Marin Voice: Petrocellis have always been about sharing a love for books
No doubt that, like many Marinites, my wife and I love books.
You might say we bonded over them. Every room in our home, save for “the loo,” proves we have no shelf control. From floor to ceiling, they are chock full of our bound friends.
The first thing I do when visiting a home is to see if they have a place for books and what books interest them. If their flat screen is larger than their bookcase, that tells me something.
No wonder Elaine and Bill Petrocelli, the owners of Book Passages bookstore in Corte Madera, fell in love 49 years ago. They both share a passion for reading. The ensuing adventure surrounding that passion could not have been predicted in 1974 when they decided to open a small bookstore called Lark Creek Books. Elaine then opened a mail-order business with travel books only.
The task of opening a successful bookstore was daunting in the face of nearby large chain “brick and mortar” operations. Remember, those were the days when Borders and Barnes and Noble ruled and locally owned bookstores had an uphill climb.
Unfazed, the Petrocellis found new and innovative ways of developing a devoted and loyal following. They gave writing classes. In the old days, the biggest authors would do a radio or television appearance and, along the way, they might drop by a store to sign a few books. Why not have them give a talk about or be interviewed on their book. What a concept.
Ten thousand authors later, the idea has turned this small “mom and pop” operation into a worldwide destination with publishers and authors clamoring to be hosted here or in their San Francisco location.
Over the years, not only have best selling authors found an in-person audience, but three presidents as well: Barack Obama, Jimmy Carter and Bill Clinton. Who sold the most books? Clinton did, moving as many as 2,500 that day.
The Petrocellis said that the author who seemed to enjoy his visit the most was famed musician Wynton Marsalis. His agent insisted Marsalis not be prevailed upon to bring his “ax” (his instrument), it would be too much of a distraction from selling his book .
When local students learned their hero was coming to Marin, they flocked to the store. Marsalis defied his agent, bringing his trumpet. He encouraged the kids to go home, bring back their instruments for an impromptu jam session. Afterwards he asked: Where’s the late night basketball? And off they went.
It hasn’t all been a walk down primrose lane, but the rewards have been gratifying. Dave and Ginny Freeman, whose Sonoma Valley Author’s Festival is on April 28, have teamed up with the Petrocellis to make books available for the festival’s hosted authors.
Barnes and Noble announced it has closed its Corte Madera outlet, proving the little guy or gal isn’t always going to lose out to the goliaths of the world.
Challenges still mount with Amazon online orders and quick delivery, but the Petrocellis seem to give the public what it wants – a focal point for book sellers, authors and the public to meet in a single location.
Bill Petrocelli muses that the bookstore operation is no way to get rich, having given up a successful law practice 10 years into his wife’s venture to help out full time, but it has been truly satisfying. And what more can one ask out of life?