hitting the books
Only in Dallas: Libraries in malls (yes, they're that shallow)
Literacy disguised in consumerism? Big D is down.
Our neighbor to the north, a national center of mall madness, is receiving national attention for its placement of a public children's library in the chichi NorthPark Center shopping mall. Dubbed Bookmarks — a decidedly retail-sounding title — the location serves kids ages 12 and under and has been met with enormous success by "customers."
From its small 5,000-volume inventory, Bookmarks checks out as many items as branches eight times its size. The process is a study in luxe libertarianism: NorthPark only charges $1 a year in rent and, shockingly, a local energy company funds the programming. Amping up the yuppie appeal are "Mommy & Me" yoga classes.
While the concept of providing affluent shoppers with free books in one of the nation's most upscale shopping malls may seem a bit off target, it's simply one library's reaction to the competition of convenience sparked by Amazon and Netflix, which has such cities as Wichita, Kan., placing a library in a grocery store, and in downtown Princeton, N.J., a library has started hosting a farmer's market this summer.
The idea of building a new branch without a drive-thru window is now unheard of.
And the scheme is working — the Institute of Museum and Library Services reports an almost 20 percent increase from 1999 to 2008 in library visits, despite decreases in hours and funding (a symptom of the recession, to which Houston is not immune).
Yet the method of convincing library visitors that they're in an actual store is distinctly Dallas. So the next time you're in Big D, crash a sing-a-long after maxing out your AMEX at Carolina Herrera — and why not stuff a borrowed volume of Berenstain Bears into your new Balenciaga while you're at it?
Bookmarks' wild success only proves what we always suspected: Neverland and Neiman Marcus make for great neighbors.