"I think it's really exciting," said Ivan Estrada, a customer browsing local apparel options. "I feel like it's gonna give us an advantage for our teams.
I like seeing all the cultures in the U. S.
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I've seen videos of Scottish people in Boston, those are pretty fun."
While Estrada hopes for a Mexican championship run, he noted that historical powerhouses like France remain heavy favorites to secure the global title.
"But a guy can dream," Estrada said.
Beyond merchandise sales, regional hospitality venues such as the Cruz de Madera Taproom capitalized on the tournament by hosting free community watch parties to generate high customer turnout.
"We did expect a good crowd, but we didn't expect to be that packed," said Gilbert Cruz, co-owner of Cruz de Madera Taproom.
"We were pretty happy to be able to see the turnout, be able to see the community come together with this sporting event."
The business owners adjusted their operational strategy to ensure the establishment remained family-friendly and accessible to patrons of all ages during the international soccer matches.
"If you're thinking business wise, it would not be a good idea to only do 21 and over in such a small community," said Karen Cruz, co-owner and business consultant.
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"We also want to not just be a taproom and be known that we sell beer, but that we have a spot where you can bring your kids, you can bring your family and you can enjoy a good time."
