[GreyingJay]

^ I like this. Train everyone in your team to be able to do this. This sets a tone of friendliness and professionalism that will surely impress any spectator, and is a great exercise in communication skills, being friendly and outgoing, and overcoming any shyness for your team members. Also it trains people to be on the lookout for others -- who is new? who is confused? who can I help? All good skills to have as fellow human beings.

I would propose to have greeters at the entrances to the arenas that would hand out programs to newbies and give them a quick spiel of what they're about to walk into. They can simply wave through anyone in a team shirt, but newcomers, and those with younger kids, would be easy to spot and say "welcome" to.

Whenever I go somewhere "strange" I always feel like this is weird, this isn't "my" place, I don't know what's going on, should I really go in there... To have someone acknowledge my presence and say "welcome, come on in, let me explain what's going on" is always reassuring and helpful.