Higher traffic? Not from me. I avoid Hwy. 31 in Hoover like I avoid Hwy. 280. They may get more soccer moms driving past, but my attendance will drop dramatically. I used to go in just to browse sometimes at the current location...the new location will become a last resort for a last minute much needed part.
Being difficult to enter is much less desirable than being hard to exit. Get them in and get their money...after that, who cares how they get out.
I wish them continued success, but with that parking lot I wonder if they'll have to modify their events in the future..."Bike Night This Friday! *limited to the first ten bikes that show up"