.”

UT Martin Mania is catching on. McDaniel said she and other Martin business owners saw more university students come through their doors when the campaign kicked off last year. They hope to continue the trend in the future.

UTM junior April Laney, who helped deliver the signs, said students are getting the message. “UT Martin Mania welcomes UTM students back,” she said. “It encourages them to stay in Martin and shop in Martin. The signs say, ‘Our town is your town, make yourself at home.’”