When February 13-15, 2026 rolls around, something magical happens: NBA All-Star Weekend crashes directly into Valentine's Day. And if you're in the food and beverage or hospitality game, this collision creates the kind of revenue opportunity that doesn't come around often: especially when it's all happening in Beverly Hills. For couples who want courtside thrills and candlelit dining without the hassle of navigating LA's infamous traffic, Beverly Hills is the only play that makes sense.
Smithfield President and CEO Shane Smith said that the deal was a "meaningful step" in the company's evolution. "Since entering into our licensing agreement in 2014, we have made significant investments to build and grow the Nathan's Famous brand," Smith said in a statement. "With our manufacturing scale, marketing strength, product innovation capabilities, and retail and foodservice channel expertise, acquiring Nathan's Famous will allow us to take the brand to new heights."
College football isn't just an athletic spectacle-it's a money-making powerhouse for the hospitality industry and the food & beverage sector. Last year alone saw consumer spending top $16.5 billion during football's peak season. With an estimated 13 billion meals eaten at tailgates annually, food and beverage operators are primed to score big, both in their dining rooms and via takeout, delivery, and catering. If you're a restaurant owner, food and beverage manager, or a hospitality executive looking for your next profitable play,
