Magic City Hoagies & Sweets is transforming its downtown Minot restaurant into 'She Plays Here,' a family venue billed as the nation's first alcohol-free spot devoted solely to women's sports. Unlike many game-day bars that exclude minors at night, it offers girls a place to watch women athletes on screen.
A two-year partnership with basketball standout LeeLee Bell, a University of Oklahoma signee, anchors the project with ambassador visits and winter watch events. Every in-store screen is set to women's sports, and Magic City plans to launch a zero-proof drink line next year for the all-ages room.
An alcohol-free venue devoted to women's sports broadens game-day traffic for a fast-casual restaurant without relying on alcohol sales. One downtown Minot location also turns local sports viewing into a family occasion in the city, rather than a 21-and-over outing.
Image Credit: Gabriel Mejia / Vivvid Imagery
What's Driving This Trend
- Alcohol-free Fan Venues
- Family-friendly sports spaces are redefining game-day revenue models by replacing bar-centric viewing with inclusive environments for minors, parents, and community groups.
- Women-sports Watch Hubs
- Dedicated viewing destinations for women’s athletics create new sponsorship, programming, and fandom opportunities outside traditional male-dominated sports bar formats.
- Zero-proof Game-day Drinks
- Nonalcoholic beverage lines tied to live sports occasions expand concessions potential while aligning with wellness, inclusivity, and all-ages entertainment preferences.
Who This Affects Most
- Fast-casual Restaurants
- Restaurant operators can diversify foot traffic by pairing food service with purpose-driven sports programming that turns dining rooms into recurring community destinations.
- Sports Entertainment
- The growth of niche fan venues signals untapped demand for localized, screen-based experiences centered on underserved leagues, athletes, and audiences.
- Nonalcoholic Beverages
- Zero-proof drink brands gain relevance as alcohol-free social spaces become more sophisticated and seek premium alternatives to traditional bar offerings.
