Joseph-Beth Booksellers has been a landmark of Lexington’s geography for 25 years, and, despite a recent bankruptcy and ownership change, the company aims to surge ahead for 25 more.
“We are here for the long haul,” said general manager Gary Cremeans. “We’re not going anywhere. We’re just as committed to Lexington as we always have been.”
Cremeans has been a Joseph-Beth employee since 1996, serving as general manager for the past nine years.
“We’re a year and a half out from filing Chapter 11 — a year out from the announcement of the sale of the company,” he said. “I think that folks have come to the understanding that Joseph-Beth is still here and just as viable.”
The bankruptcy was made public in late 2010, while the business was still under the control of co-founder Neil Van Uum. The company was put up for auction, where it was purchased by the owner of Lexington Green, Robert Langley.
“Things have been a little up and down throughout the spring, but they’re really starting to pick up now,” said Cremeans. “We’re doing things a lot more crisply, a lot better than we were before. We learned a lot through that entire process. It was a reorganization, and we recognized it as such.”
Even though the bankruptcy didn’t really alter business much, the sale of the company provoked a mild furor among customers.
“I think a lot of folks just immediately associated it with liquidation,” Cremeans said. “That’s when people asked ‘When are you going out of business?’”
Not only did Joseph-Beth never consider closing its doors, but the company has big plans for the future, Cremeans said, starting with this summer. The bookstore is going to see improvements mainly in its layout. According to Cremeans, who hears the word “cluttered” used often, “We’re going to rearrange some of the sections so they make more sense and try to create an open and inviting pathway through the store. We want to create a flow, with points of inspiration for customers as they walk through.”
The biggest changes, however, will come in the Bronte Bistro, the full-service restaurant that takes up an entire corner of Joseph-Beth. Dave Runyon, the new general manager, said he is looking forward to a serious overhaul in July.
“It’s our big reset,” he said. The first step is the Bistro’s bar, which backs up to — and partially blocks –—one of Lexington’s better views. According to Runyon, “We’re moving our bar away from the windows and putting booths all up and down to utilize our prime-time view as excellent seating.”
Not only that, but the Bistro will be extending itself farther into the bookstore, claiming more real estate for about 40 additional seats. The menu will be evolving and, in addition to the interior getting a full makeover, the patio will also undergo major changes. Gone are the crumbling concrete tables and plastic chairs in favor of wrought iron and big, shady umbrellas.
“It’s a completely new way to view the Bronte Bistro,” said Runyon. “We’re a unique dining place and it’s not just our menu. We have an experience to sell.”
It’s this experience that Cremeans thinks sets his store apart from the big chains and the growing e-book industry.
“We’ve decided to focus on what we do best, in terms of having great, knowledgeable booksellers, customer service, and providing gift items that you can’t get other places. That’s always been a big part of our business. And combining all of that into one package along with the experience of just coming to the store.”
An integral flavor of the Joseph-Beth experience is their dedication to everything local. It’s impossible to walk through the store and not notice all the Makers Mark merchandise, Keeneland memorabilia, and the artwork and crafts of Kentucky’s citizens.
“This store was started here in Lexington and that means a lot to people,” said Cremeans. “It grew up with the city. The biggest thing is a commitment to local products and a local book section.”
He’s seen local book sections at other stores, and to him, they just seem like afterthoughts, he said.
“It’s about supporting local writers and bringing their books in,” he said. “People really look for that.”
He touts the children’s section as another huge factor in their continued success. “Our kid’s store is as big as most bookstores. We’ve got customers who grew up here as little kids.”
Just as importantly, Cremeans’ staff is full of people who have been customers since childhood.
“I interview people all the time who say ‘I’ve been coming here since I was 5,’” he said. “We all come from around here. This city means a lot to us.”