Professional Documents
Culture Documents
Prepared for: City of Rochester Prepared By: Kirstin Pryor, M.S. Project Director
SUMMARY
Rochester Public Library (RPL) is embarking on a planning process for the 10 community branch libraries. To do this strategically, the Board of Trustees must have an up-to-date understanding of the communities and patrons served; the current usage and reputation of the libraries; what stakeholders anticipate and desire in the future; opportunities to partner and improve; and the changing context facing library systems in general. This report builds a shared foundation from which the Board of Trustees and RPL leadership can launch a more informed planning process. It provides the broad and external picture, and should guide the next stage of internally focused analysis and planning.
Key Findings
1. As a system, the libraries seem to be serving this community well. Measures of utilization are all trending up, and compare favorably to peer systems. The one area where RPL is not as strong is in hours of service, which places its relatively high circulation and door count in an especially positive light. 2. Circulation should no longer be the primary measure of library success, although books are still the service mainly associated with libraries. In Rochester, while door count, Internet usage and programming have skyrocketed since 1999, circulation has actually decreased slightly. And, while all measures of usage including circulation have increased in the last 5 years, only a quarter of City patrons and 38% of County patrons checked out materials in 2012. In essence, there has been a shift from libraries as a provider of materials/information toward also being a provider of a broader range of servicestechnology and Internet access, programming, and resources for specific populations such as immigrants and youth. 3. While RPL is a system, it should be thought of as a system of separate and unique partsit really is a branch thing in the words of one interviewee. Serving demographically different
ii areas of the City, the libraries play different roles in response. Very generally, in more affluent areas (Winton, Charlotte and Monroe) circulation is higher, while program attendance, Internet use and door count is lower; the converse is true in areas with higher or increasing poverty rates (Lyell, Wheatley, Lincoln, Sully, Arnett, Maplewood and Highland). Six libraries serve more youth (Arnett, Lincoln, Lyell, Maplewood, Sully and Wheatley), some more Latinos (Lincoln and Lyell) and at least three have an increasing immigrant/refugee population (Maplewood, Wheatley, Highland). As a result, there are systemic questions that must be studied and resolvednumber and type of service outlets/branches, location and hours of services, investments in collections vs. people resources, potential partnerships, standardization of some policies, evolving staff rolesbut these decisions will need to be driven by the unique reality of each branch. For example, it is possible that libraries with high circulation and low Internet usage should invest in new fiction, become increasingly self-service, and not expend staff time in designing and promoting programs that are not well attended. Other libraries may decide to invest more in programming for youth, staffing to provide computer assistance, or serving a specific immigrant population. Leadership and the City will also have to decide when, if and how data will be used to make decisions about branch locations in the future. 4. In this context, staff matters a great deal. For libraries to be responsive to community needs and changes in the way society accesses information, new staff capacities are required. Stakeholder interviews and data confirmed that increasingly library staff must be community-minded, able to manage projects in strategic ways, savvy at volunteer mobilization, and skillful in planning and implementing outreach/communication/public relations. In many libraries, youth development is seen as another core competency, and the lack of diversity of the library workforce is problematic. In particular, there is a lack of Spanish speaking staff. Stability of staffing is also a concern. 5. Stakeholders in Rochester hold RPL in high regard, and strongly believe that libraries are a critical aspect of preserving and building strong communities. They see the tensions inherent in libraries serving such a wide array of residents needs and desires. The survey and interview respondents shared specific opportunities for improvement and ideas for the future (which have been separately conveyed to management) and a few expressed concerns that libraries stick to their core mission and not become
iii social service agencies. However, the overwhelming theme was glowing appreciation for the service libraries provide. There was recognition that the library faces a unique challenge: intended to be welcoming and responsive to allthe equalizer in a democratic societybut yet impossible to run effectively if you try to be all things to all people. In general, small, walkable neighborhood libraries as currently operated are valued, although stakeholders are open to learning more about new service delivery models. 6. Patron borrowing habits complicate the notion of neighborhood libraries. RPL serves a bifurcated clientelejust more than half of whom use one library (not necessarily their neighborhood library) almost exclusively, while the other half utilize a number of branches based on convenience and preference. Transactions are the only data we were able to link to patron addresses, therefore this data represents one slice of the relationship between where patrons live and conduct library business:
There
is a critical mass of City residents (about 7,300 individuals) who rely exclusively on their neighborhood branch for materials: 23% of patrons with any transaction in 2012 conducted all of their transactions at the branch in the service area in which they live. However, in every service area, patrons conduct the majority of their transactions in branches other than their home branch. It is also relevant that in 8 of the service areas, a suburban library was either the 1st or 2nd most utilized branch for residents; this was not true for Wheatley or Lyell residents. Libraries draw patrons and their transaction business from all over the county. In fact, 2 branches (Charlotte and Winton) drew the majority of their 2012 patrons from the suburban areas. Suburban users also comprised a significant portion of annual patrons with transactions at both Monroe and Highland libraries. In six of the ten branches (Arnett, Highland, Lincoln, Lyell, Maplewood and Sully) more than half of the librarys 2012 transactions were generated by residents living in its home service area. Furthermore, about a quarter of each branchs transactions were to suburban residents. The more detailed transaction analysis in the body of the report does provoke interesting questions about the direct relationship between libraries and their service areas. 6. As RPL considers its mission and role and how to best use its resources to serve the community, there are a host of ideas worth
iv exploring from other cities. These include alternative service delivery models, new partnerships, new staff roles or new ways to adapt to technology. There are also a range of local opportunities for potential collaborations or adaptations to better serve key populations, make strategic use of City resources, or meet patron needs. Doing this effectively will likely require staff time devoted to research and planning, and some of these will be pursued most appropriately at the system level, while others will be branch specific. Part cultural institution, part educational institution, part referral agency, part civic spacelibraries connect a diverse array of citizens to services, information, entertainment and each other. The branch system has remained largely the same for decades, and RPLs leadership is to be commended for recognizing a proactive planning process will support the libraries in being responsive and therefore relevant to their communities.
Acknowledgements
Rochester Public Library management and staff were instrumental in providing data, perspectives and community contacts that made this study possible. Pamela Principe was especially patient in helping CGR make sense of RPLs data. CGR also thanks the community stakeholders and City employees who gave their time and insights through interviews and surveys.
Staff Team
Katherine Bell and Michael Silva conducted the data analysis and mapping that made the patron analysis possible. Research Associate Jill Symonds, Assistant Rachel Rhodes and interns Daniel Schlant and Marty Rogachefsky provided helpful research support. Kent Gardner, Don Pryor and Erika Rosenberg each provided useful assistance on aspects of the study.
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TABLE OF CONTENTS
Summary ............................................................................................................... i
Key Findings .................................................................................................................. i
IV. Patrons: Where they live, which libraries they use .................................. 17
Location of patrons ..................................................................................................... 18 Relationship between where you live and use the library .......................................... 19 A. Service Area: Where do patrons conduct transactions? Do they use their library? ................................................................................................................. 19 B. Where do these patrons conduct most of their transactions? ......................... 22 C. Are there patrons who are loyal to one library? ............................................ 24 Where do the libraries draw patrons from? ................................................................ 25 Which service areas generate libraries transactions? ........................................ 27 Stakeholder input: How do patrons choose which libraries to use? .................... 29
VI. Stakeholder Input on Role and Future of Libraries .................................. 34 VII. Environmental Scan: Citywide Opportunities .......................................... 39 VII. Questions Facing RPL ................................................................................ 41 VIII. Profiles for each Library ............................................................................ 43
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Arnett Service Area & Library .......................................................................... 44
Demographics ............................................................................................................ 44 Library Utilization ........................................................................................................ 45 Arnett branch usage dramatically up since 2008 .............................................. 45 Where does this library draw patrons from? ........................................................ 46 Transaction patterns by patrons living in Arnetts area ........................................ 46 Calls for police service to library .......................................................................... 47 High-level Environmental Scan: Opportunities and Challenges................................. 47
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Transaction patterns by patrons living in Lyells service area ............................. 64 Calls for police service to library .......................................................................... 65 High-level Environmental Scan: Opportunities and Challenges................................. 65
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Library Utilization ........................................................................................................ 89 Winton branch usagehigh circulation ............................................................... 89 Where does this library draw patrons from? ........................................................ 89 Transaction patterns by patrons living in Wintons service area.......................... 90 Calls for police service to libraries ....................................................................... 90 High-level Environmental Scan: Opportunities and Challenges................................. 91
Appendix A Stakeholder Input ...................................................................... 92 Appendix B Overall Demographic Table ...................................................... 94 Appendix C Overall Library Utilization Tables............................................. 95
2 This report was designed to build somewhat on that earlier work, and provide an updated, shared foundation for the Board and staff to plan in earnest.
Each of these community libraries and its service area are shown on the map on page 7. We use these service areas as the unit of analysis for much of the report, because they reflect the current locations and way library staff think about their services. However, we note that they are a management construct based on current locations, and dont completely align with the Citys 40 neighborhood or 4 quadrant designations. Some
Central Library is jointly funded by the City and County and therefore functions uniquely. It is also undergoing a separate and concurrent strategic space planning process.
3 data in the report is branch specific (e.g., circulation), while some is service area specific (e.g., demographics). This report begins by presenting the overview of RPL and the communities it serves. These chapters include aggregate data about Rochester Public Library and selected comparative data about the branches and the service areas. Community profiles, specific to each service area and branch library, are included in the last section of the report. CGR then summarizes the challenges and opportunities facing libraries in general. We also discuss the overall themes and developments that emerged from the environmental scan and stakeholder interviews.
Methodological notes
Most data analyzed in this report is from the US Census Bureau and from Rochester Public Librarys databases. CGR aligned census tracts to RPLs service areaswhich then allowed us to compile community profiles at a more local scale and understand how patrons use their libraries. We have cited sources and explained caveats and nuances to the data throughout. CGR also notes that the data provided by RPL did not include patron identities or any record of what materials patrons checked out. In addition to data analysis, CGR conducted a survey and interviewed community and staff stakeholders. The survey was a convenience sample, and resulted in 1,272 respondents. This is not a representative sample, therefore results are illustrative only, and cannot be used to draw major conclusions. The results are used throughout the report, as are themes from interviews. Details can be found in the appendix.
4 to a quadrant management model, driven both by resource constraints and a desire to focus differently on services the libraries provided.
Historically, going back at least 25 years, RPLs Community Libraries have received pretty steady funding from the City, approximately 1% of the overall City budget. As a general rule of thumb, each community branch costs about $400,000 to operate each year. This is not to say that RPL has been exempt from fiscal challenges facing all City departments, it has recently absorbed funding cuts in each of the last two years. To accommodate these, without dramatically reducing hours, there has been a shift to a largely part-time workforce. While seen as a pragmatic way to manage in tight times, there is a concern from both staff and management about the long-term impact on staff morale and ability to attract quality staff.
This is administered by the Public Library Association, a division of the American Library Association.
5 consistent with rest of data in report, but do allow applies to apples between library systems. Generally speaking, RPL is well-supported and also well-utilized when compared to peer systems. It is toward the high end of benchmarks in number of branches and local funding. It compares favorably on circulation and visits. The only area where RPL falls to the middle of the list is in hours of service, with 4 systems being open at least 100 more hours a week. This makes RPLs circulation and visits even more impressive. These data clearly dont tell the whole story of each community, but Kanas City and Spokane are interesting in that they have fewer branches, funds and hours, but higher visits and circulation.
The Pulaski Library at the corner of Hudson and Norton Avenues was closed in 1994. Staffing and workflow analysis will be conducted as part of the upcoming strategic planning process.
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Demographics, Citywide
No surprise to RPL, the 10 service areas are demographically different from each other, important to consider in planning services. However, because they function as a citywide system (explored further in the usage section), a demographic overview of the City of Rochester is also relevant.5 The 2010 Census puts the Citys population at 210,565, a 4% decline from 2000. Since 2000, the age distribution has changed a bit; the 18 and under population has decreased from 28% to 22%. Just about half of Rochesters population is over 30 years of age. Racially and ethnically, the City is 50% white, 37% Black, 14% Hispanic and 13% classified as Other.6 All groups except the white population have increased since 2000. Rochester also experienced a slight increase in its foreign-born population, and for 22% of the 5and-older population, English is not the only language spoken in the home; Spanish is the primary language for 9% and a variety of languages comprise the remaining 13%. Twenty-nine percent of the population lives below the poverty
All demographic data is from the US Census Bureau, 2000 and 2010 decennial Census, as well as more recent estimates from the American Community Survey. The ACS numbers are aggregated over multiple years to help ensure reliability; 2007-11 are the most recent available. 6 Categories will not sum to 100% because Hispanic is an ethnicity, not a racial category. Thus, a person could be included in the Hispanic % and also in the white or Black group.
9 line, a slight increase from 27% in 2000. (Poverty thresholds vary by family composition and year; in 2011, the threshold was $22,800 for a family of four with two children.) Estimates show that one quarter of residents do not have access to a vehicle. Rochester has also seen an increase in the rate of children living in poverty, which has risen by 8 percentage points to 46% since 2000. This is more than double the rates in Monroe County, New York State or the nation. In the City, 14% of the civilian labor force was unemployed in 2011, compared to about 6% in suburban Monroe County. Educational attainment rates show slight improvement from 2000, with recent estimates showing 20% of adults 25 and older with less than a high school diploma (down from 25%) while 35% hold some post-secondary degree.
10 and Maplewood have higher concentrations of youth under 20 (roughly a third of the population in each) while Monroe has the smallest (9%). Charlotte has the largest concentration of residents over 65. Residents who live in poverty are most concentrated around Central, Lyell and Wheatley, and Lincoln: 50% in Centrals service area, 45% in Lyells, 43% around Wheatley and 37% in Lincolns area. Arnett and Maplewood communities have seen the largest increases in poverty rates since 2000. Charlotte and Winton each have poverty rates of less than 15%. The proportion of residents with no access to a vehicle follows a similar pattern. Five service areas have higher educational attainment: Charlotte, Highland, Monroe and Winton. At the other end of the spectrum, Central, Lincoln, Lyell and Wheatley all have about a third of residents 25 and older with less than a high school diploma. Lincoln has the largest proportion of residents (42%) for whom English is not the sole language spoken at home. This is true for about a third of residents in Central and Lyell areas, and almost a quarter in Sully and Maplewood.
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Rochesters foreign-born population is increasing slightly, and in six of the service areas close to 10% of the residents are estimated to be foreignborn. CGR cautions that these estimates are less reliable at the very local level; the margins of error (1-2 percentage points) are noted in the table in the appendix. Furthermore, Maplewood, Wheatley and Highland areas have experienced concentrated refugee resettlement efforts. There are not comprehensive and cumulative data sources on immigration at this local level, but since 2007, Catholic Family Services has settled about 4,000 refugees in the City, including 1,800 in Maplewoods area, almost 1,000 in Wheatleys and 450 in Highlands. Local experts say that Wintons area is beginning to have a critical mass as well. Since 2007, Rochesters refugees have come primarily from five countries: 40% from Bhutan, 23% Burma, 9% Somalia, 8% Iraq and 6% Cuba. These immigrants provide both a challenge and opportunity for RPL community libraries.
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Library Service Area Arnett Charlotte Highland Lincoln Lyell Maplewood Monroe Sully Wheatley Winton Central Total: City of Rochester**
114,468
*Includes all patrons with mappable addresses within the City. ** Total includes 618 patrons whose addresses were not mapped to any service area. Sources: RPL Patron file, US Census
Penetration rates in the service areas range from about half to two-thirds. Please note that these represent where patrons live, not where they were issued the card, nor where they use the library. This penetration rate is above our 52% estimate from 2000, though there is obvious room to engage more citizens. For context, we estimate a 65% card-holding rate in Monroe County as a whole, including City residents. Benchmark systems in the national data set report rates ranging from 40% - 112%.
13 Any discussion of how to best deliver library services in the future should start with an understanding of how City patrons currently use their libraries. RPL itself actively monitors circulation, participation data, and patron input to make staffing and programming decisions. This section provides an overview of key usage statistics at each branch, highlighting the range of roles the 10 libraries play. Some data reinforce what library staff already know; others may raise questions for management. CGR points out key observations meant to illustrate the variation and to start the Boards conversation. Winton, Monroe and Charlotte branches consistently circulate the most materials, Maplewood has posted the highest annual door counts in the same time period. Arnett, Lincoln, Maplewood and Wheatley experience the most Internet use, with over 25,000 annual sessions logged; all have seen an increased demand in the last 5 years. Charlotte and Highland appear to have the smallest demand for this service.
While
14 three libraries in service areas considered to be better off (Monroe, Winton, and to some extent Highland) are the only branches that have not experienced an increase in Internet sessions over the past 5 years. Lincoln and Maplewood stand out in terms of the number of programs they offer, as does Sully. The average per program attendance ranges from the low teens at Monroe and Winton to 61 at Maplewood, close to 50 at Sully, and about 40 at Arnett and Wheatley. All branches have increased their per program attendance over the last 5 years except Arnett, Monroe and Winton. Lincoln, Maplewood, Sully, Arnett and Wheatley are all sites for RPLs Safe to Be Smart teen programming and staff, which drives some of these usage trends. The annual number of reference questions are up at all branches except Monroe, but varies widely from about 5,000 a year to over 20,000.
The
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Usage metrics
It can be helpful to use a metric like per capita or per hour in understanding the differences in library utilization. Because patrons are not bound to their service area, per capita measures do not seem to make as much sense; therefore, CGR chose to look at utilization per service hour the branch was open. We also included attendance per program. The following series of tables was calculated from RPL data for 2012. These tables, along with one on the following page, show the same range of utilization seen in the preceding charts, and many rates vary quite widely; rates are rounded to the nearest whole number. The 2012 per hour rates show that Maplewood and Wheatley are heavily utilized relative to their peers in all ways except circulation.
16 In very general terms, libraries in the more affluent parts of town tend to have higher circulation rates, but lower usage in terms of Internet sessions, door counts, reference questions and program attendance. This makes intuitive sense and aligns with the way library staff describe branch activity as well.
17 worked hard on the teen/adult balance and tends to draw lots of patrons for computer access. Our stakeholder interviews underscored that there is a segment of the population which almost exclusively uses one local, individual library. How libraries are stepping into the digital age was also discussed, and many stakeholders appreciate that MCLS has a wide selection of e-books. This is still a small share of circulation, but demand is growing as is the focus on negotiations with publishers. Anecdotally, those patrons that use them are frequent users, but the vast majority of patrons dont use this service yet. The libraries range in demandat Winton, staff report many customers who ask for assistance in using e-reader devices, and check out e-books, while at Maplewood, the staff see little interest. What do citizens who dont use the library think and want? Unfortunately, it was incredibly hard to assess the perspectives of non-users in any objective way, within the scope of this project. Over 200 survey respondents described themselves as NOT being regular library users, and generally their survey responses did not differ from regular users. They tended to value the same services and gave being too busy as the main reason they dont use the library. Other avenues we pursued to try and gain some perspective on this were informal interviews with high school classes, and with agency staff that work with youth. What we heard was that libraries arent really on the radar for many youth. They may go if they have a specific research need or in the summer, but its rare. We heard that many dont see it as a place to go, and they report being able to access reading material and Internet at school, home, or friends houses, or via smartphone.
do patrons live? Do patrons use the library closest to their home to check out materials? If not, where do patrons in each service area go to the library? Do most patrons use multiple libraries, or are most loyal to one location? Where do libraries draw patrons from?
18 Note: After the first question, the bulk of this analysis relies on the complete RPL transaction file from 2012. Transactions include all materials checked out, renewed and returned to any RPL location during the year. They do not include electronic books accessed through selfservice. While this is a large snapshot of usage, we note that circulation is only one way in which patrons use the library. Unfortunately, it was not possible to include computer/Internet usage in this analysis, because the library does not keep records of Internet sessions by each patron. What this means is that this analysis excludes patrons who only use the library for programming, computer access, or other in-person activities. Furthermore, it is quite likely that those patrons, as a group, are different than those covered in this analysis, and may in fact be less able to travel to multiple libraries. For context, we know that only one-quarter of all City patrons checked out materials in 2012, and 38% of Monroe County patrons did so. Clearly, this analysis is only one piece of the puzzle and should be treated as such.7
Location of patrons
The 114,500 RPL patrons that we can confirm live in the City of Rochester are dispersed throughout the City, with the largest portions living in the Lincoln, Arnett and Sully communities. (The table on page 12 shows the numbers in each service area, as does the map on page 7.)
The percent of patrons with transactions in 2012 ranges from 23-39% across service areas. Thus, these are the patrons included in the usage analyses.
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A. Service Area: Where do patrons conduct transactions? Do they use their library?
The table on page 21 presents the patron analysis, which shows all the libraries that patrons living in each service area visited to conduct a transaction in 2012. For example, the first column shows that 56% of the 3,491 patrons living in Arnetts service area who had a transaction in 2012 conducted at least one transaction in Arnett Library, 30% did so at Central, 12 % at Wheatley and 39% in some suburban library. These numbers will not sum to 100%, because patrons are counted at each location they visit.
Top 3 Libraries where Arnett Residents Conducted Transactions 1. Arnett (56% of patrons in area) 2. Suburban (39%) 3. Central (30%)
The text boxes show the top three library locations that patrons from each service area frequent when they are making transactions. When we look at patrons with 2012 transactions, the big takeaway is that most patrons appear to conduct transactions at several locations, one of which is their home branch. Other observations include:
Top 3 Libraries where Central Residents Conducted Transactions 1. Central (66%) 2. Suburban (27%) 3. Lincoln (19%)
six of ten service areas, the majority of patrons conducted at least one transaction at their home branch; this was not true in the Lincoln, Wheatley, Sully, Highland or Monroe areas, in which 39-47% of patrons did so.
In
20 these, Monroe, Lincoln and Highland are the only areas in which the largest share of their patrons conducted Top 3 Libraries where Charlotte transactions in a library that was not the home Residents Conducted Transactions branchin these cases, the largest share went to suburban libraries. 1. Charlotte (75%) 2. Suburban (58%) In each service area, 74-93% of patrons 3. Central (17%) conducted at least one transaction in some RPL library. A smaller 20-65% of patrons in each service area had a transaction at a suburban library; residents Top 3 Libraries where Highland living in Wheatley, Central and Lyells areas were less Residents Conducted Transactions likely to do so. Winton, Highland, and Monroe have the 1. Suburban (64%) 2. Highland (43%) highest share of residents (32%, 37% and 38%, 3. Central (40%) respectively) who also used other service locations such as online renewals. A few areas also have a sizable share of Top 3 Libraries where Lincoln patrons with a transaction at another RPL community Residents Conducted Transactions branch library (not Central). For example, 25% of 1. Suburban (44%) Wheatley residents went to Arnett, 23% of Monroe 2. Lincoln (39%) residents and 21% of Sully residents went to Winton, 3. Central (29%) and 23% of Highland residents went to Monroe.
Top 3 Libraries where Lyell Residents Conducted Transactions 1. Lyell (52%) 2. Central (29%) 3. Suburban (27%) Top 3 Libraries where Sully Residents Conducted Transactions 1. Sully (46%) 2. Suburban (38%) 3. Central (28%)
Of
Top 3 Libraries where Maplewood Residents Conducted Transactions: 1. Maplewood (57%) 2. Suburban (42%) 3. Central (24%)
Top 3 Libraries where Wheatley Residents Conducted Transactions 1. Wheatley (44%) 2. Central (41%) 3. Arnett (25%)
Top 3 Libraries where Monroe Residents Conducted Transactions 1. Suburban (65%) 2. Monroe (47%) 3. Other (38%)
Top 3 Libraries where Winton Residents Conducted Transactions 1. Winton (83%) 2. Suburban (55%) 3. Other (32%)
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WhereDidPatronsinEachServiceAreaGotoConductTransactions?
ServiceAreas Arnett Central Charlotte Highland Lincoln NumberofPatronsLivinginService Area 12,927 6,660 PatronsinAreawith2012Transactions Lyell Maplewood Monroe Sully Wheatley Winton
17,674 11,708 4,053 74% 3% 29% 3% 3% 39% 4% 5% 3% 8% 3% 5% 44% 13% 2,779 90% 5% 29% 3% 2% 5% 52% 18% 2% 2% 5% 2% 27% 10%
11,452 12,215 3,963 76% 2% 36% 2% 7% 2% 2% 2% 47% 1% 2% 23% 65% 38% 3,184 84% 3% 28% 1% 4% 9% 2% 3% 5% 46% 3% 21% 38% 15%
%ofThose PatronswhohadaTransactionatLibraryLocation RochesterPublicLibrary ArnettBranchLibrary Central Library LocationWhereTransactionOccurred Charlotte BranchLibrary HighlandBranchLibrary LincolnBranchLibrary Lyell BranchLibrary MaplewoodCommunityLibrary Monroe BranchLibrary SullyBranchLibrary WheatleyCommunityLibrary WintonBranchLibrary SuburbanLibrary OtherServicePoint
Source:RPLPatronfileand2012Transactionfile,CGR analysis
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community branch library captured more than half of the transactions its residents generated, meaning that most patrons are conducting a majority of their transactions at a location that is not the library in their service area. (Central did capture 66%.) In most cases, the most local branch was the top choice for its residents transactionsmeaning that the local branch got the largest share of checkouts and returns, even though it didnt get the majority of activity. However, Highland and Monroe residents conducted the bulk of their activity at the Brighton Library, and patrons living in Wheatleys service area did slightly more business at Central library than at Wheatley. While the table shows Arnett and Lincoln residents giving the bulk of their business to suburban libraries, when you disaggregate by branch, the home branch still gets the largest share of their activity. (The tables showing which suburban branch residents went to are in the profile sections.) Residents living in Charlotte and Winton service areas conducted almost half of their transactions at their home branch, 47% and 48% respectively. Lyell and Maplewood libraries each captured about 40% of their residents activity. Five branch librariesLincoln, Highland, Monroe, Sully and Wheatleycaptured less than one-quarter of the activity generated by residents who live in their service area. Highland, Lincoln and Monroe residents split their activity more evenly between RPL and suburban libraries than did patrons living in other service areas. In all three, about 50% of 2012 activity was in RPL, while 40-45% was in suburban libraries. In 8 of the service areas, a suburban library (Brighton, Greece, Gates or Irondequoit) was either the 1st or 2nd most utilized location for residents. This was not true for Wheatley or Lyell service areas, nor was it true for Central.
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WheredidPatronsineachServiceAreaConductMostoftheirTransactions?
Service Areas Arnett NumberofPatronsLivinginService Area PatronsinAreawith2012Transactions 2012TransactionsbythesePatrons Central Charlotte Highland Lincoln Lyell Maplewood Monroe Sully Wheatley Winton
12,927 3,491
6,660 1,600
4,734 1,581
8,744 3,029
9,615 2,213
6,841 2,667
Share of2012TransactionsGeneratedbyPatronsLivinginEachServiceArea RochesterPublicLibrary ArnettBranchLibrary Central Library LocationWhereTransactionOccurred Charlotte BranchLibrary HighlandBranchLibrary LincolnBranchLibrary Lyell BranchLibrary MaplewoodCommunityLibrary Monroe BranchLibrary SullyBranchLibrary WheatleyCommunityLibrary WintonBranchLibrary SuburbanLibrary OtherServicePoint
Source:RPLPatronfileand2012Transactionfile,CGR analysis
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half of patrons who checked out materials in 2012 performed all of their transactions at one branch (city, Central or suburban); 56% of City patrons exclusively checked materials out of one branch that was not necessarily their neighborhood branch (this compares to 53% of Monroe County patrons). About half of these one-library City patrons exclusively use the branch in the service area where they live. The branch libraries attract these patrons who are exclusively loyal to their neighborhood branch to differing degrees. Loyalty to the RPL branch in the service area in which a patron lives ranges from 9% in Highland to 30% in Lyell. This means that almost a third of patrons with 2012 transactions living in Lyells service area only used the Lyell branch, while this was true for 9% of Highland area residents. Despite the sizable number of City patrons who do perform all transactions at their most local branch, the data clearly demonstrate that in each service area, the majority of patrons do not use their most local branch exclusively.
LoyaltytoLibraryinServiceArea
ServiceAreas Arnett Central Charlotte Highland Lincoln Lyell Maplewood Monroe Sully Wheatley Winton PatronsLivingin #ofthesePatons Service Area,with whoExclusively Transactionsin2012 UsedTheir Branch 3,491 1,600 1,581 3,029 4,053 2,779 3,039 3,963 3,184 2,213 2,667 926 526 430 271 952 821 871 411 797 502 751 %ofthese Patrons whoExclusively UsedTheir Branch 27% 33% 27% 9% 23% 30% 29% 10% 25% 23% 28%
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share of local patrons making up each branchs patron total ranged from 20% in Charlotte to 44% in Sully. Note that Centrals local share in 5%, which makes sense as it offers unique services to a broader area. Three libraries drew the majority of their patrons with transactions in 2012 from suburban areas: 66% of Charlottes patrons and 55% of both Wintons and predictably, Centrals. Highland and Monroe each drew a significant portion of their patrons from the suburbs as well, 41% and 45%, respectively. Generally speaking, most libraries drew the largest share of patrons from their own service area, the next largest group from suburban areas, and a small share from every service area. A few branches such as Arnett and Maplewood also drew a sizable share from their neighboring service area. Looking at the big picture, 8% of transactions in suburban libraries are by City residents.
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WhereLibrariesDrewTheirPatronsFrom,ofPatronswith2012Transactions
Service Area Arnett Central Charlotte Highland Lincoln Lyell Maplewood Monroe Sully Suburban Grand Wheatley Winton CityTotal Total Total
Share ofAllPatronswitha2012TransactionateachLibraryLocation TotalTransactions RochesterPublicLibrary ArnettBranchLibrary Central Library Charlotte BranchLibrary HighlandBranchLibrary LincolnBranchLibrary Lyell BranchLibrary MaplewoodCommunityLibrary Monroe BranchLibrary SullyBranchLibrary WheatleyCommunityLibrary WintonBranchLibrary SuburbanLibrary OtherServicePoint
2% 6% 42% 5% 1% 5% 3% 5% 2% 2% 3% 13% 1% 1% 1%
1% 3% 1% 5% 1% 2% 8% 2% 1% 2% 2% 2% 1% 0% 1%
1% 3% 0% 1% 20% 1% 1% 1% 2% 1% 0% 0% 0% 1% 1%
2% 4% 2% 5% 1% 30% 2% 2% 1% 10% 1% 4% 3% 1% 2%
2% 6% 3% 5% 2% 3% 40% 4% 5% 2% 9% 4% 2% 1% 1%
2% 5% 3% 4% 1% 1% 4% 37% 11% 1% 2% 4% 1% 0% 1%
2% 5% 2% 3% 5% 2% 4% 6% 38% 1% 2% 2% 1% 1% 1%
2% 6% 2% 6% 1% 7% 2% 2% 1% 28% 2% 3% 9% 2% 3%
2% 5% 2% 4% 1% 3% 7% 1% 2% 2% 44% 3% 6% 1% 1%
1% 4% 12% 4% 0% 3% 3% 3% 2% 1% 1% 30% 1% 0% 0%
1% 5% 1% 3% 1% 3% 1% 1% 1% 4% 4% 1% 21% 1% 2%
18% 51% 72% 45% 34% 59% 73% 64% 67% 55% 70% 67% 45% 9% 13%
82% 49% 28% 55% 66% 41% 27% 36% 33% 45% 30% 33% 55% 91% 87%
100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
27
Top 3 Areas Generating Charlotte Librarys 2012 Transactions: 1. Suburban (55%) 2. Charlotte (35%) 3. Maplewood (5%)
Top 3 Areas Generating Highland Librarys 2012 Transactions: 1. Highland (55%) 2. Suburban (23%) 3. Monroe (5%)
Top 3 Areas Generating Maplewood Librarys 2012 Transactions: 1. Maplewood (55%) 2. Suburban (20%) 3. Lyell (14%)
Top 3 Areas Generating Lincoln Librarys 2012 Transactions: 1. Lincoln (51%) 2. Suburban (23%) 3. Central (8%)
Top 3 Areas Generating Monroe Librarys 2012 Transactions: 1. Monroe (47%) 2. Suburban (28%) 3. Highland (12%)
Top 3 Areas Generating Wheatley Librarys 2012 Transactions: 1. Wheatley (45%) 2. Suburban (23%) 3. Arnett (11%)
Top 3 Areas Generating Lyell Librarys 2012 Transactions: 1. Lyell (56%) 2. Suburban (24%) 3. Maplewood (5%)
Top 3 Areas Generating Sully Librarys 2012 Transactions: 1. Sully (56%) 2. Suburban (26%) 3. Lincoln (6%)
Top 3 Areas Generating Winton Librarys 2012 Transactions: 1. Winton (44%) 2. Suburban (35%) 3. Sully (10%)
28
WhichServiceAreasGenerateEachLibrary'sTransactions?
Service Area Arnett Central Charlotte Highland Lincoln Lyell Maplewood Monroe Sully Wheatley Winton City Total Suburban Grand Total Total
Shareof2012TransactionsatEachLibraryLocation TotalTransactions RochesterPublicLibrary ArnettBranchLibrary Central Library Charlotte BranchLibrary HighlandBranchLibrary LincolnBranchLibrary Lyell BranchLibrary MaplewoodCommunityLibrary Monroe BranchLibrary SullyBranchLibrary WheatleyCommunityLibrary WintonBranchLibrary SuburbanLibrary OtherService Point 2% 6% 56% 4% 0% 4% 4% 4% 1% 2% 2% 11% 1% 1% 1% 1% 5% 1% 11% 0% 2% 8% 2% 1% 2% 1% 4% 1% 0% 0% 1% 4% 0% 1% 35% 0% 1% 0% 1% 0% 0% 0% 0% 0% 1% 2% 7% 1% 8% 0% 55% 1% 1% 0% 12% 0% 4% 1% 1% 3% 2% 6% 2% 7% 2% 3% 51% 2% 4% 2% 6% 2% 1% 1% 1% 1% 7% 2% 5% 1% 1% 3% 56% 14% 1% 1% 4% 0% 0% 0% 2% 6% 1% 3% 5% 2% 3% 5% 55% 1% 2% 2% 0% 1% 1% 3% 8% 1% 8% 0% 5% 2% 1% 2% 47% 1% 1% 7% 1% 3% 2% 6% 2% 5% 0% 2% 4% 1% 1% 2% 56% 3% 10% 1% 1% 1% 5% 13% 5% 0% 4% 1% 4% 1% 1% 1% 45% 0% 0% 0% 2% 7% 1% 3% 0% 1% 1% 0% 1% 3% 3% 1% 44% 1% 2% 17% 68% 80% 61% 45% 77% 77% 76% 80% 72% 74% 77% 65% 8% 14% 83% 32% 20% 39% 55% 23% 23% 24% 20% 28% 26% 23% 35% 92% 86% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Source:RPLPatronfileand2012Transactionfile,CGRanalysis
29
30 The question communities everywhere are grappling with is how to balance the traditional library with digital world realities, how to look around the corner to the future of libraries.
As more content moves online and more people have mobile access through smartphones, do we need physical libraries with physical material for patrons to access information or reading materials? Do we shift collection budgets toward electronic readers and do we devote less space to collections? Continuum 2: archive portal
Libraries have traditionally owned and housed the materials and information patrons want to access. Now imagine a library staffed with librarians using computers that provide a portal to resources that are no longer located on site. Continuum 3: individual focus community focus
Should libraries be set up mainly with quiet places for individuals to read and study? Or should they provide community meeting spaces and be centers of community activity? As the world moves increasingly toward interactive, collaborative work, should our libraries accommodate groups working around computers, entrepreneurs networking and even friends socializing? Continuum 4: collection creation
Libraries are currently repositories of information and texts, but as YouTube, social media and independent publishing explode, should libraries provide space for creating content? Think recording studios and computers with digital publishing tools. Even if libraries decide not to provide space for creation, they will need to adapt to increasingly popular self-publishing authors.
31 The reality is that libraries are likely to continue to evolve along these dimensions, and that they will do that within the context of the key roles libraries are playing in their communities.
Branches of Opportunity, Center for an Urban Future, D. Giles, January 2013, and The Library in the City: Changing Demands and a Challenging Future, The Pew Charitable Trusts Philadelphia Research Initiative, March 2012
32 Consolidating into fewer, often larger, full-service libraries that serve a wider geographic area. Typically, these regional libraries have been done in conjunction with a re-purposing of the existing branches. For example, Queens (NY) transformed two low-performing neighborhood branches into family resource centers outfitted primarily with staff and computers when it built a new full-service library in between the two branches. Library outposts, also known as satellite or storefront libraries. This model is designed to reduce libraries dependence on large and permanent physical buildings, allowing systems to adapt to changes in demographics and development. It does this by taking library services to patrons wherever they are, through small (no more than 1,500 square feet) outposts that have no permanent collections on site. Instead, these libraries have computers, wireless and space to access it, and reference staff. Patrons can order materials, which are then delivered to the outpost, with the help of librarians or online. These small satellites often have some flexible space that can be used for events, groups or exhibitions. This model has been articulated most recently in Brooklyn, although implementation is unknown at this point. Variations on this idea exist in other citiesHoustons HPLExpress may be the best example. Philadelphia has also created hot spots that are essentially computer labs that focus on bringing technology into targeted neighborhoods. Library systems have also experimented with outposts and self-service kiosks in airports, hospitals, and even grocery stores. Devoting library space to teens. Cities face the continual challenge of offering safe, productive spaces for youth, and in many places, public libraries are stepping up to offer a vibrant solution. Chicagos YOUMedia was the genesis and the recently awarded MacArthur-funded Learning Lab will allow RPL to build on Teen Central. The five other Safe to Be Smart teen centers are also examples of how RPL and the City have adapted to this need. Creation labs (the focus of these MacArthur grants) are a new library offering that has emerged in response to shifts in the way youth as digital natives engage literacy and information. Creation labs are spaces for collaborative use of production technologiesthink recording studio, selfpublishing equipment, 3-D printing labs. These spaces need not be youth focused, and can certainly apply to a wider range of patrons. The Fab Lab in Fayetteville, NYs public library provides a cutting-edge example of libraries making the shift into technologies not typically associated with literacy. Mobile library services, in the form of a Bookmobile or traveling technology. RPL had this at one point, and many cities still do. Typically, mobile services travel to daycare centers, senior centers, community events, public market, etc.
33 Not an alternative service delivery model per se, but the idea of devoting space to, or co-locating with, a coffee shop or some type of food vendor is a potential way to generate revenue and to attract clientele. The argument is that this helps libraries seem more relevant in this age of Barnes & Noble/Starbucks where patrons like to hang out, browse, and work in groups. Shared or coordinated services in which community providers deliver services at a library, or vice versa. GED and ESOL classes, tutoring, computer literacy are all ripe for these partnerships. Arnetts Literacy Navigator pilot with Literacy Volunteers of Rochester is a local example of how libraries can identify the need, and then host an appropriate community partner to deliver services in libraries. Cincinnati Public Library made a concerted effort in recent years to link libraries to community-based providers of after-school and summer programming. The library reached out to develop incentives, regular schedules for library visits, and perhaps more importantly worked proactively to reduce barriers. For example, the requirement for a parent signature to get a library card was problematic, so it allowed programs to sign off and accept responsibility for lost item. Some programs such as the YMCA used the library as the focus of 6-week after-school modules, and conducted their after-school programming at the neighborhood library. This is reported to have welcomed more families into the libraries. CGR found one interesting example of a public library taking on service delivery from another part of City government. In the case of Hayward, California, the library took over the community grant-making function of City government, and developed a whole new approach to supporting nonprofits with information and technical assistance. While there was some interest expressed in co-location or actual sharing between school libraries and public libraries, CGR was hard-pressed to identify examples that had relevance to Rochester, beyond the local examples of Highland and Sully, and the recently submitted Local Government Efficiency Grant to assess the Edgerton site. Limitless Libraries in Nashville, Tennessee provide an innovative partnership between a public library system and the school district. Started in 2009, participating school libraries are linked into the public librarys collection development, procurement and search processes. The partnership uses the Citys electronic and procurement resources to help high schools in particular strengthen their collections, and improve access for students and teachers to materials. Students school IDs are used as library cards and requested materials are delivered to schools. The pilot is under evaluation and seems to be resulting in increased circulation and
34 improved access at participating schools, and has just expanded to over 100 elementary schools. As fiscal pressures mount and technologies develop, libraries have implemented various modes of self-service, with the idea that they free up staff time for more productive tasks. For example, self-service checkout lines can both improve the patron experience and allow staff to move out from behind the desk more often. Some libraries are moving toward being cashlessalthough many of the examples we found are not purely cashless at this point. Rather, they have implemented online payment options for a large number of patrons who prefer to pay with plastic, and/or introduced some type of venda-card like currently used at Central. In many cases, there are machines where patrons load their card; these machines do take cash. Being prepared to welcome and support immigrant patrons, especially non-English speakers. The Philadelphia Free Public Library has created translation stations which use flip charts to translate basic library phrases between English and a host of languages. Non-English speakers can point to high-use phrases for patrons like I have a book on hold, or Where can I find a newspaper in ___ language? and the flip charts have the English translation. The charts also translate helpful phrases such as Can I help you apply for a library card? from English into multiple languages. Many stakeholders proposed an alternative way to fund the service of holding and transferring books from one library to another. They suggested a membership with a set annual usage fee for patrons who want unlimited holds. This was suggested by many homeschooling families, who find the current fee structure prohibitive. RCSD teacher were also proposed as a group that might have fees (and potentially fines) waived.
35
Libraries are one of our most valuable assets moving forward. If fully equipped with capable staff and a deep immersion into every neighborhood in the city, they can help us combat some of our most pressing problems (poverty, schools, crime.
I value [my library] most for the extraordinary outreach and community services it provides to the neighborhood and those who are in needduring some of the hectic times, the place is nothing like what I grew up thinking a library should be, but the value added to the community is enormous and the source of real pleasure.
heard loudly that healthy neighborhoods just dont close libraries, and that public libraries are often undervalued as part of the social fabric of the City. Stakeholders spoke about libraries as communal places that draw the entire spectrum of community members, and that knit them to information and resources. Neighborhood libraries are valued inherently as part of vibrant neighborhoods. Community branch libraries are about relationships between staff and patrons, between patrons in a common space, between literacy and citizens, and between the City and its neighborhoods. There is a significant portion of our community members who depend on the neighborhood branch library to connect themto information, to benefits and services, to the Internet, to family members in their native country, to tutoring, to reading material, to caring adults. Both staff and stakeholders reported that there is a large group of patrons that is very local to each library, and that exclusively walks to a library because it is close, small and trusted. The sense that RPL has a strong mission to provide access to the Internet and information, as well as generally promoting literacy and education in communities of need is widely held. 2. Libraries serve an incredible range of customers, and this can create tensions. There are adults who want quiet places to read and teens who may primarily want a safe, positive place to socialize; patrons who demand more e-books and others who need assistance getting on to the Internet. Some look to the library mainly for entertainment, while many others look to the library to get connected to basic needsESOL classes, applications for jobs and benefits. Some patrons worry about the library trying to be all things to all people and want it to focus on more traditional core functions, while other push it to adapt to new ways. Stakeholders know that librarians are serving the entire spectrum of society, and they are aware that it is often an ongoing series of compromises. 3. Tech, tech, tech. The digital divide that limits access to computers and uninterrupted Internet service for people living in poverty is well-documented. While there is a growing understanding that smart phone ownership is increasing among teens and people living in poverty, computer and Internet access is still a large demand, and in fact part of what our community sees as the librarys mission. There are a few needs that library staff and patrons observe:
Staff
We
I think libraries should focus on being a really good library. Libraries are not meant to provide social services. Libraries are meant to provide access to ideas. Please dont close smaller branches. As I get older it provides me with social interactions I might not otherwise have. The small branches are community centers for many of us.
report a growing demand for one-on-one assistance in navigating the computer and web. In particular, middle-aged and
36 older patrons require assistance in very basic tasks such as setting up an email account, but also in digital literacy. This is a clear need that staff do not feel equipped to meetbecause it is non-stop and reoccurring. Arnetts Literacy Navigator pilot could help. The idea of training a cadre of youth to provide this service as volunteers was mentioned as well. A demand for communal space to work collaboratively on the computer. Increased quantity and placement of outlets to enable patrons to work on their own devices within the library. 4. Libraries are increasingly a place where patrons look for jobs. A few service areas in particular expressed this as a key service their library provides, and one that has become increasingly important in What I think should be this economy. One concrete suggestion was to have a few considered, is whether computers dedicated to job searching. These computers could different neighborhoods potentially be used for 2 hours at a time instead of the usual 1, and have different needs from might be pre-loaded with some relevant websites or databases. the library, and whether the
plan is to shape the individual branch depending on its location. I think this is a great way forward. What I would hate to lose though is the traditional space where books are valued, space is given over to readingyou are asked to be quiet. Libraries are magical spaces, especially for children.
5. Libraries are a trusted institution for immigrants, serving as a free, local portal to a variety of resources. In Rochester, there have been just shy of 4,000 refugees resettled since 2007, primarily concentrated in the zipcodes of 14613 (Maplewood), 14608 (Wheatley) and 14620 (Highland). Maplewood in particular has developed an array of community connections and volunteer networks to support English as a Second Language classes and other services to meet the populations needs. The librarys New Americans grant is seen as a positive, although there is some concern about the ability to properly staff and support it. The demand for citizenship classesand the need to better coordinate with RCSD to offer classes in libraries, or to advocate for state funding to provide in librarieswas raised as well.
The original purpose of a public library was to provide free reading material to those who otherwise would not be able to gain access to it. The library needs to return to this modelGet children into the library, by all means, but be careful what you are getting them into the library for.
6. Libraries and youth development. Rochester stakeholders are keenly aware that as a community, we need to do a better job of engaging our youth and they are passionate that RPL can play even more of an active role. They point to the Safe to Be Smart model as a strong starting point which shows that with youth-focused staff and space, many young people will chose the library. From young people themselves, we heard that there are Rec kids and library kids and that the library provides space to be social but productive, safe and in the presence of supportive adults. There is a desire expressed by many to do this in a way that doesnt dilute the librarys focus on literacy.
37 CGR did hear that youth engagement and management is a skillset that RPL should continue to work to develop in staff, and we heard that there is a need to teach young people library etiquette. More specific ideas CGR heard include:
Working
to develop a fine-forgiveness plan that encourages accountability but doesnt deprive youth of the ability to access reading materials. Ideas such as working fines off by helping elders on the computer, re-shelving books or reading were suggested. Also, ensuring that fine-forgiveness opportunities are communicated more widely with library staff, especially with youth workers. The idea that perhaps DVDs and certain materials are restricted when an account is frozen was also discussedso that we arent denying children books because an adult has racked up charges on their card. Another suggestion was to allow patrons to pay their fines down gradually instead of requiring them to pay the entire fee at one time. Later evening hours (till 8, 9, or even 10:00) would better serve older teens. Coordinating programming with the Citys Recreation and Youth Services (DRYS) staff. There was discussion of ways to establish a few key emphases, themes or books across institutions and settings, so that Rochester youth hear common language and take advantage of more opportunities that take the best of each institution. For example, if teaching youth some basic professionalism / soft skills is a priority, library programming and staff can support that and DRYS staff can incorporate literacy into their programming. Libraries dont have enough outlets that are strategically placed to accommodate laptops and charging devicesthis should be incorporated into any new designs. Possibly restrict the type of materials that can be checked out on juvenile cards. Work with RGRTA and RCSD to have after-school bus routes foster access to libraries. 7. Librarian / library staff capacity. As libraries continuously evolve to remain relevant and responsive in Rochester, there are some skillsets that stakeholders feel should be consciously developed. Youth development, community outreach and partner cultivation, public relations and communication and volunteer mobilization were all mentioned as necessary. And, the utilization trends at branches where these skills have been most emphasized seem to bear this out. Research also suggests that the ability to design and manage new projects is emerging as a skillset that
38 is not part of traditional library science degrees. The lack of Spanishspeaking staff was repeatedly raised by many stakeholders, both external and staff.
Dont consolidatelet us continue to walk to you.
I fear the loss of immediacy in neighborhoods where libraries are a lifeline for the elderly and for childrenThe comfort of neighborhood libraries cannot be overestimated.
8. The survey respondents and interviewees do not see any reason to change the current locations of libraries, although they are open to learning more about alternatives, such as outposts. The only area of the City that we heard is not particularly well-served by the existing locations, because of the geography/built environment and norms of these neighborhoods, is the JOSANA/Edgerton area. Even while people do not specifically like the idea of relocating any of the branches, the survey and interviews also support a willingness to learn more and consider various options for what libraries look and feel like, and offer. Co-location is an interesting idea, although stakeholders are quite mixed about the wisdom of sharing space with schools. Some feel it would be a wise use of facilities and staff, and other patrons are concerned that co-locating in places that primarily serve youth can quickly tip the balance toward a youth-focus, at the exclusion of many adult patrons. Safety and the ability to fully serve school and the general community needs were also concerns. CGR heard a range of ideas shared for where library services could be delivered (grocery stores, post offices, Neighborhood Service Centers, the public market, hospitals, etc.) and an openness to thinking about how libraries look different. Some stakeholders that are involved with various schools working on the Facilities Modernization Plan or community schools planning are adamant that we as a community should shift away from thinking of spaces as devoted only to one function. In other words, rather than designing separate library, Rec, community room, and school spaces, we should be aiming for hybrid and flexible spaces. 9. Hours matter. Many stakeholders feel that expanded weekend hours and later evening hours during the week would better meet community needs and help libraries be more relevant. Community meetings are typically held in the late evening range of 7-9, and libraries are not able to offer their community meeting room during high-demand hours. Later hours would also help working families. Sunday afternoon hours in particular were mentioned as a draw for Brighton, and a time that many would like to use the library.
I think the branch library system works very effectively in Rochester. A branch can really cater to the needs of a neighborhood and develop valuable, long-term relationships with patrons. I love the fact that there are so many libraries in [Monroe County].
More hours, weekend hours. Libraries are not open nearly enoughinconvenient during the work week.
I get the sense that the library system is not supporting working adultsA typical working adult cannot get to the library until the evening.
39
In summer 2012, an asset mapping process led CGR and The Childrens Agenda to highlight family literacy as a communitywide need. This is an area that RPL could potentially play a lead role in developing, and could possibly be done in conjunction with the school readiness CAN. The companion document including this idea can be found on CGRs website.
40 books that RCSD offers for free, spreading the word on fine-forgiveness if thats an optionthese are all examples of messages and resources that RCSD and RPL could help each other magnify. Librarians and staff need to become educated in the newly implemented Common Core Curriculum, particularly as it relates to the expectation of complex texts, and a shift to more non-fiction texts10. This is an area in which librarians could help advise parents, students and some schools, and it may also influence collection development. Streamlined access to collections for students and teachers, shared collection development. Limitless Libraries in Nashville, Tennessee linked school libraries into the public librarys collection development, procurement and search processes. The partnership uses the Citys electronic and procurement resources to help high schools in particular strengthen their collections, and improves access to materials for students and teachers. Students school IDs are used as library cards and requested materials are delivered to schools. The Facilities Modernization Plan may or may not include opportunities to physically co-locate libraries with schools. Either way, it will create changes in where children and families are over the next few years, which means that library staff will want to have a sense of the final decisions and timelines. The school board voted to accept the final version in late March, which lays out where the next round of work will happen. However, there are still a few locations that are still under consideration, and so the plan is not finalized. 3. Formal collaboration studies with the City and RCSD. The justlaunching City-funded inventory of all youth development offerings that are currently provided by the Department of Recreation and Youth Services, RPL and RCSD as well as the nonprofit community will provide more information for RPLs planning. Farther in the future, the recently submitted local government efficiency grants around shared facilities and technology would provide the opportunity to assess further facilities sharing. 4. Charter schools. Rochester has a growing charter school enrollment, and most charters do not have their own libraries. Thus far, most have met their need through classroom libraries, but two factors may increase their need to think about providing access to library services. First, more charters are opening or expanding at the high school level (University Prep and Young Womens Leadership Academy are both in Maplewood
10
41 area and Uncommon Schools will open its high school at a yet-to-bedetermined space in 2014), which will increase their need for research skills, more rigorous and extensive texts, and databases. Secondly, the shift to the Common Core also demands more complex and more informational texts. 5. As mentioned, the shifts toward Common Core and toward aligning community providers of after-school and summer programming with literacy outcomes, are requiring providers to strengthen the skills of their staff in these areas. The United Way runs Learning Circles for providers they fund, professional learning communities in which they support each other in learning how to infuse literacy into after-school programming. This need will increase quickly with ELT. It is possible that there is a role for RPL to play in sharing expertise on high-interest texts and modeling read-aloud strategies and literacy activities for providers. Directly partnering with other large providers of after-school programming like the YMCA could also be beneficial. 6. Learning from the Literacy Navigator pilot at Arnett and potentially pursuing a relationship with Literacy Volunteers of Rochester to take on the volunteer mobilization and coordination role is a possibility. 7. CGR is not aware of the design and planning work to date for the MacArthur and IMLS grant for teen-focused Learning Labs, but notes that there is potential to design labs that also align to workforce development / pipeline needs. If that is an opportunity worth pursuing, linking with MCC, RCSDs OACES (Office of Adult and Career Education Services) and some industry leaders could be beneficial. 8. Supporting immigrants in becoming connected to community resources and to citizenship is a growing role for many of RPLs branch libraries, and is likely to continue to be for the foreseeable future. The New Americans grant is a great opportunity for RPL to plug into the growing network of supportive community agencies. Our focus groups enabled some of these connections to start to happen, and CGR will provide a few contact names to management.
42 Question: What is the appropriate balance between planning as a system and planning for 10 individual libraries and their communities? Question: Will the current number, location and staffing models of fullservice libraries continue to meet Rochesters needs? Given the differences in usage statistics and patron transaction habits, are there some libraries that might be better reconfigured or focused on targeted patron services? Are there alternative service delivery ideas that merit further study and modeling? Question: Given the variation in community libraries, what are the meaningful performance measures to use in managing? What role should data have in future planning about staffing, programming and location? Question: In considering the future, what part of RPLs mission will be prioritized? Is there a tension between responding to the evolving and expanding needs its patrons present and being a library? Is there a danger of stretching the system too thin by trying to be all things to all people, or is that consistent with its mission? Question: How can the system diversify and prepare staff for the ways libraries will function in the future? In the short term, what can be done to provide Spanish-speaking staff at a few libraries? How can RPL support librarians in catalyzing effective volunteer mobilization and community partnerships? How can RPL attract and retain high-quality staff vested in the community? Question: What strategic partnerships should RPL invest in pursuing and developing? Will this take an investment of time or personnel to do well? RPL is to be commended for taking stock and proactively engaging in dialogue about what the future holds for libraries in our community.
43
44
45
Library Utilization
There are 12,927 registered cardholders who live in Arnetts service area, which is 62% of the 5-and-over population that can be considered eligible for a library card. Eleven percent of all patrons who live in the City of Rochester are in this service area. To understand usage patterns, we think about this in two ways how do cardholders in general use the Arnett branch library and how do cardholders living in the Arnett area use the library system in general?
High end of the range, which is 6/hour at Charlotte to 20/hour at Maplewood. Below average, within range of 19/hour at Wheatley to 76/hour at Winton. About average, range from 38 at Highland to 122/hour at Maplewood. Above the average, within the 3/hour at Highland - 11/hour at Wheatley range. Above the average, within the range of 13 at Winton - 61 at Maplewood.
Arnett has invested in space and programming for teens, and by most accounts has done a pretty good job balancing the needs of all ages. Stakeholders and staff seem aligned and believe that the library provides good customer service and is pretty connected in the community. The librarian is active in the community, attending neighborhood groups, trying to make connections. Staff report that they are not well-equipped to serve patrons who want to plug in their own laptops while working, and that they cant meet the demand for one-on-one assistance with computers.
46
of all patrons who checked out or returned materials from Arnett in 2012 lived in the Arnett service area. The library also drew 28% of its patrons from the suburbs and 12% from Wheatleys service area. (See tables for complete data.) Transactions showed the same pattern: of all the transactions done at Arnett library, 56% were generated by patrons who lived in the neighborhood, 20% by suburban residents and 12% by Wheatley residents. This branch does draw a critical mass of loyal local patrons who only use this library. 27% of all patrons with 2012 transactions who live in Arnetts service area exclusively used the Arnett library to checkout or return materials; this is about 925 individuals.
of these patrons transactions were conducted at a suburban branch, 30% at Arnett library and 11% at Central. The table shows the top 10 libraries where Arnett residents conducted their activity.
47
Top10LibrariesforPatronsinArnett'sServiceArea
Shareofall2012transactionsbythe3,491patronsinthe areawhohadtransactionsin2012 1 ArnettBranchLibrary(30%) 2 GatesPublicLibrary(12%) 3 BrightonMemorial Library(11%) 4 Central Library(11%) 5 LIBRAWebRenewals(6%) 6 Chili PublicLibrary(5%) 7 WheatleyCommunityLibrary(3%) 8 HenriettaPublicLibrary(3%) 9 Lyell BranchLibrary(2%) 10 HighlandBranchLibrary(2%)
48
RCSD
updates that might affect Arnett: School 16 will remain out of the neighborhood for at least another academic year, but is slated to return to in the 2014-15 year. School 10, (at the old School 37) in the southern part of the service area, will likely be an Expanded Learning Time school, but is slated to move out of the service area; however, this move is still under consideration at the time of writing. School 29 is working to become a community school, working with Freedom Schools. Uncommon Schools is growing its network of charter schools, one of which is in Arnetts area. While its new growth has been in Lyells service area, it is currently looking for a high school location, which could end up being in this area. See the environmental scan section of overall report for a discussion of how this could impact the libraries. Generally speaking, given that charters do not have libraries and that high school students will demand more complex and more nonfiction texts with the Common Core, there are opportunities to build partnerships between libraries and charter schools. University of Rochester students are part of both Arnetts customer base and a potential pool for volunteer partners. It is currently a challenge to satisfy their computer usage demands lack of outlets for example. There is increased need for one-on-one assistance with computers. A sizable portion of clientele need to be walked through getting online, accessing resources, etc. This need is specifically, but not exclusively, related to employment. Arnett has launched a collaborative pilot to addressLiteracy Navigators through Literacy Volunteers of Rochester. They recruit, train and organize volunteers to come in a few hours a week to provide the one-to-one support on computers. This concept is worth exploring. Other demands on staff time, and not having enough staff inhibits the ability to reach outward. Also, not having late evening hours precludes holding many neighborhood meetings in community room.
49
50
Library Utilization
There are 4,734 registered cardholders in the Charlotte service area, which is 61% of the 5-and-over population that can be considered eligible for a library card. Four percent of all patrons who live in the city of Rochester are located in this service area. To understand usage patterns, we think about this in two wayshow do cardholders in general use the Charlotte branch library and how do cardholders living in the Charlotte area use the library system in general?
Charlotte stakeholders and staff seem aligned and believe that the library provides good customer service and is pretty well connected in the community. Head librarians attend and host community meetings, the library has a neighborhood feel, and is working on a garden project. This branch reportedly has a more adult feel, and while it certainly has families that use the childrens room, it does not have a large youth presence. Staff report that the branch is not well-equipped to serve patrons who want to plug in their own laptops while working, nor to support independent quiet work by patrons. They also expressed a desire to better connect with
51 schools in the area, and concern that the branch is not accessible enough to senior citizens living in the area.
of the patrons who checked out or returned materials to the Charlotte branch in 2012 lived in the suburbs, while 20% lived in the Charlotte service area. (See tables for complete data.) Transaction data showed that, of all of the transactions at the Charlotte branch, 55% were generated by patrons from the suburbs while 35% were generated by patrons from the neighborhood. This branch does draw a critical mass of loyal local patrons who only use this library. 27% of all patrons with 2012 transactions who live in Charlottes service area exclusively used the Charlotte library to checkout or return materials; this is about 430 individuals.
Top10LibrariesforPatronsinCharlotte'sServiceArea
Shareofall2012transactionsbythe1,581patronsinthe areawhohadtransactionsin2012 1 Charlotte BranchLibrary(47%) 2 Greece PublicLibrary(14%) 3 Greece PublicLibraryBarnardCrossingBranch(9%) 4 Central Library(5%) 5 LIBRAWebRenewals(4%) 6 IrondequoitPublicLibraryEvansBranchWest(4%) 7 IrondequoitPublicLibraryMcGrawBranchEast(4%) 8 WebsterPublicLibrary(2%) 9 PenfieldPublicLibrary(2%) 10 BrightonMemorial Library(1%)
75% of these patrons conducted at least some transaction at Charlotte branch. 47% of these patrons transactions were at Charlotte library, 39% at a suburban branch, and 5% at Central. The table shows libraries where Charlotte residents conducted their activity.
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could be an opportunity to partner with schools more in the future, in draw more youth to the library. Some relevant factors: At this point, none of the schools in the area are applying to be an Expanded Learning Time school. School 50 is currently under construction and slated to move back next fall, as is Charlotte High School. The Young Mens Leadership Academy which will return to Charlotte could be a small school receptive to partnerships. A Catholic school has recently reopened as well. A few stakeholders and staff mentioned the desire to serve senior citizens more proactively, and there are a few residences with a large concentration of seniors. Obviously, the ongoing redevelopment of the Port, particularly the residential developments, will impact this librarys patron base in the future. Charlotte has a local history flair, and collaborating with the new museum to best meet that need is a possibility.
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54 Highlands residents live in poverty, as opposed to 23% in 2000. (Note: The University of Rochester campus residents are not included.) Highland also has the highest share of foreign-born residents, with 15% in 2007-11.
Library Utilization
There are 8,744 registered cardholders in the Highland service area, which is 46% of the 5-and-over population that can be considered eligible for a library card. Eight percent of all patrons who live in the city of Rochester are located in this service area. To understand usage patterns, we think about this in two wayshow do cardholders in general use the Highland branch library and how do cardholders living in the Highland area use the library system in general?
Lowest, ranges up to 11/hour at Wheatley range. Below the average, within the range of 13 at Winton - 61 at Maplewood.
55 can only link those patrons who had a transaction (checkout, renewal or return) in 2012 to their addresses, which allows us to report that:
The
library drew 41% of the patrons who used the branch in 2012 from the suburbs, 30% from the Highland service area, and 7% of its patrons from the Monroe service area. Transaction data showed that of all of the transactions at the Highland branch, 55% were generated by patrons from the neighborhood, 23% by patrons from the suburbs, 5% by patrons from the Monroe service area, and the rest by patrons scattered throughout the City (See tables for complete data.). Highland does not pull a large number of local patrons who are exclusively loyal to it, compared to the other branches. 9% of all patrons with 2012 transactions who live in Highlands service area exclusively used the Highland library to checkout or return materials; this is about 270 patrons. This number ranged from 9% - 28% across branch libraries.
two-thirds of these patrons conducted some transactions at suburban libraries, while 43% did so at the Highland branch. 40% of these patrons transactions were conducted at a suburban branch, 23% at Highland Library, 16% at Central, 11% online, and 7% at Monroe Library, with the remainder scattered throughout the system. The table on the following page shows the top 10 libraries where Highland residents conducted their activity. Highland, Monroe and Wheatley are the only libraries which did not capture the largest share of transactions generated by residents in their areas.
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of the challenge is that many patrons, particularly twoincome families, use Brighton library, for the space, collection and Sunday hours. Highland is somewhat seen as serving the school and Rec Center populations, which stakeholders report it does well and collaboratively. School 12 is slated to move out during the 2014-15 school year. The process of the new design has been ever-evolving, and seems to be primarily a co-location rather than a plan to share space or resources. Interim plans for the library will be critical. Lack of meeting space, and late evening hours, precludes community groups from using the library as a gathering place. There is a recent and growing population of refugees in the neighborhood, and the library staff does not necessarily feel equipped to provide robust service to these patrons. Plugging in to some of the networks mentioned in the overall environmental scan section of this report, or potentially incorporating the
57 translation station idea from the Philadelphia library system could help. Stakeholders expressed sadness and frustration that there are amazing programs offered, and that very few people come to take advantage of them. There seems to be an opportunity to strategically publicize events bettertargeted outreach, utilization of the neighborhood association, etc. On a related note, the friends groups suggested meeting on a citywide basis at least a few times, to share ideas and problem solve together.
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Library Utilization
There are 17,674 registered cardholders in the Lincoln service area, which is approximately 58% of the 5-and-over population that can be considered eligible for a library card. Fifteen percent of all patrons who live in the city of Rochester are located in this service area. To understand usage patterns, we think about this in two wayshow do cardholders in general use the Lincoln branch library and how do cardholders living in the Lincoln area use the library system in general?
of the patrons who had a transaction at Lincoln branch in 2012, live in the Lincoln service area; Lincoln is one of three branches that drew such a significant share of its residents. The library also drew 27% of its patrons from the suburbs, and 8% of its patrons from the Central service area.
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Transaction
data depicts a similar pattern: of all the transactions at the Lincoln branch, 51% were generated by patrons from the neighborhood, 23% by patrons from the suburbs, and 8% by patrons from the Central service area. This branch has a critical mass of local residents who are loyal to it23% of all patrons living in Lincolns service area who had a 2012 transaction exclusively used the Lincoln library to checkout or return materials; this is about 1,000 individuals.
patrons were almost equally as likely to perform a transaction at the suburban libraries (44% of patrons did so) or at Lincoln (where 39% did so). 29% of them also utilized Central for transactions. Only 20% of the transactions generated by these patrons were done at Lincolnthis is the lowest capture rate of all the branches, which range from 20%-61%. Meanwhile, 44% of their transactions were at suburban libraries. The table shows the top 10 libraries where Lincoln residents conducted their activity.
Top10LibrariesforPatronsinLincoln'sServiceArea
Shareofall2012transactionsbythe 4,053patronsinthe areawhohadtransactionsin2012 1 LincolnBranchLibrary(20%) 2 IrondequoitPublicLibraryMcGrawBranchEast(19%) 3 Central Library(17%) 4 IrondequoitPublicLibraryEvansBranchWest(15%) 5 LIBRAWebRenewals(3%) 6 SullyBranchLibrary(2%) 7 MaplewoodCommunityLibrary(2%) 8 WebsterPublicLibrary(2%) 9 Greece PublicLibrary(2%) 10 Monroe BranchLibrary(2%)
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does not currently have any Spanish speaking staff, which is seen as a problem given the large number of Latino patrons they serve. Both staff and stakeholders mentioned the need to have at least some staff that speaks the language and also reflects the community. RCSD changes that the library should be aware of include the use of School 6 as swing space for a variety of schools in the short term. Also, School 36 is slated to close. School 9 has become an Expanded Learning Time school; at this point, this does not include a formal partnership between the school and RPL, although there are some logical potential connections. Developing that relationship and plan would of course take an investment of time on RPLs part. The lack of a coffee shop or small eatery in Lincolns area was suggested as an opportunity for the library to seek a local entrepreneur that might want to open one in or near the library. It was pointed out that there are businesses very nearby that could potentially be part of the market. Some stakeholders suggested that this community would benefit from an increased emphasis on employment services.
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Library Utilization
There are 11,708 registered cardholders in the Lyell service area, which is approximately 57% of the 5-and-over population that can be considered eligible for a library card. Ten percent of all patrons who live in the city of Rochester are located in this service area. To understand usage patterns, we think about this in two wayshow do cardholders in general use the Lyell branch library and how do cardholders living in the Lyell area use the library system in general?
branch drew patrons almost equally from the Lyell service area and from the suburbs; 37% of patrons with a 2012 transaction at Lyell lived in the neighborhood while 36% lived in the suburbs. The library also drew 6% of its patrons from the Maplewood service area.
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Transaction
data depicts a similar pattern: of all the transactions at the Lyell branch, 56% were generated by patrons from the neighborhood, 24% by patrons from the suburbs, and 5% by patrons from the Maplewood service area. This library draws a large share of loyal local residents who only use it for their transactions. 30% of all patrons with 2012 transactions who live in Lyells service area, exclusively used the Lyell library to checkout or return materials; this represents about 820 individuals. This was the highest loyalty measure among RPL branches, which ranged from 9-30%.
majority (52%) of patrons living in this service area did conduct at least one transaction at Lyell branch, as well as at Central (29% of patrons), suburban branches (27%), and Maplewood (18%). The largest share (41%) of these patrons transactions was conducted at the Lyell branch; Lyell is only one of three branches that captured more than 40% of its residents transactions. Suburban libraries, Central and Maplewood captured most of the other transactions these patrons generated. The table shows the top 10 libraries where Lyell residents conducted their activity.
Top10LibrariesforPatronsinLyell'sServiceArea
Shareofall2012transactionsbythe2,779patronsinthe areawhohadtransactionsin2012 1 Lyell BranchLibrary(41%) 2 Central Library(16%) 3 MaplewoodCommunityLibrary(12%) 4 GatesPublicLibrary(12%) 5 Greece PublicLibrary(3%) 6 LIBRAWebRenewals(1%) 7 LincolnBranchLibrary(1%) 8 IrondequoitPublicLibraryMcGrawBranchEast(1%) 9 ArnettBranchLibrary(1%) 10 Monroe BranchLibrary(1%)
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66 current service area. Lyell staff should be engaged in that study, both in terms of sharing their knowledge of the community and in identifying the impacts on Lyell if a new combined site were developed. School 17s transformation into a community school can be supported by RPL, although it is unclear whether RPL staff is currently involved in the planning process. It is hoped that School 17 will include community space that can be used flexibly to accommodate a variety of community partners and programming. This schools families could absolutely be wellserved by RPL connections. Uncommon Schools is growing its network of charter schools, two of which are in the southern end of Lyells area. In addition, it is currently looking for a high school location, which could end up being in this area. See the environmental scan section of overall report for a discussion of how this could impact the libraries. Generally speaking, given that charters do not have libraries and that high school students will demand more complex and more nonfiction texts with the Common Core, there are opportunities to build partnerships between libraries and charter schools.
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68 recent figures show that 23% of the areas residents live in poverty, up from 17% in 2000. However, Maplewood is still toward the lower end of the spectrum of service areas with regards to poverty rate. Educational attainment levels have increased slightly since 2000. About 16% of residents report no access to a vehicle.
Library Utilization
There are 11,280 registered cardholders in the Maplewood service area, which is approximately 65% of the 5-and-over population that can be considered eligible for a library card. This is the second highest rate of cardholding among city service areas. Ten percent of all patrons who live in the city of Rochester are located in this service area. To understand usage patterns, we think about this in two wayshow do cardholders in general use the Maplewood branch library and how do cardholders living in the Maplewood area use the library system in general?
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Maplewood Library
% 2008 2012 change Notes based on 2012 metrics 16 20 30% Internet sessions/ hour Highest, ranges from 6/hour at Charlotte. 39 43 12% Circulation/hour Below average, within range of 19/hour at Wheatley to 76/hour at Winton. 69 122 76% Door count/hour Highest, ranges from 38/hour at Highland. Reference questions/hour 5 10 94% Above the average, within the 3/hour at Highland - 11/hour at Wheatley range. 40 61 54% Program attendance/program Highest, ranges from 13/program at Winton.
Maplewood is by all accounts bursting at the seams on most days. There are a wide array of tutoring and English as a Second Language classes for all ages, and the library has become a place for youth to be afterschool in a neighborhood without many other options. The library itself is regarded as plugged into the community and has open lines of communication with many of the major organizations.
of the patrons who used the Maplewood branch in 2012 live in the Maplewood service area. The library also drew 33% of its patrons from the suburbs, and 11% of its patrons from the Lyell service area. Of all the transactions at the Maplewood branch, 55% were generated by patrons from the neighborhood, and 20% by patrons from the suburbs, and 14% were generated by patrons from the Lyell service area. 29% of all patrons with 2012 transactions who live in Maplewoods service area exclusively used the Maplewood library to checkout or return materials; this is 871 individuals. These loyalty rates range from 9% - 30% across the branch libraries.
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39%
of these patrons transactions were conducted at the Maplewood branch, 31% at suburban libraries and 9% at Central. The table shows the top 10 libraries where Maplewood residents conducted their activity:
Top10LibrariesforPatronsinMaplewood'sServiceArea
Shareofall2012transactionsbythe3,039patronsinthe areawhohadtransactionsin2012 1 MaplewoodCommunityLibrary(39%) 2 Greece PublicLibraryBarnardCrossingBranch(12%) 3 Central Library(9%) 4 Greece PublicLibrary(6%) 5 Charlotte BranchLibrary(4%) 6 LIBRAWebRenewals(4%) 7 Lyell BranchLibrary(3%) 8 WebsterPublicLibrary(3%) 9 IrondequoitPublicLibraryMcGrawBranchEast(3%) 10 IrondequoitPublicLibraryEvansBranchWest(3%)
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is a sense from some that the library is so vibrantly serving youth and immigrants that it cant serve the regular patrons as wellnot having enough parking, new fiction, etc. The path forward is complicated, because Maplewood is simultaneously seen as over-crowded with poor parking, land-locked, and a community anchor on Dewey, which no one wants to lose. The library has really become a place known for welcoming and serving immigrants. It has taken the initiative to mobilize volunteers and organize language classes, and works to be a resource to the Citys newest residents. The New Americans grant will help expand these services, but there is a concern that RPL is too reliant on volunteers to plan and deliver these services. Ensuring that staff have time to devote to coordinating with refugee providers in Rochester would help. Because the library is a communal place, it is in the position of navigating the change (and sometimes tension) as the community culture expands to include a large number of immigrants. Staff that has interest, capacity and training to do this is critical here. There is increased need for one-on-one assistance with computers. A sizable portion of the clientele needs to be walked through getting online, accessing resources, etc. This is specifically, but not exclusively, related to employment. School 34, on Lexington Avenue, will likely be one of the Expanded Learning Time schools next year. This has two potential implications for Maplewood. First, it could decrease the number of students coming to the library after school, although the library draws students from all over, not just this school. Secondly, expanding the day requires schools to partner very strategically with community partners. It is possible that the library could bring useful expertise and staff time to this effort. CGR notes that even building the relationship with the school to
72 develop a partnership would require an investment of time on RPLs side. Calls for police service are up here and at times the concentrations of youth and also of very different cultures can create tensions. This neighborhood is consistently active in working to strengthen the community, combat crime, increase home ownership, etc. The library has a reputation for working well with community groups; this should of course continue. Two charter high schools have recently opened, and Uncommon Schools is also looking for a secondary school location, which could be in this area. See the environmental scan section of the overall report for a discussion of how this could impact the libraries. Generally speaking, given that charters do not have libraries and that high school students will demand more complex and more nonfiction texts with the Common Core, there are opportunities to build partnerships between libraries and charter schools.
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Library Utilization
There are 11,452 registered cardholders in the Monroe service area, which is approximately 53% of the 5-and-over population that can be considered eligible for a library card. Ten percent of all patrons who live in the city of Rochester are located in this service area. To understand usage patterns, we think about this in two wayshow do cardholders in general use the Monroe branch library and how do cardholders living in the Monroe area use the library system in general?
bulk of patrons (45%) who used the Monroe branch for a transaction in 2012, lived in the suburbs. 28% of the patrons it drew lived in the Monroe service area, and 10% resided in the Highland service area.
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Of
all the transactions at the Monroe branch, 47% were generated by patrons from the neighborhood, 28% by suburban patrons, and 12% by patrons from Highlands service area. This branch draws a relatively small share of loyal local patrons10% of all patrons who live in Monroes service area and had a transaction in 2012, exclusively used the Monroe library to checkout or return materials. These loyalty numbers range from 9% - 30% across branches.
of these patrons performed at least one transaction at a suburban branch, 47% did so at Monroe and 36% at Central. The bulk of these patrons transactions (43%) were conducted at suburban libraries, while 23% were at Monroe and 14% at Central. The table shows the top 10 libraries where Monroe residents conducted their activity; Monroe is one of three branches that did not capture the largest share of transactions generated by patrons in its service area.
Top10LibrariesforPatronsinMonroe'sServiceArea
Share ofall2012transactionsbythe3,963patronsinthe areawhohadtransactionsin2012 1 BrightonMemorial Library(26%) 2 Monroe BranchLibrary(23%) 3 Central Library(14%) 4 LIBRAWebRenewals(6%) 5 WintonBranchLibrary(5%) 6 PittsfordLibrary(4%) 7 CatalogPlusRenewals(3%) 8 WebsterPublicLibrary(2%) 9 PenfieldPublicLibrary(2%) 10 FairportPublicLibrary(2%)
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quality of childrens programming and the separate childrens room were both spoken highly of, although there is a concern that they are under-utilized. An emphasis on creative ways of marketing to various segments of the population could help. Specifically, the friends group expressed an interest in meeting with the comparable group at other branches to share ideas and problem solve. Actively reaching out to the various neighborhood groups (again!) was also suggested. The proximity of the YMCA is seen as an asset, and there are examples of strong partnership. By all accounts, stakeholder and staff would like to continue to look for more ways to capitalize on this, drawing more youth into the library. The lack of a community room, and of separate space to study or meet within the librarys existing space plan is a challenge. Some stakeholders expressed a feeling that this library seems to be on the chopping blockpartly because it is not as busy, partly because many (not all!) of its patrons have means to access other libraries, and partly because its building is one of
77 the few library buildings that could conceivably be attractive to a developer. Staff report an increased need for one-on-one computer assistance with basic functions such as helping patrons access online resources and email. School 23 on Barrington St. is likely to become one of the Districts Expanded Learning Time (ELT) schools next year. While the plans are currently in development, this model of ELT will require strategic relationships with community partners. It is possible that the library could forge a creative partnership with the school. CGR notes that even building the relationship would require an investment of time on RPLs part, and should happen sooner than later if there is interest. Partnering with summer camps could have potential for this branch, given proximity to the YMCA and Cobbs Hill Park. The park is home to several summer campsboth the City-run programming and a chess camp.
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Library Utilization
There are 12,215 registered cardholders in the Sully service area, which is approximately 62% of the 5-and-over population that can be considered eligible for a library card. Eleven percent of all patrons who live in the city of Rochester are located in this service area. To understand usage patterns, we think about this in two wayshow do cardholders in general use the Sully branch library and how do cardholders living in the Sully area use the library system in general?
drew the bulk (44%) of its patrons who had a transaction in 2012 from the Sully service area. The library also drew 30% of its patrons from the suburbs, and 9% from the Lincoln service area.
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Transactions
show the same pattern: of all the transactions at the Sully branch, 56% were generated by patrons from the neighborhood, and 26% by suburban patrons. This branch has a substantial share of local residents who are loyal to it25% of all patrons who live in Sullys service area and had a 2012 transaction, exclusively used the Sully library to checkout or return materials. This is about 800 individuals. This loyalty measure ranged from 9-30% across branches.
under half (46%) of these patrons had a transaction at Sully library, 38% did so in a suburban library, 28% at Central and 21% at Winton. These patrons performed a third of their transactions at suburban libraries, about a quarter at the Sully branch, and 16% at Central. The table shows the top 10 libraries where Sully residents conducted their activity:
Top10LibrariesforPatronsinSully'sServiceArea
Shareofall2012transactionsbythe 3,184patronsinthe areawhohadtransactionsin2012 1 SullyBranchLibrary(23%) 2 IrondequoitPublicLibraryMcGrawBranchEast(16%) 3 Central Library(16%) 4 WintonBranchLibrary(12%) 5 WebsterPublicLibrary(6%) 6 BrightonMemorial Library(4%) 7 LIBRAWebRenewals(3%) 8 IrondequoitPublicLibraryEvansBranchWest(2%) 9 PenfieldPublicLibrary(2%) 10 LincolnBranchLibrary(2%)
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bustling feel is perhaps a challenge for Sullyafter school the library is very full of children and youth (often unattended) and is by some accounts too loud. The space plan is less than ideal, does not really provide for dedicated teen space, nor is it set up with enough electrical outlets, etc. to accommodate patrons devices. We heard about the need to help youth learn library etiquette which is particularly important in a library that serves a large number of youth. Staff willingness, capacity and training are all critical given the primary emphasis on youth. Furthermore, we heard from some adult patrons that this library is more of a youth space, and therefore unwelcoming to many adults. If they cant get there early in the day, while children
82 are in school, they simply choose to use another library (often Irondequoit). We heard a desire to design creative ways of bridging the generational divide. Whether youth could provide computer assistance to adults, or whether theres a way to train a cadre of youth to work or volunteer in the library, this idea would take time to develop and the right person to implement well, but has potential. There is an unmet need for one-on-one assistance with computers. A sizable portion of the clientele needs to be walked through getting online, accessing resources, etc. This is specifically, but not exclusively, employment related. Some strong partnerships have been built through staff relationshipsthe childrens librarian requires children to read before using the computer, the Rec Center and library share space and technology, etc. It seems that there should be a time, place or process where the Memorandum of Understanding and staff practices/relationships between the three institutions can be revisited periodically. This would help to strengthen the unified face presented to residents and could help identify stronger practices and eventually more efficient operations. Scheduling, staffing and staff development are all areas where strategic partnerships between Rec, library and school staff could strengthen the overall experience for children and youth. (These learnings should also inform the City and Districts LGE project about the Edgerton site if it comes to fruition.) The idea of centralizing resources in this space was well-received in this community. Neighborhood groups utilize the community rooms and feel connected to the library. They would love to see a Neighborhood Service Center also included, and they wondered whether the facility could also be used to provide wireless access to larger portions of the neighborhood. School 45 on Clifford Ave. is likely to become an Expanded Learning Time (ELT) school next fall. While the plans are still being developed, it seems possible that the library could be a strategic partner for the school. The ELT model in general demands a new type of community agency-school dynamic, and will evolve over time. If RPL is interested, reaching out sooner than later would be wise, although CGR notes that developing the relationship and plan would require a real investment of time on RPLs part.
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84 25-and-over population who had not received their high school diploma fell from 36% of the population to 29%. The share of the population who had attended some college and who earned degrees both increased slightly.
Library Utilization
There are 9,615 registered cardholders in the Wheatley service area, which is approximately 68% of the 5-and-over population that can be considered eligible for a library card. This is the highest rate of card-holding of any service area in Rochester. Eight percent of all patrons who live in the city of Rochester are located in this service area. To understand usage patterns, we think about this in two wayshow do cardholders in general use the Wheatley branch library and how do cardholders living in the Wheatley area use the library system in general?
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The
Wheatley branch drew a third of its patrons with transactions in 2012 from the suburbs, and 30% from the Wheatley service area. The next largest concentration of patrons (13%) was from the Arnett area. Almost half (45%) of Wheatleys 2012 transactions were generated by patrons from the neighborhood, while 23% were generated by suburban patrons, and 11% by patrons living in Arnetts service area. This branch draws a number of loyal patrons from its service area23% of all patrons with a 2012 transaction who live in Wheatleys area, exclusively used the Wheatley library to checkout or return materials. This is about 500 individuals. The loyalty measure ranged from 9-30% across branches.
patrons tended to use Wheatley and Central fairly evenly, with 44% having a transaction at Wheatley and 41% doing so at Central. A quarter also got or returned materials at Arnett, and 20% did so at suburban libraries. 24% of these patrons transactions were conducted at the Wheatley branch, 28% at Central, and 15% at suburban libraries. The table shows the top 10 libraries where Wheatley residents conducted their activity:
Top10LibrariesforPatronsinWheatley'sServiceArea
Share ofall2012transactionsbythe 2,213patronsinthe areawhohadtransactionsin2012 1 Central Library(28%) 2 WheatleyCommunityLibrary(24%) 3 ArnettBranchLibrary(13%) 4 Lyell BranchLibrary(5%) 5 HighlandBranchLibrary(4%) 6 GatesPublicLibrary(4%) 7 BrightonMemorial Library(4%) 8 LIBRAWebRenewals(3%) 9 HenriettaPublicLibrary(2%) 10 Monroe BranchLibrary(2%)
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community has a growing number of immigrants, a group that in general tend to view the neutral, educational library as a trusted place to find resources and for their children to spend time. This library may want to consider investing staff time and effort in reaching out more actively to new residents (for example at Van Auker St. apartments), or connecting with local resettlement and immigrant organizations. The library currently does not provide robust storytimes for young children. A few mothers expressed this need very compellingly.
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Jefferson
Avenue is one of the Citys Focused Investment areas, and Wheatley provides meeting space for various community groups to meet and plan. The large community meeting room is a real asset, potentially under-utilized. Stakeholders remembered when that room hosted summer movies and community events. To some extent, Wheatley still hosts similar events, but perhaps these could be more widely promoted. School 3, Nathanial Rochester Community School (NRCS) in Corn Hill, will likely be one of the Expanded Learning Time schools next year. This has two potential implications for Wheatley. First, it could decrease the number of students coming to the library after school, although the library draws students from all over, not just this school. Secondly, expanding the day requires schools to partner very strategically with community partners. It is possible that the library could bring useful expertise and staff time to this effort. CGR notes that even building the relationship with the school to develop a partnership would require an investment of time on RPLs side, and should happen sooner than later if interested. Proximity to the University of Rochester and its housing on Plymouth Avenue seems to present an opportunity to organize volunteer tutors. There are other libraries that have had success with this that could hopefully provide contacts; if not, the University has the Rochester Center for Community Leadership that helps to organize student service opportunities.
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Library Utilization
There are 6,841 registered cardholders in the Winton service area, which is approximately 63% of the 5-and-over population that can be considered eligible for a library card. Six percent of all patrons who live in the city of Rochester are located in this service area. To understand usage patterns, we think about this in two wayshow do cardholders in general use the Winton branch library and how do cardholders living in the Winton area use the library system in general?
library drew the majority (55%) of its patrons who had any transactions in 2012 from the suburbs. Twenty-one percent live in the Winton service area, and 9% in Monroes service area. The patrons living in Winton generate a lot of activity, because that 21% of patrons generated the bulk of Winton librarys transactions: 44%. After that, 35% of transactions were generated by suburban patrons, and 10% by patrons from the Sully service area.
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Winton
library draws a number of very loyal local residents. 28% of all patrons with 2012 transactions who live in Wintons service area, exclusively used the Winton library to checkout or return materials. This is about 750 individuals. These loyalty measures range from 9-30% across the branches.
91 last year, has fewer calls than most branches. Please note that these include all calls attributed to the address, even if they are not directly related to the library, staff or patrons.
46 on Newcastle Rd. is likely to be one of RCSDs Expanded Learning Time schools next year. This has two potential implications for Winton. First, it could decrease the number of students coming to the library after school. Secondly, expanding the day requires schools to partner very strategically with community partners. It is possible that the library could bring useful expertise and staff time to this effort. CGR notes that building the relationship with the school to develop a partnership would require an investment of time on RPLs side, but could be beneficial to both parties. The area is becoming more diverse, and library staff report that they are not well-equipped when it comes to serving patrons who speak other languages, particularly Spanish. Diversifying staff and collections are possible solution, and perhaps some of the translation station ideas covered in the environmental scan section of the main report may help in the short run. Some stakeholders perceive that this library is on the chopping block because many of its patrons can access libraries in other areas. Neighborhood usage shows that residents do value the library as part of their urban village. Stakeholders expressed an interest in arranging some citywide meetings for friends groups to meet across all branches. They are interested in sharing ideas and problem solving together.
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Survey
Over 1,400 residents began the online survey, and 1,272 completed it. About two-thirds of the respondents were City residents, and 82% said they are regular users of the libraries. The survey was administered as a convenience samplewith the main promotion vehicle being the library itself. Thus, we know that the respondents are not representative of Rochesters population. Indeed, respondents were overwhelmingly white, female, between the ages of 25-64, and educated. Respondents most frequently visited suburban branches, Central, Monroe and Winton. The
93 survey is helpful in gathering input from those who already value the library, but more resources would need to be invested to assess perspectives from a broad and representative group. CGR notes that these caveats are the reason we did not use the actual survey responses as data points in our report. We do, however, include direct quotations for illustration.
Basic Demographic Data for Each Service Area and for City of Rochester
Lyell Maplewood Monroe 22,634 9% 26% 58% 7% 45% 31% 33% 69% 10% 1% 78% 9% 2% 49% 19% 7% 82% 90% 6% 1% 23% 17% 6% 9% 6% 31% 25% 41% 77% 6% 1% 31% 61% 82% 57% 24% 6% 26% 26% 56% 9% 43% 29% 42% 82% 6% 1% 37% 9% 3% 10% 9% 6% 13% 69% 12% 13% 11% 70% 84% 9% 2% 13% 19,140 22,437 21,895 15,660 11,496 Sully Wheatley Winton Rochester 210,565 7% 19% 64% 10% 29% 20% 55% 78% 9% 1% 24%
Arnett Central Charlotte Highland Lincoln 13,063 8% 22% 62% 8% 50% 36% 39% 63% 9% 1% 2% 2% 2% 6% 15% 11% 85% 80% 58% 57% 65% 35% 14% 15% 32% 13% 30% 37% 16% 11% 9% 65% 69% 56% 13% 16% 26% 6% 4% 9% 8,253 19,780 33,537
Total Population
22,613
% Pop Under 5
7%
% Pop 5-19
24%
% Pop 20-64
59%
% Pop 65+
10%
% Living in Poverty
27%
% Below HS Diploma
17%
52%
% English Only
87%
% Foreign Born 1%
6%
This table provides an at-a-glance overview of the demographic data that is presented in charts throughout the report. CGR can also provide the raw data on 2000-2010 trends in each service area if requested.
% No Vehicle 21% 46% 12% 27% 32% 35% 16% 14% Source: Population and age brackets, 2010 Census; All others, American Community Survey 2007-2011
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Circulation
1999 Arnett 71,998 Charlotte 124,519 Highland 104,806 Lincoln 52,407 Lyell 54,368 Maplewood 66,175 Monroe 150,089 Sully 28,014 Wheatley 37,610 Winton 228,134 Total - All Branche918,120 2008 41,280 98,391 87,173 62,541 59,716 78,118 126,268 30,512 19,688 173,775 777,462 2009 49,981 106,605 86,178 71,183 67,546 78,688 113,769 35,502 28,620 164,537 802,609 2010 52,945 111,448 95,373 69,398 75,983 84,637 106,727 52,799 36,357 161,820 847,487 2011 60,206 109,519 84,043 62,059 82,235 89,388 112,009 52,326 40,488 158,564 850,837 2012 71,729 111,868 80,100 59,547 84,498 87,444 112,498 50,920 38,663 153,697 850,964 % Change % Change % Change 1999-2012 1999-2008 2008-2012 -0.4% -42.7% 73.8% -10.2% -21.0% 13.7% -23.6% -16.8% -8.1% 13.6% 19.3% -4.8% 55.4% 9.8% 41.5% 32.1% 18.0% 11.9% -25.0% -15.9% -10.9% 81.8% 8.9% 66.9% 2.8% -47.7% 96.4% -32.6% -23.8% -11.6% -7.3% -15.3% 9.5%
Door count
1999 Arnett 96,652 Charlotte 95,669 Highland 102,424 Lincoln 95,100 Lyell 66,312 Maplewood 120,663 Monroe 123,770 Sully 43,856 Wheatley 92,873 Winton 104,787 Total - All Branche942,106 2008 82,498 74,909 75,959 105,175 85,829 140,095 94,852 58,001 66,034 108,544 891,896 2009 92,538 87,075 72,322 116,999 84,449 156,317 85,051 63,343 72,451 98,346 928,891 2010 92,088 91,569 73,129 124,426 87,970 219,622 81,436 145,484 74,132 100,240 1,090,096 2011 2012 % Change %Change % Change 1999-2012 1999-2008 2008-2012 13.6% -14.6% 33.1% -5.9% -21.7% 20.2% -32.2% -25.8% -8.6% 27.8% 10.6% 15.6% 41.4% 29.4% 9.2% 103.5% 16.1% 75.3% -31.4% -23.4% -10.5% 175.9% 32.3% 108.6% -8.2% -28.9% 29.1% 11.0% 3.6% 7.2% 20.7% -5.3% 27.5%
92,490 109,793 85,552 90,010 73,804 69,413 117,482 121,557 93,863 93,750 239,454 245,581 84,920 84,869 158,211 120,999 77,127 85,226 112,308 116,346 1,135,211 1,137,544
96
Programs
1999 Arnett Charlotte Highland Lincoln Lyell Maplewood Monroe Sully Wheatley Winton Total - All Branche N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A 3,701 2008 105 119 478 573 225 222 75 261 212 92 2,362 2009 152 172 405 575 258 451 85 244 113 94 2,549 2010 126 180 271 583 385 395 151 305 156 176 2,728 2011 240 305 345 521 522 451 196 358 134 207 3,279 2012 303 383 361 690 355 602 209 482 188 198 3,771 % Change % Change % Change 1999-2012 1999-2008 2008-2012 N/A N/A 188.6% N/A N/A 221.8% N/A N/A -24.5% N/A N/A 20.4% N/A N/A 57.8% N/A N/A 171.2% N/A N/A 178.7% N/A N/A 84.7% N/A N/A -11.3% N/A N/A 115.2% 1.9% -36.2% 59.7%
Program attendance
1999 2008 2009 8,985 3,842 3,605 17,217 3,716 17,670 1,275 7,702 6,970 1,318 72,300 2010 9,741 10,838 6,464 28,851 9,186 23,375 1,927 25,634 10,758 2,878 129,652 2011 8,566 8,412 8,471 22,519 10,254 32,814 1,842 20,802 13,107 2,730 129,517 Arnett N/A 4,829 Charlotte N/A 1,303 Highland N/A 3,671 Lincoln N/A 12,167 Lyell N/A 3,874 Maplewood N/A 8,864 Monroe N/A 1,180 Sully N/A 2,680 Wheatley N/A 7,080 Winton N/A 1,311 Total - All Branche20,400 46,959 % Change % Change % Change 1999-2012 1999-2008 2008-2012 11,861 N/A N/A 145.6% 11,326 N/A N/A 769.2% 11,291 N/A N/A 207.6% 16,736 N/A N/A 37.6% 8,924 N/A N/A 130.4% 37,012 N/A N/A 317.6% 2,915 N/A N/A 147.0% 22,674 N/A N/A 746.0% 7,445 N/A N/A 5.2% N/A N/A 103.5% 2,668 130.2% 182.9% 132,852 551.2% 2012
97