New Bookstores: It's a Regional Thing

Spurred by reports from regional trade shows regarding an increase in new independent bookstore openings, Bookselling This Week decided to survey each regional booksellers association to see if it was true. Was there an increase in newly opened bookstores joining regional associations in 2002?

While BTW's reporting does not yet reveal a conclusive national picture, at least three regional associations -- the Great Lakes Booksellers Association (GLBA), the Upper Midwest Booksellers Association (UMBA), and the Mountains and Plains Booksellers Association (MPBA) -- reported new membership increases in 2002 over 2001. And though newly opened stores represented much of this growth, some regional association directors stressed that they only track new memberships; they do not parse out newly opened stores from existing stores in their membership counts. (In the coming weeks, BTW will continue to report on this issue through contacts with the regional trade associations.)

"This is the first year in many that we have heard of a number of people either starting or planning to start stores … it was a bit of a surprise," Jim Dana, executive director for GLBA, told BTW via e-mail. "I've only begun to think about why that might be. Perhaps simple 'quality of life.' It's now been long enough without the local independent that people are beginning to notice and to recognize that a trip out to the strip where the big box stores are located is not what they're looking for in a book shopping experience."

Susan Walker, the executive director for UMBA, noted that, while the number of new stores joining UMBA is greater than "what we're losing," its membership has not reached its high point of the early '90s. "One of the things that impressed us is people still wanting to open new stores," she said. She added: "I think it seems as though the number of new stores seems to be increasing. I don't know why, I know it's not the economy, but if you need [a loan], interest rates are down."

"I have to say I think that there are a few more [new members] this year than last year," said Lisa Knudsen, MPBA's executive director, who added that, overall, MPBA membership has been "fairly stable" for the last five or six years. However, many newly opened bookstores "don't stay in business very long," Knudsen noted. "Some are very smart; they find a new wrinkle or a niche. But when I have a newly opened store join, I keep my fingers crossed."

Owners of newly opened bookstores who spoke with BTW seemed to have some things in common: they chose a location away from highly populated areas attractive to chains, they offered customers a diversified stock, and/or they found a market niche to exploit. And all pride themselves on customer service.

Full of the Dickens bookstore in Sandusky, Ohio, and a GLBA member, is a perfect example of this trend, finding success through a great location and diversification.

The bookstore had been open for 10 years before closing in 2000 due to dwindling sales, said owner Cindy McClung. "We re-opened in May 2002," she said. "Before it was strictly children's books. This time I've diversified." Today, the store sells maternity clothing, specialty gifts and toys, and children's and parenting books. Now, the store bills itself as "For the Mom to Be and Their 'Little Ones.'"

Additionally, the store opened in a new location, one that was perfect for a maternity shop/bookstore. "Now, I'm in the mainstream of the community, between a pediatrician's [office] and a day care center, by a traffic light, so people [driving by] have to look at me," McClung said.

"Books are literally 20 percent of what I sell," McClung continued. "I saw there was no maternity shop in my area. The diversification has allowed me to be successful." She noted that, as of October 23, she already had $4,500 in Christmas lay-away. "In this economy -- here I am, with $4,500 in lay-away…. I pull the customer in when they're expecting, and then hang on to them."

Speaking of finding a location far from the competition: Silvertip Bookstore is located at one of the five gates to Yellowstone National Park, in Gardiner, Montana. "I'm at the Northeast entrances, the Roosevelt Arch," said owner Debra Telsing, who opened Silvertip in December of last year and is a member of MPBA. "I'm now the only bookstore out in the country."

Not surprisingly, Silvertip Bookstore relies on the tourist trade, grabbing customers as they trek in or out of the park. Between May and September, the town's population is about 1.5 million, give or take; the other seven months of the year the population drops to 800 people. "It's rough in the winter," Telsing noted, but, luckily, "the locals like to read."

Silvertip Bookstore stocks over 25,000 books, new and used, including rare books, and Telsing specializes in 16th to 18th century Bibles. "One of my Book of Hours from 1557 is being auctioned at Sotheby's," Telsing said. "I'm very excited about that."

Because of the store's location -- it's the only store at the park entrance -- SilverTip offers more than books, Telsing noted. "I have espresso, latté, and bagels," she said.

Telsing, who is originally from Maryland, said she chose her location because, "out here, you have to drive so far to get to a Barnes & Noble -- it's an hour-and-a-half away. Big places are up to three hours away." She added, "One of the best things being done [for independent bookstores] is Book Sense. Being able to offer a gift certificate at my small, little store to someone from out of town… It helps independents band together."

For Petra Williams, owner of All About Books, an UMBA member bookstore, it's all about location, location, location. Smithville, Missouri, is a rapidly growing community of about 5,000 people. The nearest competitor? A Barnes & Noble about 30 minutes away. Like Full of the Dickens and SilverTip Books, All About Books is filling a niche, and offering its customers something they can't find at the big box stores. Williams' bookstore sells used books, out-of-print books, and also focuses on children's books.

"People tell me that they're glad they don't have to go to the Barnes & Noble," Williams told BTW. "People are so glad we're here." --David Grogan