To keep my kids reading during the Summer, we have had reading parties. I let the kids stay up an hour past their bed times (this is probably why they like it so much). We get our pj's on and everyone gathers on my bed with a book and we just read silently...awwww, silence...my favorite part about this whole arrangement.
It sounds too simple to be exciting but the kids really enjoy it. I love it too because it gives me a chance to read my book. In fact, the other night we were going to watch a movie and Aaron requested a reading party instead. Yeah! I love anything that will encourage my kid's love of reading...even if it means letting them stay up an hour later.