Spring 2022 - 81

RETAILER PROFILE
newsletter that outlines all the events
for the week.
The Art Gallery at Story & Song is
the main event space and it can seat
130 guests for theatre-styled events
and 75 guests for sit-down occasions.
Events
such as Children's
Story
Time on Saturdays, monthly book
group discussions, monthly TEDTalk
discussions, weekly StoryCast, stage
readings, author presentations, literary
luncheons, an monthly Evening of
Story & Song Concert Series with
singer-songwriters (even Grammy
Award winners,) informal music
jams and Cinema & Conversation for
independent films.
Donna Paz Kaufman, co-owner, has created a community-based
bookstore that offers books, events and a bistro.
space. " Displays at each entrance
incorporate " focal points " to spotlight
particular items.
The shop carries a minimum
of 12,000 titles and its " customers
appreciate the displays and shelftalkers
to help them make selections, "
she detailed.
Displays are rotated weekly.
" Tuesday is the 'lay down,' or
release date, in the book business.
Owners
are
asked by publishers
and wholesalers to sign affidavits
that they will honor the official
release date and not display or sell
the merchandise earlier. This policy
stretches to all vendors in the book
business and came as a result of chain
stores receiving their allocations
before independent booksellers, an
unfair advantage. Asking everyone to
honor release dates levels the playing
field, " she explained.
SERVICES
Weekly emails, personal shopping,
complimentary giftwrap, shipping
services and its Circle of Readers
program appeal to customers. The
Circle of Readers program includes
weekly email blasts and a financial
incentive for customers once they
reach $200 in accumulated purchases.
There is even a bistro on
premise. " When I managed DavisKidd
Booksellers in Nashville, I
experienced the magic of a hybrid
business like a bookstore café. Ray
Oldenburg's concept of the 'Third
Place' - not home or work, but places
that are the 'heart of community' -
that is what we wanted to create for
ourselves and our community, " she
explained. The Bistro is popular and
offers catering services within the
community and it also provides food
and beverages for events held in its
Art Gallery.
" Food is an expression of love and
community. It fits perfectly with our
mission and our goals of Community,
Conversation and Connection. "
EVENTS & PROGRAMS
Events and programs are part of its
overall success and provide Kaufman
a method to collect customer email
addresses. She sends out a weekly
" A bookstore bistro is an informal
hub. It's a place where you can be alone,
but not lonely. It's a place where you
can travel anywhere and take on any
adventure. It's a place you meet people
like yourself ... curious, " she described.
And Story & Song's focus on " serving
people
and
creating
has created an appealing, welcoming
environment for customers.
The Bookstore
Training Group,
Paz & Associates
Donna Paz Kaufman also owns
and operates Paz & Associates, a
bookstore training group that was
formed in 1992 to help independent
booksellers develop business skills.
Since its inception, this training
and consulting group has worked
with over a thousand existing and
prospective booksellers. This global
business assists booksellers learning
about retail - the best-practices
of store design, merchandising,
inventory management, marketing,
business development and staff
training. " The American Booksellers
Association looks to Paz & Associates
to help new owners learn the
industry and best practices, "
Kaufman detailed.
For more information, visit
www.OpeningABookstore.com, or
contact Donna Paz Kaufman via
email at dpaz@pazbookbiz.com, or
by phone at 904-556-0019.
GIFTSHOPMAG.COM 81
community "
http://www.OpeningABookstore.com http://www.GIFTSHOPMAG.COM
Spring 2022

Table of Contents for the Digital Edition of Spring 2022
