Roadrunners score behind-the-scenes look at NCAA March Madness

Students from UTSA’s Hospitality and Events Management program promoted the NCAA Men’s Final Four at the Diploma Dash in February. San Antonio will host Final Four events across the city this weekend.

APRIL 4, 2025 — This month, the NCAA Division I Men’s Final Four basketball tournament will arrive in San Antonio, bringing thousands of fans to the city to watch the conclusion of March Madness. In the months leading up to the tournament, a group of UTSA students has been working alongside NCAA leaders, getting an in-depth look at what it takes to organize this national sporting event.

The opportunity is part of a special yearlong course — MDS 4953: Final Four — offered through the UTSA University College’s Hospitality and Events Management (HEM) program, an academic track within the multidisciplinary studies bachelor’s degree.

The course blends traditional classroom instruction with hands-on activities, events and industry guest speakers, giving students practical experience that will prepare them for careers in fields including hospitality, tourism and sports management.

“As someone aspiring to work in the hospitality industry, I’ve considered a career in event planning, and I saw this course as the perfect opportunity to learn how these major events come together,” said UTSA sophomore Ellie Feeney. “What better way to understand the process than by working alongside the professionals who plan the Final Four?”

“What better way to understand the process than by working alongside the professionals who plan the Final Four?”

In collaboration with the NCAA and the San Antonio Local Organizing Committee (SALOC), the UTSA students were given the chance to work at multiple events across the city beginning in the Fall 2024 semester. These hands-on learning experiences gave them an opportunity to put their classroom knowledge to use in real-world settings while engaging with the community. Events included the Fan Jam, an interactive event featuring a pop-up basketball court and prize giveaways that has toured around the city, and Read to the Final Four, a bracket tournament where San Antonio third-graders compete to log the most reading hours.

“Being able to inspire young readers and getting them pumped to read books has definitely been one of my unexpected yet favorite moments in this class,” Feeney said.

In addition to NCAA-sponsored events, students conducted course activities during games for both the UTSA women’s basketball team and the San Antonio Spurs. While at the games, they were assigned mock roles such as security, facilities or operations. In those roles, they identified risks, mitigated potential problems and managed issues like crowd control in real time.

UTSA Assistant Professor of Practice Jonathan Gutierrez says he intentionally designed the course curriculum to incorporate weekly hands-on activities where students worked together to solve scenario problems, evaluate case studies or plan their own events.

“We’ve covered key concepts including project management, event marketing, communications, risk management, legal issues and more. Adding the experiential component on top of that is a great way for students to see these concepts in action and learn how it all comes together to ensure that an event runs smoothly,” Gutierrez said.

When the Final Four arrives in San Antonio this Friday, Feeney and her classmates will conclude the experiential component of their course by working as “point guards,” a leadership role where they will oversee local volunteers during various NCAA events taking place downtown throughout the weekend.

“This class has been an amazing experience,” Feeney said. “I have learned valuable skills and insight that I will carry on with me throughout my hospitality career.”

The HEM program is preparing Roadrunners for success in San Antonio’s booming hospitality industry through its thoughtfully designed curriculum and robust community partnerships. In 2023 alone, tourism contributed $21.5 billion to the local economy and over 147,000 people were employed in the city’s hospitality field. This demonstrates San Antonio’s continuous demand for professionals in these industries, which HEM program graduates will help fulfill.

The multidisciplinary studies bachelor’s degree offers about a dozen different academic tracks based on student interests and workforce needs. The University College is also home to several graduate and certificate programs, the Academic Introduction and Strategies program, the Writing Program, the Air Force and Army ROTC programs and the Dual Credit program.

— Chloe Johnson