Was It Worth It?
Yes. Was it profitable? Barely. But the relationship building and knowledge gained made it worthwhile.
The Numbers
Here's a rough breakdown of costs:
- Booth space: $750
- Sponsorship package: $1,000
- Labor (part-time assistance): ~$300
- Gas and lodging: ~$700
- Food and other stuff: ~$250
Total: roughly $3,000
We sold a lot of books—over 100 transactions—but when you add up all the costs, the business just about broke even. The problem wasn't the sales, it was that I didn't spend smart and I didn't bring enough inventory.
More Space Needed
The booth location wasn't great, which was bad luck. But the bigger issue was the limited selection. The real strength of the shop is the diversity of inventory, and I could only bring a sample of it. Next year I'm getting a bigger booth. More space means I can show off more of what makes the shop special.
Hardcovers Crushed
I thought zines would be the big seller, and they did fine, but hardcovers did great. People were willing to spend real money on premium books. So next year, more hardcovers as the centerpiece, fewer zines, and more softcovers to fill the middle ground between cost and value.
Bookshelves Need Rethinking
The bookshelves I brought had great visibility, but the bottom shelves were too low. I watched customers struggle to bend down and see what was there. Browsing shouldn't be an awkward experience. Those shelves aren't coming back, they'll likely be replaced with a tables and... tabletop bookshelves. 😉
No More Sitting
Maybe we'll have stools for quick breaks because eight hours of standing is brutal, but when customers are there, we'll be standing.
Standing completely changes the interaction. When you're sitting behind a table, there's a barrier between you and the customer. Standing means you can move around, show people things, engage. And hospitality is a big part of what I want the shop to be known for.
Cashless For Life
I didn't bring a cash box and I'm glad I didn't. Four people complained out of over 100 customers. And yes, it's legal. Businesses can refuse cash, unless there's a local ordinance.
I didn't want to worry about and lug around a cash box all weekend. Even in a safe environment like the vendor hall, not having that concern in the back of my mind was huge. Also, handling cash at a convention where everyone's touching everything? For all of our health, we should be doing our best to limit physical touchpoints.
Banner Visibility Problems
I had a banner but it was in the corner and hard to see when people walked up. I could watch people trying to figure out what was going on. Next year: bigger banner, better placement.
The Little Things
Bookmarks and stickers were a hit. People loved taking them. Free relationship-building that extends your brand past the weekend. These are staying in the plan forever.
A $1,000 Sponsorship?
It served a purpose this year. Got me on the newsletter and website, helped build some awareness. But I'm not doing it again. That money is going toward booth space instead. A bigger footprint will do more for me than any sponsorship package.
I Need to Run Games
At a con like this, it's critical to run games to build awareness, both for the shop and for the titles in the shop. I had a couple people pick up a book after they had played a session of a game and it would be easy to tie in a promotion with each session. Plus it will be fun! I feel like I missed out on not being able to play anything during the regular hours. Next year, I'll be running games for some of our most popular titles and will be bringing the help to make that possible.
The House Was Great
We split a big house with other designers instead of getting hotel rooms. Cheaper, more comfortable, and way better for building relationships. Plus, being a bit away from the convention center gave us space to decompress in the evenings. Doing this again next year for sure.
Cons Are Exhausting
Working a convention is rough. Eight-hour days where you have to be "on" the entire time. Load-in and load-out are serious physical labor. You don't see much sunlight, your feet hurt, you're talking to strangers all day.
You have to take breaks. You have to get outside. You have to decompress afterward. If you don't, the quality of your interactions tanks, and your interactions are the whole point.
Final Thoughts
While it was probably a close to break-even situation for the shop, value is not just about the dollars. The relationships built, connections made, and knowledge gained made this a great experience, and one I can't wait to repeat for years to come.
See you at Gamehole Con 13, bigger and badder! 😜
