They painted the parking lot green. Well, except for where they used white paint to show the lines of the temporary soccer pitch, meticulously laid out to scale.
The artistically created pitch is the anchor to an outdoor seating area that includes a large-screen TV, a DJ booth, seating for more than 100 and everything else that’s needed to host a World Cup viewing party.
If you’re going to go all in, the little things mean a lot. That’s been the philosophy of Arturo Ortega, who owns La Fortaleza with his wife, Valery Madrigal, since they began preparing for the World Cup more than two years ago.
The Carlstadt location, one of five under their ownership, is located on Paterson Plank Road, just a mile or so from MetLife Stadium.
Its outdoor crowds — in addition to those inside the jam-packed building that seats 350 — are proving that it is one of the top places in New Jersey to watch a match.
Tonight, when Mexico meets Ecuador in a knockout-round match (a 9 p.m. kickoff in Mexico City) the best place to watch it in New Jersey might also be the best place to watch it in the country.
“It will be a non-stop party, an incredible night,” Ortega said.
He’s not overselling it.
***
Ortega and Madrigal didn’t stumble into this moment.
The day New Jersey was announced as host of the World Cup final — Feb. 4, 2024 — was the day they started planning.
The outdoor space. The DJ. The valet shuttle service that drops fans at American Dream — a short walk from MetLife — so they can get to matches at the stadium without battling traffic on the way in.
There is a partnership with Univision, which has broadcast live from the restaurant on match days. There has been a push to bring legendary players to mix with the crowd.
The ambiance is incredible. Best of all, it’s not forced.
Inside, the energy and the decor make the mission clear from the moment you walk in. Life-size cutouts of Leo Messi, Cristiano Ronaldo, Pelé and Hugo Sánchez surround a foosball table. Flags from dozens of countries line the walls. There’s another DJ.
Matches involving Mexico, Colombia and Ecuador draw the most supporters. The staff wears the jersey of that nation on that night.
It’s just one of the many reasons why business has been up by more than 30% since the start of the tournament.
Ortega can only imagine what Tuesday night will be like.
“It’s going to be incredible,” he said.
***
If you want to go, get there early.
La Fortaleza sits close enough to MetLife that stadium traffic on match days can make the approach complicated. Remember, France plays Sweden at 5 p.m. at MetLife.
But the location has its advantages, too.
Fans leaving MetLife after matches have no choice but to pass by — and the scene outside stops them cold. On Saturday night, BINJE saw numerous groups of English fans making their way back from the England-Panama match wander in during the second half of Colombia-Portugal. They had no plans to be there. The outdoor atmosphere pulled them in off the street.
They loved every minute of it.
That’s exactly what Ortega built it for.
“It’s not only Mexico — it’s Brazil, USA, Uruguay, Argentina — we’re trying to make everyone welcome,” he said.
The DJ helps. So does the fact that the kitchen stays open until 1 a.m. on big nights though Ortega said he could push it to 4 a.m. if the moment calls for it.
Tuesday night might call for it.
