CRDA Executive Director Michael W. Freimas, just outside the new sportsbook bar overlooking the arena at the XL Center in Hartford, Thursday, Aug. 31, 2023.
Jim Michaud/Hearst Connecticut MediaHARTFORD — A new marketing campaign and menu changes are increasing patronage at the XL Center's sports betting lounge.
Sports Bar & Fanatics Sportsbook opened in September on the Ann Uccello Street side of Hartford's XL Center. XL Center management claimed in January that losses expected to total $700,000 by the end of June were due to changes in vendors and the newness of the venue.
The Metropolitan Development Authority, which oversees the venue, said a marketing campaign launched in January and changes to staff and menus cut monthly losses by 50 percent through February.
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The changes are expected to cost XL Sportsbook $350,000 in losses by the end of June, with the potential for further improvement, CRDA Executive Director Michael Freimas said.
“Based on recent changes and a better understanding of the business, we have seen better results,” Freimas said.
Marketing efforts include billboards promoting the venue and advertisements on local radio.
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Sports Bar & Fanatics Sportsbook also has additional evening events planned, which should generate additional traffic. The CRDA report said the sports lounge attracts customers during weekend events, but weekday crowds are “minimal.”
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