By Brad Van Orsow – Director of Marketing at UrVenue
There’s preparing for a championship game, and then there’s preparing for March Madness.
It’s not just a game, it’s not just a moment, it’s a cultural phenomenon—one that sweeps up fans, fuels unforgettable memories, and sends revenue potential soaring across the hospitality and gaming industry.
Sure, nothing can quite top the spectacle of Super Bowl Sunday, but if there’s one event that commands the attention of sports fans for weeks on end, it’s March Madness. We’re talking about three adrenaline-fueled weekends of basketball, passionate fans, and what should be the three most profitable weeks of the year for hotels, restaurants, bars, and sportsbooks.
Yet, every year, many operators fail to capitalize on the tidal wave of demand, letting the opportunity slip through their fingers.
March Madness is more than a tournament, it’s a revenue multiplier. If your sportsbook and hospitality strategy isn’t built to capture the full potential of this moment, you’re not just missing out… you’re giving fans a reason to go elsewhere.
A Hospitality Goldmine
To put it in perspective: In 2023, sports bettors wagered an estimated $15.5 billion on March Madness alone, according to Statista. And that number is only climbing year over year.
But it’s not just about the bets—it’s about the experience. Fans don’t just want to place wagers; they want to live the game. They want the energy of the crowd, the thrill of the buzzer-beaters, and the all-inclusive game-day atmosphere that a well-orchestrated hospitality experience can provide.
The numbers back it up. A study from STR found that hotel revenues in host cities like Cleveland and Phoenix skyrocketed by 227% and 109% during last year’s tournament weekends. Meanwhile, in 2024, sports bars saw a 25% spike in new visitors—even those without a dedicated sportsbook.
Translation? If you’re not actively preparing for March Madness, you’re playing defense while your competitors are running up the score.
So What Is The Winning Strategy for March Madness?
March Madness presents a unique challenge: The action isn’t confined to a single game or a single day—it spans three weeks. Unlike the Super Bowl, which is over in a few hours, this tournament delivers repeat visitors, extended stays, and multiple opportunities to drive revenue.
So, coach, “What’s the game plan?”
1. Optimize Every Inch of Space
A great sportsbook experience isn’t just about screens and odds—it’s about showcasing prime real estate. Fans want the best seats in the house, and if you’re not optimizing your venue’s layout, you’re losing out.
Here’s where venue management technology changes the game. Smart operators use dynamic seating tools to:
- Maximize space utilization (VIP booths, communal tables, outdoor patios)
- Pay-part your seating for morning, afternoon & evening game action.
- The ability to execute real-time seating adjustments—every operations team’s dream!
- Offer upsell experiences with pre-booked seating for high rollers and superfans
Imagine fans staking their claim days in advance just to experience the atmosphere your venue provides.
2. Make Your Sportsbook the Star Attraction
If you’re a casino resort, March Madness should be your Super Bowl month instead of a one-day blowout, you get three weeks to create a must-visit sports viewing destination.
How? By ensuring your sportsbook is the focal point. Leverage signage, promotions, and easy guest flows to drive every visitor toward the sportsbook—whether they’re die-hard fans or casual watchers looking for a great experience.
And let’s not forget the F&B advantage.
March Madness isn’t a one-game-and-done event. Fans settle in for entire days of wall-to-wall college basketball. It’s not uncommon for fans to stay in one spot for 6, 8, even 10+ hours during the opening weekend alone—watching games from morning tip-offs through afternoon nail-biters and into the final buzzer of late-night thrillers.
That’s three full meal occasions—breakfast, lunch, and dinner—plus endless rounds of drinks, snacks, and celebratory (or consolation) shots. The right game-day menus, high-margin beverage promotions, and VIP packages aren’t just a bonus; they’re a necessity to capture the full revenue potential of the tournament.
Think about it: Every fan who could have left for another venue during the afternoon break but didn’t because your bar had a slam-dunk beer special? That’s real money retained.
Consider offering:
All-Day Viewing Packages – Bundled food & drink deals that keep fans rooted in your venue from tip-off to the final whistle.
Bracket Buster Cocktails & Beer Towers – Specialty drinks named after top teams or buzzer-beater moments to keep the engagement going.
Premium Seating with Tableside Betting Kiosks – If you offer in-venue betting, pairing it with VIP seating and elevated F&B perks can be a game-changer.
By catering to the all-day sports fan, your venue can turn every hour into a high-revenue opportunity. Because when fans don’t need to leave for food, drinks, or a better setup, they won’t.
3. Implement Smart Pricing & Demand-Based Revenue Strategies
Want to really win? Dynamic pricing.
With the right technology, operators can adjust seating prices in real time, offering premium reservations during key matchups and peak hours. Automated pricing adjustments not only maximize revenue per seat but also help with crowd control—ensuring a steady flow of guests throughout the tournament.
Beyond Casinos: Expanding the March Madness Playbook
The biggest misconception about sportsbook activations is that they’re limited to casino resorts only.
In reality, any venue that creates a great sports-viewing experience can tap into March Madness revenues.
From hotels and resorts to bars, lounges, small theaters and entertainment venues, every operator has an opportunity to create a compelling fan experience. Thanks to partnerships with brands like FanDuel, even non-gaming properties can integrate sports betting elements to elevate the atmosphere and engagement.
And if powerhouse brands like Caesars Entertainment are crafting immersive March Madness activations with their Hoops on the Strip campaign, there’s no reason independent operators or local hotspots can’t do the same—on a scale that makes sense for their market.
UrVenue provided Caesars a way to showcase and sell their inventory through a white-labeled microsite like hoopsonthestrip.com, creating an easy booking experience for fans. With this technology, operators can launch their own branded microsite that not only showcases inventory but also integrates team and affiliate links—allowing partners to promote to their networks and drive incremental business. It’s a powerful strategy that creates new revenue streams and enhances event-driven marketing messaging.
It’s a Full Court Press on Revenue this Month!
March Madness isn’t coming to your venue—it’s coming through it. Fans are already looking for the best places to watch the game, bet on their teams, and soak in the excitement.
It’s a free throw. You just have to take the shot.
About the Author
Brad Van Orsow is the Director of Marketing at UrVenue, driving innovation and growth in hospitality. With 15+ years of experience, he blends creative strategy with data-driven insights to enhance brand engagement. At UrVenue, he leads the marketing efforts helping individual venues, hotels, resorts, and mixed-use entertainment facilities unify bookings and optimize operations. A Business Administration graduate from the University of Nevada, Brad has worked with top travel, hospitality, and entertainment brands. He’s passionate about leveraging technology to simplify hospitality and shares insights through thought leadership and industry events.