The Avid Reader’s distinct local orientation and commitment to customers sets it firmly apart from larger chain bookstores.

Alzada Knickerbocker has owned the store since it opened in 1987. She emphasizes a family connection with not only her relatives, but her extended family: the Davis community.

“I’ve had a lot of support from the owners of independent businesses in the community as well as our regular customers,” Knickerbocker says. “I consider all of them my family.”

The staff working for The Avid Reader is a “family, the best kind of family, bonded together by a love for books,” Knickerbocker adds.

All of the staff members are Davis residents, which brings a special local touch to the store, according to Knickerbocker: “They know the community. That means they know what Davis people are interested in.”

Though large sellers like Amazon take up a lot of ground, Knickerbocker says “you don’t need to have everything. We have a local clientele and are very focused on them. We set books aside for customers because we know what they like.”

Knickerbocker recently expanded the store’s offerings by opening Avid Reader Active, a couple of doors down from the original store on Second Street. Avid Reader Active offers books that specialize in travel, gardening, crafts, games, puzzles and cooking, as well as activity books for children. The store also has a large selection of greeting cards.

“I’m never out of touch with our customers,” Knickerbocker says. “I’ve never lost enthusiasm for what I’m doing and it’s as fresh today as it was when I began.”

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Alzada Knickerbocker, longtime owner of The Avid Reader in downtown Davis — and now the new Avid Reader Active — relaxes in the bookstore with her dogs Sophie and Max. Fred Gladdis/Enterprise photo

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