You don’t need additional stuff if the core product is good, you can add the extras, whatever they may be further down the line. Can’t they have an area where a mechanic, strips and builds a bike, something informative, kids sit on it after, photo ops with the team or individual riders pre or post meet/signatures. Build some affinity, something engaging close up. It’s not going to add numbers, but surely it’s a small win at no cost.