The Bodhi Tree Bookstore, originally Bodhi Tree Book and Tea Shop, was an independent bookstore specializing in world religions, wisdom traditions, metaphysics, psychology, philosophy, and health. It opened in 1970 in Los Angeles, California (now West Hollywood, California). According to Buddhist tradition, the Bodhi Tree was the tree under which Siddhārtha Gautama sat in meditation until he attained enlightenment and became a Buddha.Geoffrey Parrinder, A Dictionary of Non-Christian Religions (Philadelphia: Westminster Press, 1971). . The motto of the bookstore was: "Books to Illuminate the Heart and Mind".
The bookstore became widely known through the 1983 book Out On A Limb by Shirley MacLaine and the subsequent eponymous 1987 television series.The Bodhi Tree Bookstore is specifically referenced at least 4 times in MacLaine's book: p. 45-46, 102, and 134. In her book, MacLaine declares that her "decision to visit an unusual bookstore [the Bodhi Tree Bookstore] was one of the most important decisions of my life".Shirley MacLaine, Out on a Limb (New York: Bantam Books, 1983): p. 46. The Bodhi Tree Bookstore was on Melrose Avenue in West Hollywood, near the Pacific Design Center. The bookstore closed its physical location on December 31, 2011 and continued under new ownership as an online bookstore thereafter.Aricia Lee, “Sharing Wisdom in a Global Age: What the Bodhi Tree Is Becoming,” Whole Life Times, December 2016/January 2017, p. 8-9.
In May 1994, the bookstore and the co–owners received numerous commendations: the bookstore was named Business of the Year in 1994 by the West Hollywood Chamber of Commerce;“Bodhi Tree Named Business of the Year,” Los Angeles Independent Newspapers, May 18, 1994. the co–owners – Stan Madson and Phil Thompson – were both honored with Certificates of Recognition from the California State Senate – signed by California State Senator Tom Hayden – in recognition of their "extraordinary contribution of knowledge in art and spirituality and excellence in service to the city of West Hollywood and its citizens"; and the co–owners were named the 1994 Business Persons of the Year by the City of West Hollywood.Jeff Lipham, “Bodhi Tree Takes the Prize,” West Hollywood Weekly, May 17, 1994: p. 1, 6. The bookstore served as a community center for information about events, teachers, practitioners, and places for the spiritual community at large. It had the reputation of being "the spiritual heart" of Los Angeles, "the spiritual superstore, the grand central station for New Agers,"Rayl, A. J. S. "Magical Mystery Tour". Harper's Bazaar, April 1988 (Issue 3316), 158. and "L.A.'s premier New Age shop".Gregory, Deborah. "The Skeptic and the Psychics". Essence, October 1996 (vol. 27, no. 6), p. 142.
Founding and early years (1970s)
The Bodhi Tree Bookstore was founded on July 10, 1970 by Dan and Marj Morris, Stan and Fran Madson, and Phil and Elsa Thompson.A. B. Ramsky, "Taking Care of the Small World", The Hollywood Newspaper, July 26, 1972, sec. Places, p. 6.McKenna, Kristine. "Sentient Reading". Los Angeles Times (October 30, 1994), p. 14. The original name of the bookstore was the Bodhi Tree Book and Tea Shop. When the bookstore incorporated in 1972, the name changed to the Bodhi Tree Bookstore.
In the 1970s in America, spiritual books were not readily available in most bookstores. The Bodhi Tree Bookstore gathered them together and made them accessible. The Bodhi Tree bookstore was located at 8585 Melrose Avenue, West Hollywood, CA. It was a stucco, flat–roofed building, originally a two–bedroom residence that had been converted into commercial property. The neighborhood was residential but Melrose Avenue itself was low key commercial, consisting of a number of one– or two–story buildings containing a variety of businesses, primarily antique shops.
Starting in 1971, the Bodhi Tree Bookstore featured a number of bookstore Tuesday and Sunday public events where authors, educators, spiritual leaders, or musicians would make presentations. On one evening, Nan Fuchs, the famous Herb Lady, spoke on Herbs and the Body. On another evening, D. W. Harding, author of On Having No Head, gave an informal lecture on the possibilities of losing one's own head (or ego). Another well-attended event was by Herb Soloman, who gave an introduction and demonstration of the Arica Work. Vimala Thakar gave a talk called Towards Total Transformation. Chӧgyam Trungpa made two public talks, The Battle of the Ego and The Open Way, at the Embassy Auditorium in downtown Los Angeles and presented a talk at the Bodhi Tree Bookstore. Maezumi Roshi, head of the Los Angeles Zen Center, presented Zen Buddhism in America: What is Zen in America Today and How Is It Practiced. The Yasutani Roshi (1885–1973) gave a dharma talk.
One of the founding members, Dan and Marj Morris decided to leave the bookstore for personal reasons. Stan and Fran Madson and Phil and Elsa Thompson formed the corporation "Bodhi Tree Bookstore, Inc." on November 30, 1972.California Secretary of State, Business Search. Entry for "C0658914 BODHI TREE BOOKSTORE, INC."
One of the earliest pieces of news coverage was an article called "Spellbinders for the Ancient Mystic Arts" by John Fleischman. The article reported on the rise of interest in the 'occult', 'esoterica', or 'mysticism' in the Los Angeles area, stating, "The Bodhi Tree Book and Tea Shop... is the city's key occult specialty bookstore."John Fleischman, “Spellbinders for the Ancient Mystic Arts,” Los Angeles Times, November 1, 1972, sec. Part IV, p. 6. The February 1975 issue of Los Angeles Magazine featured an article by Devra Hill Zucker about "Romantic Places" in Los Angeles in which she included The Bodhi Tree Bookstore: "Three aerospace engineers converted this Spanish–style Melrose Avenue home into a bookstore with a strong Eastern bent. The Bodhi Tree embraces all directions of spiritual awakening and is also a place to read among plants and sip a complimentary herb tea."Devra Hill Zucker and Jessica Maxwell, “The 25 Most Romantic Places in Town,” Los Angeles Magazine, February 1975, p. 44. In 1976, a profile appeared in The Movement, published by Movement of Spiritual Inner Awareness. The author described the article as being, "about the people who created this sanctuary or book oasis in the middle of Los Angeles. Today, the Bodhi Tree can be considered one of, if not the main source of literature on consciousness, a term which extends from occult sciences and mysticism (East and West) to psychology, self-healing, tai chi, and more."Vicki Marriot, “What Is the Bodhi Tree? Using the New Age Consciousness in Business,” The Movement, 1976, p. 14.
Bodhi Tree Used Bookstore (1975)
In 1975, Areta Ferrell closed her clothing store next to the Bodhi Tree Bookstore, which then assumed the lease. On September 18, 1975, the bookstore opened its used books section.
The store developed into a prominent landmark within the spiritual community. It comprised four buildings: a New Books building on Melrose Avenue, a Used Books building on Westbourne Drive, and two storage buildings. In 1979, the property was purchased.
That same year, the Bodhi Tree Bookstore was listed in Brady & Lawless's Favorite Bookstores.Frank Brady and Joann Lawless, Brady & Lawless’s Favorite Bookstores (Kansas City, Missouri: Sheed Andrews McMeel, 1978).
Expansion and increased notoriety (1980s and 1990s) The Bodhi Tree Bookstore was an information center for the spiritual community. In 1980, the booklet Bodhi Tree Directory: a Guide to Community Resources was published and updated yearly. The Bodhi Tree Directory grew to have over 51 subject areas and had a print run of 2,000 copies per issue.
In 1981, the Los Angeles Times published an article by John Dart, in which he wrote, "As a bookstore, the Bodhi Tree can be a sensuous experience, offering the taste of free herb tea, the sound of soft 'un-elevator' music, the chance to sit while book browsing, and the scent of incense. As a well–stocked 'New Age' way station, it provides a psychic rest stop between gurus or a simple refueling for the eclectic wisdom seeker. In this unofficial way-station role, the bookstore is also a sensory device (to blend metaphors) for picking up the direction of mystical–metaphysical traffic and the spiritual–speculative signal away from mainline religion."John Dart, "Bookstore Offers a Way Station for Minds: Eclectic Readers Can Find Signposts Pointing East and West", Los Angeles Times, May 9, 1981, sec. Part I.
A major remodel started in 1982, designed by architect Barry Gittelson. The project added significant floor space and a second story addition and improved the Used Book building. The two storage buildings were removed, opening up the rear area for parking. The remodeled result was a distinctive modernist rounded–edge rectangle with a big, round window facing Melrose Avenue near the entrance door, along with a pyramid skylight in the West wing.
In a small area to the rear of the bookstore, grew a Ficus religiosa (Bodhi Tree), given to the bookstore in the early 1970s by a neighbor who had raised it from a seed. By 2008, it stood at nearly three stories high.
Shirley MacLaine's book Out On A Limb discussed her experiences at the bookstore. A subsequent mini-series was filmed partially at the bookstore. Subsequently, the bookstore gained a local, national, and international identity and the number of customers increased dramatically. Many customers desired to explore the same subjects that inspired Shirley MacLaine.Rideout, Ernie. "Blow Off the Record Biz: How to Sell More CDs than You Ever Thought Possible, in Places You Never Even Heard of". Keyboard, March 1998 (vol. 24, no. 3), p. 37.
Bodhi Tree Book Review magazine (1991–2002) The bookstore published a book review magazine with the first issue appearing in late 1991. Bodhi Tree Bookstore staffers Dana LaFontaine and Mark Kenaston were the creators and first editors along with editorial assistant Mariam Angel. The magazine contained feature articles by noteworthy authors, best seller lists, and short reviews of recently published books, CDs, and video cassettes. The magazine started as a quarterly but eventually was published two times a year (semi-annually), in the spring and fall. At its peak, 40,000 copies of each issue were printed. About 50% were mailed out to customers and the other 50% given away to customers at the store. The first issues of the magazine featured interviews initiated by the editors, Mark Kenaston and Dana LaFontaine. A complete archive of the magazine is freely available online.
Issue 1 (Fall 1991) contained an interview with the guitar duo of Strunz & Farah that give texture and shape to the sound of their world music.LaFontaine, Dana and Mark Kenaston. "The Passion of Strunz & Farah: An Interview with the Guitar Virtuosos of 'World Music. Bodhi Tree Book Review, Winter 1991 (Issue 1): p. 1, 20-22. https://archive.org/download/bodhi-tree-book-review/Issue%201%201991%20winter.pdf Issue 2 (Spring 1992) included a feature article that was an interview with Marianne Williamson.LaFontaine, Dana and Mark Kenaston. "Only Love Is Real: Marianne Williamson on A Course in Miracles". Bodhi Tree Book Review, Spring 1992 (Issue 2): p. 4-7. https://archive.org/download/bodhi-tree-book-review/Issue%202%201992%20spring.pdf Issue 3 (Summer 1993) the feature article was an interview of Huston Smith by Mark Kenaston.Kenaston, Mark. "Huston Smith: An Interview with the Author of The World's Religions". Bodhi Tree Book Review, Summer 1992 (Issue 2): p. 4-8. https://archive.org/download/bodhi-tree-book-review/Issue%203%201992%20summer.pdf