During last Saturday’s women’s basketball game, every “Clone Cone” sold left a likely-happier Iowa State fan walking back to the seats.

After the overtime loss, the dessert might well have been the event’s only consolation.

Welcome to the business of concessions.

“This is definitely a service industry that we are in,” said Tim Hinderks, the Iowa State Center concessions manager. “If the guests don’t come back, we don’t have business.”

A crowd of just under 9,000 spent money to get in the doors Saturday, and even more once inside, meaning a good day at the office.

For Amberly Hagen, the concession’s office manager and sophomore in apparel merchandising, design and production, work starts hours before tip-off and continues throughout the game.

Hagen is in charge of time sheets, logging cash drawer balances and making sure vendors have change.

She worked in the concessions stands for two years before being appointed to the office position.

“It’s worth the pay – it’s laid back and the people make it enjoyable,” Hagen said. “We like to hang out with each other and talk to each other.”

The first fans for the Sunday’s game waited outside the door at approximately 12:35 p.m., but Hilton workers show up hours before.

Concessions relay all of their business requests and commands throughout the game.

Many factors affect the industry’s profit margin. Crowd size is the biggest.

“Women’s basketball has done very well for us especially since [coach Bill] Fennelly got here,” Hinderks said.

“Before Fennelly got here, we didn’t have a lot of crowds . but [since he came] he has worked very hard to draw crowds and get fan backing.”

Hinderks said men’s basketball is “the best” for Hilton concessions in terms of profitability. Along with football, the athletic program’s main attractions drive the business.

A program’s performance affects the profitability, as well.

“Wrestling has done well in recent years, especially when Cael Sanderson was wrestling,” Hinderks said.

“We see it . with all teams. The women’s gymnastics team has been very good over the last couple years and are doing quite well right now, and that helps draw a crowd.”

Happy fans make happy customers.

“If they are happy, then they are willing to spend some money and come to some events,” Hinderks said. “It is a social occasion for most people. It gives them an opportunity to see friends, see an event and get out of the house.”