Booksellers Continue to Plot Potter Plans

Where people purchase the hundreds of thousands of copies of Harry Potter and the Order of the Phoenix on June 21 may ultimately be more memorable than the book itself. Based on correspondence from independent booksellers around the country, customers should be prepared for anything at midnight -- documented bookstore ghosts, abandoned owl adoptions, homemade chocolate frogs, slug canapés, and vault tours of an actual bank.

Many stores are opting for a late night party on June 21 with midnight distribution of the book and an assortment of themed activities. Events planned are grander and more involved than for previous books in the series. Booksellers have told BTW that, with the special events planned, customers are gaining value well over the cost of the book, even at full list price.

Most importantly, customers are participating in a phenomenon -- adapted by bookstores to fit each community's individual personality. Small town stores, such as Red Lodge Books in Red Lodge, Montana, are aware of the significance of their events to their close-knit communities. Red Lodge's owner Gary Robson, at 6'4" tall and 260 pounds, seems typecast for the role of Hagrid. "Like every other bookstore in North America, we'll be opening the store at midnight on Friday, June 20, and pulling out Harry Potter and the Order of the Phoenix a minute later," Robson said. "The decor will be Harry all the way. We're taking advantage of everything Scholastic has to offer us, and then carrying forward with a few ideas of our own. Suspended from our 100-year-old, 14-foot tin ceiling will be broomsticks and golden snitches. The goodie table will, of course, feature Bertie Bott's Every Flavor Beans, and through the magic of dry ice, fruit punch will be transformed into a steaming, bubbling potion. Various glassware from a local chemistry lab will provide the proper background."

At this point, the Robsons and Red Lodge Books diverge from the expected and give their celebration a unique and worthy touch: "To raise funds to care for injured wild animals, our local nature center is running an 'adopt an animal' program, and we'll be featuring a pair of their owls in the store for the party. The owls, Leo and Leon, will act both as Hedwig's local representatives and as ambassadors from the Nature Center. We will, of course, keep them well separated from the rats and toads, which are being provided by a classroom from one of the local schools."

Forest City, Iowa, population 4,000 and home to Enchanted Forest Books & Coffee, usually boasts little nightlife. But according to store owner Carolyn Frakes, Friday, June 20, will rock. "From 11:00 p.m. to 12:30 a.m., we'll host a party with fans dressed up as their favorite characters and award prizes," Frakes explained. "We'll be serving genuine Pollyjuice Potion and some disgusting appetizer; we'll be showing the movie Harry Potter and the Sorcerer's Stone downstairs with seating for 50; we'll have coloring contests, broomstick riding lessons, and we're figuring out a way to play 'ground' quidditch. Right now we have 92 Harry Potter and the Order of the Phoenix books on preorder, which is phenomenal when you consider we only keep ones and twos of every other title, even bestsellers, on our shelves, and rarely sell more than four or five copies in any given title per month."

Lee's Book Emporium in Glasgow, Montana, another town of 4,000, will hold its first Harry Potter Party on June 21. In keeping with the town's character, many people from the community are pitching in and handcrafting the supplies. Owner Lee Musgjerd told BTW that she is making wizard hats, a local seamstress is fashioning costumes, and the chocolate frogs will be homemade. Musgjerd's two sons, who are 12 and 10, will be appearing as Harry and Draco Malfoy, respectively. Said Musgjerd, "We are so excited to be able to participate in this. Our town is very excited also. It's the first time anything like this has happened here."

Michelle Barron, owner of the Book House in St. Louis, Missouri, described to BTW how the store itself will be part of their celebration. "The Book House is actually housed in an historic 1865 Victorian farmhouse with many rooms on three floors for customers to browse our unique selection," Baron said. "We are also the home of several 'real' ghosts including Valerie, an eight-year-old girl of whom frequent sightings have been made at our store. Her story is documented in several books. Space will be limited so we are asking people to prepay for their copy of Harry Potter and the Order of the Phoenix ($29.99), and they will receive three tickets to the party."

The Book House is offering 20 percent off everything else in the store from 8:00 p.m. until closing during the Harry Potter "Sleepover" Party. Barron told BTW that customers could save the price of the book many times over if they choose to buy a lot of merchandise that night, as well as enjoy an elaborate event.

Also seeking an atmospheric venue for its Midnight Release party, 57th Street Books in Chicago, part of the Seminary Co-op, will occupy the Reynolds Club on the University of Chicago campus. According to Jessy Needham, the children's buyer, "The University of Chicago is a school renowned for its gothic architecture -- very Hogwarts! The party will begin at 10:30 p.m. and last until 12 midnight, at which time we will begin selling the books. We'll have arts and crafts activities, strolling entertainers, treats, and perhaps even a costume contest. Admission will be free. At the release party for the last Harry Potter title, we attracted more than 500 people to our store."

Like the Book House, The Yankee Bookshop in Woodstock, Vermont, the state's oldest independent bookstore, will offer a discount off all books purchased during the midnight sale. One box of Bertie Botts Every Flavor [Jelly] Beans will be given free with each Harry Potter and the Order of the Phoenix purchased on June 21 at 12:01 a.m. and closing at 6:00 p.m. Owner Susan Morgan, told BTW that the store will hold a lottery for any Order of the Phoenix display material provided by Scholastic.

The music of the Wolverine Jazz Quartet will contribute to the atmosphere of the Harry Potter Midnight Madness Sale and Party at Willow Books & Café in Acton, Massachusetts. The event marks the second time the store has celebrated a new Harry Potter book with a late-night extravaganza. In addition to music the party will feature a roving magician, contests, and prizes. Harry Potter and the Order of the Phoenix will be sold at a 30 percent discount.

Many stores plan to screen the two Harry Potter films in various ways -- on projection screens, in windows with closed captioning, and on repeating loops during their parties. The Mystery Lovers Bookshop in Oakmont, Pennsylvania, will present Harry Potter and the Sorcerer's Stone on a big screen at the Oaks Theater, two blocks from the store. After the movie, costumed characters will lead fans on a parade to the bookstore where they will enjoy treats, contests, and, after midnight, copies of Harry Potter and the Order of the Phoenix for the special price of $20.03.

Local high school drama students will provide a thespian angle for the late night party featuring games, refreshment, and prizes at Pleasanton, California's Towne Center Books, where owner Judy Wheeler is donating 20 percent of the retail price on preorders to a school of the customer's choice or to the Pleasanton Partnerships in Education Foundation. The first 150 people signing up will attend the gala event, which will also feature a magician.

At Books By the Bay in North Bend, Oregon, customers who just want the book and who prepay before June 18 can go through a pick-up window from midnight to 1:00 a.m. to get their copies. Owner Trish Midyette told BTW that the store is hosting a party on June 20 from 9:00 p.m. to 1:00 a.m., which will feature a costume contest, games, readings, and more. In 2000, when Books by the Bay hosted a Harry Potter party, 350 people packed into the 4,000-square-foot space. Midyette told BTW she is once again expecting a big crowd.

Dee Gee's Gifts & Books, in Morehead City, North Carolina, will be hosting a midnight party on Friday, June 20, complete with a costume contest, screenings of the two Harry Potter films, and refreshments. The store's four rooms will be decorated as the four houses of Hogwarts, and staff will wear appropriate costumes.

At A Likely Story Children's Bookstore in Alexandria, Virginia, owls are already spreading the news about the late night festivities called "An Adventure in Hogsmeade." Bookseller Dinah Paul told BTW that plans were in high gear for the event. Beginning at 11:00 p.m., the 2,000-square-foot store and the lobby of the adjoining office building will be transformed into Hogsmeade, the treat and magic-filled getaway for Hogwarts students. Butter beer, jelly slugs, cockroach clusters, and acid pops will be available. Each child will withdraw sickles and knutes from Gringott's Bank and use them to make purchases in the village shops -- potions from the apothecary, sweets from the treat shop, and other items of interest. "At midnight," Paul said, "the group will line up at one of the four Hogwarts' houses. Three of the lines will be for prepaid customers. They paid full price but received a $10 gift certificate. The fourth line will be for those who haven't yet paid." United States currency only will be recognized-- sickles, knutes, and even gold galleons will not be accepted.

To read more about booksellers' Harry Potter and the Order of the Phoenix promotion plans, click here.

To let BTW, and Scholastic, know about your store's plans, send an e-mail to [email protected]. Include store name, location, phone number, and contact name. -- Nomi Schwartz