The Super Bowl may not be until Sunday, but the festivities in Atlanta last all week.

Super Bowl fever is in full swing down south. The ‘opening night’ ritual has already taken place. It’s a chance for the media and some lucky fans to interact with the players prior to the big game. Tom Brady, for one, endured a marathon hour long press conference. The New England Patriots quarterback managed to maintain a smile as he bantered with media and regular folk alike.

Meanwhile, the ‘Super Bowl Experience’ is open for fans all week. The temporary theme park-like event allows football fans to play interactive football-themed games and meet with some of the players.

For most of the country, Super Bowl is a Sunday tradition. For the city hosting the Super Bowl, this time Atlanta, the Super Bowl means a week or more of events, parties… and a whole lot of tourists.