How We Began

Our library automation vendor, Sirsi, asked us to take part in a library data project in which libraries would be able to easily access their own library and patron use statistics. More importantly, the product would allow libraries to view and compare their own data with that of other library systems of a similar size. Sirsi was also partnering with GeoLib (the US Public Library Geographic Database) to map out these statistics for library areas. Since we were participants, Sirsi and GeoLib asked us to take on the challenge of drawing out our service areas for each of our library locations. GeoLib would then enter our drawn service areas into their database, and we could then view our patron use and library data in a mapped form. 

What is the Benefit

As a result, our library system could then develop an accurate perception of the “market” or “customer service” areas for each of our library locations. Being able to define such areas would allow us to effectively tailor our services and collections to our library communities and spend our funding more efficiently.

How We Progressed as a Group

We agreed from the very beginning that we should map our library service areas as a group in order to incorporate more than one point of view. A committee was formed which included a variety of staff from branch managers, main library departments, and administration. The committee felt that such a mapping project would be easier if a draft map of the service areas was created. The group could then have a base from which to work and add or remove sections from each service area as they felt necessary. The task of producing such a draft map was given to me, the systems librarian who is responsible for the library system’s statistics and demographics. 

Working From a Starting Point

This department was extremely helpful to me. The GIS staff printed out a wide variety of census block group maps upon my request (a block group is census geography that indicates 1,000 or less people living within that area). Additionally, they printed maps with county commissioner, city council, and school board districts so that we could view political as well as funding boundaries. These GIS maps were not only highly beneficial to the service area mapping but also will be very useful for our other Huntsville-Madison County Public Library projects.

We also received several copies of a large detailed street and Zip code map for Madison County from the Huntsville/Madison County Chamber of Commerce. These street maps allowed us a familiar base from which to start in viewing landmarks and geography throughout our region. The GIS and Hunstville/Madison County street maps were laminated so that they would hold up to frequent use and could be used with erasable markers. 

Determining Patron Use

Huntsville-Madison County Public Library uses Sirsi WorkFlows® staff interface version 2003.0.11.1 for our library’s automation. WorkFlows has a variety of canned reports that we can utilize to determine patron use as well as item circulation and statistics. One of the most useful of these system reports is a “transaction statistics report.” This report can compile and sort checkouts, renewals, etc. at a selected library location by patron Zip codes. A patron’s Zip code is the smallest geographic point on which transaction statistics reports can be run through WorkFlows. Other measures such as items transited reports for each library, patron and staff interviews, and first-hand observations were used to further validate patron activity at each location. We had the beginnings of conceiving and designing geographic market areas for our branches.

Creating a Draft

Once the usage reports were run and compiled, I studied the detailed street map of Madison County as well as the block group maps and compared the usage data with the areas around each library. I took a close look at the Zip code boundaries and where they fell in regard to the census block groups. The geography and road access of each area were also important considerations. With all the factors of usage data, Zip code boundaries, block groups, geography, and traffic in mind, I began drawing out the usage service areas for each location, one by one.

Defining a Service Area

The “Service Area Mapping” committee agreed to set aside a day to work on the final copy of our service areas. Since we have 12 locations throughout our system, we wanted to allow plenty of time to review each location. 

When the committee met, we first had to address the following:

• What is a service area? 
• How does one define a service area? 
• Is it based on patron or customer use? 
• Is it limited strictly to one’s proximity to a location?
• Is there a generally accepted mileage radius that would automatically define the service area for each site regardless of any other factors? 
• What about the political districts of which each library was a part? For example, our locations are also defined by the county commissioner district in which a library is located, and a percentage of the library system’s funding comes from these types of political resources.

These were the kinds of questions that we asked before putting erasable marker to laminated map. We all agreed that patron use was a critical element in determining a service area. Also important, since part of our library system’s funding was dependent on county commissioners, the City of Huntsville, etc., the political boundaries could not be discounted. Ideally, the political boundaries and the patron usage boundaries would have matched and we could have accurately displayed use and political funding in one map. However, incorporating these elements involved a compromise because of the differences between the two. 

The compromise involved the final creation of two maps:

• A “Usage Area” map (identical to the agreed upon usage draft) that depicted patron use for each location
• A “Legal Service Area” map that portrayed the funded geographic areas for each library and also accommodated patron usage patterns 

The Final Results

Seeing our legal and usage areas laid out on a map was highly beneficial to our library system. As a result, we now have a clearer picture of our political funding and patron activity. This provides us with a new opportunity to ask vital questions regarding our use, funding, and services and to improve the allocation of our library system’s resources.

Because our work in mapping service areas yielded such valuable results, Normative Data Project (NDP) staff is working to make this type of information available to all libraries. NDP staff is creating online maps for nearly 17,000 public libraries in the United States – using a preset, one-mile radius from each library building. With a subscription to the NDP, library staff can select a city, county, and library and view a market area map that reveals demographic data for a particular library. To better reflect their service areas, library staff can also tweak the maps by adding other block groups to the preset maps.

Sherry Lee is the Systems Librarian at Huntsville-Madison County Public Library in Huntsville, Alabama.