1. What are 3 or 4 things you really like about the range where you shoot?
I currently only shoot at a free, city maintained outdoor range that is unmonitored, but when I did shoot at indoor ranges, the number one thing was ventilation. The air flow has to be positive and constant, not to mention is outside air, it needs to be cooled in hot areas. AC will not work well on many indoor ranges due to cost of cooling such an enormous space, but swamps can work, IF not in a humid area. Also, as mentioned, no restrictions on picking up my personal property, i.e., my brass I brought in. Full disclosure, I worked at two ranges years ago, and we had enough extra brass left over to have a brass barrel with baggies for reloaders to "grab bag" what they wanted. That was popular. Amenities are huge, a place to sit that's relaxing, preferably watching the line, so non shooting family members can watch, (yes, you will get them), and others can swap war stories and other lies without taking up sales floor room. Free coffee would be neat, but costly, however a couple of soda machines would be fine with disclaimers, "please no food or drink on the firing line" Cue that nice comfortable place to sit, catch a breather, and see the displays all around through a relaxed eye...and realize, "Gee, I really could use a new cleaning kit, and those spare magazines for my pistol sure are reasonably priced."
2. What are 3 or 4 things you really dislike about the range where you shoot?
Overbearing staff. Hire people who love to shoot, and know something about guns. People can tell you all the horror stories about range salesmen/RSO who know bupkiss about anything the spout. Restrooms need to be clean, stocked, and WORKING - I have experienced dirty restrooms with no toilet paper that look like they should be in a Conoco on south I-10! Costs that reflect reality - if you are charing Hollywood prices for Dixie customers, out the door you will go.
3. If you could change anything about the design or amenities, what would they be?
Better backstop. Do NOT skimp on the backstop. That will be the single biggest and most important expense, and you NEED to go big. If you buy something cheesy like one range I worked at, you have ricochets that go interesting places. For instance, we had a lady who had bounce back bad enough she had to be taken to the hospital by ambulance. Also when cleaning the traps, (nothing more than steel buckets bullets fell in to at the bottom of the slant), I could look straight up and there was a thin gap between the overhead steel and backstop. You know what was above that? Holes in the ceiling where ricochets went straight through the roof, straight up. Pay good coin for a good, solid reliable backstop that's easy to clean and you will also have to pay more for rifle strength metal. If you go pistol only, you will lose business, and I can ALSO tell you how much fun it is to replace a steel backstop panel with 8 divots out of it from a guy who brought a Ruger Mini-14 on the firing line...told the RSO it was "just a 22!"
4. In terms of TIME (not distance), how long are you willing to drive to get to a range you really like?
Less than an hour, to be honest. Location, location, location - make sure you have some fast food joints nearby, but NO BARS. Throwing out drunks is not fun.
5. Anything else I should know about? Question(s) I should have asked?
Rentals. Nothing drives business more than handgun rentals, "drive before you buy!" It is NOT cheap, and will put a dent in trying to keep up with popular models, but some places, Glock comes to mind, will do discounts on range rental guns with some stipulations, like they can't be sold for a year, IIRC. Also, ammo - "range rentals must be fired with our ammo" No snark on reloaders, after all, I AM one, but I have seen some reloaded ammo that scares me to death. Blow up YOUR gun if you want, but ours only shoot what we have - and then make sure to stock two different kinds behind the range counter, the GOOD stuff, "so they can feel what real defensive loads are like" and cheaper range fodder. They WILL buy both. Also, look into hosting small local matches, IDPA style shoots, local stuff for small prizes out of the store, "first place, 100 rounds of Remington 9mm ammo, second prize new hearing protection", something like that. Write it off as promo at retail value. Also, get good MATCHING display cases. Buying used and mismatching is much cheaper - and it looks that way. If your sales floor looks like it came from Goodwill, what else did you skimp on? Oh, and speaking of skimping, get good target carriers - the clothesline ones are cheap and break easy. Rails are expensive, but people love them as the target doesn't bounce around when they get the right distance for 30 seconds...but repairs aren't cheap. Good baffles over the lights, too. Beware what lights you use, as some require damn near haz mat cleanup, and having to shut the range down every hour and bunny suit an employee to clean up haz mat will kill business. Plenty of well protected lighting.
Get your staff NRA Instructor certified - new shooters have questions, and they don't always come with a friend.
Hope that wasn't too much. It's been a few years since I worked there, (no, that range is long gone), so I probably forgot something....
They have miles of land beyond the berm, too, nothing but farmland. 
