Earlier this month, Beyoncé’s much-anticipated “Cowboy Carter Tour and Rodeo Chitlin Circuit” made its second stop at Soldier Field in Chicago, drawing fans from both local and global destinations.
The influx of tourists created what has been termed the “Beyoncé bump,” a boon that local Black businesses and entrepreneurs embraced enthusiastically.
Chelsey Alexandrea Carter-Sanders, founder of the Chicago-based fashion label Alex Carter, received a unique opportunity to work on the wardrobe team during the Chicago leg of the tour. Reflecting on her experience, she expressed gratitude and excitement for the chance to contribute to a high-profile event.
Carter-Sanders highlighted the importance of local talent and resources, stating, “The locals in each city are pretty important, right? Because they come in with a list of opportunities and resources.”
As a St. Louis native and graduate of the School of the Art Institute in Chicago, she utilized her skills to create custom pieces for her clients, inspired by the tour’s cowboy theme. Fans attending the upcoming London stop can look forward to unique designs, including a range of chaps made from materials like suede and denim.
“No matter where she goes, the girls are interested in custom pieces, baby,” Carter-Sanders noted, appreciating the creative opportunities and the dedication required to complete custom orders.
The economic ripple effect of Beyoncé’s shows extended beyond Carter-Sanders’ fashion brand, impacting various Black-owned businesses across Chicago significantly.
Choose Chicago, the city’s tourism agency, celebrated a record-breaking weekend from May 11-17, revealing that nearly $85 million in hotel revenue was generated during that timeframe. This surge in economic activity coincided with Beyoncé’s concerts, as well as the National Restaurant Association Show.
Data reported by Bloomberg highlighted that hotel bookings on May 17th achieved records previously set by soccer icon Lionel Messi, marking a high point for the city’s hospitality industry.
Bronzeville Soul, a Black-owned eatery, also felt the impact of Beyoncé’s presence. The restaurant gained notoriety two years ago when Jay-Z made an unexpected visit during the Renaissance World Tour. Owner Mario Coleman attributed the moment as a transformative experience for the business, acknowledging the substantial momentum it generated.
“The element of that surprise was huge. It was overwhelming,” Coleman said, reflecting on the unforeseen boost Jay-Z provided to his restaurant’s visibility and growth.
This year, in celebration of the Cowboy Carter tour, Bronzeville Soul introduced the “Cowboy Carter” special, featuring a catfish fillet alongside two sides and a cornbread muffin. Additionally, they created a special inspired by Jay-Z’s order, which included beef short ribs and pound cake at a promotional price. Customers dressed in cowboy attire were also rewarded with complimentary house tea.
Coleman noted a notable increase in sales during the tour, claiming a 75% rise in catfish sales and 40% for short ribs.
“We do appreciate what’s been done for us. Through Jay-Z even coming to the restaurant, we 100% appreciate it, and anytime we get to show our gratitude, I think you’ll find us doing that,” he said.
Heather Bublick, co-owner of the barbecue restaurant Soul & Smoke, located at Soldier Field, reported an increase in sales that surpassed their typical concert sales. This surge was partly due to a stormy weather delay prior to Thursday night’s show, which led concertgoers to seek shelter at their booth in section 312.
“Certainly the first night was busy with a long delay that helped with sales,” Bublick explained, highlighting how extended visitor time translated to increased sales.
With nearly three seasons operating at Soldier Field, Soul & Smoke experienced a commercial boost reminiscent of their activity during the Renaissance World Tour. Previously, they had intriguingly marketed their vegan sliders by tagging, “Be Like Beyoncé. Eat our vegan sliders,” referencing the singer’s 22-day vegan challenge.
Eric Williams, owner of The Silver Room and Bronzeville Winery, reported increased traffic in both establishments during the Cowboy Carter tour’s Chicago stop.
The Silver Room, positioned as a community boutique in Hyde Park, hosted a pop-up by Nigeria-founded company Dye Lab amidst the tour, captivating many fans seeking local Black-owned experiences.
“When somebody comes in town to see Beyoncé from some other city, they want to know where the Black spots are at,” Williams stated, emphasizing the cultural draw and engagement from the concertgoers.
Bronzeville Winery also experienced a lively weekend with an array of Cowboy Carter-themed food and drinks on each night of the performances. The venue hosted a cowboy-themed pre-game link-up as well as a best cowboy ensemble contest, further fostering community connection and excitement.
Concertgoers were also known to park nearby at Williams’ establishments before catching ride-shares to Soldier Field.
Williams emphasized the unique advantages Black businesses enjoyed during the Cowboy Carter stop, attributing much of the financial success to the power of social media and heightened awareness of Black-owned businesses in various locations.
“If you are a culturally relevant or a culturally specific business to Black culture, and you had products or a restaurant, I can guarantee that they all saw an increase in sales,” Williams assured.
Notably, he remarked on the creativity spurred by the cowboy theme, which galvanized business owners to craft engaging experiences for concertgoers, enhancing the overall economic uplift.
“I don’t remember seeing the same impact [during the Renaissance World Tour],” Williams stated, expressing his perception that the thematic approach of the Cowboy Carter events generated greater excitement.
As the community celebrated Beyoncé’s embrace of country music—a genre deeply rooted in Black culture—he remarked, “I will say it was nice to see people embracing this music that, again, like, it’s our music, actually.”
In conclusion, the recent Cowboy Carter tour stop showcased how a major cultural event can activate local economies and spotlight the rich tapestry of Black-owned businesses, illuminating their contributions to the vibrant Chicago community.
image source from：https://thetriibe.com/2025/05/these-black-business-owners-say-they-benefited-from-beyonces-chicago-tour-stop/
