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The length of the clinic needs to take into consideration the travel time of the attendees. Nobody will want to travel 1 1/2 to go to a 3 hour clinic, for example, so if it's a metro area, the shorter session might work but if you're drawing from a region, you may have to make it long enough to be worth the drive.
Keep the housekeeping chores - the into's, thank you's, etc. very, very short.
Several smaller breakout sessions work much better than one longer general session.
Offer them something they don't normally get in the local association meetings - maybe a session on how to properly stretch before a game from a trainer or tax tips for officials from a tax pro, etc. in a addition to the normal sessions on the kicking game, etc.
Talks by the local guy who made it to the NFL can be good or bad. If the guy can give some advise on how to manage your officiating career or things that your audience can apply, they can be very useful. If he can't relate his talk to the level of the audience and it's experience and needs, then the talk session can become a waste of time.
Finally, it's always nice if you can give them a small gift - a tee shirt or whistle, etc.
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