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.
"This, after all, is opera, opera in New York, not some dainty pastime like professional hockey..." -- Chip Brown, NYT Magazine 24 Mar 13
... 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.