Some good points from both he and David Torrence. In my opinion:
Beer helps all sports.
Gambling could help, ties in with a Nascar model.
Bring in idiots shooting T-shirts and other gimmicky stuff like baseball or basketball. Unlike Nascar, there is down time between events. Use that time like big time sports do.
Let the runners be themselves and promote them as superstars. This will help the gambling also.