Off the top of my head I'd guess that aside form ABs tests and the 7s the only events which have got more than 30,000 in at the RoF in the last 12 months were both football - the WC qual vs Mexico and the Football United double header. Even accounting for travelling fans there's obviously plenty of people in Wellington who will attend football games under the right circumstances but who don't regularly go to the Nix. There must be some way to connect with them?
Even as it stands our average attendance is more than the Lions but less than the Hurricanes, but not substantially less. Considering that Super Rugby is the best "club" rugby competition in the world, and in theory this is a rugby-mad country, quality of product on show actually might not make much of a difference to crowd sizes. Winning obviously will, but outside of that maybe the key is the sense of occassion. Phoenix games need to generate that more perhaps. How, I'm not so sure...