A new study has found that March Madness could generate as much as $23 million for the Denver economy.
Six NCAA tournament games will take place at Denver’s Ball Arena this Thursday and Saturday, featuring some of the highest-seeded teams and drawing in tens of thousands of fans.
According to the Common Sense Institute (CSI), attendee spending—split between hotels, food, merchandise, and more—will total nearly $12 million. Many businesses, like the arena’s nearby hotels, have already felt the impact.
CSI found the spending could generate between $8-15 million in personal income and $13-23 million in GDP for the metro area, depending on how much spending and sales increase from 2023—the last time Denver hosted March Madness.