How old are these folks? I'm assuming that you can mostly find stuff to do for adults. For kids there isn't a whole lot other than the beach. But:
The Gulf Shores Zoo is actually a pretty fun zoo because you can get really close to the animals and they have some decent animals for such a small zoo. And by pretty close I mean you can almost reach out and touch their lions and tigers through a normal chain link style fence. You can get in an enclosure with lemurs, and with kangaroos, usually. Strangely, they won't let you in with the lions.
There is a Waterville fun park just over the intercoastal bridge on 59. Some rides, water slides, etc. We haven't been but friends say it's pretty fun.
There are a couple of putt-putt places up and down 59.
LuLu's is a decent place to eat for the family. Lots of fun stuff to occupy the kids' time. Drinks for the adults. Boats/towboats going by on the intercoastal. It's Jimmy Buffett's sister's place so you get the Buffett atmosphere. Under the intercoastal bridge.
There is obviously the Outlet Mall in Foley. Adults can spend a day there. And all their money.
If you want some damn fine seafood go to Lartigue's. Just east of the state park. Seriously good eats with their steamed crab. Bring cash, they only take cash (they do have an ATM but they steal money from you to use it). You can't eat there, it's strictly To-Go. I think they now have another place right near the 59/beach junction but I don't know what that one's like. Not sure.
Florabama is there, obviously. It is what it is.
Hope's Cheesecake is a few blocks north of Lulu's right off 59. Great selection of cheesecakes.