RIVER FALLS – After winning his second national title in as many years, UW-River Falls Head Women's Hockey Coach Joe Cranston said senior forward Bailey Olson is the hardest working player he's ever coached. Cranston should've seen Junior’s owner Jeff Wesley this past weekend.

How busy was Junior's Restaurant & Tap House this past weekend with the added influx of teams and fans in town for three to four days?

"Very," replied Wesley, "but that's the goal, right?"

Amherst College, Middlebury College, and Augsburg University were in River Falls for the NCAA Division III Women's National Hockey Tournament. UW-River Falls won the bid to host last fall in September and, luck of the draw, the Falcons were the fourth seed in the tournament. The Falcons' hospitality on the ice wasn't quite what the other teams were hoping for as they dominated both games enroute to back-to-back championships; however, off the ice, each team received the red carpet treatment from the black and red faithful.

"It was a great Midwestern welcome," said Amherst senior forward Anna Baxter. "The food was amazing and the people at the hotel were amazing."

"It was A-plus," said Amherst Head Coach Jeff Matthews. "We felt very welcomed and it added to the experience."

Wesley and Junior's served closed to 350 meals just to the players and team staff this weekend, including catering a dinner for 90 at the River Falls Golf Club for Middlebury and take out meals for Amherst on a couple occasions during the three-day visit. Augsburg stayed at the Radisson in downtown River Falls, which shares the same building with Junior's. The Auggies gobbled up three different meals courtesy of Mr. Wesley and crew.

"I emailed all the coaches and assistant coaches last Sunday and let them know how we could help them out," said Wesley.

Last year, UW-River Falls hosted the same women's hockey national tournament, but they only had a four-day notice, as the highest seeded team left in the Frozen Four automatically hosted.

This year, UW-River Falls Athletic Director Crystal Lanning said it was a bid process that began in February 2024 and was awarded this past September. The NCAA is beginning a four-year pilot program for the Division III women's national hockey tournament. This was the first year of the bidding process. Next year and in 2028, the highest seed left will host. In 2027, it will go out to a bid again.

"In the information we send to the teams, I made sure to include our Falcon sponsors as preferred vendors," said Lanning. "They’re doing everything they can to support us, so we want to make sure we're supporting them by giving them some business."

"Sports is tourism," said River Falls Chamber of Commerce Event and Program Manager Megan Hausch. "Our ultimate goal is to make our visitors feel welcome. We're trying to cultivate that repeat customer."

Hausch said the hotels have been busy and she's had to run around restocking the local tourism guides and brochures to the lobbies. The NCAA women's hockey tournament game days were on Friday and Sunday, leaving Saturday as an explore day for many visitors.

"I tell people to go to unique places like Eagle Eye Farms," said Hausch. "If you haven't been out there you should go. It's so much fun. I've had so many people tell me how cool our downtown movie theater is and, of course, I tell them to check out the iconic Swinging Bridge. That's beautiful every time of year."

Was Hausch speaking of Swinging Bridge Brewery and its bearded business wonder, co-owner Cory Hart?

"I meant the actual Swinging Bridge, but speaking of Swinging Bridge Brewery, those guys have poured their heart and soul into renovating that beautiful downtown building."

"We're firm believers if we support the high school and college sports, they'll support us," said Hart. "Plus, it's a lot of fun. Friday was pretty crazy."

The local economic impact for the three-day NCAA Women's National Hockey Tournament according to the state Chamber of Commerce formula is estimated at about $300,000. The formula estimates an average $100 spent per person per day for food and lodging for four days. A conservative estimate of 750 people was used for this story. Hunt Arena was filled to capacity with 1,500 fans.

One of those visiting fans was Jason Maher from Owatonna, Minn. Maher was in River Falls watching UWRF's Allisen Carothers, the daughter of a high school classmate and friend of his.

"Love River Falls and love Broz (Bar and Grill) and I love the Falcons, too," said Maher. "It's like they give me a key to the city every time I come here to watch them play. I don't think I'm a big deal, but apparently people in River Falls think I am."

Broz General Manager Derrick Arntz said he and his staff were busy all weekend, but he's developed a relationship with the UWRF women's hockey program over a few years.

"I communicate with a senior captain parent each year and coordinate with them for parent meetups before games when they're at home."

Bidding will begin next February to host the 2027 NCAA DIII National Women's Hockey Tournament. 

"If your women's hockey team is doing well, then you submit a bid," said Lanning.

There is no DIII women's hockey team in the country doing better than UW-River Falls. The Falcons just capped off back-to-back national titles and local business owners and Falcon fans can be grateful in more ways than one.