SIOUX FALLS, SD (KELO) -- Sioux Falls businesses expect to cash in on curling.

The Olympic Curling Trials begin next week at the Denny Sanford PREMIER Center, attracting the top curlers from across the country competing to represent Team USA in the 2026 Winter Olympics.

The economic benefits of hosting such a prestigious sporting event extend far beyond the ice inside the PREMIER Center.

The sport of curling still involves a learning curve within the Sioux Falls business community.

"I know there's a big rock involved and definitely a broom, it looks like it's hard on the knees," Blue Rock Bar & Grill Director of Operations Rich Drawdy said.

But the rock that really matters to Rich Drawdy is the Blue Rock Bar and Grill and what kind of customer traffic his establishment will see with t

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