Luigi's Slice, 20th Street's Brooklynesque pizza joint, celebrated its second anniversary by borrowing from a New York tradition - the eating contest.

"It was the Fourth of July, and we were watching Joey Chestnut win the Coney Island hot dog-eating contest," Linda Brida, event organizer and wife of owner Greg Brida, explained. "Greg and I talked about how fun it would be to hold an eating contest for the second anniversary of Luigi's Slice; and six weeks later, we're here."

The 'Luigi's Slice First Annual Pizza Eating Throw Down,' held at 6p.m. on Aug. 22, drew two dozen contestants ready to frantically eat their way to a $500 prize.

A few challengers were seasoned eating contest veterans. "I once ate 67 plates of sushi in college," said Kirk, a hopeful contestant. "I almost won. I never lost it though, you're just in the bathroom for a whole day."

Many others never participated in an eating contest, but are avid fans of Luigi's. "I love this place," exclaimed Pat Guild, contestant and Midtown resident. "I used to go to the original Luigi's Pizza [on Stockton Boulevard]. It's cool that this place is closer, and you can get it by the slice."

Hopeful City Councilman County Supervisor, contestant and frequent Luigi's patron Phil Serna was also in attendance. Standing beside longtime friend Greg Brida, he enthusiastically explained that he would do, "anything to help promote Midtown and Downtown business."

As the crowd assembled, Linda Brida explained the rules. The contestants had 10 minutes to eat as much pizza as possible.  Contestants all had buckets, and if they puked, they were out. Additionally, the contestants could only eat one pizza at a time. And they were to all sign standard legal waivers.

Amid shouts and cheers from the crowd, the contestants were individually called to their positions. The crowd grew anxious as dozens of pizzas were placed on the tables.

Then it began.

Audience screams oddly juxtaposed the baffling scene of 23 men and one woman stuffing their faces with warm, water-soaked pizza. Like tired swimmers catching their breath, the constants would sporadically relieve their stuffed mouths with orange water stained by repeated pizza-dunking.

"Ten, nine, eight..." As the crowd began shouting the countdown, many appeared to have little idea of who was winning; but few, if any, seemed to mind. Amid the jubilant confusion, one could not help being swept into the madness.

After the contestants swallowed their last bites of pizza, the judges reviewed each person's tally. "With eight slices, Paul Dickey is the winner."

Ecstatic and admittedly still hungry, Dickey raised his hands, thanking everyone. And after the other contestants were awarded medals of participation, the Bridas handed Dickey a plaque and a giant $500 novelty check.

"I ate eight slices, that's one extra large pizza in 10 minutes,"  Dickey explained. Asked about the prize money, he replied, "It's already spent. I'm buying a wedding dress for my fiancée, Kathy. The wedding is on September 9 at nine o'clock with nine people. That's good luck."