contests are a great way to pull in new faces as well. people will jump off bridges for the chance to win something free, your photo contest is a great example, now say you had a contest where the person who refer's the most new members wins a vip pass to the club for a night, or a panamaniac card or something. that would be an effective and cheap marketing tool. word of mouth is very powerful, if i watch a commercial about something theres a 99.9% chance i'll just ignore or forget it. if my friend says "hey man go check this out" i'm gonna go check it out.