Bookstores Find Ways to Monetize Events

Ask a reader what they like best about their independent bookstore, and “events” is bound to make the top of the list. But as the owners of these stores know only too well, monthly, weekly, and in some cases, daily events require a designated space, careful scheduling, extra staff on hand on the day of the event, and a preemptively bulked-up inventory. The extra effort and expense is all worth it if the store rings up sales, but with an increasing number of customers already having bought a book online or planning to do so later, some booksellers have developed alternative ways to ensure a profit.

The Booksmith in San Francisco, California, doesn’ t charge for author events, but it does encourage book purchases by offering reserved seating for customers who buy a book in advance. “We usually have four to six events annually where seating ‘sells out’ with pre-purchased books,” said Booksmith co-owner Christin Evans.

Ticketed author events are common in many other San Francisco venues, she added, so customers don’t have a problem with paying for some of Booksmith’s more elaborate events. The store has two monthly ticketed events that regularly sell out. At Book Swap, which costs $25 to attend, 30 people bring a book they liked, and swap with another attendee. Food and drink is provided, and an author is usually present. Literary Clown Foolery is $10 to attend, and showcases various local performers in the store.

Hockessin Book Shelf in Hockessin, Delaware, is a very small store that — by necessity — charges customers in order to cover the expense of holding off-site events. “Since we knew we would have to charge,” store owner Rebecca Dowling said, “we design events that give the customers a little more bang for their buck!”

Hockessin often partners with other local businesses and that benefits the entire community, Dowling said. Food and drink is provided at most of the events, and it becomes “a fun night out,” she added. “We’ve sold out most events, and have considered all of them successful.”

Hockessin hosts two popular series. “An Evening With an Author” is held at the local library, and the store partners with a local business that caters the event. Attendees purchase a $10 ticket, plus the author’s featured title. When the author has had more than one book, Dowling said these events often lead to further book purchases.

Another Hockessin staple is its “Eat, Drink, Read” discussion group. Customers sign up to read the trade paperback book chosen for the month, and then the group meets at Chefs’ Haven, a local gourmet food shop, where Chef Mark Eastman provides a meal inspired by one prepared or eaten by characters in the book.

The cost to participate in an Eat, Drink, Read event is based on the price of the book and the meal. Customers purchase the package at the bookstore, and it is rare that they do not pick up more than just the featured title, said Dowling.

At Boulder Book Store in Boulder, Colorado, a $5 voucher must be purchased in order to attend most of the store’s author events. This voucher can be applied toward the purchase of the author’s book, which “definitely encourages book sales,” said owner David Bolduc.

“I think the whole point is that bookstores are trying to monetize all the stuff that we do,” he said. “And to put on an event is a big deal.”

Bolduc said that Boulder has to set up the larger room for events and dedicate the staff to properly run it, which is time and money that comes directly from the bookstore. At the end of June, he notified customers via the store’s e-newsletter that they would begin charging for events and barely received a response. He assumes most customers are understanding, or didn’t notice the change.

“More and more stores are doing it,” Bolduc said. “We’ve been talking about it for a few years, and then we just said ‘Why not?’ No one even notices. We all fear of any kind of change. But everything is changing around us, and we have to keep up.”

“This is giving more people the confidence to do it, which is a good thing.”

Covering expenses is handled differently at Bluestockings, a worker-owned collective in New York City. The activist store, which is completely staffed by volunteers, is not looking to make a profit, but to help cover overhead costs, a staff member will ask for a suggested $5 donation at the beginning of events.

“It’s not huge,” said Bluestockings’ Janelle Kilmer. “But most people that donate feel good about giving it. They feel like they’re supporting the community.”