They don't need a huge advertising budget to get the word across: Stars on Ice has a "Shine Like Stars" program, where for getting businesses to put up posters, there's an invite to the practice.
Skate America could have given practice passes or even tickets to people for putting up posters in neighboring communities, colleges, etc.
The piece is seventy-five minutes long...[l]ong enough for an idea to be developed, but not so long that one starts to measure the number of seats to the exits with desperation if the thing doesn’t work" -- Marina Harss
... until the Fan Club program came along and offered the same perks for ~$50.
That said, it's a great idea, if well-organized. I'm sure each LOC could find people willing to do the work.