Once a year, the Sidewalk Film Festival host its fundraising event, the Salsa Showdown. There are many attractions that day, including pinata smashes, salsa/ guacamole/ queso taste tests, and a children's play area. But the real highlight is the hot pepper eating contest, where contestants eat increasing spicy peppers up to and including the 'ghost pepper'--the hottest pepper known to mankind. There is no real reward, except bragging rights, yet it holds host to many university researchers, doctors, and other successful people from different walks of life. It is then truly, smart people being stupid for no apparent reason.