I think the main problem with mage wars organized play at cons is insufficient time and space. We always end up needing to try to compensate for this with weird rules that mess with the metagame, like the 75 min time limit. There is currently no way to make a tournament truly and adequately meet all three goals within the kind of time and space constraints that are typical at gen con and other such cons. You might be able to meet two out of three of those goals, but not all three at once. At least one of the three goals needs to be given up to meet one or more of the others.
I would say to prioritize goal 3 first and foremost. Spreading the game will make it easier for Arcane Wonders to afford more time and space for their events, and it will give us more people to play against.
After goal 3, the next most important is goal 2. However, I propose that casual play be promoted more for newer players. We should encourage players to play casually and get some experience before they participate in big high level tournaments. I would say someone should have played *at least* five full games of Arena before they participate in a high level Arena tournament.
I mean, when someone goes to register for the tournament, you can ask "Have you played a full game of Mage Wars Arena at least five times before?" and if they say "no" then you say they can still enter the tournament if they want to but that you recommend that they play the game a bit more first. This should lower the number of newbs clogging up high level tournament play.
As for goal 1, I think it is important to increase *attendance* not necessarily tournament participation.
What we'll need is to get a decently sized space for people to play casually and get help with spellbook design, then get some good coverage for the tournament proper, and encourage new mage wars players to watch, and give out a prize to new players for spectating--maybe a promo card, or coupons for mage wars merchandise or something.
Thoughts?