Twin Cities bars hope FIFA World Cup means big business
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Illustration: Aïda Amer/Axios. Photo: Daniel Cardenas/Anadolu via Getty Images
The FIFA World Cup kicks off Thursday with soccer matches set to be played across the United States, Mexico and Canada.
Why it matters: The monthlong tournament is the crowning moment of the world's most popular sport — and one of the world's largest parties.
"The idea that Americans don't care about soccer is just insane," said Wes Burdine, who owns the Black Hart of Saint Paul, which is equal parts soccer bar and LGBTQ+ haven.
- Burdine is one of dozens of local restaurateurs hoping to cash in as passionate supporters and casual viewers seek somewhere to watch the games.
- It's not only for his bar's financial benefit, the futból-loving Burdine tells Axios: "Watching the World Cup needs to be done with people."
The big picture: More Americans are tuning into soccer, and hopes are rising that this summer will spark the same kind of breakthrough the World Cup did the last time it was played on American soil in 1994, reports Axios' Ashley Mahoney.
- 37% of people anticipate their interest in soccer will increase over the next 18 months, according to Nielsen data.
Zoom in: Burdine has been preparing to meet this moment for a year, securing a temporary giant screen for the Midway bar's patio and assembling prizes for a giveaway program meant to keep patrons coming back.
- Black Hart will sell a $15 "passport" that unlocks discounts on drinks and cover charges during the tournament. Every match attended earns passport-holders a stamp — and each stamp is an entry into a prize drawing.
Between the lines: The World Cup arrives after a rough winter for many Twin Cities restaurants and bars that saw business slump during Operation Metro Surge.
- Taxable sales at many food and beverage establishments fell in some communities, according to state data shared with Axios: In February, year-over-year bar and restaurant sales were down 4.9% in St. Paul.
- A city-commissioned analysis released Wednesday found Minneapolis restaurants lost $82 million in revenue during the surge.
Case in point: Black Hart's revenue was down 20% over the winter, says Burdine.
- The World Cup won't "make or break" Black Hart's year, Burdine says — he's still hopeful the bar will turn a profit — but the tournament is a chance to "reset" and "pay some more bills."
Go deeper: Where to watch the FIFA World Cup in the Twin Cities