Assignment X – Reaching Non-Users
I drink to support the libraries, true story.
How Can Beer Attract New Library Patrons?
If you did not already know, Coloradans love beer. In 2014, Douglas County Libraries (DCL) launched the Brew Tour. This two-month event encourages library users to explore Douglas County and brings in new patrons. The challenge is simple – visit coffee shops and breweries to log points using Beanstack (via app or website) and earn prizes. DCL organizes scavenger hunts, beer games, bingo, tea and chocolate tasting, craft nights, power hours, and more at these business and library branches. At each event, at least one DCL representative pitches the brew tour and showcases prizes.
Turns out people are more inclined to approach the table when freebies are handed out. It welcomes conversation, nothing is expected in return, and they leave with a tangible item (like a sticker), and an overall positive feeling (Admin, 2025).
And it’s ADULTS ONLY (18+ to participate, 21+ to drink). DCL is serious about alcohol permit regulations at their branches. Oh yeah, there’s drinking in the library after hours.
Brew Tour Evolution: DCL is always asking for feedback and input on events, partners, and prizes. Want to participate, but are not a huge fan of beer? DCL added coffee shops and tea tastings. Difficulty with registration for the big events, like the scavenger hunt? DCL added more opportunities and power hours. Power hours are usually a two-hour window for participants to check in at a location and get double the points. Casey and Savastinuk (2017) champion making changes whenever necessary and moving away from the idea that libraries are just about books.
Personal Tip: Volunteering at these events is the way to go. You skip scrambling trying to register for the big events, save money, earn points, and connect with more people than if you just participated.
Other Ways to Bring New Patrons
Outdoor Storytime: If possible, host storytimes outside at a local park near the public library. My local branch is fortunate that there is a park only a quarter mile away. There’s also a free parking garage to accommodate visitors since parking around the park is limited. In addition, the park connects to a trail system, walkable from downtown neighborhoods and surrounding condominiums. The park is also ADA-accessible and features a splash pad.
Parade: County fair coming to town? Scrounge up some staff and volunteers to take a walk and hand out freebies.
Reserve a Space: This one is bit of cheater, since I already know about study rooms, conference rooms, and event halls reservations. HOAs, scout groups, remote workers, book clubs, and birthday parties meet up at the library regularly.
My military retirement was a public library and bribed guests with the tagline “RVSP for Happy Hour at the Library.” Just so happens that a current ID with a Colorado address fits the requirements for a library card, because…
Colorado Libraries Collaborate is a state-wide program that allows anyone with a Colorado address to get a library card anywhere within the state. Live out of county? Not a problem.
Image by author.
Non-users may think of the library only as a place for books, unaware of the innovative programs, technology access, and community events available. To bridge that gap, libraries must proactively and creatively go to where non-users are. Morgan (2024) has lead the Brew Tour for a decade using strategic partnerships, and each year the event grows in popularity.
Library users already know the wealth of resources available: special pass programs to state parks and museums, immersive community events, like author talks, and emerging technology services, such as media labs, digital studios, and non-traditional item lending (tools, instruments, board games, etc.). But for non-users, none of that matters, until they make a connection, either with a person, an experience, or a freebie they take home.
DCL’s Brew Tour program demonstrates how libraries can meet people in casual, social settings, such as breweries or coffee shops, to form authentic connections. It’s not about handing out brochures, it’s about having conversations, sparking curiosity, and showing up in unexpected places. The Brew Tour exemplifies outreach that is experiential and welcoming.
Cheers!
References
Admin. (2025, March 28). The psychology of promotional products: Why freebies drive customer loyalty. Promo Direct. https://www.promodirect.com/blog/the-psychology-of-promotional-products-why-freebies-drive-customer-loyalty/?srsltid=AfmBOooEEwwrasjJtwUCY9YP8Re6Ed-vrjvYqRz6-OwJVK_N_0FY4Ofr
Casey, M. E. & Savastinuk. (2007). Library 2.0: A guide to participatory library service. Information Today.
Infographic References
Douglas County Libraries. (2017, August 22). Douglas County Libraries partners with local brewers for 4th annual great Douglas County brew tour. https://dclblog.org/press/douglas-county-libraries-partners-local-brewers-4th-annual-great-douglas-county-brew-tour/
Douglas County Libraries. (2024, August 16). Douglas County Libraries partners with local brewers for unique brew tour experience. https://dclblog.org/press/douglas-county-libraries-partners-with-local-brewers-for-unique-brew-tour-experience/
Graphic References
Douglas County Libraries. (2022, August 10). DCL brew tour offers a taste of community and local businesses. https://dclblog.org/press/dcl-brew-tour-offers-a-taste-of-community-and-local-businesses/
Stephens, M. (2016). The heart of librarianship: Attentive, positive, purposeful change. ALA Editions.
Jacque, first of all, LOVE THIS. I have never heard of a Brew Tour before and thought this is such a good idea. Very fun and interactive, which also includes local businesses, it’s a win-win. Even though this specific program is adult only, I can imagine a children’s one too. Maybe the children are visiting local game stores, bookstores or just stopping into stores downtown. I am thinking about how in my town the local downtown businesses all participate in trick or treating. Thanks for sharing, wish I could sign up and participate!
Hi Jacque,
What a cool idea! I love this!
I’ve been fortunate to attend a handful of beer festivals in my time. During them, I’ve been surprised by the amount of learning, exchange, and moments of vulnerability that happen. In exploring new beers, new breweries, and new people, attendees discuss trends, styles, distinctive aspects per region or company, how beer can relate to food or other activities. There is so much sharing of insight and perspective at those events. And people really open up. Finding a way to tap into that tenor of environment makes a world of sense for libraries.
I also was a fan of Warner’s article from Module 5 about a lot of the outside-the-box partnerships that are happening in Canada, which your post reminded me a great deal of! (Warner wrote about things like kiosks at airports and bus terminals and the like, but it’s similar in that it’s a venue for libraries to branch out with and reach folks in ways many might not anticipate.)
Hey Jacque!
I love this idea, especially here in Colarado, where people take their beer (well, their drinking of beer…) VERY SERIOUSLY. What a great idea to get people in the door and read. I also really loved the hot tip of volunteering–way to skip the line! Ideas like this, that meet new patrons where they are, involve friends, and that promise a different perspective on Brand Library, are what is going to keep people coming in long after the tap runs dry.
Thanks so much for this!
Mei