New Lease Brightens Rainy Day

In most parts of the country the economy has just about sputtered to a stop, but operations at Rainy Day Books in Fairway, Kansas, are busier than ever. Co-owners Vivien Jennings and Roger Doeren have ensured the bookstore has stayed engaged with customers through a stem-to-stern renovation, constant communication, and non-stop events. All of that activity has paid off. "Our sales for 2008 are equal to 2007 even with the terrible economy," said Doeren. "After our remodeling, we were able to bounce back during the holiday season."

The 34-year-old bookstore, which has been in its current location for 11 years, was in need of renovations, so Doeren and Jennings approached their landlord about a lease renegotiation for property improvements rather than a rent decrease. "We talked to the landlord to see if we could get the store a facelift, which it needed," said Doeren. "We said that we would actually make more money and could then pay more in rent. During the course of one year, we negotiated massive improvements, including lighting upgrades and a redo of the facade. The landlord paid for 100 percent of the renovations, and we have an extended lease with a minimal increase in rent."

Doeren, a former lighting designer, knew that the right improvements could help increase sales by 25 to 30 percent. Since the renovations, Rainy Day has in fact seen their sales jump markedly by drawing attention to book covers, eliminating dark corners, and creating dramatically lit displays. The bookstore also keeps some strategic lights on around the clock. "It stands out as a jewel in the shopping center," Doeren said. Bulbs are all the highest efficiency and quality.

Jennings said she hadn't realized the effect lighting design could have on sales. "It wasn't something I was aware of. I'm a book person," she said. "It can increase sales dramatically. The results at the store have been pretty impressive. As people drive by, they can't miss the store, and when they come in, it just sparkles."

Doeren also applied his lighting design skills to the IndieBound Eat Sleep Read poster in the window. "It's lit from the inside out, so it glows like it's a light box," he said.

In addition to the completely new facade, Rainy Day underwent an energy efficiency makeover. Double thermal panes have replaced the former single-pane windows, and the glass reflects damaging ultraviolet light, which typically fades color. A new highly efficient heating, ventilating, and air conditioning system (HVAC) was installed. "We anticipate a 50 percent savings in our heating and cooling bills," said Doeren.

Not only is the new HVAC unit eco-friendly, the landlord raised the whole system to the ceiling area, freeing up 10 square feet of floor space, which was used to expand and improve the break room, previously in the basement. "It's much more convenient now," Doeren said. "It's really improved morale and the positivity has been transferred from our staff to customers. Our sales have improved."

Throughout the renovation process, the bookstore stayed open and staff kept customers up to date on its progress as well as other news, author events, and new merchandise via its weekly newsletter. Frequent communication with customers is key, said Doeren. "It's like fishing and throwing out your nets. It's how you get the fish in the boat." He sees about a 40-percent response to the newsletter, which links to the Rainy Day website, with most readers clicking on recommended reads and author events. "I've heard [booksellers] say they can't afford to have a newsletter or website, but I honestly think they can't afford not to," he added.

A significant part of Rainy Days' community involvement revolves around its extensive, 300-plus author events a year. The bookstore has hosted an endless list of big names -- Madeleine Albright, Isabel Allende, Jimmy Carter, Hillary Rodham Clinton, Michael Moore, and Greg Mortenson, who just drew more than 1,200 customers to an offsite event. "We offer an admission package, and it includes the purchase of the book with the ticket," said Doeren. "We want people to buy the book from us."

Although the recession is in full force, Doeren and Jennings haven't flinched. With the help of the staff, they're continually on the lookout for new technology, product mixes, and improvements to add to store operations. "I have confidence that we're here to stay, we're here to grow, and we're here to prosper," Doeren said. "This is a time that tests the fitness, stamina, endurance, and commitment. We need to work smarter rather than harder because the days of sleepy dusty bookstores are over. This is hardcore retail." --Karen Schechner