Thanks to Sizzle Dining, Collier County restaurant owners are finding relief during what is typically their toughest month of the year.

In 2025, the event made a significant impact on local businesses.

Earlier this week, Collier County commissioners approved a $5 million increase to their advertising budget. Commissioners expressed a desire for transparency about where these funds are allocated to attract visitors to the county.

The tourism division stated that the additional resources will help maintain an international presence, including in Canada, while focusing on targeted digital campaigns and strategic partnerships in key domestic markets.

Local business owners are striving to keep their doors open. They credit Sizzle Dining and local support for helping them during this challenging period.

"I cannot tell you the warmth and the energy," said Zach Bingham of Old Vines staff. "So far, just at a glance, we’ve already sold more than 3,000 dinners. I didn’t even have a chance to look at the lunch numbers, but that’s a huge increase from last year."

Tricia Doran, manager at Bone Hook, emphasized the importance of the event.

"September is generally the slowest month for, or one of the slowest months for business down here for restaurants," said Doran. "So anything that we can do to help increase customers coming in the door is helpful. Sizzle Dining has definitely helped with the amount of guests coming through the door. We’ve, up to date, have sold almost 400 Sizzle meals."

Sizzle Dining wraps up in just a few days, but early signs indicate it has helped keep businesses busy.