Library Strategic Plan: Insights

Personal interviews were conducted with government leaders, Library Commission members, Friends of the Hayward Public Library leadership, the Library’s leadership team, and other Library partners.

Our listening efforts included detailed surveys to capture the priorities of our community, community partners, and Library staff. Focus groups were conducted with community members and Library partners to delve deeper into the themes that surfaced from the interviews and surveys. Additionally, Directors from aspirational peer libraries around the country, similar to HPL in size and structure, were surveyed for their most impactful tactics and perspectives on future trends in the library sector.

In total, nearly 1,000 individuals shared their ideas about the Library and its contribution to the Hayward community. Here are the major themes that emerged:

PATRON SATISFACTION Patron satisfaction of the HPL is strong, as confirmed by a high Net Promotor Score®. This high satisfaction was consistent across the Library’s various demographic groups. People identifying as LGTBQ+ or as Black / African American reported the highest satisfaction levels. Those identifying as having limited mobility or as Native Hawaiian / Pacific Islander also reported as satisfied, but at the lower end of the continuum. Library stakeholders believe that service to families is good to excellent and also recognize there are opportunities to improve services to college-age and early-career individuals.
WEEKES BRANCH Weekes branch is widely viewed as unsatisfactory for a combination of reasons including: Patron safety, Unsheltered population, camping, drug use, Lack of physical separation of youth and adult areas, Parking Program availability, Meeting room space. Rejuvenation efforts are underway at Weekes Branch and funding for a replacement building will be considered in a future voter referendum. (strike on the November ‘24 ballot.)
LOW LIBRARY AWARENESS The primary reasons people don’t visit the Library more frequently are “Visiting the library doesn’t cross my mind” and “I do not have the time.” Many people were surprised by the extent of Library services available to them. Hayward users cited email, HPL’s website, other organizations, and social media as the best ways to keep them informed of Library happenings. Peer libraries have coordinated marketing plans to leverage these communication paths and are increasingly relying on social media to communicate upcoming events. Some libraries host large events that widely engage the community which concurrently broadens the awareness of the library.
LARGER COLLECTION Traditional library materials (e.g., books, eBooks, audiobooks, magazines, etc.) continue to be the largest service provided by the Library. Despite being the favorite service area, patrons said increased availability of materials and larger collections are still needed. In 2021, HPL’s collection expenditures per capita were $1.93 compared to an average of $3.81 for U.S. libraries serving between 100K & 200K patrons, and $3.95 for all California libraries. HPL’s downloadable eBooks continue to grow in popularity which parallels the national trend.
PARTNERSHIPS Peer library directors are widely planning to expand partnerships as a tactic to increase their library’s impact on the communities they serve. Many organizations across Hayward desire to strengthen their relationship with HPL including: School districts, Multi-cultural / ELL organizations, Homeless organizations, Parent support groups, Home school groups, Foster care organizations.
STAFFING Focus group participants confirmed that HPL’s staffing constraints are limiting the Library’s services. On a per capita basis, HPL has near the lowest staffing levels of any library in the Bay Area and is staffed well below high-performing peer libraries from across the U.S.
SOCIAL SUPPORT Some Library patrons face challenges related to mental health, being unsheltered, and overall well-being. Disruptive behavior can adversely affect the patron experience of others when visiting the Library. There is a wide array of social services available to people residing in Hayward. As a trusted organization and venue, HPL is well-positioned to help those in need connect with the social services that are already available to them through partner organizations. HPL is planning to open a Community Hub at the Downtown Library in Fall of 2024 to increase access options.
LIBRARY HOURS Increasing the Library’s hours was recommended as one of the best ways to increase patron usage of the Library. The Library is currently open for 9 hours on Monday to Wednesday; 7 hours Thursday to Saturday, and closed on Sundays.