Per definition, megaprojects consume numerous resources and impact numerous people, even across generations. It is therefore important that they bring excessive benefits to their stakeholders and to the society at large. The concept 'Project Opportunity' is of growing interest within project management research. The idea is that exploitation of project opportunities may bring more benefits than stipulated in the initial business case, and even stakeholder benefits that nobody thought of at the project initiation. In this paper, we encourage a new research area for megaprojects, i.e. the phenomenon of project opportunity exploitation as a means to increasing project benefits.The paper is based on a single case study of an infrastructure megaproject, i.e. the construction and operation of a 50+ years old American bridge. To investigate project opportunity exploitation during the project execution and operation, data covering 60+ years was been collected, e.g. historical documents, newspaper articles, interviews, and video-recordings.Some interviewees were involved in the bridge construction -and can draw on an almost lifelong memory of the bridge's significance.The research indicates that (1) Exploiting all opportunities created by the project and increasing project benefits require involvement from many categories of stakeholders; (2) Stakeholders get more involved in exploiting the opportunities created by the project when they 3 are proud of the project; (3) For some of the project-related opportunities, it might take a long time before they can be exploited (and related benefits achieved); and (4) Celebrating achievements of the project stimulate stakeholders to exploit opportunities created by the project and contribute to further benefits of the project. In terms of managerial implications, the findings point to the necessity of continuous communication about the project from the project owner (team), also after the project execution phase, in order to enhance project opportunity exploitation and increased benefits.