HOUSTON (WTVD) --Houston is preparing to roll out the welcome mat ahead of the Final Four.
More than 70,000 visitors are expected to descend upon the city this weekend.
Construction crews worked feverishly Wednesday to put the finishing touches on the George R. Brown Convention Center where Fan Fest will take place.
The three-day, family-friendly event features basketball clinics, autograph sessions with players, and tons of freebies.
"One of the best things for us is the business it brings to our community. We estimate about $150 million," said Rachel Quan, Vice President of Operations for the Final Four Houston Local Organizing Committee.
Visitors don't have to spend big to have a good time, though.
The March Madness Music Festival offers free concerts all weekend with big name artists.
"Everyone from Panic at the Disco, Maroon 5, Pitbull, Kendric Lamar," said Quan.
The city is taking its shot at showing off its talent, starting with a giant bracket commissioned by a local graffiti artist displayed inside the Hyatt Regency downtown.
UNC fan Keith Poole was one among the first fans to arrive in Houston. He hopes to score a ticket to the Final Four so he can watch his team in action.
"It's been a long time since we've been back, so I really want to see it," said Keith Poole.
Mayor Sylvester Turner is also eager to watch UNC play.
He joked with reporters Wednesday about his bracket, although he wouldn't say which team he thinks will win.
"Well, let me just say North Carolina, I picked. Oklahoma, I picked," he laughed. "If you're rooting for an underdog, Syracuse or Villanova. If you want to stay with the people who have been there many many times in the past, North Carolina and Oklahoma."
Turner agreed any win is a win for the city, no matter which team takes home the championship.
"We are a big southern town with plenty of hospitality, and we want people to really enjoy themselves," he said.
The Tar Heels arrived in Houston on Wednesday night.
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