LOUISVILLE, Ky. (WDRB) -- U of L's postseason ban is still not sitting well with fans. And the economic impact of that decision could cost the city of Louisville millions of dollars.

Deanna Epperly Karem, VP of Economic Development for Greater Louisville Inc., says that bars and restaurants alone could lose $5-8 million in potential revenue.

That's the low estimate according to Karem, who says that figure is what companies could experience for the entire tournament season without the Cardinals in the mix.

Some of those businesses are worried too.

JD Becker, for example, is known for its UK and U of L gear. This year, some Cards' items will be missing.

"We can get a regular season title shirt, but we won't be able to get conference championships or any NCAA Tournament stuff," said Trevor Dwyer, an assistant manager at JD Becker.

This will be the first time in 10 years that Louisville will not be making an NCAA Tournament appearance.

"It does hurt us, but, what I have noticed is, we thought that with this happening, we'd lose a lot of fans," Dwyer said. "But recently, even today on Super Bowl Sunday, we've had a lot of people come in to support them."

George Timmering is part owner of Bearno's By The Bridge and also a U of L fan and alumnus

He says the postseason ban will affect all 12 of their locations, and that could mean a loss of thousands of dollars per week.

"Ordering your pizza before, you know, a ballgame, is a ritual for a lot of U of L fans," Timmering said. "So we're gonna lose the ACC Tournament and the NCAA Tournament, and those are all times where ... people are ordering pizza and coming into the restaurants to watch the games."

Business, though, could likely pick up in late March. The KFC Yum! Center is one of four regional tournament sites for the NCAA Tournament.

It'll host two Sweet 16 games and one Elite Eight game, so restaurants and hotels will get customers.

But with U of L out, the city could still be losing and the fans aren't traveling.

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