We’re excited to introduce you to the always interesting and insightful Mark Kaufman. We hope you’ll enjoy our conversation with Mark below.

Alright, Mark thanks for taking the time to share your stories and insights with us today. It’s easy to look at a business or industry as an outsider and assume it’s super profitable – but we’ve seen over and over again in our conversation with folks that most industries have factors that make profitability a challenge. What’s biggest challenge to profitability in your industry?

Anyone interested in opening a bookstore — and running it as a profitable and sustainable business — will quickly discover that the escalating cost of real estate is the greatest challenge. Because there are fixed margins on books, it’s critical to understand how every dollar of revenue will be allocated: to cost of goods, payroll, occupancy costs, marketing, and more.

When we were looking to open our own bookstore, we found an ideal location in the heart of our historic downtown, where more than 500,000 visitors would walk past the front door each year. Had we agreed to the terms of the lease, not only would we have had to sell 30% more than could be expected based on industry averages, but we would also have been responsible for all repairs and maintenance the property needed, to the tune of an additional $150K.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

After serving as General Manager of one of the country’s largest independent bookstores with full-service bistro, my wife and partner, Donna Paz Kaufman, founded The Bookstore Training Group of Paz & Associates. From the time we first met 30 years ago, she had always talked about wanting to own and operate her own bookstore some day. It was a challenge to find a space that we could afford — an essential criterion if we were to be profitable. Once we did, we opened Story & Song Bookstore Bistro on Amelia Island, Florida.

Knowing that the margins in bookselling are so slim, it was imperative to be more than a bookstore, so we factored in a bistro with coffee and wine bar, an event space and art gallery, and enough space for a unique selection of cards, gifts, and non-book merchandise. After only one year in business, we were named “Small Business of the Year” by our local Chamber of Commerce.

When Covid took hold in 2020, we were able to stay in business because of an emphasis on customer service. Whether it was delivering meals to customers’ homes, offering puzzles to keep people engaged and entertained while in isolation, or bringing books out to customers’ cars, we became an essential part of the community. When a number of customers expressed concern whether we would survive, we gave them an opportunity to help by forming “The Happy Place Club.” Within months, almost 200 people had joined, generating more than $30,000 to keep us afloat.

To ensure the long-term sustainability of Story & Song, we then established a non-profit foundation, Story & Song Center for Arts & Culture, designating the majority of our estate to the foundation upon our passing, with the intention of having Story & Song be a gift to our community.

How’d you build such a strong reputation within your market?

When we first relocated to Amelia Island without knowing anyone here, we understood and acknowledged that it would take some effort to create community. We both volunteered with several community organizations, and implemented a concert series, “An Evening of Story & Song,” by inviting many of the singer/songwriters we had come to know from living in Nashville to travel here to perform. After only a few years, we had grown a mailing list of close to 800 people.

Can you tell us the story behind how you met your business partner?

I first met Donna Paz at a workshop facilitated by an author I had come to know years before. After sharing some personal stories, we bonded over having a near-death experience. Donna had just launched her own business as a trainer/consultant, and I was in the midst of a career transition. After three months of exchanging letters over a long distance, I decided to leave Northern California to be with her in Nashville. She asked if I’d be willing to apply my skills and background to a book-related project, and when that proved to be successful, I joined her business, already knowing that our relationship would be long-term. Over the course of seven years, we not only grew the business by adding additional products and services, but expanded our client base from a half-dozen to more than a hundred.

Contact Info:

• Website: http://storyandsongarts.org
• Instagram: @storyandsongbb
• Facebook: Facebook.com/StoryandSongBookstore
• Yelp: https://www.yelp.com/biz/story-and-song-neighborhood-bookstore-bistro-fernandina-beach?osq=story+%26+Song+bookstore