Each semester students must make a litany of decisions. They choose between classes, class times and majors. They must also decide where to buy their books.
Although the University Bookstore is the most prominent and established option, the Student Bookstore on the Corner offers another alternative for students.
The Student Bookstore is a relatively recent addition to Charlottesville. It opened in August 1994, when it obtained a vacant space on the Corner left by Rexall Drugstore.
John Keln, who has owned the Student Bookstore for the last two years, said he has been in the book business since his collegiate days. He started his career as a student employee at the Virginia Tech University Bookstore.
Keln admits that owning an independent bookstore is different than working at a University-sponsored bookstore.
"We felt comfortable because we knew it would still be there tomorrow," Keln said of his days at the Virginia Tech store.
Owning his own store includes some risks, but Keln is backed by knowing similar stores have met with success elsewhere.
Aside from the Student Bookstore in Charlottesville, there are 12 other Student Bookstores in the nation. But Keln said the Student Bookstore is not exactly a franchise because each store manager has direct control over operations, such as pricing of goods.
"We don't follow a cookie-cutter approach," said Keln. "There is no corporation."
Much like the University Bookstore, the Student Bookstore sells used books, and if they are not available, it offers new books.
And like the University Bookstore, Keln said the Student Bookstore not only has the capability to sell used books, but also to buy them back.
The Student Bookstore also will buy back any book that has a marketable value. Keln said there is a certain risk in buying books back because the publisher could come out with a new edition or could be replaced the following school year.
Any book with a market value is listed on a national database. Keln said he uses this database of about four or five wholesalers to predict whether a specific book will be marketable the following year.
He added that the process is complicated and similar to a commodity because it is based upon supply and demand.
This process "provides other students with a way to have used books," Keln said. "We're here to serve the students."
Although the Student Bookstore competes with the University Bookstore, and more recently with online bookstores, it survives nonetheless.
"Our sales have increased significantly each year we've been here," Keln said. "This increase is a normal evolution of a store."
Keln said he thought the reasons for the increases in sales were awareness of the store and advertising.
"It takes at least four years to build awareness," Keln said.
Since the bookstore has only been on the Corner for six years, it is still building awareness among University students. As more students learn about it, Keln hopes the bookstore will do more business. The Student Bookstore advertises on the WNRN radio and at Virginia athletic events.
"We've been very gratified by the traffic we get," Keln said. "We know it takes effort, but people vote with their feet so we must be doing something right."
Keln said the Student Bookstore offers an alternative to the University Bookstore located on Grounds because it is nearby and offers a range of books.
Each year, the Student Bookstore's inventory increases, and in the future, Keln hopes it will have even more books to offer.
"We don't want to stock too many books, but we don't want to disappoint anyone," Keln said.
Because of its location and wide selection of texts, Keln said he sees the University Bookstore as a strong competitor.
Before each semester begins, the Student Bookstore obtains lists of books for each course at the University. Since the University is a state school, the information is public record.
Keeping records of the books each course requires is a logical way to stay organized for the students, Keln said.
Keln said one setback when competing with the University Bookstore is that the University will not allow the Student Bookstore to have access to students' Cavalier Advantage program, Keln said.
"The number one question we're asked [when students purchase books] is 'Do you take Cav Ad?' We hate saying no, because choices for students are then limited," Keln said.
He added that the University would be getting a percentage of his store's profits if it allowed the Student Bookstore to use Cavalier Advantage; right now, the University has no involvement with the Student Bookstore's transactions.
Some students feel shopping at the Student Bookstore is more advantageous than shopping at the University Bookstore.
"It's a little less intimidating. They're available to help because there aren't as many people," first-year student Kristin Tracz said. "It's worth the hassle to get there. I found all my books used."
Other students, however, said they feel the Student Bookstore is not worth the trip to the Corner.
"I don't usually shop there unless I have an occasion to be on the Corner. For those times I have been there, I haven't found the prices to be appreciably lower than the University Bookstore," said Zack Long, a second-year English graduate student.
But Keln has high hopes for the future of the Student Book Store.
"More and more students will be able to take advantage of us," he said. "We're always striving for improvement"
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