Got any friends who own a cafe ?
What would make you interested in joining a cafe-based chess club?
Unwieldy title (honestly, can't I think of anything better? No, it's late), serious question. I don't play nearly enough non-website chess, and am considering starting my own club, since I'm too busy (well, and lazy) to travel to the few I know of around here. Ideas are welcome. But, I'm not getting naked - bad tan lines.
Prizes!
I've been to Chicago twice and the weather is absolutely brutal. I'd hazard to guess that people from Chicago are pretty hardy - perhaps more competitive than us lazy Southern Californians who have no challenges when it comes to weather. It makes us weak as individuals. Now, I was born and raised near Philidelphia, PA. - so I know a little about bad weather - but again, Chicago is absolutely brutal. I'm rambling now.
O.K. Prizes. Prizes. Prizes.
People will join your club if they have a chance to win something - like a ten or twenty dollar gift card to the cafe. I'd show up for that! 
I would like it when there is a nice atmosphere in there. Peoples (not too many), staff(friendly) nice foods and drinks and of course the games.
Take a set, a book like Zurich '53 or something, and start playing through annotated games. That way, you accomplish something even if nobody cares and they all think you're a loony.
Get a little piece of cardstock, fold it into a tent, and write on it in bold magic marker, "ADVANCED BEGINNER. JOIN ME!" Set it on the table next to you. I think with that title, nobody of any strength will think you're too good OR too bad to bother playing a game with. Doesn't matter what your real strength is.
Play games, strike up conversations, and next time bring two boards. Get email addresses. Send out invites when you're going to be out and playing, and eventually turn them into regular chess clubby deals.
Take a set, a book like Zurich '53 or something, and start playing through annotated games. That way, you accomplish something even if nobody cares and they all think you're a loony.
Get a little piece of cardstock, fold it into a tent, and write on it in bold magic marker, "ADVANCED BEGINNER. JOIN ME!"
Set it on the table next to you. I think with that title, nobody of any strength will think you're too good OR too bad to bother playing a game with. Doesn't matter what your real strength is.
Play games, strike up conversations, and next time bring two boards. Get email addresses. Send out invites when you're going to be out and playing, and eventually turn them into regular chess clubby deals.
This is what I did recently. I brought my tournament size roll up mouse pad board and triple weighted plastic pieces and sat in the most visible place in the mall. Everyone could see me sitting there with a chess book and my set. I played a good player a few days ago who knows of a lose network of serious players in town. 
Gotta start something somewhere. 
Nobody's going near my precious stash of painkillers! And Prawn, if you want girls, I can get you girls. Quality not guaranteed.
The realistic suggestions I am happy with, particularly because I just bought a copy of Zurich 1953 and haven't had time to start reading yet. I'm inclined to agree with Anthony on the prizes issue, and suspect a free first coffee would be a much better allocation of my (limited) resources. Hmm, much to ponder...
Of couse, the major problem is that beginners would have to learn the game from someone as horrible as me, but well, that's life.
After a few meetings you could probably get the cafe to spring for some free stuff, since you're bringing in potential customers.

Unwieldy title (honestly, can't I think of anything better? No, it's late), serious question. I don't play nearly enough non-website chess, and am considering starting my own club, since I'm too busy (well, and lazy) to travel to the few I know of around here. Ideas are welcome. But, I'm not getting naked - bad tan lines.