What’s better than a book in one hand and a glass of wine (or beer) in the other? Well for the month of June, starting this weekend, find out at Avoid The Day (ATD) Bookstore & Cafe’s pop-up in the heart of Rockaway Beach. Since July 2017, local wife and husband duo, Jianna and Jason Heuer, have been pursuing their dream of running small pop-up bookstores to bring their literary dreams of a brick-and-mortar store to life. Now they have the opportunity for the month of June to try out their concept on a larger scale.
This will be the Heuers' ninth and longest pop-up. They started at massage and wellness studio, NutureUWellness, and it wasn’t long before other businesses such as Rockaway Love and Rockaway Brewing Co. got on board. However, what makes this June 2019 debut even more special is the space they can use as their own, every Saturday and Sunday at 211 Beach 90th Street.
“The owner of the building knew I had been doing the bookstore pop-ups and knows my husband, Jason, through other projects. We saw that this building was for sale /lease and asked him if he would be willing to let us use the space in the interim, and he agreed! We are treating this as an opportunity to see if the community can support and of course, has an interest in a permanent bookstore and cafe,” Jianna Heuer said.
Avoid The Day will have a curated book selection, as well as one-of-a-kind local art and apparel. Part of their business concept also includes collaborating with other local business owners to put on special events such as live music, readings, art, and serve local food, which all supports locals helping locals. For example, they will be serving baked goods from Fat Cardinal Provisions and Rockaway Beach Bakery. Also, on Saturdays, they will be serving beer and wine sourced from local businesses.
The collection of books they curated and chose for this pop-up took a lot of thought and consideration for locals. Heuer said, “The books we are selling have been carefully curated and chosen based on their condition and what we feel would be interesting to the Rockaway community based on the popularity of certain categories at past pop-ups. We have the following sections available: fiction, memoir, nonfiction, cookbooks, mystery/thrillers, beach reads, children's/teens, and art and gift books.”
The Heuers look at their pop-ups as an opportunity to pay it forward. “Community and collaboration is key to what we believe makes a business thrive in a small, eclectic community like Rockaway. Ladies of Business Rockaway Beach (LBRB) is a local nonprofit that believes the same. While opening a bookstore cafe has been a longtime dream for me, joining LBRB is what made it seem like it could be a reality. I can't thank them enough for being a support and part of my inspiration to make ATD a realty. That’s why we will be donating a portion of the proceeds from the June pop-up to LBRB,” Heuer said.
For the month of June, Avoid The Day Bookstore & Cafe pop-up will be open at 211 Beach 90th Street on Saturdays, 12 p.m. to 8 p.m., and Sundays, 8 a.m. to 2 p.m. Starting off on the right foot, this Saturday, June 1, esteemed author of "Swell," and "From Rockaway,” Jill Eisenstadt, will be reading and signing books at 5:30 p.m.
For the full schedule of events and more info, follow them on Instagram, Twitter, and Facebook @atdbookbar or visit: www.avoidtheday.org.
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