Latrobe area readies for influx of Steelers fans as training camp returns

When black and gold colors fill the lobbies of Latrobe-area hotels and out-of-state license plates become more commonplace in local parking lots, it’s a sign that the Steelers and their legion of devoted fans have returned to their summer home.

The three-week period when the Steelers hold training camp at Saint Vincent College in Unity begins Wednesday, with the first open practice set for Thursday.

But the influx of Steelers fans and the benefit they bring to the local economy already are evident.

Two hotels within sight of the campus are booked solid for Aug. 2 — when the team heads to nearby downtown Latrobe for a Friday Night Lights evening practice at Memorial Stadium, preceded by a Steelers Fest celebration.

The SpringHill Suites hotel on Arnold Palmer Drive sold out its 109 rooms this week with some availability for the remaining Steelers camp dates, according to Jocelyn Conrad, director of sales and marketing.

“A lot of people make their reservations when the practice schedule gets released,” she said. “It’s a very busy time for us.

“We’re really excited for training camp this year and we enjoy seeing all the fans. They come from all over and they definitely spend a few days here.”

Many of the same Steelers fans return each summer to stay in one of the 80 rooms at the nearby Hampton Inn on Route 30.

“We love them,” said front desk host Janice Hoke.

For the evening practice, which historically has been held on the first Friday in August, Hoke said, “We get some of our repeat guests who will book for the next year before they leave. We get a lot of people from Maine and Florida. We’ve had people from as far away as Texas and California — even Mexico.”

Next door, general manager John Heiple has seen between a 30% and 40% boost in business at Sharky’s Cafe and the adjacent affiliated The Meadows frozen custard parlor during the Steelers camp. He increases his staffing by a similar amount for the boom period.

“We see an increase in our orders and the number of customers through the door every day for the whole training camp,” he said. “We amp everything up for camp.”

Among the menu items Steelers fans can order at Sharky’s is a hamburger and sausage patty combo with a name inspired by retired Steelers quarterback Ben Roethlisberger.

With the Steelers moving this year’s weekday practices from the afternoon to 10:30 a.m., Heiple expects to see a crowd arriving afterward for lunch. He’s also anticipating a pre-practice run at a new branch business — Latrobe Coffee & Cream, which opened in December in The Meadows building.

“It’s the closest coffee shop to training camp,” he said. “People can get their coffee and then head to camp.”

A short distance to the east, Dino’s Sports Lounge also caters to the Steelers crowd, which similarly fuels an increase in business of up to 40% during the camp.

In conjunction with the training camp, the restaurant will host a series of related radio broadcasts. It also will continue its tradition of selling camp-themed T-shirts.

“We’ve done them for the last 10 years,” owner Dino DeCario said of the radio shows. “People can sit down and be involved in it and people can call in and ask questions.”

“We’re fortunate that the Steelers keep it here,” he said of the summer camp. “It’s good for everybody — every hotel, store and restaurant.”

Ripple effect

This is the 57th year the Steelers will hold their training camp at Saint Vincent. It’s a tradition that was interrupted for two years following the arrival of the covid-19 pandemic in 2020.

The camp’s economic impact isn’t limited to the immediate vicinity of the college.

Emily Pasqualino experiences the camp’s benefits at several of the businesses her family operates at a Ligonier Street building in the heart of downtown Latrobe.

Early last week, she had just one overnight slot open during the camp schedule at her Airbnb unit in the building.

“It’s been consistent for training camp that our Airbnb gets completely booked up,” she said. “People will book well in advance.”

She also sees a significant uptick in foot traffic at her Paper Heart retail business, which offers items including home goods, gifts, jewelry, floral items and party supplies.

“We get a lot of people who visit the downtown area and patronize the businesses,” she said. “In between practices, they may venture downtown.”

A trip to Steelers training camp may dovetail with more general tourism. Instead of lining her shelves with Steelers-related merchandise, Pasqualino finds it worthwhile to keep on hand items that may appeal as mementos of a visit to Latrobe.

“I’ll ramp up on having a lot of things for people to take as souvenirs: memorabilia or gifts related to Mister Rogers or Latrobe,” she said. “The summer can be a slower time for retail, but we’re fortunate to have enough things to keep these months steady for us.”

In addition to the Steelers Fest and training camp, summer events in Latrobe include a large 4th of July celebration and festivals recognizing the town’s distinction as the birthplace of the banana split and of late children’s television host Fred Rogers. Pasqualino also coordinates monthly Shop Hop and Market Night merchant promotions.

Steelers Fest grows

For the 7 p.m. Friday Night Lights ticketed practice, the Steelers partner with Greater Latrobe School District, which owns Memorial Stadium. The Latrobe-based Greater Latrobe-Laurel Valley Regional Chamber of Commerce is involved in organizing the free Steelers Fest event that precedes it, from 11 a.m. to 5 p.m. the same day.

While the day of Steelers activities brings thousands of visitors to Latrobe and employs the services of many local vendors, profits from the evening stadium gate are shared among multiple community organizations.

Greater Latrobe Athletic Director Zac Heide said last year’s Friday Night Lights generated a profit of about $35,000, which was distributed among 27 organizations that had a part in making the event a success. That included Greater Latrobe athletic programs and academic clubs, as well as the chamber, local police and firefighters and Greater Latrobe Parks and Recreation.

“It seems every year it’s getting bigger and better,” Heide said of training camp and Steelers Fest.

An estimated 10,000 and 12,000 people attend the evening practice at Memorial Stadium, with some fans preferring to stand along the fence bordering the field, Heide said.

This year, he said, the organizers hope to have a better fix on the attendance total since the $10 general admission tickets are being sold online through Ticketmaster.

The digital tickets will be available at the stadium or in the Timken Pavilion of Latrobe’s adjacent Legion Keener Park, site for this year’s Steelers Fest. The tickets also can be purchased in advance by visiting the chamber website, latrobelaurelvalley.org, and searching under the Programs and Events heading.

“It’s working really well so far,” Heide said, with 4,500 tickets sold as of last week. The count won’t include kids under 5, who will get into the stadium for free.

“We’re trying to make it better and more organized, with less hassle for people,” said chamber President and CEO Briana Tomack. “It’s going to help with the traffic flow, instead of having a lot of people standing in line and waiting to buy tickets.”

Admission to open practices at Saint Vincent is free, but attendees must have a mobile ticket, also available via Ticketmaster.

During training camp, Heide said, the Latrobe area is a second home for the Steelers.

“They’re welcomed with open arms,” he said. “They’re like family to us.”

Some smaller local businesses count heavily on business from campgoers, Heide said. He’s heard from some mom-and-pop operators who realize as much as 20% of their yearly profits during those summer weeks.

“They kind of bank on when the Steelers come to town,” he said.

The Steelers camp phenomenon holds great potential for all of Westmoreland County, according to Dan DeBone, president and CEO of the Westmoreland County Chamber of Commerce.

“Local businesses see an increase in revenue, and it’s also their opportunity to shine,” said DeBone. “It’s an opportunity to get people to visit Westmoreland County, see what else we have to offer and get them to come back again.”