Businesses can now include event listings in their Foursquare profiles. The location-based social network will display the events to users when they search for nearby venues, check-in and view previous check-ins.
Foursquare expands on existing listings for major events such as movies, concerts and sporting events. Businesses will now be able to post smaller happenings such as book signings or trivia tournaments.
The company hopes the feature will help businesses lure customers, giving it more leverage in future plans to monetize its local search capabilities.