Author Name Recognition and Events

Now that I found the right place to post this (thank you, Laurie), here goes again.

Has anyone out there hosted an event featuring the work of an author who is primarily known as a short story writer and, therefore, perhaps unknown to most of your patrons? I would very much like to feature the work of Lorrie Moore whose current novel Gate at the Stairs is receiving great reviews, but she is known as a short story writer to many. For us, short story collections/authors have not been successful. Indeed, even though we have a substantial number of well-reviewed short story collections, they rarely circulate. My concern is that most people in our community would not recognize Lorrie Moore's name, and name recognition carries substantial weight here, whether related to short stories or novels. How would you generate interest in an author whose work your community may not be familiar with? Do we forget such an event or get to work 'spreading the Lorrie Moore message?' Your thoughts would be most gratefully received. Thanks very much.