The BTS concert is getting closer, and fans are growing in excitement. Preparations have started, and local businesses from the border region are preparing to receive the ARMY (BTS fandom name) from all around.
Last year, the Sun Bowl Stadium hosted another world-renowned British band, Coldplay, and the event generated a significant economic impact, bringing in more than $37 million. Now, nearly a year later, both El Paso and Juárez are once again preparing to receive visitors from across the country.
Laura González, a BTS fan and manager of @btsxelpaso on Instagram, has been tracking local initiatives aimed at welcoming fans and helping them make the most of their visit.
“As soon as fans [ARMY] in El Paso and Cd. Juárez saw that El Paso was one of the tour stops for BTS’ Arirang Tour, they began to mobilize. In preparation for BTS’ arrival, many groups have organized events and projects,” González said.
These projects include building webpages so that those who are traveling know about El Paso, what to do in the city, where to eat and even concert day checklists and guidelines for when going to the Sun Bowl.
“Watching groups create events and projects has also been exciting! You get to see everyone’s creativity, from projects and events to planning outfits,” Gonzalez said.
Local businesses are embracing the BTS spirit. Dainty Gem Jewelry Studio hosted a giveaway featuring a personalized BTS charm bracelet. Meanwhile, shops like The Fabz Shop and K-Pop Fantasy Events are bringing fans together by organizing a BTS rave party, creating spaces for fans to connect.
Priscilla Marquez, jewelry and fashion designer from Dainty Gem by NinaLu Designs experienced firsthand the impact of concerts in the local El Paso economy.
“Events like the Coldplay concert and now BTS have a powerful impact on the local business scene in both El Paso and Juárez. They bring in a new level of energy, visibility, and opportunity not just for large venues, but for small, locally owned businesses as well.” Marquez said.
While visitors come to enjoy the BTS concert, it also gives them an opportunity to see and learn about the border’s culture.
“What’s especially meaningful is how these events encourage people to explore the city beyond the concert itself.
Visitors are looking for experiences, places to shop, dine, and create memories, and that opens the door for businesses like ours to offer something unique and personal.” Marquez said.
The excitement extends beyond borders, inspiring shops like TaeTae Boba Tea Shop located in Ciudad Juarez to hold multiple BTS themed events as part of their “Road To BTS” series.
“I also think it highlights the cultural connection between El Paso and Juárez. Together, we become part of a larger destination, showing that our region has the creativity, talent and hospitality to welcome a global audience,” Marquez said.
As the Sun City gears up to welcome BTS and fans from around the world on May 2 and May 3, local fans and businesses continue preparing to showcase El Paso and its culture.
Vivien Noe C is a staff reporter at The Prospector and can be reached at [email protected]
