THE TAROT CRAWL by Errol McLendon, CTM, CTI

When I began teaching tarot last year, I found that students had a great desire to find a "home" store to purchase supplies and books. In the Chicago area, there are numerous metaphysical bookstores in relatively close proximity; and to the untrained eye, they appear to be variations on the same basic store. Any Tarot card reader in or near a metropolitan area will attest to the fact that each store has a unique personality and it is important to find "your" store.

In an effort to give students a taste of each individual store, I end my 15 week course with an event I call "The Tarot Crawl". The name is an affectionate steal from another one of my loves - cigars. Cigar Crawls have been around for years with cigar enthusiast flying from city to city to attend the annual events. The Tarot Crawl is identical in nature, just smaller in scope.

The Tarot Crawl takes place over four to six hours on a Saturday or Sunday. During that time the students and invited guests visit several stores where they can shop for special prearranged discounts, have readings done and enjoy refreshments. If dealing with a larger group, door prizes can be arranged at each store.

Approximately six weeks before the actual Crawl date I arrange the ground work. I begin by selecting a wide variety of stores. Even though it would be nice to pick locations near students' homes, I find that my students are usually from opposite sides of town, making this plan impractical. I opt instead to choose stores which are more centrally located, making exceptions only for stores which offer something unique and worth the additional effort in getting to them.

The next step is to sketch together a dream schedule with about 10 stores listed in the order I would like to visit them. Even though you will only have time for four or five stores, I always prepare to lose a few stores in the next step due to transportation problems, special event conflicts or simple disinterest from the selected stores.

With my top 10 picks in hand, I pay a visit to the stores to request permission to bring the group in. I do this on the same day of the week that I plan to do the Crawl and I do this step using the same transportation type I plan to use on the Crawl. (The transportation factor would not be possible if you were chartering a bus, but my Crawls haven't grown to this level yet). By doing this I immediately am alerted to problems with parking or transportation and I also get a feeling for the crowd level on the day I plan to visit a store. The crowd level alone may eliminate a store immediately.

At each store I talk to the manager and explain what I want to do. I have a one-page fill-in agreement sheet of what the store is willing to offer (type of discount, tarot readings and/or door prizes, if applicable) and what the store is to expect from the visit (number of people, way to identify participants and time - within 30 minutes, date and length of visit). With the manager, we decide on how much time is needed in the store and the agreement sheet is signed by myself and the manager. Once you have enough stores to cover four to six hours (be sure to factor in your travel time), you are finished with the planning stage of the event.

One week before the event, I visit the store again at the same time I will be coming in the following week (good chance to meet the employees you will be dealing with) and give them a copy of the agreement form along with an example of the name tag or wrist band (less obtrusive) being used for the group. Also be sure to call the day before the Crawl to reconfirm all the information on the agreement sheet.

There are a few things to think about in planning your Crawl. If you are starting the Crawl first thing in the morning, make the first stop at a store which has or is convenient to a coffee shop. Even if the Crawl takes place later in the day, I try and arrange one refreshment stop. If you are ending the Crawl at the end of the day, a dinner before breaking up is also a nice option.

Regardless of your groups urgings to go to more that five store, stick to five stops or less. People tend to overestimate their energy level while the planning stage is going on. Four or five good stops will be more than enough. Providing the group with the names and addresses of other stores to explore on their own time is a nice way to curb their enthusiasm. Or better yet, arrange a second Crawl in a couple of months.

A fun alternative where door prizes would not be practical due to small group size, is promotional give away items. Many stores may have bookmarks, keychains or other small items that they would be willing to provide for the group.

If you would like to have readings done for members of the group, prearrange who is getting a reading at which store; and never do all of the readings at one store. Also keep the reading to around fifteen minutes so the rest of the group is not stuck waiting. Usually a forty-five minute stop is enough to spend in each store, an hour if you are doing a refreshment stop.

Last, but not least - be flexible. Good prep work will avoid 90% of the surprises; however, there is no way to anticipate everything. The second store I visited on my first Crawl had forgotten that they were having a book signing the morning we showed up. Getting in and out of the store in under an hour and a half was impossible. A few quick calls and we were in our way to the third store with a new plan to visit the book signing store at the end of the Crawl when an hour and a half stay was more feasible. A cell phone is invaluable for this project. I suggest keeping the host store advised if the time of your visit varies more than the thirty minute buffer noted in the agreement sheet. The store management has often agreed to the time of the visit based on their knowledge of their crowd flow.

I have always done my Crawls in connection with the completion of a class; however, a Crawl can be an event unto itself. This is a great way to make some very good friends with store owners around your community. Should you have any questions or learning experiences from your own Crawls, please email me at Errol@TarotGuy.com. Why walk when you can Crawl.