The holiday just started and we had quite a few users jump on for it. We've spun up some more servers to help with the lag. They don't start up instantly, so it takes a bit for them to kick in. You should start to see a change!
We started spinning them before the event went up, but like I said they take a bit to balance out the users / set up! But, yes, that's our goal. Is to get them up right about when events start. They don't help much if we spin them up before when there are less users / activity going on!