Oh man is this a good question.
Kids who have never been in FIRST before don't end to really "get into it" until their first competition. I had these exact same feelings 3 years ago when I started 1504 and had to make attendence requirements for kids to show up. I was like "you wanted to be here! You signed up!" The kids that came back 2nd year, for the most part, were much more into it and really got it more.
I don't really know of a way to make them get it more their first year in, other than to assign experienced students to each group. It should get better next year, both in terms of the students, and the rest of the running the team issues that make you feel like screaming at the top of your lungs!

__________________
This season, I was a part of a great team, with great kids who were really inspired, and who inspired me back. That's my brag, what's yours?