In the spring of 2006, Hennepin County Library (HCL) in Minneapolis set out to create a compelling new reader's advisory website. Inspired by Web 2.0 principles, the library wanted to engage users as active participants, to integrate resources in ways that made sense to them, and to blend staff- and patron-contributed content to create an attractive and enticing online destination for the community. HCL serves a large, active community of readers. County residents check out an average of 17 items per year, twice the national norm. Recently merged with Minneapolis Public Library, HCL serves more than 1.1 million patrons with 41 libraries and a collection of more than 5 million titles. Website visits numbered slightly more than 13 million in 2007. The library's websites are supported by the web services section--six librarians (5.3 FTE) plus a manager who develop content, coordinate staff contributions, and provide programming support. In early 2006, a team of five librarians, led by the web services senior librarian for adult services, was formed to develop the new site. With support from the HCL's art director, the team created the design, developed content, conducted testing, and solicited feedback from staff. BookSpace was chosen as the new name, and the domain name "BookSpace.org" was acquired to ensure easy access to the site. BookSpace was launched on Feb. 14, 2007, in conjunction with an "I Love to Read" marketing promotion.