I would not pay a membership fee. I am shocked that anyone would complain about a background ad. As long as the advertisers and campaigns are tasteful and relevant who cares? For some reason people don't view online media like they do radio, tv or print. I find radio commercials far more annoying. At least most digital campaigns are demograohically targeted. I suspect the problem is that many people don't understand that search and display advertising are responisible for generating the majority of the revenue for many of their favorite sites.
just to reiterate this and be extremely double clear... again, there is no intent to turn this into a pay site some sites, like pandora and accuweather offer a premium membership... where you have the option of choosing to view the site without ads.
Same ad is on www.thrashermagazine.com. How that would make anyone want to buy a soda or go watch a contest is lost with me. edit:looks like they have a random ad generator and I may have assumed incorrectly the ad was for the Las Vegas Dew Tour. Still dont know what the ad is for, nice job hipster marketing guy.