In today's episode we speak with Eugenia Vela, Director of Kids Events & Marketing at BookPeople in Austin, Texas, about how authors can plan events for their books at independent bookstores.

1:10 - Can you tell us a little about your background and experience at BookPeople?

• I've been at BookPeople for three years and started as their school event host going to schools with authors when they visit. I loved it and wanted to do more, so I moved into my current position in kids’ events about two years ago.

2:00 Can you tell our listeners a little more about the types of authors and events BookPeople puts on?

• As far as events go, we do a little bit of everything. On the kids and YA side I handle everything from story times to author signings with picture book, middle-grade, and teen authors. On the adult side we typically have author signings.
• We have over 300 events a year in store. We also do a lot around town, like partnerships with Texas Book Fest, The Paramount Theater, SXSW, and more. We also do author visits to schools, which is one of my favorite programs.

3:40 - How can an author maximize their chances of getting a yes for an event with you?

• We have a marketing and events team authors can reach out to through the website. I’d advise authors in general to explore the webpage of the store they want to host an event with.
• We get pitches straight from authors or from publishers. The adult events manager and I are responsible for booking adult or kid events, and the first step is to make sure that we can order the book from our vendor and that it falls within our regular terms.
• Then, I look at the publishing date. Can we tie the event to the publishing date? If you realeased the book a couple of years ago, we can’t offer you an event. We may be able to do an event for a book that’s been out for a couple of months, but it gets tougher to do so as we get into the busier fall season.
• Another thing is our customer base. Do we think they’d respond well to this particular book? Different cities have different genres that do well at their stores. For example, Austin readers love mysteries.
• Speaking for the kids’ side, I look for picture books that we could promote via social media, giveaways, coloring sheets, etc.

7:40 - Can you give us some examples of ways you know that an author may be able to draw a crowd for an event?

• We try to be honest and explain that if you don’t have name recognition, we’ll rely largely on you to bring a crowd. That’s a little easier when it’s someone based in Austin who has friends and family in town. I typically ask people if they have a local network and how many people, realistically, would come.
• I look into their social media to see if they're using Facebook, Twitter, Instagram, etc. and/or have an author website. It gives me an idea of how willing they are to promote this event and bring people in.
• I’m also honest if authors have published six books already and it’s less likely that their network will show up for their newest book. In that case I’ll often invite them to come to the store and sign some copies that we can promote.
• The focus on authors' social media may sound superficial, but the truth is that while BookPeople uses newsletters, and ads, and our own social media channels to promote events, nothing competes with a personal invitation from an author.

9:35 - Are most events author readings or are there workshops too? What seems to work well?

• Most common is the reading or talk, then Q&A and signing.
• There is also room for a conversation, like a moderated event where someone is interviewing the author.
• On the kids and teens side there is more room to play. I always recommend that authors don’t talk about craft at a kids’ event. Even if there are only five kids and forty adults, present to the kids. Definitely show slides of the book and read the book if it’s short enough, but then focus on activities.
• There are other opportunities like summer writing workshops where we can collaborate with local authors or illustrators who can work with kids.
• School visits, again, are a great opportunity where we can provide books, order forms, set up website ordering for schools, etc.
• Once an author reaches out it’s good to have a conversation about what they want to do and what we have space for. Our customers still need to be able to shop, so if an author wants to do something over-the-top, I may recommend an event venue.
• We try to structure our events based on the author’s personality and book, if they’d do better with a moderator or just reading and answering questions.

13:00 Any parting advice for authors looking to work with a store like BookPeople for an event?

• Ask questions and be honest. If there are things you don’t think an indie bookstore can do, they might be able to, so ask. For example, many people don’t think their audience can pre-order books with us, but they can.
• Be open and honest with your bookseller or event coordinator about what they’re looking for and what fits well with the store’s personality.
• Get creative, and update this social media accounts!

14:30- When should authors reach out about an event?

• I recommend about three months in advance. That’s based on our calendar and how quickly it fills up. For example, September and October are busy months, so May would be good.

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About Eugenia

Eugenia Vela is the Director of Kids Events & Marketing at BookPeople in Austin, Texas. She was born and raised in Monterrey, México and studied journalism at the University of Texas at Austin. She previously worked at the Texas Library Association and you can find her writing online at BookMarks, LivvyLand, Human Parts, and more.