OPINION: CHEERS to football season and new legislation that can boost Nevada’s economy
by Brian Crawford
President and CEO
This article originally appeared on The Nevada Independent on October 8, 2024.
With the 2024 NFL football season officially underway, fans across Nevada are excited to once again cheer on the Las Vegas Raiders. Whether you’re tailgating outside Allegiant Stadium or gathering with friends at a local bar to watch the game, one thing is clear: Beer is an integral part of the football experience. From the clinking of bottles to the tapping of kegs, beer not only brings fans together but also plays a crucial role in supporting Nevada’s economy, especially as we continue to navigate the challenges posed by inflation and supply chain disruptions.
This is where the CHEERS Act comes into play. Introduced by Nevada’s Rep. Steven Horsford (D-NV), along with Rep. Darin LaHood (R-IL), the Creating Hospitality Economic Enhancement for Restaurants and Servers Act (CHEERS Act) is a bipartisan piece of legislation that aims to provide much-needed support to the hospitality industry.
This sector has faced unprecedented challenges during the past few years dealing with the fallout from the COVID-19 pandemic. As we enter another football season, the importance of keeping bars, restaurants and stadiums thriving cannot be overstated.
The CHEERS Act proposes a straightforward yet impactful solution: a tax incentive to encourage the use of kegs to serve beer. Kegs are not only the most energy-efficient way to serve beer, but they also ensure that consumers enjoy their beverages at the peak of freshness. By promoting keg use, this bill supports a more sustainable and environmentally friendly approach to serving beer, benefiting businesses, consumers and the environment.
The CHEERS Act is particularly relevant for a city such as Las Vegas, where the hospitality industry is the cornerstone of the economy.
Bars, restaurants and venues across Nevada — especially those in high-traffic areas such as the Las Vegas Strip — continue to face rising costs and logistical challenges. The tax incentive proposed by the CHEERS Act would allow these establishments to allocate more resources toward hiring and retaining employees, such as servers at your favorite local sports bar, ensuring that fans have the best possible experience when they come to watch the Raiders play.
Beyond the immediate benefits to bars, restaurants and venues, the beer industry has a significant impact on Nevada’s economy as a whole. According to the latest Beer Serves America report, the beer industry supported 36,488 jobs in Nevada in 2023, contributing $1.9 billion in wages and benefits.
The total economic output generated by the beer industry in the state amounted to $5.4 billion. This includes the 20,601 retail jobs directly supported by beer sales, jobs that are crucial to the livelihood of many Nevadans.
As the excitement of football season builds, it is essential to recognize the broader impact that beer has on our communities. Beer is more than just a game-day staple; it is a driver of economic growth, job creation and community well-being. The CHEERS Act represents an opportunity for lawmakers to support an industry that contributes significantly to Nevada’s economy and enriches the experiences that bring us together, whether in a stadium or a local bar.
As we raise our glasses to another football season, let’s toast a brighter future for Nevada’s hospitality sector and the many Nevadans who depend on it.
Brian Crawford is the president and CEO of The Beer Institute, the national trade association for the American brewing industry, representing large and small brewers, as well as beer importers and industry suppliers.
