My favorite coffee spot in DC is Juan Valdez.
Their coffee is incredible.
But I honestly go there just as much for the ambiance and to people watch the clientele which that ambiance attracts.
How can you use this same technique at your shows?
Maybe lighting, smoke machines, and great sound.
Or maybe you focus on the clientele you bring out.
Or the guy/girl ratio.
Whatever you focus on, ambiance is definitely worth spending some time brainstorming.
Wishing you continued success!