The once-yearly Super Bowl, which took place at the MetLife stadium in East Rutherford, New Jersey this year, creates a lot of sales for area businesses. According to Super Bowl Host Committee data, the event was expected to bring $550-$600 million to the New York and New Jersey economies. The Street highlighted four such examples.
Quaker Steak & Lube Brick, New Jersey
This Nascar-themed bar and restaurant said it expected a 35 percent increase in business from Super Bowl take-out and visiting fans in the days surrounding the Super Bowl, according to Kurt Pahlitzsch, director of operations for Quaker Steak & Lube’s Brick, New Jersey location. The location is one hour from the MetLife stadium. Pahlitzsch said, “there’s a lot of rollover with people coming in from out of town…. They’re taking advantage of visiting family down by us. So not only on Super Bowl Sunday, but were also expecting Friday and Saturday to be above levels.” The restaurant expected increases in catering and bulk to-go orders and in-dining business to increase by 20 percent. “I’m going from having two to three people working the to-go business to more than double—eight people are handling the take-out business,” he said. “I love having it in the metro area it brings a lot of traffic,” Pahlitzsch said. “Not only does it help me [now] but in future weeks to come.”
Make My Cake Harlem, New York
The 1,500 black and white cookie order for the official Super Bowl tailgate party came by way of a contract received through an application made to the Super Bowl Host Committee’s Business Connect Program. The program encourages relationships between area women- and minority-owned businesses and NFL and Super Bowl Vendors. The contract is a big win for the Southern desserts and decorated cake specialists and enables the company to describe itself as a Super Bowl business. Co-owner and president, Aliyyah Baylor, added, “The experience has been very positive…. Once you start submitting the paperwork—I haven’t done it on that scale—but it’s encouraging to definitely seek those opportunities again. So I definitely would do it again.” The contract enabled Baylor to bring a part-time worker to full-time status and to bring in another part-time worker. “Usually we do a lot of seasonal [business],” she said, which calls for hiring temporary workers.
Niles Advertising and Display Solutions Bronx, N.Y.
Niles Advertising & Display Solutions went through the Host Committee’s Business Connect program. Owner Wendell Niles said the firm expects a 5-7 percent sales increase for first-quarter 2014 due to Super Bowl business. The firm worked on a number of graphic design, printing, laser signage, and banners for the Super Bowl; contract vetting began in November 2012 and Niles said he received an email urging him to apply. His greatest challenge was finding the best way to market his services with the NFL and was ultimately awarded two of the four projects on which his firm bid. Niles said the Super Bowl contract will enable him to continue to work with the NFL and its 32 teams. “The Super Bowl is only once a year,” he noted. “It is nothing but a big event and there’s a lot of things required to pull off the event, but the ongoing requirements of the NFL and the leads [there] is what we really want.”
Westside Market NYC Manhattan and Maywood, New Jersey
Typically, Westside Market prepares and sells about 1,500 pounds of finger foods and chicken wings each, 1,000 pounds of salsa, and 800 pounds of cookies and fruit bowls each on Super Bowl Sundays. Westside Market prepared for more customers—locals and visitors—to shop in their two stores during the weekend. “There is some sort of immediacy that the Super Bowl is here—[people] feel compelled to have an even bigger party. It just feels closer and is even more hyped than usual,” Ian Joskowitz, COO of Westside Market NYC pointed out. “That’s more people we’ve got to feed.” The firm expected a 30 percent uptick in New York sales and Joskowitz is looking to seeing how sales fared in its New Jersey site. “The business really increases dramatically the day before and on the day of the Super Bowl. All of the locations—it’s like clockwork,” Joskowitz added.
The Street; Why the Super Bowl is Big for Small Business; By Laurie Kulikowski; January 31, 2014.