Agree totally. That's a huge difference between the two schools/alumni bases. They believe they're going to be national champs every year, no matter the history and evidence to the contrary. They either truly believe - or are skilled pretenders - that Oxford is everyone's favorite, most specialest place in the world... even though it's not. But yet it's all positive, fluff marketing for them and the town, always.
On the other end of the spectrum, as a whole, we always and forever think our team is going to suck, no matter what. We are negative on STK the town as much or more than anyone else. So we do the negative publicity work ourselves. That translates into fewer offseason visits by alumni and visitors, fewer people buying condos (so fewer are built), lower volume for restaurants and stores in the offseason (so fewer new restaurants want to come). So it feeds on itself in either direction, positive or negative.
No one is ever going to convince OM people to be pessimistic, so we just have to ignore them. We need to focus on what's great about STK and find ways to turn our own attitude around. That's the first step. Then what you said - going up there often, spending money, making it fun.