Previously my friends and I have done both. It kind of depends on the atmosphere you're looking for and the cost/effort you're willing to put in. Personally, if it's just going to be a one time thing, I'd recommend walking the lots. Gopher fans are very welcoming/accommodating (I've spent time eating pig roasts, pulling the bull, playing bags/flip cup, and just shut the shit with an awful lot of great people) with really little expectation back from you. So grab some drinks or ask if they have a little fund you can contribute and trek around. It's pretty easy to start up a conversation about peoples' set ups, vehicles, cook outs and flow around if you're feeling like you don't want to overstay a welcome. On top of this, walking around gives you an idea of if you'd want to do this long-term/get your own spot as setting it all up for a one time party makes it tough to have all the bells and whistles to do it, do it well, and feel like you aren't scrambling a little (there's an art to breaking down your site at the right time to get in the doors at the right time while not missing too much of the joy of tailgating prior). I'm sure many of the others with permanent spots can lend you advice on do's/don'ts if you want to go the tailgate route, but i'd side towards the easier option and just hit up the lots walking around until you find some people you vibe with well.
