"I'm just glad the coaching search is over," Rocky Top Books West manager Michael Jaynes said. "This past season, with all the hype at the beginning of the year going into the Florida game, we went from having a record sales day, to the last home game against Kentucky as a record low. We're just excited to get a change and look forward to the future."
While some were hoping for a big-name hire to resonate across the college football world, others see success as more important.
"I think wins speak volumes," Jaynes said. "A name is just a name. Everybody was on the (Jon) Gruden train, but he isn't a proven college coach and who knows what we would have gotten there. If this guy wins, then the rest will take care of itself. Our sales need him to win."
Across town, HoundDogs UT Volunteers Apparel manager Jesse Thomason is taking a wait-and-see approach on Jones due to the wide range of responses to the hire.
"It's definitely not the super home run hire that a lot of people were wanting," Thomason said. "Jon Gruden would have definitely boosted our business immediately. If Jones can come in and get us a strong recruiting class, I think that will definitely help my business out."
Local business owners are not alone in their varied reaction to the new coach. UT students also responded to the news with mixed reactions.
"I was disappointed," Junior logistics major Josh Hunt said. "I thought if we were going to spend the money we did, we could have done better."
Some who watched the news conference liked what Jones had to say to the fan base, but are still taking a cautious approach.
"That is saying a lot," Junior English major Kerry Fillers said in regards to Jones' comment about Nick Saban and Les Miles having no SEC experience. "There are a lot of coaches that have had zero SEC experience that have done absolutely nothing. The odds aren't in his favor there."
Hunt sees the majority of the fan base supporting Jones and giving him a fair chance.
"I still plan on going to every game next year," Hunt said. "I just love this place. It's in my blood. That is why people get so upset, because they want the best for this program.
"Everyone's ultimate goal is to have this program win games."