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While curling fans are piling into the Mary Brown’s Centre to witness the elite competition at the 2026 Montana’s Brier, businesses in the St. John’s area are just as excited for the bump during what is generally a slow time of year.
Niall Hickey, co-owner and operator of The Newfoundland Embassy pub situated almost on the doorstep of the arena, said it’s been an exciting week so far.
“It’s been absolutely bonkers. Organized chaos, as we like to call it. But business has been phenomenal,” Hickey told CBC News on Wednesday.
“People are coming and going every single day, all day, all night. So we couldn’t be happier.”
The tournament has welcomed fans from across the country into St. John’s.
Patty Schulte visited from Alberta. She said she has been able to take in some of Newfoundland’s culture during her trip, and was planning to be part of a screech-in ceremony on Wednesday.
“This has been awesome. Absolutely awesome. All the people we’ve met have been fantastic,” she said.
Newfoundland Embassy co-owner Niall Hickey, left, and St. John’s Mayor Danny Breen say business has been booming in the city during the Brier. (CBC)
And while the tournament runs until Sunday, it’s expected to bring millions of dollars into the local economy.
A report from the Canadian Sport Alliance following the 2017 Brier in St. John’s said the event generated $10.1 million in revenue across Newfoundland and Labrador.
The average fan spent over $1,300 in the province during that tournament, the report concluded.
St. John’s Mayor Danny Breen said the city expects similar numbers this time around.
“There’s people just having a great time, and getting out and seeing the rest of the city as well,” he said.
“The response we’re getting from the fans, the people that are visiting here, has just been phenomenal.”
WATCH | How Brier tourists are spending their time and money between games:
Hotels, seafood, and shots of Screech — Brier bucks are pouring into St. John’s businesses
The Brier is fueling a mid-winter bonanza for St. John’s businesses, in what is usually their slowest season. All those hotel rooms, restaurant meals, and screech-in ceremonies add up to a $10-million boost to the local economy.
For Hickey, and other business owners, the Brier is a much needed boost during a historically slow time of year.
“This time of year, we all need them,” he said.
“This is a really tough time of year for everybody. The money coming in the city right now for this is needed. It’s necessary.”
Hickey hopes successful events like the Brier can attract other events in the future.
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