It seems like the parking lot just West of the stadium usually has pretty good crowds about 1-2 hours before the game. People obviously want to come and hang out, but maybe it needs to be done the BYU way (like the ideas you mentioned). I wonder if more local companies would sponsor booths if BYU expanded the space over there? They could also setup some food booths out there and give people a variety to choose from, which may also help people show up and hang out.