Pretty much this.
Player-organised content is going to be more original, more varied, and more entertaining than what CCP can put on.
Work out a set of rules for the contest. Think about how people can break them. Modify the rules accordingly.
Pick a datetime to run the event. Schedule it in EU or US primetime to get the most people attending.
Advertise on the forum, Reddit, and in Jita. Seek out sponsors for the event - I imagine groups that own market-citadels would be interested in you advertising for them. Use the sponsorship to award prizes. See if any of the big Eve news sites will pick up the story.
Hype the ■■■■ out of the event.
Watch the chaos and violence unfold.
Then quietly walk away with all the sponsorship prizes and ISK. Make a new account, transfer all your assets and SP, then start life anew.