At flightsimuk.com we started with the bog standard routes that the many airlines fly, this gets the interest of the "I like flying real schedules" pilots.
We then decided to make FSUK dynamic and contstantly add new challenges for pilots to fly if they wish. This gets you the "I like to do something different" pilots.
Currently, alongside our "routine operations" we have an Iron Maiden Tour (Flight 666), World Relief Challenges (added to mirror real life happenings)and F1 Motor Sports Logistics (following the F1 calendar). We are now in the process of adding flights for the World Twenty 20 Cricket and Football World Cup.
What type of pilot you wish to attract and how much you want to "keep it real" should really determine your scheduling etc.
Don't create a stale VA, start with a plan but also listen to your members, they are the one's that keep the VA in the air. We listen to all idea's, we discuss them at regular management meetings and implement those that merit it.
The stuffy VA of the past is a dinosaur, keep it fresh and interesting.
Hope this helps (a little)