Two years ago, I wrote about Edinburgh becoming the first UNESCO City of Literature. Melbourne became the second City of Literature in August 2008. See www.cityofliterature.com.
The best thing to come out of this is the Centre for Books, Writing and Ideas. See article 'Bold chapter in a Melbourne's life' by Corrie Perkin in The Australian.
Melbourne is also sports mad. Now to combine the two - perhaps getting football players to talk about their favourite books.