Special events can be a little hard to keep track of in this busy world we live in. Almost every day there seems to be a “cause”, “event”, “anniversary” etc. However the opportunities for the savvy club, pub or bar operator to create additional in-house experiences for customers can be rewarding. Sift through calendar with enough lead time to promote it to the right segment of your customer base and you can strengthen their loyalty to your establishment. The annual USA Superbowl is one such event that may not capture the attention of all your die-hard AFL fans but you just might be surprised by who skips work to watch this one on a Monday morning! So what have you got to lose? You are certainly not competing with any major Aussie events. Of course you need to have access to the live coverage on some big screens and an area suitable for some loud cheering. Do you have a contingent of American students at a nearby University? Are there any ships coming into port with US crews? Is there a local ex-pat group that you can tap into? Is there a baseball club nearby that might also have the bug for gridiron? Call up your Budweiser, Miller or Coors rep for a deal and the all-important marketing collateral and decorations. Order the chicken wings, sliders and hot dogs. Deck out the service crew with the team colors and enjoy a cultural phenomenon from the good Ol’ USA !