When Walter and Patricia Boyer moved two years ago to Ridgewood, N.J., an affluent community of 25,000 about a half-hour drive from their previous home in New York City, the couple knew they wanted to invest in a local business. One day, after "cold calling" almost every realtor in town, one agent told Walter that Bookends, the town's only independent bookstore, was for sale. He could see the storefront out the window, right across E. Ridgewood Ave. The owners, Walter and Dana Gilligan, who had founded Bookends in 1984, were ready to retire, but they weren't about to sell their baby to just anyone.
The realtor soon introduced the Boyers to the Gilligans. Though neither Boyer had previous bookstore experience, Walter Gilligan was confident he and Dana had found the right people to take over Bookends: "They were young and enthusiastic. They lived in Ridgewood. They both had backgrounds in marketing." Walter Boyer had put in more than 20 years as an executive at Procter & Gamble, GE and, most recently, L'Oreal Cosmetics. He now serves as the store's main buyer and operations manager, besides handling the many sports books signings. Pat, who manages publicity as well as the store's Web site, had nearly 20 years as deputy program manager for the tourism division of the Canadian Consulate General in New York/Philadelphia. ("No, I'm not Canadian," said Pat, "but that's another story.")
The Boyers took possession December 2 of 2002. The Gilligans came into the store throughout that month to help with the transition. As part of the deal, the Boyers retained the existing staff of two full-time and two part-time employees. "One of the first changes we made was to expand the children's section," Pat told PW. "It was at the back of the store and not visible from the front." The Boyers remodeled, opening up the 3,000-sq.-ft. ground-floor space to make it more customer-friendly. They furnished the children's area with a tot-sized table and chairs. To lure students from the nearby high school, they added graphic novels, and they put wooden puzzles, games and impulse items at the cashier's counter. In the first few weeks, the Boyers increased the store's stock by almost 50%.
One window displays children's books with a seasonal theme, while the other features current and forthcoming author appearances. ("We'll also feature previously signed books, new releases and bestsellers," added Pat.) On the front door is a poster announcing Sunday hours, another innovation of the Boyers. On a sunny winter's day the interior is light and cheerful. Blow-ups of book jackets, signed by the authors, run above the shelves that line the walls. The wall just inside the door is a collage of color photos taken at author signings the store has sponsored over the years.
Who's Who
Bookends has long been known for its ability to attract big-name authors, including such selective celebrities as Caroline Kennedy and Rudolph Giuliani. "It's not uncommon to have an author appear on the Today Show in the morning in the city and at our store the same day for a 7 p.m. talk and signing," said Pat.
A 2,500-sq.-ft. basement-level room, able to accommodate up to 110 people, is devoted to readings and signings. Pat coordinates closely with publicists from all major publishers. "They know we produce significant numbers of customers for autograph signings," she said. Recent guests included Dr. Ruth Westheimer, astronaut Scott Carpenter, wrestler Jerry "the King" Lawler, Pete Hamill and Chuck Barris. The Boyers have also started to promote lesser-known local authors, such as Dan Schlossberg, selling some 60 copies of his sports book, The Baseball Almanac (Triumph Books), in December alone.
In their effort to better serve the community, home to many young families and former New Yorkers like themselves, the Boyers envision making the basement more of a multi-purpose room. Local book clubs will be welcome to meet there. They plan to put artwork on the plain white walls or perhaps exhibit the illustrations of an author during a signing. Such an event is being planned with Harry Abrams Inc., in which original Audubon prints will be displayed. A kids' Valentine's party, complete with refreshments and a magician, drew more than 50 participants, including the couple's nine-year-old daughter, Patty.
The Boyers have also started to work with other Ridgewood businesses. Recently they collaborated with the Ridgewood Women's Club to host a cooking demonstration by British chef Jamie Oliver. When Arthur Frommer came to the store last week to promote his travel guides, local shops provided wine and cheese for an afternoon "open house."
Walter acknowledges the competition—two Borders, two Barnes & Nobles and one Waldenbooks all within a five-mile radius. "We feel we can provide more personalized service from a very knowledgeable and well-read staff," he said. "We have the best selection of signed books and can typically get a very fast turnaround—within 24 hours—for special orders." As for the alternative to buying a book on-line: "We feel that the shopping experience in-store should be fun and entertaining, engaging and educational—well worth the time and more valuable than price alone."
As part of the fun, they're planning an in-store Harry Potter and the Order of the Phoenix slumber party the evening of June 20, when the long-awaited fifth book is released. Readings, pizza, prizes and Harry Potter videos will be featured for those who pre-order the book or purchase it that night from the store. "It's for kids only, I have to tell a few disappointed adults," said Pat.
Walk-in traffic has picked up significantly, not just children but also adults, many of whom may not have frequented the store in years and are curious to see the changes. Browsers do become buyers. "We forecast first quarter 2003 sales to show an increase in the low double digits versus first quarter 2002," said Walter.
The Boyers still have plenty of ideas to make Bookends even more inviting. Pat is working on a children's event calendar, which will go on the store's Web site, and has already hired an event coordinator. They're in touch with several local nursery and elementary schools about providing books for their spring and fall book fairs. They also plan to host book fairs at the store as well as bake sales and other school-related activities.
Where do the couple get their retailing savvy? Walter grew up in a small town outside Philadelphia, founded by his great-grandfather, where his family operated a general store until the 1960s and understood the benefits of small businesses in partnership. From moving around a lot growing up, Pat learned the value of listening, observing and getting along with others. In her promotional work at the Canadian Consulate, she was constantly bringing together partners at the federal, provincial and local levels.
"Regardless of what products or services you are providing," Walter told PW, "understanding your clientele's needs and trying to figure out an efficient way not only to meet those needs but to exceed expectations should be the goal of any business, whether you're selling cosmetics, tourism to Canada or books."
When asked about the rewards of their new business, the Boyers indicated it was the people: an informed and friendly staff, local authors who drop by (Harlan Coben is a regular visitor), a well-read and supportive clientele, gracious and appreciative publishing professionals who help schedule the author signings. These are some of the joys of running an independent bookstore, along with seeing that it continues to grow and serve the local community.