First - one has to consider who you want.
If it is more people like oneself, but ones hesitant to "take the plunge", then that will determine the emphasis. If you are looking for attenders that are not like you,or are motivated differently, that will take another very different approach.
You likely well know what would attract yourself (or people with the same main driving interests, similar demographics, socio economic level, etc...) to an event, but it is harder to attract others that share different values than oneself unless you slow down and plan purposely.
I think most attendance related goal projects are truly looking for more "tourney players" and new "tourney players"..you know…"regular players" which is a noble goal - so in those cases build to what you want. For example, if you truly in the end want people that are competitive minded - advertise competition and division play. In the end you will get what you ask for
But by all means, if you are aiming for more first time taking the plunge types - you will have to be bold in inviting it. Big promotions on "All Skills" "All Ages" . Consider "Door prizes" over skill prizes, etc… Events are intimidating!