Phoenix Bars Expect Business Boost With NFL Kickoff

PHOENIX — After months of being closed due to the coronavirus pandemic, bars in Phoenix and throughout Arizona are starting the recovery process — just in time for football season with the NFL kicking off Thursday night.

Dierks Bentley's Whiskey Row in Gilbert was finally able to open its doors Sept. 3 after being shuttered for months. It was the first location managed by the Riot House Group — which also manages restaurants including Farm & Craft and bars such as El Hefe — to reopen. Bars in Maricopa County were cleared to open Aug. 27.

One of the only sports bars in the Gilbert area, Whiskey Row has more of a family atmosphere than some of the other Riot House properties, said group marketing director Sean Frantz. The family-oriented vibe lends itself well to safety, Frantz said.

"We've seen near our Scottsdale locations a couple of other companies trying to open up and having their liquor licenses suspended," he said. "We can't risk that. It's not good for us, and it's not safe."

Several bars in the Valley have had their liquor licenses revoked in recent weeks, including Bottled Blonde and Casa Amigos in Old Town Scottsdale, as reported by the Phoenix New Times.

Part of keeping that liquor license safe means enforcing mandates by the state and Centers for Disease Control and Prevention. Dancing, VIP bottle service and the live music Whiskey Row is known for have been put on pause for now. The restaurant and bar have taken every precaution to keep customers safe during this time as well: plexiglass dividers, public health signs scattered throughout the location and even a walk-through with the Gilbert Police Department to ensure everything is up to code.

"We want people to understand we’re taking it seriously and won’t put anyone in danger," Frantz said.

The Riot Hospitality Group was singled out by Gov. Doug Ducey earlier this year because of crowds at the Riot House nightclub in Old Town Scottsdale. The group closed all of its clubs voluntarily as a result.

But with the NFL kicking off Thursday night, Frantz is expecting a huge boost to business, especially now that the PAC-12 has paused all of its athletics for the time being.

Restaurants across the country are slowly recovering the economic losses they suffered during coronavirus-caused shutdowns, and Phoenix eateries are no exception. Of the 25 largest markets in the country, New York, Philadelphia, San Francisco and Phoenix improved their sales the most in August compared with July. Cooler weather and the return of sports combined might help those numbers along even more.

"We're gonna have the NFL," Frantz said. "That's really something that we're going to support and make sure we're showing is definitely will draw a lot of people out."

The Arizona Cardinals announced they will not have any fans in the stadium during the first two games, so it is likely fans will flock to bars and restaurants to watch instead, Frantz said.

Four Peaks Brewing Co. in Tempe has faced some of the same challenges as Whiskey Row throughout the pandemic.

Trevor Schultz, the general manager of the brewery's Eighth Street location, said staff went from putting on St. Patrick's Day celebrations to immediately spacing out tables back in March. After months of takeout only, Four Peaks is back open for business at 40 percent capacity and with plenty of safety precautions, including daily temperature checks for employees and QR codes instead of physical menus.

But Schultz said the brewery's loyal customers have appreciated their commitment to public health during a difficult time and are "adjusting appropriately."

"We've seen long waits at nighttime, and our reservations are full immediately," Schultz said, though he did notice an uptick in business during move-in weekend at Arizona State University, and weekday reservations have increased.

Four Peaks hasn't been immune to the virus's effects. The location at Sky Harbor International Airport was only just reopened, and the Scottsdale location was forced to close permanently. With football season now in full swing, Schultz and his team are trying to figure out how to manage potential crowds when social distancing is still key to curbing the virus.

"I was kind of terrified for football season to happen," Schultz told Patch of his mindset before the PAC-12 canceled its season. "It would be a large amount of people trying to come in, and we just wouldn't have the space for them. We're honestly still trying to figure out how we're going to safely manage the NFL season."

But it's a welcome challenge for the company, which also released a specialty brew for the Cardinals this year, even if the financial results will likely be less than in years past.

"When there is a home game, it is a definite boon for business," Schultz said.