How Boston restaurants are preparing for the World Cup
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Roundhead Brewing in Hyde Park. Photo: Steph Solis/Axios
When Haiti faces Scotland next month, Roundhead Brewing will welcome fans with three screens, light-blocking curtains and a multilingual emcee.
Why it matters: Boston-area restaurants are pulling out all the stops for a World Cup that they hope will bring a boost in business amid economic uncertainty.
Zoom out: Businesses nationwide stand to capitalize on locals and tourists seeking an alternative to four-figure tickets and travel packages.
- But some have to spend money in hopes of making money in an industry that's lost clientele as corporate spending shrinks and young people shift away from alcohol.
- They also have to navigate FIFA's restrictions, namely by avoiding the "World Cup" name or logo in marketing materials.
State of play: Roundhead Brewing in Hyde Park is marketing its events as its "Summer of Soccer" programming, says co-owner Craig Panzer.
- La Hacienda in East Boston and Revere plans to partner with Don Julio, one of FIFA's official sponsors, to promote drinks during the tournament, co-owner Aldo Callejas tells Axios.
- Warehouse Kitchen and Sports Bar downtown partnered with the France national team, which is practicing in Boston, to serve as fans' go-to spot for watch parties and pre-game meals.
What they're saying: "We had to open our reservation window further out because people just kept emailing us and calling us," said Warehouse co-owner Cliff Dever, who started getting emails about reservations in November.
- It was a welcome change of pace in a neighborhood undergoing a slow post-pandemic recovery.
How it works: City officials are processing requests for one-time changes to liquor licensees' designated hours and other applications ahead of the tournament.
- Boston's licensing board requests businesses to file their applications at least two weeks before their events, says Danny Green, the board's executive secretary.
Zoom in: Businesses seeking to host events in public spaces will need to request a special event license.
- Those that don't already broadcast shows and games will need to request a special viewing license from FIFA, not the city.
- The licensing board can field questions from business owners during office hours, 3-5pm every other Wednesday.
What we're watching: Business owners say they're treating the tournament as a chance to draw new clientele and convert them into regulars.
- "As people come together for the World Cup to root on their commonality, in the long term, we want folks to enjoy each other and make folks discover and make Roundhead theirs," Panzer tells Axios.
Go deeper: These Boston restaurants are streaming World Cup games