Party Plans Percolating for Final Potter Release

To legions of booksellers, wand and cape purveyors, owl wranglers, and fantasy readers of all ages, the release of Harry Potter and the Deathly Hallows (Scholastic), at 12:01 a.m. July 21, marks a heartbreaking terminus, regardless of author J.K. Rowling's final plot twists.

Independent bookstores have been at the forefront of creative marketing for the Harry Potter books, an achievement that culminates this year with participation in "Independent Muggles for Harry Potter," an exclusive promotion for ABA members. Many stores contacted by BTW are planning to incorporate the "Independent Muggles" Sweepstakes into their own celebrations. As stores continue to design and refine their unique events for the release of the last Harry Potter book, BTW begins a series of articles on independent booksellers' Potter-related plans.

As A Book for All Seasons in Leavenworth, Washington, tells customers via its various marketing materials, "The End is coming ... but there's still time for one final, fantastic Book For All Seasons Harry Potter Party!" Theirs will begin at 10:00 p.m. on July 20 and continue until 12:30 a.m., and it will invite Potter aficionados to "explore Hogwarts, Azkaban, and the Forbidden Forest [and to] remember and revisit previous Harry Potter books," said Events Coordinator Katie Eyre. A late-night version of BYOB (bring your own broom) Quidditch, loosely based on soccer, is on the itinerary, as is a vote to decide whether Snape is on the side of good or evil. The bookstore also will create a complimentary Hogwarts Buffet Banquet Table serving Pumpkin Pastries, star-shaped sugar cookies, Bertie Botts Every Flavor Beans, Wizard worms (colorful liquorices), chocolate frogs, and other Harry-themed food.

Although Eyre explained that the store was in the preliminary stages of developing its Potter party, she described plans for an amazing transformation of "a relatively small store " into several different locales of import in the Potter series. "We hope to have the entryway become a gate with guttering torches and guarded by a Death Eater," she explained, adding "it's amazing what you can do with crepe paper and glue."

For the main area of the store, which will become Hogwarts Castle, "the famous sky-ceiling will be captured using heavy drapes and fairy lights for stars, ancient tomes, odd-looking bottles and jars with strange liquids. Spiderwebs and dry ice will lend an air of mystery from the upper shelves, and swathes of cloth and crepe will create pillars and burning torches," Eyre said. Key details will be added with props: "A broom by the door, hovering owls, the odd snitch flying around, perhaps some Gargoyles, et cetera."

A sliding glass door will be decorated as a giant painting leading to the Gryffindor Common Room. "This area is the site of some truly messy activity (wand making and potions homework) so decoration can't be too heavy out here," she explained.

"The Forbidden Forest is likely to be more lavish. A ceiling of branches and faux foliage will combine with dry ice to lend a creepy air to our nonfiction section, enhanced by a spooky soundtrack. Brave wizards who explore a little further might find the webs of giant spiders or the door to the Riddle House.... A mirror will become the house's 'window' using pen-on-tape 'cracks' and a misting of water)."

At midnight, A Book for All Seasons will distribute the prepaid copies of Harry Potter and the Deathly Hallows according to the "Book of Names," which Eyre described as "a mysterious black book that appeared on the front counter at A Book For All Seasons. It records the name of every wizard to pre-buy Harry Potter and the Deathly Hallows in order, so that on the night of the Harry Potter Party we can award copies of Book 7 in the order in which they were purchased."

The "Independent Muggles for Harry Potter" sweepstakes will "fit right in" with their other Potter promotions, said A Book for All Seasons owner Pat Rutledge. "It will really drive sales to our store."

In Southern California, Mysterious Galaxy in San Diego is hosting its traditional early morning party (it will open at 8:00 a.m. on Saturday with breakfast treats, and caffeine for older wizards), and for the first time it will feature a midnight party. "Thanks to the enthusiasm and leadership of our young adult program coordinator, Samantha Wynns, we will host our first and last Harry Potter Midnight Extravaganza," explained co-owner Maryelizabeth Hart.

"Sam has plans in place for treats, games, trivia contests, and more," she said. "We are taking part in the 'Independent Muggles for Harry Potter' Sweepstakes promotion, making entry forms and the rules available in the store, as well as taking part in [Scholastic's] Seven Questions promotion. Our own contribution to our customers buying Harry Potter and the Deathly Hallows is giving out Book Sense gift cards, some of which will be randomly loaded with increments of seven dollars in honor of the seventh book. Customers will be able to check their cards online to see if they receive a winning card."

At Square Books, Jr. in Oxford, Mississippi, manager and buyer Laura Lanza is eschewing the store's tradition of a 7:00 a.m. party and is instead burning the midnight oil. "This is different for us, but we've decided to go for it," she said. "We'll close early and reopen at 11:00 p.m. [on July 20], then party 'til it's over." Since the queue for the previous early parties was "huge," Lanza expects a few hundred people to show up for the contests and goodies planned for the midnight bash. Different discounts will be given to those who prepay, those who come to the party in standard pajamas, and those who come in a Harry Potter-themed costume.

In Tempe, Arizona, Changing Hands Bookstore has big party plans, but also has some pre-publication difficulties with the book. Yvette Roeder, Changing Hands PR manager, discussed problems and solutions with BTW. "As of now, we're steadily selling books, but because the bigger stores are heavily discounting their books, it's a struggle," she said. "However, we are tagging our midnight party as a VIP party," with a book purchase before publication getting a customer the VIP launch party, explained Roeder. "Also, seven dollars of each book sale goes to a local charity, so that's how we are marketing the non-discounted books."

During the Midnight VIP event at Changing Hands, Seconds to Breathe, a band that has opened for Bon Jovi will play, while fire dancers dressed in Hogwarts uniforms will twirl flaming batons, said Roeder. "We're hoping to have a reading of the last chapter of HP6 by local celebrities, like sports figures, TV personalities, and quirky folks."

Changing Hands is also " inviting the other merchants in our strip mall to participate and stay late or open that evening, and join in the HP-themed celebration," said Roeder "There is a restaurant/bar next door that usually stays open and serves food and beverages to their patrons who can watch the show from the patio." Patrons will also be treated to Sno-cones to counter Arizona's summer temperatures that can reach around 115 degrees.

On the day of the launch, Changing Hands will feature face painting and a balloon artist, a reading of the first chapter of HP7 by a local stage actor, and other activities. Also slated to visit are some Potter-themed guests from the Phoenix Zoo -- including spiders, toads, snakes.

"Right now, it's fairly quiet, but, come June, when the media starts generating stories about our store and our planned party, we expect a lot of calls for book orders," said Roeder, who noted that the "Independent Muggles for Harry Potter" was being incorporated into Changing Hands' Potter promotion.

In San Francisco, Gary Frank, owner of The Booksmith, said the final Potter fete will be the store's fourth. The bookstore will create, as in years past, a 20-foot Diagon bowling alley. "We actually had pins and made an alley where people could bowl. We gave away prizes. It was really cool," said Frank. He added that the Booksmith/Harry Potter party tradition of tossing a beanbag into a cauldron for prizes would continue. "There will prizes for everybody," he said, "mostly Harry Potter giveaways."

In Hudson, New York, booksellers Kelly Drahushuk and Alan Coon of The Spotty Dog are planning their first Potter party, combining a craft project with other fun activities to make a memorable event. To keep accompanying adults entertained, the pair has a secret weapon: a lounge/cafe. The Spotty Dog, located in a 1890s firehouse, serves eight artisan beers and several varieties of wine, as well as coffees, juices, and teas -- in addition to offering an inventory of 10,000 books and a full-service art supply store. --Reporting by Nomi Schwartz and Karen Schechner

If your bookstore has special plans to celebrate the release of the last title in the Potter series, Bookselling This Week would like to hear from you. Please send an e-mail to [email protected].

Booksellers should note that Scholastic's order deadline for delivery of Harry Potter and the Deathly Hallows before the July 21 on-sale date is Friday, April 27. Scholastic does not guarantee early delivery for orders received after that date.