Preparing For The World Cup

Even before the World Cup kicked off, a wide array of U.S. agricultural businesses were part of the planning. For example, some of the tournament’s matches in Atlanta, Dallas and Houston will be played on grass grown by Green Valley Turf outside Denver.

The National Restaurant Association shared a number of tips for operators to capture the greatest value from the World Cup events, from increasing social media presence to be visible to global visitors, to adapting menu offerings and halftime specials to attract fans, to creating match day packages. But, even with planning, there are some reports of venues running out of the libations and foods because of the influx of patrons that eat and drink differently than normal patrons.

For those outside the key match cities, preparations may look a little different, as they are more likely to see tourists roll through their main streets looking for unique gifts, foods and venues rather than a place to watch the game. Social media influencers are excitedly sharing their photos and reactions to items that may seem pedestrian to Americans, such as BBQ, ethnic food trucks, free refills on soft drinks and walls of jerky at roadside gas stations.

As mentioned above, there are sites getting big boosts even outside the cities hosting games, as each country’s team has set up a base camp which itself draws eager fans hoping to see their country’s stars. Whether it is England’s Swope Soccer Village in Kansas City or Germany’s temporary quarters at Wake Forest University in Winston-Salem, NC, the dynamic of these communities has changed this summer. As another example, The Greenbrier Resort in White Sulphur Springs, West Virginia was a more elite resort selected to host the Iraq Men’s National Soccer Team. The facility is utilizing its premier Greenbrier Sports Performance Center—which has previously hosted eight NFL franchises for training camps and the resort area will likely see an influx of fans.

Rural Hospitality Is A Hit With World Cup Fans

International visitors and tournament teams are settling in or traveling through rural regions, and those social media posts highlighting Americana through the lens of Buc-ee’s, roadside diners, and small-town gift shops is shifting attitudes. There is little doubt this influx of visitors will make an immediate impact on the bottom line of many businesses, but what might be the longer term changes catalyzed from this summer’s events?

It has been no secret that tourism to the U.S. has taken a hit over the past year. So, how might the excitement, attention and social media from World Cup fans reverse this trend or shift the way that the world chooses to visit the U.S. The biggest potential winners are those communities that are not as commonly on the travel bucket lists of global travelers, but rather, are hidden gems along the scenic byways of America that give a glimpse of one of the many regional cultures of the U.S. Rural America has done its job in capturing the imagination of the world, and now the grand challenge is to convert that excitement to a longer term stream of visitors to our main streets, state and national parks and communities off the beaten path.