Laserfiche WebLink
<br />City of Redwood City <br />FY 2007/08 Budget Amendments <br />Library <br /> <br />PERFORMANCE MEASURES <br /> <br />-----1 <br />I <br />i <br />I <br />I <br />I <br />j <br />, <br />i <br />i <br />j <br />I <br />j <br />I <br />I <br />I <br />i <br /> <br />Library Cardholders Per Capita (%) <br /> <br /> <br />I <br />I <br />I Santa Clara <br /> <br /> <br />I San Mateo <br /> <br />I <br />i Redwood City <br />i <br /> <br />Mt. View <br /> <br />Carls bad <br /> <br />I <br /> <br />16DOOJ <br /> <br />0.00% <br /> <br />20.00% <br /> <br />40.00% <br /> <br />60.00% <br /> <br />80.00% <br /> <br />100.00% 120.00% 140.00% <br /> <br />(See text for reasons percentages can exceed 100%) I <br />r-----...------------.--. ---.----------..----.---, i <br />i [l FY 2001-02 . FY 2002-03 0 FY 2003-04 0 FY 2004-05.___~_~~.9?5-~_,..J I <br />"--.....----..-----.--.--~.=---:::::;---.-.-~-=::::.::::::::==::::=:..~.=:...-::::=-..::::-...::::::::::.---:- ~........_--_.._~'N~_____."____~.__._~_J <br /> <br />Definition <br />The percentage of active (used in one year) library cardholders divided by the population served. The <br />national norm for this measure is 75% of residents have and use a library card. The number can exceed <br />100% because some customers come from outside the jUrisdiction (e.g., they work in Mountain View) and <br />libraries do not report them as separate. A higher percentage may also be attributed to a slow removal of <br />inactive customers from the database. <br /> <br />Analysis <br />Redwood City's percentage of library cardholders is still lower than the national average of 75%, although <br />our number of cardholders per capita increased by nearly 10%. This is one of the most problematic of <br />statistics due to non-resident use and inconsistent purging, We now do a rigorous purging of cards which <br />has not been done in the past few years. Our figure is accurate and relevant. Redwood City's figures <br />have stayed relatively flat. although the downtown library has seen an increase and the Fair Oaks branch <br />decrease. We need to constantly provide outreach, marketing, and non-traditional services to the very <br />transient populations of North Fair Oaks and other city neighborhoods with a high immigrant population. <br />This demographic. which is primarily Spanish speaking, traditionally has transportation limitations, does <br />not see the value in using the public library, or is constantly moving from the area. <br /> <br />Next Steps <br />The library's goal is to have at least 75% active borrowers. We are continuing to implement strategies to <br />increase marketing efforts and implement programs such as the KinderCard campaign to increase the <br />number of active borrowers. A new library card campaign is planned for 2007/08. In addition, we will <br />increase programming and services at the Fair Oaks branch. which may, in turn, increase the number of <br />cardholders from the North Fair Oaks neighborhood. <br /> <br />Library - 6 <br /> <br />88 <br />Page 38 <br />