Some years ago, I had to launch a product / user group in Wellington for a product that was eventually taken over by Racal.
It was a miserable windy, wet Wellington winter😒 and I thought hard to figure out what would get folk out.
Eventually I came up with two "hooks" - Sushi and holding the event in a place with really good sims (an invite list with a high nerd content). It was a roaring success and I had to ration invitations to future meetings. It made a popular change from sending out for pizza.