If I was a business that wanted people to come over to my physical location and see what is going on... I would get over to Zvents now and get some of my event information listed.
Because MS's Bing Maps newest app that shows local events pulls it's information from Zvents.
While I was doing this, I'd go ahead and make a Photosynth of my place and get it listed as well...
The new Bing Maps is creating so many different touch points to businesses... it's going to be interesting.