The Santander City Council, local traders, and the Centro Botín have initiated a campaign to promote local commerce as 'the soul of the city'. This announcement was made by Álvaro Lavín, the councillor for the area, who explained that the initiative is connected to the recent Gala del Comercio de Santander, held on 4 November at the Centro Botín, and to 'El Alma del Centro Botín', a sound experience offered by the art centre of the Botín Foundation in Santander alongside its exhibitions.
Lavín emphasised that the campaign aims to highlight the emotional dimension that makes local commerce integral to the city: “what cannot be found on a receipt, the morning greeting, the advice from someone who knows their trade, or the shop that is part of a family's or neighbourhood's history.” He noted that the campaign seeks to foster dialogue with another emotionally resonant space, the Centro Botín.
Fátima Sánchez, the executive director of the Centro Botín, added that the campaign conveys a simple yet important idea: “The places we visit regularly are those that make us feel good. That is why the Centro Botín collaborates with traders to offer positive experiences to citizens and visitors alike.”
Starting today, customers of Santander's shops can obtain an invitation to enjoy the experience 'Pasear y descubrir. El Alma del Centro Botín' for free, alongside their entry to the Centro Botín. This experience invites visitors to explore the building while listening to the centre's narrative about its conception by architect Renzo Piano and its mission, offering a fresh perspective on their surroundings.
As both Lavín and Sánchez pointed out, the campaign bridges the two worlds, as those who shop in Santander's stores discover the city's art centre, while visitors to the Centro Botín recognise local commerce as another space that gives character to Santander. Together, these experiences encourage a vibrant city life.
Traders wishing to join the campaign can contact the Commerce Department through the municipal website to receive informative posters and invitations to the Centro Botín. The campaign will be promoted across various media, including print, radio, outdoor advertising, and digital channels, with a direct invitation to holders of the Pase cántabro to enjoy this experience at no cost alongside their free entry to the exhibitions.
Non-holders of the Pase cántabro can also enjoy the experience with an exhibition entry through invitations distributed by participating shops or by downloading them. The process is straightforward and designed to integrate commerce and culture into the daily lives of Santander residents:
- Download the invitation by scanning the QR code on the campaign posters or from the website, or request it at any participating ALMA shop.
- Present it along with the Pase cántabro at the Centro Botín ticket office.
- Enjoy the experience for free.
