When Arizona wins, celebration spills across campus and into every bar on University Boulevard.
When Arizona advanced to the Final Four, bars along University Boulevard saw packed patios, long lines and some of their busiest nights of the year. From students streaming games to debating brackets, March Madness brought packed crowds to University Boulevard, boosting business for bars near campus.
For many businesses, the tournament is more than just entertainment. It is a critical revenue driver.
“March Madness is always exciting,” said Sabrina Herrera, hiring and training manager for Unique Concepts, which operates Gentle Ben’s Brewing Company. “But this year, us being good is insane for us. We’re getting hundreds of people each time it’s a game, and each game is getting busier and busier.”
As the Wildcats advanced to the Final Four, crowds and sales have steadily climbed. Herrera said the bar was preparing for its busiest outcome yet.
To keep up with demand, Gentle Ben’s had significantly increased its operations. Alcohol orders have roughly doubled compared to normal levels, reaching volumes similar to major events like graduation weekend.
“We are probably hitting our graduation par list,” Herrera said. “Our normal order is definitely doubled.”
The surge in customers required more than just inventory. Bars brought in additional staff, security and temporary workers to manage the influx while maintaining service quality.
“Definitely more security,” Herrera said. “We’ll bring on temp workers … and we max out everyone. Everyone knows if you work here, you have to work those big days.”
Gentle Ben’s has begun charging a cover fee during games, partly to account for guests who occupy space without purchasing food or drinks.
“That’s to kind of almost cover that loss,” Herrera said.
Other bars are seeing similar spikes, even if their approach differs.
At Frog & Firkin, front-of-house manager Brittany Gregory said March Madness consistently ranks among the busiest times of the year.
“Obviously, we want the Wildcats to go all the way, and when they do that, things are very good for us,” Gregory said.
Like Gentle Ben’s, Frog & Firkin increased staffing and security during tournament games, adding extra tables and chairs to accommodate larger crowds.
“We definitely beef up our staff,” Gregory said. “We bring in extra tables, extra chairs, and we try to be very organized.”
Unlike some neighboring bars, Frog & Firkin does not charge a cover fee, relying instead on reservations and consistent customer flow.
“The energy is very high,” Gregory said. “The crowds have been just super excited and just happy to be here.”
With hundreds of fans gathering in close quarters, safety has also become a priority. Herrera said increased police presence and preparations, including paramedics nearby, help ensure crowd control and prevent issues.
“We’re jam-packed,” Herrera said. “The police do a good job of just preparing us … that’s just to ensure everyone’s safety.”
For businesses along University Boulevard, the stakes of each game go beyond the bracket. As Arizona went through its Final Four run, each win brings celebration and a boost to the local economy.
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