This. Lower the ticket price, and people will come!
Also, pick less expensive venues (easy flights, reasonable lodging).
And don't forget to advertise. (I wouldn't even know about 4CC being held in California, if not for this forum, LOL.)
On television, it appears that the weekday (or midday) events have the poorest attendance.
They could try a limited approach.
"If you've never seen figure skating live, now is your chance! Upper deck general admission seating for the short programs is now only $5!"
It could become a thing. You know how, during a curtain call at the theater, the actors throw a special wave to the folks in the "cheap seats"? And they respond with a rousing cheer?
Yeah, it could be like that. Job 1: Get butts in seats.
I wonder how many season subscribers to the theater saw their first show from the cheap seats?