Detroit Jefferson Chalmers neighborhood is one step closer to getting an independent bookstore Thursday as the owners of the 27th Letter Book were handed a check for $ 100,000 after winning Detroit’s Comerica Hatch competition. 

The decision came after tens of thousands of votes were cast during the week-long campaign, and five Detroit businesses gave their pitch, “Shark Tank” style, to a panel of judges in the Beacon Room at one Woodward in downtown Detroit. 

This marks nine years for the grant competition, which in past years has been for a $ 50,000 prize. In addition, $ 100,000, 27th Letter Books will receive $ 200,000 worth of professional services and other support to open a brick and mortar store at no cost. 

The 27th letter book, which refers to ampersand, sometimes referred to as the 27th letter of the English alphabet, began this year as a pop-up shop. Owners Erin and drew Pineda, as air force veterans, want to offer a permanent space to sell books and other writings from under their voices and provide audio recording services. 

“There are only two full-time bookstores in Detroit that offer new books,” Erin Pineda said during their step into the room, adding that libraries in the area where they want to open have very limited hours. “In August 2019, neighbors in the Jefferson Chalmers community gathered at community development meetings and specifically expressed their desire for the bookstore to add value to a dynamic community.”

Drew Pineda, who is also a musician, pointed out how literature helped him get through chemotherapy after he was diagnosed with non-Hodgkin lymphoma. Pinedas have traveled the country visiting independent bookstores like the one they hope to open. 

“The 27th Letter of the Book will be a consistent place for people to come and exchange ideas,” he said.

They want the books on the shelves to be as diverse as the community around them, and plan to host children’s story time and other community events. 

They said $ 100,000 will be added to their personal investment to help them prepare their historic Jefferson Chalmers buildings, get custom bookshelves made and buy time-saving point-of-sale systems specific to their business. 

Typically, only four businesses make it to the final Hatch Detroit stage, receiving the most votes. The tally was so close this year, however, that hatch decided to allow for the final five. Nearly 30,000 votes were cast to narrow down these five finalists, who are all women except drew Pineda, compared to the top 10 who were announced at the end of September. The top 10 were chosen from about 450 submissions. 

The other four finalists included Brix Wine and Charcuterie bar and curated service; organic and vegan beauty tech company ILERA Pharmacy; popular vegan food pop-up Street beetroot; and Eastern market crepe pop-up French cow.

Everyone was hoping to get cash to help with their brick and mortar efforts, which are in various phases.

Brix, for example, had a wine bar and store in the West village, but closed a year later. Owner mikia Westbrooks said at the event that she gets the keys to her new space at seven miles and Livnois in about a month and will start building out. ILERA Drugmaker plans to open two pop-up stores within six months and go from there. 

Hatch Detroit founder Nick Gorga said the program aims to shed light on Detroit’s growing business. According to him, during the nine years of the program, 44 enterprises were opened in the city, including the winners and enterprises that entered the top 10. 

“This is a stunning Testament to the spirit of Detroit’s entrepreneur and the communities that envelope and embrace and support these businesses,” he said.  

Past winners of the Comerica Hatch Detroit competition, which began in 2011, include Hugh’s retail store, Spanish tapas bar La Feria in Midtown, Sister Pie bakery, Batch Brewing, Live Cycle Detroit, Meta Physica Massage, upcoming East African restaurant Baobab Fare and Tom’s soon-to-open tequila and mezcal bar. 

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