Cape merchants report mixed results from Tour of Missouri stop

Reaction by area merchants was mixed following the Tour of Missouri's second stage finish in Cape Girardeau.

But even those who reported little effect on their sales from the cycling event voiced optimism about the exposure the event brought Cape Girardeau.

Billed as a potential boost in business for the area, the race was predicted to bring an estimated 30,000 people to downtown. Police estimated that about 5,000 people attended the event.

Tracey Glenn, vice president of the Cape Girardeau Area Chamber of Commerce and chairwoman of the local organizing committee, said the event went smoothly, despite a smaller than anticipated crowd. She said the figure of 30,000 potential spectators was first used at a volunteer orientation meeting in August that was organized by Tour of Missouri officials and was not a firm prediction of the expected crowd size.

"I talked with so many people who were blown away by how professional the event was," Glenn said. "They were impressed with what transpired with the whole event."

Among those reporting an increase in business was Buckner Brewing Co., which recorded 500 percent more in sales than a normal Tuesday. In addition to its operation at 132 N. Main St., the restaurant was among the vendors that set up a booth to sell food and drinks at the parking lot near the finish line.

"Tuesdays generally aren't busy, so it was more like a Saturday night," owner Phil Brinson said. "We brought in the SEMO jazz band to play at our restaurant that night, so when everything was shut down where the race was, we were still rolling on."

However, My Daddy's Cheesecake, which also set up a booth, didn't fare as well. Co-owner Wes Kinsey said he was expecting more people to attend the event but, because of the low turnout, only sold about $200 worth of food and beverages.

"It was very disappointing," Kinsey said. "We do shows like this in St. Louis and sell between $6,000 and $8,000.

"And then at this event no one comes. If the tour returns here next year, we won't have a booth."

Another Cape Girardeau restaurant that reported disappointing sales figures at its booth was McAlister's Deli. General manager Patrick Abbott said the deli barely made enough to cover its expenses.

"I don't think it generated the kind of revenue we had hoped," Abbott said. "With a one-day event it's hard to predict how well we'll do."

While business wasn't as steady as Kids Wear Again owner Crissy Batchelor had hoped, she was pleased with the exposure brought to the area.

"We were somewhat busy but not as much as I would have liked," Batchelor said. "I hope as events like this one come to the downtown area it will leave a favorable impression on visitors, which helps downtown merchants."

Socials Cafe advertised Tour of Missouri specials on a billboard in front of the restaurant, but that did little to stimulate sales, co-owner Alan Findley said.

"Organizers said to expect a lot of business," Findley said. "But it was slow.

"The big problem I have is they cut off downtown," Findley said, referring to the streets that police blocked off near his and other downtown businesses. "I wish it had been a little more open."

Mike Yaeger, co-owner of Renaissance boutique shop, said events such as the Tour of Missouri rarely lead to a dramatic increase in sales for his business.

"We see a lot of foot traffic outside but not much store traffic," Yaeger said. "These events just aren't very good for retail stores."

No matter the attendance figures, the long-term impact on tourism and commerce made the event worthwhile, said Marla Mills, director of Old Town Cape that represents downtown businesses.

"Obviously the merchants want to make their cash registers ring that day, but the exposure to a regional and international audience is important," Mills said. "The publicity it brought to the businesses and community as a whole was priceless. Sometimes it's hard to not look past the fact that the merchants wanted to make more money that day than they had hoped, but the tour brought us great publicity."

bblackwell@semissourian.com

388-3628

Pertinent addresses:

132 N. Main St., Cape Girardeau, MO

118 N. Main St., Cape Girardeau, MO

139 N. Main St., Cape Girardeau, MO

211 Saint Francis Drive, Cape Girardeau, MO

1701 Lacey St., Cape Girardeau, MO

244 S. Mount Auburn Road, Cape Girardeau, MO