LOUISVILLE, Ky. — If you’re following college basketball over the next few weeks, the city of Louisville is encouraging you to come downtown for the games.

Friday kicks off an effort to help businesses on Whiskey Row. Many bars, restaurants, and hotels participating in “Main Street Basketball Madness” will have specials on food and drinks and discounts on hotel stays.

“We’re hoping these watch parties and our $5 Old Forester Old Fashioned special will help kind of coax people back down into downtown," said Nicholas Trotter, a manager at Doc Crow's.

Thursday afternoon, city leaders were cheering for the home team.

“Regardless of what team we’re pulling for, I think we can all agree we’re rooting for our downtown Louisville to get back together,” said Karen Williams, President and CEO of Louisville Tourism. “We are that safe destination with our masks. We’ve got great museums, great restaurants, great attractions, so now we need to come back.”

Mayor Greg Fischer said the pandemic has been tough on downtown businesses, but he was looking ahead. 

"Our city was on a roll unlike any other city in the country and so there is no reason to suspect why we will not be back in that position very soon,” he said.

The specials begin Friday, March 19 at noon between First and Second Streets and run through the end of the tournament. Parking is free.