The BookExpo America panel on the “Evolution of In-Store Events: From In-store to Online” made me think about people who learn to snowboard in their 40s. There are those who are in decent shape, can let go of their fears and start maneuvering almost like the younger kids on the hill. And then there are those who just don’t want to strap on the board. Both of these types seemed to be in the audience listening to the presentations by a panel of the hippest booksellers who are—last use of this metaphor—screaming down the mountain when it comes to promoting books.

All of them have one message to the packed room: You must know how to party. Dave Weich, the director of marketing at the legendary Powell’s Books, talked about how they make short films related to the books and gave the DVDs away in order to catalyze conversation around the titles. And they have parties off site for crowds of people where buying a book is required for entry. Charles Stillwagon, a bookseller with Tattered Cover said they have hundreds of events at several stores annually to bring people into the store. Stillwagon said they also do podcasts of events and through that advertise their autographed copies of books to generate in-store sales. Tyson Cornell of Book Soup in Hollywood had the greatest bragging rights. REM did a signing of their book at the store, and then the band plugged their book and Book Soup at their concert, which generated tons of traffic to the store and the website. Good deal all around if you can lure famous musicians into your shop. Weich said that people are accustomed to spending money to go to movies and concerts. Books are entertainment, right? Nods all around. Oh, and the panel’s second point next to having parties is: “Yes, we are a brick and mortar store but we are also on Facebook, Flicker, Twitter, MySpace.” Message: your online community beckons.