It depends on the gig, but I do a lot of twirls, and stick tosses. Most of the time, I play with my whole body and get really into the music.
With something like a Jazz group, the stick tricks can't always work, but non-the-less you should look like you are really into what you are doing.
As a musician, you are an entertainer. People don't go out to listen to live music, they go out to WATCH live music. If they want to listen to it, they stay at home with an i-pod.
I HATE watching a drummer who sits on stage stone faced, looking board out of his (or her) mind. I don't care how good you are, if you fail to keep my interest visualy, you are not doing your job.