Running head: COUNTY OF LOS ANGELES PUBLIC LIBRARY: PART ONE

Developing a Strategic Plan for County of Los Angeles Public Library

Part One: Mission, Vision & Value Statements, Environmental Scan, and SWOT Analysis

Sara Brylowski

San Jose State University

School of Library and Information Science

Professor Robert Boyd

INFO 204-13

March 24, 2017

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Abstract

This article examines the strategic planning for one of the nation’s largest public libraries,

the County of Los Angeles Public Library, and is the first of two parts. This organization

provides services to diverse groups throughout the County of Los Angeles, and perhaps beyond.

A review of recent literature regarding the relationship between libraries and the marginalized

communities they serve is discussed in this paper along with an environmental scan of the

organization, which includes a discussion about the organization’s history, funding, economic

and political changes that have affected this organization, sociocultural factors, vendors,

competitors, technological developments, and legislative and regulatory developments, and a

SWOT analysis. An ideal mission, vision, and value statement is also presented.

Keywords​: County of Los Angeles, underserved, SWOT, environmental scan.

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Developing a Strategic Plan for the County of Los Angeles Public Library

Part One: Mission, Vision & Value Statements and Environmental Scan, and SWOT

Analysis

The County of Los Angeles Public Library system service area spans an area over 3,000

square miles, has served over 3.4 million residents (Statistical Information, 2016), and is ranked

as the 3​rd ​largest public library system in the nation based on the population served with total

collection expenditures (The Nation’s Largest Public Libraries, 2014). The County of Los

Angeles Public Library system serves a very diverse population and provides services to anyone

who has a valid County Library card and even state residents who may not be cardholders. In the

beginning of 2016 the County of Los Angeles Public Library appointed a new County Library

Director, Skye Patrick, who actively sought input from the community about how to better serve

them during her visioning sessions which occurred from September 2016-November 2016. The

strategic plan goals that were developed during these visioning sessions are currently in the

process of being implemented.

Literature Review

Libraries strive to provide services and information for the populations they serve

whether it's a specific clientele, the general public, or citizens of the local community. According

to the published interpretation of the ALA Library Bill of Rights, libraries and LIS professionals

have an “obligation to provide access to resources and services for community members,

regardless of sex, gender identity, gender expression, or sexual orientation” (ALA, 2007). If

people do not see themselves in the library and using the services it provides, the needs of those
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information seekers remain unaddressed since they do not engage with the library. Libraries must

remain sensitive to the unseen communities they serve to meet the information needs of these

underserved communities. “Libraries have a long-standing philosophical and ethical commitment

to provide relevant resources and professional services to even the smallest, poorest, and most

disadvantaged communities” (Frederiksen, 2016, p. 146). Mathson and Hancks (2007) opine that

the purpose for the existence of libraries is to enable freedom of thought by providing access to

information that might otherwise be unattainable. Thompson (2012) writes that marginalized

communities need to hear the voices and stories talking about the same issues and themes that

are important to the community they identify with by stating, “Library collection development

and services need updates in order to be relevant and welcoming to [marginalized] community

members.”

Gross, Mediavilla, and Walter (2016) state that while other books examine the role of

outcome evaluation in libraries, no volumes exist on outcome-based planning and evaluation for

public libraries. Library managers, grant writers and anyone else developing and implementing

or evaluating new library programs and services for the public, are the audience for their book

(Gross et al, 2016). Evaluating library programs is an essential part of the strategic planning

process. The activities of strategic planning and evaluation require time, resources, training and

participation from all stakeholders to be performed well. This book helps the organization in a

step by step process in the analysis of a program. McLean (2016) describes Outcome-Based

Planning Evaluation (OBPE) as a holistic planning approach which combines the quantifiable

outcome of existing library programs and services with planning for the new or revised delivery
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of programs and services. This strategy, according to Powell, can assist the library staff in

measuring the impact of their programs (Powell, 2016). Part of this literature review will discuss

the strategic process of outcome-based planning and evaluation of public libraries, with specific

consideration for the County of Los Angeles Public Libraries.

Their strategies of evaluation have been reviewed and accepted, and the authors have

success with workshops that are built as step by step teaching for the staff of public libraries.

Powell (2016) states the authors provide a framework for planning and assessment. The authors

organize their process around the five phases of outcome-based planning: (1) gathering

information, (2) determining outcomes, (3) developing programs, (4) conducting evaluations,

and (5) leveraging the library’s role (Powell, 2016).

Effective evaluation will lead libraries to modify less effective programs or to shutter a

program entirely, which would enable a transfer resources to more responsive programs and

services (Powell, 2016). Using the methods outlined in the book, public librarians will generate

and enhanced bottom line to have a program or service that is generated from community

concerns and will have community partners to share in the work and the results (Gross et. al,

2016). According to Anderson (2016), time-strapped staff will appreciate the effective strategy

to design and evaluate programs and proving the overall value of the library to the community.

The model can be used to guide any library project, large or small (Gross et al., 2016).

Designing new services provides an opportunity to initiate the OBPE model to ensure that

program planning, development and evaluation are found on desired user outcomes (Gross et al.,
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2016). Additionally, existing services and programs can also be reexamined and revised, to

incorporate target outcomes as part of the normal ongoing planning and evaluation.

LGBTQ

One group that remains underserved and underrepresented in the public library setting are

LGBTQ youth. This group is at risk of social isolation, as many marginalized populations are,

but face a different set of challenges stemming from this isolation that are unique to them. These

challenges typically relate to identity formation. Studies have shown that “when LGBTQ and

gender variant youth are not given opportunities to form positive identities through various

information searches, this group has a propensity for depression, homelessness and suicide”

(Robinson, 2016). Public libraries can play a vital role for these individuals by providing a safe

space for information seeking during the process of coming out. With lack of support from

friends, family, religious institutions or schools, public libraries are sometimes their primary

resource. They provide a safe and anonymous space to conduct web-based searches that these

youths may not feel comfortable conducting at home, as well as access to a variety of materials

in print. Library staff can do their part to make sure that these resources are reliable by ensuring

that materials within the library are accurate, up to date, assigned to proper subject headings and

are easy to find.

Another way public libraries can aide this group is by removing unnecessary filtering on

library computers. As Robinson mentions, “LGBTQ content is singled out for censorship by

many of the most prominent filters used in school and public libraries. Many of these filters

contain a pervasive anti-gay bias in filtering results” (Robinson, 2016, p.167). Libraries can also
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help by removing physical barriers in the library itself such as creating unisex bathroom facilities

and eliminating the need for individuals applying for a library card to indicate whether they are

male or female during the application process.

Past research has indicated that members of the LGBTQ community, historically, have

not been comfortable visiting or using materials from their library (Thompson, 2012). There has

been a recent push to improve library services for the LGBTQ community, but there are specific

behaviors in information seeking that members of the transgender community experience that

other members of that group of information seekers do not (Thompson, 2012). Also, the needs of

the trans community tend to be sustained throughout their life versus centered on the focal point

of coming out that gay and lesbian experience, and transgender people tend to look for specific

information such as legal, emotional, and health in addition to looking for services such as

finding support groups and counselors, activism, appearance, and safety issues (Thompson,

2012). Regarding libraries as an information source for the transgender community, libraries

rank toward the bottom but peers and internet rank first and second (Thompson, 2012).

Information provided by libraries for these issues can be outdated, reducing their relevancy,

which would be assuaged through collection development, increased searchability, and creation

of targeted collections (Thompson, 2012).

In one study, to see whether self-checkouts had an impact on the behaviors of the

LGBTQ community checking out books, select LGBTQ and non-LGBTQ materials were tracked

at Central Michigan University’s Park Library for one academic year to track whether those

materials were checked out more via self-check or circulation desk and to see if having
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anonymity impacted that community’s inclination to check out those works. The study

determined that the impact of being able to check out potentially embarrassing materials via

kiosk with materials on LGBTQ topics is largely unknown due to the flaws of the location of the

kiosks in the library (Mathson & Hancks, 2007). The findings of behaviors at an academic

library cannot necessarily be transferred to a public library because checking out academic titles

in an academic setting might have a reduced stigma (Mathson & Hancks, 2007). Facing

different challenges, members of the trans community generally seek information in private and

have less hesitancy in asking difficult reference questions when doing so online and behind a veil

of anonymity, suggesting that online Libguides for marginalized communities help reduce

barriers to information (Thompson, 2012).

The public nature of modern libraries curtails freedom of expression through the reduced

privacy of checking out materials at a circulation desk which affords the least privacy of any

transaction at the library (Mathson & Hancks, 2007). “Because of the stigma often associated

(even now) with homosexuality, we believed students may be more hesitant to check out

LGBTQ titles than other materials, especially when it is primarily peers who staff the circulation

desk” (Mathson & Hancks, 2007, p.29). A critique of self-checkouts is that they dehumanize

libraries by reducing the quantity of human interaction, however, the counter argument is that

people like to be self-reliant in their daily transactions and that libraries have to match this new

normal of a tech- savvy society to stay relevant (Mathson & Hancks, 2007). The concept of

privacy is largely absent in literature analyzing the benefits of self-checkout, but when exploring

the reluctance of members of the trans community to utilize their library, they cite fears of not
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wanting to out themselves, fear of discrimination, fear of being outed, experiencing discomfort

from library staff, past negative interactions, fear of assault or injury, and even fear of being able

to use the proper restroom (Thompson, 2012). “To ensure patron privacy, libraries should

consider installing self-checkout kiosks so that patrons can check out their own materials and can

avoid displaying publicly or to a staff member the materials they are using” (Thompson, 2012).

The LGBTQ community is another marginalized group that should not have to feel this

way, especially in a library, nor anywhere for that matter. Librarians and educators can make a

difference in this community (Parks, 2012). When a community is well-informed about such

topics there is greater respect and or understanding of the issue. It is important to make the

LGBTQ community feel welcomed and to give them a sense of belonging. Librarians and

educators have an obligation to help connect adolescents with the appropriate reading material

for their diverse interests, even if it is controversial (Parks, 2012). Parks (2012) discusses how

Booktalks are helping connect patrons to LGBTQ material. It is important that the County of Los

Angeles Public Library have similar programs to include LGBTQ reading material so that those

within the community feel welcomed and not isolated.

Disabled

Hyder and Tissot (2012) dive into the how certain reading groups within the library feel

more like outsiders, marginalized, rather than other reading groups who use library services. The

information found focuses on the visually impaired people (VIP) and how even though libraries

make an effort to accommodate and help them feel included, they feel more excluded than

included due to a number of factors. The data was gathered from five members of a VIP group
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from a public library, spanning from ages 50 – 80, male and female, and at various stages of

visual impairments, such as blind since childhood or age-related visual impairment (Hyder &

Tissot, 2012). The information shared from these group members revealed that even though

libraries make an effort to include the VIP, they often feel uncomfortable joining ‘normal’

groups due the fact there may not be reading material available for the VIP there, thus making

them feel uncomfortable and useless in the group. Information gathered here should be applied to

the agenda of the County of Los Angeles Public Library. We should be looking for social justice

for all patrons (Hyder & Tissot, 2012).

Immigrants

One marginalized group that the County of Los Angeles Public Library might interact

with the most would be immigrants. Los Angeles, San Jose, New York City, and San Francisco

have the highest concentration of immigrants, which are 40%, 38%, 37%, and 36 % respective to

their populations (Shen, 2013). Los Angeles is a melting pot of so many cultures and people.

Public libraries need to be instrumental in helping serve the immigrant community with the

various tools needed. “Immigrants are strongly interested in library services and deem the local

library as information provider and a learning and social space” (Shen, 2013, p. 4). However,

some factors make immigrants feel marginalized from the rest of the library patrons. These range

from a language barrier, socioeconomic status, technology literacy, and even literacy in general.

Libraries are making an effort in helping aid immigrants with these issues through various

programs and innovations. However, with that said urban public libraries have been underfunded
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and understaffed for years (Shen, 2013). If that is the case, then urban public libraries are not

filling the needs of the immigrants who value the public libraries for so many resources.

The County of Los Angeles Public Library holds a distinctive position as part of an urban

center with a large population of immigrants. This population utilizes public library services for

a variety of important reasons. Spaces such as libraries are often a haven for immigrants who

have newly arrived and are trying to communicate with loved ones via free public computers or

are searching for housing or jobs. Libraries also offer access to legal resources that they can use

as aides in applying for permanent residency. Other libraries in the community such as the Los

Angeles Public Library (LAPL) have worked towards addressing these needs for many years,

including adopting a pilot program in 2012 that placed citizenship resources in each of their

facilities. These included information fliers, brochures and vocabulary and civics flashcards in a

variety of languages (Chapralis, 2014). The LAPL also established trainings for staff members

on how they can be more sensitive to the needs of this group and better assist in directing

immigrants towards resources that can aide them in the citizenship process. Offering services

such as these can help foster a sense of community and create lifelong patrons and advocates for

the public library system.

Populations in Poverty

There is undoubtedly a relationship between poverty and homelessness. Those living in

poverty struggle to keep their housing, struggle to put food on the table, have difficulty paying

for things like childcare, healthcare, education, and are oftentimes a disaster away from

becoming homeless. Per the Census Bureau’s Income and Poverty in the United States 2015
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report, there were​ ​43.1 million people in poverty, with many of them women and children

(Proctor & Kollar, 2015).

Education has been said to be the key to escaping poverty and public libraries can help

create a pathway to education. Although public libraries may not be able to solve the issues

surrounding poverty and homelessness they can still certainly play a role in alleviating some

symptoms by providing a safe public space that allows them equal access to information and

resources. The American Library Association (ALA) is aware of and states barriers to equal

access for people experiencing poverty and homelessness such as:

Library card or access policies requiring a permanent address; prohibitive fines, fees or

other penalties or the perception that services incur fees; staff who are not trained in

service to people who are poor or homeless or who are made uncomfortable by prejudices

against people who are poor or homeless; limited promotion at the community centers

and organizations (food banks, shelters, after-school programs) which serve people

experiencing poverty or homelessness; limited access to the library building by either

limited means of transportation or service hours; [and] lack of programs or resources that

address people’s experiences or current situations. (ALA, 2016)

In addition to the barriers just mentioned, libraries hoping to better serve this population may run

into difficulties developing and implementing outreach programs quite simply because they are

targeting the homeless as if they were a homogenous, coherent group of people which only

serves to highlight their differences and alienate them and “other” them, and as Muggleton

(2013) argues this undermines the libraries’ objectives (Muggleton, 2013). Muggleton stresses
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the importance of not labeling a potential library user who is experiencing homelessness as a

‘homeless person’ because it doesn’t define who they are as a person and “…to draw conclusions

about a person’s identity…or other aspects of their life which are pertinent to library provision

based on their homeless status is often at best misplaced, and at worst completely prejudicial”

(Muggleton, 2013, p. 11). Libraries cannot view homeless people as problem patrons and

stereotype them in any way or anyone for that matter. The needs of homeless families and

individuals may differ on a case-by-case basis, and they just want to blend in and not be an

outsider to society. Alienating homeless people infringes on their rights as people and goes

against the ALA Code of Ethics which includes providing equitable access to all free from bias.

As Brimhall-Vargas stresses in his address at the Symposium on Diversity and Library

and Information Science Education at the University of Maryland in 2015, libraries play a crucial

role in filling an information access and technology disparity that exists for people in certain

socioeconomic groups. Students and other young people are particularly important to look at.

Brimhall-Vargas points out that “it is now commonplace for universities and some PK–12

settings to require not just a computer but robust Internet access as well” (Brimhall,-Vargas,

2015, p.194). As many people in these groups may not have these things at home, it is

imperative that public libraries fill that gap. Brimhall-Vargas suggests creating “positive

climates” that reflect the cultural makeup of the community that the library is based in so that

these young people feel welcome and understood.

A study done by Anderson, Simpson, & Fisher (2012) examined the relationship, roles

and potential for library staff, specifically librarians and library assistants to help homeless
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library patrons. This study found that most of the library staff surveyed reported that there is a

lack of formal training and preparation for helping homeless people, but that library staff would

be interested in receiving training to better serve their homeless patrons. Such training should be

extended to all library staff who may encounter homeless library patrons (Anderson, Simpson, &

Fisher, 2012). Anderson et al. state that “…training programmes could focus on providing

library staff with skills for detecting distress in homeless patrons, information on social services

appropriate for their needs and methods for linking them with service providers” (Anderson, et

al., 2012, p. 187). Other factors include attitudes of library staff towards homeless patrons and

how policies are created, promoted, and implemented (Hersberger, 2005).

Multi-Racial

A committee at the University of Michigan library was formed to explore ways to bring

services and relevant information to multi-racial students acknowledging the concept that,

“mainstream library practices in organizing information generally reflects social norms in which

white, as a racial group, is privileged and dominant and others are marginalized and frequently

excluded” (Look, 2016, p.1). Racially non-binary people are growing in number and refuse to

accept exclusion despite facing poor classification methods, contextual ambiguity with language,

and offensive archaic language (Look, 2016). Libraries, they found, can hold events to raise

community awareness and provide richer support for communities not easily classified. The

committee identified the need to create a community, share stories, and study (Look, 2016). A

10-person committee was formed to select programming designed to increase engagement, and a

year long exploration entitled: “Multiracial in a Monoracial World” was formed. The committee
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engaged in film screenings that both explored meaningful topics and recognized significant dates

through their scheduling (Look, 2016).

County of Los Angeles Public Library Mission, Vision, and Value Statements

Mission Statement

The County of Los Angeles Public Library has been one of the major libraries of the

nation. With an annual budget of $201 million, the library tirelessly provides services to over

3.4 million residents of unincorporated cities throughout Los Angeles County. The County of

Los Angeles Public Library is dedicated to meeting the information needs of their patrons and

creating enrichments and a community space for everyone regardless of their age, sexual

orientation, gender, ethnicity, nationality, socioeconomic status, or citizenship status. They

intend to listen to and engage the community and staff to better serve their communities while

maintaining a friendly and creative work environment that respects diversity and hard work. The

County of Los Angeles Public Library strives to create an environment for all patrons to feel

equal and included in all services and programs. They aim to break down social barriers that

might otherwise divide their patrons into feeling excluded or marginalized.

Vision

This library is currently in development of a new strategic plan. The plan is driven by a

vision of progression for an appropriate and focused organization. This effort is based on input

from patrons, staff, volunteers, the Los Angeles County Board of Supervisors, and other friends

of the library. It is a bold and courageous plan to bring changes to every branch and will include

everyone.
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The library looks forward to the coming year and the advances it will deliver in services

and technology. It strives to build a system that benefits all of their patrons through the

development of new and innovative programs and services, and is committed to working closely

and continuously in partnership with other organizations as well as their patrons to make sure

these programs are reliable, relevant, and easily accessible. COLAPL looks forward to the

progression of the library and all of its new services and innovations. They will continue to

evaluate and reflect on programs and services in order to continuously provide their patrons with

the services and programs most important and beneficial to them.

Values

● Commitment to equal and fair treatment of all patrons and visitors.

● Commitment to providing appropriate services to all individuals.

● Commitment to providing a diverse staff in all branches, with a reflection of that

diversity in services and programs.

● Commitment to remaining open to change and growth in order to better support patrons’

needs.

● Commitment to providing a safe environment where patrons feel valued, respected, and

free from judgment.

Environmental Scan

History and Demographics

The Los Angeles County Board of Supervisors voted in 1912 to create the Los Angeles

County Free Library, which in 1932 became known as the County of Los Angeles Public
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Library, made possible by California’s County Free Library Act of 1911 (“100 Years of the

County of Los Angeles Public Library”, 2017). The first library branch was established in a

room within a residence in Willowbrook, California on April 23, 1913 and had a collection of 50

books (Woelfel, 1987). The first community library opened in Lancaster in 1923 (“100 Years of

the County of Los Angeles Public Library”, 2017). Woelfel states that the system expanded

rapidly in its first five years, “…there were libraries in post offices, candy stores, banks, club

houses, newspaper offices, schools, and private homes” (Woelfel, 1987, p. 12).

From 1912 to 1957 the Los Angeles Free Library primarily served those living in rural

areas (Woelfel, 1987). As the population grew and changed in Southern California so did the

library to meet the needs of the people. The County Library has always focused on reaching out

to the underserved by providing books to schools, establishing reading rooms in hospitals,

providing books to inmates, and creating war camp libraries during World War I (Woelfel,

1987). Reaching out to underserved populations also came in the form of not only providing

books but also services and programs such as the Summer Reading Program which has been a

tradition since 1931 and Learning Centers which helped adults improve their literacy skills.

From 1976-1979 The County Library established four ethnic resource centers to meet the

information needs of the American Indian, Chicano, Asian Pacific American, and Black

community members of Los Angeles County and to also provide information to the larger

community (“100 Years of the County of Los Angeles Public Library”, 2017). These resource

centers are still in existence today.

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Over the years the County Library has had to adapt to changes whether they were

economic, political, technological, or social in nature. The new County Library Director, Skye

Patrick is the first woman of color to fill the position in Los Angeles County and is bringing

about many improvements to the library system. Under Ms. Patrick’s direction and keeping with

the tradition of the library’s goal to focus on the underserved in the communities the County

Library has created and expanded programs​ ​“…via the iCount initiative, which…ensures a

conscious effort in designing services and programs that address the needs of the diverse

community it serves” (“About the Library”, n.d.). Such services included the Veteran’s Resource

Centers and US Pathways for New Americans Centers, and currently underway are plans to

better serve those experiencing homelessness.

Funding

In 2016 The County of Los Angeles Public Library’s budget was $131,063,244.00,

funded mostly through property taxes and the library’s foundation (“About the Library”, 2017).

Their foundation, a 501(c)(3) nonprofit, donates to individual library programs. They are also

funded through occasional grants. For example, in December 2016 the County of Los Angeles

Public Library received an $80,000 grant given by Edison International for STEAM programs

(“LACLF | News and Events,” n.d.).

Economic Trends

The economic trend for the County of Los Angeles is steadily improving. In 2009-2010

the county budget was roughly 23.606 billion according to the ​County of Los Angeles Annual

Report​ ​2009-2010 ​(2010)​. T

​ he current County budget is roughly 28 billion dollars, an increase of
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about four billion dollars in seven years. The County of Los Angeles Public Library’s budget,

according to City-Data.com in 2006 was $92,805,000, but by 2016 its budget had grown to

$131,063,244, roughly a 38 million dollar increase over ten years.

Political Changes/Trends

Internally, the trends of the County of Los Angeles Public Library are exemplified by

Skye Patrick, who was appointed Los Angeles County Librarian on February 1, 2016. “As she

has done in her previous roles, LA County Library’s Director continues to reinforce the library

system’s role in the community as a civic and cultural center, a hub for public information and

services, and an institution of literacy, innovation, and lifelong learning” (“About the Library”,

n.d. ).

Externally, the County is run by a five member board of supervisors, Hilda L. Solis,

Mark Ridley-Thomas, Sheila Kuehl, Don Knabe, and Michael D. Antonovich. This board of

supervisors is advised by the 20 member Library Commission.​ ​ More broadly, the Governor

Edmund (Jerry) Brown Jr, is running the State in his last year, and due to term limits will not be

involved in the 2018 race. Of course nationally, Republicans control the House, Senate, and

White House. The ​Governor's Budget Summary - 2017-18​ states, “The incoming presidential

administration and leaders in Congress have suggested major changes to Medicaid, trade and

immigration policy, and the federal tax structure. Many of the proposed changes could have

serious and detrimental effects on the state’s economy and budget” (p.10).
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Sociocultural Factors

The County of Los Angeles is a diverse co-mingling of cultures, ethnicities, and

socioeconomic factors. The largest religious faction is Catholic at 36.1 percent of the

population, though 46.9 percent reported no affiliation at all (​City-data.com. Los Angeles

County, California, n.d.)​. According to the same source, in 2015 the most common industries

were health care and social assistance at 17% and educational services at 10%. The most

common occupations in 2015 were sales and related occupations at 10%, and management

occupations tied at 10%.

The breakdown of reported ethnicity in the county according to City-data.com: Hispanic or

Latino was at 47.7%. White Non-Hispanic Alone was at 27.8%. Asian alone was at 13.5% and

Black Non-Hispanic alone was at 8.3%. Also, as of 2015, 16.6 percent of the residents of Los

Angeles County were living in poverty (City-data.com, n.d.).

Vendors

The County of Los Angeles Public Library provides access to over 90 databases and

other online resources, eight of which are in Spanish. Some online resources available include

access to online classes for personal and professional development such as Lynda.com which

teaches software and business skills, and the Career Online High School which enables adults

over the age of 19 to obtain a high school diploma or career certificate. (“Databases & Online

Resources”, n.d.). OverDrive allows patrons to download eBooks and eAudiobooks to their

desktop computer or other device such as an iPad or Kindle through the OverDrive App. With

Freegal patrons can download up to 5 music MP3s per week and has a collection of nearly 11
 COUNTY OF LOS ANGELES PUBLIC LIBRARY 21

million songs and over 15,000 music videos. Zinio is a collection of digital copies of magazines

available for check-out. Hoopla is digital all-in-one service that allows access to eBooks,

eAudiobooks, music, movies, TV shows, and comics (“Downloads & Streaming”, n.d.). Another

online resource available through the County of Los Angeles Public Library can assist with

obtaining information about immigration and citizenship. There are also two free online

language learning programs, Mango Languages and Gale Powerspeak Languages. (“Databases &

Online Resources”, n.d.). Each of these resources mentioned is free and available to library card

holders in good standing.

Competitors

The County of Los Angeles Public Library’s (“COLAPL”) competitors are dependent on

the current strategic initiative being considered. The library’s interests cover many diverse

initiatives. In terms of other libraries within the county, the biggest of the COLAPL’s

competitors is the Los Angeles Public Library system with 72 branches within the County of Los

Angeles. Other area libraries include the Beverly Hills Public Library, the Burbank Public

Library, the Glendale Public Library, the Inglewood Public Library, the Long Beach Public

Library, the Pasadena Public Library, the Santa Monica Public Library, and the Torrance Public

Library (Los Angeles Public Library, n.d.). In addition to these municipal libraries, there are

numerous libraries available to college students as well including California State University

libraries at Long Beach, Los Angeles, Northridge, University of California Los Angeles, and

University of Southern California.

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In its strategic plan, the COLAPL also seeks to serve as a community center of sorts

providing classes and events, and to also provide a collaborative makerspace with access to tools

and technologies (“​Our Strategic Initiatives”​, n.d.). The County of Los Angeles Parks and

Recreation offers its residents computer classes at 25 locations throughout the county, musical

instruction at three locations, reading programs at 13 locations, nutrition classes at nine locations,

and parenting classes at four locations, in addition to many more. In all, the County of Los

Angeles offers 77 programs at 51 locations throughout the county (County of Los Angeles

Department of Parks and Recreation, n.d.). The COLAPL’s competitors as a makerspace

provider are HexLab MakerSpace, Urban Workshop, MAG Laboratory, TheLab, Hackerspace

Los Angeles, and Vocademy (Hackerspaces, n.d.). The information provided on these

hackerspace alternatives indicate that a membership or fee is required to use the space and tools.

Technological Developments

Each of the 87 branch locations has public computers, online catalog computers (which

replaced the card catalog system), children computers, early literacy computers, teen computers,

and printing stations available for public use in addition to free Wi-Fi access. The public

computers are equipped with the following programs: Internet Explorer, Firefox, Word 2010,

Excel 2010, PowerPoint 2010, Adobe Reader, VLC Media Player, and Picture Viewer.

(“Computer Use, Laptop Checkouts, & Wireless Access”, n.d.). Nine of the branches have

laptops available for use in the library and 29 branches have Kindle eReaders available for

check-out. The copier machines have recently been replaced with dual copier/scanner machines

that allow patrons to scan documents to PDF that can either be emailed or saved to a flash drive
 COUNTY OF LOS ANGELES PUBLIC LIBRARY 23

or memory stick. The County of Los Angeles Public Library system is also considering getting

color printers and providing wireless printing for public use.

Legislative and Regulatory Developments

As a public institution, the County of Los Angeles Public Library is dependent on laws

and legislation at both a state and national level. The American Library Association (ALA)

tracks key issues that affect libraries and those in the Information Services profession. Among

these issues and those likely to affect COLAPL: Copyright, Federal Funding; and Literacy

(“Office of Government Relations”, 2017). The American Library Association, working as an

advocate for the profession, has taken positions on the following piece of legislation being

discussed in the 114th Congress:

COPYRIGHT – Immediately move to ratify the Marrakesh Treaty for the print disabled

and, in parallel, consider and pass its associated implementing legislation with proposed

“report” text without change. The Treaty will afford 4 million print disabled Americans

critical new access to copyrighted material worldwide vital to their education, work and

quality of life.

FEDERAL FUNDING – Library Services and Technology Act (LSTA). ALA urges

Members of Congress to support the education, workforce, and economic development

needs of Americans by providing $186.6 million for the Library Services and Technology

Act (LSTA) in the Fiscal Year 2017 Labor, Health and Human Services, and Education

Appropriations bill. Grants provided by LSTA are the primary source of federal funding

for libraries. A majority of the LSTA funding is a population-based grant distributed to

 COUNTY OF LOS ANGELES PUBLIC LIBRARY 24

each state library agency through the Institute of Museum and Library Services (IMLS).

States make their own determination on how to best utilize funding for their

communities.

LITERACY – Innovative Approaches to Literacy. ALA urges Members of Congress to

maintain the investment in the Innovative Approaches to Literacy (IAL) grant program at

the current level of $27 million in the Fiscal Year 2017 Labor, Health and Human

Services, and Education Appropriations bill. IAL was authorized in the Every Student

Succeeds Act and provides competitive awards to school libraries and national

not-for-profit organizations, including partnerships that reach families outside of local

educational agencies, for providing books and childhood literacy activities to children

and families in high need communities. The program also supports parental engagement

and focuses on promoting student literacy from birth through high school. (“Office of

Government Relations”, 2017).

At a state level, there are numerous legislative developments affecting California’s local

libraries, COLAPL among them. Sec. 19322 of the California Code states that the Department of

Education may “contract with counties… for the purpose of providing library services” (Smith &

Dolce, 2017). Sec. 18730 allows any library within the state to submit proposals to receive funds

for special services programs and Sec. 18731 states that any public library opted in to universal

borrowing will not exclude any resident of any jurisdiction that has a public library (Smith &

Dolce, 2017).
 COUNTY OF LOS ANGELES PUBLIC LIBRARY 25

SWOT Analysis

Strengths

There are many strengths of the County of Los Angeles Public Library. Perhaps the

biggest strength is the sheer number of branches that the library operates. There are 87 branches

operating within the County of Los Angeles Public Library system. This allows for the library to

reach a much wider and more diverse community of patrons. When the library is available in

more locations rather than just one fixed location, patrons have the freedom and opportunity to

visit any of the selected branch libraries for any of their information needs. Los Angeles covers a

very large and densely populated area so the fact that the County of Los Angeles Public Library

operates many branches in various cities within Los Angeles County is a major step in the right

direction.

The expansion and support of the Digital Library is evident in the numerous initiatives

that the library is putting together. They are updating computers and laptop technology for

patrons, allowing Wi-Fi access and printing, updating the Library Mobile App, eBooks,

eAudiobooks, as well as adding various databases which give patrons access to more

information. The Digital Library allows patrons to access materials straight to their electronic

devices such as smartphones, tablets, or kindles without having to be in the physical location of

the library. This is allowing the library to connect with patrons by breaking down barriers of

patrons having to physically visit the library to access the material, they can now access it on the

go.
 COUNTY OF LOS ANGELES PUBLIC LIBRARY 26

Within the realm of digital technology, the library’s website is well-structured and

organized. The website has an abundance of information and is accessible for all patrons with

their specific needs, but it is the fact that the website has an option to translate the website

language to fit the specific user is what makes it so important and beneficial. There are over

thirteen different languages to choose from which is very important because the patron must

understand what they are reading in order for the information to be valuable. “The language

barriers create difficulties in adapting to a new community and a new culture psychologically

and socially” (Shen, 2013, p. 5). Being the melting pot that is Los Angeles, it is important to

supply the various different patrons with their preferred reading language. For some patrons they

may just be learning English and still prefer to read information about the library in their native

language while they are learning.

Lastly, the library offers a wide variety of different services and programs to their patrons

which helps fulfill all their individual needs. There are such services like Live Homework Help,

which provides patrons (K-12, College, and Adult Learners) access to tutors who can help the

individuals via the internet, literacy programs, test prep, STEAM (Science, Technology,

Engineering, Arts, and Math) programs, bookmobiles, Books by Mail, immigration and

citizenship process, passport services, career and business development services, language

courses, as well as online classes (County of Los Angeles Public Library, n.d.). With the various

programs and services offered, the library branch builds a stronger relationship with the

community which it serves. The County of Los Angeles Public Library strives to serve all the
 COUNTY OF LOS ANGELES PUBLIC LIBRARY 27

various needs of their patrons who belong to their community. This means continuing to reflect,

and improve on programs and services to better serve the needs of their patrons.

Weaknesses

Weaknesses, like strengths, exist within the library. Strengths can become weaknesses if

circumstances change (Ojala, 2017). Relevant to the activities provided and the operations of the

library, there should be sharply focused and contextual specific information (Majid, 2009). The

services provided by the County of Los Angeles Public Libraries are for a broad range of

audiences and therefore a weakness of the organization may not satisfy the needs of a specific

group. Another item of weakness in the library is the continual evolution of technological

developments, which can affect the products and services available to patrons at the library.

Finally, changes in government policies will affect the business of the library and is therefore a

weakness.

Losing a group. ​The County of Los Angeles Public Library is a network of 87

community libraries serving 3.4 million people in 49 cities and unincorporated areas of the

County of Los Angeles (At A Glance, n.d.). Sometimes policies, spaces, and services provide

the opposite impression to some community members. More than likely, data of the effect of the

services, collections, and space reflects the satisfaction of the loudest and most visible

constituents. This means there can be challenges regarding the value of the library to the

communities it serves. It is necessary to demonstrate and explain the library’s role and

substantiate why this organization should be supported (Gross, 2016). It must prove that it has

meaningful impact in areas that matter to surrounding communities.

 COUNTY OF LOS ANGELES PUBLIC LIBRARY 28

Technological advances. ​Libraries need to regularly seek innovative means to reach

their audiences, to fully serve with advances in technology. While libraries have gotten out of

the internet service provider game, the digital divide still exists. The divide might look different

than it did a decade ago, but libraries still have an important role in bridging it (Farkas, 2017).

To fully serve technology-savvy users, the library must present itself as an institution that

provides the services outside of building, and some non-traditional service with a flexibility, that

was not considered in the past (Massis, 2016). The characteristics of the users are central in

providing library services. The County of Los Angeles Public Library designs their services to

the behavior of the user to fulfill the patron’s expectation. It must facilitate active knowledge

creation and provides services through collective intelligence.

The budget. ​The library’s budget involves the Los Angeles County Board of

Supervisors. General information to the public and in response to requests for information on the

budget for the library. So, the Board must present a synopsis of the services performed by the

department. The organization should make service models even more worthy of assistance. The

threats regarding the future of other federal programs that support libraries are the weakness of

the library. The Library is financed primarily by a dedicated share of property tax from the

service area, with other revenues including a general fund contribution, a parcel tax, grants, and

fees. Typically, libraries of all types turn to fundraising efforts, seeking out donors, partnering

with corporations, marketing, and formulating business models to strategically procure funds and

cut spending.

Opportunities
 COUNTY OF LOS ANGELES PUBLIC LIBRARY 29

The County of Los Angeles Public Library has a number of potential areas of opportunity

in which to improve services for several of its marginalized patron groups. This analysis is based

on prevailing research on the topic of underserved groups addressed previously in the literature

review as well as an exploration of programs and services that exist currently and those that

could potentially be implemented in the future.

In terms of building upon existing programs, the COLAPL presently runs ethnic resource

centers as a part of four branch locations. These centers include holdings related to American

Indian, Asian Pacific, Black and Chicano communities. There are also two U.S. Pathways For

New Americans centers, which provide more extensive resources for immigrants such as access

to important applications and citizenship classes (U.S. Pathways, 2017). It could be useful to

incorporate additional resources for immigrants into the ethnic centers or perhaps expand upon

that concept by creating U.S. Pathways centers at a larger number of branches. Expanding the

services provided at the centers to include literacy programs and free or low cost legal aid could

also be beneficial.

The COLAPL also has opportunities to improve upon services currently in place to help

homeless and other populations in poverty. The library has formed an important partnership with

Los Angeles County in their homeless initiative. There is a homeless outreach team stationed in

the Malibu branch several days a week but the branch manager states that it would be beneficial

to have social workers in the library full time (Los Angeles County, 2017). Full time social

workers could provide referrals to mental health and substance abuse counselors, as well as

provide educational and career and housing resources depending on the patron’s level of need.
 COUNTY OF LOS ANGELES PUBLIC LIBRARY 30

The library also has an opportunity to aid this group by breaking down some barriers associated

with information access such as the necessity to provide a permanent address for library card

access and eliminating prohibitive fees and fines.

In addition, focusing on increasing the amount of services offered such as online

libguides and installing self-checkout kiosks in each of the branch locations would be

particularly beneficial to members of the LGBTQ community who may feel more comfortable

accessing certain information anonymously.

Implementation of sensitivity training programs for staff at all branch locations is also

important. It would be helpful for all staff to be aware of the needs and challenges unique to each

of these marginalized groups in order to be able to serve them effectively. It is incumbent upon

the COLAPL to ensure that all the communities in which they operate feel understood, valued

and represented in their facilities and that their information needs are met in terms of the

materials and services that are made available to them.

The COLAPL has recently taken steps to determine focus areas based on feedback from

their patrons. Through open discussion forums conducted last year at 15 branch locations, as well

as the use of idea boards and online forms, the COLAPL has collected data and identified areas

of opportunity that they will use to develop new programs. Based on the published findings of

these “visioning sessions”, the COLAPL will start to take action on many of these items starting

this year and continuing into 2018 (Your voice, 2017). With 87 locations throughout 49 cities in

the county, they have presence in a wide range of communities and the chance to serve a variety

of marginalized groups (“About the Library”, 2017). Through their partnerships with
 COUNTY OF LOS ANGELES PUBLIC LIBRARY 31

organizations such as the AARP, LA County Office of Education, Department of Children and

Family Services and others, they can work to make these programs a reality.

Threats

One of the biggest threats to public libraries, which are funded by taxpayer money, are

annual budgets. Even large library systems like County of Los Angeles Public Libraries are not

immune to such budget cuts. In 2002, California faced revenue shortfalls which affected Los

Angeles County annual budget, which in turn affected County of Los Angeles Public Libraries.

Per an American Libraries report (2002), Los Angeles County Libraries lost $2.3 million dollars

in annual funding for the 2002-2003 fiscal year. This budget deficit forced libraries to cut back

on programs such as bookmobiles and purchasing new materials. Each of the 87 libraries in Los

Angeles Counties had to determine which materials could be cut without drastically impacting

services provided to library patrons.

Similarly, in 2009, during the United States economic recession, state and local

governments faced deficits and budget cuts across the country. The Los Angeles County

Executive Office shows the budget of Los Angeles County Libraries from 2009-2010 to

2010-2011 fiscal years dropped from $153,679,000 to $151,789,000, a difference of nearly 2

million dollars. Just as had happened in 2002, the libraries were forced to determine what

services needed to be cut without changing the overall information needs of library information

seekers. A report by 89.3 KPCC (2009) stated that library employees and their unions suggested

material cuts to prevent staffing cuts. Library administration agreed with employee suggestions

of cutting new material orders of inventory that does not get checked out, typically “trashy
 COUNTY OF LOS ANGELES PUBLIC LIBRARY 32

novels that will only gather dust on shelves” (Guzman-Lopez, 2009). Although the budget for

Los Angeles County Libraries has progressively increased annually since 2009, an unexpected

downturn in the national or state economies can put the libraries back in a tough position to make

budgetary cuts.

Looking to the future, in a most recent announcement, President Trump has proposed

eliminating the Institute of Museum and Library Services (IMLS) beginning in the 2017-2018

fiscal year (ALA, 2017). Since the IMLS is the major source of federal funding for libraries

across the country, this is considered a major threat to library systems like the COLAPL. Should

this budget proposal be approved, all services and technology funded in accordance with the

Library Services and Technology Act would be completely cut. This type of budget cut would

be far more detrimental to COLAPL than the budget cuts of 2002 and 2009.
 COUNTY OF LOS ANGELES PUBLIC LIBRARY 33

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