They should add more competitions for different things like video skits, art, story writing, npc scripting, or more things that the community can participate in and be involved in.

It'd also be a fun idea to implement some of the player's submissions into the game, like a level editing competition for that un-used hotel with the winning submissions being added to the rooms or something like that.
Players would start learning all sorts of things just by trying out some of these competitions like level editing or npc scripting (And then who knows, we might get another iMask or Rima Wasabi ).

The last time that I've probably heard competitions like these being hosted was that art one that Rima hosted, which was YEARSS ago.