March Madness is back in Milwaukee for the 10th time, and the second at Fiserv Forum, bringing college basketball players and fans here from across the nation.

Downtown was buzzing Friday as NCAA Men’s Basketball Tournament games got underway in the early afternoon at Fiserv Forum. The arena (and home team Marquette University) is playing host to six total games, including four first-round matchups Friday and two second-round matchups Sunday.

The event is expected to draw 19,000 attendees and generate $3.4 million in estimated economic impact to the Milwaukee area, according to Visit Milwaukee.

On Friday in Milwaukee, Iowa State defeated Lipscomb 82-55, Ole Miss defeated North Carolina 71-64, Kentucky beat Troy 76-57 and Illinois beat Xavier 86-73. That sets up Sunday games at Fiserv Forum of Kentucky vs. Illinois at 4:15 p.m. and Iowa State vs. Ole Miss at 6:45 p.m.

Much of the activity Friday afternoon and early evening was concentrated in Fiserv Forum’s Deer District and public plaza. Despite high winds, mid-50s temperatures and sunshine brought fans outside to congregate on patios, upper-level balconies and at the outdoor Beer Garden area, which was streaming the tournament games on its massive screen. The New Fashioned made a splash with a live DJ playing pop hits and staff members standing near the entrance with a microphone encouraging fans to grab a beverage at “Milwaukee’s largest sports bar.”

Other signs of March Madness were spotted elsewhere downtown, including a Kentucky Basketball coach bus parked outside the Saint Kate hotel, Illinois flags fastened to the outside of Uncle Buck’s, and Marquette flags along the bridges over the Milwaukee River. Marquette lost to New Mexico 75-66 Friday in Cleveland.

The NCAA Tournament provides a significant boost to downtown hotels, at a time of the year when business is typically slower. As of Tuesday, Marcus Corp.’s three downtown hotels, Saint Kate, The Pfister and the Hilton Milwaukee, were “close to” sold out, according to Dana Johnson, general manager of Saint Kate.

Johnson said she expects the same impact and national attention to Milwaukee that the 2022 NCAA Tournament brought.

“We have different teams this year, different fans that are coming to the market and we always find that when people come to our city and they experience our night life and our restaurants and our hotels, they’re so surprised and happy about what they experience here. And and they want to come back and they tell their friends. Just showcasing that on a national media stage really puts our city in a great great spotlight,” she said.

MILWAUKEE – A former high-end Milwaukee real estate broker charged with human trafficking, sexual assault and false imprisonment is headed to trial.

What they’re saying:

A district attorney’s office investigator and Milwaukee police detective testified in the case against 38-year-old Austin Chronister.

FREE DOWNLOAD: Get breaking news alerts in the FOX LOCAL Mobile app for iOS or Android

“He’d lift her up, underneath her neck, pick her up off the ground, and slam her onto the staircase landing,” said MPD Det. Michael Walker.

Walker testified a woman said Chronister sexually assaulted her. She lived with Chronister at a State Street home for roughly six-and-a-half years, along with other women – including the co-owner of the house, Attorney Christin Saint Pierre.

Saint Pierre was in court for Chronister’s preliminary hearing. She didn’t comment afterward. Saint Pierre is named in the complaint, but she is not charged in connection to the case.

“She was threatened at one time with being injected with some type of ingredient that would render her in a coma state,” said Sarah Blomme, an investigator with the Milwaukee County District Attorney’s Office.

Blomme testified a second woman said she met Chronister on a dating website. She, too, signed a contract but felt she couldn’t leave. The investigator said the woman described a sexual assault, as well.

SIGN UP TODAY: Get daily headlines, breaking news emails from FOX6 News

The women said they weren’t allowed to turn down sex and would be subject to punishment.

“Physically beating her or doing some sort of reprimanding if chores weren’t done,” Blomme said. “She was prohibited from attending family events.”

The women told investigators they entered into a contract as a part of a BDSM lifestyle to live at the home, but became unhappy with the living situation and wanted to leave but felt they couldn’t.

“Her participation in sex parties was consensual?” Defense Attorney Nicole Muller said.

“I think there were some parties that were, and some parties where I think she felt like she was expected to do it,” Walker testified.

What’s next:

Neither Chronister nor his attorney commented after Friday’s hearing, at which he was bound over for trial. He is due back in court next month.

MILWAUKEE — March Madness is taking over downtown Milwaukee! The Marquette men’s Golden Eagles will serve as one of the host schools for both the first and second rounds. Games tip off Friday afternoon and you can still score tickets.

Davidson Park is hosting the ultimate NCAA watch party on Saturday. The free family-friendly event is open to all fans, you’ll find a big screen, food, drinks, and merch giveaways. It starts at Noon.

The Pink Pony Club has arrived in Milwaukee! The Cooperage is throwing a Chappell Roan dance party on Saturday night. This party is 21+ and tickets start at $17.

If an older sound is more your style you can relive the rock and roll magic of Fleetwood Mac with ‘Rumors’ — a tribute band. They’re playing at the Marcus Center!

Wisconsin’s largest chili cook-off takes place Sunday at the Kern Center. Thousands of people show up to sample and vote on 40 different chili recipes. If you bring two non-perishable food items for the Hunger Task Force you’ll get two free sampling tickets.

It’s about time to watch on your time. Stream local news and weather 24/7 by searching for “TMJ4” on your device.

Available for download on Roku, Apple TV, Amazon Fire TV, and more.

Report a typo or error