Brooks concerts expected to contribute millions to Las Cruces economy

Visitors from all over the Borderland are pouring into Las Cruces as the first of five Garth Brooks shows kicks off tonight, and area business owners said they are excited to see the boom in business.

Lorenzo’s Italian Restaurant owner Vince Vaccaro said he saw an increase in customers this morning.

“It’s a buzz, were on edge at the restaurant,” said Vaccaro. “People are coming in already. They’re preparing to go to the concert tonight. So we will get very busy, I hope.”

Banners and signs have been posted around town welcoming Garth Brooks and his wife Trish Yearwood back to Las Cruces after 21 years.

MAYOR KEN MIYAGISHIMA PRESENTED GARTH BROOKS AND TRISHA YEARWOOD WITH THE KEYS TO THE CITY OF LAS CRUCES.

Las Cruces Convention and Visitors Bureau Director of Communications and Marketing Chris Faivre said they city expects to see around $2.4 million generated from visitors.

“I think that’s kind of conservative,” said Faivre.”We sort of estimated about $40 on average per person.”

Business owners told ABC 7 events like Brooks’ shows help put Las Cruces on the map, and they have taken the extra steps to drive sales.

“We have specials, we over prep a lot of food,” said Vaccaro. “Probably double what we normally do. And of course we have our tent outside.”

Vaccaro said he spent $2,000 on a tent to accommodate more diners, a liquor license and security guards to create the perfect ambiance.

“We just expect everybody to be in a great mood, have a party and enjoy what Las Cruces is giving them,” said Vaccaro.

Toria Kovacs is a hostess at Lorenzo’s. She has tickets for a matinee show this weekend, and is excited to see the city buzzing with energy and more people.

“I think it’ll be great for everybody thats around –tips definitely,” said Kovacs. “It’ll be interesting just to see all the people that come from out of town.”

The influx of visitors won’t just be dining out. They will pump up sales at gas stations, and occupy more rooms in hotels.

Econolodge General Manager Bharti Lalloo said she saw more room bookings since the shows were first announced.

“I am fully booked up today and tomorrow,” said Lalloo. “

She said the Econolodge where she works is at 100 percent capacity, but profits have risen.

“We have made a little bit extra,” said Lalloo. “About $20 extra per room.”

Vaccaro said he wanted to extend an invitation to Brooks for the economic boom he is bringing to Las Cruces.

“This goes out to Garth and Trisha:if you want to drop by and have a little bite between shows we’ll set you up,” said Vaccaro. “We might give you a little discount maybe, but we’d love to have you in!”