Quail Botanical Gardens Changes Name to San Diego Botanic Garden.

Julian Duval, President/CEO

“What’s in a name?
That which we call a rose
By any other name
would smell as sweet”
Shakespeare’s Romeo and Juliet

Actually, a name can be very significant; and to change a name that has become known and loved is not an easy task. After several years of deliberation, the governing board of the Quail Botanical Gardens Foundation has decided to change the name Quail Botanical Gardens to San Diego Botanic Garden. We believe that the new name will bring continued growth, ensuring the future of this Garden for generations to come.

A significant number of people who visit the Garden are doing so for the first time. A common response is a pleasant surprise, or even amazement, at all the Garden has to offer. For many, the name Quail Botanical Gardens was all they knew before their visit—unfortunately, it did not set a high level of expectation for the experience. An important reason for changing the name was the belief that potential visitors would expect more and thus be more likely to visit a public garden called the San Diego Botanic Garden.

We have evidence that the word “Quail” is confusing to many. Recently, I was a guest speaker at a luncheon meeting and the person sitting next to me relayed how much she enjoyed visiting botanical gardens in her travels. She lived locally but confessed that she had never been to Quail Botanical Gardens because she was unsure of what it was. She noted that she would have most certainly visited the Garden if she knew it as San Diego Botanic Garden. That is just one of many examples.

The name change is primarily a business decision to increase visitors and generate income the Garden depends upon. It defines the Garden’s intent to play a more significant role in the world-renowned travel destination that is the San Diego region. But on another and perhaps more significant level, it allows us to fulfill our mission on a grander scale, to inspire people of all ages to connect with plants and nature. Attracting a wider audience clearly enhances the measure of that success.

A name that lays stake to a wider region helps generate supporters from that greater area. Donors, whether individual or corporate, will always play an important role in ensuring the Garden’s future. The name San Diego Botanic Garden sets a higher level of expectation and perception of importance. These are important matters for cultivating donors and in grant applications.

A name change is no trivial matter, and trying to gauge the potential for negativity has been important. I have personally tested the response to the name change with some of our closest constituents. While it has usually been positive, it often has taken serious consideration for some people to embrace the idea. Not surprisingly, people have a strong emotional attachment to the name the Garden has been known by for so many years.

I, too, have a strong emotional attachment to the name Quail Botanical Gardens. That is the name of the public garden where it has been my pleasure to serve for the last 15 years and where I hope to finish my professional career. I admit to not being among the earlier converts to the name change, but I now truly believe it will make the Garden stronger and help it endure long after we are gone.

There are many recent examples of local institutions that have changed their name to incorporate San Diego in their title. The Del Mar Fair is now called the San Diego County Fair and the La Jolla Museum of Contemporary Art is the Museum of Contemporary Art San Diego. An example that had significant influence on me was Strybing Arboretum, which about four years ago changed its name to the San Francisco Botanical Garden. Here was a botanical garden located in a metropolitan area with world-wide recognition and it was their intent to be identified with that brand. The similarity was obvious; here we are in the San Diego region, also with world-wide brand recognition.

And so, for all these reasons, we chose our 10th Annual Gala in the Gardens held on September 12, as the day to roll out the new name and change the sign at the entrance. The intent is to attract more people who will fall in love with this special Garden. For those of us who already love it, we need to remember that it is not the Garden that changed but only the name, and after all,

“What’s in a name…”

Press Release >>

Contact us | View site map