Whether it's selling jerseys, beer, or offering a place to eat, the Super Bowl is good for Gloucester and Cape Ann business.
With the New England Patriots in Sunday's Super Bowl XLVI against the New York Giants, some local businesses have seen their sales get stronger during the run-up to Sunday's game.
Whether they stay like that on game day depends on the shop, bar, or restaurant. Some shop owners say they'll be hopping right up to the last minute, but others say people will staying home for the game.
"If they (the Patriots) make it to the Super Bowl," said Jack Palazola, owner of Palazola's Sporting Goods on Main Street, "You sell everything you get in stock."
That's everything with a Patriots' logo on it. Big sporting events, such as the Super Bowl, and last spring's run to the Stanley Cup by the Boston Bruins, prompt fairly demanding sales of team memorabilia.
Palazola's, the owner said, is an old hat at this game, and he's been keeping orders fairly steady in the weeks leading up to Sunday's showdown. Plus, schools and businesses holding Patriots days, hasn't hurt business either, he added.
The Super Bowl run-up also keeps business moving at a time when it's usually slow. With winter sports well under way, Palazola said, athletes have bought their gear already. And this year's unusually snowless winter has kept the usual winter gear sales low.
Palazola said the store has sold more memorabilia just in the post season — essentially the last three weeks — than it has all year.
Rob Brigham, manager at Seabreeze Liquors, said he's seeing a similar picture.
With the Patriots in the game — for the first time since 2008 — he said more people than just the football diehards appear to be throwing Super Bowl parties.
"It is an extra bonus from what we normally do on a weekend," Brigham said.
While jersey and drink sales catch a boost with the Super Bowl, that's not the case with other items.
Greg Doyon, of Doyon's, said he hasn't sold more television sets than usual, despite Sunday's game. Most people who were looking for a flat-screen television, he said, either have one already or bought it on Black Friday.
"(There's been) a little increase, but it's not like when flat screens were new and exciting," Doyon said.
Local restaurants, meanwhile, are holding their own events this weekend, and hoping to draw crowds of their own.
The Catch 22 bistro on Rogers Street, after being closed for renovations, will reopen tonight as the 22 Sports Pub — just in time for the big game weekend.
Giuseppe's Ristorante and Piano Bar at 2 Main St. at is hosting a children's movie theater with free pizza for kids and child care while the adults have their dinner and watch the big game.
The Rhumb Line is installing a giant television for the game as well, and Espresso Italian Grille on East Main Street will be among those hosting a Sunday afternoon and night viewing event in its pub for fans to share in the action.
While local restaurants are gearing up for the game, Walter Buntem, general manager at the Cape Ann Brewing Company, says he's not expecting a larger than usual crowd.
"As the playoffs went from division to conference our bar crowd got smaller," Buntem said.
Many people, he said will probably be at home hosting their own parties for the Super Bowl, rather than coming out to the local restaurants. Like Buntem, Brian Eastman at Latitude 43's Minglewood Tavern says he expects the regulars, but doesn't know who will come out for the evening, with the game set for a 6:30 p.m. kickoff.
Eastman said people often come out after the game to celebrate.
Steven Fletcher may be contacted at 1-978-283-7000 x3455, or email@example.com. Follow him on Twitter at @stevengdt.