COVER STORY: How U of L’s jump to the ACC boosted Louisville’s economy

Beyond the fans, many of the traveling sports media and ESPN staff stay there during sporting events.

Ed Hartless, executive director of Fourth Street Live, said his venue stands out as a sports hub during NCAA tournaments and ACC events held in Louisville.

The downtown entertainment district posts banners of visiting teams and encourages out-of-town fans to schedule parties and small pep rallies before games. It also hosts U of L pep rallies that bring out everyone from Louisville Mayor Greg Fischer to the U of L Lady Birds dance team.

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