About 10 years ago, I performed a rheometer demonstration in the vicinity of Augusta, GA at this time of year. I remember three things from that trip. First, a hotel room that normally went for $60 cost twice that amount. Second, the TV in that expensive room did not work; the closed caption option was permanently turned on. Finally, the car rental company had the largest collection of Jaguars I'd ever seen. What was happening this time of year? Here's the answer.