March Madness has reached the South Bay, much to the delight of businesses.
Merchants said the flood of revenue from college basketball fans in town for the NCAA tournament couldn’t have come at a better time.
Thousands of fans of Arizona, Arkansas, Texas and Purdue will pack SAP Center for Sweet 16 action Thursday evening. Two winners will meet in the Elite Eight on Saturday.
In response to all the fans in the downtown area, businesses are adjusting operating hours and adding staff.
The city said the idea is for visitors to enjoy the atmosphere in San Jose and encourage them to come back again.
