The 2026 Montana's Brier is proving to be a major boon for businesses in St. John's, Newfoundland, during a time of year when activity is usually slow. Curling fans from across Canada have flocked to the city to witness the elite competition at the Mary Brown's Centre, and their presence is being felt throughout the local economy.
Niall Hickey, co-owner of The Newfoundland Embassy pub, which is located near the arena, told CBC News that his business has been "absolutely bonkers" since the Brier began. He noted the pub has been consistently busy, with people coming and going all day and night. Hickey emphasized the importance of events like the Brier, stating the financial influx is both needed and necessary for businesses during this challenging period.
St. John's Mayor Danny Breen anticipates the tournament will bring millions of dollars into the city's economy. A report following the 2017 Brier in St. John's indicated the event generated $10.1 million in revenue across Newfoundland and Labrador, with the average fan spending over $1,300 in the province. Mayor Breen expressed that the city is receiving phenomenal feedback from visiting fans who are enjoying the city. Many visitors are also taking the opportunity to experience Newfoundland culture, including participating in Screech-In ceremonies.
The Brier is not only providing a short-term economic stimulus but is also fostering hope for future events in St. John's. Hickey hopes that the success of the Brier will attract other major events to the city, further bolstering the local economy. The 2026 Brier runs from February 27 to March 8.
