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Here's details about the Lunar X prize. http://www.googlelunarxprize.org/prize-details
This demonstrates just how effective these prizes are, I think. Maybe this is a model that could be put to other uses. Perhaps we could crowd-source prizes for other challenges and solutions.
Seriously though, to your point about not ruining the spot, I think its unfortunately inevitable. I can envision Moon casinos a la Niagra Falls ("Our payouts are astronomical!"). Niagra is an extreme example because it was accessible to the public long before the National Parks Service was invented, so there weren't any controls. The Moon would probably be a lot less accessible, but literally speaking, what happens on the Moon, stays on the Moon. Every Armstrong and Aldren footprint is still there, presumably.