For a happy club, in no particular order:
Club tournaments. A bunch of them in different varieties. 9x3, 9+18, 9+9, 18+18. Keep them moving. In our club, for example, our 9x3 tournaments and the few ctth tournaments we post are almost always 5 day rounds. While we generally have 1 18x4 (or regular 72 holes) tournament posted, that's it. Mix up single and unlimited play. (We also tend to keep our club tournaments a little easier than the WGT tournaments. If one wants high winds and 14 speed greens, WGT provides it.) Average busters (that is, from easy tees) and what I call quick xp builders (par 3 course 9 holes, produces 250 xp points in 10-12 minutes and doesn't count towards average). We have at least 1 of each going at all times.
Active club forum. Members like to share and receive tips, experiences, etc. Encourage less experienced members to ask questions in the forum and you will find the better players like to share.
Participate in some community organized team events. Check the appropriate WGT forum. Club v. club matches can also be fun, the "team captain" should expect to put in some work organizing it.
Encourage AS play with club members. For example, we periodically ask members who play AS to post their normal playing times. They see when the others are playing, can friend each other and play together. It forms bonds among club members.
I am interested what other club leaders will have to say on this.
Tom.