The Denver Broncos are 4-0, and some local businesses couldn’t be happier about it.
Even though more than 330 miles separate Durango and Denver, Broncos pride runs deep even in the southwest corner of the state. And businesses are capitalizing.
Broncos wins often lead customers to stay past halftime to order that extra pitcher of beer at a local bar, and apparel sales surge at retailers.
“They win, we win,” said Brett Johnson, manager of Durango SportsZone, which sells a variety of Broncos merchandise at 870 Main Ave. “We invest in them big-time.”
Durango SportsZone sells three levels of Peyton Manning replica jerseys. An “on-the-field” jersey, the most authentic and expensive type, sells for $250.
Durango SportsZone stocks 26 different Broncos hats, along with helmets, jackets, sweatshirts, socks and other goodies. Along with Manning, the famed quarterback, the shop stocks items featuring fellow Broncos Wes Welker, Von Miller, Eric Decker, Champ Bailey and Demaryius Thomas.
Manning’s hot start has led to hot sales.
“Business is good as long as Manning keeps on playing like he’s been playing,” Johnson said.
City Market locations give customers a free doughnut the day after a Broncos win. The grocery store chain also is a Broncos sponsor, giving it the right to sell licensed merchandise.
“The Broncos obviously is one of the things we find our customers love and are in touch with,” said Kelli McGannon, a Denver-based City Market spokeswoman. “Being in affiliation with them is another touch point of us being a local Colorado company.”
Back Space Theatre downtown has taken to broadcasting Broncos games in the theater. Theater representatives could not be reached for comment.
Bars that broadcast Broncos games also benefit.
“When they’re winning, it’s great,” said Chip Lile, co-owner of El Rancho Tavern. “It’s good for business always when the home team’s winning.”
At Cuckoo’s Chicken House & Waterin’ Hole, to-go orders surge around Broncos games, said manager Peter Clevano. Fans call in large orders to feed their in-house audience.
“On Bronco days, our to-go sales are phenomenal,” he said.
Local bars sometimes offer discounted or even free drinks when the Broncos score.
Cuckoo’s had not yet offered free shots during Broncos games this season, but Clevano held out the possibility the wings restaurant and bar would do so.
“We used to do that,” Clevano said. “We haven’t done that so far this year. At the rate they’re scoring, we’d be pouring a lot of booze.”
El Rancho sometimes offers two-for-one drink specials when the Broncos score, said Lile.
Clevano was optimistic the Broncos’ success would help the bottom line throughout football season. The Broncos are widely expected to contend for a playoff spot, if not a Super Bowl berth.
“I actually think that’s going to be super beneficial down the road,” he said.
cslothower@durangoherald.com
