For a small town op thats not open full time here's what I would like to see...
Competitive fuel price, with self serve available 24/7/365. Doesn't have to be the cheapest, but not dollars above your neighbors either. Full service fuel during opening hours with people who understand proper care and feeding of aircraft.
When open, clean restrooms that are modern/updated. They dont have to be decked out like Millionaire or Signature, with bottles of cologne and all that, but clean, spacious, accessible (some passengers may be disabled - angel flights and such) and look like they were built or remodeled since the turn of the century (and kept up). Rust on the stalls, mold from drips and leaks, and dingy tile doesn't cut it, nor will it with the wife or girlfriend. Access to restrooms after hours would be a plus but I recognize that may not be practical unless or until you undergo a major rebuild. When that happens, look at ways to make that happen (maybe put the code to the area containing the restrooms in the AFD comments, or on airnav.. someplace only wingnuts would ever look)
I can count on one hand the number of times I've used a crew car/courtesy car. Most were at city run airports and were leftover run out cop cars. As you mentioned, abuse was a problem, and I get that. Rather than a crew car, have an agreement with one or more car rental agencies in town where you can serve as the agent. Car planned in advance, delivered by rental agency, and you sign it out/sign it back in. When people PAY for the car they are more likely to take care of it, and because you are the agent and not the renter, you dont earn the hassle when it happens.
A pay phone on the ramp. With numbers to the airport management after hours, the cab company, the rental car company, and maybe a nearby hotel or two with a shuttle laminated in the weather housing..Sometimes cell phones die. Sometimes signal sucks.. who knows.
When open, a flight planning room with a computer or two for DUATS/weather and a phone set. Wall charts with appropriate area charts. Wifi would be nice (again, cell signal may or may not be reliable), you can make it password protected but again put the password where people who need to know could find it.
All the other stuff is icing on the cake - donuts, dancing girls, what have you.. StormStack? thats nice.. as would be bringing a morning departure into the hangar to thaw out (i've had it done once or twice)...