It All Begins With "Once Upon a Time"
Christina Hamlett
November 17, 2008
"The world is a book," wrote Saint Augustine, "and those who do not travel read only one page."
If frequent flyer miles were awarded for every book she has read since childhood, Maureen Palacios would have enough to have circled the globe more times than she can count. The owner of Once Upon a Time Book Store – the oldest children´s bookstore in the nation – is happily surrounded by what she loves best: books, books and more books. With a laugh she divulges that the only thing she needs more of is the time to actually read all of them.
Her purchase of this delightful establishment several years ago is almost a story in itself. "The former owner, Jane Humphrey, was trying to find a buyer in 2003. My daughters, meanwhile, were noticing their favorite bookstore no longer had much inventory. Unbeknownst to me, my daughter Jessica – then nine – decided to take matters into her own hands." Palacios, who was working at home as a human resources consultant, had frequent occasion to send faxes, an activity that didn´t go unnoticed by her resourceful young offspring. "Jessica wrote a letter to the editor of the Glendale News Press urging the readership to help ´the nice lady find a buyer for her shop´. She also added, ´Where am I going to find the next Harry Potter book if Once Upon a Time is closed?´ She then looked up the number and faxed it to the newspaper."
What followed, Palacios explains, was widespread community interest in keeping the doors of the shop open and helping Humphrey find a buyer. "I came into the store soon after the letter was published and she even asked me if I´d be interested in purchasing it. When I told her I didn´t have any experience, she offered to train me." What followed for Palacios was a discussion with her husband, Jorge, and the subsequent offering of a bid. "A few days later we were owners of the shop! We just couldn´t imagine our neighborhood without this precious resource that has inspired and nurtured two generations of young readers. We´ve never regretted our decision, even during these tough economic times."
Surrounded by books that appeal to all ages of readers is a natural segue to reminisce about her own favorite titles from childhood. "My top three were probably ´Misty of Chincoteague´ by Marguerite Henry, ´My Father´s Dragon´ by Ruth Stiles Gannett, and ´Jenny and the Cat Club´ by Esther Averill. All of these books were stories I really related to and yearned to be like. I was enthralled by the shy cat, Jenny Linsky, and her adventures with her cat friends. As I had cats of my own, I wanted them to dance the jig in the garden at midnight, too! ´My Father´s Dragon´ was a magical adventure that made me hope I could own a dragon myself from Blueland. And the horse bug was so prevalent with me; as a child I dreamed of going to Chinctoteague and being with the ponies." The latter eventually inspired her to take horseback riding lessons as an adult.
The changing trends in commercial literature for young people – and the changing attitudes of young people toward reading – haven´t escaped Palacios´ attention. "I think a good story told in interesting ways will always hold up and keep children wondering, questioning and imagining. The increase in quality fantasy books – which started almost 10 years ago with Harry Potter - still points out that children enjoy stories of escape and magic. The real issue I have, though, is when parents think it´s great to give their children the latest techno/electronic gadget and/or who plop their kids in front of the TV instead of connecting with them, sharing and reading a good book."
She reflects that she grew up with books all over and relished the weekly jaunts her family took to the neighborhood library. "Books and reading were integral parts of my life growing up and it´s that same love of books I´ve been able to share with my children. The real, urgent need to connect with children by age nine and turn them onto reading with a good book is underestimated. That´s why it´s so crucial to support independent booksellers who are able to host author events, donate prizes for silent auctions, and support the community around us." Hearing a child laugh at stories and illustrations during a reading and then interacting with the author is a memory-maker that Palacios believes they´ll cherish for a lifetime. "I remember meeting Ray Bradbury at my 8th grade middle school in San Diego four decades ago and he remains my favorite author. When was the last author event Amazon.com put on?"
When her store moved to its current location a year ago, Palacios recalls having a huge turnout for author/illustrator David Shannon. "It was standing-room only, 200+ kids, and people lined up on the street snaking around the corner of Star Café!" In June, the store played host to internationally known children´s author and literacy expert, Mem Fox, who delighted teachers, parents and children with a reading from her baby book, "Ten Little Fingers and Ten Little Toes". Palacios enjoyed record numbers on November 11th when the biggest person in kids´ lit – author and National Ambassador of Young People´s Literature Jon Scieszka– made an appearance. "He´s such a funny guy and his teaching background - plus his advocacy for reaching boys and getting them to read (http://www.guysread.com/) - comes through his books. They´re hysterical, irreverent, crazy, weird and capture kids´ imaginations."
Sadly, independent bookstores throughout the U.S. are becoming a rarity, largely owning to major chains and online shopping. Palacios believes that Once Upon a Time´s success and sustainability are the result of its selection of quality books coupled with personalized service. "No store – no matter how big – can carry every book that´s published. We order five times a week from our warehouse and usually can get a book in a day or two. Our staff is trained to find the right book at the right time for a child. At Once Upon a Time, you´ll find a great selection of the best books in children´s literature and a choice selection of adult titles. You can browse our shelves, interact with our knowledgeable staff and have them recommend titles that are age-appropriate."
As in real estate, Palacios believes location is an important factor, too. "This community has supported us for over 42 years in 4 different locations in Montrose, but selection, selection, and selection of titles is the key to our longevity. Being the oldest children´s bookstore in the country is a great testament to our community of readers who have and continue to support our store. I feel that my role as caretaker of the shop will one day be passed on to someone else, but only if the community wants to support our concept of personalized service with an exceptional selection of quality books."
She likes to quip that it seems just about everyone in the Crescenta Valley has worked for the store at one time or another. "I employ high school superstar readers who all eventually go off to prestigious colleges, but normally come back to work on school breaks. My adult staff ranges from a local college student who enjoys political books, a writer with a degree in religion who´s partial to short stories, a former preschool teacher with a penchant for traditional children´s literature, a former architect who loves children´s fantasy, and a writer/musician with eclectic adult reading tastes."
Have someone hard to shop for on your gift list? Palacios recommends the store´s Book of the Month Club. "This is a great way to stay connected with loved ones, grandchildren and even colleagues. We have a detailed questionnaire the sender fills out asking about what kinds of books or stories the recipient likes. We personally select books fitting those parameters, wrap them, and send them out each month (or quarterly). We even get feedback from the recipients on other titles they´d enjoy. And hey – it lasts longer than ´Fruit of the Month´."
Palacios closes with an anecdote about the store´s tradition to draw people in with thoughtfully themed, whimsical or funny book displays. "I remember one window for ´home improvement´ books – Kitchen Redesign, Bungalow Basics, Red Tile Style, Architecture. The window incorporated these titles with a ladder, paintbrushes, painter´s cloth, wood planks, nails, etc. And duct tape. We had a man come in wanting us to sell him our display of duct tape – not books."
Address of shop: 2207 Honolulu Ave, Montrose 91020 in Montrose Shopping Park
Phone Number: 818-248-9668
Hours of Operation: Sun & Mon 10 – 5, Tues-Sat 10 – 8pm
If frequent flyer miles were awarded for every book she has read since childhood, Maureen Palacios would have enough to have circled the globe more times than she can count. The owner of Once Upon a Time Book Store – the oldest children´s bookstore in the nation – is happily surrounded by what she loves best: books, books and more books. With a laugh she divulges that the only thing she needs more of is the time to actually read all of them.
Her purchase of this delightful establishment several years ago is almost a story in itself. "The former owner, Jane Humphrey, was trying to find a buyer in 2003. My daughters, meanwhile, were noticing their favorite bookstore no longer had much inventory. Unbeknownst to me, my daughter Jessica – then nine – decided to take matters into her own hands." Palacios, who was working at home as a human resources consultant, had frequent occasion to send faxes, an activity that didn´t go unnoticed by her resourceful young offspring. "Jessica wrote a letter to the editor of the Glendale News Press urging the readership to help ´the nice lady find a buyer for her shop´. She also added, ´Where am I going to find the next Harry Potter book if Once Upon a Time is closed?´ She then looked up the number and faxed it to the newspaper."
What followed, Palacios explains, was widespread community interest in keeping the doors of the shop open and helping Humphrey find a buyer. "I came into the store soon after the letter was published and she even asked me if I´d be interested in purchasing it. When I told her I didn´t have any experience, she offered to train me." What followed for Palacios was a discussion with her husband, Jorge, and the subsequent offering of a bid. "A few days later we were owners of the shop! We just couldn´t imagine our neighborhood without this precious resource that has inspired and nurtured two generations of young readers. We´ve never regretted our decision, even during these tough economic times."
Surrounded by books that appeal to all ages of readers is a natural segue to reminisce about her own favorite titles from childhood. "My top three were probably ´Misty of Chincoteague´ by Marguerite Henry, ´My Father´s Dragon´ by Ruth Stiles Gannett, and ´Jenny and the Cat Club´ by Esther Averill. All of these books were stories I really related to and yearned to be like. I was enthralled by the shy cat, Jenny Linsky, and her adventures with her cat friends. As I had cats of my own, I wanted them to dance the jig in the garden at midnight, too! ´My Father´s Dragon´ was a magical adventure that made me hope I could own a dragon myself from Blueland. And the horse bug was so prevalent with me; as a child I dreamed of going to Chinctoteague and being with the ponies." The latter eventually inspired her to take horseback riding lessons as an adult.
The changing trends in commercial literature for young people – and the changing attitudes of young people toward reading – haven´t escaped Palacios´ attention. "I think a good story told in interesting ways will always hold up and keep children wondering, questioning and imagining. The increase in quality fantasy books – which started almost 10 years ago with Harry Potter - still points out that children enjoy stories of escape and magic. The real issue I have, though, is when parents think it´s great to give their children the latest techno/electronic gadget and/or who plop their kids in front of the TV instead of connecting with them, sharing and reading a good book."
She reflects that she grew up with books all over and relished the weekly jaunts her family took to the neighborhood library. "Books and reading were integral parts of my life growing up and it´s that same love of books I´ve been able to share with my children. The real, urgent need to connect with children by age nine and turn them onto reading with a good book is underestimated. That´s why it´s so crucial to support independent booksellers who are able to host author events, donate prizes for silent auctions, and support the community around us." Hearing a child laugh at stories and illustrations during a reading and then interacting with the author is a memory-maker that Palacios believes they´ll cherish for a lifetime. "I remember meeting Ray Bradbury at my 8th grade middle school in San Diego four decades ago and he remains my favorite author. When was the last author event Amazon.com put on?"
When her store moved to its current location a year ago, Palacios recalls having a huge turnout for author/illustrator David Shannon. "It was standing-room only, 200+ kids, and people lined up on the street snaking around the corner of Star Café!" In June, the store played host to internationally known children´s author and literacy expert, Mem Fox, who delighted teachers, parents and children with a reading from her baby book, "Ten Little Fingers and Ten Little Toes". Palacios enjoyed record numbers on November 11th when the biggest person in kids´ lit – author and National Ambassador of Young People´s Literature Jon Scieszka– made an appearance. "He´s such a funny guy and his teaching background - plus his advocacy for reaching boys and getting them to read (http://www.guysread.com/) - comes through his books. They´re hysterical, irreverent, crazy, weird and capture kids´ imaginations."
Sadly, independent bookstores throughout the U.S. are becoming a rarity, largely owning to major chains and online shopping. Palacios believes that Once Upon a Time´s success and sustainability are the result of its selection of quality books coupled with personalized service. "No store – no matter how big – can carry every book that´s published. We order five times a week from our warehouse and usually can get a book in a day or two. Our staff is trained to find the right book at the right time for a child. At Once Upon a Time, you´ll find a great selection of the best books in children´s literature and a choice selection of adult titles. You can browse our shelves, interact with our knowledgeable staff and have them recommend titles that are age-appropriate."
As in real estate, Palacios believes location is an important factor, too. "This community has supported us for over 42 years in 4 different locations in Montrose, but selection, selection, and selection of titles is the key to our longevity. Being the oldest children´s bookstore in the country is a great testament to our community of readers who have and continue to support our store. I feel that my role as caretaker of the shop will one day be passed on to someone else, but only if the community wants to support our concept of personalized service with an exceptional selection of quality books."
She likes to quip that it seems just about everyone in the Crescenta Valley has worked for the store at one time or another. "I employ high school superstar readers who all eventually go off to prestigious colleges, but normally come back to work on school breaks. My adult staff ranges from a local college student who enjoys political books, a writer with a degree in religion who´s partial to short stories, a former preschool teacher with a penchant for traditional children´s literature, a former architect who loves children´s fantasy, and a writer/musician with eclectic adult reading tastes."
Have someone hard to shop for on your gift list? Palacios recommends the store´s Book of the Month Club. "This is a great way to stay connected with loved ones, grandchildren and even colleagues. We have a detailed questionnaire the sender fills out asking about what kinds of books or stories the recipient likes. We personally select books fitting those parameters, wrap them, and send them out each month (or quarterly). We even get feedback from the recipients on other titles they´d enjoy. And hey – it lasts longer than ´Fruit of the Month´."
Palacios closes with an anecdote about the store´s tradition to draw people in with thoughtfully themed, whimsical or funny book displays. "I remember one window for ´home improvement´ books – Kitchen Redesign, Bungalow Basics, Red Tile Style, Architecture. The window incorporated these titles with a ladder, paintbrushes, painter´s cloth, wood planks, nails, etc. And duct tape. We had a man come in wanting us to sell him our display of duct tape – not books."
Address of shop: 2207 Honolulu Ave, Montrose 91020 in Montrose Shopping Park
Phone Number: 818-248-9668
Hours of Operation: Sun & Mon 10 – 5, Tues-Sat 10 – 8pm
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