RICHMOND, VA (WWBT) – From tour buses in New York City to bill boards counting down to the big games, all eyes are on Richmond. Local businesses are banking on it.
"These are the famous Spider Sliders," said Kyle Measell with Phil's Continental Lounge.
Phil's Continental Lounge in Grace is where you find all things Richmond Spiders.
"It's phenomenal. It's brought a big stir to Richmond. It's the greatest thing going on in many, many years," Kyle said.
If Spider Sliders aren't your flavor, how about the Joey...Rodriguez that is.
"[It's] really popular. People have found out about this restaurant because of the sandwich," said Kendra Feather, Garnett's Cafe.
Garnett's Café began selling the turkey, bacon, Swiss with jalapenos and caramelized onions this week in honor of VCU's star point guard.
"As a business it makes sense to be a cheerleader for your own town. You're not going to go anywhere. You need to support your community because it will support you back," Kendra said.
Broad Street's Lift Coffee Shop is stirring up March Madness with the Sweet 160z coffee...amaretto and mocha, also known as the black and gold.
"I graduated from VCU two years ago, so I'm definitely a VCU supporter," said Tyler Payne, Lift Coffee Shop.
Whether you're cheering for VCU or the Spiders it seems everyone has a sweet spot for this tourney and its followers. Ukrop's Homestyle Foods made 4500 cupcakes and 20,000 cookies to sell at Martin's to prove it.
"They're representing they're universities and their families. All of us in Richmond can be very proud of what these young men are accomplishing and the attention they're drawing to our great city," said Bobby Ukrop, Ukrop's Homestyle Foods.
Chick-fil-A is offering a free chicken sandwich if you wear either school's colors. Moe's is giving away guacamole. Many others are also offering 16 to 20 percent off deals.
For a full list of deals being offered today and a list of area bars and restaurants holding watching parties, click here.