By admin 
TUCSON, Ariz. (13 News) – Tucson businesses are seeing a significant boost as World Cup fever takes over the city, with supporters of the Mexican national team packing local bars and restaurants to watch their squad take down South Africa in the World Cup opener on Thursday, June 11.
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Local business owners said they are banking on the month-long tournament as matches take place every day.
“This is 10 times busier than a normal Thursday, I can tell you that,” said Lucas Gebremariam, owner and manager of Zerai’s International Bar.
Some businesses like Borderlands Brewing say they are projecting more than a 70% increase in profits from just the first day of matches alone.
Local establishments are capitalizing on the World Cup brand to bring in fans, with Tucson home to a large Mexican fan base.
“Honestly, I think it just opens people’s eyes and really shows how much the love of the game really matters,” said Armando Corondo, a server at Borderlands Brewing.
Downtown establishments like Playground Rooftop Bar are welcoming fans back after being a main viewing party location in the downtown area for previous World Cups.
“Just to see the energy come back here, it’s just amazing to see it firsthand,” said Stefanie Shirley, marketing director at Playground Rooftop Bar.
Mexican-focused businesses like Victoria Cocino Mexico are looking to capitalize on the focus on the culture of Mexico.
“It’s like a party; we want to have people come in here and enjoy themselves. Make them feel like their family, and if they order a few tequilas and a few beers, it’s like having your tio over,” said Davide Matias, executive chef and owner at Victoria Cocino Mexico.
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As a result of the increased turnout, businesses plan to cater to each fan base throughout the tournament.
“We put some extra TV’s; we have ceviche,” Corondo said.
“Brazil is the (Saturday), and we are doing some samba after the game,” Gebremariam said.
For some business owners, the World Cup represents more than just profits.
“We opened this to kind of create the soccer community,” Gebremariam said. “There has never been a place that has solely been dedicated to watching this beautiful game and bringing people together.”
Soccer is the foundation for Zerai’s International Bar, introducing fans like Ted Prezelski to the culture of the game in Tucson.
“It’s a different sort of fan; it’s not judgy fans; they are just happy that you are a fellow fan,” Prezelski said.
While the World Cup provides a month-long display of the beautiful game, Gebremariam hopes the impact will last beyond the tournament.
“Having the exposure and the people come here to connect with other people and introduce them to our business and what we do here and aligning passions, we couldn’t be happier,” Gebremariam said.
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