San Antonio Final Four Weekend: A Creative Field Report by The Down Market

SAN ANTONIO, APRIL — Final Four Weekend

I had just come off a mind-bending visit to Mercer Labs in New York—light shows, immersive sound tunnels, the whole multisensory matrix. I was still buzzing from it all when I landed in San Antonio for the first time ever. I didn’t know what to expect, but the moment I stepped into Southtown, it was like, oh—this place moves different.

I posted up in an Airbnb that had big plant mom energy and windows full of golden light. First stop? Amor Eterno—a bar that feels like it was built for soft rebellion and good conversation. That night set the tone. The next morning, I hit Box Street All Day near Hemisfair for brunch and instantly fell in love with the energy. Everyone was dressed like they had somewhere cool to be and somewhere real to build.

And honestly? I was geeked. I was here with the new crew—The Down Market Creative Team—and we had full access to cover the Men's Final Four weekend. Our mission? Soak it all in, create, and document the culture in motion.

Stephanie Guerra from the Final Four Host Committee gave us the greenlight, and from there, it was game on. Our team—Kris on photos, Drew on video, and me capturing it all from the inside—was ready. We were here not just to cover the event, but to explore what it feels like when a city becomes a stage.

The first night kicked off at the AT&T Block Party with Doechii, Pitbull, and Ravyn Lenae. As soon as gates opened, it was like a high noon stampede. People sprinting to get front-row spots, energy peaking despite a storm cloud building overhead. When the rain finally dropped, it didn't stop anyone. We huddled in the lounge section, soaked and still filming. Laynie and Clair covered the influencer beat—from poncho fashion to rainproof makeup to Mr. Worldwide himself.

Day two: Fan Fest, presented by Capital One. The team had the opportunity to capture the full Fan Fest experience, which we loved—because we really wanted to see how something this big could bring the community together in such a positive way. We didn’t have all-access credentials for every event, but for Fan Fest? We were all in. It felt like SXSW but with more hoops and free snacks. One of the standout activations? Ice Kareem—an ice cream truck designed in honor of Kareem Abdul-Jabbar. Yes, we grabbed a cone. Yes, it was worth it.

Later that day, we wandered into the Tip-Off Tailgate, presented by Nissan. It turned into a networking hotspot. I ran into Dom and Mia, plus a whole crew of local creatives—photographers, stylists, designers, and event producers—each one leveling up just by being there.

We documented everything, from chaos to courtside. From the lens flares to the micro-moments. The whole weekend felt cinematic.

San Antonio showed out. The vibes were real. And honestly? I don't think any other city could've done it better. Until the next one.

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