To the rest of the planet the Super Bowl in the US might just be a glorified Cannes Lions Advertising Festival, with a bit of sport thrown in - but to host cities, it's a big deal.
So to coincide with this year's extravaganza, with a game taking place between Carolina Panthers and Denver Broncos during the breaks in ads, Utrip and the San Francisco Travel Association have teamed up to launch a web-based trip planning service
The idea is that although the majority of fans coming along will be focused on events at the Levi's Stadium in Santa Clara, officials should make the most of showcasing what else is on offer in the city for the tourist.
But rather than a traditional listicle-led website, simply showing things to do in, where to eat and sleep, etc, Seattle-based Utrip has gone down what it calls the "artificial intelligence" route.
Visitors to the site are asked their approximate travel dates, then what type of trip they expect to have...
...then users can play with the sliders to indicate their preference for certain types of activities...
...et voila, a guide for the entire trip, with suggestions for things to do and see, etc, during each day of a visit.
Utrip CEO Gilad Berenstein says:
"The Utrip trip planner combines recent advancements in artificial intelligence algorithms with the expertise of San Francisco locals in order to create trip plans that are optimized for geography, seasonality, special events and hours of operation."
NB:Super Bowl Levi's Stadium image via Shutterstock.