Sparta Books to celebrate 50 years

By Rose Sgarlato
SPARTA — In the age of big box stores and Amazon, independent bookstores are a rarity. Fortunately for the past 50 years, Sparta Books has been a staple in the community.

Weathering all the ups and downs, it remains a successful business that is here to stay.

As the bookstore celebrates its 50th anniversary this year, the history and evolution of Sparta Books is worth a look.

Opened in 1965 by a guidance counselor, Bob Scofield and a Sparta school teacher Dick Cassels and called The Sparta Book Shop, it was sold four years later to Irene and Bill Morin. of Branchville, NJ. Its first location on Sparta Avenue was in a small storefront, now Cupcake Café, across from Ocean State Job Lot.

In 1984, Carol and Paul Viall purchased the store and expanded it to an adjacent space that now houses Albert Minelli Optometrist. Eight years later in 1992, they moved the store to 41 Theatre Center.

Although the Vialls had many good years under their belts and increased the size of the store, the business was in jeopardy of closing and the Vialls were ready to move on and sold it to an interim buyer in 2006.

“The book store had lost its wonderful reputation and many of its loyal customers prior to me purchasing it,” said Sparta resident Donna Fell, who purchased the store in 2007. “With the economy in a bleak state, the task of keeping an independent book store thriving was a huge undertaking, but I was determined to keep the store in business.”

Fell admits to having no experience in running a bookstore, instead she relied on her determination, hard work and passion for reading. She also sought advice from fellow bookstore owners and publishers as well as the American Booksellers Association and New Atlantic Independent Booksellers Association.

“I now consider these people my friends, and with their help the store began to come alive again,” Fell said.

But it was no easy road for Fell who faced other challenges including a depressed economy, electronic reading and online purchases.

She knew she had to reinvent Sparta Books to stir up some excitement. When a better, more visible location in the same shopping center became available in 2011, Fell made her next move.

Now in what was formerly Jerry’s Seafood, at 29 Theatre Centre, Fell took advantage of a new beginning and an improving economy.

“We remodeled, upgraded our computer systems and began to add some other items for our customers’ shopping pleasure,” she said.

Fell explains that the markup on books is marginal. Her selection of gift items brings in additional revenue and makes Sparta Books more of a destination. Featuring educational games and toys for children and popular gift items Alex and Anni and Natural Life, people now have more reasons to walk into Sparta Books.

And Fell has several events a month including author signings, children’s story time and the popular Where’s Waldo contest that is held every summer.

Cross marketing and community remains a priority for Sparta Books. And also having a professional staff is something Fell considers an asset.

“We have always aligned with local schools and supported many community endeavors through donations,” Fell said. “Our staff is knowledgeable and friendly. We strive to bring a level of customer service that you won’t find in a bog box store.”

Today Fell believes that people have a bigger awareness of shopping locally and supporting independent businesses.

“I don’t think there are a lot of bookstores that are 50 years old. For selfish reasons, I wanted a bookstore in my community, and I am happy to be a part of it,” she said.

Sparta Books is planning many upcoming events and promotions to celebrate its 50th Anniversary.

For more information visit www.spartabooks.com or call 973-729-6200.