STRATEGIC PLAN
2025 – 2029
Attachment III
LIBRARY DIRECTOR’S FOREWORD 3
ACKNOWLEDGMENTS 4
LIBRARY INSIGHTS 5
STRATEGIC PLAN DESIGN 8
PLAN HIGHLIGHTS 9
STRATEGIC PRIORITIES 10
ABOUT HAYWARD PUBLIC LIBRARY 16
2 TABLE OF
CONTENTS
LIBRARY
DIRECTOR’S
FOREWORD
Five years ago, on a beautiful September day, and to the pounding of taiko drums, our 21st Century Library & Community Learning Center opened its doors. The building was not even complete, but we had the essentials - books, computers, water, and restrooms - so what was holding us back? Nothing! Hayward was delighted and, thus, started a 5-year love affair between our community and the gorgeous Downtown Library, as it is popularly and affectionately called.
However, just six months after the Downtown Library opened, the pandemic forced us to shut our doors. But your Hayward Public Library team rose to the challenge. We pivoted, and in 24 hours we set up a system for issuing online cards, and within days, we launched new services like curbside delivery and pre-packaged book bundles to replace browsing the shelves.
Much has happened since then. We are out of the pandemic, our Downtown Library is finally complete, we have acquired a bookmobile and have another one on the way, we have introduced a very popular Makerspace, we are refurbishing the Weekes branch, and we are building a satellite branch in the new Stack Center. We have welcomed over a million guests, we have hosted more than a thousand story times and programs for children, and we have introduced many new programs and services responding to the evolving needs of our community. Yet, this has all been done without a long-term, comprehensive plan.
Recognizing the need for a clear vision, we embarked on an ambitious strategic planning process last year. We interviewed and surveyed hundreds of community leaders, organizational partners, and library users and non-users to find out what our community desires. We compared our services with those of similar-sized and highly successful libraries around the Bay Area and across the country. With the dedicated support of our consultant partner, Bâton Global, who guided us every step of the way, and the tireless efforts of our staff, who poured hours of thoughtful planning into this endeavor, we have crafted a plan that reflects our shared aspirations.
It is with much gratitude to everyone who participated that I present to you our Strategic Plan 2024-2029. I look forward to working with each and every one of you to successfully implement our very ambitious goals. I know that Hayward Public Library, which is already a star by any measure, will continue to grow and thrive along with our beautiful city.
Jayanti Addleman
Director of Library Services
3 4
ACKNOWLEDGMENTS
A special thank you to these individuals who have contributed their valuable insights, energy, and leadership to Hayward Public Library and this strategic plan.
Library Strategic Planning Committee
Jayanti Addleman,
Director of Library Services
Lindsey Vien,
Deputy Director of Library
Services
Ricardo Antoni
Melissa Burkley
Reina Escovedo
Clio Hathaway
Mike Joyce
Kelsey Molina
Ari Nussbaum
Wenny Wallace
Support Groups
Hayward Library Commission
Friends of the Hayward Public Library
Hayward Literacy Plus Council
Strategic Planning Consultants
Bâton Global, LLC
Jeffrey Kappen, Ph. D
David Foster
Hayward City Council
Mark Salinas, Mayor
Francisco Zermeño,
Mayor Pro Tempore
Angela Andrews
Ray Bonilla, Jr.
Dan Goldstein
Julie Roche
George Syrop
LIBRARY INSIGHTS
To shape our strategic plan, the Library
embarked on an extensive listening
process. This began with a reflection
session among Library staff to review
past strategic goals and envision the
future of the Library. Personal interviews
were conducted with government
leaders, Library Commission members,
Friends of the Hayward Public Library
leadership, the Library’s leadership
team, and other Library partners.
Our listening efforts included detailed
surveys to capture the priorities of our
community, community partners, and
Library staff. Focus groups were
conducted with community members
and Library partners to delve deeper
into the themes that surfaced from the
interviews and surveys. Additionally,
Directors from aspirational peer libraries
around the country, similar to HPL in
size and structure, were surveyed for
their most impactful tactics and
perspectives on future trends in the
library sector.
In total, nearly 1,000 individuals shared
their ideas about the Library and its
contribution to the Hayward
community. Here are the major themes
that emerged:
Youth Library users were asked to envision
a dream library and share their ideas in a
drawing and a short description.
Uninhibited and uplifting visualizations
were received from 31 youth.
DESIGN YOUR
DREAM LIBRARY
“Library with garden and flying books.”
“My dream library should have a lot of
plants and flowers. Resting zone and
soft music.”
~ Ella Lee (10-12)
~ Ahrin Oh (5)
5 Patron satisfaction of the HPL is strong, as
confirmed by a high Net Promotor Score®. This
high satisfaction was consistent across the Library’s
various demographic groups. People identifying as
LGTBQ+ or as Black / African American reported
the highest satisfaction levels. Those identifying as
having limited mobility or as Native Hawaiian /
Pacific Islander also reported as satisfied, but at the
lower end of the continuum.
Library stakeholders believe that service to families
is good to excellent and also recognize there are
opportunities to improve services to college-age
and early-career individuals.
Weekes branch is widely viewed as
unsatisfactory for a combination of
reasons including:
Rejuvenation efforts are underway at
Weekes Branch and funding for a
replacement building will be considered
in a future voter referendum. (strike on
the November ‘24 ballot.)
Patron safety
Unsheltered population, camping,
drug use
Lack of physical separation of youth
and adult areas
Parking
Program availability
Meeting room space
PATRON
SATISFACTION
Traditional library materials (e.g., books,
eBooks, audiobooks, magazines, etc.)
continue to be the largest service provided
by the Library. Despite being the favorite
service area, patrons said increased
availability of materials and larger
collections are still needed.
In 2021, HPL’s collection expenditures per
capita were $1.93 compared to an average
of $3.81 for U.S. libraries serving between
100K & 200K patrons, and $3.95 for all
California libraries.
HPL’s downloadable eBooks continue to
grow in popularity which parallels the
national trend.
LARGER
COLLECTION
WEEKES
BRANCH
The primary reasons people don’t visit the
Library more frequently are “Visiting the
library doesn’t cross my mind” and “I do not
have the time.” Many people were surprised
by the extent of Library services available to
them.
Hayward users cited email, HPL’s website,
other organizations, and social media as the
best ways to keep them informed of Library
happenings. Peer libraries have coordinated
marketing plans to leverage these
communication paths and are increasingly
relying on social media to communicate
upcoming events. Some libraries host large
events that widely engage the community
which concurrently broadens the
awareness of the library.
LOW LIBRARY
AWARENESS
6 Focus group participants confirmed that
HPL’s staffing constraints are limiting the
Library’s services.
On a per capita basis, HPL has near the
lowest staffing levels of any library in the Bay
Area and is staffed well below
high-performing peer libraries from across
the U.S.
STAFFING
Peer library directors are widely planning to
expand partnerships as a tactic to increase
their library’s impact on the communities
they serve.
Many organizations across Hayward desire
to strengthen their relationship with HPL
including:
PARTNERSHIPS
Some Library patrons face challenges related
to mental health, being unsheltered, and
overall well-being. Disruptive behavior can
adversely affect the patron experience of
others when visiting the Library.
There is a wide array of social services
available to people residing in Hayward. As
a trusted organization and venue, HPL is
well-positioned to help those in need
connect with the social services that are
already available to them through partner
organizations. HPL is planning to open a
Community Hub at the Downtown Library in
Fall of 2024 to increase access options.
SOCIAL
SUPPORT
Increasing the Library’s hours was
recommended as one of the best ways to
increase patron usage of the Library. The
Library is currently open for 9 hours on
Monday to Wednesday; 7 hours Thursday to
Saturday, and closed on Sundays.
LIBRARY
HOURS
School districts
Multi-cultural / ELL organizations
Homeless organizations
Parent support groups
Home school groups
Foster care organizations
7 STRATEGIC PLAN DESIGN
The strategic plan was developed by a
Strategic Planning Committee (SPC)
comprised of veteran team members
representing all operational areas of the
Library. The SPC collaboratively
developed the plan in a series of
workshops and individual assignments.
This plan articulates HPL’s vision for the future and how we will deploy our resources to achieve our vision over the next five years. It aims to sustain the Library’s existing strengths while fostering thoughtful innovation for the future. Having this plan will align our team and external stakeholders so we can more efficiently deploy our limited resources.
Below is the strategy’s framework and how the various components will work together to help us achieve our vision:
The Library’s aspirational North Star Vision
What the Library does to achieve the VisionMission
Core principles underpinning all activitiesValues
Focus areas to support
the Library’s MissionPriorities
Specific paths to achieve the priorities
Key performance
indicators of goal success
Goals
Measures
Initiatives to achieve
the goalsProjects
8 Service – Meeting our users’ needs in a
caring and timely manner
Learning – Encouraging discovery and
knowledge
Inclusivity – Valuing, hearing, and serving
everyone
Collaboration – Working with partners to
provide innovative services
Equity – Providing free and unfettered
access to information, materials, and
resources
PLAN HIGHLIGHTS
A vibrant community
hub for lifelong learning,
empowerment through
information, and strong
cultural connections.
VISION
Hayward Public Library
provides diverse programming
and resources, supports
personal and educational
growth, inspires creativity, and
contributes to the health and
success of a thriving Hayward.
MISSION
OUR VALUES
9 Education and literacy are foundational
purposes of public libraries, and HPL excels at
accomplishing these core activities. HPL’s
storytime, homework help centers, and adult
reader programs are all highly regarded.
These programs provide essential support to
various age groups and foster reading skills
and learning from an early age through
adulthood.
Recognizing need is significant; the City of
Hayward envisions becoming an “Education
City,” where all residents have access to
quality educational opportunities. By
achieving the Library’s education and literacy
goals, HPL plays a crucial role in
strengthening the community and bringing
the City’s vision to reality.
Provide the information and resources
that the community needs and wants.
Provide programming that inspires,
educates, informs, and entertains.
Advance the literacy and STEM / STEAM
needs of individuals.
Narrow the digital divide.
Support the launch of a satellite branch in
the Stack Center.
GOALS
STRATEGIC PRIORITIES
All residents are literate, and their
educational and personal goals are
supported.
10 Total collections uses
Total program attendance
Library visits
KEY MEASURES
KEY PROJECTS
EDUCATION & LITERACY
Weekes Branch rejuvenation
Library driven partnerships
Removing barriers through virtual
program delivery
Collection alignment to community needs
New ILS System
Weekes Branch new building
(pending Meas. C extension)
Re-evaluate homework centers at
school sites
More equitable camp registration & more
drop-in camps
Secure FY26+ funding
Increase technology / digital learning
classes
Hayward serves as a gateway city to the United
States and California, with people arriving from
around the world. Its cultural landscape benefits
from a wide range of ethnic backgrounds and
spoken languages.
Hayward Public Library has been a champion in
celebrating this diversity and will expand these
efforts over the next five years. The Library will
build community pride through frequently viewed
exhibits, continued cultural festivals & displays,
and an expanded collection of non-English
materials. These initiatives aim to celebrate
Hayward’s multicultural fabric and ensure all
residents feel represented and included.
Foster understanding, respect, and
inclusivity among Hayward's diverse
cultures and communities.
Nurture Hayward’s cultural and ethnic
diversity.
GOALS
# of inclusivity & diversity foyer
placemaking displays
Cultural festival public event attendance
Circulation of non-English materials
KEY MEASURES
Four anchor events per year
Community-driven, culturally responsive
program topics
KEY PROJECTS
Cherishing Hayward’s shared
diversity and history.
HAYWARD CULTURE
& HERITAGE
11 12
The Library, in conjunction with our dedicated
partners, serves community members beyond
our walls. We support homework centers at
schools, participate in community events, and
provide online programming. Our mobile
library, Curbie, visits partner agencies, schools,
after-school programs, daycares, parks, and
more, with an emphasis on underserved or
disadvantaged areas. A large number of HPL
programs are available virtually as well.
Despite these efforts, there are still
community members who are hindered from
using the Library due to physical limitations,
lack of transportation, and other personal
circumstances. Working with the City and
community partners, the Library will expand
our outreach services with a particular focus
on Hayward public schools, California State
Univ., and Chabot College. A new mobile tech
library will start providing technology
instruction, Wi-Fi access, technology loans,
and technology classes outside of the Library.
Many community members are surprised
when they learn about the Library’s extensive
services. To address this, the Library will
reinvigorate our marketing efforts by
enhancing our social media presence,
expanding the website’s functionality, and
working with partners to spread the message.
We will work to ensure everyone in our
community knows about, and can access, the
Library’s valuable resources and services.
Deliver HPL resources and services outside
of Library locations.
Partner with community organizations to
enhance combined services.
Build relationships & pathways with City
departments to increase the reach and
impact of our community services.
Connect community members, students,
and faculty to the Library's offerings.
GOALS
Bookmobile patron visits
Outreach event attendance
# of active Library community partnerships
KEY MEASURES
Tech mobile acquisition
Outreach level set
Expand patron communication modes
Increase collaboration with CSUEB &
Chabot
Increase HPL awareness across COH
departments
KEY PROJECTS
Meeting community members
where they are and connecting
them to the Library's offerings.
OUTREACH
Hayward Public Library is a trusted
organization within our community. The staff
has earned this trust over time by delivering
Library services objectively, confidentially, and
equitably. When individuals seek to improve
their situation, many turn to the library.
HPL currently provides an array of services to
help individuals in need or in transition. These
services are provided in conjunction with our
generous partners. Examples of such services
include medical clinics, summer food
distribution, resume workshops, job fairs, and
citizenship classes.
Recognizing that the needs in Hayward are
many, the Library will expand our successful
career and business programs to increase their
reach. We will launch a Community Hub that
will increase the coordination of various social
outreach partners which will lead to improved
services to the users. Such efforts will ensure
HPL continues to be a trusted resource that
supports the community’s growth and
well-being.
Connecting vulnerable patrons with
services that promote their health &
well-being.
GOALS
Community Hub visits
Career and business program
attendance
# of patrons served with health &
wellness services
KEY MEASURES
Community Hub launch
Career & business program expansion
KEY PROJECTS
Supporting individuals seeking to
improve their circumstances.
SOCIAL SERVICES &
ECONOMIC
DEVELOPMENT
13 14
The Library enjoys a high Net Promotor
Score® based on the community survey and
stakeholder feedback. People close to the
Library are very complimentary of the Library’s
responsiveness to ever-changing community
needs.
Satisfaction of the Library stems from the
staff’s hard work, teamwork, and effective
leadership. Maintaining the Library’s level of
service and achieving the goals of this
strategic plan largely depend on the Library
team.
While implementing the goals of this plan, we
must be realistic about our capacity to serve
and make staffing or service adjustments so
our team members are able to maintain a
good work-life balance. We will help our team
members grow professionally and personally
while implementing improvements to our
workspaces and scheduling practices.
Ultimately, a well-supported and balanced
team will enable the Library to continue
meeting the community’s needs effectively.
Team members are satisfied, fulfilled, and
safe at HPL.
HPL team members are lifelong learners
who are growing their professional skills.
GOALS
Staff satisfaction
% of staff engaged in enrichment training
beyond required training
KEY MEASURES
Staff workspace optimization
Staff recognition program
Enhanced staff scheduling & staff
expansion
Internal training & professional
development
KEY PROJECTS
Hayward Public Library brings out
the best in everyone.
HPL TEAM CULTURE
Like most municipalities, Hayward has limited
resources. Hayward taxpayers have been
generous in their support of the Library by
approving a sales tax referendum to fund the
new Downtown Library, among other projects,
while continuing to support day-to-day library
operations.
Everyone at the Library values the trust Hayward
voters and taxpayers have placed in us. We will
continue to be good fiscal stewards of taxpayer
funds as we balance improving our services
while operating within our allocated budgets.
Hayward residents believe the Library
rocks.
HPL is a good steward of taxpayer funds.
Continue to pursue grants and donations.
GOALS
Citizen survey results
Median daily door counts
Operating within budget (+/- 5%)
KEY MEASURES
Refine daily door-counting process
Streamlined onboarding process
KEY PROJECTS
Hayward Public Library makes wise
use of public resources.
HPL STEWARDSHIP
15 Some of my fondest memories of this
library began soon after I was married and
began raising my family in Hayward. I took
my preschoolers to Bedtime Stories and, as
they got older, they were always involved in
the Summer Reading Program. This
tradition continues with my grandchildren
too. These programs and the library
certainly helped foster their love of reading.
“
“
Janet McDonald
HPL is a municipal library operated
by the Library Services Department
of the City of Hayward. Through its
programs and services, HPL has
become a well-respected and
trusted institution.
In 2019 the Library opened a new
LEED-Platinum, 60,000 sf, 21st
Century Library and Community
Learning Center in Downtown
Hayward. The new “Downtown
Library” is home to a beautiful
children’s room and story time area,
community meeting rooms, study
rooms, a makerspace, a digital media
lab, an after-school homework
support center, a technology
classroom, and beautiful art displays.
HPL has one branch library, the
“Weekes Branch”, which serves the
South Hayward/Jackson Triangle
neighborhoods. The 8,000 sf
Weekes Branch opened in 1964 and
is located adjacent to the Weekes
Community Center Park.
Library Visits
Total Borrowers
KEY MEASUREMENTS
JULY 2022 – JUNE 2023
ABOUT
HAYWARD
PUBLIC
LIBRARY
16 404,283
152,099
455,913
Circulation
Items Checked Out
Physical Items
Digital Items
371,613
84,300
40,540
Programs
Total Program Attendance
Adult Programs
Teen Programs
Children’s Programs
481
45 496
2,110
Education Services
1:1 Tutoring Hours
Adult Literacy & ESL Learners
Volunteer Tutors
Volunteer Hours
342
77 1,215
Adults
369Homework Sessions
Summer Learning Camp Participants 169
Children’s
8Registered
Graduated 1
Career Online High School (COHS)
207English
French 10
Conversation Circles
33,363Internet Sessions
Database Uses 75,732
Education Services
1,048Devices Checked Out
Registered Users 477
Tech Lending Library
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17 888 C Street
Hayward, CA 94541
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