If I was ever to create a server that meant fun for me as a player first of all, I would implement these features.
Make the server 10x
Full with buffs
Come up with a stage system on armors and weapons, lets say,
1st Launch Month: Normal gear
2nd Week After Launch: Add the first special gear - Obtained from few mats
2nd Month: Add another special gear - Obtained with GB
3rd Month: Add another special gear - Obtained with Raid Coins / Pvp Coins
Not anything OP, just like +10 on stats bonus which would make a bit difference when they reach max enchant.
Make every town PVP oriented,
Create only 1 safe place to re-buy, would make Jail as my choice.
Reward the community with multiple things.
Some people just think about doing it for the easy money but I would do it in a way that players would donate for themselfs and not because they need to get that kind of gear.
If you provide good service there's always someone who's going to appreciate it.
And yes, I know, not everyone has that kind of budget but at the end of the day we all started this game to be intertained and as a owner you have to keep that in mind since day one.