I think if IRL really wanted to embrace viewership and prestige, they wouldn't alienate the common fan so well. What is the Indy 500 anymore? I know what it used to be: The Indianapolis 500 used to be a month long, international, multi-cultural mardi gras of anticipation and drama. I don't think it was always contrived, it just happened.

Having lead-up events on the road course and oval would be something. Karts, Vintage racers and an auction in early May (SPEED and HDtheater keep showing these beautiful cars - could easily have something like that at indy). Use this IMS facility for many things. as much as possible in May and throughout the year.

Have a celebrity triple crown races: Long Beach, Indy, and Australia or Brazil maybe. (logistically very difficult - but america loves that TMZ, entertainment tonight junk. people do follow celebrities' interests).

There are people that don't know how many wheels are on a Dallara - but they know who Ashley Judd is married to. The read the celebrity gossip mags.