First, I was not at Womad - but Eric offered some great suggestions that could be implemented by any club.

Eric mentioned that Womad "educated" their audiences with brochures. Think about your club, how would someone that has no knowledge of your the music you present be made to feel welcome and knowledgeable?   Can you do something like "teen night" or perhaps some handouts that can explain what you do BEFORE someone sets foot.

Eric also mentioned about gatherings for specific styles. People come out for "events" or something special. Throw a little Barnum into your thinking and create something special. You don't throw out your core features, but you find ways to throw a spotlight on them.

I can tell you about one of the clubs in our area - Sanctuary Concerts.   They have done "theme" shows. They put together a Bob Dylan Birthday party - the artists did cover songs. They put on a Valentine's Day show and gave everyone chocolate desserts. I was involved in one concert with three songwriters - we did an informal "chat" where I conversed the artists about their craft of songwriting.   I don't know if you have gone to festivals with "theme" workshops, but they are a great source of ideas.

What Eric was trying to explain to you is that Womad apparently thinks outside of the box and comes up with ways of making an audience part of the show.   You need to sit back and examine such events, even events that are not part of your genre, and see what they are doing right.

It ain't the field of dreams. If you simply build it, they won't come. You need to put in some work for results. Even minimal efforts in the right place can bring results.

I should also say that the club I'm involved with is a work in progress. We are seeing our audience return and I know the folks that show up enjoy themselves and come back again.   As I noted from watching Sanctuary Concerts and from what I gathered from Eric's note about Womad, you can learn a lot by watching others.