You could view it as a marketing program that also makes money

I’m friends with the owner of the store here in Charlotte who ran one this past weekend. He got 47 players (so he made money on entries alone), only about 1/3 of which were his regular players. Matt used the opportunity to push upcoming events and sales promotions. He had two separate drafts, did pretty well in snacks and constantly had a line of people buying singles. Although again, he did make money on the event alone so you could view it as a marketing program that also makes money.