World Cup brings international visitors and mixed business impact to Waltham
As the French national team made Bentley University its “home away from home” and Scottish fans arrived in the city for World Cup matches, Waltham felt the tournament’s impact far beyond the stadium.
Several local bars and restaurants have reported an increase in customers since the FIFA tournament began.
“We have seen an overall increase in business in the off times we normally wouldn’t. Such as when there have been 3 p.m. games on,” said Michael Morse, owner of John Brewer’s Tavern.
Because John Brewer’s Tavern operates more as a family restaurant than a traditional sports bar, Morse said the restaurant has experienced an increase in takeout orders around game times.
Local sports bars have attracted international customers as well.
“I have definitely noticed travelers and people who aren’t from Waltham, which is great. We love talking to them, getting to hear their story. And they are coming from different places — we have had a bunch of people from Scotland, Ireland, etc.,” said Rosealine Sarkissian, bartender at Joco’s Bar and Kitchen.
Although games generally brought more customers into the bar, some matches have been more popular than others in Waltham.
“When Scotland was playing, there was a crowd of people that came in through. We do have a big Spanish population here in Waltham, so when the Spanish games are on, we have a bunch of people that come in and watch the games,” said Sarkissian.
With seven World Cup matches held in the Boston area, the region became a hot spot for tourists, some of whom chose to stay in Waltham.
“We’ve welcomed a diverse mix of guests, including families traveling together, international visitors, sports fans, media specific to the French national soccer team, and business travelers whose schedules overlap with the tournament,” said Georgette Bezio, director of sales and marketing at Hampton Inn & Suites Boston Waltham.
Hotels win some, lose some
The proximity to Boston, complimentary parking and overall value continue to shape Waltham as an attractive accommodation option, according to Bezio.
However, Hampton Inn & Suites Boston Waltham’s internal market intelligence metrics showed that hotel occupancy across Waltham declined by approximately 7% compared to the same month last year, while the average daily rate increased by approximately 13%.
According to Bezio, even though rates are higher, there has been no increase in overall hotel revenues.
“One factor that likely contributed is that many corporate accounts and group events scheduled far in advance strategically shifted their meetings and travel plans away from the Boston area in anticipation of increased demand and pricing around FIFA,” said Bezio.
Despite the softer occupancy environment, the hotel has added festive decorations, expanded its food and beverage offerings and ensured that French-speaking staff members are on-site to support international visitors and make them feel welcome.
The French national team’s presence at Bentley University also brought international energy to the area.
“We’ve also noticed guests and visitors from a variety of countries staying with us or passing through the hotel, everything from travelers in kilts representing Scotland to guests wearing Norway and Morocco jerseys, really reflecting the global nature of the tournament,” Bezio said.
World Cup stars get hair trims from Mobar Cuts
The tournament also created an unexpected opportunity for one Waltham business owner.
Coco Fernandez, owner of Mobar Cuts, a barbershop at 940 Main St., was invited to cut the hair of French team players, including Kylian Mbappé and Ousmane Dembélé.
“It was nerve-racking understanding the caliber of players I was dealing with. Soccer is a global sport — this was a huge opportunity for my brand and my team,” Fernandez said in an Instagram post.
Although the tournament’s financial impact varied among local businesses, business representatives said the flow of international visitors can have longer-term benefits for Waltham.
“Beyond the immediate impact, events like the FIFA World Cup introduce travelers to Waltham who may not have otherwise visited, helping build future awareness of the city as a convenient and welcoming destination for both business and leisure travel,” Bezio said.
Sarkissian hopes the international atmosphere will remain after the tournament ends.
“I think it should be more often that people from other places come around here. I think it’s healthy and brings a new change to that lifestyle,” she said.
Below: Mobar Cuts posted on Instagram about grooming French soccer player Kylian Mbappé and Moroccan player Chadi Riad.
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