I hate to cite Winter Bite, but until the last few months the build was full of things to do. It was frequently populated with people who take the roleplay seriously but there was always a boatload of goofy fun going on.
Portal, Badger and I tried to add as much stuff to explore and find to the build as possible because that was honestly the best part of any roleplay. Between caverns and shortcuts around the build to help you maneuver throughout the build, and loads of secrets, it gives people more to do than *just* roleplay.
As it stands, a "Serious" roleplay brands the issue of exclusivity; not a whole lot of people are good at "serious" roleplaying unless they're given a reason to play like that. At the end of the day, banning people because of arbitrary reasons like what their name/avatar was or because they addressed somebody by their name before asking what their name was drives people away. The reason serious roleplays often have better qualities is because along with the "serious" tag, you have good things such as consistency.
I'm actually working on a
roleplay right now, and I appreciate your advice greatly. For my roleplay, I'm trying to lean towards allowing people the freedom to play the game without setting too many rules and boundaries, usually encouraging roleplaying by having events to do and tasks to accomplish. I'm also thinking of making it so any sort of group of people will never be led by other admins. This adds more depth to the player's choices and allows them to make mistakes and unpopular choices.