I went to a Desert Botanical Garden (in AZ) to see a Chihuly exhibit. He's an artist who makes large glass sculptures that are then placed throughout an existing space, and may even be lighted at night. And it was really crowded.
1. Art can be a draw. One of our local associations offered a social program at an art museum and it was very well attended. Quite different from having meetings with industry speakers.
2. Change the experience. So many things we do have the opportunity to be re-launched or made more interesting by directly seeking out ways to change the experience for the attendee. If a program launched poorly, why not think re-launch - but be fun, interesting and meaningful this time?