Therefore I'll suggest a few ideas to make San Mara more interesting or worth visiting with a more recurrent frequency and feel free to leave your own.
San Mara Merch: I don't know if this exists already or not or in what form, but you can never have enough souvenirs from your wacky weird west adventures. (I Was Drugged And Left For Dead In San Mara – And All I Got Was This ESTUPIDA T-Shirt!)
San Mara Exclusive Drug 'stinger pipes': They are sold locally by X faction, a mixture of rad scorpion sting toxins and local rad desert plants. (This can't be manufacture by players normally and this is idea is based on real life, google it.)
San Mara Exclusive Events: This should be mostly player driven, but I imagine staff could push some buttons if desired. For example, luchador battle royal fights, gunman style duels or range weapon competitions, etc.
San Mara Exclusive Disguises: Luchador mask, basically a vanity mask with a funny description or a Sombrero which also works as mask, did you know that the literal translation for 'Sombrero' is 'Shadower'? Also maybe more ponchos, I don't know.
More San Mara Exclusive Food & Drinks: A lot of what gives a location part of its identity is the food, from the French Soy Cuisine in Blue to the roach broth in the Park. More of this is never bad, I imagine there could be some pretty unique ingredients lying around.