Readers have been looking for a certain world-traveler with red-and-white striped shirt, glasses and a walking cane for more than 30 years, since English illustrator Martin Handford created the “Where’s Waldo?” (called “Where’s Wally” in the U.K.) series of puzzle books in 1987.
That search jumped off the page in the summer of 2012, when publisher Candlewick Press and the American Booksellers Association launched the Find Waldo promotional campaign. Independent bookstores all over the country participated in the scavenger hunt, challenging local shoppers to find cut-outs of the inconspicuous globetrotter hidden in their stores and in other businesses in their communities, for prizes and discounts.
“[Candlewick] had this idea that they could leverage Waldo to promote local economies, which they felt were very much a part of what made Waldo successful, that Waldo was most successful at local independent bookstores,” said David Hutchison, owner of The Book Tavern downtown, which has participated in Find Waldo since its first year. “They thought what better way to support local independence than to create something that raised the visibility of local independent shops all together in the mind of a community.”
The Book Tavern has followed suit, bringing Find Waldo to Augusta nearly every year since. Throughout the month of July, patrons can seek a six-inch-tall Waldo hiding out at 25 spots downtown — from Augusta & Co. to Art on Broad, Buona Café to Tire City Potters, Casella Eye Center to Humanitree House.
Scavengers can pick up a Find Waldo local passport at Book Tavern, which includes a map of downtown showing participating businesses, where they can find Waldo and collect a store stamp or signature, showing they’ve found him or other “lost items” part of the hunt.
Collecting 10 such stamps can earn shoppers a dollar off Waldo books at Book Tavern, and 20 can put them in a drawing for a deluxe set of the books, along with other prizes from the other stores, part of a grand prize drawing during the Waldo Grand Celebration on July 31.
The result is a boost for everyone involved: the readers who frequent the bookstore learn about other local businesses and shoppers who find Waldo elsewhere discover The Book Tavern.
“It’s kind of this really massive win-win,” Hutchison said. “We each get to share with our patrons, the presence of our friends and neighbors.”
Most of the stores that have joined in have participated before – dog groomer Urban K9, which opened earlier this year, is one of the few newbies. While the campaign translates to more traffic for everyone, the bottom line, Hutchison said, is that it’s just tons of fun.
“Every year, people are always asking me, ‘Hey, when are you going to do Waldo,’” he said, noting that it comes around every July. “Not everything that you do has people come begging for you to repeat it.”
Find Waldo will continue downtown through Monday, July 31, when The Book Tavern will host its Waldo grand celebration at its location, 978 Broad St., from 6 p.m. to 7 p.m.
Skyler Q. Andrews is a staff reporter for The Augusta Press. Reach him at skyler@theaugustapress.com.
