A roar of children’s laughter fills the air outside of Mr. Otto’s Bookstore, one of the last independent children’s bookstores in San Joaquin County. A jingling bell above the shop door signals customers exploring the bookstore along the Miracle Mile Improvement District in Stockton. Small stuffed characters nestle next to books as parents pick up vividly illustrated books for their children. On Saturday, April 26th, the small business celebrated Independent Bookstore Day with a local lineup of author appearances, book readings, and giveaways.

Children lined up for a book signing and photo with local child author Westin Schwartz. Westin, who is 8 years old, wrote his first book, “The Tiny Little Ant,” as a homeschool project when he was 6. Several parents waited for local author Matthew Abraham to make an appearance to hear about his latest book, “Old Debts.” Abraham’s mile-a-minute pitch of his noir thriller based in Stockton was a delight for fans.

Alex Long, the new owner of the bookstore, expressed her thanks to the community and local authors for visiting her business. She is beginning a new chapter in the small business devoted to young readers. However, years before Long discovered the bookstore, Tim Otto managed this shop, delivering smiles to children for over a decade.

A new chapter

Mr. Otto’s Bookstore and Doors Book Recyclery originally shared the same space on Miracle Mile. Another independent book store, Miracle Mile Bookstore, occupied a larger space a block from their location. Phong To owned both stores before passing on the smaller space to Otto around 10 years ago.

“I was obsessed with books — I frequently went to purchase books and speak with Phong at the shop,” Otto says. A retired school teacher, Otto assisted To at his shops in 2013. “I became a school teacher at the age of 38 and taught for 22 years. I taught freshman math at Stagg High School,” Otto says. “I spent so much money at the shop, Phong suggested I take over the other shop and focus on selling children’s books.”

In 2015, To passed the business on to Otto, and he revised the space by dropping Doors Book Recyclery to focus on a children’s bookstore. Otto started a storytime for kids in which he and occasional guests would read some of the many stories from the bookshelves aloud. He also established a reading area where children could sit and listen to one of the many stories from the bookshelves.

When asked about how he met Alex Long, Otto recalled she was a frequent customer. She volunteered her time to start a homeschool book club. “Alex came along and wanted to run it. She brought new energy,” Otto says. “I was slowing down. I could not lift boxes of books anymore.” Closing the chapter on his business was a difficult decision, but “her vision of its future makes me happy,” Otto says.

Sharing stories

Alex Long, a local Stocktonian, can hardly contain her excitement as she heads to the front of the bookstore to help a young boy and his grandmother pick out books. Across the table, the young boy reaches for a fresh lemon out of a bowl near the bookstore entrance where other kids peer through large windows. “The kids always ask their parents to come in,” Long says. “You can see them looking. Kids are so excited to come inside and look through books.”

This year brings a new chapter in her life being a first time owner of a brick-and-mortar. The ownership change is refreshing and daunting at the same time, but Long remains optimistic considering her unique skill set as an entrepreneur. She gained customer hospitality experience working in Discovery Bay as a bartender delivering high quality service at country clubs. Her high energy and positive mindset were crucial in her entrepreneurial journey.

Before owning the bookstore, she started a local handyman business with her husband Hunter in 2014, following in the footsteps of her mother, who had a similar business. “Our clientele grew quickly and we established a foothold in the area for five years. We assisted with several downtown buildings including Cast Iron Trading Company,” Long says. But it was hard to find a balance after the couple had a child, and they decided to close the business. Hunter focused on commercial construction with major companies while Long stayed home with their son.

“I read every night to him, and when I was pregnant with my daughter, I read aloud,” Long says. “I was always a reader, always learning.” In 2019, her husband discovered Mr. Otto’s Bookstore on Miracle Mile. The family frequently visited to find new books and donate used books to Otto.

Meanwhile, Long was working to start a nonprofit focused on homeschool development for children in San Joaquin County. She co-founded Central Valley Freedom Homeschool Collective, Valley Freedom Cooperative with three other mothers in 2022, but it closed within a year. “We found more stumbling blocks and I decided to step down,” Long says. She later started another nonprofit called Creative Minds Homeschool Connection that is still legally active. Still focused on homeschooling, she pitched the idea of starting a book club for homeschooled students at Mr. Otto’s Bookstore.

That led her to spend more time with the bookstore, where she noticed Otto tiring out before closing hours. She began stocking, cleaning and managing the shop’s social media last year. Otto eventually realized that it was time to pass on his beloved bookstore.

“I officially took over the shop in January. I rearranged and cleaned the shop every day to make it look presentable,” Long says. “There’s so much potential here.” Long plans to continue beautifying the bookstore and networking with potential collaborators. “There is a need for the home school community. It is growing, and our store can be a resource. There’s nothing like this left in the valley.”

“I spent way too much and sold way too little,” he says of his 2024 launch, but he grit his teeth and charged onward to promote the book at book fairs and other events. “Failure is a necessary step toward success,” Abraham says. “Every ‘no’ you get is one step toward your next ‘yes.’”

One recent “yes” came from Long. “I reached out in February and pitched my book. Alex bought it, read it and immediately wanted a consignment agreement,” Abraham says. “She’s really open to collaborating with us for future events.”

The local support goes both ways. Long says she has had an overwhelmingly positive response from parents, teachers and local authors. “Parents ask all the time if we have books for older kids. There is a need, and we can be a resource to kids struggling in schools,” Long says. “This store will continue to keep literacy alive. My goal is to breathe new energy to the Miracle Mile and collaborate with others who have the same vision for children and literacy.”

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