Kelly Sanders has dreamed up a real-life love letter to Pittsburgh during the NFL Draft this weekend: A day party, or “Draft Darty,” on Saturday afternoon, packed with football-shaped pizzas from No Horns Pizza, sausage sandwiches from Parma Sausage, scoops from Millie’s Ice Cream, and “The Draft Draft” from East End Brewing. The event will take place from 3 to 6 p.m. at Sanders’ Strip District store called Love, Pittsburgh.
Sanders has spent months bringing the event to life. But even with all the planning, there’s still uncertainty.
“We have to embrace the draft but also not go too deep in draft-specific merchandise or anticipation, because it’s a lot of guesswork,” Sanders said. “We don’t know how the foot traffic will bleed into the city. We all have to anticipate the increase but not get too overblown.” She sometimes stops to remind herself: “It is just one weekend.”
For small business owners across Pittsburgh, the NFL Draft isn’t just a football event — it’s a high-stakes weekend that could shape their year, bringing both a surge of opportunity and a wave of uncertainty.
That expectation sits at the heart of Pittsburgh’s preparations for the 2026 NFL Draft. With perhaps 500,000 visitors to the event, local small businesses are bracing for one of the most significant weekends in recent memory.
Gearing Up for the Spotlight
When the draft arrives, Downtown and the North Shore will pulse with activity. But the energy is expected to ripple outward, spilling into the Strip District, Lawrenceville, the South Side, East Liberty and Squirrel Hill, where visitors will fan out in search of something uniquely Pittsburgh.
“The structure of events around the draft is important to maximize spending by out-of-town visitors,” said Joshua C. Hall, an economics professor at West Virginia University and co-author “The Impact of the 2024 NFL Draft on Hotel Demand,” an academic paper looking at Detroit’s experience hosting the draft. “For example, early events on the first day of the draft increase the likelihood of dinner spending the night before. The last day of the draft is likely to be light as out-of-town visitors head home.”
Restaurants Shift into High Gear
For restaurants, draft week is a test of speed, strategy and stamina.
At Burgatory on the North Shore, the plan is simple: streamline without sacrificing identity.
“For draft week, we’ll be offering a limited menu featuring some of our greatest hits, built for speed and consistency so we can serve large crowds efficiently while still delivering the quality we’re known for,” said marketing director Meredith Feiler.
Over in the Strip District, the famous market for fish and more, Wholey’s, is leaning into tradition, inviting visitors to taste a piece of Pittsburgh.
“We want draft visitors to have a true Pittsburgh experience … from fresh fish to our famous Icelandic cod sandwiches,” said marketing director Muriel Maze. The plan there includes more staff, more inventory and limited-edition “Picksburgh” shirts, small touches designed to turn a quick stop into a memorable one.
Nearby La Prima, which has several locations around Pittsburgh, is ramping up production and strengthening partnerships to keep up with demand for coffee on the go.
“Yes, we think visitors will be attracted to some of the well-established spots around the city that already have a positive reputation amongst locals,” said marketing director Gigi Harris. “We hope to have all hands-on deck and backup in case of any issues.”
Retail Embraces the Rush
For retailers, the draft isn’t confined to its official footprint — it casts a wide net.
At Love, Pittsburgh and its Market Square-based sister store called simply Love, co-owner Sanders said she sees opportunity in the in-between moments, when visitors step away from the crowds and into the city itself.
“I know everyone who is here for the draft is going to the draft, but they will have days off to explore the city, or family and friends who don’t want to be around the draft the whole time,” Sanders said. “Even though the footprint of the draft is certain areas there will be a halo around Pittsburgh.”
To meet that moment, the store is stretching its hours from 11 a.m. to 9 p.m. and rolling out a wave of locally made goods, from apparel and jewelry to ornaments, trays, and even a custom football jersey, each piece offering a tangible connection to the city.
Nightlife Steps into the National Spotlight
When the sun goes down, Pittsburgh’s nightlife is preparing to shine just as brightly.
In Market Square, Space Bar is bracing for what could be one of its busiest weeks ever.
“We’re all in on this. Pittsburgh doesn’t get this kind of national spotlight often, and we plan to make the most of it,” said CEO Dale Vaughn.
The venue is debuting a new cocktail menu, installing rooftop art, and setting up large screens to turn the draft into a full-scale viewing experience.
On the North Side, Allegheny City Brewing is gearing up with longer hours, increased production and a rare promotional boost through an NFL partnership.
“We were able to apply and partner with the NFL which allows us some promotion through their channels. That is huge for a small brewery like ours without a marketing budget,” said owner Matthew Yurkovich.
At Wigle Whiskey, the focus is on craftsmanship and storytelling, with a limited-edition bourbon created specifically for the occasion, said COO Alex Moser.
For Moser, the appeal of the draft is going beyond football and giving visitors a taste of Pittsburgh’s identity.
Opportunity Meets Reality
Excitement aside, the week won’t come without complications. Congestion is expected to rival past mega-events, and private bookings could make some popular spots harder to access.
“Some bars may book private groups … there’s a lot of demand at restaurants and bars all over the city,” said Jeremy Jones, co-owner of Discover the Burgh, an online guide to Pittsburgh.
He also pointed out that many visitors may stick close to where they’re staying, shaping spending patterns in ways businesses can’t fully predict.
For locals, memories of the city’s gridlock during Taylor Swift’s Eras Tour in 2023 still linger. “If you can avoid Downtown and get out of the city, nearby boroughs probably are the best bet,” Jones added.
Looking Past the Final Pick
For many business owners, the real payoff won’t be measured on a single weekend.
At Space Bar on Market Square, Vaughn is taking the long view. His location was disrupted for a solid year during the renovation of Market Square, a project catalyzed by city leaders’ desire to undertake signature projects before the draft. “There’s probably no way a single week could possibly make up for the financial loss and personal cost incurred during construction,” Vaughn said. “But if our furniture is mostly intact, our team is well-tipped, and the Square is back open for major events … we’ll be hopeful about the future.”
City and state efforts are also focused on extending that momentum. Programs like the NFL Draft Source Program and a digital Guide to Pittsburgh aim to push visitors beyond the main event and into the broader local economy.
“Hosting the NFL Draft is a gamechanger for our local economy, offering small businesses a platform that extends far beyond the three-day event. The exposure brought by the NFL Draft will provide a lasting benefit to our local community, effectively putting our region’s small businesses on a global stage,” said Alex Kenzakoski, director of communications at Visit Pittsburgh.
Even with careful planning, there’s still an element of the unknown. But for many business owners, that’s part of the excitement.
“In the last 10-plus years of running our site, the most common thing we hear from first-time visitors is, ‘I had no idea there was so much to do in Pittsburgh,’ ” said Jones, at Discover the Burgh. “I think this is going to be a common statement during the draft… We hope visitors get a great taste of the city and already start talking about that return trip.”
Makenna Smith is a junior at Point Park University majoring in sports communication with a minor in broadcast reporting.