The Story of Blue Heron Books
Founded in November of 1989, Blue Heron Books will be celebrating its 35th anniversary this year, marking a significant milestone in its storied history. The bookstore was initially started by Barb Pratt and has seen several transformations since its inception all those years ago. The bookstore first opened its doors at 8 Church Street to great success and later moved to 8 Brock Street West. Barb Pratt still lives locally and is part of Lucy Maud Montgomery Society of Ontario (LMMSO).
In 2000, Marilyn Maher, the second owner, moved the store once more – this time to its current location at 62 Brock Street West. It was Marilyn that started the Blue Heron Book Club. After some time Marilyn left the store in the capable hands of Shelley Macbeth, the business bookkeeper, who then took a leap of faith when offered to purchase the bookstore. “It may not have been the best timing for me, but here we are!” Shelley reminisces. In the years since, Shelley has won the CBA Libris Award for Independent Bookseller of the Year for Canada – not only once, but twice! It was Shelley who grew the events side of the business. The store has undergone numerous changes over the years, yet it retains elements of its original charm, with refurbished furniture from the original building repurposed as components of their studio space, blending bits of the old and new.
Just beyond the bookshelves, Blue Heron Studio offers a vibrant space for a variety of events aimed at connecting readers with their favourite authors. Shelley describes the studio as a creative hub that hosts not only literary events but life drawing sessions, writing classes, kids’ programs, cooking events, music nights and even gardening workshops! The studio’s flexibility allows it to transform to suit any occasion, whether it’s a book fair for children or a catered dinner event.
Shelley is a champion of literary tourism and truly understands the importance of connecting businesses in our downtown. Recent events have included a Chinese New Year celebration which partnered other local businesses. Shelley says, “The power of multiple businesses working together provides greater reach to the audience – I can match a book to anything!” A book about The Tragically Hip’s frontman Gord Downie led to an event at The Second Wedge Brewing Co. and included a set of Hip music performed by a local band. “Partnerships along Brock Street are essential,” Shelley explains. “Sometimes it’s not about making money but about making connections.” The ‘Where’s Waldo’ event organized by Shelley annually connects 24 business total! Businesses around town know that when they see Shelley coming, it means something good is on its way.
For Blue Heron Books, programs such as The Book Drunkard Festival and Stories in the Studio consistently sell out, drawing large audiences for on-stage interviews with notable authors – a further boost to tourism. The Book Drunkard festival plays host to a huge number of literary figures, both local and international, with the various Blue Heron book events drawing up to 5000 people per year. Upcoming highlights include ‘A Backstage Pass’ with Marissa Stapley, the only Canadian author selected for Reese Witherspoon’s Book Club, held at the Second Wedge Brewery, and international literary star Matt Haig from the UK, whose Midnight Library has sold more than 9 million copies! ‘In Conversation with Matt Haig’ will be held at the Uxbridge Music Hall. “The caliber of writers we bring in pulls audiences from Toronto and beyond,” Shelley notes, underscoring the impact of high-profile guests on local tourism. Shelley credits authors like Rick Mercer and John Irving for elevating the bookstore’s profile and attracting these larger crowds.
Celebrating Literary Heritage
A significant draw for Uxbridge is its connection to L.M. Montgomery, the famous author of “Anne of Green Gables.” The town is celebrating the 150th anniversary of Montgomery’s birth with year-long festivities such as the recent A Nod to Maud Street Party, and a special birthday skating party planned for November 30th, Maud’s actual birthday. These festivities connect Uxbridge’s rich cultural and literary heritage, and are attracting visitors from far and wide.
Through Shelley’s position on the Tourism Advisory Board, she feels that the town’s two biggest assets are the extensive trail system and the literary heritage linked to L.M. Montgomery. “Maud is an international star and a local treasure and I would love to see more attention paid. Of the 22 novels written by L.M. Montgomery, 11 of them were written here right here in Leaskdale – that’s significant.” She adds. “She belongs to Canada and boasts two designated historical sites – one of them in our backyard.” With respect to the Trail Capital designation, Shelley says, “big strides have been made in terms of branding and we’re starting to see the results of that.”
Tourism Trends in Uxbridge
Over the past decade, Uxbridge has become more attuned to what sets the town apart from others in the region, dedicating resources to enhance the downtown area and applying for grants to support various tourism initiatives. The main goal is to visit downtown and encourage downtown traffic. The upcoming Townsquare project will be a critical piece of this puzzle and Shelley believes it has the potential to be hugely transformative!
She also recommends exploring the Leaskdale Loop, which sheds light on a collection of events in the township’s hamlets with hidden gems like local pottery businesses and lavender farms. “Affiliations are the way to go,” Shelley advises, highlighting the importance of supporting one another within the community.
Shelley also mentions the cultural, culinary, and poetry trails as well, that enhance Uxbridge’s moniker as the Trail Capital. Uxbridge’s focus on eco, agricultural, and culinary tourism is bringing in new visitors, while sport tourism at places like Dagmar and Trail Hub, along with other venues continues to expand. “Anything that brings people in and makes them stay or come back is a win for the town,” Shelley emphasizes.
Katlyn Jones, the Museum Curator & Tourism Coordinator for the Township also shares her thoughts on tourism and our trail network, including the Uxbridge Urban Provincial Park. Katlyn says the newly established park is a great addition to the town’s resources. Providing enjoyment for both outdoor enthusiasts and those who prefer a more relaxed experience. Katlyn adds, “Our art and culture scene is vibrant with festivals such as Springtide Music Festival, the Studio Tour and the Book Drunkard Festival.” Other festivals like, A Nod to Maud, the Fall Fair, Autofest and the Festival of Lights draw people in and create a lively community atmosphere. “Uxbridge is a town that offers something for everyone.” Says Katlyn.
“Tourism can be a hard sell – with a soft benefit.” Shelley says. Looking ahead, she envisions a bright future for Uxbridge’s tourism. The BIA is focused on attracting businesses that complement the town’s existing assets, and new destinations like Little Thief Bakery Co. for example are gaining great attention. Shelley predicts that trends in eco and culinary tourism will continue to shape Uxbridge’s tourism landscape, drawing in travelers looking for unique and meaningful experiences.
Getting Involved
Shelley has the shared belief that tourism is vital for the town. She advises new businesses to start with a business plan that looks at the important needs of the area and what niche they can fill. “Get involved, explore your town, and see what it has to offer,” she urges. “The potential here is immense, and together we can make Uxbridge a destination worth visiting!”
For those interested in joining the tourism efforts of the town, Shelley suggests applying for open slots on the Tourism Committee as they become available and contributing to the town’s passionate community by lending your voice and being part of something really neat!
Shelley encourages locals to explore their own town and discover what it has to offer. As Shelley aptly recalls, “every strong town has a bookstore – a bookstore is a tourist attraction on its own.” Take some time to explore your local bookstore and make sure you check out the tourist section – you never know what hidden gems await!
