Book-adoring Phoenix denizens who crave a warm, inviting ambiance to explore their favorite pastime, take heart. A touch of intoxication awaits at the Valley’s two Changing Hands bookstores, one in Tempe (Guadalupe and McClintock) and one in Phoenix (Camelback and Third Avenue). Touting itself as being a socially responsible bookstore and gathering place, each store’s monthly calendar is overflowing with an eclectic array of events, which are offered practically every night of the week: lectures, book signings, fundraisers, “tween” and children’s events, writing workshops, discussion groups and entertainment.
The original Changing Hands resonated with the community when it opened its doors in April of 1974 in downtown Tempe. Its burgeoning popularity necessitated a move to a larger store on Mill Avenue after just two years, and the rest, as they say, is history. For the next 41 years, Changing Hands cemented its prestige in not just the local community but in far reaches of the country as well. Guest speakers have included Hillary Clinton, President Barack Obama (when he was a senator) and President Jimmy Carter, who spoke for the third time last July and attracted 4,000 people who lined up in the rain around the shopping center. For guests that draw extra large crowds, the bookstore uses the Orpheum Theater downtown.
Early December events (call stores for times) include:
- In Tempe on Dec. 2 author Landon Napoleon and Karen Perry will speak about Angels Three: The Karen Perry Story. The book discusses how Karen was able to move on after her three young children and their father died in a plane that crashed into Superstition Mountain in Arizona.
- That same day the Phoenix store hosts Ruth McGregor in conversation with Linda Hirshman, author of Sisters in Law: How Sandra Day O’Connor and Ruth Bader Ginsburg Went to the Supreme Court and Changed the World.
- On Dec. 3 the Tempe store hosts a program for young adults. Author Jack Gantos speaks about The Trouble In Me, an autobiographical novel about a teen’s slide into trouble.
- Jenny Lawson talks about her book Furiously Happy: A Funny Book about Horrible Things Dec. 7 at the Tempe store. The author explores her lifelong battle with mental illness in this hysterical, ridiculous book about crippling depression and anxiety.
The three Jewish owners, Bob Sommer, Gayle Shanks and Cindy Dach, have worked hard to create a stellar selection of new and used books, including about 100 Jewish-themed books by Jewish authors.
“I have worked my way through many jobs, but working here is my ideal,” says Dach. “Marketing and promoting books is my biggest thrill. I love getting people excited about books as well; it’s a magical experience. I used to work in the garment industry in New York, and sometimes clients would scream at me. Now, I just want to connect with books.”
On the other side of town, the newest Changing Hands is also building a loyal following.
“It’s a year and a half old, and the urban version of our Tempe store,” says Shanks. “It wasn’t built to be a clone, but to complement the Tempe store, which is warm and comfortable with bright colors. This store has a more industrial flavor.”
To honor the integrity of the structure, which was a steak house previously, the owners kept the original fireplaces, adobe walls, chandeliers and some old windows. They even created a cafe – the First Draft Book Bar, which serves coffee, beer, wine and light fare.
“We were incredibly welcomed by that neighborhood,” says Sommer. “They flooded in and have been coming in ever since.”
Part of the magnetic chemistry can be attributed to clever events such as a recent book and wine pairing of the book The Organized Mind by Daniel J. Levitin, which was aptly paired with a wine labeled Madness and Cures.
In addition to providing a passionate staff at both stores, the owners use a marketing strategy aimed at taking the shopping experience up a notch. The store provides a veritable cornucopia of enticing gifts for all occasions to provide an even more fun and engaging experience. Shoppers can choose from sumptuous-smelling lotions and potions, chimes, incense, pottery, teas, purses, jewelry, ceramics, CDs, magazines, tarot cards, and a wide array of clever gifts and whimsical novelty items. Fresh bread smells wafting in from the Wildflower restaurant next door add to the sensory experience.
“About 10 years ago we realized the chains were rolling in, and Amazon was becoming a giant gorilla,” says Shanks. “We needed to differentiate ourselves, and we wanted to create a one-stop shopping experience for holiday or birthday shopping with something unique for everyone. We hired a great gift buyer, and the gifts have become a huge part of our success. When people come in our stores, we want their shoulders to drop four inches and relax.”
The three owners concur that they love to see the community come together. Their vision came to life recently when nine cast members of the iconic “Days of Our Lives” daytime drama came to the store for a book signing of Days of our Lives 50 Years. More than 1,000 people attended the event to have their books signed and take posed pictures of the stars.
“The women who came talked about how they formed friendships around the TV show,” says Sommer. “It was reminiscent of other events we had as well, when readers bonded over books they have read.”
Adults aren’t the only ones who take advantage of Changing Hand’s myriad of activities and speakers. To further the philosophy of encouraging young readers, the store works closely with nearby Temple Emanuel at Hanukkah and Passover. Local events coordinator Pinna Joseph works with the educational director and rabbi, creating memorable experiences that include songs, stories and sometimes crafts. “It’s typically preschool age to early grades,” explains Joseph. “Grandparents often attend as well. We also offer a book fair to the synagogue where they receive credit for their libraries. The kids love it, and they really enjoy themselves. The events are open to the whole community.”
The owners all point proudly to the fact the store is closely aligned with the local National Public Radio station. A highlight of that relationship is bringing in someone from the station to fundraise, such as Diane Rehm, who this winter will speak at the Orpheum Theater. “We will do a joint event, and the station will make announcements,” says Sommer. “That’s just one example of the close relationship between NPR and Changing Hands. We’ve been NPR sponsors as long as we’ve been in business. They are always looking to send business our way, and we try to support them. It’s a symbiotic relationship.”
Stop in at either store to meet the highly knowledgeable staff, pick their brains on what’s hot or just sample the delightful gifts. Who knows? You might find a book that will change your life – or someone else’s.
