By Gretchen C. Van Benthuysen
FAIR HAVEN – When you walk into River Road Books on River Road you won’t see tables and shelves filled with dozens of the latest releases on the New York Times best seller lists as you do in a Barnes & Noble.
In this cozy independent book store with a blue-striped awning and a couple of comfy wingback chairs, an old wooden student desk as a side table, and NPR playing in the background, there are tables and shelves filled with local authors and books that owners Laurie Potter and Karen Rumage think – make that, know – will interest customers ranging from small children to career readers.
But this is not a David and Goliath story. It’s more like “The Little Engine That Could,” a tale about the value of optimism and hard work.
Formerly known as Fair Haven Books, the store at 759 River Road just off the Fair Haven Road intersection, had been in business for years when the former owners decided to retire. They sold to four employees, including Potter and Rumage.
“We thought there was potential and we had a vision,” Potter explained. “We could read our customers, and they wanted to support a local book store. We had been here for so long we didn’t want it to close, so we went for it.”
That was 10 years ago this spring.
Having four owners, who also were raising children, allowed them the flexibility to be at work and at home when needed, Potter said. Eventually two of the partners moved on to different jobs, although they currently work at the store part time.
Knowing they could not compete with nationwide chains nor Amazon books, Potter and Rumage focused on personal service.
Customers often are greeted by name when they walk in. One corner of the store is devoted to children’s works. Book clubs were formed and local authors were invited to do readings and use the store, tucked between an eatery and a dry cleaners, for launch parties.
Michelle Sassa, Aberdeen, whose first book “Copy Girl” was launched here on Nov. 19, was one of them.
“There are very few of these great community book stores in the area that are so much more charming than big box stores,” she said. She had been to previous readings and admired the owner’s enthusiasm for such events.
“The staff helps you discover new authors, books for children that are perfect, and they know so much they can get books into your hands that wouldn’t get there any other way,” Sassa said.
Eileen Moon of Atlantic Highlands, a former managing editor of The Two River Times and currently an external affairs officer for FEMA, said River Road Books holds an essential position in the community around Red Bank. Her book “Legendary Locals of Red Bank’’ was featured here.
“It’s one of those places where I can find a book for everyone in my family with a quirky interest,” she said. “They have intelligent selections.”
Jacqueline Whitelaw, a longtime customer who lives less than two blocks away, said she took her children to River Road books so often her youngest son thought it was the town’s library.
“I took a writer’s workshop there. I’ve gone to several author visits. It’s so nice to hear what books they recommend,” said Whitelaw, adding she has never bought a book on Amazon. “It’s great to have access to those types of things. It really is a treasure in our backyard.”
River Road Books just came through a very strong holiday season, but the past decade hasn’t always been easy.
“We’ve seen some scary times, like when the Kindle and eReaders began taking hold. But we rode that out,” Potter said. ”Now things are trending in a different direction. People are tired of eReaders. They really do like the feel of a physical book. They come in, look around, discuss what’s new. If we don’t have what they want, we can get things overnight or in a couple of days.”
Another challenge they face is keeping up with social media.
“It’s huge,” Potter said. “We have to be on top of it. We have to be creative and reach as many people as we can — young, old, and in between — with Facebook, Twitter, Instagram and our own website (www.riverroadbooks.net).
“If you don’t do that as a business owner, people will pass us up,” she explained. “People think we just stand here and talk about books all day, but the business itself is complex.”
River Road Books also works with local schools to make sure they carry books on reading lists.
“Another major thing we have to do is stay on top of new releases, stay in touch with the literary world and all the major publishers,” Potter said. “Say I’m ordering from Random house for the spring and I see an author that might be of interest to our customers and that author is promoting their book. I may be able to piggyback on that author’s tour. We’re close enough that they can just shoot down here from New York City.”
Coming up at 7 p.m. Jan. 21 is a book launch and signing by local musician turned Young Adult author Mimi Cross of Monmouth Beach whose debut novel “Before Goodbye” was published earlier this month. It’s a coming-of-age story about a young girl studying classical guitar.
“I’m really excited about the launch being there,” Cross said. “Books that excite me have brought me to the store for years.”
Cross said she started going to River Road Books after her son, now 10, was born. The conversation progressed from looking for books to the fact she was writing a book and everyone there was very encouraging.
“That meant a great deal to me and they just naturally said, ‘Of course, my book signing, release party would be there.’
“I think of those woman as my friends. They can advise me about a gift for my son. They know the latest releases, the different genres. We connected over books and it grew from there,” she explained. “I’ll be talking to them and another customer comes in and joins the conversation. The sense of community for me is huge. It’s like a neighborhood bar or pub where everyone knows you and they are like bartenders, sans alcohol, of course.”
