A new name for the Biblioteca in 2010

By Jesús Ibarra, Atencion Staff

Biblioteca Website logo For more than half a century the Biblioteca Pública, considered one of the best bilingual libraries in Latin America, has served the community of San Miguel de Allende. Aside from its holdings of more than 60,000 volumes in Spanish, English, German and French and its many lecture, film and theater events, the library grants scholarships to young students and offers cultural activities.

The Biblioteca is a non-profit organization that relies on the public’s generous donations and revenue from the businesses it has established over the years: the weekly newspaper Atención San Miguel, the House and Garden Tour, the Café Santa Ana, the Teatro Santa Ana, La Tiendita, and the Bodega de Sorpresas.

Currently the Biblioteca is a job source for 45 people who work in its different areas and offers free workshops for children in literature, English, painting, music, theater and science. Since 1982, the Biblioteca has run a rural libraries program that has supplied more than 350 rural schools with bookshelves and books.

As of January 1, 2010, the library will operate under a new name and will no longer be known as La Biblioteca Pública de San Miguel de Allende A.C. The new operating name is very much in the spirit of the old one: La Biblioteca de San Miguel de Allende,” which does not incorporate the word “Pública.”

In addition to the name a new slogan, “A Discovery in Education and Culture,” was created for the library. A series of focus groups were held and professionals were consulted, and the resulting phrase reflects the spirit of the library and a promise of adventure and cultural experience.

The new operating name, along with the new slogan, is part of a marketing and fund-raising strategy and will to serve to eliminate a long-held misconception about the library. The legal name of the library will remain the same.

Why a name change?

For several years, changing the name of the library has been proposed, and as a part of a new marketing, image and fund-raising strategy it will at last happen in 2010.

One of the main reasons for the change after more than 50 years is the misconception that the library operates as a government-funded agency, rather than a privately funded non-profit charity that receives no government support. The assumption is often made when people read the name Biblioteca “Pública” and conclude the “Pública” refers to a government institution. This assumption is very easy to understand, because the names of all governmentally funded libraries in Mexico end in “Pública.”

Unfortunately, this misinterpretation has presented a roadblock to fund-raising and marketing efforts. At first glance, many potential donors assume the library is not operating as a non-profit entity and are reluctant to donate to a government-run and -funded agency, even when they are aware of the scholarship program, the work done with local Mexican youth and the library’s support of the community.

The name change and new slogan will be catalysts for positive steps forward for the La Biblioteca in creating an image and brand. It will establish a clear first impression with first-time visitors and new potential donors and provide a fresh perspective and platform to members. In addition, the changes will help attract and encourage participation from San Miguel residents who currently are not members of the library and are not aware of and do not utilize the resources available to them.