The big draws in Las Vegas this weekend are college football and basketball. The Royal Purple Las Vegas Bowl and the Continental Tire Las Vegas Classic are expected to attract about 30,000 visitors.
Some hotels are filling fast and others are already at capacity.
For Derek Stevens, owner of downtown's The D Las Vegas, a high-profile sports weekend like this is just what he's looking for.
"We just rebranded a year and a half ago, so it gets us some exposure and it gets our name out there a little bit. Specifically, it brings in a whole lot of people to our front door," he said.
Stevens said December is typically slow in Las Vegas and he's hoping the traffic will make up the difference.
"NFR [National Finals Rodeo], you know, all of the cowboys just left town and all of the sudden we have this slow spot, so this is a very important event for all of Las Vegas as a whole," he said.
The football game is the big draw this weekend. Mountain West champ Fresno State will square off with the Pac-12's USC. The game is already sold out, with about 34,000 fans anticipated.
"They're all coming in and they're spending money. They are going to be gambling and going to our restaurants, shopping and getting our people back to work," Las Vegas Mayor Pro Tem Stavros Anthony said.
The bowl game is projected to generate roughly $20 million in non-gaming revenue for the city.
"These are two California teams. They're competitive California teams. They're in driving distance, and I think they'll want to come out here and watch a good football game," Anthony said.
On Friday, Fremont Street will host a pep rally ahead of the bowl game beginning at 6 p.m. Cheerleaders from both teams will be featured.
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