Milwaukee is expecting a substantial tourism boost as the Brewers prepare to host the World Series, with each home post-season game estimated to generate more than $5 million in spending outside the stadium.
The figure, supplied by Visit Milwaukee, covers money spent in hotels, restaurants, bars, shops and on transport by supporters visiting the Wisconsin city for the games.
The Brewers will host the opening two games of the World Series at American Family Field on Friday 23 October and Saturday 24 October. It will be the club’s first appearance in Major League Baseball’s championship series since 1982.
World Series brings millions in tourism spending
Claire Hanan, vice-president of communications and advocacy at Visit Milwaukee, said the economic benefit builds as the Brewers progress further into October.
She said the estimated $5.1 million generated by each home game related to spending beyond the ballpark, with visiting fans booking accommodation, eating out, using taxis and ride-hailing services and shopping in the city.
Supporters often make time for other attractions during their stay rather than attending the game and leaving immediately, Ms Hanan said. Their visits can therefore benefit businesses across Milwaukee, not just those close to the stadium.
Visit Milwaukee has estimated that the financial impact could rise to between $10 million and $12 million or more for each World Series home game, based on research from comparable events in other cities.
The Brewers secured their place in the Fall Classic after sweeping the Los Angeles Dodgers in the National League Championship Series. Their 103-win regular season also gave Milwaukee home-field advantage throughout the post-season.
The national exposure is expected to have a longer-term value for the city, although that benefit is more difficult to calculate. Visit Milwaukee said repeated television coverage could encourage future tourists, workers and businesses to consider Milwaukee as a destination.
Milwaukee’s beer heritage adds to appeal
Tourism officials are also hoping visitors will explore the city’s brewing history, which remains one of Milwaukee’s best-known attractions.
The Brew City Trail, launched by Visit Milwaukee in September, links more than 50 breweries, beer gardens, historic sites and brewing-related businesses across seven counties in south-eastern Wisconsin.
Ms Hanan said Milwaukee’s food and cultural offerings were also helping to broaden its appeal beyond its traditional image as a beer city.
With thousands of supporters expected to travel for the World Series, hotels, restaurants and other local businesses are preparing for a sharp increase in trade as the city takes centre stage in American sport.
