BOULDER • It’s Prime Time in Boulder. You already know that.

You know that along with millions of national TV viewers who watched a charismatic coach take the college football world by storm last year. Prime’s effect? One study suggested the local economy could thank Deion Sanders for $113.2 million in impact. University of Colorado has reported a 20% increase in freshman applications, amounting to 68,000.

New students will find football far from rules Boulder.

They’ll find outdoor places beyond their wildest dreams. They’ll find food and drink to match those dreams and shopping to match the finest corridor of any big city. They might just find the hippie culture that predated today’s scene.

There is indeed much to find in Boulder. And summer is the prime time to go.

Pearl perfection

Pearl Street Mall is the center of town, the spot for the shopper and the foodie and the people-watcher delighted by buskers.

Shopping? Where to begin? Maybe you’re most comfortable with names you know: Athleta, Urban Outfitters, Patagonia and Free People to name a few. But you’d be wise to pop into shops run by locals who know fashion and gifts best.

You can find a story in Cedar & Hyde Mercantile — the family-run shop promises one in every piece of clothing and decor. For 30-plus years, Weekends has been keeping up with the latest in men’s and women’s style. Savvy on Pearl is another staple clothier. Check out Peppercorn for fine kitchenware and gourmet goodies. There’s even a store for kites: Into the Wind.

As for fuel, consider Foolish Craig’s Cafe for breakfast — the funky, local foil to next-door neighbor Snooze. For lunch, we love Chinese street food at Zo Ma Ma. Some of Boulder’s classic, upscale eateries can be found nearby, including Michelin-recognized OAK at Fourteenth and Frasca Food and Wine.

Get outside

Pearl Street Mall is outside for a reason. Boulder is best outdoors, where those iconic, tilting, mountainside rocks loom in view.

Get a closer look at the Flatirons from Chautauqua Park. You don’t have to hike to the formations to enjoy yourself; the trail system is suited to all levels.

For more of a challenge, Mount Sanitas is a go-to living up to its name for local fitness fanatics (Sanitas is Latin for “health”). For a longer trek to a higher point, head to Gregory Canyon trailhead. That’s the starting point for Green Mountain’s summit, covering a round trip of about six miles.

Valmont Bike Park is a biker’s mecca for drops, jumps and big turns.

Tea and tunes

You’ll have your senses awakened during the tea tour at Celestial Seasonings. And you’ll have your curiosity piqued by the tale of youngsters who in 1969 started collecting wild herbs around Boulder’s fields and forests and saw a tea empire rise.

Continue the theme at Boulder Dushanbe Teahouse. The ornate structure was built by pieces shipped from Tajikistan, where such vibrant, airy and flavorful tea houses are more common. Immerse yourself in the space with something to sip and eat from the eclectic, carefully curated menu.

Music is even more core to Boulder than tea. Boogie down for a big show and big view at Folsom Field. Or check out the acts at Fox Theatre off Pearl Street, where there’s also the more intimate Velvet Elk Lounge, specializing in local talent.