Building collaborations and creative marketing are two key factors in making and keeping university libraries relevant. Much more than book warehouses, university libraries today must strategically and creatively promote their programs and services, their information and collections, and the current and potential uses of their facilities. This is accomplished through developing and implementing targeted marketing and public relations strategies that include building and maintaining collaborations. This presentation will address the evolution of the modern library into innovative and lively spaces, both physical and virtual, and discuss how the Univ. of Missouri-Kansas City has taken on the challenge.