03-04-2025
San Antonio bars and restaurants gear up for Final Four tourism
Local businesses are anticipating a win this weekend no matter which team takes home the NCAA Men's Final Four trophy.
Why it matters: An estimated $257 million in direct spending from more than 100,000 visitors is expected to provide a major boost to businesses across the city.
"After the challenges of the past few years — road construction and seasonal slowdowns — this event brings a much-needed boost for local businesses," Lisa Wong, owner of Rosario's, tells Axios.
Flashback: When San Antonio last hosted the Final Four in 2018, 68,257 people attended the national semifinals, 67,831 showed up for the championship game and 145,000 fans flocked to the March Madness Music Fest.
The big picture: Downtown San Antonio has seen major growth since 2018.
Hemisfair, the site of the music festival, has undergone extensive upgrades.
A new hotel, Kimpton Santo, and the renovated Plaza Hotel are now open.
The area — along with adjacent districts like Southtown and St. Paul Square — boasts a lineup of trendy restaurants and bars that didn't exist seven years ago.
Zoom in: Hotel searches for downtown are up 119% year-over-year from March 2024 to March 2025, according to
What they're saying: Aaron Peña owns Amor Eterno and Gimme Gimme, which opened in Southtown in 2021 and 2023, respectively. He hopes visitors venture just a few blocks from downtown, spend their dollars locally and leave with a fresh perspective on the city.
"I view Southtown as the only true walkable neighborhood in the city that has dozens of locally owned establishments," he says.
Wong anticipates a surge in foot traffic and has extended her restaurant's hours — even opening on Monday, when it's usually closed.
The vibe: Jody Bailey Newman, owner of The Friendly Spot, is gearing up for her second Final Four as a business owner — and it's not just tourists she's excited to see.
"We love events that fill the neighborhood and downtown with visitors and locals alike. Our 15-year experience at The Friendly Spot is that NCAA events are just that," she tells Axios.
The bottom line:"San Antonio is a hospitality city," Peña says. "So along with hoping our economy and businesses are bolstered by the tournament, I hope guests who've never visited fall in love with our culture, hospitality and city."
