What about holding some sort of event or contest to get people into the arena?
I remember back in WarBirds - once a week I think it was, on of the IEN staff would fly an a/c with the handle "KILLME", once for each country (Red, Green, Gold, Purple) in turn. Whoever shot down KILLME got a nice announcement over the open channel, and WarBirds T-shirt was sent to them. I thought it was a lot of fun, and I even managed to win a T-shirt once.
Might be a way to get a bunch of people into the arena and get them familiar with the environment without having them spaz out over the different icon setting, limited planeset, only two sides, etc. They'll be concentrating on hunting KILLME, and might have a lot of fun without worrying about the arena. They might learn to like it inspite of themselves.
Do a PR campaign beforehand, run it once a week for a month and see what happens. I'd be happy to pay for the first T-shirt (or maybe a coffee mug?) prize. Just get one of our great artists (Cactuskooler?) to create a cool image.
And I will put a sticky-note on my keyboard to check the AvA first next time I fly AH. Gotta break the MA habit, and try to get the 80th in there when you've got 38s available.