Yeah, you put your product in front of big events/tourists and make yourself part of the party rather than shying away and saying "ooh that's a big event, let's not try to compete with that".
Took the Stampeders 50 some odd years of running away from Calgary with their tails between their legs every Stampede week, thinking they'd be an after thought, to actually try it this year with increased attendance and a huge, festive atmosphere at McMahon.
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