New York Knicks bar Stout, a three-minute walk from Madison Square Garden, is preparing for one of its busiest nights of the year. Five hours before tip-off, staffers are double-checking reservations and feverishly cleaning while bartenders restock with mixers and supplies.
Cardboard cutouts of stars like Jalen Brunson and Karl-Anthony Towns overlook the bar as the two-decade-old establishment gets ready to host a crowd that will push the three-story pub to its maximum capacity of about 700. The crew will pass out vodka-based blue and orange shots if the Knicks win.
The Knicks’ first conference finals appearance since 2000 has been a boon for businesses such as Stout at a moment they need the support. Shop owners around MSG said they are trying to navigate industry-wide headwinds stemming from declining sales and higher operating costs. NYC tourism is also experiencing a slump, as the city will welcome 400,000 fewer tourists than it did last year, according to The New York Times, as the nation grapples with rising geopolitical and trade tensions stemming from Trump administration policies.
The smaller profit margins this year have placed increased pressure on owners to make ends meet.
“Our business would be very different if the [Knicks] were sitting at home,” Ian Conroy, co-owner of Mustang Harry’s, said in an interview.
Conroy and his brother, Niall, have operated the popular sports bar on 7th Avenue for 30 years—and during that span, they have witnessed some serious lows for the Knicks, including a seven-season drought without a playoff berth. Conroy said this past month has been the peak of revenue for his sports pub so far this year. The Tipperary, Ireland, native wants to make the most of this historic run that coincides with an ongoing wave of economic uncertainty.
“People that are coming out will spend less [than before] but at least they’re coming out,” he said. “The fact that the Knicks are on a playoff run, people want to be around [other] fans buzzed. It’s definitely much better than if somebody else was in their place.”
After the Knicks eliminated the defending champion Celtics last week, thousands of fans took to the streets outside of MSG to celebrate. In some cases, fans were tossing bras, flipping over garbage cans, scaling street poles and standing on top of taxis.
The Knicks have helped to add to the foot traffic and enthusiasm around the area by rolling out official viewing parties outside of MSG for the first time, which are free to attend. While the official watch party for Game 1 of the Eastern Conference Finals against the Indiana Pacers will be held inside Radio City Hall, with tickets costing $10 each, the organization has partnered with several local NYC bars for fans looking for that party atmosphere.
“While we don’t measure the economic impact of sports tourism specifically, we know that major moments like the Knicks’ exciting playoff run, drives foot traffic and spending—especially near MSG,” NYC Tourism and Conventions CEO Julie Coker said in an emailed statement. “It’s clear that New York City’s home teams are not just fueling hometown pride, they’re also contributing to the vibrancy of our visitor economy.”
It’s a timely contribution. A study conducted by the NYC Hospitality Alliance shows that 72% of establishments reported lower sales last summer (from June to August), with only 5% seeing a rise in business.
Alfredo Marty, general manager at Blarney Stone on 8th Avenue, said it would be “dead” if the Knicks hadn’t played in six home playoff games, with at least two more home games at MSG starting Wednesday night. Blarney Stone has had the same operators for 22 years and keeps its doors open late for thirsty fans who are looking to celebrate and down a cold brew after a Knicks win.
“Business has been horrible, but because of the Knicks, we do well,” Marty, a Dominican who has lived in New York for over 30 years, said. “They just need to keep winning.”
Meanwhile, the Knicks’ rush has also trickled over into local pizza shops. Pizza Suprema, which has been an MSG staple for more than 60 years, has reeled in about triple the amount of normal business on playoff game days, forcing it to bring in additional staff to accommodate the traffic.
Papi’s Pasta & Pizza on 7th Avenue has been relatively slow since the holiday rush after its grand opening back in early November. But Papi’s manager Axel Foley said they experienced a significant uptick in sales after the Knicks won Game 3 over the Celtics on May 10, at times running out of soda to sell to a bevy of Knicks fans who had come through their doors for the first time.
“We just can’t wait for them to play again,” he said.
It is fitting that as Knicks look for their first Finals appearance since 1999, they butt up against one of their main foes of the ’90s in the Pacers. For longtime business owners, the surge led by superstar guard Brunson is a welcome blast from the past.
“We definitely have a team that we can get behind,” Conrad said. “And they’re getting behind us too.”
