The economic impact from Super Bowl XLVIII, local and statewide

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The many options of alcohol at Sir Pizza Grand Café offered during the Super Bowl XLVIII game. Photo by Christine LaRouere

The many options of alcohol at Sir Pizza Grand Café offered during the Super Bowl XLVIII game. Photo by Christine LaRouere

By Christine LaRouere
Old Town Lansing Times staff writer

OLD TOWN LANSING — With Super Bowl XLVIII over, food and liquor businesses are looking back on how the game impacted their sales from the week before.

Tate Skiba, front house manager for Meat Southern BBQ and Carnivore Cuisine, said the restaurant benefited from the Super Bowl because Sundays are usually slower days.

“It was definitely a lot more apparent than a normal Sunday,” Skiba said.

He said the biggest increase in sales came from alcohol, the finger foods and side dishes, such as Mac and Cheese, potato salad and chicken wings.

“For sit down service, it wasn’t anything more extreme,” Skiba said. “I attribute that to having one little TV. We saw our biggest increase in takeout and catering.”

Pam Hamilton, deputy director of financial management for the Michigan Liquor Control Commission, said when it comes to liquor and beer, people usually buy it for the game and other important holidays.

“I can’t assure you what we have for Super Bowl because the data is not out for that yet,” Hamilton said. “This year may be along the same lines as last year. The sales probably did increase a little bit.”

From last year’s data, Hamilton said she noticed an increase in alcohol sales by $4 million more about the week before the big game and $2 million before that week.

“You want to look at the week before for increases,” Hamilton said. “Those weeks were the unusual weeks.”

A look at local businesses 

The General Store in Old Town Lansing did increase in sales as much as they though they would. Photo by Christine LaRouere

The General Store in Old Town Lansing did increase in sales as much as they thought they would. Photo by Christine LaRouere

Laura Millikan, store manager for the Old Town Lansing General Store, said even though people usually buy beer for the game, she did not find much of an increase in sales in the store.

“We always sell some beer, but I can’t say there was huge jump because of the football game,” Millikan said. “I don’t know why, maybe because it is cold out people don’t go out as much.”

Jesse Kelleghan and Freddie Freddie, staff workers at Sir Pizza Grand Café in Old Town, said overall, Old Town folks did not fill the streets around the downtown area

“It was pretty dead in Old Town all around,” Kelleghan said.

“Last year we were busy, but this year we weren’t,” Freddie said. “Not one bit.”

Freddie said he thinks the reason people wanted to stay home was because they had work the next day.

“I think mainly people wanted to stay home to eat and drink,” Freddie said. “Especially with school and work the next morning, that’s what I’m thinking it was.”

Contact Reporter: Christine LaRouere, (734) 536- 5237, larouerec@gmail.com

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