A New Chapter for Multilingual Bookstore

Downtown Santa Ana’s landmark Martinez Books, a community gathering place that officials credit with launching a successful literacy movement, plans to open what could be one of Southern California’s few multilingual children’s bookstores.

The children’s bookstore will offer works printed in Spanish, Vietnamese and other languages, including English.

The project includes a gallery for children’s art and theater, which city officials hope will boost Santa Ana’s struggling central arts district.

Though independent bookstores are struggling, owner Rueben Martinez says his expansion will be successful because it will offer the kinds of children’s books not found in chain stores.

“This is the 21st century. It is a century of cultures and language,” he said.

“The Spanish-speaking population is growing faster in California. There is a market here.”

The store, scheduled to open in late January, will be the first children’s bookstore of its kind in Orange County and is another indication of the area’s increasing mix of cultures.

Publishing experts said that although only about 5% of children’s books are sold by independent booksellers, Martinez’s store could succeed if it fills a void in a multicultural community like Santa Ana.

“If it is successful, it would be a trendsetter,” said William Robinson, an associate professor at the University of Tennessee in Knoxville.

“There has been a failure on the part of larger booksellers to sell books to Hispanics. They are often situated in a location that doesn’t appeal to Hispanic consumers.”

Harriet Rohmer, publisher of the bilingual Children’s Book Press in San Francisco, agreed. “The reason [Martinez] can do this is because of the tremendous community outreach that he does. People all over know they can get books and information at his store.”

There are only a handful of Spanish-language bookstores in Orange County, and many of them specialize in religious publications.

Martinez’s new 2,000-square-foot facility will be across an alley from his existing 3,000-square-foot bookstore, gallery and barbershop.

Martinez, 60, of Santa Ana was a barber until he opened Libreria Martinez Books and Art Gallery in 1993. He plies his earlier trade in the bookstore.

In the new shop, Martinez said, 60% of the children’s books will be in Spanish and 40% will be in Chinese, Vietnamese, Japanese, Korean, English and other languages

City Council member Brett Franklin said the existing store has been a hangout for Santa Ana residents and a launch pad for a citywide literacy program.

“Rueben Martinez is one of the visionaries of Santa Ana. He is one of the people leading the positive changes in Santa Ana,” Franklin said.

Martinez said there is a large, growing immigrant population in the area and few Spanish-language book outlets.

“No one reads in any language. We need to push parents to read to their children out loud. We need to promote literacy,” he said.

Martinez said he will promote theater productions in his new location. This month, bilingual educator and entertainer Jose Luis Orozco sang and Martin Espino presented a one-man play called “Christmas in Aztlan” at the bookstore.

The new store will include space to showcase children’s art. The first display will be of art by Orange County eighth-graders.

The city has established an area of downtown as an arts center, complete with artist lofts and galleries, and city leaders hope the new bookstore will help attract performers and literature lovers.

“This would be one component that would allow the public to experience authors, artists and cultural amenities,” City Council member Jose Solorio said.