Hold a New Tournament
Reason: held seasonally
Events: melee fighting, magical duels, jousting and throwing (javelins, etc)
Length: several days
Awards: first place winner(s)
Top Prizes: good equipment (armor, etc)
Crowd: cheers for specific competitors
Betting: unofficial - heavily punished
Other Entertainment: a storytelling contest, acrobats and jugglers and hired bards
Competitors of interest:
The proud youth who knows quite a few unorthodox tricks.
The odd foreigner who has more wit than skill.
The hulking barbarian who is very good.
The tricky rogue who desperately needs the prize.
The devoted cleric who is relatively well-known.
The local favourite who is surprisingly agile.