So why should you care?
When it comes to local search and local SEO there are few more potent categories than events. Since there are always new events to publish, they offer a publisher a daily opportunity to capture new search traffic. And by coupling Zvents data with a strong domain such as a local newspaper, these publishers can typically rank at the top of the search engines for specific event searches.
While Zvents seems to be focused on large publishers as partners, even if you are a small site it might be beneficial to put a local event feed up. For example, a local plumber could display a list of all of the upcoming home improvement shows, etc.