If you have to "add value" then why are you bothering in the first place? I agree that better food and beer selections helps but if the main attraction is not enough to bring people out then you have a bigger problem. People don't go to BC Lions Games to play slot machines, attend a whisky tasting class or watch highland dancers.
Have you seen what goes on before the game even begins? The area around BC Place is a party zone -- and that's an attraction in and of itself. The game just happens to follow.
The problem with the Rebels is they're out in the middle of nowhere. Who in their right mind wants to drive to the west shore to attend a football game then worry about being stopped at a road block after having a beer? Public transit out there is miserable and the taxi fare back home is going to run you $40.