I get what cheseroo is saying, but there is another way of looking at this, one where I think LeMons has things to offer that other series don't.
First, the costumed cars. How can a spectator not love that? Much better than sponsor decals.
Second, access to the paddock, pits, and teams. You don't get that at big races, although at ALMS races you can. Anyway, when a spectator has had enough of watching cars wheeze by they can peruse the paddock to see what carnage has been brought in and how teams are scrambling, or not, get get their hoopies rolling again. I've done this when my car didn't make it to the races. It's fun. I've done this at ALMS races and it was great fun.
The awards ceremony is priceless.
The BS inspections are priceless.
So, with these few things in mind, find ways to enhance them.
For the paddock scenario, make sure you are welcoming to spectators. Maybe go as far as putting out a table with team crap on it, such as trophies, t-shirts, photos/posters, favorite broken car parts, the HOFAW book, a tip jar...
For the awards, most tracks have one of those podium things. Make more use of them. Stand the top three finishers on them and give them each a 2L Dr Pepper bottle to shake and spray each other with. (Dr Pepper, the champagne of LeMons) Or some such thing.
Make a name tag saying you are with "LeMons TV" and wander the place interviewing guests, asking appropriately Lemony questions, and add bits of that to the recap video.
Promote your team, and if the opportunity arises don't shy away from creating a cult of personality. You don't have to go all Speedycop on us, wait, maybe you do, but you can do your own version. Anyway, people like to come see people they know or would like to know race.
The Tinyvette gets out to a few car shows. The Sac International Show last year in particular generated a lot of interest and at least two groups of people from that show came by our pits at Sonoma the following February. One group was asking how difficult it would be to prep an Opel for LeMons (they were about to purchase two) and the other just hung out and later on Saturday went out to dinner with us.
Don't hesitate to invite your local sports reporter. Entice them with offers of Dr Pepper (the champagne of LeMons) served in the cool of your pop-up, let them drive the car around the paddock a bit, introduce them to Jay and Nick and Phil and Jonny and Steve and John and Spank and Speedycop and Pete and Adrian and Montoya... Basically, send them back home with their head spinning, not knowing where to start when they sit down to write the article.
Saturday night events would be nice. We've had bands, and strippers, and while people don't seem to party as hard as they used to (Saturday's hangovers don't lend much to Sunday's racing), some event that gets people out of their RVs would be nice for teams and spectators alike.
Mostly though, invite your friends and family and friends of family, and so on.