For as long as I've been a librarian, I've heard librarians talking about how to attracted more 20-40 year olds to the library. One method I've heard repeatedly (often from 20-40 year old librarians) was that we need to do outreach to where those patrons are: bars and other fun places.
I know libraries have set up help desk tables on college campuses, public parks, and even in bars, and also use pubs and coffee shops as a meeting spot for book groups. Recently, I heard about a new book group from the library in Haverhill, MA, that is taking this same tack - here's the groups logo:
Get Lit is a social book club designed for twenty and thirty something readers in the greater Haverhill area. We will be meeting monthly to talk books, socialize, eat, drink, and whatever else might come up. Second Thursday of the month, The Barking Dog Ale House in Haverhill.
I don't drink and I find bars almost unbearable, but I think this is fantastic and I hope it's successful.
Apart from people looking for free wifi, it seems to me that library patrons tends to skew to the extremes, with libraries looking either like day care centers or senior centers. Which is fine, but I also like the idea of reaching out to the patrons in the middle.
My library occasionally brainstorms to come up with program ideas that would attract the "mid-life" patrons, and some work and some don't. The "Get Lit" book group seems to walk a fine line between being clever and devolving into a frat party. However, I still think it's funny, and it's a book group I'd go to. Good job, Haverhill Public Library.