Valet Reader

80's logo, can you tell?

So, the Yellow Book Road isn’t actually dead. There is still a children’s book store that goes by this name but I can tell you it is most definitely not the Yellow Book Road that I have fond memories of.

Yes, it is bizarre that I’m reviewing a store that in my mind no longer exists but there is a perfectly good reason for my doing so. Mostly for the memories and secondly for my mother and Susie. You see, my mother and one of her best friends, Susie, first opened the store in La Mesa, California in 1986. The first location was above a pediatricians office (obviously ideal for a children’s bookstore), next door to a Mexican restaurant and very close to Aquarius Roller Rink (that place was rad). I have fond memories of that upstairs location but the bulk of my memories are of the store when it moved to it’s much much larger location on La Mesa Blvd. in downtown La Mesa.

Being owned by my mom, and still being rather young, you can probably imagine the amount of time I spent there. Looking back on it now I would like to remember it as being similar to a giant playground full of the written word. Unfortunately, at the time, I wasn’t so interested in that. Regardless, it was always cool to be there (although my mom will probably tell you I wasn’t always so pleased).

The store was constantly having authors in the store, whole classes of students and who knows what else. I mean there was always something going on. Back in the day I can remember a 10, possibly more, page newsletter, I mean seriously, this was for a children’s book store. My mom and Susie worked with school districts all over the country helping to make sure that schools got just the books they needed and wanted. It’s really quite amazing to look back and reflect on that. They worked incredibly hard and ran a very successful, well known and very well respected business.

There were two other aspects of the store on La Mesa Blvd. that always captivated me. The first being the display windows out front, these windows were huge and were constantly changing. Some were designed by schools and students and others by the staff. I think those windows helped draw a lot of people into the store, they were definitely always eye catching. I remember quite frequently asking my mom if the windows had changed and what had gone in. The second, and probably my favorite thing about the store, was ”the wall.” I know, a wall, whats wrong me? Oh, this was no ordinary wall. On a spectacular visit by one of my favorite authors of the time, Brian Jacques, he audaciously made the decision that to commemorate his experience at the store he would autograph the wall. Hmm, interesting right? Well as time went on and authors stopped in they too decided to sign the wall. Eventually there were illustrations, signatures, quotes and all kinds of other fun and inspiring inscriptions on that wall. Once the wall got too crowded the signatures spread. They were on the doors to the office, they were on the molding, the cashiers island, they were everywhere. Unfortunately though those autographs are no longer there, as my mom and Susie sold the store sometime ago and the store has moved. But, they did hang on to the doors of the office as a little memento and keep sake. It’s pretty cool, ya know.

Of course there are other memories of the store. Like hanging around in the back of the store where there was a large loading dock door (you know the big heavy metals ones on rollers). I remember always coming into the store through that entrance as opposed to the front door, I was too cool for the front door. I also recall working for the store at various points, and I’m pretty sure both my siblings and all three of Susie’s children also worked for the store at one point or another . Whether I was helping with inventory or making deliveries, it was always redeeming knowing that I was helping my mom out. Oh, and of course all the staff there. Throughout the years they of course changed but there were also staffers who were there for ages. Whenever I came home from college or back from somewhere whether or not I knew or remembered them, they remembered me which was always endearing.

Most recently the store was actually bought a second time from the people who originally bought it from my mom and Susie. I’ve been to the new location once and… well, it’s certainly not the same. My mom and Susie still have a deep love for that store and are always willingly generous with their time to consult with the new owners and help them out in whatever way they can.

As a small token of all the memories, Susie’s children and my siblings and I (I can’t really take any credit for it) compiled a photo album for both Susie and my mom of the book store through the ages. It’s really quite neat and I always notice it on the bookshelf in the living room when I’m in San Diego.

Although the bookstore I remember is now gone, I will of course always remember it.

Although finding pictures of the stores wasn’t exactly easy I did want to show you all what it looked like on the inside. Enjoy…

Patricia Polacco (author & illustrator) at the original store location

Front of the La Mesa Blvd. store. What is this, the only day it's ever rained in San Diego and you decide to take a picture then?

"Eye Woz First" Brian Jacques (author) first to sign the wall, 4/10/93

Wall Illustrations

Umm, there is a pig on the wall wearing a tutu...

Molding Illustrations

Yes, that is a door... they were running out of space.