THIS IS KCRA THREE NEWS LIVE AT 11 P.M. MARCH MADNESS TAKING OVER SACRAMENTO TONIGHT. THE WOMEN’S NCAA TOURNAMENT KICKING OFF AT GOLDEN 1 CENTER. THE GAMES PLAYED HERE ARE EXPECTED TO BRING IN THE CROWDS AND MILLIONS OF DOLLARS TO THE REGION. SO HERE’S A LIVE LOOK AT GOLDEN ONE CENTER TONIGHT WHERE THOUSANDS OF FANS FROM ALL OVER THE COUNTRY REALLY CAME FOR THE NCAA WOMEN’S SWEET 16 TOURNAMENT. THOSE BIG CROWDS WILL BE SPENDING A LOT OF MONEY. AND WITH FANS AND FOOD LOVERS PACKING DOCO RIGHT NOW, DOWNTOWN IS THE PLACE TO BE TONIGHT. KCRA 3’S ANAHITA JAFARY IS OUT THERE LIVE FOR US. YEAH, THE TALENTED PLAYERS INSIDE THE GOLDEN ONE CENTER ARE NOT THE ONLY ONES HOLDING THE SPOTLIGHT TONIGHT. IT’S ALSO THE BUSINESSES OUT HERE. THIS TYPE OF THING BRINGS IN A LOT OF PEOPLE FROM THE OUTSIDE. CERTAINLY IT BRINGS IN PEOPLE FROM THIS REGION. BUT YOU’VE GOT UCLA PLAYING HERE. YOU’VE GOT NORTH CAROLINA PLAYING HERE. YOU’VE GOT PEOPLE FROM ACROSS THE UNITED STATES COMING TO SACRAMENTO, AND THEY’RE LOOKING FOR SOMETHING TO DO BEFORE THE GAME. SO THAT BENEFITS OUR BUSINESSES. THE LAST TIME THE WOMEN’S NCAA BASKETBALL TOURNAMENT WAS HELD IN SACRAMENTO WAS BACK IN 2010. SO THIS WEEK, BUSINESSES ARE GETTING A SLAM DUNK. IT INCREASES OUR BUSINESS REVENUE BY ABOUT 25% ON THE BOTTOM LINE. SO THAT’S REAL POSITIVE AND JUST A NICE VIBE. IT’S NICE TO SEE PEOPLE COMING IN AND VISITING OUR CITY. MAYBE THEY COME BACK, THEY COME BACK FOR ANOTHER CONVENTION OR JUST FOR A VACATION. WHETHER IT’S WATCHING PLAYERS SHOOT A SHOT OR COMING IN TO TAKE A SHOT. DOWNTOWN’S BAR SCENE IS READY. WE’VE ALREADY SEEN A TON OF SUCCESS JUST WITH THE LUNCH SERVICE SO FAR TODAY. JUST PEOPLE, A LOT OF PEOPLE. THE STREETS ARE BUSY, A LOT OF PEOPLE WALKING DOWNTOWN, A LOT OF PEOPLE STOPPING IN, JUST GRABBING A DRINK AND JUST PEOPLE LOOKING FOR A GOOD SPOT TO EAT. KEVIN MCBRIDE IS THE OWNER OF BUTCHER AND BARREL. HE SAYS LOCAL AND FAMILY OWNED BUSINESSES LIKE HIS ARE DEFINITELY SEEING A BOOST ONCE IT COMES SPRING INTO SUMMER. IT DOES SLOW DOWN A LITTLE BIT IN THE DOWNTOWN AREA, SO JUST BEING ABLE TO ADD THAT EXTRA, THAT EXTRA STEP FOR DOWNTOWN BUSINESSES TO BE ABLE TO SEE AN INFLUX OF PEOPLE COMING THROUGH THE NEIGHBORHOODS, A NIGHT OF PEOPLE LOOKING TO EAT BIG AND SCORE BIG. EVEN IF YOU’RE NOT GOING TO THE GOLDEN ONE CENTER TO WATCH A GAME, YOU CAN FIND ONE OF THE SURROUNDING BARS AND RESTAURANTS AND HANG OUT THERE. PARK UP, BRING YOUR FRIENDS OR YOUR FAMILY AND HAVE A GOOD TIME. NOW, IT MIGHT BE 11:00 RIGHT NOW, BUT THE NIGHT SEEMS TO STILL BE YOUNG. FOR LOTS OF PEOPLE OUT HERE THAT ARE LOOKING FOR EITHER GRABBING A BITE TO EAT OR GETTING A DRINK OR TWO. LIVE IN SACRAMENTO. I’M ANAHITA JAFARY KCRA THREE NEWS. THANK YOU. AN
Sacramento businesses see boost as fans gather for NCAA tournament
Downtown Sacramento businesses are experiencing increased revenue as fans gather for the NCAA Women’s Basketball Tournament at the Golden 1 Center.
Updated: 11:14 PM PDT Mar 27, 2026
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Downtown Sacramento is bustling with fans and food lovers as the NCAA Women’s Basketball Tournament brings crowds to the area outside the Golden 1 Center.Mike Testa, CEO of Visit Sacramento, said, “This type of thing brings in a lot of people from the outside. Certainly, it brings in people from this region, but you know, got UCLA playing here, you’ve got North Carolina playing here, you’ve got people from across the United States coming to Sacramento and they’re looking for something to do for the game. So that benefits our businesses.”The last time the women’s NCAA basketball tournament was held in Sacramento was in 2010, and local businesses are seeing a significant boost this week.Bob Simpson, owner of Parkside Bar and Townie, said, “It increased our business probably revenue wise about 25% on the bottom line. So that’s real positive and just nice vibe. It’s nice to see people coming in and visiting our city. Maybe they come back, they come back for another convention or just for a vacation.”Downtown’s bar scene is ready for the influx of visitors, whether they’re watching the game or just looking for a good time.Kevin McBride, owner of Butcher and Barrel, said, “We’ve already seen a ton of success just with the lunch service. So far today, just people, a lot of people and the streets are busy. A lot of people walking downtown, a lot of people stopping and just grabbing a drink and just people looking for a good spot to eat.”McBride noted that local and family-owned businesses like his are definitely seeing a boost. “Once it comes spring into the summer it does slow down a little bit in the downtown area. So just being able to add that extra step for downtown businesses to be able to see an influx of people, coming through the neighborhoods,” he said.Andrew LaFrance of the Downtown Sacramento Partnership said, “Even if you’re not going to the Golden 1 Center to watch a game, you can find one of the surrounding bars and restaurants and hang out there, park up, bring your friends or your family and have a good time.” See more coverage of top California stories here | Download our app | Subscribe to our morning newsletter | Find us on YouTube here and subscribe to our channel
Downtown Sacramento is bustling with fans and food lovers as the NCAA Women’s Basketball Tournament brings crowds to the area outside the Golden 1 Center.
Mike Testa, CEO of Visit Sacramento, said, “This type of thing brings in a lot of people from the outside. Certainly, it brings in people from this region, but you know, got UCLA playing here, you’ve got North Carolina playing here, you’ve got people from across the United States coming to Sacramento and they’re looking for something to do for the game. So that benefits our businesses.”
The last time the women’s NCAA basketball tournament was held in Sacramento was in 2010, and local businesses are seeing a significant boost this week.
Bob Simpson, owner of Parkside Bar and Townie, said, “It increased our business probably revenue wise about 25% on the bottom line. So that’s real positive and just nice vibe. It’s nice to see people coming in and visiting our city. Maybe they come back, they come back for another convention or just for a vacation.”
Downtown’s bar scene is ready for the influx of visitors, whether they’re watching the game or just looking for a good time.
Kevin McBride, owner of Butcher and Barrel, said, “We’ve already seen a ton of success just with the lunch service. So far today, just people, a lot of people and the streets are busy. A lot of people walking downtown, a lot of people stopping and just grabbing a drink and just people looking for a good spot to eat.”
McBride noted that local and family-owned businesses like his are definitely seeing a boost. “Once it comes spring into the summer it does slow down a little bit in the downtown area. So just being able to add that extra step for downtown businesses to be able to see an influx of people, coming through the neighborhoods,” he said.
Andrew LaFrance of the Downtown Sacramento Partnership said, “Even if you’re not going to the Golden 1 Center to watch a game, you can find one of the surrounding bars and restaurants and hang out there, park up, bring your friends or your family and have a good time.”
See more coverage of top California stories here | Download our app | Subscribe to our morning newsletter | Find us on YouTube here and subscribe to our channel
