Caribbean businesses in New York eye World Cup visitor boom

NEW YORK, United States. More than a million visitors are expected in the New York and New Jersey area for eight FIFA World Cup matches at MetLife Stadium in East Rutherford, including the final on July 19.

The New York/New Jersey Host Committee projects that the matches will generate about $3.3 billion in economic impact and support 26,000 jobs. For Caribbean-owned businesses across New York City, the tournament is a chance to capture spending from visitors seeking food, entertainment and culture beyond the stadium.

“Caribbean businesses in NYC will benefit massively from more than 1.2 million visitors by leveraging high-energy watch parties, Caribbean-American Heritage Month promotions, and integrated cultural activations,” said Albert Baldeo, a district leader representing Little Guyana and nearby communities.

He said some establishments were transforming their spaces with dedicated screens and menus featuring pepperpot, oxtail, cook-up rice, roti, curry dishes, jerk chicken, doubles, pelau and goat curry.

Priced out

While business owners anticipate a boost, many local fans may be unable to attend. Entry-level tickets at MetLife range from $460 to $700 and premium seats cost up to $2,500. Tickets for the final reportedly range from $3,500 to $70,000, according to NPR and the Associated Press.

Hotels near the stadium reportedly doubled, and in some cases tripled, their rates. The city has designated every match day a Gridlock Alert Day, transit surcharges will apply and rideshare prices are expected to rise.

“It’s priced through the roof,” said veteran Caribbean journalist Tony Best.

Spillover spending

For Caribbean business owners, the economics cut both ways: the same prices could bring thousands of affluent international visitors into the city.

Mr Baldeo said fan zones and watch parties were emerging in Brooklyn, including Canarsie, as well as in Queens and Manhattan, coinciding with Caribbean American Heritage Month. He said restaurants, bars, nightlife venues and cultural organisers in Flatbush, Crown Heights and Southeast Queens stood to gain.

He said platforms such as LiveMap.NYC were directing visitors to Caribbean communities including Flatbush, Richmond Hill, Little Guyana and Guyana Gateway. “Caribbean hospitality and carnival culture will be on full display,” he said.

Resources for businesses include the Queens Group Stage Headquarters at the USTA Billie Jean King Tennis Center, which opens on June 11; the Five Borough Winners Special, under which participating businesses offer $26 World Cup-themed specials; outreach by the Department of Small Business Services, reachable via 311; and a FIFA procurement catalogue of diverse local suppliers. The Brooklyn Chamber of Commerce also publishes a Small Business Resource Guide for the tournament.