It’s as if a perfect storm has rolled into Denver.
The combination of two home NFL playoff games – including Sunday’s AFC championship game between the Denver Broncos and the Pittsburgh Steelers – and the 100th anniversary of the National Western Stock Show has numerous businesses on pace for a banner January, normally one of the slowest months of the year.
“It’s like Christmas,” said Karl Huizenga, district manager for the SportsFan apparel stores, where Broncos jerseys are selling well. “It’s why we’re in business – for moments like this.”
At the Denver ChopHouse, football and rodeo fans have been ordering pepper-crusted New York strip steaks at a record pace. To date, sales at the restaurant are more than $50,000 ahead of last year.
“Business was fantastic last weekend, and we’re anticipating it will be even busier this weekend,” general manager Robert Kaczmarczyk said.
The Metro Denver Economic Development Corp. projects that hosting Sunday’s AFC championship game will generate $21 million in “overall economic impact” for the city. The organization estimates 8,000 out-of-towners will visit Denver and spend an average of $1,300 each – or $10.4 million. It then multiplies the number by roughly two to take into account ancillary benefits.
By comparison, the 16-day stock show, which ends Sunday, is projected to have an economic impact more than four times greater – $84.1 million.
“January is typically slow in Denver. That’s why 100 years ago, the chamber started the stock show as a way to stimulate the after-Christmas-blues in the retail market,” said Tom Clark, executive vice president of the corporation. “Nobody expected to have two home playoff games on top of that.”
The nationally televised game will help boost Denver’s image as a tourist and meeting destination, according to the Denver Metro Convention & Visitors Bureau.
“The TV exposure for tourism is gigantic,” bureau spokesman Rich Grant said.
At Argonaut Liquors, sales were up 15 percent on Saturday versus a typical football weekend, with dozens of kegs rolling out of the store.
“Something like this definitely spikes business, especially when the hometown heroes are in the middle of it,” owner Ron Vaughn said.
The Westin Tabor Center’s bookings for Saturday night have jumped from 60 percent to 100 percent since it was announced the game would be played in Denver, said Tom Curley, general manager.
But many football fans strolling the streets of Lower Downtown this weekend may be sporting black and gold. Pittsburgh Steelers fans have a reputation for following their team.
Joe Weigler, owner of Shadyside Travel in Pittsburgh, said he had booked trips to Denver for 40 Steelers fans as of Tuesday afternoon. The package he was offering included round-trip airfare, two nights’ lodging at the Adam’s Mark Hotel and a rental car for $479 a person. The package did not include tickets to the game.
“Steelers fans do travel well,” he said. “They always manage to show up, no matter what the cost is.”
Staff writer Julie Dunn can be reached at 303-820-1592 or jdunn@denverpost.com.
