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For the first time since 2011, the NCAA Men’s Basketball Tournament returns to Newark.

The East Regional Sweet 16 and Elite 8 will take place at the Prudential Center. Games begin with Thursday’s doubleheader featuring Alabama (2) vs. BYU (6) at 7:09 p.m.; followed by Duke (1) vs. Arizona (4), with a scheduled tip-off time of 9:39 p.m. The winners of those two games square off Saturday night – with a trip to the Final Four on the line.

The excitement is palpable in the Brick City – with a slew of activations and activities slated.

Officials recently announced the launch of “Newark Fan Fest.” The mobile passport for visitors traveling to the city represents a collaboration between the City of Newark, Invest Newark, Newark Alliance, and the Arts and Education District. The stakeholders say the effort aims to engage visitors and encourage residents to explore the Arts and Education District’s small business and cultural institutions.

“We’re proud to showcase our vibrant downtown with its tourism and destination ecosystem to all who travel here for the courtside thrill of March Madness,” said Newark Ras Baraka. “This is an exciting opportunity to activate the vibrancy of our city, spotlight the diversity of our retail and entertainment businesses – and create connections and new memories with visitors and residents alike.”

“We launched Newark Fan Fest to welcome fans in our local businesses and cultural venues during the tournament – but the effort also strengthens Newark’s reputation as a go-to destination for entertainment and nightlife, supporting Newark’s long-term growth,” said Ashley Mays, chief real estate and marketing officer of Newark Alliance.

Key Newark Fan Fest features include:

• Accessible to visitors and residents through a QR code offered on a map/mini-guide available at hotels, businesses and online (here and here)
• Will provide details of special events, watch parties, local business and attractions, as well as exclusive deals and promotions
• Allows the holder to enter a “punch card” game with prizes corresponding to the number of events and businesses attended
• More than 25 participating Downtown Newark businesses
• “Home Court Marketplace,” a vendor and food truck market at Mulberry Commons. Produced by the Newark Parks Foundation, the activation will showcase more of the city’s offerings in addition to Newark-based merchandise from local makers
• Local tour company Have You Met Newark Tours will be visible on the streets in the District, guiding visitors, sharing recommendations and offering group-walking tours
• The Junction at Gateway Center is partnering with the Downtown District to present “Jewel Box Jams” March 28, from noon-2 p.m. at the Jewel Box located at the One Gateway Center, featuring live music by “Cadence Crew” and free giveaways (event is free and open to the public)
• Many restaurants at The Junction will also have extended hours and offer exclusive discounts to attendees during Fan Fest

Invest Newark CEO Marcus Randolph said this initiative is about creating connections between visitors and the Newark community.

“We are excited for visitors to experience our local retail, restaurants, and culture during this major event,” he said.