Sports pubs across Chicago saw a surge in business due to March Madness, a period of challenging times for the hospitality industry. Venues with affiliations with Big Ten schools and local alumni were particularly successful. University of Illinois fans were holding tables at Finley Dunne’s Tavern, which was established by alumni, was packed three hours before tipoff. The bar's General Manager, Peter Gertos, estimates game days generate four to five times the revenue compared to a typical day. The Last Call Tavern Group also benefited from partnerships with colleges and alumni groups at each of its nine sports bars in the city. The company is adapting to low alcohol consumption and offering more nonalcoholic beers and mocktails, particularly during Dry January.