Sub elites need to create a new culture that is accessible to relative beginners and avoids the cost of throwing a big event.
Something like the Fight Club.
Start with small events...maybe only 10 guys. Who needs permits, cops, water stations, t shirts, or any of the other bloat in a road race? Do you get a permit to run on the side of the road when you go running with a group of guys? Somebody makes up a course. You could do it on the spot. It could be as simple as (using UW area as an example) "We're starting at Husky Stadium, running down the Burke until Freemont Bridge, turn and come back to the stadium".
Everyone pitches in $10. Have a $50, $20, $15, $10, $5 prize structure. Perhaps you need a simple handicap system so the slower guys have a chance.
Maybe even have shorter races (mile or less) and you could face off multiple times in one day (like an interval workout with prizes). Anything to bring competition back.
Does the course need to be accurately measured? With GPS and Google maps, the measurement would be more accurate than the road races I ran in the 80s. Who really cares? It's about the competition.
Once you have an underground scene, something that the pros wouldn't waste time with, the highly trained and talented amateurs have a place to fight it out. Then it gets some buzz, the "somewhat fit" guys with egos start showing up thinking they can earn an easy $50, and it grows from there. Eventually it gets big and you need cops, T-shirts, water stations, pro timing, etc and it gets expensive and the competition dies off again and you have to start another Fight Club to get back to the competition.