if anyone has been to Tillamook ice cream factory in Oregon in the last few years, they've turned their factory into a full blown tourist trap complete with a grill, cheese and ice cream samples, swag, huge gift shop, dining areas and a de facto museum. Tillamook has turned it into a monetized destination spot that I'm convinced doesn't just draw additional tourist dollars, but drives core product revenue as well.
Imagine if the BYU creamery did the same with a two-story building. You could bring some of the BYU store items right over, perhaps move some manufacturing into the same building as distribution so people could watch it being made, vastly improve parking and access and really drive traffic. Make a game-day experience with drive through window option and a place you could spend a few hours.
If you haven't seen the Tillamook factory, it's definitely an oregon coast highlight. I'd love for BYU to do the same.