I think this is great. The 53rd NSDC (Rocky Mountain Round-up) is marketing itself to non-dancers as a family-oriented entertainment option:

The whole family will be entertained by thousands of dancers in swirling, twirling colorful costumes-as they perform square, round, contra, clogging and more! And don’t miss the world famous “Ghost Riders Square Dance Band”, playing nightly in the Denver Coliseum!

And:

Special appearance by our own spokesman “Blackhawk Ben” a fictional Colorado mountain man! Each afternoon watch exhibitions performed by fourteen visiting dance exhibition teams from across the U.S.A., including “The Rocky Mountain Dancers” who will represent the U.S.A. In a worldwide folk dance competition, this summer in the Ukraine. Aerialist dancers at their flying best!

And:

LEARN TO DANCE CONTRA

The community dance hall will be open Friday and Saturday evenings from 7pm – 10pm, featuring a program of easy dances designed to give the visitor a taste of dancing!

I don’t know how they’re actually doing the publicity

, but you can see the flyer here: Public Invitation