Buffalo Businesses Gear Up for March Madness Influx

Over 19,000 visitors expected to pour into downtown Buffalo for NCAA Tournament games

Published on Feb. 13, 2026

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With the NCAA Tournament returning to KeyBank Center in Buffalo on March 19 and 21, local businesses are preparing for a major economic boost from the expected influx of over 19,000 visitors. Visit Buffalo hosted a seminar to help hotels, restaurants, breweries, and attractions strategize ways to encourage visitors to explore the city beyond just the games and extend their stays.

Why it matters

Sports tourism continues to be a powerful economic engine for the Buffalo region, generating an estimated $81 million in Erie County this year. Events like March Madness provide a significant opportunity for local businesses to capitalize on the increased foot traffic and spending.

The details

To help local businesses make the most of the March Madness crowds, Visit Buffalo outlined strategies aimed at encouraging visitors to explore Buffalo beyond just the games, extending their stays and increasing spending throughout the city. Businesses like RiverWorks and Resurgence Brewing Co., located near the arena, are especially eager to welcome the influx of fans.

  • The NCAA Tournament games will be held at KeyBank Center on March 19 and 21, 2026.
  • Visit Buffalo hosted a seminar for local businesses in the weeks leading up to the tournament.

The players

Visit Buffalo

The official tourism organization for the Buffalo region, working to promote the city and support local businesses.

Josh Ketry

The chief operating officer at RiverWorks, a local business located near the KeyBank Center arena.

Conner Bradbury

The event sales manager at Resurgence Brewing Co., a brewery in the downtown area near the arena.

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What they’re saying

“That break in the middle, everyone gets out and rushes your restaurant all at once. So having four, or five, or six really good locations down here should really help with that. It's really changed how Buffalo is perceived on the outside.”

— Josh Ketry, Chief Operating Officer, RiverWorks

“I think it's huge for the city, and for us personally at Resurgence. Obviously we're downtown, the Old First Ward, and the corridor right near where the arena, where a lot of people are going to be.”

— Conner Bradbury, Event Sales Manager, Resurgence Brewing Co.

What’s next

The NCAA Tournament games at KeyBank Center will take place on March 19 and 21, 2026, providing a major opportunity for Buffalo businesses to capitalize on the influx of over 19,000 visitors expected to pour into the city.

The takeaway

By strategizing ways to encourage visitors to explore Buffalo beyond just the games, local businesses are positioning themselves to maximize the economic impact of the March Madness crowds and solidify the city's reputation as a sports tourism destination.