Library Fest: Welcoming Neighbors Back
LA County Library
Innovation Synopsis
Facing dwindling in-person visits post-pandemic, LA County Library launched "Library Fest," a vibrant and engaging event series to rekindle community interest and boost library card sign-ups. Held across ten locations strategically spread throughout Los Angeles County in fall 2023, Library Fest featured a colorful campaign and diverse activities, from live performances to hands-on STEAM projects. The tagline, “Join us for an afternoon filled with fun, free activities for all ages!” captured the event's essence, drawing over 8,500 attendees, and resulting in gate count and circulation increases in the months following the events.
Challenge/Opportunity
The primary issue Library Fest aimed to address was the significant decline in in-person visits to LA County Library locations following the pandemic, when many customers shifted to digital borrowing and attending virtual events, leading to a noticeable reduction in physical attendance and engagement. This change in customer behavior posed a challenge in reintroducing the community to the full range of in-person library services and resources. Additionally, the decline in foot traffic impacted the library's ability to serve as a vibrant community hub, diminishing opportunities for direct interaction, community-building, and cultural engagement. Library Fest was designed to counteract these trends by creating a welcoming and dynamic environment that showcased the library's diverse offerings, fostered community connections, and encouraged library card sign-ups, ultimately revitalizing the Library's role as a central and essential public space.
Key Elements of Innovation
Library Fest was a series of event activations across ten Los Angeles County locations in fall 2023, aimed at re-engaging the community with in-person library services. A multidisciplinary team, including Youth Services, Adult & Digital Services, Marketing & Communications, and Community Library Branch Managers, collaborated to design the new event series from scratch, identifying local performers, community organizations, and sponsors to amplify the marketing message and enhance the guest experience. The events featured a vibrant marketing campaign and diverse activities, such as live performances, STEAM workshops, a 360 photobooth, and giveaways like Scholastic books and branded tote bags. Events featured traditional library services while highlighting new engaging, interactive elements, tailored to each community, both welcoming customers back to libraries, and encouraging new customers to become cardholders.
Achieved Outcomes
The success of Library Fest in addressing post-pandemic declines in in-person visits was evident through several key metrics. The events attracted over 8,500 attendees across ten locations, with host libraries experiencing a 66.3% increase in gate counts and a 70.4% rise in material circulation in the months following the events, compared to the previous year. These metrics highlighted the effectiveness of the initiative in revitalizing community engagement and increasing library usage.
Feedback from customers was overwhelmingly positive, with many expressing appreciation for the variety of activities and the welcoming atmosphere. Staff feedback highlighted the events' success in reaching a diverse audience and the need for more similar events in the future, which are in the works.
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