Otherwise I also recommend his "Metamagical Themas" - a collection of all his essays from Scientific American. Here you can skip around, pick out things that sound interesting, and not have to embark on the ~750page journey that is GEB if you don't want to.
I Am A Strange Loop is good, but I didn't enjoy it nearly as much as some of his other work.
(And if it turns out you don't like Douglas R. Hofstadter, perhaps you will like Egbert B. Gebstadter: http://en.wikipedia.org/wiki/Egbert_B._Gebstadter)
The upside is definitely worth a few reading struggles. It's one of those once-in-a-lifetime books (by which I mean that you don't come across books this great often; I don't mean you should read it once and throw it on the fire).
I encourage you to give it a shot.
I would personally recommend reading I Am A Strange Loop, and then GEB if intrigued. This way, you will interpret GEB according to Hofstader's more explicit formulations of his deeper ideas, instead of in the more shallow way GEB can be interpreted, without following the thread about identity.
I think I Am A Strange Loop is classic and cannot say too much about how great Hofstadter is. He gets consciousness. He gets it. And he has good ways of communicating it. One of the most brilliant minds I have read.
It looks like you are from Seattle? Me too, send me an email, I work in biotech, and it looks like you might sort of also?