I'm not an Op but I work with one closely to put on tournaments.
In all cases, my goal is to build up a "scene" at a location. One game at a location doesn't really draw people, from what I've seen. The minimum to do that is 3 games. You can run some really tidy tourney formats with only three games, but four is better.
You have to work to get the word out. That is the number one thing I see Ops not do. Find all the cheap/free venues of advertising and then what are the most cost-effective after that?
There is a site in my area called SF Funcheap. They posted one of my events and it doubled the turnout. Another time, the East Bay Express chose to feature one of my events and it tripled the turnout. Eventually, a scene builds up and I can get a reliable 20 - 30 players every time. However, it took about six months of work to get there. We had a few nights with only around a dozen players.