What filled the bleachers at the L.A. Open in 1992 is no secret formula. Other sports do it better than me. It's called PROMOTION and ADVERTISING! We set aside a $15,000 budget for these two things and advertised in the Los Angeles Times and four other major area newspapers, with a readership of nearly two million people total. I was informed that half those people read the sports sections, so that's where we placed our ads.
We also sent out press releases to all newspapers, and radio and television stations in Southern California. That was followed by phone calls to the various sports editors, following up on the press releases. During the event, I personally FAX'ed the results daily to all four major newspapers and they ran them in the back of their sports sections. We were also included in their daily calendar of local sports events.
Guess what, it worked! We had an 800 phone number for information, with two lines. The phone rang off the hook all day! We were constantly giving people directions on how to get there. I had reasoned that in a fifty mile radius with a population of nearly fifteen million people, I might be able to get 1,500 of them to come and watch a professional pool tournament, if they knew about it. This is not rocket science. I knew that there was already a hardcore of over 10,000 pool buffs who lived in that area as well. I reached them with posters and flyers distributed to over 300 billiard locations, including pool rooms, bars and retail outlets. We even had discount coupons (50% off) made up for the first two days to bring people in. They were handed out in all the above billiard locations. Hundreds of them came back.
It was a massive undertaking, but it paid dividends. I would not attempt it again without more help. I did this with the help of Dave Thomson (my publicist) and a couple of volunteers. I did a lot of driving and running in the months prior to the event.