Sports Update Monday: South Florida has World Cup Fever
Retailers across South Florida are joining the FIFA World Cup craze — and hoping to bank off it, too. While the normal hotels, bars and stores are doing their part, some unexpected events — think poetry readings on South Beach and soccer-themed makeovers — have cropped up as well. Even though Miami is thousands of miles away from the soccer action that will start Thursday in Brazil, it is well-positioned as a way station for travelers and teams: Miami International Airport, with service to 10 of the 12 World Cup cities, expects a 30 percent increase in travel to Brazil between Thursday and the end of July.
And tourism boosters have mobilized to promote Miami as a soccer destination in its own right, marketing “Miami Soccer Summer” with hotel packages, watch parties and events such as the Guinness International Champions Cup final later in the summer. Some hoteliers say they have seen an uptick in business due partially to World Cup travelers this June, typically one of the slower months of the year. Mike Kovensky, director of sales and marketing at the InterContinental Miami, said occupancy is “north of 90” percent, an increase of seven percentage points compared to a year ago.
The Courtyard Cadillac Miami Beach Oceanfront, which has a “soccer summer” package that includes a free cabana and welcome caipirinha — considered Brazil’s national cocktail — is noticing strong traffic from travelers in the Northeast corridor heading to South America. At the newly opened Traymore Restaurant and Bar at the Metropolitan by COMO in Miami Beach, general manager Javier Beneyto said he hopes to give customers an intimate environment where they can to watch the games. The restaurant will offer two 15-to-20-people suites that will play each match.
Some of the other perks for World Cup viewers will include reduced valet parking fees, discounted imported beers and a special tapas menu. Beneyto said he expects to make some profit from the World Cup specials, but hopes the real benefit will emerge from engaging the community. Argentinean restaurant Nahuen, which has been selling World Cup merchandise since it opened 13 years ago, is also seeking to cater to customers’ wishes.
Mario Milano, president of the restaurant with locations in Doral and Key Biscayne, said that because about 90 percent of Nahuen’s clientele is Hispanic, many asked the business to sell merchandise commemorating their favorite sport’s biggest showdown. Nahuen sells T-shirts, flags, keychains, calenders, mascot souvenirs and Panini stickers, their most popular item. Like Beneyto, Milano said he doesn’t expect rake in much profit from such sales, but rather hopes to satisfy customers eager to show off their World Cup fanaticism.
Real estate development companies are jumping in on the action, too. The Marina Palms Yacht Club & Residences Sales Center in North Miami Beach will host viewing parties for the Brazil matches, starting with the Thursday’s game.
Among other events, the Miami Seaquarium is discounting admission for fans who show up in their teams’ gear, starting with 15 percent off in the first round and increasing to 50 percent off for fans of the two final teams. But it seems no place will be celebrating as much as Fado Irish Pub in Brickell. Eighteen TVs will be ready to show all 64 matches with sound for an expected 600 guests during each major showdown, said bar manager J.R. Baal. Customers can expect appetizer specials, beer-bundling packages and $5 draft deals.