Two Iconic Bookstores Celebrate Big Anniversaries

The Elliott Bay Book Company in Seattle and City Lights Books in San Francisco –– iconic bookstores known for their well-curated inventory, numerous events, exceptional service, and welcoming ambiance –– will mark milestone anniversaries next week. With celebration preparations well underway, Elliott Bay owner Peter Aaron and City Lights publicity director Stacey Lewis reflected on their respective store’s longevity.

Elliott Bay's first location, which opened in 1973

Elliott Bay Book Company opened on June 29, 1973, under the ownership of Walter Carr. Opening the bookstore 40 years ago was a labor of love for Carr, who himself made the wooden bookshelves in the original 1,500-square-foot space.

“From the very beginning, it was Walt’s desire to offer as much breadth as possible,” said Aaron, who purchased the business in 1999. “I think a major factor in the early success of the store was its authoritative inventory. In Seattle, if someone was looking for book that was off the radar –– whether it was a deeply backlisted title, written by an obscure author, or about an obscure subject matter –– there became an expectation that Elliott Bay would have it.”

In many ways, Elliott Bay was a pioneer. About five years after the store’s opening, Carr added a café and began hosting author events, though both were not very common practices at the time, especially for stores outside of New York.

Importantly, Aaron said, “Walt intuitively understood that he wanted to create a business characterized by high levels of knowledge and service. Everyone in the store was first and foremost a bookseller. What that means is anyone you might encounter in the store is able to share their enthusiasm and knowledge about books.”

The bookstore continued to grow until about 1995, when the number of chain bookstores in Seattle went from one to 17 in a three-year period. Only a few years later, a “startup called Amazon” was introduced to Seattle, where it caught on more quickly at the local level, said Aaron. When the store’s lease was up in 1999, Carr sold the business to Aaron, a long-time Elliott Bay customer. With no bookselling experience — but more than 20 years in retail — Aaron took on the challenge of keeping Elliott Bay in business in the midst of a very difficult economic climate for independent bookselling.

Knowing that there was a large customer base that valued what the store offered, “I figured if we really focused on those things that made us different and special," said Aaron, "the store would be sustainable."

Aaron’s plan proved successful. Elliott Bay, which is currently 25,000 square feet, continues to provide exceptional service and a carefully curated collection, while hosting an average of more than two events per day.

Elliott Bay's current retail space

Several years ago, Elliott Bay’s location began to interfere with its profitability. It was close to two major sports stadiums, and the large crowds attending events deterred customers from coming to the store due to a lack of parking and the perception that it was a high crime area. Though Aaron was hesitant to leave the physical space that customers had long identified with Elliott Bay, in 2009 he was able to find what he believed was an ideal location on Seattle’s Capitol Hill. Since the move, the bookstore is “just thriving,” he said, and the bookstore's neighborhood “is getting more and more vibrant all the time.” With the help of a retail designer, Aaron was able to create a feel in the new space that very closely replicated the original Elliott Bay location. The store is still in an old building and it “still has the vintage feel,” said Aaron. “It has a wood floor that’s got creaks in it for those who like that sort of thing.”

Elliott Bay plans to hold a big, in-store party on Sunday, June 30, and Aaron expects about 400 of the stores’ friends –– from former staff members to customers, writers, and members of the publishing industry –– to be in attendance. The celebration will include readings by Jim Lynch, Maria Semple, and Ryan Boudinot, all authors who have –– in writing about Seattle –– celebrated the city in their own way. Elliott Bay has also been drumming up excitement within the community for the store’s 40^th anniversary. For a kids’ bookmark contest, three different age groups were encouraged to submit designs and the winners will be featured on special anniversary bookmarks that will be given to customers. Similarly, the store welcomed submissions for an anniversary edition T-shirt, which will be sold in the store.

Also, for a supplement to Elliott Bay’s quarterly newsletter, Booknotes, current and former staff members were asked to submit a 40-year pick, which is to say, their singular favorite title published in the last 40 years. Aaron’s pick is Henry Roth’s Mercy of a Rude Stream (St. Martin’s Press). “I kind of cheated. It’s actually four books,” he said, “but I think they are one of the greatest achievements in American fiction.”

Aaron is optimistic about the future of Elliott Bay, and bookselling in general.

“Frankly, I think we’re in a pretty good place right now,” he said. “The success of [all] bricks-and-mortar stores seems to boil down to one concept: keeping a very close focus on the customer. And the good news is that it’s something independent bookstores can do better than anyone else.”

City Lights Books

San Francisco’s City Lights Books is celebrating 60 years in business this month. The store was founded in 1953 by poet Lawrence Ferlinghetti and Peter D. Martin. City Lights specializes in world literature, the arts, and progressive politics. It also houses the nonprofit City Lights Foundation, which publishes titles related to San Francisco culture. Nancy Peters, who currently co-owns the store with Ferlinghetti, started working there in 1971. In 2001, City Lights became an official historic landmark.

After several decades, “the store remains a relevant place for book buying,” said City Lights publicity director Stacey Lewis, who has been part of the store’s staff for 18 years. “You come here and it’s not simply a place where you’re going to find every bestseller you’re looking for. It’s a curated collection of books, so you come here when you’re seeking stock from smaller publishers, independent publishers, and university presses.”

City Lights has long been a destination bookstore, and it continues to attract tourists and travelers whether they are avid readers or not. “If they’re not book people, we hope they get turned on to it by the stuff we do here,” said Lewis. “And if they are book people... well then, this is heaven.”

Word of mouth has always played an integral role in the store’s popularity. In recent years, City Lights’ active online presence has helped people who have passed through stay in touch, said Lewis. “I think people always felt a sense of connectedness because of the store’s history, but now there are so many more opportunities to stay in touch.”

Lewis attributes the store’s ongoing success to many factors. City Lights has continued to evolve to meet community needs, and the inventory remains unique and fresh. Additionally, the store’s owners now own the building, which has contributed to City Lights’ sustainability, said Lewis.

“Above all, I think, it’s definitely having a staff that’s engaged in what we sell,” she said. “A lot of the staff is really actively reading books. It’s still about the traditional process of handselling. Someone is always ready to recommend a book.”

Though City Lights hosted an extensive celebration 10 years ago to mark its 50^th anniversary, it will still celebrate in a big way again this year.

On June 23, City Lights will hold an anniversary open house, which is “basically a day-long party,” said Lewis. This will include readings by local authors, video installations, and live music. In addition, the store’s rare book collection will be open to the public.

The day’s giveaways will include a loot bag with a pin designed by Ferlinghetti. Friends of City Lights who are not able to attend the event are being asked to share commemorative anecdotes via the store blog.

City Lights will continue celebrating throughout the year with many designated “City Lights at 60” events from now until December. These events include writing workshops and presentations about the store’s history, as well as an increased number of readings, discussions, and games.

“We’re just really happy to still be flourishing,” said Lewis. “Fifty was a landmark year, but we’re doing better than we were 10 years ago. That’s definitely a good reason to celebrate.”