Entertainment (bands etc) will be laid on and hopefully a bit of grub (what's the chances of a BBQ if the weather is good?). This would be a great idea to try and get more people to sign up for season tickets. Get the kids and their families down there.
If it's well publicised and organised and gets a bit of interaction from the players and coaches this could be a cracking idea.
But as I said, it's just a rumour. Anybody got a bouncy castle?
Do I detect a hint of marketing going on here?