That's kinda the way most of the charity centuries I ride have been, partly because everyone finishes at such different times, I suppose. Some have spaghetti feeds going on for several hours, but they seem to keep all the riders somewhat captive. This was true (minus the feed) of the century I did Saturday, and it was sponsored by the Chamber of Commerce! Seems like there should at least be someone there from the chamber handing out coupons, freebies, etc. I'm with you on this one.
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'96 Giant ATX 760 MTB
'01 Bianchi Eros
'05 Giant OCR Llimited Carbon Fiber + upgrades