Local Community Finds a Home on River Road
For Laurie Potter, co-owner of River Road Books in Fair Haven, N.J., Tuesdays hold a very special place in her heart.
Tuesdays, which Potter described as the most rewarding part of her job, offer her a chance to share her passion for books with customers as all new releases are put out on this special day each week. This passion and love for books goes a long way, as Potter shared both the ups and downs she faces as owner of an independent bookstore.
Potter’s store, which was first opened in 2006, originally went by the name Fair Haven Bookstore. The store got its new name and rebranding in 2015 when Potter and her business partner took over. Potter had worked at the store for multiple years, and decided it was a perfect time to make the store her own when the previous owners decided they would like to retire.
Potter’s decision to change the name came from her desire to give the store a fresh start. Inspiration struck when she thought of the street on which the store is located: River Road.
According to Potter, River Road Books is located in a suburban area. “We are close to the shore, we have a lot of people that are walking in the neighborhood, so it's very community-oriented, neighborhood friendly. You know, just a lot of regulars and locals,” Potter added.
When it comes to the store itself, Potter eagerly described River Road Books as being very cozy and inviting. Located in what Potter describes as a higher socioeconomic area, the store brings in customers of all ages, who are all looking for a family-friendly atmosphere. The impressive children’s section attracts customers of even the youngest age.
Community events, which Potter explained plays a large role in the store’s connection with locals, attracts a lot of families and children. Potter shared that “we have children events, we have adult events, and around holidays we will highlight certain books that we’re recommending.”
Social media plays a large role in this. Potter mentioned that the store posts a lot of photographs of displays they have set up in the store based around upcoming holidays to excite customers. Some of the most popular events that River Road Books hosts are also featured on their Instagram page (@riverroadbooks). These events include the release of Mike Dawson’s The Fifth Quarter Hard Court, a middle-grade graphic novel, in which the store celebrated the release with a book signing and release party. According to River Road Books’ Instagram page, in April of 2022, the store also hosted a list of “local celebs,” that read their favorite children's books aloud to young readers.
While children’s events play a large role in River Road’s community connections, Potter also plans events that will allow the store to be a haven for readers of all ages to visit. As seen on the store’s Instagram profile, Meredith O’Brien, author of Opening the Door, stopped in for a reading from her latest novel, which is about coping with eating disorders. The store’s Instagram page also featured an event hosted by Dr. Renee Alsarraf, author of Sit, Stay, Heal: What Dogs Can Teach Us About Living Well. Dr. Alsarraf spoke about her experiences dealing with cancer and the positive impact that pets have on our health. Book readings as well as events such as these are designed to allow the local community to come together and share their love of reading.
River Road Books’ monthly book club plays a large role in this community-oriented atmosphere as well. According to Potter, the book club is based on about 90 percent fiction, and ranges from hardcover to paperback books. Potter said that members enjoy when she and her staff choose the book for each month, however added: “If people have any suggestions, we are open to that.” Potter explained that through the book reading events and the local book club that is run through the store, customers know that “our door is always open.”
While loyal customers bring support, Potter also identified the importance of other local small businesses. Local stores in the area are part of an association where they share ideas and experiences. Potter explained that they “have the support of each other, and also the community.”
Like many small businesses, success takes a village, and this rings true for River Road Books. Potter used the word “long-term” to describe her staff, as the women who work at the store have been staff members for a very long time. Potter commented on the dedication and knowledge that each of her employees have, and how important this is to maintain a strong relationship with customers.
When asked what makes a good staff member, Potter described someone who is extroverted. These individuals are “comfortable in talking to people, and approaching people, and asking them if they’d like a recommendation, and engaging in conversation,” Potter said. Potter’s staff, who hold these qualities, set themselves apart in the sense that each staff member has the dedication to help customers find what they are looking for.
Potter explained that one of her staff members is a college student studying creative writing, which makes her very helpful to readers interested in the Young Adult genre. Potter also described the importance of hiring someone who has an interest in reading, which is seemingly fitting for a bookstore. One of Potter’s longer-term staff members has her masters degree in Children’s Literacy and Children's Literature. Another staff member came to Potter from a publishing company, and specializes in fiction. Potter’s staff is very well-rounded, and has knowledge that a reader can only get from someone who has a passion for reading.
The COVID-19 shutdown had an unusually good impact on the store. Unlike other small businesses, who were forced to close their doors during the pandemic, Potter’s store had a different story. She explained that her business was considered vital, as they are a “necessary business, for children’s supplies and books and things.” Under her leadership, the store was able to remain open and continue serving the local community. While they still turned to curbside pickup and delivery as an option to reach customers, River Road Books was able to supplement their pandemic-losses with the sale of children’s supplies to the community.
Following the Pandemic, community has been crucial in keeping the doors of independent shops like River Road Books open. Potter explained that large book distributors such as Amazon Booksellers continue to have an impact on the store. The challenge that Amazon has created for independent bookstores, according to Potter, is the most difficult challenge she has faced in her time as owner of the store. Despite the ongoing struggle of battling against Amazon’s discounted prices, she explained the important role her community has played in helping to keep her store and her dream alive. River Road Books does a lot of work with local schools, such as ordering books for the English department at two of their local high schools.
While Potter’s own passion for reading goes a long way in making her job feel less like work, she explained the difficulty that the unpredictability of her profession brings to her day-to-day life. To combat this unpredictability, Potter explained the importance of finding a “balance of dealing with the people one on one,” and maintaining the store’s business operations. She explained that some days are busier than others, and despite the work that must be done behind the scenes, her day may sometimes need to be devoted to the customer.
When asked to describe the highlight of her job, Potter reminisced on “when the Harry Potter books would come out and we would open at midnight.” This event not only brought customers to the store, but also seemed to bring the community together. Potter explained that everyone would dress up, including staff members, who would partake in storytimes.
Despite the struggle that Potter faces as an owner of an independent bookstore, it's easy to see the passion that she has for her store, her community, and most of all, books. Her love of being around all of the newly released books goes a long way in inspiring locals to transform from one-time customers to avid readers.
