11 hours ago
ROANOKE, Va. (WDBJ) - Roanoke’s St. Patrick’s Day parade and Shamrock Festival rank among downtown’s largest annual events. Equally significant for local businesses is the bustling bar scene that follows.
Bars and breweries in downtown Roanoke reported that Saturday’s St. Patrick’s Day celebrations generated some of their highest sales volumes of the year.
Jason Martin, owner of Martin’s, explained that the street party setup—an arrangement not typical on regular weekends—increased their capacity by five to six times. This expansion helped the business achieve eight to ten times the usual Saturday sales on parade day.
“When the weather is beautiful like it is today, it could be eight to ten times busier than a normal Saturday,” Martin said. “It’s crazy. Obviously, our capacity is greatly increased because we host a street party, which we don’t normally do. That alone boosts our capacity by five to six times.”
Martin emphasized that events like Saturday’s are vital for business recovery after a slow winter.
“These outdoor events really help us get through the slow times,” Martin said. “We had a really tough January with the weather, so we’re still trying to catch up. This event is very important to the health of the business, especially St. Patrick’s Day.”
Olde Salem Brewery’s Roanoke location reported tripled business compared to a typical Saturday. Assistant Manager Stephanie Hernandez described the pace as nonstop.
“It is chaotic from the time the parade starts until at least dinner time for us,” Hernandez said.
Ethan Summerson, an employee at Big Lick Brewery, estimated that the brewery poured between hundreds and a thousand pints on Saturday. He noted that St. Patrick’s Day marks a seasonal turning point for downtown businesses.
“Every St. Patrick’s Day is kind of when you mark the end of the winter slow season,” Summerson said.
Summerson added that the event draws significant foot traffic, benefiting the wider downtown area.
“Many downtown businesses thrive on this kind of activity because people walk around a lot, moving from place to place,” Summerson said.
Hernandez mentioned that some customers stop in simply because of convenience and leave with a positive impression of the venue.
“They’re just stopping because it’s convenient,” Hernandez said. “Then they realize, ‘Oh my gosh, this is a really cool spot.’”
Downtown bars expect business to continue strengthening as warmer months approach.
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