Merced businesses gear up for Super Bowl Sunday

No matter who you’re rooting for this Super Bowl Sunday, Merced County businesses are gearing up for a swarm of football fans this weekend.

But not having a regional team like the San Francisco 49ers in the big game is hurting some businesses that would normally see a spike in sales. This is true for Merced Mall’s only sports retailer, All American Sports Fan, which had jerseys flying off the shelves when the 49ers made the Super Bowl a couple of years ago.

“If it was a local team, I’d be rushing out the door to get transfers of merchandise,” said District Manager Don Smith, who oversees seven of 11 retail stores. “Every time the Niners are in I have a long list going. Whenever it’s a local team, sales are 20 times higher.”

But that doesn’t stop Smith from catering to fans of the two teams facing off Sunday – the Seattle Seahawks and the New England Patriots. He even devoted a wall in his Merced store to the teams’ jerseys and merchandise.

Some view Sunday’s matchup as East Coast versus West Coast, and Smith said one team has been winning the fight for the most sales. “It’s mainly been Seahawks-based,” he said. “If it’s a West Coast (team), there’s a big following. There’s not a lot of demand for East Coast items.”

As the only retailer that sells licensed gear in the area, fans might flock to the store on Sunday before heading to Super Bowl parties. Smith said his staff is ready for last-minute customers until kickoff.

In Atwater, Josie’s Mexican American Bar and Grill will offer up a variety of tasty treats at half-price during the game’s halftime show. The Commerce Avenue restaurant has different Super Bowl food specials each year, including nachos, flautas and tacos. The restaurant’s bar opens early and five large-screen televisions will broadcast the game.

Just like All American Sports Fan, the restaurant sees a bigger boost in business when the local teams play.

“We might see some fans, but I don’t think it will be anything crazy,” said restaurant manager Emma Carreon. “It really depends on if it’s a local team. We usually see a spike in business if it’s a San Francisco or Bay Area team.”

But that’s not the case for all Merced area businesses.

Rod Sony, manager of Wingstop in Merced, said Super Bowl Sunday is the busiest day of the year for his restaurant – regardless of which football teams are playing.

“Yes, we have to cook more wings because it’s going to be very busy,” Sony said Friday. “That’s the busiest day of the year. We have gotten a lot of pre-orders and we have the same customers each year.”

Even though it’s one day a year, the Super Bowl has a stimulating impact on the economy. The National Retail Federation estimates consumers will spend more than $14 billion this year in relation to the Super Bowl. About 13 million people are expected to travel to local bars or restaurants.

One local football fan said he plans to stay close to home for the big game.

“I am going to stay in Merced and hope that the Patriots win,” said Ramon Covington in response to a question posted on the Merced Sun-Star’s Facebook page.

This story was originally published January 30, 2015 at 7:42 PM with the headline "Merced businesses gear up for Super Bowl Sunday."