Pasadena’s Cup Runneth Over : Soccer Fans Are Flocking to the City’s Stores and Restaurants

The World Cup final is weeks away, but Pasadena retailers and restaurateurs have already won by scoring big with soccer fans seeking fun, food--and merchandise--in the foothills.

Much of Southern California is expected to benefit from the games, which began locally with a June 18 contest at the Rose Bowl and culminate with a July 17 championship game there. It’s estimated that the eight games at Pasadena’s historic stadium will generate $600 million in Southland retail sales.

Various communities are angling for World Cup business, with merchants sponsoring World Cup-themed events to promote their restaurants, hotels and retail establishments.

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But Pasadena appears to be getting the biggest boost, with visiting soccer fans already kicking up sales there.

“We’re projecting a 5% to 10% increase in sales because of the games,” said Arnold Bellow, chief executive of the Pasadena Chamber of Commerce. “But that’s a conservative estimate that may be exceeded.”

The expectations of Pasadena merchants rose after the U.S. team shocked the world this week by beating Colombia at the Rose Bowl. By winning, the Americans stimulated local interest in the games and raised their chances of qualifying for the second round of play.

“We had 90,000 revelers in Pasadena after the Wednesday game--and they were all paying customers,” Bellow said.

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Many visitors have already become familiar with merchants in the thriving business districts of Old Pasadena and South Lake Avenue. Some businesses in other parts of the city are offering discounts and soccer-related programs to lure World Cup fans as well.

For example, Plaza Pasadena--the mall that is home to 120 businesses, including Broadway and J.C. Penney stores--is offering free disposable cameras to customers who make purchases of $100 or more at its stores.

The mall is also sponsoring contests that reward winners with free World Cup tickets and soccer souvenirs such as World Cup T-shirts, pins and coffee mugs.

“The traffic has been fabulous since the games started,” said Wendy Albert, marketing director at Plaza Pasadena. “We anticipate even more sales increases as we get closer to the final game.”

Albert said the mall has tried to accommodate foreign shoppers who speak no English. The shopping center’s managers collected the names of bilingual employees and circulated a list containing their language proficiencies to mall tenants. A merchant facing a communications barrier can use the list to find an interpreter in any of nine languages.

“Sales are up 5% to 10% the past two weeks compared to the previous two-week period,” said Lloyd Cleland, manager of the Broadway. “I can’t even identify some of the languages I’m hearing in the store.”

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Although they speak little English, language has been no barrier for Arnoldo Harmento and Diana Chavez, two World Cup enthusiasts from Mexico visiting the Southland for the first time. The couple have encountered plenty of Spanish-speaking clerks at stores and restaurants.

“This area is beautiful, and people in Southern California are very friendly,” Harmento said as he searched for World Cup items at a Pasadena souvenir shop.

Banners welcoming visitors decorate the South Lake Avenue and Old Pasadena business districts. Individual businesses are also hanging welcome signs on their doors and windows.

C.T.’s, a sports bar on Colorado Boulevard, the main drag in Old Pasadena, attracts many World Cup ticket-holders for lunch. When those customers head for the game, their seats are taken by large numbers of fans who come in to watch the afternoon’s action on the restaurant’s television sets. Sales have risen 80% on game days and 20% on non-game days since the tournament started, said Mike Fata, the restaurant’s owner.

“We kid some of the customers by telling them we’ll give them a red card if they don’t behave,” said Fata, referring to a player ejection in soccer. “Everyone has been great and the drinking is controlled.”

The evening crowd in Pasadena has also swelled as soccer fans and the curious walk the streets and gather at restaurants, clubs and stores. Postgame customers are driving up sales at Old Pasadena’s Penny Lane records as foreign visitors shop for compact discs, which are generally cheaper in this country, store manager Craig Smith said.

And sensing a happening, more Southland residents from other communities are spending their time and money in Pasadena.

“I know people living in Los Angeles who have never been to Pasadena, but they’re coming here now,” Pico Rivera resident Victor Obezo said, pausing outside a Pasadena store.