Whether it was lacing up the sneakers, sitting in the stands at center court or taking in the interactive displays at the Indianapolis Convention Center, NCAA Hoop City refreshed by Coca-Cola offered basketball fans plenty to do when they weren’t in the RCA Dome attending the Men’s Final Four games.

More than 45,000 fans attended this year’s version of Hoop City, which over time has evolved into a significant part of the Final Four experience.

New York City-based Marketing Partners produced the event for the second time.

Greg Shaheen, NCAA vice president of Division I men’s basketball and championships strategies, applauded the firm for its strategic use of space. “This property is clearly headed in the right direction,” he said.

Hoop City is formatted in a city motif with a layout featuring brick storefronts and parks. The venue also has a center court area with bleacher seating and non-stop action to keep patrons entertained.

“You get more efficient when you understand how everything fits together,” said John Mousseau, the senior vice president of account management for Marketing Partners. “Hoop City is a collaboration among the NCAA, CBS, the corporate champions and partners, and local organizing committees. You become more efficient from year one to year two, and we will gain more going into year three.”

Scott Fosler, NCAA manager of promotions and special events, said Hoop City has evolved from focusing solely on basketball related activities to being an interactive festival with something for everyone, including other NCAA sports trivia games, historical displays and themed events.

For example, Cingular created the “Hall of Hoops,” which included a chance for fans to do the play-by-play of an actual NCAA basketball game, have their photo taken with the Naismith trophy or receive an autograph from a well-known former player or coach.

Pontiac featured a vehicle display, which included an area called the “Gamer’s Garage” that allowed fans to try all of the latest EA Sports NCAA video games on the X-Box 360 while relaxing on a comfortable couch in front a big-screen television.

Coca-Cola sponsored the POWERade 3-on-3 tournament and the NCAA Spirit of Champions Tour, where fans not only tested their basketball skills, but also tried their hands at football, baseball, golf, soccer, hockey and track.

The NCAA Hall of Champions also featured a display at which people could have their vertical jump measured and compete in a Jeopardy-styled trivia game.

“Each of the champions and partners got their own storefront and had more flexibility to use their creativity to do whatever they wanted inside their storefront,” Fosler said. “The Hall of Champions and Hoop City created a combination ticket so you could go to the Hall of Champions and Hoop City all for one price ($9 for adults and $7 for children).”

Surveys concerning the patron experience at the event are still being examined, but Fosler sensed a better atmosphere compared to that of last year in St. Louis.

“It seemed like there was more excitement this year,” Fosler said. “People stayed longer and more families took part in all the events. The corporate champions and partners know what they have to do and what keeps fans entertained. They stepped up what they are doing in individual areas.”

Shaheen also complimented the Indianapolis organizing committee for involving youngsters with events such as “Middle School Madness” and the “Circle City Dome Dribble.”

Mike Stanczykiewicz, the president and CEO of the Indiana Youth Institute, served on the committee and said he relishes the chance to do so again.

“The NCAA has created a model of what a large organization can do to involve young people,” Stanczykiewicz said. “Kids are part of the spectacle and special excitement of the Final Four. Young people can also see the value of sports to overall life development and academic achievement.”

NCAA officials said while Hoop City has evolved into one of the bigger attractions at the Men’s Final Four, there’s still room to grow. The next idea on the horizon? Crystal Reimer, NCAA associate director of promotions and events, said it’s adding flexibility to the venue.

“We’re studying to see whether Hoop City can be either an indoor or outdoor model,” she said. “Right now it’s just indoors, but if we are in a place like San Antonio, we may explore how it could be held outside. That will be a big consideration for us in the upcoming months. How do we add to the Final Four atmosphere?”

Judging from the popularity of the event, there’s no wrong answer to that question — fans in “the city” should continue to enjoy the experience.