Atlanta’s Suburbs are Ready to Show Off for World Cup Visitors

The 2026 FIFA World Cup will be here before we know it, and Atlanta will once again be in the spotlight for a huge international sporting event. I was General Manager of Atlanta Fish Market in the heart of Buckhead in 1996 as Atlanta hosted the Olympic Games, so I realize what an impact this event will have on the city.

Atlanta has hosted many big events over the years, and we know how to roll out the red carpet to show the world what Southern hospitality is all about. During the 1996 Olympics, the crowds were concentrated downtown, Midtown and in Buckhead, and the same will be true for the World Cup. If you are in those areas, especially downtown, BE PREPARED! On game days, visitors are going to gather downtown, and they are going to eat and drink at every hour of the day and night.

Thirty years after the Olympics, the Atlanta metro area has grown up and spread out. During their downtime, our international visitors are going to want to see what makes Atlanta and the surrounding areas a great place to visit and live.

Make Your Game Plan Early

This summer, we are excited to host many great events in the suburbs, including in Dunwoody, where my restaurants are located. The heart of that community, which we call “Funwoody,” is home to four hospitality concepts that I oversee: Bar{n} booze {n} bites, Morty’s Meat & Supply, Message in a Bottle and Good Vibes Ice Cream Shop & Soda Pop. These venues surround a courtyard with a huge outdoor screen, and we have built a reputation as a great place to watch big sporting events in the suburbs. We have been preparing for the upcoming FIFA World Cup for a year. Unlike the Olympics, there won’t be local matches every day, and we feel more people will want to watch the out-of-town games on a big screen and explore the local flair.

We don’t plan to make our World Cup events just about watching the games, but also about creating a place for the community to gather with activations for all ages. Our main attention will be focused on the USMNT games in the group stage, which are scheduled for 3 p.m., 9 p.m., and 10 p.m. respectively, but we also hope to highlight games featuring the top teams from around the world.

Having the game times at off hours, I predict people will want to stay close to home. We learned a lot during the European championships last year about which teams our guests support. We also learned that soccer fans love to celebrate. This means keeping the drinks flowing.

Set up a game plan with your alcohol distributors early. Partner with them to activate your restaurants and bars with games, giveaways and exciting promotions. We plan to do so, and also to offer special theme menus featuring different countries’ food and beverages to try to be as hospitable as possible. Other cultures from around the world differ on what time they eat their meals, so be prepared to open early and stay open late. Everyone will want to celebrate their wins and drink their losses away.

Don’t Forget the Locals

Remember that fans have been saving for years to attend this event. They are in our city on vacation, so make sure they are having FUN! Start getting the local community excited early with watch parties for all the U.S. friendly matches. On the off days during the World Cup, still bring the energy and excitement to your community about hosting visitors in from all over the world. We plan to offer trivia, Karaoke and dueling pianos events to allow our guests to show off the place they call home.

Everyone should embrace the excitement of this incredible event that happens every four years. Think differently about what to offer but be true to what makes you successful year-round, and don’t forget that your regular guests are always the most important people you serve.

To illustrate the power of this truth, I’ll share a story I remember from a busy night I worked during the Olympics. There was a famous basketball player coming to eat, and I wanted to move a table to accommodate him and his party. I asked the table, which was already seated, if they would move since we had a “famous person” coming in. The seated guest responded to me, “When all these famous people are gone, your not-so-famous locals will still be here.”

It was a big lesson for me to learn as a young manager, and one I would never forget. Your regulars want their “Cheers” long after the last goal has been scored. Your regulars are your cake, and all of these visitors from around the world are your icing.  Get ready, and enjoy the party!

David Abes owns DASH Hospitality Group, which operates numerous concepts in Dunwoody Village. Before founding DASH, David served as Director of Operations for Here To Serve Restaurants for 14 years; Regional Director of Operations for LDV Hospitality; and COO for the Buckhead Life Restaurant Group.