as I've said before, I think promoters spend too much time trying to create weekend events with expos and a dozen different types of competetions. just stick with the basics.
a modest size theater holds 2000 people. there's a morning show and an evening show, so that's 4000 tickets to be sold. let's say average price is $50. That's $200,000. Rent for the theater, stage crew, sound, lights, etc., say $50,000. say another $50,000 for prize money. Of the remaining $100,000 spend some on local advertising, and you'll still have a hefty profit.
Out of 10 million people in the Los Angeles area, surely there are 4000 people willing to drive to Pasadena to see the Ironman. All you got to do is tell them about it. Yet I've never seen any local advertisements at the local gyms or in any of the local alternative weeklies.
If nothing else, pay an amateur bodybuilder $15 an hour to stand out in front of gyms handing out glossy cards.
some people say that the expos bring in more people, and some of those people will then go to the show. but I think it is just as likely that someone who would have gone to the show if that was the only choice decides to just go to the expo.