Some feedback and suggestions from a long-time player:
-Lately every update has seemed somewhat lazy. The new items in store are mainly recolored versions of old items, and so are many of the prizes for events. That doesn't really make you want to buy anything, when you already have almost the same exact items
-The marketplace events are a waste of time: the prizes are always the same, and they might be fun for someone who's new in the game, but I don't want a dragon statue, when I already have 9 of them in my inventory, and the time extensions are absolutely useless, because I don't even remember when there was an event or quest in which you could use a time extension. So I have tons of tokens, but nothing to use them for. It's time to update the market events with new prizes that are really something new or useful.
-Speed up the Sim Springs opening, and make the tasks more diverse. It's boring that the main tasks are basically a mirror of SimChase tasks, and the neighborhood tasks are insanely boring. Just placing dozens of tables, beds, then moving them into your inventory or selling them. Seems very lazy game design to me.
-Add new items to the maternity store. I have around 200 000 baby bottles but nothing to buy with them, because I have already bought everything in the store.
-Make-up and more colourful hairstyles for elderly sims!
-Maybe use the existing places for new events/quests, like a quest for the department store, the restaurant, the beach or the funfair.
-New types of events/quests in general. It's nice to have something to do, but it'd be much nicer and give more motivation to open the game if every update didn't just bring a simchase, a craft event etc.. New types of regular events would keep the level 55 players interested.
-Maybe a regular architect competition? Players could submit their designs, and on some regular basis the best ones would get rewarded. It would get more players into designing houses.