Just some observations from the Kraken game I went to (lifelong fan here btw). Also, I am well aware the NHL has way more, waaaaaaay more money than USATF.
1. There was always something for the fans. Recognitions, loud upbeat music or live bands playing during any lull in the action.
2. Seeing athletes warm up. Do they still have athletes corralled away from the stands? Idk how feasible that would be.
3. Use more stats, average speed, time in lead, average throw length, world record/best stats.
4. Mascots (I don't remember if Eugene had any).
5. "Half-time" style fan events or singing.