I had another idea 3 or 4 years ago, which was to have fiction writers pen short stories that could be collected into an Anthology book, "Hive Presents... I dunno, short stories, or whatever."
Then we could self publish those books, and use them as a way to promote Hives authors, and the chain, and also earn some money (if anyone bought them)
Publishing books like that would not be a ridiculous amount of money, and we have plenty of authors and writers of fiction here (myself included)
But, this is what I mean, there are tons of ideas to generate money, and advertise ourselves at the same time, without having to run major (and expensive) marketing campaigns.
The book idea for example would bring in readers, who may join to follow their favourite authors of the anthology.