As the Patriots keep on winning, Foxboro-area businesses are reaping in the team’s success with a boost in productivity they haven’t felt since Tom Brady and Bill Belichick made Gillette Stadium the place to be in January.

Excitement is back at Patriot Place and in the surrounding suburbs after Drake Maye and Mike Vrabel spearheaded an impressive turnaround on the gridiron, resulting in significant gains for area business leaders.

Through the first half of January at Patriot Place, traffic has already spiked 20%, an increase that Vice President and General Manager Brian Earley says will continue to get better, “God willing.”

The Renaissance and Hilton Garden Inn, Patriot Place’s two hotels, are sold out this weekend for New England’s Divisional clash against Houston on Sunday, Earley said.

As soon as the Patriots started to look strong earlier in the season, he added, all 600 rooms at each home game became completely booked, and the trend has continued into the playoffs.

Restaurants are also seeing a “tremendous” uptick in traffic. Patriot Place has gained 21 new businesses since the Patriots last had a sustainable playoff run seven years ago, when New England won its sixth Super Bowl with Brady and Belichick in 2019.

“We’re back in terms of the buzz around the team and what that means to Patriot Place in terms of business,” Earley told the Herald, “and it is palpable here.”

“We have ‘Christmas in January’ because of these extra games,” the shopping center’s VP and GM added. “It can’t be more fun, and we kind of have forgotten how fun it was seven years ago, but it really is great.”

Around noontime on Friday, a healthy stream of Patriots fans could be seen trickling into the team’s ProShop and Hall of Fame, wearing team apparel and looking to stock up on the newest, coolest merchandise.

It’s been that way, no matter the day of the week, Earley said. “All you see here is Patriots gear, he said, “and we’ve missed that.”

Jessica Parks, general manager at The Harp, has worked at Patriot Place for the past four and a half years. January and February in the past were the slowest months, with nothing to attract patrons to the sports bar in the winter’s bitter cold.

That has all changed, now. “Nobody saw this coming,” Parks told the Herald. “We don’t really have any slow weeks, which is great. Our weekends are crazy.”

The Harp, overlooking Gillette, hosts Patriots All Access and WBZ’s pre- and postgame shows, attracting players’ families and passionate fans on gamedays, Parks said. The sports bar is bumping even on non-gamedays, with watch parties of games that have a direct impact on New England.

“The excitement is definitely in the air,” Parks said, “and our patio is definitely the place to be.”

About a half mile away at the opposite end of Patriot Place, Catalina Snape is seeing a record turnout at Six String Grill & Stage. The establishment achieved its highest attendance to date last Sunday for the Patriots’ 16-3 Wild Card win over the Chargers, the general manager told the Herald.

WEEI broadcasts pregame and postgame shows from Six String. The business already has plans in place for a Super Bowl watch party, regardless of whether the Patriots make it that far or not, Snape said.

“The managers who have been here since the start of Six Strings are explaining to me how game days usually go, ‘Oh, you might get a little push. It might be like some people filtering in throughout the day,” Snape said, “but it’s never been what they’ve seen these last few weeks.”

Eateries outside of Patriot Place are also thriving.

About eight miles down the road, Jimmy’s Pub & Restaurant in Mansfield is staying open later than its normal closing hours because of the team’s success.

George Pantos, who has owned the joint for 46 years, frequently advertises showing Patriots games on the restaurant’s social media pages. If the team wins again this week and advances to the AFC Championship, Jimmy’s will be open until midnight, four hours past its normal Sunday closing of 8 p.m., Pantos said.

“Having the Patriots involved is like a bright star,” he told the Herald Friday morning, wearing a gray team hoodie and red hat. “They’re back, they’re exciting. People learned from the past few years how bad it is when your team is bad.”

The long-time restaurateur, who has gone to three Patriots Super Bowls, added that Maye and Vrabel have sparked a different vibe in how fans want to watch the game.

“It was like, ‘OK, here we go again.’ And people had bought their 80-inch TVs and their entertainment rooms at home,” Pantos said, reminiscing. “But you missed the number one thing: Everybody around you. (It) adds more excitement to the game than when you’re home with a couple of friends.”

Business is booming in Boston. Nick Moniz, general manager of Banners Kitchen and Tap, next to the TD Garden, said the playoff run has had an “incredible positive impact” on his establishment, which boasts the largest viewing screen in the city.

“The excitement has already driven a significant increase in demand for reservations,” Moniz said, “especially with the Super Bowl approaching.”

Just four miles from Gillette, Mark McAuliffe, owner of Tessie’s Bar & Kitchen in Walpole, is taking pride in how his eatery has become a hotspot for fans and players themselves.

Cornerback Jaylinn Hawkins regularly appears at the restaurant, most recently visiting on Monday, the same day that rookie offensive lineman Jared Wilson stopped by. “There’s definitely a buzz around town that we’re in the playoffs,” McAuliffe said.

McAuliffe, who has owned Tessie’s since 2019, estimated his eatery is seeing a 20% increase in revenue.

“It’s definitely increased business,” McAuliffe told the Herald on Thursday, “and it’s definitely brought people in Walpole together. It’s a huge impact for the staff because they’re making more tips, and they’re getting more tables during the daytime, especially around the games.”

Brian Earley, VP Patriot Place. (Photo By Matt Stone/Boston Herald).