Boosting the crowds

Attendance at this week's Cheltenham horse racing festival is reportedly 'down on last year'. Within the last couple of weeks too, Second Division Darlington has closed down one side of its stadium due to poor match attendances. Notwithstanding prevailing economic problems, how should events, clubs and teams promote attendance? Are creative and innovative approaches to pricing the key? Should they advertise more? Provide a better experience or service for fans? Does sport need to treat its fans better? Should sports become more market-oriented and customer-focused? Or is it simply the case that the more exciting a sporting contest is, the more people will attend? Perhaps sport is actually powerless to influence how many people attend matches and events?