Doug Mills/The New York Times

Throughout the week, Mike Tanier will be out and about and filing dispatches from the Super Bowl city.

INDIANAPOLIS–The Super Bowl Village allows visitors to throw footballs, take N.F.L. trivia challenges, watch live television and radio broadcasts, and buy anything on earth that can be deep fried and/or stamped with an image of the Lombardi Trophy.

It does not offer any opportunities to toss baseballs or shoot baskets, however. When it comes to other spectator sports, the N.F.L. makes the village as closed a shop as possible. Formula race cars with team logos earned an exemption – this is Indianapolis, after all – but only one competitive sport was unusual enough to slip through the cracks and earn a prime patch of real estate under the zip line entrance, practically the very “button” of the whole village.

The Super Bowl Village is not just the Epicenter of Awesome, but also the Command Center of Curling.

Ron Giedt, certified instructor for USA Curling and the director of the Circle City Curling Club in Fishers, Ind., is one of the organizers of a curling demonstration that has operated all week. Visitors wait in line to slide lightweight replica stones along a scaled-down curling sheet made from 48 feet of Lexan plastic. The stones slide realistically, as if on ice. Volunteers sweep. Giedt and his wife, 2002 Women’s National Championship Team member Kathy Giedt, spread the message about what Ron calls “the fastest growing sport in the U.S.A.”

“It’s a very social sport,” Giedt explained on Friday, describing customs such as broomstacking, in which winners and losers by each other a round of drinks. “When you curl against other clubs, you get to know other people well because you spend a couple of hours with them.”

The midday line for a chance to curl was nowhere near the size of the crowd approaching the zip line (which extends for over a block), but a steady stream of adults and children awaited a chance to kneel at the hack, or starting block. “We haven’t had any downtime,” Giedt said. The Circle City Curling Club has 61 members and takes over a skating rink on Friday nights and Sunday mornings for matches. The Giedts have handed out hundreds of cards for their club and for USA Curling.

The couple began curling in Chicago 17 years ago when some friends invited them to a local club.

“They took us over one night and we threw a couple of stones,” Bob Giedt said. “The following weekend we curled in a bonspiel,” or tournament.

For Bob, the sport remained a passionate hobby. For Kathy, who hails from Alberta, Canada, where the sport is far more popular, it became an obsession that transformed her into a championship-caliber competitor. “I used to curl Monday night, Tuesday morning, Wednesday morning, Thursday morning, Thursday night, Friday night,” she said. “You get pretty good at it.”

The curling exhibition appears to be achieving its objective of turning football fans on to the sport. Thirteen-year old Cody Martin of Bedford, Ind., saw curling during the 2008 Olympics but was not interested in it. He enjoyed his turn at the hack, but not enough to give up a more familiar pastime. “Curling is more original, but I would have to stick with bowling.” Martin and his brother, Devon, 8, ranked curling below cornhole and watching the Colin Cowherd radio program, but above several other activities in the Super Bowl Village.

Their father, Sam Martin, was more impressed by the sport. “I loved it. I’m taking the guy’s card,” he said. “The other sports that I’m playing now hurt my back.”

The Giedts, meanwhile, were eager for their shift in the Super Bowl Village to end. Or at least Kathy was. “We gotta wrap this up,” she said. “We gotta curl tonight.”

Mike Tanier writes about the N.F.L. for The Times, Football Outsiders and NBC Sports. If you are in Indianapolis, look for him out and about: he will be the one complaining about the lack of authentic cheese steaks.