From the big game to rock concerts: The real winners of big events

Major sporting and music events not only provide fans with lifelong memories and generate revenue for teams, producers, and sponsors but also significantly benefit the host city through economic stimulation and increased visibility.

In this article published April 7, 2024, in Forbes:

The NCAA March Madness Final Four basketball tournament is ironically played in April. This year's winning city, regardless of the teams playing, is Phoenix. The last time Phoenix hosted the tournament was in 2017, and a Seidman Research Institute study at Arizona State University's W. P. Carey School of Business found an estimated 59,761 visitors stayed an average of 4.16 nights and spent an average of $487.19 per day, with a total economic impact of $324.5 million.