Beach bars and restaurants are ready to welcome fans as FIFA World Cup kicks off this week

By JULIA SAWICKI and MATTHEW STEPHENS

Inching closer to Toronto’s first hosted game of the FIFA World Cup this week, establishments in the Beach are taking every necessary measure to accommodate as many soccer fans as possible before the tournament kicks off on Thursday, June 11.

With six World Cup matches scheduled to be played at Toronto Stadium (usually called BMO Field but changing its name during the World Cup) between June 12 and July 2, Beach bars and restaurants are investing in new televisions, expanding viewing areas and launching themed promotions to capitalize on what many hope will be one of the busiest tourism and hospitality periods in recent memory.

Canada’s first World Cup match is being played in Toronto this Friday, June 12, against Bosnia and Herzegovina starting at 3 p.m. The stadium will be packed, and so will bars and pubs across the city for that game.

Locally, preparations started with creating the ideal viewing experience for fans of World Cup matches which will be taking place almost daily until the championship game on July 19 in New Jersey.

Screens seem to be a priority for many Queen Street East establishments, and that’s no surprise. According to InsideFIFA, 77 per cent of viewers choose to watch matches in bars and restaurants.

“We’ve renovated this patio, put three TVs outside – we’re expecting big traffic,” said The Stone Lion Pub owner Brian Short from the east side patio of the popular pub at the corner of Queen Street East and Kenilworth Avenue.

The Stone Lion isn’t the only local bar anticipating increased traffic during the World Cup games. Breakwall BBQ and Smokehouse (1910 Queen St. E) is also gearing for watch parties.

“It’s really exciting. There definitely will be an uptick with people watching the games. We’re looking to get a couple of extra TVs, but we already have so many. We’re definitely expecting a lot of people out,” said Alicia Smith, the manager at Breakwall.

At The Wolfe Tone (1961 Queen St. E.), bartender David Sexton said many of the establishment’s proud Irish patrons come to watch games regularly, and that the World Cup, accompanied by a newly-installed patio TV, will surely attract a diverse range of fans to watch the soccer or “football” as most of the rest of the world calls it.

“Obviously, soccer is massive in Ireland, and a lot of Irish come in here, so I feel like we get a good crowd anyway,” said Sexton. “But now, we’re going to have a mix of a lot of Irish, Canadian, English, so we’re going to be busy.”

With the Republic of Ireland not qualifying for this year’s World Cup (or Northern Ireland either), Sexton expects regulars will still be showing up to support other European teams competing. In total, teams from 48 different countries are taking part in this year’s World Cup.

“I do wish the Republic of Ireland got in, but they didn’t,” he said. “But I do think it will fill out pretty quick in here, especially for European teams and the England games.”

England will face off against Croatia in its first game in Dallas, Texas, on Wednesday, June 17, at 4 p.m.

While businesses prepare for larger crowds, many are also navigating the strict marketing rules surrounding the tournament.

Establishments will need to comply with FIFA’S trademark restrictions. Restaurants and bars are allowed to screen World Cup games, however they cannot use trademarked logos, or the words “FIFA” and “World Cup,” unless working alongside an official sponsor.

This year, Anheuser-Busch InBev is the official beer and alcohol sponsor, and under its umbrella are favourites like Michelob ULTRA, Stella Artois, Modelo, Budweiser and NUTRL Vodka Seltzer.

Breakwall BBQ and Smokehouse is one of the many partnered establishments, teaming up with Michelob ULTRA for the World Cup, allowing it to use trademarked slogans and imagery. And with their patio and bar adorned with flyers and flags, it’s clear that they’ve fully prepared to embrace the advertising perks that come with that.

The Michelob ULTRA sponsorship has been successful so far, and Smith said Breakwall’s making sure that they continue stocking fan favourites in anticipation of more customers. “It’s been selling like crazy. So, it’s working out well. That’s what we’ve been seeing,” she said.

Businesses without official partnerships have had to find other ways to build excitement while staying within FIFA’s restrictions.

Gabby’s (2076 Queen St. E.) has gotten creative with advertising for the upcoming games, offering themed food promotions, specialty drinks, and even a subtle re-branding of the restaurant as “your neighbourhood soccer headquarters,” with a soccer-themed Gabby’s floormat greeting patrons as they walk through the front door.

“We’ve got some advertisements that are done through our suppliers, not advertising FIFA, but just our own logo,” said restaurant co-owner Nicole Boudreau. “We’re trying to create a community space for all cultures, tourists, and members of the neighbourhood.”

Tiarre’s at 1980 Queen St., a brunch and bistro spot, is a family-friendly location also using food and drink specials to tap into the excitement surrounding the tournament. Tiarre’s patio and TV will be a popular spot for soccer fans, who can quench their thirst with the restaurant’s 88-ounce beer tower. There will also be food specials that change based on each country playing, taking cuisine inspiration from various cultures and allowing fans to immerse themselves in the World Cup’s multiculturalism.

The Gull and Firkin (1943 Queen St. E.) said navigating FIFA’s trademark restrictions has been one of the more frustrating aspects of preparing for the tournament.

“It’s unfortunate that we can’t say World Cup in any of our social media or anything,” said Dana Kerbel, owner of The Gull and Firkin.

“But people know we’re a soccer bar, we’re associated with that, so I’m not too concerned that it’s not going to appeal to people to come and watch the game.”

Despite those limitations, the Gull is leaning into the tournament atmosphere in other ways. Alongside adding new screens and decorating its patio viewing area with international flags, The Gull and Firkin has a new burger menu, featuring burgers and flavours from around the world.

The World Cup is expected to bring many visitors into the neighbourhood, something businesses are factoring into their plans as they set up.

While many establishments are expecting mostly locals due to being separate from more prominent west-end Toronto locations closer to the stadium and the FIFA Fan Fest at Fort York, Tiarre’s part owner Anotha Thamesh is confident that Beach spots will not only be serving locals but also tourists who may be staying in, or drawn to the beauty and charm of the area.

“Were expecting a lot of tourists. I think a lot of Airbnb hosts recommend us, so we get a lot of those guests on a daily basis. So, we’re expecting to see a lot more during this period,” said Thamesh.

Kerbel said she believes Toronto’s role as a host city will bring both neighbourhood patrons and international visitors through the doors of The Gull and Firkin.

“We’re taking reservations so that we can accommodate our local Beaches people, but obviously because Toronto is a host city, I think there’s going to be a lot of tourists around,” she explained. “We might attract a group of people that we weren’t expecting from another country. It’s exciting. We’re looking forward to seeing who’s going to find us.”

In advance of the World Cup, the province has introduced measures aimed at helping businesses capitalize on the tournament crowds. From June 11 to July 19, Ontario has pushed the last call on serving alcohol to 4 a.m.

However, not every establishment is convinced the extended hours will be necessary in the Beach.

Smith doesn’t think that the area will be receiving quite the level of traffic as some areas closer to the downtown core to justify serving until 4 a.m. She said that so far, there are no plans to push the last call time at Breakwall.

“I think we’re on the wrong end of the city for a lot of tourists,” she explained. “The latest games are at midnight, so they’re over by two o’clock. So, the 4 o’clock service is kind of silly.”

The Wolfe Tone and Stone Lion appear to share similar sentiments, with no plans to extend their hours.

However, at Gabby’s, restaurant co-owner Nicole Boudreau said she remains open to the idea.

“We’ll see how it goes. We do have staff that are on standby in case we need to make that decision. So, as of right now, I’m 50/50,” said Boudreau.

Kerbel said that last call time will depend on turnouts, and isn’t rushing to make any set decisions, but is open to keeping the festivities going.

“If we have a good crowd, we’ll stay open for the game until the end of the game,” she said.

Tiarre’s, which is normally open until 8 p.m., will be moving its closing time to 10 p.m., welcoming the increased traffic and late-night games while still staying true to its roots as a brunch and bistro spot rather than a traditional sports bar.