Another Giant Parmesan Cracking Coming Up

It hasn't made it to the store calendars yet, but I saw signage at the Pearl Street Whole Foods indicating that they will be doing another mass parmesan cracking on March 10th, 3 pm Eastern time, which would be 1 pm for us. I think they already hold the world record for number of parmesan wheels cracked simultaneously, but then, how often is that done en masse? In the previous cracking, it looked like all but the smallest stores participated, and the festivities included sampling as well.