Are you putting flyers out at the ASU Campus and other local high traffic areas? Do you have a facebook or myspace page? Changing up the tobacco wouldn't be a bad idea. Carry both unwashed and washed. There are so many lounges in Tempe... www.hookahculture.com
has a decent list. You should go check out the other lounges and see what they are doing differently. I've been to Urban Cafe on a few different occassions several years ago and remember having a good experience. Did you have more business when you were selling food as well?