Do you consider the Veteran shop in its current make-up to be adequate in any way to entice players into adventures?
I don't think enticing more players into Adventures is a good idea, without fixing the problems first.
#1. New players have no clue what to do, resulting in frustration for themselves and their team.
There should be a mandatory tutorial - teaching how to move, move & shoot, heal, go to the different buildings, take over a building, etc. - that needs to be completed before a player can start playing Adventures.
#2. No gun, no play.
It's a shooting game, you really shouldn't be allowed to play without a gun. I'd even go so far as to say you should be required to have a gun appropriate for your level - I'm a bit tired of seeing level 70 guys with a brittle bow, since the "team balancing" algorithm seems to only go by player experience level . One team gets the level 70 with brittle bow, the other gets a level 70 with lvl 1 Outlaw.
#3. Get rid of the trolls.
You know, the ones that line up behind a teammate and fire 2 shots into their back and laugh? Or the ones that run around doing nothing but post insults and not even attempting to win. If the activity & chat logs were saved it would be easy enough to spot troll activity with a script, with the offenders banned from adventures for a period of time.
#4. Don't allow the chat window to be closed.
Once the trolls are gone, there's no reason to close chat. It's a team game, having a teammate unable or unwilling to communicate sucks.
If these problems aren't fixed, an influx of new players is just going to make them worse.