Spring Training 2027 Is Uncertain. How Phoenix Restaurants and Hospitality Should Plan Their Marketing

Short answer: Spring training is one of the biggest weeks-long economic events in Arizona. The 2026 Cactus League drew 1,753,849 fans and generated a record $806.9 million in economic output, according to ASU. But a possible MLB lockout after the collective bargaining agreement expires in December could disrupt or cancel the 2027 season. Restaurants, hotels, bars, retailers and transportation businesses near the ballparks should plan two marketing scenarios now and lean more on local customers either way.

01What's at stake

ASU's Seidman Research Institute found the 2026 Cactus League produced $806.9 million in total economic output and $495.8 million in Arizona GDP, both records. Attendance rose for the fifth straight year, averaging about 7,400 fans per game across 237 games.

ASU economist Anthony Evans estimates that losing an entire 2027 season could mean roughly 1 million fewer visitors and up to $495 million in lost state GDP. He suggests restaurants, hotels, retailers, transportation providers and concessionaires prepare lockout-adjusted operating plans.

Why this is a marketing problem, not just an operations one

Many West Valley, Scottsdale, Tempe and Mesa businesses book a big share of their year in five or six weeks. If visitors don't come, those weeks need a different audience. If they do come, demand may arrive late and in a rush once a deal is struck. Either way, businesses with a flexible plan and their own customer list will be in a much better position.

Plan A: spring training happens

• Get found by visitors before they arrive. Out-of-town fans plan trips on Google, TikTok and AI assistants. Keep your Google Business Profile complete with photos, hours and attributes like "near Sloan Park" or "walk to Scottsdale Stadium" where true.
• Publish visitor-friendly content. "Where to eat near [ballpark]" pages, game-day menus and group booking information rank well and get quoted by AI tools.
• Capture group inquiries fast. Fan clubs, families and corporate groups book in advance. Answer every inquiry within minutes with packages and availability.
• Collect contact details so this year's visitors come back next year.

Plan B: a delayed or cancelled season

• Pivot to locals early. Promote patio season, happy hours, family events and watch parties for other sports. Tell locals the crowds are gone and it's their time.
• Target other visitor segments. Snowbirds, golf travelers, spring break families and event-goers still come in February and March.
• Shift ad budgets fast. Build campaigns for both scenarios now so you can switch in hours, not weeks.
• Use short video to stay top of mind with the local audience you'll need.

Do now, whatever happens

1. Build or clean up your customer list with consent: email and SMS.
2. Refresh your Google profile, menu and photos.
3. Set up instant follow-up for reservations, group bookings and catering. An AI follow-up agent handles the rush without extra staff.
4. Draft both campaign sets and decide in advance what will trigger each.

The bottom line

Spring training brings Phoenix hospitality its best weeks of the year, and 2027 is uncertain. Businesses that plan both scenarios and build a strong local base won't have to bet the season on a labor negotiation. See how we help Phoenix restaurants and hospitality businesses, or read about our restaurant marketing.

Frequently asked questions

When will we know if spring training 2027 is happening? It depends on negotiations after the collective bargaining agreement expires in December 2026. Plan both scenarios now rather than waiting.

Which businesses are most exposed? Restaurants, bars, hotels, retailers and transportation providers near the ten Cactus League ballparks, which together account for most visitor spending.

Is it worth marketing to locals during spring training? Yes. Locals provide steady demand and a safety net if visitor numbers fall.

Sources

• Cactus League spring training generates record $806.9 million economic impact, ABC15, September 2026
• No Cactus League this spring? An MLB lockout could cost Arizona nearly $500M, ASU News, September 2026
• 2026 Cactus League economic impact, KTAR