COLUMBUS, Ohio (WCMH) -- March Madness is here and there's certainly no shortage of excitement in Central Ohio. For businesses, this is one of their busiest times of year especially with Columbus being a host city for the women's tournament. Gibson Milburn with Fanatics Sportsbook said they've ha d over 300 people come through it's doors every day so far. "Some people are here, open til close, all day long. Just rolling their bets over, keeping it going, inviting their friends. People coming in and out," Milburn said. "Just a great time of year for sports betting and sports in general." Columbus ranks among world’s happiest cities Milburn said they hit capacity Friday for the Ohio State women's basketball game. To top it off, the Buckeyes captured a 71-51 win over Montana State in the NCAA tournament opener. "Bets going up," Milburn said. "Alcohol sales going up. Food going up. We can do more in these four days than some months we would do." Over at Parlay Sporting Club + Kitchen, general manager Jacob Hanna said it's also seeing an influx in people and sales. "Our sales are up anywhere from 45-50% from a normal week," Hanna said. Hanna said within an hour of opening Friday they had a 100-person party. On a good day, they see anywhere from 350 to 500 people all day.  "It's been crazy," Hanna said. "You know how it is, March Madness, great upsets, games coming down to the wire. People just getting outside, it's spring." According to businesses, preparations start long before March Madness even begins. But it's well worth it for one of their biggest money-making times of the year. "We've been waiting for March Madness," Milburn said. "We completely cleared out our dining room and put 80 cases of Miller, 80 cases of Michelob Ultra." For fans, it's something they too look forward to all year. "Things are just different in March," basketball fan Michael Strulowicz said. "Everything matters a little bit more. March is a time in the year where special things happen for unexpected teams." The Ohio State women's team has advanced to the second round of the NCAA tournament. The Buckeyes are set to face Tennessee at the Schottenstein Center Sunday at 8 p.m. ...read more read less