Successful Bookstore Events: Learn *NEW* Tools, Tricks, & Insider Tips from Three of the Bay Area’s Best Indie Bookstores

Note: For this very special event, you’re invited to submit questions for our panelists along with your RSVP

Date & Time: Wednesday, September 28, 2011, 12:00 to 2:00pm
Location: Salon Meeting Room at Hotel Rex
Address: 562 Sutter Street, San Francisco, CA (between Powell and Mason)

They say change is the only constant, and it’s certainly true in the book business. Remember the days when the only way to find out about local author events was to read the events board inside your neighborhood bookstore? Or when there was no way to experience a live book event unless you lived near the store and attended in person? Or scheduling multiple city author promotional tours for your key authors–all expenses paid plus generous perks?

But times have changed, and we have to ask: are author events still a relevant aspect of book marketing? In this month’s exciting luncheon we’ll discuss how some of the Bay Area¹s most popular independent bookstores are currently selecting, marketing and promoting author events, signings and workshops, including using video, blogs, tweets and other new promotional tools.

Publicists, marketers, agents, publishers, editors, authors and fellow independent booksellers won’t want to miss this informative, lively and interactive discussion which promises to provide you with plenty of insider tips for creating events that generate attendance, build community, and increase book sales.


BILL PETROCELLI (Book Passage) is an author, bookseller, and former attorney. He spent a few years as a Deputy Attorney General for the State of California and then as a poverty lawyer in Oakland before going into private practice. For the past thirty years or so he has been the co-owner with his wife Elaine of Book Passage, a retail bookstore in San Francisco and Corte Madera, California. Bill is the author of Low Profile: How to Avoid the Privacy Invaders (McGraw-Hill) and co-author of Sexual Harassment on the Job: What It Is and How to Stop It (Nolo Press). He is also the author of the forthcoming novel, The Thirteen.

CHRISTIN EVANS (Booksmith) and her husband-partner Praveen Madan are not foolhardy. Although you might suspect they are after you learn what they did in 2007. They bought an independent bookstore! With Internet sales taking an increasing share of the book market, it’s been difficult enough for large chains to compete let alone a small independent bookstore in San Francisco. But armed with their MBAs and years of experience as management consultants, that’s exactly what the duo has set out to do ­ turn the book industry on its ear! Christin started her early years in a serious progression of corporate positions at J.P. Morgan, Towers Perrin, Dell Computer and A.T. Kearney. She attended Vassar College and obtained her MBA from the University of Michigan.

In Berkeley in 2004, MARION ABBOTT and Ann Leyhe (Mrs. Dalloway’s Bookstore) decided to pool their passions, talents and resources and co-founded Mrs. Dalloway’s, which is known for its wonderful author events. Marion and Ann met the summer of 1975 at the Radcliffe Publishing Procedures Course in Cambridge, Massachusetts. Marion pursued her career in trade book publishing at Sierra Club Books in San Francisco, Little, Brown & Co. in Boston, and Alfred A. Knopf in New York before establishing herself as an independent editor and writer in Berkeley in 1984. She has since published many articles, stories, and book reviews, co-edited Fire in the Hills, and co-authored, with Sylvia Shorris, Talking Pictures, an oral history of early filmmakers. The store’s name is inspired from the first line of Virginia Woolf’s 1925 novel, Mrs. Dalloway: “Mrs. Dalloway said she would buy the flowers herself.”

ADRIENNE BIGGS (Biggs Publicity & Events ­ Books a Specialty) is a veteran book publicist, literary events promoter, and social media community builder–although the job title on her business card is simply “Connector”. A member of NCBPMA since 1998, Adrienne currently serves as its president and also contributes regularly to its monthly MUSE. Twitter @AdrienneBiggs,

Thai Chicken Salad (vegetarian and no-nut options available)
Warm Thai spiced chicken breast, baby romaine, citrus segments, crispy wonton, julienne vegetables, sesame peanut vinaigrette

Chicken Teriyaki
Chicken breast marinated in teriyaki glaze, served over steamed jasmine rice

All meals include bread and butter, and soda, coffee, and assorted teas. A platter of assorted desserts (lemon bars, cookie and brownies) will be placed in the middle of each table.

COST: Members $30.00, Non-Members $45.00. Cash/checks only. Sorry, we do not accept credit cards. [Join or Renew your membership at the luncheon and receive the discounted Member rate the same day!]

LOCATION: Hotel Rex is located at 562 Sutter Street between Powell and Mason. The nearest BART station is POWELL. For driving directions, visit:

RSVP DEADLINE: Noon Monday, September 26. Please include meal choice, membership status and company name. For this event, you may also include suggested questions for this panel with your RSVP.

To better serve our membership, we photograph select events for archival and promotional purposes. If you plan to attend this event but don’t wish to be filmed, please state this in your RSVP.

If you RSVP and then are unable to attend, to avoid being billed you must submit your cancellation via email three business days prior to the event.

Please feel free to invite colleagues and friends. We look forward to seeing you on Wednesday, September 28!


Adrienne Biggs, President

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