The Colonial Life Arena is once again set to host first-round games of the NCAA March Madness, bringing an expected wave of visitors to the capital city and a boost to nearby businesses.

Fans from across the country are traveling to Columbia for the tournament and local hotels and shops say they are preparing to deliver a memorable experience.

At the Hilton Columbia Center, staff members are focused on hospitality as bookings increase ahead of the games.

“Making sure that everyone feels like a VIP when they visit us here in Columbia,” said Michael O’Brien, hotel manager.

Preparations at the hotel include themed decorations, upgraded accommodations and increased inventory to meet demand.

“We’ve got VIP rooms, we are decorating for the team, we’re getting balloons, we filled out the bracket, we’re stocking shelves, making sure we have ample supplies,” said Shreya Patel, sales director.

Officials there expect a full house and a high-energy atmosphere throughout the weekend.

“Great energy, full house, just lots of fun — sportsmanship,” said O’Brien.

Nearby, Barefoot Outfitters is also preparing for an uptick in customers as fans gather before and after games.

“We get people wasting time before going into the game and then afterward, depending on how the game goes, usually we’ll get a lot of people in here celebrating,” said Abby Cummings, Barefoot Outfitters employee.

While businesses are ready to welcome fans from across the country, local pride remains strong. Many are rooting for the hometown South Carolina Gamecocks as the tournament begins.

“Oh, go Gamecocks,” O’Brien and Patel said.

“I’m hoping USC — that would be amazing to have another national championship from them,” Cummings added.

With March Madness tipping off, Columbia is preparing for a weekend of basketball, tourism and heightened excitement across the city.