The vibrant town of Soria is paying tribute to its celebrated poet, Antonio Machado, through an innovative initiative named the ‘Ruta de Machado en el Comercio de Soria’. Launched by the Federation of Businessmen of Commerce of Soria (FEC Soria) in collaboration with the Soria City Council and the Junta de Castilla y León, this campaign marks the 150th anniversary of Machado’s birth.
This artistic effort aims to foster tourism and enliven local commerce while simultaneously honoring the deep bond between the poet and the city. A total of 120 participating businesses are poised to engage in this cultural journey by adorning their storefronts with select verses from Machado’s work, turning the streets of Soria into a literary walkway.
The chosen verses consist of 19 of Machado’s most iconic lines, beautifully displayed in varying sizes of vinyl lettering, throughout the city until the end of May. As part of a promotional effort, shops will distribute stamp cards to shoppers. Customers making purchases exceeding 20 euros will receive a stamp on their cards.
Collecting four stamps from different establishments will earn shoppers a complimentary copy of Machados’ famous compilation ‘Campos de Castilla’, which will be made available at participating bookstores including Las Heras, Piccolo, and Santos Ochoa.
The campaign aims to greatly enhance visibility through extensive media coverage including press, radio, and social media, using the hashtag #RutaMachadoComercioSoria. This effort seeks to highlight the cultural wealth of Soria and the crucial role local commerce plays in its economy.
On March 24, 2025, the launch of the campaign was celebrated with a presentation featuring Teresa Valdenebro, the councilor of Commerce for Soria; Adolfo Sainz, the President of FEC Soria; César Millán, a representative of the local bookstores; and Manuel López Represa from the Junta de Castilla y León.
Valdenebro emphasized the significance of this event, noting that a city steeped in Machado’s history could not overlook such an important anniversary. She has warmly encouraged residents to visit the participating businesses, suggesting that as they read the displayed poems, they would also discover various works across 19 different poems by Machado.
“It is a joy to be able to provide this book, which was crucial in establishing Machado’s international fame back in 1912,” Millán remarked. He also noted that the initiative will last until the last of the 1,000 special edition copies of ‘Campos de Castilla’ are distributed, an edition specifically chosen as it directly relates to the city.
In echoing the sentiments of support for local businesses, López acknowledged the difficult economic environment currently affecting many retailers but underscored the need for community efforts to bolster local commerce: “We find ourselves in a tough period, but we should continue supporting local shops to help them thrive.”
Moreover, Sainz, as the head of FEC Soria, highlighted the importance of patronage within the community, reiterating that buying local helps combat issues posed by online shopping. He commented, “When you buy online, you often lose the sense of connection with local businesses, whereas here we are united, working together to allow Soria to flourish.”
The ‘Ruta de Machado en el Comercio de Soria’ not only elevates the visibility of Machado’s literary legacy but also reinforces Soria’s cultural identity through local commerce, as residents and visitors engage with both the physical shops and the intangible heritage of one of Spain’s finest poets.
Through this blend of literature, commerce, and tourism, Soria is set to celebrate a remarkable milestone while nurturing its community and supporting its businesses. As Machado himself famously mused, maybe the streets of Soria will indeed flourish with life, as the poetry resonates through the city.
