Speedway businesses anticipate boost as Indy 500 crowd returns with drinks in hand

SPEEDWAY, Ind. — With just three days to go before the 109th running of the Indianapolis 500, local businesses in Speedway are preparing for what could be a record-breaking weekend, thanks in part to a new policy allowing open alcohol containers along Main Street.

For the first time during the Indy 500, the town’s Designated Outdoor Refreshment Area, or DORA, will be in effect, giving visitors the ability to purchase alcoholic beverages from six registered establishments and carry them outdoors within the designated area.

Tammy Frost, general manager of Brozinni Pizzeria on Main Street, said she expects large crowds and a surge in business this weekend.

“We are going to have a lot of people — a lot of happy people — out walking the streets,” Frost said. “They’ll be able to go to different restaurants, even just pop in, grab something to drink, and take it with them into another business.”

The DORA ordinance passed in July, but this is the first time it will be in effect during the city’s busiest week of the year. Frost said Brozinni Pizzeria has stocked up on more than 2,500 plastic cups to prepare.

“We use a lot of plastic cups anyway, just to save on our dishwasher,” she said. “We’ve been stockpiling. Inventory can be short this time of year because everyone along Main Street needs cups.”

Just down the street, Marley Mann of Barbecue and Bourbon echoed the excitement, saying the DORA is a major win not just for bars and restaurants, but for all businesses in the area.

“It’s big for all of our businesses because we’re all so small and so different — we’re not really in competition with each other,” Mann said. “People can just get alcohol wherever they want and enjoy all the shops.”

Mann added that the week surrounding the Indy 500 is the most important of the year for many service workers and small business owners.

“It’s what the bartenders work for, what the servers work for,” Mann said. “Everybody comes to Speedway for this one week.”

As race day approaches, local businesses are hoping the crowds that fill the Indianapolis Motor Speedway will also explore Main Street — drink in hand — and experience a taste of Hoosier hospitality.

“Every year we just hope for the same thing,” said Frost. “That people come in, enjoy the race, support our small businesses, and experience what makes Speedway special.”