My uncle owns a tavern in WI. Some of the things he does include:
-Sponsor a bowling team. Beer, bowling and blue collar go together, and after the bowling is over most everyone comes to the tavern. (My grandpa and uncle were both there when I bowled my first 200.

) It's sort of a rivalry between taverns too, so it's fun...
-He has two pool tables and an electronic soft tip dart machine
-Theme parties -> Obviously St Patty's, but also 4th of July, Thanksgiving, Christmas, Valentines. His tavern has a sort of 'hunter' theme. So they give out fishing gear, knives, lottery tickets for door prizes.
-Sports pools
I'm sure there's more. He's pretty involved in the community. I think he's sponsored a deer blind and an ice fishing shack, too...