THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Thursday, July 28, 1994 TAG: 9407260139
SECTION: NORFOLK COMPASS PAGE: 05 EDITION: FINAL
SOURCE: BY SCOTT McCASKEY, CORRESPONDENT
LENGTH: Medium: 75 lines
Hardly anything goes hand-in-hand more than a good read and a hot cup of coffee. At Prince Books and Coffeehouse in downtown Norfolk, the match is a matter of business.
Formerly J.M. Prince Books in the Selden Arcade, the new store opened July 19 on the first floor of the Life Building on Main Street. Though it's the first operation of its kind in the area, owner Sarah Pishko says the fusion is not uncommon.
``A lot of bookstores in the larger cities have had coffeehouses for a while,'' she said. ``The concept is spreading.''
Pishko had been considering the idea for some time but was waiting for the right spot with more room to open up. The Life Building (formerly the Wheat Building) was prime real estate.
``I walked in one day and saw all the renovation going on and felt there was some real potential,'' Pishko said. ``It has plenty of space and we're right on Main Street.''
For Janet Sylvester, a poet and teacher at Old Dominion University, the store's arrival is much appreciated.
``I think it's a fantastic move. Now we'll have a place that goes beyond just selling books. It will be a forum for an exchange of ideas.''
The approximately 3,000 square-foot site is comfortable and spacious. The ceilings are high and there's ample standing room between the wooden shelves to casually scan titles.
The coffeehouse is in the eastern section of the store. The tables and a short bar provide a seating capacity of 24.
While it's called a coffeehouse, a selection of java is just part of the menu. Also available are salads, specialty sandwiches, pastries, juices and soft drinks. Prices range from $1.10 for a cup of house coffee to $4.95 for a Mediterranean salad. Smoking is prohibited and no alcohol is served. Hours are 8 a.m. until 8 p.m. seven days a week.
When asked if she will allow customers to take books to the table, Pishko said, ``We'll just play it by ear.''
Though the accent of coffee and food will provide a unique flavor, cafe life will take a back seat to the book business.
``The main thing is to complement the bookstore,'' noted Bill Prince, coffeehouse manager and Pishko's brother. ``We don't want the tail wagging the dog.''
The site marks the third book retailer Pishko has had since opening her first store in 1981. All locations have been on or near Main Street. In 13 years, the Prince name has accrued a loyal following. Among the clientele are students, professors and professional types. An independent bookseller, the operation is known for its personalized service and depth of inventory. Some customers refer to it as the ``well-educated person's bookstore,'' in that it offers publications that may not be found at chain stores.
``I couldn't survive in this area without the place,'' said Susan Hulbert, a Virginia Beach lawyer who works in Norfolk. ``You'll find other titles in addition to the types that are on the New York Times Best-Seller List.''
``It's one of the cultural oases in downtown Norfolk,'' said George Tucker, a columnist for The Virginian-Pilot and The Ledger-Star.
For some patrons, however, the spot is perhaps too much of a temptation.
``I go in there probably more than I should. I'm a book-buying junkie,'' said Jim Crutchfield, a Norfolk lawyer whose office is upstairs. ``Now my favorite bookstore has my favorite drink: espresso.''
Pishko and Prince are encouraged by the response.
``Business has been very good so far, but our goal is to make the volume spaced more evenly throughout the day,'' said Pishko. ``When we get our street signs out, I think that will help.''
``I can't complain. We have more customers each day,'' Prince said. ILLUSTRATION: Photo by SCOTT McCASKEY
Sarah Pishko says business has been very good at the new location.
by CNB