We've been out there over the Final Four weekend the last 5 years and it is a fairly busy weekend. This is probably more from the spring break crowd (different times across the country). It's certainly not as big of an event as the Super Bowl or the opening weekend of March Madness. Some hotels have "events" planned each year, but not huge.
I think part of the problem with the Final Four is that fans don't know if their team is in the finals until about a week before the final. Not much time to plan. With the Super Bowl, you have a few weeks to plan a trip if your favorite team is in.
Bottom line: if you are looking for "cool events", you'll be better off the opening weekend of March Madness.