New York College Towns Welcome Indie Bookstores

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Two upstate New York college towns have welcomed the openings of new independent general bookstores with a steady stream of appreciation and business. The Green Toad Bookstore launched on November 1 in Oneonta, and a month earlier RiverRead Books opened in Binghamton.


The Green Toad Bookstore

New bookseller Michele Pondolfino launched The Green Toad Bookstore with about 6,500 titles and a plan to expand her inventory according to customer interest.

Pondolfino had been a broker for Prudential real estate, but explained, "bookselling was always her dream," although, she added, that dream included a lot more reading time. Last winter while reading The Shadow of the Wind, Pondolfino had her "now or never" moment. She then set out to research everything she could about the industry, signed up for Paz & Associates prospective bookseller workshop, and participated in the American Booksellers Association's Day of Education at this year's BookExpo America in Los Angeles.

At Green Toad, fiction sells well, as do biography/autobiography, history, and art books, whether they're music, film, or photography. The popularity of some sections was a surprise to Pondolfino. "Science and math are hot! Who knew!? she said. "Also, poetry is in high demand so we are really beefing up that section as well."

The storefront was remodeled to expose the original brick walls and 13-foot ceilings. Laminated wood floors were added, along with mahogany Franklin Fixtures. The few sheet-rocked walls are painted in warm greens, golds, and reds. She also used the IndieBound materials to decorate. "I've hung the huge Eat Sleep Read poster in the adult area, and in the children's section, Snack Nap Read. We've also scattered the business-size cards around on various tables in the store. People are grabbing them up and loving them."

Shoppers include students and faculty from the State University of New York at Oneonta and Hartwick College, and the town's close proximity to Cooperstown and the Baseball Hall of Fame brings a busy summer tourism trade. "Even though we've only been open a week, the college population has proven to be a wonderful component for the Green Toad," said Pondolfino. "The students have been delightful to work with and are excited to have a centrally located bookstore that has nothing to do with text books. Having the Latte Lounge, which is the town's favorite coffeehouse, accessible next door helps too! Of course, along with a student population comes a wealth of professors and other professionals."

Pondolfino, who is new to the bookselling profession, has been pleased with the town's response. "Everyone is so excited. The idea of being able to bring their coffee over from next door and lounge in comfortable chairs in an inviting atmosphere with soft music playing has won folks over. Everyone says they feel like they are in SoHo or Portland, Oregon. Their support has been immensely gratifying."


RiverRead Books

Jane Stuart-Andrus, Patricia Hutchinson-Day, and Connie Barnes, who own RiverRead Books together, have three important things in common. Their daughters all knew each other, which was how they met; they have an immense love of books; and they wanted to "improve possibilities in Binghamton."

Jane Stuart-Andrus didn't have any bookselling experience. "I've been a kindergarten teacher for 34 years," she said, "and I have a strong interest in multicultural books.... Pat is a nurse and a compulsive reader. Connie worked for the Bookbridge and has many years of bookselling experience."

The neighborhood was in need of a bookstore, explained Stuart-Andrus. "There were no longer any independent bookstores in Binghamton. At one point we had five. The closest one is 22 miles away." Needless to say, the community is "very happy about having an independent bookstore again. They've been very responsive." Among the store's shoppers are students and faculty from the city's four colleges, including the State University of New York at Binghamton, whose Downtown Center, is not far from the store.

The 1,700-square-foot space is in a historic 1800s-era brick building where the centuries-old floor sends wheeled fixtures rolling if preventative measures aren't taken. The bookstore maintains a small regional section, strong sections in fiction, memoir and biography, and children's literature. RiverRead currently offers free coffee and tea and hopes to soon start serving "delicacies." The store has been using the IndieBound posters, and is distributing the new Peace. Love. Books. bags. "People love them," said Stuart-Andrus.

"So many people have come in and said they planned to support us," she said. "They say that they prefer to give us their business rather than Amazon.com. They also say that we have a different selection of books. Connie, Pat, and I spent a lot of time poring over lists. We were very specific about what we wanted. We have quality books, and we pick things that are unique." --Karen Schechner