“Who let the dogs out? (woof, woof, woof, woof…)” As my Borshoff colleagues and I stepped away from the Butler University National Championship Game Pep Rally on Monument Circle here in Indianapolis today, the familiar and singable Baha Men’s tune was blaring from the loudspeakers. No doubt about it – B.U. mania has hit epic proportions leading into tonight’s 2010 NCAA Men’s Basketball Championship game at Lucas Oil Stadium.

It’s not hard to love the Bulldogs. “The Butler Way” has provided the script for this sensational story that has not only inspired a team, but an entire university, city, state and beyond. But what makes it truly amazing is that the dance we’ve been preparing for as promoters for months is a dance at which we never imagined being guests. And THAT, my friends, is what has made this Big Dance one for the ages.

When our host city prepared to stage and promote a Final Four, we never knew who we’d be hosting. We worked hard for months to get our house in order, polished the silver and prepared to raise the roof – no matter who our guests of honor would be. Then, in one shining moment, the basketball gods smiled on a small, private institution in our own backyard and shazaam! WE become the belle of the ball (or in this case – the beau of the ball.) And what has resulted is electricity that defies explanation and contagious enthusiasm that energizes the soul – which makes the long hours of organizing and the stressful moments of detail attention all worth the while as promoters and marketers.

It has truly been an honor for Borshoff to be partners with IMG and the NCAA in staging and promoting the many fan events enjoyed by thousands these past few days. For tonight, we’re not only the hosts, we are also the guests. And oh, how I love the song they’re playing. Thanks, NCAA! And may I have this dance? (woof, woof, woof, woof…)

“Man – you’ve got a cool job!” said my son yesterday morning – as I was on my way to Lucas Oil Stadium to help coordinate the Final Four kick-off press conference with Mayor Ballard, NCAA brass and local civic leaders. “Just doing my job, Owen,” I said back – grinning inside because I knew what was ahead for this week; and partially wincing, because I knew what was ahead for this week.

There’s no doubt that I’m thrilled to be assisting the NCAA with local, grassroots marketing and publicity around all the fan events surrounding collegiate basketball’s showcase weekend – and with yesterday’s press conference, the good times have started to roll here in Indianapolis.

We last hosted this “dance” back in 2006,  and if this year is anything like last time, be ready to buckle up and party down. Here in 2010, the excitement at Monday’s press conference was already contagious as those planning these good times proclaimed that Indy’s more-than-ready – all the signage is up and THE floor is down. Teams start arriving on Wednesday; fans start swarming on Thursday; partiers come by the masses on Friday. And, for the 6th time since 1980, Indianapolis will again be diagnosed with Final Four Fever.

Yes – the week is finally here. See you at Bracket Town, or wait, how about the Big Dance music fest at White River State Park? Or how about those free practice sessions on Friday at Lucas Oil Stadium? Or maybe the slam dunk/3-point competition in the Convention Center? Just bring it all on!

No matter if you have a ticket or not, check out all the action at www.ncaa.com/finalfour.