Organizers call it the greatest spectacle in American sports and some dedicated sports fans even regard it as a holiday. It is of course, the Super Bowl. Even though it all went down in Indianapolis, its effects are far reaching.

The Retail Advertising and Marketing Association projected that more than 170 million people would watch this year's Super Bowl, with the average game watcher expected to shell out more than $60 on merchandise and snacks for the big game. Here in Rapid City, one local restaurant has cashing in on their share of that money down to a science.

Assistant Manager at Buffalo Wild Wings Jessica Urban says, "We go through a lot more wings on Super Bowl Sunday, especially in our take out area. As you can see, out restaurant is maybe half-full but we're pumping out thousands of wings every 15 to 20 minutes."

Wings are obviously big business on a day like Super Bowl Sunday. Even before kickoff, Buffalo Wild Wings says they had already prepared more than 8,000 wings, which management says is right on par to match up with last year's total sales of more than 15,000.

Urban says, "We're right on track to be even with that or beat that, it just depends on how many people come in for the game."

Just across town, Best Buy says they bump up their sales staff along with their sales to cater to those looking for a better Super Bowl watching experience.

Best Buy Department Manager Gordon Ofstad says, "It seems like this time of the year we always gear up from a staffing standpoint because we get quite a few customers coming in and looking for those big screen TVs for the game. So, I know there's a lot of exciting Super Bowl Parties and that's definitely exciting for people."

He says the TV sales keep racking up, even right up to the last minute.

Ofstad says, "This morning we were actually pretty busy with people buying TVs right before the game."

He says surround sound systems also topped the list for Sunday's hot pre-Super-Bowl items.

Brendyn Medina