Jacksonville businesses benefit from first night of March Madness

March Madness is calling Jacksonville home, and local businesses are raking it in.

Before their game Thursday, Kentucky fans packed into Manifest Distillery.

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Owner Tom Johnson said business is booming.

“It’s been an incredible start to the NCAA tournament, which is to me one of the greatest sporting events that you can actually attend,” Johnson said.

“It’s money for the city, for small business like us and Intuition Ale Works,” he added. “It’s great.”

Businesses like the Jacksonville Sports Tavern near the arena also staying packed, as city leaders estimate a $10 Million economic impact from the NCAA tournament.

“It comes in waves,” said owner Warren Merrill.

The fans coming here to cheer on their teams have nothing but good things to say about the river city, which they say plays a great host for the madness in March.

“Phenomenal, we’re getting ready to go in so we’re getting amped up,” said U.K. fan Lauren Rogers.

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Cox Media Group