Remember the "new normal"? It doesn't seem like all that long ago we were using that phrase so much that it almost became a cliché. During the early months of the COVID-19 pandemic, the new normal was a paradigm shift (there's another cliché for you) that we collectively found ourselves adjusting to without a guidebook.
It's true that the pandemic had a dramatic impact on traffic for businesses big and small, with a drastic decline of in-person visits and passersby. Whether due to stay-at-home mandates, official closures or general safety concerns, people quickly adapted and became accustomed to accessing more commercial and community resources — such as library services — remotely.
The creative ways in which libraries accommodated the shift from physical to virtual audiences was impressive and inspiring. Many of these pivots will likely stay with us for the long haul; the increase in digital programming and content offerings, for example.
But a library can’t (and shouldn’t!) exist purely as an online service provider. Since their inception, libraries have played a central role in the community far beyond providing content. Their value spans from decreasing social isolation to supporting the disenfranchised, and their communities depend on them to provide a welcoming, free, inclusive physical space.
See also:
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Creating a third place: Public library design ideas for community engagement
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Seven new library programs to consider adding to your branch
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Maximizing patron engagement: How PressReader enriches your library's user experience
The new normal is the old normal
As Clara M. Chu, director of the Mortenson Center for International Library Programs at the University of Illinois at Urbana–Champaign, said at the American Library Association's 2023 Annual Conference and Exhibition in Chicago: “The new normal is the old normal, which is that libraries are at the heart of their communities."
Chances are, your library branch reopened its doors long ago and hasn't shuttered them since. Make no mistake: COVID is still very much with us in 2024. Whether it can still be correctly classified as a pandemic or not is a matter of conjecture, but thanks to vaccines, most of us feel relatively secure about having resumed life as (almost) usual, which includes visits to the library.
On the other hand, you may very well have patrons who, for one reason or another, haven't been back since before the first wave of lockdowns. Maybe they still don't quite feel safe, or perhaps they simply fell out of the habit.
Librarians still need to think creatively about how to increase foot traffic to their physical locations. Here are some ideas and strategies for rebuilding library patron morale, and increasing in-person use of facilities once again.
1. Offer experiences that can’t be replicated online
In the retail world, consumer interests have been shifting over the past decades: people are increasingly interested in experiences and not things. Libraries can take a cue here to increase foot traffic by offering events and programming that bring people together or offer a unique opportunity that simply can’t be accessed online.
In previous blog posts we have looked at various ways public library spaces can be utilized for community engagement and recreation and how libraries can design weekend programs to engage patrons of all ages.
Whether that’s hosting a "human library" event, or providing the tools for podcast recording like Calgary Public Library and Toronto Public Library have both done, libraries that offer curated experiences — not just books — will be the ones that draw people back into the building.
2. Create a unique sensory experience
The interior and environmental design of a library are vital ingredients in making it a pleasant place to be. No matter how it’s decorated, a library will always play an important role in a community as a free, safe, public space to gather, but a beautiful, comfortable, engaging atmosphere will go a long way to attracting more visitors. In fact, interior design has even been proven to have a powerful impact on mood, health and happiness.
The same elements that are carefully considered to make new-wave coffee shops lovely places to linger can be applied to library design to invite patrons to step in and stay a while. Think about incorporating comfortable furniture, natural lighting and a feeling of spaciousness — and try to tie in materials and finishes that spark joy or soothe the senses.
The library as a "third place"
The library might even strive to be a third place in the lives of its patrons. What do we mean by "third place"? To answer that, we can go straight to the source: urban sociologist Ray Oldenburg, who coined the term. Oldenburg is the author of The Great Good Place (1991) and Celebrating The Third Place (2000).
Oldenburg writes that "third places" are public spaces where people gather and interact. In contrast to first places (home) and second places (work), third places are neutral ground, allowing people to set aside their concerns and enjoy company and conversation.
Third places, according to Oldenburg, "host the regular, voluntary, informal, and happily anticipated gatherings of individuals beyond the realms of home and work":
The character of a third place is determined most of all by its regular clientele and is marked by a playful mood, which contrasts with people's more serious involvement in other spheres. Though a radically different kind of setting for a home, the third place is remarkably similar to a good home in the psychological comfort and support that it extends...They are the heart of a community's social vitality, the grassroots of democracy, but sadly, they constitute a diminishing aspect of the American social landscape.
3. Engage influencers and explore partnerships
Word-of-mouth is still an incredible marketing tool. In fact, 92% of people trust the recommendations of family and friends over traditional advertising.
And a 2022 study by Sideqik found that 7 out of 10 consumers trust influencers’ recommendations just as much as the opinion of real-world friends.
An ambassador program or even a paid partnership can garner valuable endorsements and help spread the word to new, curious audiences about what makes the library’s physical location so special.
Team up with community leaders and organizations for cross-promotions designed to share news about library events, or take things one step further with social media influencers.
In June of 2024, the American Library Association released a partnership toolkit for public libraries, noting that community partnerships align with "the big-picture goals of library programming — helping to create communities that are connected, knowledgeable, creative, civically engaged, healthy, economically vital, welcoming, joyful and caring".
4. Promote the library as “the new office”
Part of the new normal is that we now live and work in a hybrid world. According to Global Workplace Analytics, less than 5% of the US workforce worked at home three or more days a week before the pandemic. At its peak, however, more than 60% were doing so at least weekly.
As offices opened back up, that number stabilized at around 35% to 40%, which is still a pretty significant portion of the labor force — a reality that positions libraries beautifully to offer up their services as a shared workspace.
While some people have loved the flexibility of working from home, many workers have reported disliking the arrangement. Family and home life may be distracting; space to set up a proper desk may be lacking.
For that portion of the population looking for a neighborhood spot that offers internet access and a quiet place to focus (without the price tag of co-working spaces or cafés), the library may be a lifesaver. Understanding customer perspectives can enhance service delivery, making the library an even more attractive option.
Spreading the word about the specific benefits of using the local library for remote work may bring a whole new audience into your space.
5. Embrace your biggest asset: your team
One of the biggest benefits of a library isn’t just the physical resources: it’s the people.
Championing your employees and co-workers as cheerful, helpful and ready to offer assistance of all kinds to those in need can create a positive, community-building experience.
Training your team well and providing them with the resources they need to serve patrons with a variety of different needs can offer an incomparable level of in-person service.
The American Library Association notes that "continuing education, professional growth, and a commitment to lifelong learning are key components of a well-informed library professional". As we noted in a previous blog post, the ALA's core competencies of librarianship include the following, among others:
Lifelong learning and continuing education
Library professionals, regardless of their specific title or role, should have the foundational skills and understanding to participate in and lead ongoing professional development and to recognize the role and value of the library in continuing education and lifelong learning initiatives.
Social justice
The ALA defines social justice as "both a process and a goal that includes the knowledge and skills necessary for library professionals to create library collections, services, personnel, facilities, and programs that foster equitable access to and participation of all people to utilize the library".
Technological knowledge and skills
Librarians and staff should be able to identify appropriate technologies and uses that support access to and delivery of library services and resources.
6. Amplify digital resources in the physical space
The physical library experience doesn’t have to be at odds with the virtual library experience. Digital magazines, newspapers and eBooks can be enjoyed on-site, just as much as print materials can be borrowed and read off-site.
As we have explored previously, digital resources are a key way for libraries to keep Gen Z and millennial patrons engaged.
Last November, the ALA released a report titled "Gen Z and Millennials: How They Use Public Libraries and Identify Through Media Use". Based on a nationally representative survey conducted by researchers at Portland State University, the report's findings include the following:
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54% of Gen Z and millennials visited a physical library within a 12-month period.
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Libraries attract even members of these age groups who don’t identify as readers. 23% of Gen Z and millennials had visited a physical library in a 12-month period AND did not identify as readers.
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52% of Gen Z and millennial physical library patrons said they borrowed from a library's digital collection.
Creative promotion makes digital tools more welcoming
The creative promotion of digital resources via collateral and signage can make the experience of using those tools more welcoming and engaging for first-time users.
Vimmerby Public Library in Sweden, for instance, has done an inspiring job of marrying digital amenities with traditional spaces in particularly interesting ways — like the Pressreader-branded bench that sits outside of the library, where visitors can take a comfortable seat and access free Wi-Fi and digital library services.
During the pandemic, libraries showed how truly nimble, flexible and supportive they could be. As we continue to navigate our new normal, librarians will continue using their creativity to serve their communities in whatever way they can — whether that’s online, in person or any hybrid space in between.
