NCAA Men’s Final Four Creates Big Impact on Arizona’s Economy

The event also generated $256.9 million for the state’s Gross Domestic Product (GDP).

“Hosting the Men’s Final Four was a tremendous slam dunk for Phoenix, as we proudly welcomed the third highest attended event in its history,” Phoenix Mayor Kate Gallego said. “The influx of visitors significantly boosted our local economy, benefiting businesses, cultural institutions, and hotels across the city. I am extremely grateful to our dedicated Local Organizing Committee and the City of Phoenix staff for their outstanding efforts in showcasing our growing, glowing city and ensuring the event’s success from start to finish.” 

To measure the impact of Valley’s second Men’s Final Four, researchers conducted face-to-face surveys with 1,140 out-of-state visitors who came to Arizona for Men’s Final Four games on April 6 and April 8, 2024 at State Farm Stadium in Glendale. The UConn Huskies claimed their second consecutive national championship, prevailing over a field that included Purdue, Alabama and North Carolina State. 

The survey measured only new dollars that flowed into the state due to the Men’s Final Four. The study estimated that 114,984 out-of-state visitors came to Arizona primarily for the Men’s Final Four.

• 68,742 of these visitors had tickets to at least the semifinal games on April 6; they stayed 3.9 nights on average and spent an average of $482.39 per person per day. 
• 37,211 visitors came to the Valley exclusively for the national championship game on April 8; these visitors stayed in the Phoenix area for 2 nights and spent an average of $566.69 per person per day. 
• Ticketholders were accompanied by 5,662 friends and family without game tickets who spent an average of $441.37 per person per day – evidence of the Valley’s strength as a springtime tourism destination. 
• 3,369 out-of-state delegates attended the National Association of Basketball Coaches Convention, which is held at the Men’s Final Four site each year. 

The study found that spending by Men’s Final Four visitors created 3,374 job years employment and contributed $153.2 million to labor income in Arizona. The study conservatively estimated that Men’s Final Four also directly generated a total of $21.2 million in taxes for the State of Arizona ($12 million), Maricopa County ($2.2 million) and cities ($7 million). 

Ancillary events in downtown Phoenix also drew big crowds, with 67,451 in attendance at the NCAA March Madness Music Festival at Margaret T. Hance Park and 52,283 fans in attendance at the NCAA Men’s Final Four Fan Fest presented by Capital One at the Phoenix Convention Center.