Customers Make Cover to Cover's Future Bright

In mid-June, things looked pretty grim for Cover to Cover Booksellers in San Francisco. For some time, owners Tracy Wynne and Mark Ezarik had been fighting the realization that they would need to close the bookstore, but finally the numbers made it painfully clear that they would have to end Cover to Cover's 25-year run. Wynne and Ezarik went to Golden Gate Park, drafted a letter announcing the imminent closing to the public, and tearfully posted it outside the store.

"It wasn't a pretty picture," Wynne told BTW.

But when long-time customer Peter Gabel read the announcement of the closing, he stormed Cover to Cover and proclaimed, "Oh no, you're not!"

Gabel, a recent president of New College, a liberal arts school, had a lot of experience with fundraising, and he had a taste for lost causes, said Wynne. But with Gabel championing them, Cover to Cover was no longer a lost cause. He rallied a whirlwind of support for the Noe Valley bookstore, starting by asking Wynne how much money she needed. From that auspicious beginning, Cover to Cover's odds of survival only got better.

Wynne told Gabel that Cover to Cover would need $200,000, and Gabel spearheaded a community fundraising effort. As was reported in the San Francisco Chronicle, an article that Wynne said spawned much additional support, Gabel created an e-mail address for people who wanted to contribute ([email protected]) and distributed fliers in the neighborhood. He devised the strategy of having 40 people contribute $5,000 each to raise the ultimate goal of $200,000.

Gabel's plan was not only completely successful, it was quick, taking him about two weeks to round up 40 willing contributors. "It looks as though we have now raised all of the money we need to pay off most of our debt and restock the new store properly," said a very happy Wynne.

To cut expenses Cover to Cover will be moving in August to a smaller store four blocks away, where there's more foot traffic. "At 1,300 square feet, it's about half of our current footage," said Wynne. "It's much more affordable and a better fit for the neighborhood."

The 40 lenders will have their money repaid over the course of six years. Instead of accruing interest, they'll receive a permanent discount at the bookstore.

The response of the community has been overwhelming, said both Ezarik and Wynne. "We have had phone calls and letters from people all over Northern California, in fact all over the globe. Both Nick Hornby and Philip Pullman have e-mailed us, with good wishes and contributions," added Wynne. "One of the most heartwarming things that happened was when a bunch of neighborhood kids -- most of whom I've known since birth -- put together a lemonade fundraiser and called it 'Lemon-Aid.' They raised over $30."

In addition to the financial support, many community members who weren't able to lend $5,000 signed a pledge to buy one book per month, stated staff member Davi Marra. "So far we've collected 500 pledges," he said. "One thousand is the goal."

Marra was thrilled about the last minute stay. "I get to keep my job. And it's great being involved with gathering signatures [pledges for buying books], and listening to people say how important we are to them. It's wonderful."

Marra said there were many factors contributing to hard times for the bookstore, but particularly difficult problems were the high rent "and people going to chain bookstores, and Amazon really hurt us, as it has everyone else."

Wynne and Ezarik bought Cover to Cover three-and-a-half years ago from its founder, Nicky Salan, who was "somewhat of a Northern California legend, especially in children's books," said Wynne. Both of the current owners had been working at the store for over 15 years, and when Salan decided to retire, she sold the bookstore to them.

Wynne could hardly keep up with the recent roller coaster of events. She said, "It is impossible to describe what we are feeling. To go from the absolute depth of depression to such heights, it's just dizzying. I feel like a little kid who has been spun around for a piñata. We were touched by the offer and the quick outpouring of generosity, but we never expected it to really happen -- certainly not within just a few weeks!

"And now that we have a space in our neighborhood with an affordable rent and better foot traffic, I think we have a very bright future indeed." -- Karen Schechner