ideas to make the server more active?

i am hosting a Vanilla+ or semi modded SMP
For about 15 - 30 players
where everyone has his own base and there is shops etc
the server still gives the vanilla feel
meaning there is no claims and this stuff
but there is still coreprotect if someone do something stupid
so its something supposed to be like hermitcraft (just the concept)
but because we are not youtubers there is no motiviation for the players to play that much and build
i care about all type of players i have data[acks for exploration and stellarity for new end adventure , but i still do not need the server to end as soon as we kill the dragon
what should i add to make players always motivated?
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