Closed for Business Near Yankee Stadium

Posted on 16. Sep, 2010 by Amy Yensi in Uncategorized

By Amy Yensi:

Jay-Z and Eminem could teach the business owners around Yankee Stadium a thing or two about selling. The Hip Hop heavyweights sold out two consecutive concerts at the ballpark, but some businesses in the neighborhood dropped the ball, big time.

“Our clothing and souvenir merchants didn’t create a market for themselves,” said Cary Goodman, the executive director of the 161st Street Business Improvement District.

Goodman spent months trying to convince merchants in the area to seize the opportunity.  He handed out flyers to get them in gear. But when the bright lights came on, many vendors just weren’t ready for show time.

Hours before the concerts started, stadium employees sold t-shirts, hats and sweatshirts ranging from $35 to $70 to dozens of fans. Goodman says that while local vendors could not use the concert’s logo, they had plenty of time to stock up on alternatives.  He explained that any items with the rappers’ names on them would have generated great profits.

Sept. 13, 2010. Yankee Stadium staff sell "Home and Home" concert souvenirs. Bronx, NY. Amy Yensi.

Business owners were skeptical to invest in non-Yankee apparel and souvenirs because they never had to in the past.  But if the Bronx Bombers continue to share their home with other events, vendors may need to rethink that strategy.

The Concourse Card Shop closed for the day before the concert even started because “the party crowd won’t buy greeting cards after the concert,” said Nick Castillo a store employee.

Some stores are only open for business when there’s a game at the stadium, which Goodman says is unfair to the community.

Other vendors have mixed feelings about how the stadium’s use as a multi-purpose arena will affect their businesses.

“I’m afraid of a potentially wild crowd, but I hope they can do events every day,” said Jimmy Shawa, owner of New Stadium Pizza.

Shawa welcomes the increase in customers, but hopes that more police officers patrol the area to keep things under control. He recalled the raucous caused by street fights following a boxing match held at the stadium a few months ago.

“They should have more church events,” said Shawa.

Still, some businesses did jump on the concert bandwagon. Billy’s Sports Bar hosted a concert after-party.

“This is the first time we’re hosting a party linked to a non-sports event,” said Jasmine Rodriguez a waitress at Billy’s. “I hope I’ll make good tips,” she added.

Other restaurants and bars in the area also saw an increase in turnout.

“It was phenomenal. All of our restaurants and bars were packed from wall to wall,” said Goodman.

He plans to help “create a synergy between what goes on inside stadium” and local businesses, by pushing for “railgating” promotions at local businesses. The strategy would target visitors that come to the stadium via subway.

“You can’t tailgate at this ball park, but you can go to Yankee tavern after you leave the ballpark,” said Goodman. “The stadium can accommodate 70,000 people. They can’t fit all of them into the Hard Rock Café,” he added.