How about adding mini-games?
In taverns you could add multi player card games, such as poker or hearts, etc where players could wager their gold.
You could have a sign in the tavern with the weekly top 10 players of each game type.
More games...
Cups (3 cups and ball)
Darts (like the real game, could also use arrows)
Puzzle games, etc...
While waiting for PUGs or Raids to fill up, this would be a great time filler and encourage more social interaction among players.
what say you?