Bracing for another pandemic 

Submitted by Bret Wesley 

A new pandemic is expected to sweep through our region in the coming months. The source is a ball that drives fans into a feverish state. The wellbeing (physical, mental and otherwise) of a significant portion of the populace is likely to fluctuate considerably between onset of the symptoms and the aftermath of the final competition.  

You have surely been exposed to a form of this condition in the past, where many of those affected will break out into spontaneous, uncontrollable vocal utterances. Sudden repetitive, rhythmic gestures are also common, as are tendencies to display certain colors (red & gold, black & gold, or blue & crimson, for instance). It can be fatal (victims claim that poor performances or team losses kill them), but they can generally be resuscitated by particularly good plays and team victories. 

A new, more virulent strain has reached American shores and has been detected in various cities across the country. Experts expect a sharp increase in infection rates and are racing to prepare to respond to it. You are advised to become informed. Our communities will indeed be impacted, so we are providing this as a public service. 

The United States, Mexico and Canada will jointly host the 2026 FIFA World Cup next June. Each country will host 16 of the 48 qualifying teams from throughout the globe. One of the U.S. sites for the tournament is Kansas City. Six matches will take place in Arrowhead Stadium, including four early round games and two knockout games. Matches will take place from June 11 through June 19, but teams and fans will arrive well in advance.  

If your initial reaction is ho-hum, beware. NFL (American football) is a big deal in the U.S. and several other countries, and its fans can be devoted, passionate, even obsessive. But futbol / football / soccer is the #1 sport in most nations across the globe, and its fans take their allegiances to far loftier levels. Even if you don’t succumb to the fever, you will feel its effects. International tourists like to experience America, and once they make the big commitment to visit, they typically stay 2-3 weeks or longer. Traffic will be heavier. Restaurants, stores, and tourist destinations (especially those related to western heritage, National Parks, American sports, history and Americana artifacts) will be busier, too.  

It is estimated that the economic impact of visitors for the World Cup will exceed $40 billion for the three host countries, with USA getting just under half of the total. That’s strictly from the visiting fans! For perspective, that’s about double the comparable impact of the NFL, MLB and NBA championship playoffs combined. And it won’t be just the host cities that benefit. Because of the surge in demand, outlying towns up to 60 miles away will become a temporary base for teams and fans during the weeks of preparation and weeks of competition.  

So, plan to take advantage of the opportunities coming our way. Don’t be afraid to catch this fever (or to interact with others who have it). Area residents can capitalize on this major event in several ways.   

• Enjoy the competition. Whether you watch it “live” or on a screen, you will see some of the most elite athletes in the world in action. The more you understand a sport, the more interesting and impressive it is to watch. The same is true for football, baseball, hockey, gymnastics, rodeo and any other athletic activity. You’ve got months to at least learn the basics before the World Cup kicks off. You can find plenty of help in that regard on the internet. You might even attend a high school game in your area. 

• When you encounter World Cup fans --- and I guarantee you will --- treat them as you would like to be treated if you were the visitor. A friendly smile and greeting are never out of style. Be prepared to offer helpful advice regarding directions and places for dining, shopping, lodging and recreation. Brush up on museums and other tourist attractions by making time to visit a local Convention & Visitors Bureau or Welcome Center. You might find ideas there for your own enjoyment. 

• If you own or work at a business that could serve visitors who are here for the World Cup, consider how you might cater to their needs and interests. Post a World Cup logo at your location and on your ads and social media sites. Incorporate a welcoming message throughout the month of June next year.