Always a Fresh Brew at The Reading Grounds

Passion for coffee and books motivated Cindy Collins and Angie Keyes to open The Reading Grounds in Omaha, Nebraska's developing urban area called "Destination Midtown." The 3,300-square-foot corner storefront in a century-old building required considerable effort to regain the original charm of its hardwood floors, large windows, and tin ceiling, but the two novice booksellers, working since February, opened the store and cafe in June and are well on the way to becoming a neighborhood institution.

The store's motto, "A welcoming destination enlightening the world one sip and one page at a time," describes the owners' attitude toward coffee and bookselling, Collins told BTW. "We also say that it's a place to relax -- 'a place that embraces diversity and stimulates independent thinking -- a place where you can always find brewing attitudes.'"

Collins said that displays often pair a book from the left with one from the right -- for example, The I Hate Republicans Reader, Clint Willis, ed. (Thunder's Mouth Press) with How to Talk to a Liberal (If You Must), Ann Coulter (Three Rivers Press).

"Nebraska is a strong part of the Bible Belt," Collins said, "but in Omaha, we have found some surprising numbers." She refers to research by the American Civil Liberties Union and the Citizens for Equal Protection that found 20 percent of the residents of Omaha place themselves in the category of gay/lesbian/bi-sexual/transgendered (GLBT), about twice the national average.

As a result, Collins said, "We have a highly concentrated specialty in GLBT books. Unlike in the big chains, where a person in that section in a corner in the back might as well have a neon sign flashing 'gay' on them, our atmosphere is not intimidating. We also have a tremendous range of books on GLBT subjects -- about families and coming out issues for teens. [The GLBT section] is a huge part of our sales."

The Reading Grounds has also become a hub for local writers, particularly poets. "Local authors see the value of independent bookstores, as opposed to giant chains," said Collins. "We carry their work, and we also have readings and music here. The Omaha Slam Poetry team is competing against the Denver team here at the store later this month."

Collins and Keyes see the neighborhood itself as a team effort of sorts: The revitalization of the midtown area has been promoted and supported by small local businesses, academics, local government, residents, and some of the city's largest employers. Mutual of Omaha -- the insurance giant, University of Nebraska Medical Center, and Peter Kiewit Sons' Inc. (construction and mining) are among those that have joined with neighborhood groups and small businesses to develop the midtown's economic health and vitality.

Whenever possible, Collins and Keyes try to work with other members of the local business community. The local business association now meets at The Reading Grounds monthly to discuss issues of concern such as trash collection, parking, and empty storefronts.

Collins told BTW about the store's arrangement with a local bakery to supply pastries for the cafe -- including its exclusive "Reading Grounds Chocolate Espresso Cookies."

The store posts favorite books of local business owners along with the latest Book Sense Picks. "We have a large display with Book Sense Picks on one half and community favorites on the other," Collins explained. "We post the favorite books of local businesspeople along with information about their business. It raises awareness of area stores and highlights some really interesting books. A recent selection was The Call of the Wild."

Book Sense fliers are placed around the store and at the cafe so people can peruse them while ordering. "People have told us that they like the [Book Sense] lists better than some of the others, because they include such good descriptions of the books. As new booksellers, we have found them very useful along with the shelf-talkers." --Nomi Schwartz