To be perfectly honest, I want one thing above most other things. I want to see a (for lack of better phrase) "Iconic" icon. For some reason, I haven't felt like an icon has found a way to "stick" like Jack, the Director, or the Caretaker have in some time. Of course you have Mary, who's backstory was amazing and the most elaborate, but since the backstory was the only original part about her, I find it hard to consider her to be an icon like these original characters.
That being said, the Usher was completely original, but barely used in marketing at all due to the milking of the movie characters that year. We need an icon that's going to stick around for a while. A new classic icon that we'll all become sick of after they use him/her so many times BECAUSE of the initial success of that icon. So Uni, please come up with something new and completely original, use that icon in advertisement as well as around the park (hopefully a title house), and then see what happens.
I don't know, maybe that's just the way I feel but I think that'll help a lot. The intensity of the houses needs to be upped a little as well. Last year, while I didn't think any houses were, "bad", no house had me walking out saying, "Wow that was scary", and I'm a relatively easy scare. Lots of missed opportunities for scares along with the aforementioned weak endings led to a weaker house experience overall. Hopefully they up the anti on the scare factor this year.
^^^^My 2 cents