Offer them free admission to the Classic leagues.
But seriously, I think we 'recruited' a few competitive guys from the Toronto tourney.
I know I told every one of my opponents about playing online, and many were interested.
I mentioned it before, but I think the idea of a 'hockey program' would be awesome. Maybe a few fluff articles about previous events, maybe advertise a few that are coming up. Two page pullout for Pixelated Heroes, and a backpage ad for NHL94.com. Inside the backpage a couple of blank/form pages to write down your opponents and scores, and keep track of the team combos you've previously picked.
You'd have to charge guys a couple bucks to recoup printing costs, but I'm sure it wouldn't be a bust. You could probably approach the hotel for a full page ad and recoup the printing costs.