March Madness draws tens of thousands of loyal fans who travel and spend money on airfare, hotels, food, merchandise and transportation. The last time Houston hosted the Final Four in 2016, the event reportedly generated a $250 million impact.
March Madness draws tens of thousands of loyal fans who will travel and spend money on airfare, hotels, food, merchandise and transportation, says Michael Heckman, CEO of Houston First, the city's tourism agency.$19 million from the state Events Trust Fund, run by Gov. Greg Abbott's office, to offset expenses such as team transportation, venue rentals, public safety, volunteer uniforms, signage and Fan Fest concert staging, Burke said.
"We believe our downtown will be busier than it's ever been, aside from the World Series parade. But we're excited about that. We don't want to discourage people from coming. We just want them to plan ahead," Burke said."The Final Four is great for Houston. Houston will be put on the national and even international map because people from all over the world will be tuning in and watching," Burke says.
"It's a great opportunity for us to just shine. I think if Houstonians just be themselves — we know how to do big events, we show up. We are great fans. And I think if we do everything that we normally do, we're just going to be a winner."
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