Many people confuse marketing with selling. Selling is one part of the mix but marketing is a much wider prspective of how something is presented to its prospective customers. Marketers often use a rule of thumb known as the "4 P's" to define their marketing mix:

Product - essentially what you are selling, the core benefit, so here that is the racing experience and the sideshow events that accompany it.

Price - what does it cost to get to the Island, accommodation, entry fees to sideshows (if applicable)

Place - where can you go to find it (not too much scope for variation here perhaps!)

Promotion - how is it sold or advertised

Each of these factors will have an effect on the demand for your product. A poor product or high price will limit demand however much you spend on selling it. The club has made some good moves in redefining the product and adding sideshows, all credit to them for that, but (in my opinion anyway) the cost is still very high, especially in these straitened economic times.