HAYWARDS 21ST CENTURY LIBRARY

AND HERITAGE PLAZA

City of Hayward Public Library | 835 C Street, Hayward CA 94541 | (510) 293-8685

www.haywardlibrary.org

Prepared by: Bruce Engelfried

Course: ILS 385
Date: December 8, 2017
 General Introduction

Community Profile NarrativeIdentified Assets and Challenges

Hayward, California is a city in the East Bay area of northern California. South and

slightly east of Oakland, Hayward is the fifth largest city in the bay area, with a population of

over 150,000 (Hayward History, 2016). Despite this, there is a small-town feel to the downtown

area in which the library is located, with restaurants, small shops and parks. The main

thoroughfare in town, A Street, is pedestrian friendly and is often the center of community

festivals, with music, food booths and even the occasitonl classic car show. Residents of

Hayward are proud of its history and heritage. Incorporated in 1876, it was officially named

Haywards after its landmark hotel; the s was dropped several years later. Today, known as

the Heart of the Bay, Hayward boasts the second-most diverse population of California cities.

It is home to the states first Japanese garden, one of the nations first annual gay proms, and the

longest-running Battle of the Bands in the country. The Hayward Shoreline parks stretch along

the San Francisco Bay on the west side; to the east are numerous hiking trails and nature

preserves. Historic downtown, near the site of the library, features buildings that trace back to

the 1860s, as well as several restaurants. The Hayward Historical Society and Museum boasts a

large collection of artifacts and frequent curated historical collections.

The current Hayward Library, though a bustling community hub, is soon to be replaced

by the years-in-the-making 21st Century Library and Heritage Plaza. Opening day, originally

planned for January of 2018, may be delayed by a month or just a few weeks, but all in the

community are justifiably excited.

Library Profile NarrativeIdentified Assets and Challenges
Assets

An analysis of the current librarys assets will not be much different from an examination

of the new librarys; the soon to be opened new plaza is much larger, certainly, and opportunities

for new programs, and the expansion of current programs in place, will be ample.

Hayward Library serves a community which includes several elementary schools, two middle

schools and two high schools, some within walking distance; students from the nearby California

State University, East Bay, and Chabot College utilize Hayward Library as well. (Certainly

these colleges have their own libraries, but especially with the expanded capacity of the new

library, the anticipation is that their students will frequent their home-town library more than

they do now.)

The librarys location alone is an asset literally in the center of the town. A small post

office is across the street, City Hall just down the block, the local BART (Bay Area Rapid

Transit) station less than a half mile away.

One of Hayward Librarys partners is the Hayward Historical Society and Museum. The

HHSM often plays host to middle school groups on research field trips; starting in the library and

traveling the few blocks up to the museum, they are afforded a wealth of historical treasures such

as maps, photographs, even clothing exhibits from the pioneer days.

Challenges

The challenges central to the Hayward Library have to do with community outreach and

teen programs: both exist, but the current library is not large enough to accommodate the

number of young people in various programs that it should. Outreach to teens has been a

challenge, despite the use of social media and old-fashioned local, in-person appeals, such as at

the library table sometimes set up at the Saurday Farmers Market (which happens up rain or
shine literally half a block from the library). Despite the imminent opening of a spacious new

environment for teens, the challenge is still there: how to get youth to come to the library, to use

it to its full potential?

Existing programs

Existing programs at Hayward Library will in many cases become more comprehensive

with the opening of the new library. As a center of community, educational and social activity,

Hayward strives to keep ahead of the wave, as it were in many cases it succeeds. Programs

include Literacy Plus, a tutoring program with two distinct sections, for children and adults.

Literacy Plus also runs English Conversation Circles for adults, which helps second-language

learners become comfortable in a relaxed, non-classroom setting as they practice everyday

conversation. In addition to the obvious educational benefit it is also a fun, friendly way to learn

about other cultures and countries (Literacy Plus, 2016), (Adult Literacy Tutoring, 2016).

Another service at Hayward is Lawyer in the Library, sponsored by the Alameda

County Law Library. Patrons can make an appointment for a free consultation with an attorney;

the program is staffed by volunteers. Though there are restrictions as to time and availability,

Lawyer in the Library has proven effective and valuable on topics ranging from immigration

law, to divorce, to civil action and housing concerns. (Lawyer in the Library, 2016).

There are other programs, more unique and perhaps more suited to Hayward as a

community. These include the Seed Lending Library, a community seed exchange which allows

users to check out a variety of vegetable and flower seeds to plant in their home gardens. The

program is run through the library by two Alameda County Master Gardeners who volunteer
their time. (Seed Lending Library). Also of community and family interest is Discover & Go, a

nationally recognized partnership between libraries and museums which offers free and

discounted tickets to museums, zoos, aquariums and science centers. Library card holders can

browse for tickets by venue or date; it has proven a popular program at the library for families,

school groups and individuals (Discover & Go, 2016).

Identified Needs

As mentioned, the main identified need for Hayward Library is teen outreach and teen

programs. Though there are programs in place for teens, such as Homework Helper and some

teen book clubs, these are not as well-attended as they might be. The anticipation of the

proposed new spaces used for teens in the new library is to be coupled with outreach for that

demographic. We definitely anticipate more vibrant youth programs in the new library, and

weve had some interest already. There will be much more room, designated spaces for them,

which we dont have here (Hathaway, 2016).

Community demographics

The Hayward Public Library promotes and celebrates the diverse cultural heritage of the

community in all of its services and programs. The Hayward Library is committed to providing

materials and services that support each individuals right to know and that encourage the

development of a lifelong interest in reading and learning. The Hayward Library is a popular

materials and reference center, actively promoting use of its diverse collection through the

assistance of trained and helpful staff. The Hayward Library serves as an advocate and resource

for new readers of all ages (About the Library, 2016).

 In examining the statements components, one finds that the citys cultural diversity is a

main consideration. Haywards racial and political makeups are illustrated in the following

charts.

(Hayward, California, 2016)

Political Affiliations in Hayward

1.4

19.19

78.52

Democrat Republican Independent

(Hayward (California) Politics, 2016)

Though the political makeup (this being northern California) is nothing difficult to deal

with, the majority-Hispanic population, especially as regards language, can be a challenge.

Hayward Public Library has three on staff who are fluently bilingual, others who can get by, in

Spanish (and other languages are represented among the staff). Taking the mission statement to
heart, librarians and assistants, even volunteers, are encouraged to seek out interactions among

patrons who might be struggling with the language barrier. This is especially expected when

dealing with students, whether casual visitors or more formal study groups from the local

schools.

An encouraging statistic is the education attainment level in Hayward: a comparison of

census data from 2000 to 2010 shows (slight) upward trends. High school graduation rate has

increased 4%, those with Bachelors and Masters Degrees have gone up 3% and 2% respectively

(City of Hayward, 2010).

The following charts detail the demographics of Hayward Library patrons. It is clear that

teens, at whom the new programs are aimed, are not the main demographic group. 14-18 year old

patronage has only increased by 4.6 %. That said, young people are among those for whom the

library can be the most valuable community asset; also, the demographic chart is compiled from

the 2010 Census. With the ever-increasing general population, many attracted by the tech

companies in San Francisco and San Mateo, it is notable that library personnel deem it necessary

to continue to try to attract families adults, children and teenagers to the library. Teen library

use can often drop off as young people grow and find other, less school-oriented activities, and

reaching out to them with various programs can never be thought of as anything but a plus.
DEMOGRAPHIC PROFILE HAYWARD PUBLIC LIBRARY
Library Profile NarrativeOur History

In 1906, the then-Hayward Free Library was in an adobe building a mile from its current location:

Since 1950 it has been in this building:

In early 2018, the library will be across the street, and years ahead:

The new library is to be the most environmentally sustainable public building in Hayward

and will serve the Hayward community for the next hundred years; an artists rendering

appears below. (Hayward's 21st Century Library and Heritage Plaza, 2015). The change, drastic

though it is will in a way be nothing new to the Hayward libraries, really; starting in 1867 the

town has had a library.

 Reproduction of an 1880s map of Haywards, California

Back then the town was called Haywards; in those days the town library, like the post

office, moved around to various buildings as room allowed (Hayward's 21st Century Library

and Heritage Plaza, 2015). Known in 1867 as the Haywards Free Library, it has always been

supported and embraced by the people of the town, which then served as a starting off point and

a crossroads for settlers and miners who came to California to make their fortune. It is telling

that the library was one of the first of the towns permanent fixtures (despite its aforementioned

moving around), predated only by the adobe settlement of Rancho San Lorenzo, which was

given to Guillermo Castro by a Spanish land grant. Castros donated land later became the city

of Hayward; the neighboring town of Castro Valley bears his name. An earthquake in 1868

destroyed much of Rancho San Lorenzo (the Hayward Fault runs right under the area) but the

Free Library was one of the buildings left standing.

Library statistics

From FY 2016-17

Cardholders: 108,361

Visitors per year: 378,662 [This number is significantly lower than average due to the ongoing
construction; the average number of visitors per year is generally 500,000 to 550,000
(Hathaway, 2016).

Number of Employees: 48 individuals / 34.1 FTE

Volunteers including Friends of the Library: 15 30

Total Circulation: 598,122

Items in Collection: 165,207

Vision, Mission, Goals, and Objectives

Vision Statement

The library has a statement (below) which serves as both mission and vision. However,

if I were to write a vision statement for Hayward it would be as follows, taking into account the

21st century focus of the new library:

The Hayward Library seeks to serve its community well into the 21st Century, and to this end

provides support for education at all levels, serving as a liaison to schools and universities including

online institutions. As a vibrant, adaptable community center, the Library supports the city and its

people by providing resources and materials for endeavors ranging from educational to social and

political, with an eye toward successful and ongoing community development. The Library will become a

crucial, fundamental part of its patrons education and lives, both social and professional, through its

ongoing programs. Utilizing all resources available, Hayward Library will, in tandem with the

community, continue in to the next century as a vital part of East Bay society.

Mission Statement

The Hayward Public Library promotes and celebrates the diverse cultural heritage of the

community in all of its services and programs. The Hayward Library is committed to providing

materials and services that support each individuals right to know and that encourage the
development of a lifelong interest in reading and learning. The Hayward Library is a popular

materials and reference center, actively promoting use of its diverse collection through the

assistance of trained and helpful staff. The Hayward Library serves as an advocate and resource

for new readers of all ages.

Outreach Plan Program Goal

Hayward library will develop, with the help of its Youth Service personnel and with teen

volunteers, in coordination with the Hayward Historical Society and local high school teachers, a

book club program, aimed at increasing both interest and use of the library among teens. (The

Friends of the Library organization, consisting as it does of volunteers young and old, will also

be a valuable partner.) This program (outlined in the Powerpoint presentation) will be based on

a calendar-year model, with books and activities designed to appeal to the teenage demographic.

Among other aspects of the librarys mission and vision statements, these programs will

concentrate on the goals of the development of lifelong reading and learning.

The Program Objective

The program objective is to encourage teens to be involved with the library, both in aid of

their education and as part of the community. Middle schoolers will work with high schoolers

on craft projects and all will participate in the book club discussions.

The Program Focus

The focus of the program is on teens themselves; but components of the program will

encourage those teens to be involved with the younger set some of the activities during the year

will actively encourage such things as helping with costume design for the younger kids
Halloween parade and party. Middle schoolers will be invited to join in the book group; YA

title choices generally span middle to high school reading levels. Harte Middle School students

are a target demographic, as is Tennyson High School. Outreach efforts will also target other

schools such as Silver Oak Montessori Charter High School. Local author Mike Jung

(Unidentified Suburban Object) has, aside from YA novels, written several articles and blog

posts about writing and, after a recent in-library appearance, might be prevailed upon to become

a mentor for the teen writing group.

Statement of need

The relatively low demographic numbers of teens in the community is actually a plus: the

teen program can start small with a good focus on what aspects of the program teens like and

what they would like to see changed. As the program progress, the library will gain more of an

audience among teens, and with the dual attention paid to middle schoolers the program will

be kept viable.

Encouraging youth to both participate and help shape the program is a good way for them

to bond, as it were, with the new library. In the current building, space has always been at a

premium; the new library has several meeting rooms, and one more when needed will be

dedicated to the teen program. Its difficult to say how many kids will sign up, and with a lot of

programs there is attrition. But the new space is especially attractive and theyll finally have

rooms of their own to utilize (Vien, 2016).

What is your Target Group?

According to Hayward Unifieds School Accountability Report Cards, our target schools

populations break down as follows

Bret Harte middle school:

Grade 7 -337

Grade 8 295; total enrollment 632

Tennyson High:

Grade 9 -307

Grade 10 -338

Grade 11 -342

Grade 12 -307 total enrollment 1294

Estimated number of potential participants

The raw population numbers here seem daunting no teen library program could

accommodate 1,926 students but a realistic look at the program, and at other youth library

programs, gives us easier numbers to deal with. Flyers will go to English departments at

schools; some of the students do not live locally; some of course have other after-school

activities. The program is designed to be divisible that is, if there are too many participants,

available space will allow, for instance, parallel book club group sessions. Depending on the

program component field trip the Historical Society, Movie Night there will be a necessary

first signed up, first served, but that is to be expected. If the initial program itself is wildly

successful more than 20 students per school with a strong interest adjustments will of course

be made for expansion if library and parent volunteers can be found.

Potential partners based on your assets assessment.

Partners:

Schools: Bret Harte Middle School, Tennyson High School [teachers from each will be partners,

some as activity leaders during the year at the library, as well as advocates/publicists for the

program.

Hayward Area Historical Society: Diane Curry, archivist

Hayward Regional Shoreline Parks: Julie Bueren (Park Ranger)

Potential collaborators include:

From Hayward Music Center: Mr. Casey (mandolin lessons, tour)

Renee Rettig, owner of Books On B, both of whom have expressed interest in hosting writing

workshops.

Local authors (Mike Jung, Alec Nevala-Lee, g, Alec Nevala-Lee)

Available library physical space

The book club will meet in the large Youth Meeting room in the new library, The space will be

much better than the previous library youth area,

-which, though a designated space, is not set apart from the library at all. The new librarys

youth accommodation will be similar to the current Castro Valley teen room:
 and will be separated from the library proper by floor to ceiling glass walls

and doors. In addition to the room there will be a study space that can double as a media and

game room for the program.

Skills of your Staff

Hayward Librarys current staff has one specialist in collection development of both

Junior and Young Adult titles Lindsay Vien, Education Services Manager. Supervising

Librarian Clio Hathaway has years of experience as a Youth Librarian, and Sally Thomas

(another supervising librarian) has run childrens programs at Hayward. According to Sean

Reinhart, Library Director, the new library aims at more fully staffing to accommodate young

patrons. Well be hiring new librarians in the next two years, and the goal is to have two for

youth services (Reinhart, Interview wih Library Director, 2016). Sally Thomas has a keen

interest in readers advisory; as an intern at Hayward she was tasked with writing a what to read

next YA blog for the library website.

Marketing and Communications Programs and Initiatives

The challenge of any new program is marketing. How will you reach your target

audience; how will you know youre reaching them? Promotional materials for the program will

address both questions.

Print materials such as flyers will be posted throughout the library, and distributed to

each school. Books on B (local independent bookstore), the Hayward Historical Society, and

City Hall each have community bulletin board spaces the library will use. One hands-on
method of distribution will be at the Saturday Farmers Market. The library often has tabling

events there; early participants in the book club program will be enthusiastic promoters to their

peers. Signup sheets and interest forms will be a good way to quantify numbers of interested

parties (and these will be reconciled at actual book club events).

The Hayward library has, of course, a website, and Facebook page. For youth services, it

is thought that the Twitter page (@HaywardLib) and the Instagram account, both connected to

the website, might be the best media with which to reach the target audience. As with most

social media presences, frequent posts and updates are key. Lindsay Vien already enlists some

of her teen volunteers when it comes to social media posts and they will be instrumental in

reaching their peers.

References

About the Library. (2016). Retrieved November, 2017, from Hayward-ca.gov:

http://www.hayward-ca.gov/public-library/using-library/about-library
Adult Literacy Tutoring. (2016). Retrieved Dec 9, 2016, from Hayward-CA.gov:
http://www.hayward-ca.gov/public-library/services/adult-literacy-tutoring
Area Vibes. (2016). Retrieved November 25, 2017, from Hayward, CA Demographics:
http://www.areavibes.com/hayward-ca/demographics/
Beyond Books. (2016). Retrieved Dec 2, 2017, from Hayward-CA.gov: http://www.hayward-
ca.gov/public-library/resources
Budget Documents. (2016). Retrieved Nov 28, 2017, from Hayward-CA.gov:
https://www.hayward-ca.gov/your-government/documents/budget-documents
Capital Improvement Program. (2016). Retrieved Dec 10, 2017, from City of Hayward:
file:///C:/Users/bdeng/AppData/Local/Temp/ET_Current_Adopted%20_FY17-
%20FY26_CIP_2.pdf
City of Hayward. (2010). Retrieved November 21, 2017, from BayAreaCensus.gov:
http://www.bayareacensus.ca.gov/cities/Hayward.htm
Demographic Profile Hayward Public Library. (2017). Retrieved from
file:///C:/Users/bdeng/AppData/Local/Temp/Hayward%20Public%20Library%20DP2010
-1.pdf
Discover & Go. (2016). Retrieved Dec 1, 2017, from Hayward-CA.gov: http://www.hayward-
ca.gov/public-library/resources/discover-go
Friends of the Library. (2016). Retrieved November 10, 2016, from Hayward-CA.gov:
http://www.hayward-ca.gov/public-library/get-involved/friends-library
Hathaway, C. (2017, November 23). Interview with Supervising Librarian. (B. Engelfried,
Interviewer) Hayward, California.
Hayward (California) Politics. (2016). Retrieved November 20, 2017, from City Stats.org:
http://city-stats.org/ca/hayward/politics/hayward-politics-data
Hayward History. (2016). Retrieved November 20, 2017, from Hayward-ca.gov:
http://www.hayward-ca.gov/discover/hayward-history
Hayward, California. (2016). Retrieved November 20, 2017,, from City-data.com:
http://www.city-data.com/city/Hayward-California.html
Haywardlibrary. (2016). Retrieved Dec 1, 2017, from Instagram.com:
https://www.instagram.com/haywardlibrary/
Hayward's 21st Century Library and Heritage Plaza. (2015). Retrieved November 20, 2017,,
from HaywardLibrary.org: http://www.haywardlibrary.org/
Homework & Research. (2016). Retrieved Dec 1, 2017, from Hayward-CA.gov:
http://www.hayward-ca.gov/public-library/resources/homework-research
Lawyer in the Library. (2016). Retrieved Nov 20, 2017, from Hayward-CA.gov:
http://www.hayward-ca.gov/public-library/services/Lawyer
Literacy Plus. (2016). Retrieved Nov 1, 2017, from Hayward-CA.gov: http://www.hayward-
ca.gov/public-library/resources/literacy
Our Story Starts With You. (2016). Retrieved Nov 22, 2017, from Hayward Area History.org:
http://www.haywardareahistory.org/
Reinhart, S. (2017, Dec 8). Interview wih Library DIrector. (B. Engelfried, Interviewer)
SARC 2015-16. (2017). Retrieved Dec 2, 2017, from Hayward Unified School District:
https://www.husd.us/SARCs
Seed Lending Library. (2016). Retrieved Dec 2, 2017, from Hayward-CA.gov:
http://www.hayward-ca.gov/public-library/resources/seed-lending-library
Valdez, T. (2017, Nov 20). Interview at Hayward Public Library. (B. Engelfried, Interviewer)
Vien, L. (2017, November 23). Phone Interview with Education Services Manager. (B.
Engelfried, Interviewer) Hayward, CA.
Volunteer Opportunities for Teens. (2016). Retrieved Dec 5, 2017, from Hayward-CA.gov:
http://www.hayward-ca.gov/public-library/get-involved/volunteer-opportunities-teens