Public libraries have traditionally tried to identify and reach out to the underserved in their communities. In Arlington, though ESRI tapestry segmentation profiles told us that nearly half of households are comprised of young professionals living primarily along the County's Smart Growth metro corridors, anecdotally we weren't seeing those numbers in our libraries. Working with a County leadership cohort and using Design Thinking, APL pursued Empathetic Inquiry (in-person interviews in places frequented by Metro Renters), Ideation (creative brainstorming with staff) and Prototyping (piloting and testing solutions). In 2013, a cadre of young, motivated library staff created the Lit Up initiative to increase awareness of the library, create opportunities for continued interaction (online and in person) and update the library's image among the Metro Renter population.

Asking in-person questions related to the Library’s mission without mentioning “Library” (What do you do for fun? How and what do you read? How do you get information?), Millennial library staff, self-dubbed Lit Up, discovered Metro Renters want to be active, meet people in the context of an activity and seek information electronically. Utilizing Meetup, Twitter, a distinctive web presence and edgy art, the Lit Up team pitched standup comedy; coffee, beer and camaraderie; strategy games; literary balls; hopscotch, cookies and milk to capture the attention of their community counterparts and recast the Library as unconventional, vibrant, relevant and fun.

Since mid-2013, Lit Up boasts 302 Meetup followers, has hosted two period-costume, live-band literary balls and launched Commuter Book Club at Le Pain Quotidien, Books on Tap at Samuel Beckett’s Pub, Drop Everything and Read at Buzz Bakery, Coffee Ambassadors at Starbucks. In-house, they inaugurated Late Night Recess at Central Library, attracting 250 game enthusiasts; Shut Up and Write, panel discussions aimed at would-be authors; The Comedy Routine, sold-out workshops on standup culminating in on-stage performances; Financial Planning for Millennials; Strategy Gaming nights; and a standing-room-only evening with Rainbow Rowell. This tiny team, with virtual barnstorming fervor, created silly, sophisticated and serious offerings that upended the meaning of Library for their generation. Lessons learned? Know your audience; go where they are; talk in their terms.