Denver gets a piece of the March Madness action, and that includes a potentially big economic impact.

The Mountain West will host the first and second rounds of the NCAA Tournament at Ball Arena in Denver with games on Thursday and Saturday featuring Michigan, UC San Diego, Texas A&M, Yale, BYU, VCU, Wisconsin and Montana.

Based on similar events hosted at Ball Arena and depending on factors such as how well the visiting teams travel, Denver Sports Commission executive director Matthew Payne expects an economic impact in the $4-8 million range.

“From an economic standpoint, these games are great for cities because they bring in eight teams, coaches, bands and fans from across the country,” Payne said. “Denver will enjoy economic benefits as the NCAA community stays in local hotels, experiences our acclaimed culinary scene and explores our world-class museums and art galleries in between games.”

A new study from the Common Sense Institute Colorado published Tuesday found that attendee spending during Denver’s March Madness will produce $8-$15 million in personal income and $13-$23 million in GDP for the Denver metro area.

Consumer spending data from 2023, the last time Ball Arena hosted the NCAA Tournament, was used to estimate this year’s economic impact.

One way Denver is benefiting is through lodging with hotel prices expected to jump in downtown Denver for the tournament.

“For the 13 closest hotels to Ball Arena, the average nightly rate for a one-bedroom room jumped 18% during the round of 64 and by 40% for the round of 32 compared to average rates prior to the tournament,” the study said.

Attendees, both visitors and residents, are expected to spend around $12 million this week, which includes lodging, transportation, food and beverage, retail and recreation.

Much of that number is displaced spending, meaning that money would have been spent in the Colorado economy elsewhere without the tournament. Visitor spending data collected after the event will give a better sense of the tournament’s boost to the economy.

It will be the seventh time Denver hosts the NCAA Tournament after previously hosting in 2023, 2016, 2011, 2008, 2004 and 1999. The Mountain West was the host in each of these years except 1999, when it was hosted by Colorado State and the Western Athletic Conference.

To take part in March Madness, different conferences and institutions around the country work with an arena to put in bids to host in the tournament, according to Mountain West senior associate commissioner Javan Hedlund. Thirteen different venues and hosts are chosen for the seven rounds of the tournament.

Payne pointed out that with six professional sports teams and three downtown stadiums, Denver is known as one of the top sports destinations in the country.

“Our fans are loyal and help contribute to a lively environment at Ball Arena,” Payne said. “The Denver Nuggets have brought incredible energy to the city since 1976 and have grown alongside Denver’s five other professional teams. In 2023, the Nuggets, led by Nikola Jokić and Jamal Murray, won their first NBA Championship. Basketball’s energy in the city has increased over the past few years and has drummed up more excitement for NCAA.”

Denver is also an ideal site because of its location in the West.

“There are not tons of venues in the West like the East Coast, so there is not as big of a selection,” Hedlund said. “I think the NCAA likes coming out West, and Denver is a great city and Ball Arena is a tremendous facility.”

Denver International Airport is another feature of the city’s ability to host big events like the NCAA Tournament.

“As one of the most accessible airports in the world, it handles more than 1,600 flights per day and offers nonstop service to 225 destinations worldwide,” Payne said. “Denver is easily accessible for athletes and fans.”

Ball Arena has been one of the first arenas to sell out every year, including this year. There are no remaining tickets left for both sessions, Hedlund said.

“That’s also why they like to come back to Denver, every year we have had an NCAA Tournament in Denver it’s been a sellout,” Hedlund said. “Colorado has always been an undervalued college basketball state but has proven itself to be an amazing NCAA Tournament city with every single sell-out.”

Having the Mountain West logo and branding on an NCAA Tournament, especially in Denver, is invaluable for the conference. With a new look in 2026 with the departure of five schools, the Mountain West uses the NCAA Tournament as a tool to keep promoting its mission.

“Whoever is going to be in the conference in 2026 and beyond knows they are joining a league that cares about its student-athletes, cares about development and providing opportunities for student-athletes, and providing championship experiences,” Hedlund said. “We are excited about the future of the Mountain West and beyond.”

The Mountain West wrapped up its 20-games-in-seven-days conference tournament in Las Vegas on Saturday, and in less than 24 hours officials were in Denver to begin preparation for the NCAA Tournament starting Thursday.

That’s March Madness. But hey, the Denver economy isn’t complaining.