A More Intimate NCIBA Show Garners Positive Feedback

October 11, 2006

The Northern California Independent Booksellers Association (NCIBA) 2006 Fall Trade Show was held on Friday, October 6, through Sunday, October 8, at the Oakland Convention Center and Oakland City Center Marriott in Oakland. This year's events included ABA and NCIBA educational programming, a keynote address by Michael Shuman, co-founder of the Business Alliance for Local Living Economies (BALLE), author breakfasts, the Fifth Annual Moveable Feast, and more.

"There was a lot of positive feedback," said NCIBA Executive Director Hut Landon, who noted that attendance was "on par" with the last couple of years. "Events were well attended. I heard good things about ABA's educational programs," he said.

Among changes instituted by NCIBA, this year the trade show was moved from the Jewett Ballroom to the convention center's main showroom, and the autographing area was moved onto the trade show floor. "We shrunk the floor size, which helped, as it provided a more intimate atmosphere," Landon said.

ABA COO Oren Teicher and Membership Marketing Director Meg Smith presented ABA educational programming and met with booksellers at the ABA booth, which featured, among other things, information about the 2007 Winter Institute and the Book Sense marketing program. ABA Board member Michael Tucker of Books Inc. in San Francisco was also at the show and participated in the educational program "Making Magazines Profitable."

In random drawings at the booth, two booksellers won prizes: Heather Lyon of Lyon Books in Chico, California, and Michael Barnard of Rakestraw Books in Danville, California.

Lyon won the ABA raffle for a color inkjet printer, which qualifies her for a drawing to win airfare and a hotel stay at ABA's Second Annual Winter Institute in Portland, Oregon, February 1 - 2, 2007. Barnard won a four-night stay at Hotel ABA in Brooklyn for BookExpo America 2007, compliments of BEA.

Lyon told BTW that winning the inkjet printer means the bookstore's learning center will now have its own printer. "We have tutoring classrooms ... and this will make it more convenient for the tutoring center."

Rakestraw's Barnard said he was thrilled to win a four-night stay at Hotel ABA. "I don't think I've won anything before. I'm looking forward to being in Brooklyn -- the walking tours sound very fun."

On Friday, ABA presented three education sessions, which were free to all show attendees.

"Shop Local: Forming Business Alliances in Your Community" was moderated by ABA's Teicher and featured panelists Betsy Burton of The King's English in Salt Lake City; Stacy Mitchell, senior researcher for the Institute for Local Self-Reliance and author of Big-Box Swindle: The True Cost of Mega-Retailers and the Fight for America's Independent Businesses, (Beacon, November 2006); and Michael Shuman, vice president of Enterprise Development for the Training & Development Corporation and author of The Small-Mart Revolution: How Local Businesses Are Beating the Global Competition (Berrett-Koehler).

At the "Shop Local" session, the panelists discussed the important role that bookstores can play in the creation of independent business alliances and how booksellers can organize local merchants and concerned citizenry to convince communities to institute zoning and other policies to support businesses owned and operated locally.

Barbara Iannoli of North Light Books & Cafe in Cotati, California, told BTW that the Shop Local session was extremely timely as her community is attempting to get an ordinance passed to limit the number of Big Box stores in town. "We're a small town with a lot of independent businesses," she said, noting that chain stores like Starbucks and Subway are starting to move into Cotati. "I loved [the panel]. Hearing [the panelists] gave me the ammunition. It was very informative."

Lyons said the panel, as well as Shuman's keynote speech, was inspiring. "I am planning to have our events and promotion manager devote more time to starting an independent business alliance."

ABA's "Making Magazines Profitable," presented by Teicher, Tucker, and Christine Crowley of Trofie, a magazine consultant to retail businesses, focused on the basics of managing a bookstore's magazine section, including how to set and control draws, how to claim rack display allowances, and how to maximize the store's relationship with a distributor.

"The magazine session was a new one," NCIBA's Landon said. "Attendees were asking many questions -- a lot of information was being exchanged. This was a test session, and as a test, I think it was a success."

"Above the Treeline: An Introduction" was ABA's final education program on Friday. Bob Steele of Above The Treeline presented a demonstration of the online software product, which is designed to help bookstores improve finances by optimizing inventory selection. The introductory session also included information about the special discount for ABA member booksellers who subscribe to the product.

"That was very helpful," Lyons said. "I previously had an online demo and was already convinced it was a good idea -- now I'm even more excited about it. It's an amazing tool."

Iannoli said the "Above the Treeline" session was a "high point" for her. She said she is not exactly computer savvy, but after seeing Steele's demonstration, the store subscribed that day.

Overall, Iannoli said the NCIBA show provided "so many good things. The Moveable Feast was wonderful. I went to the show feeling depressed and came back feeling inspired. I'm ready to get involved in BALLE."

Lyons echoed Iannoli's sentiments. "I enjoyed Moveable Feast, that is a treat. It's the fourth time I've gone. It's fun to meet the authors." She said she also appreciated the chance to meet ABA's Teicher and Smith.

"I think the show was successful and well attended," said Barnard. "The author events went well. Overall, a good show."

Said Landon: "I call it the 'Annual Family Reunion.' It is the one time a year that we get together as a big extended family. People come as much to see old friends and be a part of the community as they do to place orders. That makes us stronger as a region." --David Grogan

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