Selling books is only part of what Brad Jones and Cinda Meister,
recipients of the Chamber of Commerce
’s Small Business Showcase award, do for a living.
Selling books is only part of what Brad Jones and Cinda Meister, recipients of the Chamber of Commerce’s Small Business Showcase award, do for a living.
The entrepreneurial owners of BookSmart have created a place similar to the friendly mom and pop stores where people ordered merchandise from the proprietor with four familiar words, “I’ll have the usual.”
The annual Showcase awards are given to a select few businesses and individuals for long-time, outstanding community service.
Jones and Meister, Morgan Hill residents since 1991 and owners since 1995 of Morgan Hill’s only bookstore, pride themselves in offering more than a selection of titles. BookSmart is one of the very few independent bookstores remaining in the Bay Area.
The couple believes their greatest strength in the age of mega-chains is customer service and a well-read staff eager to assist.
“We have a very knowledgeable staff,” said Meister. “Sometimes all the information we may have (from a customer looking for a gift) is they are female and 24, and very often we can select a book that person will like.”
As customers stroll in for morning coffee or to browse in the store on the corner of Monterey and Second streets, Jones and Meister greet most everyone by name. One gets the sense there aren’t many strangers shopping at BookSmart.
“From a regular customer’s perspective, this place is great,” said Linda Marks, customer and preschool teacher.
“Good people, good service and if there’s anything you’re looking for, they’ll help you find it,” said Marks. “They have a good selection of books for kids – I’m a preschool teacher and I’m often picking up books for school.”
Jones and Meister, who are married to each other, know that making any small business succeed is as much about relationships as it is about product. The two met in Colorado Springs where Jones worked for Meister in a newly opened restaurant. In 1991, Jones’ friend from San Jose persuaded the couple, with years of combined restaurant and business experience, to move to Morgan Hill and open Mushrooms Bar & Grill.
Spaghetti sauce luck
After a successful three-year run, their partner cashed out; Jones and Meister couldn’t afford the place alone.
Meister started catering for Culinary Express and Jones worked at the Goose Pond. But according to Meister, it was almost fate for them to own BookSmart. One day Meister and Jones were catering near the bookstore and Jones looked over just as the owner was forlornly hanging a “For Sale” sign on the door. Their interest and excitement was immediate.
Even though Meister’s work clothes were covered in spaghetti sauce, the couple wasted no time contacting the landlord and began discussions that day. Apparently the landlord didn’t initially think the couple looked like the ‘ideal’ candidates. According to Jones, their friend Gloria Pariseau convinced the landlord to give the couple, and the bookstore, a chance.
Coincidentally, BookSmart was the first place Jones and Meister patronized during a visit to Morgan Hill before opening Mushrooms.
“We borrowed a little from our families and contacted a book wholesaler in San Jose and said, ‘This is how much we have, what can we get?’” said Jones.
“Every time we got a little more money, we just moved the book shelves towards the back a little more,” said Jones, referring to how they built their inventory.
Read, read, read
Meister does a tremendous amount of research – constantly reading reviews, trade journals and books. Each puts in 60-70 hours a week.
It’s also important to the couple, especially Meister, that the books they recommend are age appropriate for children. The trust parents put in the staff is another feature of a locally owned business versus a chain.
The couple admits it’s not easy being the “David” surrounded by so many “Goliaths.” But both believe that independent businesses are possible, especially with a supportive community.
“It’s really unbelievable the way the Morgan Hill community supports us and has from the beginning,” said Jones.
Thinker Toys, two doors away, is co-owned by Meister and Jones.
According to Jones, independent businesses offer varieties and views different from mass marketers.
“You don’t have that regionality that independents provide,” said Jones. “The businesses invest in the community and really give back.”
Award winners
Years ago the couple was part of the Downtown Revitalization effort. This led to formation of the Downtown Association, of which Jones is the recent past president and current board member. This group created the Friday Night Music Series as a way to attract people to downtown. Jones used to walk up and down the streets collecting $5, $10 from merchants to pay the band a small stipend.
“It was very loose at first,” said Jones. “The first group that played – we had an agreement – ‘If you play, we’ll listen,’” laughed Jones.
“It didn’t take long – maybe two years – and we had a formula,” added Jones, who still works every Friday during the summer and fall to make these events possible.
The couple also participates in the Independence Day Inc. celebration and with the Chamber.
Meister is a board member of the Morgan Hill Charter School.
“Even though we don’t have children, I’m a firm believer in education,” said Meister.
The store offers incentives and provides book fairs to local schools, one reason it was chosen for the award.
Books for sprouts
The couple also created the popular Halloween Costume Contest to accompany the downtown Trick or Treat event. This past summer the store offered the first Summer Book Club for kids age 8-14.
“It was really fun because the kids chose the books,” said Jones. “We didn’t want to tell the kids what they had to read, we wanted them to choose. They got really excited about it,” added Jones.
Having people get excited about reading makes the long hours and stress worthwhile for Jones and Meister. It’s the intangible rewards that make most jobs fulfilling – Jones and Meister are no different.
“You’ve no idea what it feels like to put a book in the hands of a reluctant reader and have them come back and say, ‘This is great; what else can I read?’” said Jones.
This passion and desire to help customers and the community also emanates from their employees. Carol O’Hare has worked at BookSmart for three and a half years and believes Meister and Jones deserve the award because BookSmart is not only a business but also a community service.
“They know their customers and are part of the community,” said O’Hare. “They provide more than just books.”
BookSmart opens every day at 10 a.m. Mon.-Thurs. and Sat., to 8 p.m.; Fri., to 9 p.m., and Sun. to 6 p.m. The store offers a variety of categories, periodicals, complimentary gift-wrap and gift items, such as book lights, calendars, cards, candles, diaries and pens. Special orders only take a few days – sometimes overnight – and can be done over the phone or in person. The store hosts author signings and offers discounts to book clubs and teachers. A café serves sandwiches, espresso drinks and ice cream.
Tickets to the Feb. 22 award dinner: 779-9444.
