It's finally here! I know you've been waiting for it! It's another one of those calendar phenomenons: it's 11.11.11! It only occurs once every 100 years, so obviously it's a day for observance marked by immense celebration!

Clearly, I'm kidding – or at least I think I am! I was thinking about other interesting calendar dates this morning and realize I remember exactly what I was doing on 10.10.10. Of course, this is only because the bus driver on our Sound of Music tour is Salzburg, Austria, lamented that the "just married" couple in the horse-drawn carriage next to us was going to have a much easier time remembering their anniversary than he did.

It's amazing how many people seek out these unique dates for weddings. Heck, I might have even tried to snag a venue for my upcoming wedding on this date, if it weren't for the fact I've always dreamed of an August wedding. I really missed the boat on 08.08.08 a few years ago!

In addition to brides competing for the optimum location, movies and books set their release dates for 11.11.11, and Verizon is even releasing a new phone (at 11:11 a.m.). Many businesses are offering special "11-themed" promotions, as well. Deals and discounts abound throughout the 14 counties of the Finger Lakes, including hotel and inn discounts, antique carousel rides for 11 cents, $11 dinners, and a movie theater four-pack for $11. But here in Steuben County, something really special is taking place.

Of course, the first step to coming up with our promotion was to look beyond the unique numeric sequence. Friday also marks Veterans Day! Above all else, it is a day to remember all those who have done so very much for our country. It's a day to honor those men and women who gave of themselves to protect and defend our freedom. It's a day to give back – and maybe even pay it forward.

The 11.11.11 Flags of Thanks for Vets program is something our office is currently running throughout Steuben County. We asked our businesses to come up with special offers, and once they did, they received a stack of "Flags of Thanks" for customers to sign for veterans at the Bath VA and a family support group through the Hornell Armory.

The flags will be available in more than 20 businesses throughout the county from November 1-13, but it was up to the business to decide how long they'd like to run their promotion. Some are offering it the whole time, but others wanted to celebrate 11.11.11 and even that weekend. For example, Lime Berry gallery in Hammondsport is offering 11% off all jewelry from 11.1 – 11.13, while Finger Lakes Wellness Center and Health Spa in Bath will be offering 11% off all services on 11.11.11.

Some businesses are using their promotion as a way to give back. Cross My Heart in Avoca will be donating 11% of sales from November 9-13 to the Bath VA, while Connors Mercantile in Corning will donate 11% of sales on 11.11.11 to the Veterans Memorial Park in Corning. Other businesses are just plain creative! From 11.1 – 11.13, you'll be able to purchase a specially-labeled 14 oz. bag of Market Street Blend for $11.11 at Market Street Coffee & Tea. Take 11% off all red, white, or blue beads and jewelry at Soulshine Studio Bead Shop. A free guided tour of the Rockwell Museum of Western Art is available to museum visitors at 11:11 a.m. on 11.11.11.

Even hotels are getting involved! Get an 11% discount for the nights of 11.11 – 11.12, when you book on or after Nov. 1. Available at Comfort Inn Corning, Econo Lodge Painted Post, and Hampton Inn Painted Post.

"We are so proud of the many businesses who have stepped forward to participate in the Flags of Thanks for Vets program," said Peggy Coleman, President of the Steuben County Conference & Visitors Bureau. Each of us has been impacted by the selfless acts of veterans and our active duty personnel. It feels good to be able to support them and give a little bit back too."

Whether you plan to celebrate the special calendar date or let it pass by without a second thought, make sure to take a moment to remember those who spent so much more than just a single day fighting for our freedom.

For a full list of promotions, and to print a Flag of Thanks, visit www.CorningFingerLakes.com/thanks-vets. Remember, this weekend is Holidazzle, and there are nine Market Street businesses offering promotions. Stop in, take advantage of great deals, and sign a flag for a vet.