How can we monetize this site?

mybmore.net was an experiment made by a local Baltimore student to showcase the local flavor of his hometown. The site is well-liked among city business owners and school faculty, with the student now wanting to turn this into a real business. The question of how to generate revenue has been a challenging one. Traffic to the site is low and most business owners aren't willing to pay for anything. The videos were initially done for free since this began as a pet project. Any suggestions?