Despite dire predictions of hellfire

Despite dire predictions of hellfire, brimstone and bumper-to-bumper traffic, the much-feared (and much-hyped) "Carmageddon" that was expected to ravage all of Los Angeles last weekend was somewhat similar to the Rapture two months before — if it happened, most people didn't notice.

That's because, in large part, people seemed to stay home, which presented real opportunities for local businesses that could take advantage of the glut of trapped customers.

CalTrans boasted to media outlets that its aggressive print, broadcast and social media campaigns kept two-thirds of drivers off of compromised roadways, making travel possible for that recalcitrant 30 percent.

In Santa Monica, locals and local businesses jumped at the chance to market Carmageddon-themed deals, like $4.05 menus at Angel's and the Daily Grill, or drinks with names like "Flat Tire" beers and "Road Rage."
Businesses that could draw people in as gathering places reported that they had done well over the weekend, said Kim Koury, owner of Spin Public Relations.

To some degree, Koury and a team of friends, all young professionals in Santa Monica, are somewhat to blame for that.
The team also produced videos, created T-shirts and merchandise and reached out to local businesses to encourage 405 specials to create a party atmosphere out of what was expected to be a car apocalypse.

Car-mageddon debuted three weeks before the actual event, complete with a calendar, maps and a countdown to the closure.