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In its 70 years, countless books have passed through the doors of Peninsula institution Kepler’s Books and so has roughly the same number of political leaders, scientists, artists and cultural luminaries — and for some of these now big names, the store was instrumental in their start.
Founder Roy Kepler, an anti-war activist, opened a small bookstore bearing his name at 939 El Camino Real on May 14, 1955. The store helped support the pacifist movement, and proved pioneering in other ways, as it was one of the first to sell paperbacks, making books more affordable, especially to the students drawn to the store.
The trailblazing store has been the subject of a documentary — 2008’s “Paperback Dreams” — and a book about its history and impact on culture, “Radical Chapters: Pacifist Bookseller Roy Kepler and the Paperback Revolution,” by former Palo Alto Weekly reporter Michael Doyle.
Now this once small store is celebrating its 70th anniversary and a multifaceted, still-evolving legacy.
“It feels like a miracle in today’s day and age, to be celebrating such a key milestone anniversary of this endangered species called independent bookstores,” said Kepler’s Community Engagement Officer and board member Praveen Madan.
The store relocated to 825 El Camino in 1959, where customers could also enjoy a cup of espresso and drink in the countercultural coffeehouse atmosphere. Public domain photo. 
Many figures in the growing counterculture movement were drawn to Kepler’s over the course of the 1960s, including novelist Ken Kesey, musician Joan Baez and future Grateful Dead frontman Jerry Garcia. Public domain photo. 
From 1981 to 1989, the store was located in the Victoria Lane shopping center. Courtesy Kepler’s Books.
By the time Roy Kepler moved the store to 825 El Camino Real in 1959, it was growing into a cultural hub. Kepler’s attracted young musicians like future Grateful Dead frontman Jerry Garcia and frequent band collaborator Robert Hunter, counterculture novelist Ken Kesey and musician and activist Joan Baez.
The store relocated twice more, always staying in Menlo Park. In 1981, Kepler’s moved to Victoria Lane shopping center on El Camino, and in 1989, set up shop in its current location at 1010 El Camino.
In 1980, Roy Kepler’s son, Clark Kepler, took over management of the store. Roy Kepler died in 1994.
Kepler’s marked its 50th anniversary in spring of 2005, but in late August of that year, the store abruptly shuttered. The store’s longstanding cultural clout made the closure national news, with the New York Times reporting on it.
The community rallied and raised funds, and Kepler’s reopened in October 2005, with a group investors joining as a new board of directors.
Clark Kepler, son of founder Roy Kepler, inside Kepler’s Books in Menlo Park on, April 19, 2005, ahead of the store’s 50th anniversary in May 2005. Clark Kepler took over management of the store in 1980. Photo by Norbert von der Groeben. 
Clark Kepler, owner of Kepler’s Bookstore, speaks in front of a rally held on Sept. 6, 2005. The event was organized in support to save the bookstore from closure .Photo by Kainaz Amaria. 
Crowds gather in line to purchase books at the re-opening of Kepler’s Bookstore in October 2005. Courtesy Kainaz Amaria. 
Team scribe Jean Forstner leads one of several groups brainstorming bookstore Kepler’s future as part of a three-day workshop to envision the store’s growth, in July 2012.Photo by Daniella Sanchez. 
Kirk Hill paints a stand at Kepler’s Books in September 2012, as the store was undergoing a six-week remodel. Photo by Michelle Le.
Madan stepped into a leadership role around 2012, following the retirement of Clark Kepler, when the store also transitioned to a hybrid business model, split between a for-profit bookstore and a nonprofit foundation that hosts author events, literary seminars, book clubs and more. Also in 2012, the store was remodeled.
He noted that in recent years, Kepler’s has survived some particularly steep hurdles: The ongoing loss of business to online retail and the much-anticipated death of print media, which did not materialize exactly as expected.
“Books have survived — that alone is a miracle, because very few people could have seen that 10 years ago. And then I think the other part of the miracle is that Kepler’s just continues to become even more of this vibrant space for our community and our ideas and books and bringing people together,” Madan said.
The hybrid model was one of the first of its kind, he said, noting that the concept has found a strong footing in the bookselling community.
Praveen Madan and Clark Kepler give a speech to the crowd during Kepler’s 60th anniversary party on Sept. 19, 2015. Photo by Michelle Le. 
A crowd listens to Clark Kepler speak during Kepler’s 60th anniversary party on Sept. 19, 2015. Photo by Michelle Le 
Elizabeth Foma grabs a book she ordered from a table outside Kepler’s Books in Menlo Park on June 2, 2020. Following social distancing rules, the store set up an area in its front plaza for customers to pick up their orders. Photo by Magali Gauthier.
“There’s about 40 bookstores now nationally that are replicating that and copying that in different ways. So the fact that we started something here that’s touching and benefiting other bookstores from other communities, is also something we feel really grateful for,” he said.
True to the store’s roots as a gathering place, Kepler’s has also found a way to build a community around its unique hybrid model. This largely online group, Reimagining Bookstores, brings together bookstore owners, authors and publishers to focus on keeping community bookstores sustainable.
While the hybrid model has worked well, Madan said that a long-term goal for the future of Kepler’s will be someday transitioning to 100% nonprofit, to enable paying higher wages to employees.
“Our biggest assets, our biggest source of competitive differentiation, are actually our people,” Madan said, noting that whenever Kepler’s puts a survey to the public, the answers — whether it’s good curation, author events or getting advice or a recommendation — all come down to the work of Kepler’s staff.
“I think the need to make the Kepler’s the place where relationships are valued and powerful experiences can be had — (to do that) we just work on all the things that are already working for us, listening to our stakeholders, and just the holy grail (being) the search for sustainability,” Madan said of the vision for Kepler’s future.
Kepler’s Books will celebrate its 70th anniversary with a block party on Sept. 20, with local food vendors, music from Peninsula rockers Effie Zilch, a photo booth, children’s activities and of course, a big cake.
Baez will be on hand Oct. 29 for a benefit event that also marks Kepler’s anniversary.
The block party takes place Sept. 20, 2-5 p.m., at Kepler’s Books, 1010 El Camino Real, Menlo Park; free; keplers.org.
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