Pokemon Go’s explosive popularity is having an unexpected and overwhelmingly positive effect on real-world businesses.
For anyone returning from outer space or a weeks-long expedition into the deep wild, Pokemon Go is an augmented-reality (AR) game that requires players to physically explore the real world in order to find and catch Pokemon. Besides trying to catch ‘em all, Pokemon Go players will intentionally seek out PokeStops to stock up on in-game items or gyms to prove their Pokemon prowess. These in-game markers are always located at real-life points of interests, such as murals, churches, or other places of man-made, cultural significance.
Some establishments are lucky enough — or unlucky enough, depending on perspective — to be considered a PokeStop or gym. Even just having one within reach can lure a herd of trainers directly to their doorstep.
Though most PokeStops and gyms are accessible from outside, others are speckled within theme parks, gardens, and museums, enticing explorers to enter.
Discovering New Places
Though the event started a little rocky with the global server outage, guests were really understanding, Erica Smith, director of marketing and public relations at Bok Tower Gardens told IGN.
“The servers came online around 11:30 am and you could hear the cheers throughout the gardens,” Smith said. “The energy was tremendous, and having so many new visitors introduced to our gardens is very important to our ongoing mission. We were also encouraged that many of these visitors were millennials and had no idea we offered so much for their admission.”
Summer is slow season for Bok Tower Gardens, as it is for most businesses surviving the Florida heat. About 300 to 350 guests will typically visit the outdoor landmark on a Saturday in July, but the Pokemon Go event drew in more than 1,000 visitors. Nine people purchased annual membership packages as well, a significant metric for the success of the event, said Smith.
Those Left Behind
Some business owners have noticed the Pokemon Go-craze but aren't designated as a PokeStop or gym, and have taken to the internet to find out how to attract trainers.
So far, the only way to become a PokeStop or gym is to send in a request to Niantic Labs, but it isn't likely to be accepted unless the location is one of cultural significance or in a Pokemon Go deadzone. Fatoorechie said his father would absolutely pay to make his restaurant a PokeStop if that were an option, which it may be in the near future. Niantic Labs’ chief executive John Hanke told the Financial Times about plans to include sponsored locations, however, considering McDonalds may be the first of many, it’s unknown if this will be a realistic option available to small, independent businesses.
Yelp’s caught on that consumers are specifically looking to Poke-task when choosing businesses, and launched a new search filter called "PokeStop Nearby” in response. Yelp users have already identified thousands of businesses in the vicinity of PokeStops.
Massive Sales Spikes
The Bricks, Tampa Bay Brewing Company, and Hamburger Mary's Pub House, a trio of watering holes within reach of a Tampa Bay PokeStop or three, have all noticed more people on the streets since the release of Pokemon Go.
The Bricks server Nathan Lugo said despite the increased amount of people outside, obviously playing Pokemon Go, he can't say he's noticed an increase in business inside the new-American restaurant-bar, however. Server Ashley Bosko of Tampa Bay Brewing Co. shared the sentiment.
"Some kid wandered in who wouldn't get off his phone, do whatever, not buy anything, and leave," said Lugo.
Lugo said despite this, the generally "nerdy" staff has been overwhelmingly welcoming of players even if they don't purchase much. The kitchen staff even made Pokemon-themed menu items to commemorate Pokemon Go's popularity within the community.
Mary's Pub House server and Pokemon-fan Eric Perez has placed Lure Modules at the nearby PokeStops, with the hopes of luring in customers.
"It's our slow season," said Perez. "Everyone's at the beach, but we've seen everyone on the streets playing."
"Some customers have said they got kicked out of bars for playing Pokemon Go. So they came here and spent money instead," said Perez.
Despite these observations, Mary's Pub House manager Phil Tracy was unable to produce supporting sales data, but as Dahlia Dupré, an employee at retro clothing boutique LaFrance pointed out, it's difficult to attribute a spike in sales due to Pokemon Go, considering the area’s designation as a historic tourist attraction and location nearby airports and ports.
LaFrance displays a sign by the front door that says, "I guess we're a Pokestop. Come in and get your balls or whatever," complete with a picture of Nurse Joy.
Though the sign reeks of unenthusiasm, employee Dahlia Dupré's phone buzzed and chirped with Pokemon Go notifications as she discussed the game’s effect on the boutique.
"We're welcoming of the Pokemon-Goers. Usually, once the Pokemon is caught or the items are collected, people look up [from their phone] and go, 'Woah,'" Dupre' said. "I've had a couple of groups of people say they never knew this place was here, but they were looking for PokeStops and found it, and want to come back."
Dupré said, "It's like free advertising — thank you Pokemon!"
Others, like Hops and Props in Downtown St. Petersburg, Fl, have been inundated with crowds since the game's release, and has outstanding numbers to show for it.
The taphouse and cafe, adjacent to the St. Petersburg Museum of History, is tucked away at the base of the causeway to the St. Petersburg Pier, known locally as simply "The Pier." It's the reason for the tap house's slogan, "Beers by The Pier." The only problem is that, since August 2015, that pier has been closed off to drivers, pedestrians, and anglers alike for its demolition — severely decreasing once-abundant foot traffic.
"There's no other reason to come down here now," said Eric Starr, owner of Hops and Props.
He's right — besides the water-front view and the museum, which closes well before a bar's busiest hours, the causeway is home to little besides the municipal marina and parking. Hops and Props is also just out of reach of Beach Drive, the main street a block away filled with popular restaurants, chocolate shops and boutiques.
"We actually were going to put up lures ourselves the other night, but we pulled it [Pokemon Go] up, and they were all already up," Starr said.
Separating Hops and Props from Beach Drive is Straub Park, now incredibly popular with Pokemon Go players. It's a hot-spot known for massive amounts of Water-type Pokemon, plenty of PokeStops, and all the Magikarp a Gyarados-hopeful could ever want.
"After 9 pm, you'll see 200 people outside, cars lined up and down the road," said Starr, a drastic increase compared to the usual summer crowd. "It's overall busier, and many more people walk down this way."
Hops and Props' staff agreed that the crowds have been "pretty cool" and nice about their Pokemon-hunting excursions. Even underaged Pokemon Go-ers have known better than to enter the taphouse in search of Pokemon.
With a dramatic story deserving of its own article, the St. Petersburg Pier was originally planned to be rebuilt and reopened by the end of 2015, but will most likely be closed until well into 2018.
Until then, Starr appreciates the traffic Pokemon Go is bringing his way.
"We love Pokemon," Starr says.