With time difference, bars expect Olympian struggle

Businesses might have to change up their playbook to get bums in the seats

Sports bars have tempered hopes of scoring big bucks during this year’s Olympic Games in South Korea because many of the major competitions will be held long before most Canadians have crawled out of bed. The time difference between Olympics host Pyeongchang and many Canadian cities will mean the puck drops for some hockey games as early as 2:40 a.m. ET, the opening ceremony will land at 6 a.m. ET and some snowboarders and skiers will take to the slopes at 2 a.m. ET.

The Olympics are usually a boon for bars equipped with televisions to broadcast high-stakes games and competitions — but this year “the timing doesn’t really work out,” lamented San Yoges, general manager of the Office Pub’s two downtown Toronto locations.

“I don’t really know how much of a boost we will really receive from the Olympics.”

Yoges said he’ll open early for the hockey semifinals and finals, and is toying with offering a breakfast buffet to lure in crowds. But for other competitions, the time difference means customers shouldn’t expect anything special, he added.

In the days leading to Friday’s opening ceremony, several bars across the country said they hadn’t had anyone reserve tables for viewing Olympic events yet, but hoped bookings would pick up after the opening ceremony, which usually amps up the Olympics hype.

In past years when Canada made the hockey finals, bars have hosted sold-out crowds, sometimes necessitating wait lists or extending party spaces with heated patios and rooftops.

During the 2014 Games in Sochi, Russia had so many people glued to their screens that Toronto and Edmonton malls and office towers rolled out lounges where fans could catch competitions if they couldn’t nab a seat at a pub. Restaurants and bars across the country were packed and serving beer at dawn to watch the men’s hockey team take down Sweden to win Olympic gold.

But with much of the action this year set to happen in the wee hours of the night, some regions have already made exceptions to allow fans to gather and imbibe in bars and restaurants in the early hours. Businesses in other areas of the country hope similar allowances will be made for them.

The city of Toronto has passed legislation allowing licensed bars and restaurants to start serving alcohol at 7 a.m. ET on Feb. 19, 23 and 24, when the semifinal and final men’s and women’s hockey games will be played.

For other provinces it’s been too early to make those calls, leaving bar owners’ Olympic playbooks still unwritten.