Blue and Silver Book Club promotes reading Published Oct. 15, 2010 By David Edwards Academy Spirit staff writer U.S. AIR FORCE ACADEMY, Colo. -- What's blue and silver and read all over the Pikes Peak region? If you have a school-age child who can answer that question with the word "books," tickets to Air Force Falcon sports events could be waiting for you. The Academy's Blue and Silver Book Club is looking to entice youngsters to read by offering them an action-packed incentive. What started as a partnership between the athletic program's marketing strategists and the Community Center library has expanded to the Pikes Peak Library District. "We wanted to create a program during the school year that would encourage children to read and reward them at the same time," said Melanie East, a program coordinator at the base library. "What better way than to reward them with tickets and special activities with the cadet athletes." Patrons at PPLD library branches can request a brochure that includes a card that librarians stamp to certify the child has met the month's reading goal. For children in first grade or younger, the goal is one book read to them during the month. Kids in second grade and up need to read a whole book if it doesn't contain chapters or five chapters per month if it does. The brochure directs prospective members of the book club to sign up at the Falcon athletics website, www.goairforcefalcons.com. Registration forms can be found under the Marketing tab. Children who meet the goal in a given month are eligible for free tickets to events held the following month. Participating sports are football, volleyball, hockey, men's and women's basketball, soccer and baseball. "It is our hope that the book club will contribute to improved reading habits in the community and introduce new opportunities for families to experience the excitement of Falcon athletics at little to no cost," said Matt Swearingen, a marketing assistant in the Academy athletic department. "It is important for us to communicate this to families in the Colorado Springs area and encourage their support." Correspondence to book club members is done via e-mail, so that's why registration happens online. E-mail messages let members know the latest news and what events are coming up the following month. This is the first full year the program has been in effect. A link to it is available on the Pikes Peak Library District website, and organizers are grateful for the opportunity to widen their audience. "Even though we have a high population of transplants here in the Springs, all with their own loyalties and rooting interests, we want to make sure that families are aware of ways to get involved with athletics at the Academy and experience all of the pageantry, sprit and tradition of a big-time college sports program right here in their own backyard," Mr. Swearingen said. He has concentrated on disseminating the message beyond the Academy's borders. Meanwhile, Ms. East is trying to increase awareness in the more immediate vicinity. Although the program is still in the fledgling stages, she believes the synergy between reading and sports is as much of a winner for the Air Force Academy as it is elsewhere. "Here at the base library we like to encourage different genres each month to introduce new reading materials to the children," she said. "(This program is) our baby. We love to plug it."