The first University of Colorado Buffs home football game under head coach Deion Sanders on Saturday is filling hotel rooms and packing local restaurants, and experts are estimating the single game will have a massive impact on the Boulder economy.
John Tayer, the president and CEO of the Boulder Chamber, said the Visit Boulder Convention of Visitors Bureau estimates there will be a $17 million economic impact on the Boulder area every time there’s a sold-out home football game this season.
Tayer said it’s a conservative estimate, and the actual impact is likely much more. He said the economic impact of Coach Prime and the CU Buffs this year is “enormous” and even stretches beyond Boulder and Boulder County.
“Given the enormity of the impact of a sell out crowd coupled with the exciting buzz around our community, it’s going to have to benefits across the U.S. 36 corridor for sure,” Tayer said. “Even more than that is the sustained benefit of a football team that is in the eye of the public and is doing well to draw visitors.”
Brad Roumaya, owner of Waffle Lab on the University Hill, has seen a major uptick in business and excitement with the CU Buffs this year.
During the spring football game, he said, the Waffle Lab hit record numbers in revenue. During the Buffs first game against TCU last week, fans packed the restaurant to watch the game, which hit record numbers again by more than 30%. Waffle Lab posted a video to Instagram of Buffs fans rejoicing in the packed restaurant on Saturday following the win.
“It’s something that totally caught us off guard, we never thought the away game would be that busy,” he said.
Roumaya said the restaurant is opening at 7 a.m. Saturday, three hours earlier than usual, to cater to fans looking to catch the game on one of the TVs. Ever since Sanders came to Boulder, Roumaya said there’s been more consistency with his business and others on the Hill.
“It’s amazing to see the energy that one person brought to a city that needed it,” Roumaya said
Tell Jones has been a co-owner of the Sink for 10 years and said he’s never seen fans pack the restaurant like they did to watch the Buffs play last week.
“This last weekend was the first time I’ve ever seen our restaurant full to watch an away game,” Jones said.
For the Buffs first home game, Jones said they’re prepared to work “full throttle” from 7 a.m. to 7 p.m. to meet demand. He said customers are describing the atmosphere surrounding the Buffs as “electric,” and everyone’s excited. Jones is predicting it will be a very busy weekend, both in and out of his restaurant.
“I would think it’s going to increase business everywhere in Boulder,” Jones said.
Tayer said hotels have been receiving calls to reserve rooms for the game against Nebraska since the game itself was announced. That, he said, coupled with excitement about Sanders caused hotels to be “flooded with calls” for rooms.
“Our understanding is that if someone is looking for a room now, it would be very challenging,” Tayer said.
Hotel Boulderado, St. Julien Hotel, Hyatt Place Boulder, Hilton Garden Inn Boulder and Embassy Suites in Boulder are fully booked for Friday and into the weekend, according to their websites.
Tayer said this surge in business activity across the economy will continue in the weeks to come.
“While we hope for — and all of us will cheer for — a victory at every game, we imagine the team will have periodic highs and lows,” Tayer said. “The most import thing is recognizing we all benefit from a football team that is one we’re excited about supporting and that is led by a leader who is a great example for all of us in terms of great character. That’s the image that will sustain and build a positive environment for our community and a great benefit to our economy.”