More ideas:
1) Have a Equipment barter/exchange/bid-sale system to sell excess guardian and champion plans, runes etc. It's a total waste to only get a few $K coins when the basic apprentice gear at Laura the armorer is $10K.
2) Have an attribute tailor shop where we can tune & customize hero's attributes such as: command, intelligence, HP, skill etc. of one attribute for another or one bonus for another by paying coin/credits
3) Put in a wishing well in the fountain in town. If you toss in coins your luck goes up in the Tavern and combat and everywhere luck is rolled on the dice.
4) Let pirates players parley sides of maps in an equal exchange - left for right vice-versa for a minimal fee to a pirates-broker or do a round of for fun combat to bind the deal.
5) Open up a lounge/bar/casino area where players can hang out and wager on various city events or guild wars etc.
6) Let players put their heroes up for mercenary duty where someone can rent or contract-out their heroes for some established period of time for a fee/income where the owner can't use them and the contracting person can use them for a set period of time - 1-2 hrs etc.
7) Need more fun events - how about a hunting contest for a creature in a wilds area that has a special gift etc for trophy awards.

Just a few ideas