Here’s the recipe:

1. Real events, w/food & wine, set people’s expectations to be social.
2. People in social moods are happier, more open minded and have more fun.
3. Choice, non-cubicle farm venues changes the vibe / tone for the better.
4. People gets the book w/admission, preventing speakers from giving sales pitches.
5. By forgoing slides or canned presentations it’s more intimate and interactive.

Some great comments about book signings on Scott Berkun's blog (http://www.scottberkun.com/blog/2010/how-great-author-events-happen-biznik/). Some tips for running Christian events?