For example, a club for this tea party – you spend some gold, drink tea, socialize with NPCs, chat about this and that, and you can even place decorations there. Or a club for those who like to farm a creature in a tower – they gather a party, possibly with some club-specific bonuses, and go to defeat it. All of this is interspersed with jokes and dialogues with NPCs, and so on.
We need that kind of working concept.