Downtown Rockford is preparing for an influx of visitors attending the American Hockey League All-Star Classic this week, hoping to see a positive impact on local commerce. The event, taking place in Rockford, Illinois, has attracted thousands of fans, players, and coaches from various regions, including Milwaukee, Des Moines, and Canada.
Several downtown spots, including the popular Disco Chicken restaurant, have been highlighted on a visitor list distributed to attendees. Loretta Roberts, the general manager of Disco Chicken, shared that her team always braces for increased business during large events and is eager for the excitement this classic brings to town.
We are hoping that it draws people in,
said Roberts.
It is the first time in 20 years it has been in the Midwest. We get a nice push every time from the IceHogs games. We are hoping we get that same push and more.
Visitor Arrivals and Accommodation Plans
Tickets for both nights of the AHL All-Star Classic are nearly sold out, according to John Groh, CEO of GoRockford. The event’s headquarters hotel is centrally located downtown, with the Embassy Suites just a block from the BMO Center, where the games will take place.
Guests are at a few different hotels; the headquarter hotel is downtown with the Embassy Suites just a block away from the BMO Center,
Groh explained.
February is typically slow for downtown businesses, so this event offers a much-needed boost. Roberts welcomes the chance to attract newcomers to local dining and entertainment options.
Anything to get people downtown and trying places they haven’t, we look forward to,
Roberts said.
Increased Traffic at Local Museums and Attractions
The excitement is not limited to restaurants and shops. The Discovery Center, located at 711 N. Main Street, is experiencing higher visitor numbers than usual for a Tuesday, according to Meredith MacKay, the center’s Advancement Director.
Tuesdays are always a little slower historically, but we have seen a very busy Tuesday,
MacKay noted.
Other nearby attractions within Riverfront Museum Park, such as the Burpee Museum and Rockford Art Museum, have also drawn interest from visitors. MacKay highlighted the variety of activities available for out-of-town guests.
When people visit from out of town, there is always so much for them to do. We love having people come through the front doors,
she said.
The Discovery Center tracks out-of-town visitors by recording zip codes at entry, helping to measure the event’s regional impact.
Boosting Rockford’s Profile in Sports Tourism
John Groh hopes the All-Star Classic will highlight Rockford as an attractive destination for future sports events. The city is scheduled to host major tournaments like the 2026 Iron Man and the Baseball for All tournament, which could build on the momentum from this event.
It is great to see the influx of visitors and the prestige this event brings to our community,
Groh said.
Limited tickets remain for the Wednesday night All-Star Challenge, featuring a 3-on-3 tournament with four teams competing in six eight-minute games and a final championship match.
The event’s success may lay the foundation for Rockford’s continued growth as a hub for sports tourism in the Midwest.
