They need to treat it like a minor league baseball team would... ...anything and everything to get people to attend (even if the reason isn't directly related to the game itself).
A food festival would certainly help.
--ChiliFest-- Currently in Huntington and claims 20,000 people attend (and that it's sanctioned by the International Chili Society).
--HotDog Festival-- Also currently in Huntington. Events/bands thru the day.
--Pepperoni Festival --I suppose the closest thing would be Fairmont's Three Rivers Festival. They have an amateur and professional bake-off. Again...decent events during the whole day.
--Ramp Festival-- Held in multiple locations, but Richwood seems to have the largest. It should be noted that the Spring game is typically played at just the right time for ramps.
Personally....I say steal all their glory.
Short of a balloon festival....maybe the Wine And Jazz Fest (lol)....there's really no notable ones in Morgantown (I think...could easily be wrong). Food fests make for exceptional single day events.
A festival is just the tip of the game promotional game plan... ....and truthfully I'm a bit shocked WVU doesn't put more effort promoting the event (using secondary reasons to attend).
I could go on....but I'm pretty sure that I've already typed so much that most people won't even make it to this closing comment.