Hampshire Library Service Transformation Programme€¦ · Hampshire Library Service Transformation Programme Consultation Report Anne Millman Associates, September 2015. ... service

Hampshire Library Service Transformation Programme

Consultation Report

Anne Millman Associates, September 2015

Contents 1 Introduction 1 2 Executive Summary 3

3 Summary of findings 3.1 Users 6 3.2 Non Users 8 4 Planning for the future 3.1 Meeting User priorities 9 3.2 Mitigating Non User barriers 11 3.3 Methods of delivery 12

Hampshire County Council, Libraries’ Consultation: Report

Anne Millman Associates Page 1

1 Introduction 1.1 Context and objectives

Hampshire Library Service (the Service) is producing a Library Strategy for 2020 and an Organisational Development Plan which will include the following: A description of local need including the general and specific needs of adults and

children who live, work and study in each community to help inform the Equality Impact Assessment (EIA).

A detailed description of how the Service will be delivered by 2020 and how the plans will fully take into account the demography of the area and the different needs of adults and children in general and specific terms with reference to the EIA.

The work is set in the context of the savings Hampshire County Council is required to make in the coming years. Whilst committed to maintaining high quality public services providing value for money, there are enormous challenges to face. From 2008 to 2013, the Council’s Transformation Programme produced £140m savings and it is on target to deliver a further £102m for 2013 to 2015. Over the next two years, 14% reductions are required from budgets with most of the remaining resources being front line. This presents even more very difficult decisions for the Library Service. The Library Strategy (the Strategy) will comply with the provisions of the Public Libraries and Museums Act 1964 to “provide a comprehensive and efficient library service for all persons desiring to make use thereof” taking into account the demography and geography of Hampshire. In March 2015 Hampshire Library Service (the Service) commissioned a market research programme with adult Users and Non Users to inform the new Strategy. The objectives of the research were to understand: public value, perception and use of current services; public value and perception of alternative options for provision of services; alternative proposals from the public that would achieve the aim of providing a

comprehensive and efficient library service within the budget constraints prevailing.

1.2 Methodology

A programme of qualitative research with Users and Non Users of the Service was undertaken during April, May and June 2015. 10 locations were chosen to provide a representative mix of libraries by geography, scale, and population density, as detailed in table 1 below. A total of 149 one to one User interviews was conducted on site at the libraries involved. The length of these interviews ranged from a few minutes at the Bransgore mobile library stop to upwards of 30 minutes at locations such as Aldershot and Lymington. The samples achieved and the User profiles involved were dependent on the footfall on the dates and times in question. Five focus groups with Non Users were recruited. All respondents were residents of Hampshire, and each group was recruited to include a mix of ages, of females and



males, and of employment types. Each group also included a mix of lapsed Users (who had not used a library in the past three years), and others who had never used a library (or at least not since they left school / further education). The locations and number of individuals involved were as follows: Table 1: User and Non User research, methodology

Location Date(s) of

fieldwork Users Non Users

Aldershot Library 07/05/2015 13 8 Alresford Library 8/05/2015 13 - Bransgore Mobile Library Stop

27/04/2015 22 -

Eastleigh Library 27/04/2015 24 - Gosport Discovery Centre

21/05/2015 16 8

Leigh Park Library 04/06/2015 - 8 Lymington Library 28/04/2015 10 8 South Ham Library 05/05/2015 15 - Waterlooville Library 07/05/2015 18 8 Whitchurch Library 08/05/2015 18 -

1.3 Reporting notes

In order to maintain full confidentiality the views of individual respondents are not attributed. Quotations in this report are denoted by library and by User / Non User categories.



2 Executive Summary

Findings: Users 1 Users in Aldershot, Alresford, Gosport and Lymington make occasional use of other

libraries within their respective areas but particularly value their own local libraries for their convenience and familiarity. In Eastleigh, Whitchurch and South Ham and at Bransgore mobile library stop there is little to no crossover with other libraries, and these four libraries or mobile libraries arouse particularly strong brand loyalty.

2 With the exception of Users in Eastleigh, borrowing books is the main driver for all of the

Users interviewed. Most are visiting regularly, between one and three times a week. Respondents in all groups use computers, and levels appear to be higher at South Ham and Eastleigh. Users of Eastleigh library focus more on information services, asking for help and advice, and using IT facilities to search for information and jobs.

3 Users of Alresford, Lymington and Whitchurch are least likely to have engaged with IT

resources. Levels of usage of newspapers, and of borrowing CDs, DVDs and magazines varies from library to library but do not appear to be high.

4 Users at all libraries particularly value the service provided by the staff. Other features

are highlighted at different libraries: for example, children’s facilities are praised in Aldershot and Alresford; Users of the Bransgore stop, Eastleigh and Whitchurch particularly value these libraries’ connections with the local community; Gosport Discovery Centre has a clear and distinctive brand as a community hub; Lymington, South Ham and Whitchurch arouse particularly strong feelings of belonging and engagement.

Conclusions: Users

5 Most Users have a good understanding of the current and future economic context in

which libraries and other Local Authority services are, and will be, operating in. Their priorities for the future are for the maintenance of book stocks and knowledgeable, helpful staff, followed by IT resources. The library ambience is very important to them, valued as safe and neutral places. They appreciate the transformation of library buildings in places such as Gosport and Lymington.

6 Users are concerned that libraries should do more to communicate their offer, and

suggest there should be more dialogue between libraries and Users. When invited to study a list of a range of additional services and resources that are currently on offer, or might be in future, those that they are most strongly in favour of are access for people with disabilities; quiet study areas; support for studies; family activities; resources to help find jobs or information about other public services.

7 This is a qualitative study and there will inevitably be a disparity between what people

say they do and their actual behaviours. It will be particularly instructive to quantify crossover between libraries as well as actual levels of usage of different resources.

8 Library spaces will continue to contribute to a strong sense of place and identity for local

people, helping to combat isolation and increase health and wellbeing. Further, Users involved in this research are generally open to ways in which these spaces adapt to changing circumstances.



9 This research demonstrates that these Users appreciate the challenges ahead, and they have welcomed the opportunity to engage in a dialogue about their experiences of using Hampshire County Council (HCC) Library Service. The HCC brand is very important to them, and one that they trust: continuing this dialogue will continue to be critical, particularly where difficult choices have to be made.

10 Users consulted here are all active advocates of the HCC Library Service, and are

passionate about increasing user levels, particularly among children and young people. They are a major resource which can be harnessed to raise the profile of their local libraries, and to grow their library audiences.

Findings: Non Users

11 There are six key barriers to engagement with libraries among Non Users: negative

memories of experiences from school days; changes to lifestyle and lifestage, where people engage with libraries at school, and again when their own children are young, but not between times; ease of access to books using technology; cheap books available in charity shops; a perception that libraries are ‘ not for the likes of me’; and lack of awareness of the resources on offer these days.

Conclusions: Non Users

12 Analysis of the consultation findings suggests that there are four broad types of Non

User: families, adult learners, self improvers and unpersuadables. The first of three of these categories are likely to want to engage with the core book offer, whereas the second and third will be attracted by the wider range of technological and information resources available at libraries.

13 A targeted approach to Non Users, focusing on the younger, family end of the marketplace, and the older, retired end, will help to focus resources and messaging across the Service. The libraries involved in this study have a lot to offer these markets, and will maximise their effectiveness if they take a targeted approach.

14 The Discovery Centre brand proved popular with the Non Users involved in this

research, and is a model that sits well with co-location of services. It overcomes the remembered experience and perceptions that libraries are ‘not for the likes of me’, and does not appear to distance current Users who are comfortable with the concept of a library.

15 Many of the findings in this research point to the need for a coherent County wide

communications strategy to raise the profile of library services, complemented by promotional activity on the ground at individual sites.

Planning for the future

16 There is a strong consensus of opinion across all Users and most Non Users that

delivery of the Service through Hampshire County Council is essential. Respondents believe that the Hampshire County Council brand provides professionalism; trust and reassurance; stability and consistency; authority; fairness; return on investment for local tax payers. This high degree of buy-in to the Hampshire County Council brand is a significant and positive finding, and shows how the Library & Information Service is in itself an ambassador for the Local Authority. It also implies a body of goodwill against which to plan changes or make choices for the new Strategy.



17 The body of evidence is against working with corporate delivery partners. The reasons for this are fear of gradual erosion of public services; library buildings closing and facilities located in inappropriate surroundings; loss of professional staff; less choice; introduction of charges.

18 There are high levels of interest in the co-location of services at all libraries visited,

except for Alresford and Bransgore (the former being small and the latter being a mobile library stop). Non Users, in particular, see this as a way of breaking down barriers and encouraging different people to engage with library services. Library Users are keen, but with one caveat – that it does not squeeze out the library element. Respondents in Lymington and South Ham feel that the co location of registration and library services already works well, and see potential in developing partnership with organisations such as the Citizens Advice Bureau (CAB) and also Tourist Information Centres (TICs).

19 Users generally have no great opposition to the inclusion of volunteers, but think much

depends on whether or not they receive training. However, they have strong reservations about services that are entirely run by volunteers, believing that this will result in factionalism and infighting; erratic opening hours; lack of professional delivery; and erosion of trust and standards.



3 Summary of Findings 3.1 Users 3.1.1 Overlap between different libraries: Users in Aldershot, Alresford, Gosport and

Lymington make occasional use of other libraries within their respective areas, and are aware of what is on offer elsewhere. However, they value their own local libraries for their convenience and familiarity and appear reluctant to travel far to use library resources. In Bransgore, Eastleigh, Whitchurch and South Ham there is little to no crossover with other libraries, and these four libraries arouse particularly strong brand loyalty among the Users interviewed.

3.1.2 Motivations and activity: With the exception of Users in Eastleigh, borrowing

books is the main driver for all of the Users interviewed, and pre-ordering online together with self-scanning systems are popular. Most of those interviewed are visiting regularly, between one and three times a week. Some people have a regular pattern of visiting, while others vary their schedules. Light fiction, crime fiction, and biographies are the most popular books mentioned across the research programme, although Users in Aldershot and Lymington particularly value specialist collections and reference sections. Some respondents in all groups use computers, and usage appears to be particularly high at South Ham and Eastleigh. Users of Eastleigh library focus more on information services, asking for help and advice, and using IT facilities to search for information and jobs. Users of Alresford, Lymington and Whitchurch are least likely to have engaged with IT resources. Levels of usage of newspapers, and of borrowing CDs, DvDs and magazines varies from library to library but does not appear to be high, while there are more isolated references to large print books and talking books, as well as to printing and photocopying facilities. Grandparents and parents with children particularly value family resources at Aldershot, Alresford, Gosport and Lymington.

3.1.3 Engagement and value: i) Aldershot Library: Users consider this library to provide a quality service and a

good range of resources. They highlight the children’s area, the quiet study areas, and the specialist resources (military, maps, photography). They also appreciate fast track books and ordering in advance:

“Recently especially with the fast track books they are all the very up to date titles which is brilliant because it saves going and buying … I order in advance; go all round the fiction session; scanning is OK that’s brilliant I find that very good it’s so easy to use” (Aldershot User).

There are very few criticisms of Aldershot Library. Two people comment that the stock appears small in comparison with other libraries they visit.

ii) Alresford Library: All of the respondents feel positive about Alresford Library, and

have a good awareness of the range of services on offer. The Library is described as a comfortable space and family friendly; but low in profile. Whilst there is a good awareness of what is on offer, there is less of a sense of attachment here than at some other settings. The location of the library is thought to be excellent, although its size makes some services limited.



iii) Bransgore Mobile Library Stop: The Mobile Library is seen as part of the community, friendly, and accessible. There is clearly an excellent relationship between the Users and the library driver. They all feel that the levels of service are excellent. Almost all of these Users describe this service as vital to the community well-being of the area, particularly for those with mobility or transport issues. Improvements which would enhance the experience for this loyal group are weekly visits, two stops in the village, and more frequent rotation of stock.

iv) Eastleigh Library: There is a very strong loyalty to this Library amongst Users.

Here, more than anywhere else, there is a fear that this research is leading to the closure of this setting, with Users fiercely rejecting this as a possibility. Eastleigh Library’s identity is founded on the knowledge and proactive service provided by the staff; being a central point of the community, providing a range of services, particularly training, and a source of support, help and advice:

“It really is so important for the community, thinking about the retired, and you know, the unemployed, and there's nowhere – if you think about it now – there's nowhere for them to meet regularly, and to chat, and get to know each other, and that's so important” (Eastleigh User).

Users are keen for improved signage to mitigate the hidden location, and advocate raising awareness of the range of services and resources available.

v) Gosport Discovery Centre: Gosport Discovery Centre has a clear and distinctive

brand, and is identified as a community hub, a social space, and an active place with a multiple purpose. Users are comfortable with the term ‘Discovery Centre’, believing this to encapsulate their experience of using it:

“This is like a community hub now, it’s more a place of meeting, and I know a lot of the craft things go on here they put tables out to do crochet … and when I do craft activities with the kids I use a table, toilets, there’s the eating area obviously all the books and all the resources like that I think it’s ideal” (Gosport User).

The one area singled out for improvement is a request for increased stocks of books at the Discovery Centre.

vi) Lymington Library: The Users interviewed here are very loyal to the Lymington Library and highly appreciative of the services and resources on offer. Its characteristics are: very helpful, knowledgeable staff; a comfortable, light, spacious environment; a good choice of books; an open and inclusive atmosphere:

“They’re so good the staff, absolutely thorough. I used to use computers but now I’ve got my own. If I read in the newspaper some books I see if I can get them here – I think oh must get that, come in straight away … they read -they’re 9 and 11- it’s very good for kids” (Lymington User);

Two people mention that they would like more of the latest releases in the Library, and there are individual comments suggesting improvements to shelving and labelling.

vii) South Ham Library: South Ham Users declare very strong levels of emotional engagement with this Library, and are very loyal. It is valued for the following qualities: convenience – location and opening hours; familiar, friendly staff; excellent service; a safe, social, comforting environment; the mix of books; computers and



activities:

“The ladies are very kind; I do like the old fashioned way … when you have all the ladies that get your books out you got to know who was stamping your books … if you wanted something they would get, and there are some of the same ladies and they are nice… the staff are excellent” (South Ham User);

Suggested improvements include more reference and fiction books, and raising the profile of the library.

viii) Waterlooville Library: Users at Waterlooville are very happy with the service offered

for the most part, although they do not appear to have a particular affinity with Waterlooville or indeed with libraries in general, but see them as a useful service when they need it. This is a group of Users who pop in, pick up what they need and leave quite swiftly:

“The selection of books is very good. Goodness knows how much they spend on books, but they've always got new titles and I can find something to interest me” (Waterlooville User).

Suggested areas for improvement are free parking and more joined up information/ links with the wider community.

ix) Whitchurch Library: Whitchurch Library comes in for the highest of praise for being

at the centre of and feeling owned by the local community. Strong links with the school, well known and respected staff, and the close relationship between Users and staff are highlighted.

“The ladies are so helpful, they go through lists and select books, and you can get them from other parts of the country if you're willing to pay the £2.50, I've had books on statistics, business studies, a wide range of things” (Whitchurch User).

Users are well aware of resource constraints at Whitchurch Library, but would like more stock / literature, and longer Saturday opening. They also feel that the facility should be better promoted.

3.2 Non Users

Six key barriers to engagement with libraries among Non Users have emerged:

3.2.1 The remembered experience: For many Non Users, negative memories from school days linger on, and form a barrier to engagement with libraries in the 21st Century:

“Quiet”//”Musty”//”Don’t really feel comfortable – just walking round I was a naughty boy” (Aldershot Non Users);

3.2.2 Lifestage and lifestyle: When it comes to lifestage a clear pattern emerges:

respondents have engaged with libraries as schoolchildren, and then again when their own children are young. Some return to reading when they have retired, but among these Non Users this tends to be through digital engagement and / or buying books cheaply.



3.2.3 Technological access: Ease of access to books using technology is another common feature of the discussions among all five Non User groups. Respondents refer to their own usage of the internet, downloading books from Amazon on to Kindles or other devices:

“I haven’t been for about 10 years for similar reasons: charity shops, borrowing from friends and Kindle downloading ... you can have 2000 books on there, take them on holiday. I’ve never really needed the library” (Lymington Non User).

3.2.4 Cheap books in Charity shops: The rapid growth of charity shops on High Streets has resulted in ready availability of very cheap books, and female respondents in this research are particularly likely to use these as a source of hardback and paperback books:

“To be quite honest I buy my books in charity shops you get a wonderful selection”//”And online // I just down load it I’ve got a Kindle – it’s so easy you just press the button” (Aldershot Non Users).

3.2.5 Not for the likes of me: There are specific and generic barriers when it comes to

perceptions of what libraries have to offer and who they are catering for, as well as whether libraries are relevant to and appropriate for Non Users’ needs. One example of a specific barrier is a perception that a library would not be appropriate for an autistic child to visit:

“he’s autistic so to take him to a library is – he’s not quiet … when I was asked to do this (focus group) I thought about that. Say, times I have taken him you do get frowned at and he’s got everything he needs at school really” (Leigh Park Non User).

More generally, a deeply rooted barrier for some respondents is a perception that they are not real ‘readers’, and therefore not library people. Some say they would not have the confidence to visit a library, and others do not see themselves as intellectual, and would not expect a library to hold the types of material they might be interested in.

3.2.6 Lack of awareness: overall, there is a marked lack of awareness about the present

day library offer. Confusion about opening hours, and not knowing whether libraries are still free, also complicate the picture. They have no idea about the range of services and resources on offer at libraries these days, and through participating in these focus groups they realise how different library environments now are:

“yeah, more and more services than I realised. I didn’t realise how many things are possible to be done in here …I don’t know about these things” (Leigh Park Non User).

4 Planning for the future 4.1 Meeting User priorities 4.1.1 Context: It is clear from the tone of the discussions that this sample of Users are

passionately loyal supporters of the libraries they use in Hampshire, visiting them several times a week, and relying on them as their primary resource of book reading and borrowing. Most Users cross over between different libraries, but all have their personal favourite. They have a good understanding of the current and future



economic context in which libraries and other Local Authority services are, and will be, operating in.

4.1.2 Book stocks and staff: while Users are not advocating increased opening hours or

staffing levels – and have noticed and accepted some reductions in recent years – their priorities are for the maintenance of book stocks and knowledgeable, helpful staff. Although most Users have got used to online pre-ordering and self-scanning systems, they still value human contact greatly. This is particularly important for older and / or more vulnerable library Users. Users worry that the role of the written word is being eroded, and that younger people’s literacy and communication skills are being compromised by a reliance on technology: they feel that libraries are best placed to combat this. Respondents are aware that there are few, if any, professional librarians available these days. However, they are happy with staff with more general skills sets such as customer care, general help with IT and finding books, and wish this to continue in future. This research also shows how the presence of proactive, helpful staff generates a sense of loyalty and belonging among Users. Most Users are also happy for volunteers to increase the workforce in libraries, but are adamant that these must not replace professional staff.

4.1.3 IT resources: most of the Users consulted have access to computers and the internet at home. However, most also feel that computers and wifi are important in libraries, particularly for younger and older people who do not have ready access to these. These resources emerge as the third priority for retention and development.

4.1.4 Library environment: other studies have shown how important the library ambience

is for Users, and the findings of this research are no exception. Users have appreciated the transformation of library buildings in places such as Gosport and Lymington, and value airy, light, and spacious environments they now enjoy. Other Users in places such as South Ham and Whitchurch understand the limitations of the buildings they use, and also value these places as neutral places, where they can feel safe whether visiting with children or visiting alone. There are also examples of Users who live alone, and who find comfort in visiting a place where other people are taking part in like minded activities.

4.1.5 Communication: Users are concerned that libraries should do more to

communicate their offer, and to spread the word more widely. Alresford and Waterlooville Users suggest that there should be more dialogue between the library and themselves, and Eastleigh Library users suggest newsletters to fulfil this. Likewise, respondents in Alresford, Waterlooville and Whitchurch advocate more links with local clubs, societies and community groups.

4.1.6 Other priorities: Users were invited to study a list of a wide range of services and

resources that are currently on offer, or might be in future. Aside from books and computers / internet access, the resources they are most strongly in favour of are as follows (presented in order of emphasis): access for people with disabilities; quiet study areas; support for studies; family activities; resources to help find jobs or information about other public services.

4.1.7 Quantification: this is a qualitative study and there will inevitably be a disparity

between what people say they do and their actual behaviours. There is also a need to verify some of the conclusions above with quantitative data. It will be particularly instructive to quantify:



Crossover between libraries (including Discovery Centres), particularly in

Aldershot, Alresford, Gosport and Lymington. This will help to assess levels of real overlap and / or complementary provision, and can inform joint marketing as well as sharing of resources.

These qualitative findings indicate emphases on different services at different libraries: for example, a greater emphasis on information services and IT at Eastleigh while family activities are particularly valued at Aldershot and Alresford. The findings also indicate generally low usage of CDs and DVDs. Analysis of data records showing actual levels of usage will verify (or challenge) these findings. In turn, this will help to identify need and demand collectively and individually and inform choices for future investment.

4.1.8 Places and spaces: this research shows how appreciative Users are of the capital

developments that have been undertaken in the recent past. Library spaces will continue to contribute to a strong sense of place and identity for local people, helping to combat isolation and increase health and wellbeing. Further, Users involved in this research are generally open to ways in which these spaces adapt to changing circumstances. This open minded attitude has implications for co-location of services and partnership working described in section 4.3 below.

4.1.9 Hearts and minds: the findings of this research demonstrate that these Users

appreciate the challenges ahead, and they have welcomed the opportunity to engage in a dialogue about their experiences of using Hampshire County Council Library Service. As the findings in 3.1.1 above show, the HCC brand is very important to them, and one that they trust: continuing this dialogue will continue to be critical, particularly where difficult choices have to be made.

4.1.10 Ambassadors: the Users consulted here are all active advocates of the HCC library service, and are passionate about increasing user levels, particularly among children and young people. As such, they are a major resource which can be harnessed to raise the profile of their local libraries, and to grow their audiences. A future strategy could involve increased levels of communication between libraries and their Users (for example, email bulletins, print, onsite focus groups), together with the development of an Audience Ambassador scheme / Friends of local libraries.

4.2 Mitigating Non User barriers: conclusions

4.2.1 Analysis of the consultation findings suggests that there are four broad types of Non User. The first of the categories below is likely to want to engage with the core book offer, whereas the second and third will be attracted by the wider range of technological and information resources available at libraries:

I. Families: young parents and older grandparents, motivated by a desire to

provide opportunities for the children in their families, and to ensure that their children have developed literacy and communication skills.

II. Adult learners: formal learning students of all ages who need the space

and resources on offer at local libraries for study.

III. Self improvers: adult informal learners who want to develop skills in areas such as computing and CV writing, and who want resources to help find information about jobs and other public services.



Any future strategy needs to be realistic about the potential to convert Non Users to Users, and there appears to be a category of people for whom libraries will continue to have little relevance until their lifestage and lifestyle changes:

IV. Unpersuadables: people in their 20s to mid 40s who have never engaged

with libraries outside of their school experiences, and who have grown up with the internet. They are early adopters and users of multiple digital devices, enjoying the ease and affordability of accessing reading and information materials online.

4.2.2 ‘Technological access to books’ (3.2.3 above), is a barrier that HCC library service

can do little to combat, and ‘lack of awareness’ can often be a smokescreen for lack of interest. However, the enthusiasm which most of the Non Users interviewed displayed, when they realised the extent of the current library offer suggests that ‘lack of awareness’ is indeed a legitimate reason for not using libraries. Practical ways of mitigating the other five barriers, some of which are interlinked, are suggested below.

4.2.3 A targeted approach: focusing on the younger, family end of the marketplace, and

the older, retired end, will help to focus resources and messaging across the Service. The libraries involved in this study have a lot to offer these markets, and will maximise their effectiveness if they take a targeted approach.

4.2.4 Rebranding libraries: the Discovery Centre brand proved popular with the Non

Users involved in this research, and is a model that sits well with co-location of services (see 4.5 below). It overcomes the remembered experience and perceptions that libraries are ‘not for the likes of me’, and does not appear to distance current Users who are comfortable with the concept of a library.

4.2.5 Getting the word out: many of these findings point to the need for a coherent

County wide communications strategy to raise the profile of library services, complemented by promotional activity on the ground at individual sites. Libraries already engage with some of the suggestions below, but a more streamlined approach across the piece could help to maximise resources and raise the joint and several profile:

Co-programming with major countywide public events such as Hampshire Cultural Trust’s County-wide 2019 D-Day programme

Co-programming with local festivals and public events such as the Dalai Lama’s visit to Aldershot

More regular e-communication with current users Stakeholder cultivation, particularly community groups – parents groups and

nurseries, activity groups such as knitters and stitchers, adult education organisations, learning providers, health and wellbeing

Social media campaign Partnership with media (Tindle, Gazette newspapers) Audience Ambassador scheme involving current volunteers and Users

4.3 Future delivery 4.3.1 Hampshire County Council: there is a strong consensus of opinion across all

Users and most Non Users that delivery of the Service through Hampshire County Council is essential.

Respondents believe that the Hampshire County Council brand provides



professionalism; trust and reassurance; stability and consistency; authority; fairness; return on investment for local tax payers:

“It would be Council owned and one would hope they wouldn’t be looking for profit you’re paying your Council Tax … you expect it to be part of the funding for all libraries”//”The Council are for the community so they are for everybody in this room”//”They would understand what is going on”//”The Council should be for the community” (Gosport Non Users);

“It should be run by Hampshire – I’m a great believer in ‘if it aint broke don’t try and fix it’. It seems to work, whether it’s viable I don’t know … I don’t think of a library as something that should make money … people go by the wayside (in commercial context)” (Lymington User).

This high degree of buy-in to the Hampshire County Council brand is a significant and positive finding from this research, and shows how the Library Service is in itself an ambassador for the Local Authority. It also implies a body of goodwill against which to plan changes or make choices for the new Strategy.

4.3.2 Partnership with corporate sector: five out of the 189 respondents in this research

programme give a cautious welcome to working in partnership with the corporate sector, suggesting Waterstone’s to deliver services or café areas delivered by Costa Coffee. However, the overwhelming body of evidence is against working with corporate delivery partners. The reasons for this are fear of gradual erosion of public services; library buildings closing and facilities located in inappropriate surroundings; loss of professional staff; less choice; introduction of charges:

“I think it’s quite nice to have a building that’s purpose built because at different times in your life you need a library … and it’s nice to know that you can come here and find specialist people who are experts in their field … if you’re going to start putting them in a shopping centre next to a Waterstones you might as well just walk into Waterstones to look at a book”//”You lose a human element and these people are well trained, and their knowledge, are fantastic” (Aldershot Users).

The comment above again reflects the fact that libraries are valued as an integral part of the public realm, along with their importance as providers of a professional and personal service.

4.3.3 Co-location of Local Authority / third sector services: there are high levels of

interest in the co-location of services at all research sites except for Alresford (which is very small) and Bransgore (the mobile library stop). Non Users, in particular, see this as a way of breaking down barriers and encouraging different people to engage with library services. Library Users are keen, but with one caveat:

“as long as it doesn’t squeeze the library element, I think it’s great if it keeps us going” (South Ham User).

Respondents in Lymington and South Ham feel that the co location of registration and library services already works well, and see potential in developing partnership with organisations such as the Citizens Advice Bureau (CAB) and also Tourist Information Centres (TICs). Users’ early experience of co-location of resources bodes well, as does Non Users’ enthusiasm at the prospect. There are clearly opportunities to explore this as a



central plank of a new Strategy: further testing of this model with stakeholders could be a next step in the consultation process.

4.3.4 Involvement of volunteers: there is a general belief among Users and Non Users

that volunteers are already involved in delivering Hampshire County Council Library Service to some extent, although there is a lack of clarity about volunteering opportunities and how volunteers are actually involved at present.

Users generally have no great opposition to the inclusion of volunteers, but think

much depends on whether or not they receive training. However, as seen previously, Users set great store by the presence of trained, professional, paid staff in their local libraries. They have strong reservations about services that are entirely run by volunteers, believing that this will result in factionalism and infighting; erratic opening hours; lack of professional delivery; and erosion of trust and standards.

The loyalty of the Users interviewed indicates that there may be opportunities to

increase the volunteer workforce through recruiting locally, and focus on ways in which volunteers can complement rather than supplement the staff teams at libraries across the County.

Documents

Hampshire Library Service Transformation Programme€¦ · Hampshire Library Service Transformation Programme Consultation Report Anne Millman Associates, September 2015. ... service