Events Policy

Events Policy

DIESEL, A Bookstore has had a vital Events Program since our inception, in 1989.  We like our events to be healthy and well-attended with at least 50 people in the audience.  For local authors, we throw a great publication party!  Our courtyard in Brentwood is a great space to entertain, as is our spacious, high-ceilinged store in Carmel Valley.   

We are unable to do events with all those who request them.  Please include information about you, your book, and your publisher, including ISBN and publication date and, of course, your contact information.

Hosting An Event

Thank you for considering Diesel, A Bookstore to host your event. Because events require considerable labor, and because we want to ensure a successful event both for authors and for Diesel, a formal proposal is required. We receive far more event requests than we're able to host, so a proposal helps us determine if we're a good fit.

To be considered for an event, your book must be available from your publisher.  All books must be fully returnable, with a regular (REG) 46%+ discount. There is an industry-standard cooperative advertising fee (co-op), which supports staffing, venue costs, and inclusion in some of our marketing materials.  This is $250 per event.

At this time, our events are hosted at 6:30 pm on Tuesday, Wednesday and Thursday evenings and some Sundays. The audience for local, non-traditionally published authors will largely be made up of the author's friends and family. To host an event we need to know that an audience of 50+ people from your own outreach will attend.  Children's author events are at 10:30 on Sunday mornings.

Your event proposal must include:

  1. A physical copy of your book. 

  2. The Title, ISBN of the book and a one-page book summary. 

  3. Short bio about you that relates to your book.

  4. Why is Diesel, A Bookstore the ideal location for your event? Do you prefer one location over the other? (We have a store in Los Angeles/Brentwood and one in San Diego/Carmel Valley.)

  5. Have you attended author events at Diesel in the past? If so, please share which ones.

    1. If you are from out of town, please name two author events you attended at an independent bookstore.

  6. What is the planned publicity and outreach for your event, apart from Diesel, A Bookstore's marketing? 

    1. Please share with us what media you have already reached out to/secured.

    2. Include the number of email subscribers and social media followers (Facebook, Instagram, YouTube, Twitter) that you have.

      3.  How many of your friends and family do you know will attend your event?  

  7. If we feel it’s a good fit and your event is confirmed, we’ll need a high resolution headshot and image of the book cover.

$250 Cooperative Fee (check with your publisher; most will cover co-op fees) includes:

  • Consignment fee to have your book entered into our POS system and put on our shelves before and after your event.

  • Use of one of our event spaces.

  • Setup and breakdown of chairs, tables, etc. 

  • One of our experienced event hosts on hand to provide an introduction and monitor your event

  • Placement in our in-store event book display

  • Inclusion in our media calendar, which reaches contacts in local radio, print, and television

  • Inclusion in our email newsletter (12,000 subscribers), and on our website

  • Book sales reported to The New York TimesLA Times & San Diego Union TribuneNielson BookScan, and


We will review your proposal and contact you within 30 days. Please note that we reserve the right to edit event and author descriptions for our print, advertising, email, website, and calendar materials.

Drop off or send materials to: 

Diesel, A Bookstore,
Event Proposal
12843 El Camino Real Suite 104

San Diego, CA 92130

Or ship the book to the above address and email the materials to , Subject line: "Event Proposal."  In your email, please let us know when the book was shipped.  All inquiries regarding events should be directed to Mary Pluto at