The super-sized business of the Super Bow

SUSSEX COUNTY n For many, the Super Bowl brings super-sized business. The most widely watched sporting event in the United States is a time of super promotions, super celebrity entertainment and super funny commercials. On a national level, everyone seems to rake in the big bucks: the teams, the network, the host city and the advertisers who can scrape together the millions of dollars needed for their 30-second spots during the Big Game. According to CNN Money, the $2.4 million average price for a half-minute television ad is a six percent increase from 2004 and more than double the cost from a decade ago. By some estimates, FOX is on track to haul in more than $140 million from the broadcast. And Anheuser-Busch (of Clydesdale, frog and Bud Bowl fame) is currently slated as the biggest advertiser with five minutes of Super Bowl airtime. The Super Bowl economic windfall is not limited to the host city and large corporations, some area businesses expect to score a touchdown of their own catering to the party needs of local fans. Not surprisingly, Shop Rite Liquors expects to sell more beer. "We would see a greater increase if a local team were playing," explained Rich Toro, Ronetco wine and spirits merchandiser, "but we definitely see more kegs and more movement." "Customers seem to use the Super Bowl as an excuse to have a party," said Karen Meleta, Shop Rite spokesperson. Shop-Rite's "Big Game Party Blitz!" sales circular features deli platters, subs and shrimp rings, Price Plus discounts on cut fruit and vegetable trays, and sale prices on soda and snacks. As anywhere else, the impact of the Super Bowl on the local economy varies from store to store. Naresh Patel, owner of The Market Place on Route 23 in Hamburg, acknowledged an increase in traffic and sales, but said they were "nothing to write home about. People don't get together in the same numbers like if a local team were playing." Area liquor stores, like White Deer Liquor Store in Sparta and Wantage Plaza Liquor Outlet in Sussex, concur that they see an increase in beer sales the day before the Big Game, but that's about it. Local catering businesses appear to expect a slightly bigger surge. "We always incur extra catering. Customers order chili, hot wings, sandwich platters, salads, 6-foot subs n it all depends on what kind of money people are spending," said Julie Fuschino of Swing-In Deli & Liquors on Route 94 in Hardyston. "For the past three years we've always seen an increase from year to year (during Super Bowl weekend). It's hard to know just yet because people tend to wait until the last minute." Rich Sytsema, of Clove Brook Market Bakery Deli & Catering on Route 23 in Sussex, also expects a Saturday rush. "We expect orders, we just don't have them yet." Clove Brook's Super Bowl specials include buffalo wings, 3- and 6-foot subs, and a variety of hors d'oeuvres including stuffed mushrooms and fried potato balls. Although they may disagree on the outcome of the game, shop owners and managers agree that without a local team in the Big Game on Sunday, business for local