I love the pvp zone.
I think the pvp zone is a great concept and has been done well in many different games. My best memories of playing the Division were going in with my friend and getting gear. The only problem with the zone in new world, is that there is basically nothing to do besides the first day or two after reset when players enter for their coconut. This is the only time the zone is fun. There needs to be other things you can get besides just doubloons.
I think the best way to fix this is add chests that give gear with pvp perks at a max of 710 to the loot pool so there is an actual reason to stay in the zone. Maybe a 1 in 5 chance to roll on the gear selection from normal chests, and then a guaranteed roll from the cursed hoards.