1. fire Harlan and Whitt. It can be at the end of the season, that's fine.
2. Fire any other coaches espousing their level of hate.
3. When you hire new people, expressly tell them part of their job is to improve relations with the other programs in the state and have a friendlier rivalry. Tell Morgan he'll be fired if he follows Whitt's lead.
4. add additional enforcement personnel for rivalry games
5. Give lifetime bans to fans that you can document verbally assault visiting fans in a religious/racial/excessively vulgar way.

It shouldn't be a hell hole to watch your team play a sporting event.