There are so many things that factor in to this. Most have hit it but I'll repeat for the sake of throwing in my 2 cents.
1.) Awards
Cash is nice. It's alot easier to commit to an event when you take into consideration that you may not have ot come out of pocket for the event after all is said and done.. having a trophy or prize worth keeping is a positive as well. I only keep MAYBE 1 in every 15 or 20 that I win.
2,) Atmosphere
Venue and crowd involvement is HUGE for me. The atmosphere can make or break certain pullers and I am one of them. Announcing goes into this as well. James Reteridas is great at this. Don Underwood is one of the best at this as well. Music is great too. I had never really experienced that until the Toproll event, but I have to say I liked it alot.
3.) Recognition
To be treated like you're wanted there is a BIG deal for some. It's pride swelling to know that a particular promoter REALLY wants you to be there and shows it in the way they treat you at the event. EG: Mentioning your successess to the crowd while talking you up prior to a match, helping you set accomodations, or travel from the airports... The posters that the NEAA used to do, and that Woody does as well are AWESOME!.. ( Who wouldn't want to bring home a effin POSTER with their mug on it? )
4.) Professionalism
This covers a few things..A Speedy and well ran event. REPUTABLE REFS!!!!!!!!!!!!!!!!!! Knowledgable and proven bracket personel.
5.) Social availabilities
After parties are GREAT. During the event, you're too dialed in to really socialize with old friends. So to be able to have this after is important. Look it goes with the old armwrestling cliche...We are one big family for the most part..We like to enjoy time with one another. At least I know I do. I have made ALOT of friends over the years..Some I consider VERY close to me, so it's nice ot be able to kick back and spend time with them afterwards.
6.) Challenge/ Super matches
I LOVE these. I LOVE THEM! I love pulling in them and I love watching them. The more elaborate they are, the better...Entrance music, announcing of the names...I love this format!!
7.) Coverage
I know some people don't agree... But me, I'm vain as hell and I LOVE GARY ROBERTS! If he is there, I consider a certain event THAT much more. Period. Again, I know everyone doesn't feel this way, but I do. I like what he does for our sport and I like the spin he puts on events and I REALLY like a camera pointed at me. So ARMTV or Armsports Videos being there is a BIG one on Jeremy Plaster's list.
Lastly: the level of competition...
I think if you hit on the majority of the above mentioned things, the competition will be there anyway.
Just my two cents.