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For Dan Capozzi, the weeks preceding the Super Bowl are an exercise in multitasking, sleep deprivation and crisis management.

Together with his office staff, he'll work 14-hour days interviewing dozens of job applicants, fielding customer calls and logging schedules on a $10,000 proprietary software system. On Sunday, his company expects to generate up to 17% of its total annual revenue in a matter of hours. Mr. Capozzi's business: providing racy entertainment for Super Bowl parties.

Since its debut in 1967 as a lopsided novelty game between rival pro football leagues, the Super Bowl has become an unofficial American holiday with its own set of rituals and its own unique economy. In recent years, companies that advertise male and female "strippers" or "exotic dancers" for private parties have joined caterers, beer vendors and pizza-delivery shops on the list of businesses that have to prepare for an onslaught of sales on game day.

Tony Hassan of Erotic Image in Detroit with dancer Andria Harrison.
Super Bowl Sunday is the industry's busiest day of the year. Not only does the money earned during the game account for as much as a quarter of a typical agency's revenue, major agencies say the number of Super Bowl orders has been growing by 15% per year. Tony Hassan, the owner of Erotic Image in Detroit, says he's booked 150 shows for Sunday and will bring in as much as $45,000 -- nine times the normal revenue for a February weekend. "It's a little like the Christmas season for retailers," he says.