What Kansas City Businesses Learned From the World Cup: Event Marketing Lessons for the Next Big Crowd

Short answer: Kansas City was told to expect about 650,000 World Cup visitors and a $653 million economic impact. The results were uneven: a Missouri Restaurant Association survey of 39 restaurants with 116 locations found more than half saw lower traffic than expected, while places like Joe's Kansas City BBQ had lines throughout. The difference often came down to marketing before the crowds arrived, being where visitors actually went, and not losing regulars who stayed home to avoid the hype. Those lessons apply to every big event KC hosts next.

01What happened

• Big expectations. KC2026 organizers projected about 650,000 visitors and a $653 million economic impact, KCTV reported in January 2026.
• Mixed results. More than half of the restaurants in a Missouri Restaurant Association survey reported lower customer traffic than expected during the tournament, KCTV reported in July.
• Winners prepared. Joe's Kansas City BBQ pre-marketed to visitors and hotels and saw crowds throughout, according to KCTV.
• Regulars stayed away. One café owner said sales fell more than 50% early on and that hype about crowds, traffic and parking scared locals away; KCUR reported similar concerns from other small businesses.
• Long-term focus. KC2026's CEO said credit card data showed spending up in the city and that the goal is building Kansas City's reputation.

The lessons

1. Market to visitors before they arrive

Visitors plan where to eat and what to do before they land. Pre-marketing to hotels, concierges, tour operators and fan groups, plus search ads and Google posts in the weeks before, put the winners on visitors' lists. See paid media.

2. Be where the crowds actually go

Fan fests, stadium routes and hotel districts drew traffic; other areas didn't. Map the flow and focus spend there.

3. Tell your regulars you're open and easy to reach

When media warn about traffic and parking, locals stay home. Clear messages about parking, hours and quiet times, sent to your email and text list, keep regulars coming. Automated follow-up makes this easy.

4. Keep listings accurate

Event-specific hours, menus and directions on your Google profile and website. See local SEO.

5. Capture visitors for later

International fans who discovered Kansas City may return. Collect emails and reviews from visitors and follow up.

What to measure

Revenue during events versus normal weeks, new versus returning customers, hotel and partner referrals, list sign-ups and review volume.

See how we work with Kansas City businesses.

FAQ

Did Kansas City businesses benefit from the World Cup? Results were mixed. More than half of surveyed restaurants saw lower traffic than expected, while some businesses that pre-marketed to visitors had strong crowds.

What should businesses do differently next time? Market to visitors and hotels early, focus where crowds actually go, and reassure regulars so they keep visiting.

Will the World Cup help Kansas City long term? Organizers say it raised Kansas City's profile, which could bring future events, conventions and visitors.

Sources

• KCTV: Kansas City businesses saw mixed World Cup returns, leaders say more is on the way (July 2026)
• KCTV: Kansas City World Cup matches expected to generate $653 million economic impact (January 2026)
• KCUR: Kansas City small businesses say World Cup is hurting sales (June 2026)