Depends how cynical you want to be to decide which of these answers is the one. But there's no one answer... probably a mix of them all:
Some people most likely do a grand opening each week in order to attract big numbers to their rooms and it's like... comics... they realized a few years Issue 1's attract more people, so now there is a surprising amount of issue 1s of things that don't need it. But I feel that what's more important is loyalty. I'm primarily a DJ, not a room builder (which I do on the side). I want a loyal crowd to know I open always a certain day and time and come back and come back. And I think this has more value to me than big numbers. These people have become my friends, understand what I do, and it's kind of lovely and warm. I would always keep the 10-20 loyal visitors that stay all night than get 50 randoms attracted by the shiny thing.
But my purpose is to DJ in an interesting way. To love music and attract those that love music enough to cope with the random stuff I sometimes play. My purpose is not to show off my rooms, regardless of the pride I take in them.