From Pinstripes to Shamrocks

Posted on 30. Oct, 2010 by Amy Yensi in Uncategorized

By Amy Yensi

Vendors near Yankee Stadium aren’t making the same mistake twice. The business owners learned their lesson in September, when many failed to exploit the hype surrounding two sold out Hip Hop concerts.

As I reported last month, merchants on 161st street did not sell Jay-Z and Eminem themed gear while the Home and Home Tour made its stop in the Bronx. Instead, stadium employees manned kiosks with concert gear. The hats, shirts and hooded sweaters sold like hot cakes. When the dust settled, merchants realized that relying solely on pinstriped products wouldn’t cut it anymore.

“The concert proved to everybody that its not an us versus them situation. The business community can piggy back or take advantage of events in the stadium and flourish when they do that,” said Cary Goodman, executive director of the 161st Street Business Improvement District.

Some vendors still needed convincing to change their business model after the concert. But the Yankees not going to the World Series may be that little nudge they needed. What would’ve been a lucrative weekend for the vendors, never happened.
The vendors may get a chance to make up for their losses as the stadium ramps up its efforts to add non-baseball events to its lineup.

The stadium will host the annual football classic on Nov. 20, with Notre Dame vs. Army. Some vendors already started sprucing up their inventory with shamrock gear in anticipation of the game.

“Maybe it’s a good opportunity to sell a lot of things. If we do well, I’m going to keep doing it,” said Mike Hong, owner of D & J Variety.

Hong lamented not selling concert regalia. His business suffered another blow when he had to cancel the order of Yankee World Series merchandise he placed 2 months ago. Yankee products are the main attraction at his store, but that didn’t stop him from ordering Notre Dame flags and bumper stickers. The items will be priced anywhere from $8 to $20. He isn’t sure if they will sell as fast as the Yankee products, but he is taking the chance anyway.

Other businesses are doing more than ordering extra merchandise in anticipation of the post-baseball season. Stan’s Sports Bar is extending its operating season.

“We want to be alive and well in the community 365 days as opposed to 90 days. We don’t want to be a seasonal business,” said bar owner Mike Rendino.

The bar, about a block from the stadium, typically goes on hiatus during the winter, but not this year. To tap into the non-Yankee market Rendino has had to make many adjustments, like turning on the heating pipes, cancelling a renovation project and changing the menu so that its more appropriate for colder weather.
“We’re going to switch our kitchen from hotdogs and hamburgers to chilies and soups,” he said.

Rendino says his staff is thrilled to get the extra work. And they’ll have extra duties aside from working the bar. He plans to sell Notre Dame souvenirs too.

“We’re hoping that it will change the whole area, and bring life to the area. When there’s no Yankee game, there are no people. Were looking to transitioning our business,” said Rendino.

Rendino and other business owners will have another opportunity to keep “transitioning” after the Notre Dame vs. Army game. The New Era Pinstripe Bowl, also a college football bowl game, will come to the stadium on Dec. 30.