Genuinely friendly. There are 2 shops in my town, and many more within 45mins away ... the store I most often find myself going to is a GW store 45mins away.
The 2 employees there are genuinely friendly guys. The manager is a damn wizard in remembering people's names. It's a small thing but man it makes a difference when people walk in and he's able to greet them by name with a smile and ask how their "such and such" project is going.
1000x this. I have always been impressed with customer service at the GW
stores I've been to, but one manager in particular stood out with his ability to learn names and make people feel welcome. A warm atmosphere goes a long way, I think. My sense from what you have said is that you are already part of the local community, so you should be off to a good start in that regard.
I think N1SB raises some really good points, but I just wanted to second the 'game organiser'/whatsapp group. One of the main barriers to me going in store (which I think is just as important as the things that we would like to see in the store) is that it can be difficult to get a game sometimes, and I don't want to go all the way in store just to find out everyone just wants to paint today. Dedicated games nights help, but not everyone can make those days/nights.
Something similar that my store did was set up a 'challenge board', which was just a whiteboard weekly planner, but people could write down days and times they were looking for a game. I like the whatsapp group idea better than the board, but the board has the advantage of being available/visible to people outside the group.
Just my 2 cents...