Sandwiched between Seattle and Vancouver, Skagit Valley hopes to capture overflow crowds and international visitors during the global soccer showcase.
SKAGIT COUNTY, Wash. — With the FIFA World Cup less than two weeks away, businesses in Skagit County are preparing for what could be a once-in-a-generation tourism boom — and they’re not leaving anything to chance.
Conway’s Pub and Eatery, a 94-year-old fixture in Conway, is adding an 85-inch outdoor TV and at least 16 more seats ahead of the tournament, expecting to draw overflow visitors from a packed King County.
“The burgers and oysters have not changed. It’s the same as it was 30 years ago,” said Nate Sheridan, the pub’s owner.
An estimated 750,000 visitors are expected to descend on the region, generating an overall economic impact of around $845 million. However, original tourism projections have been scaled back in recent weeks due to lower-than-expected hotel reservations, and it remains unclear how much of that spending will reach communities outside Seattle.
Skagit County’s geography may work in its favor. Located roughly an hour north of Seattle and 90 minutes south of Vancouver — both World Cup host cities — the valley is positioning itself as a natural midpoint for international travelers.
“Some of the amenities we have are going to be a natural draw for people,” Mount Vernon Mayor Peter Donovan said.
The Skagit Tourism Bureau is promoting scenic stops along the Interstate 5 corridor.
“Skagit Valley is the perfect escape from the city and the ideal basecamp for the matches,” said Kristen Keltz, CEO of the Skagit Tourism Bureau. “Visitors can relax with scenic views, local eats, and charming small towns, enjoy watch parties right here in the Valley, and still travel easily to matches in Seattle or Vancouver. We’re close to the action but far from the crowds, and we have plenty of room to stay.”
This week, 6-foot-tall, soccer-themed signs are going up in Skagit County cities to direct visitors to local businesses.
“It’s a selfie opportunity and a place to find the letters in each town,” Mayor Donovan said. “It’s another opportunity to invite people downtown and find out what’s happening in Mount Vernon and other cities in Skagit Valley.”
Pub bartender Ashlie Phillips said she’s optimistic about the weeks ahead.
“I expect we will be busy,” she said. “Especially on a beautiful day. It’s just gorgeous up here.”
Sheridan echoed that confidence.
“It’s gonna draw a lot of people into this valley,” he said.
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