"They Put a Library in the Mall!"

James R. Johnston

"They put a Library in the Mall."

"The baby-sitting problems will be horrendous!" "This is really great!"

"What are you going to do about Security?"

During the first six months of operation, the Joliet Public Library Outlet in the Louis Joliet Mall issued more than 3,000 new library cards and reissued nearly 600 that had expired. Only 16 patrons have come into the facility to complain about the 'waste of their tax dollars' to put a library in the mall. An additional 13 have commented about the 'waste' in the suggestion and comment boxes at the main library. For the Board of Trustees and administration of the Joliet Public Library, the decision to locate in the mall turned out to be a very simple choice. There were two locations for rental space that were within the boundaries of the service area most needed.

The Joliet Public Library Mall Outlet is new for Joliet. Despite the reaction of some surrounding library boards, a library in a Mall is NOT a wild, new innovation. Library Literature lists few citations for branch locations in shopping malls. I feel that the lack of literature stems from a general acceptance that the location of the library occurs for a multitude of reasons. I did discover that Library Literature does not differentiate between enclosed malls and open, or strip, malls. Since our Joliet Public Library Outlet is in an enclosed Mall, I will adopt the Capital "M" Mall for this article. Joliet has an outlet in the Mall!

Mall developers spend thousands of dollars on research for the siting of a regional shopping center. Each retailer develops a probable customer profile as a routine part of their decision to make the capital investment for the anchor stores of a Mall or of a mall. Many smaller strip malls pop up with far less formal research. Location, access, cost and availability still prompt even the 'smallest' developer before they begin to construct their space. Fewer libraries locate branches in Malls, due to an apparent drawback,

"expensive" space. When the library considers Mall spaces, the opportunities to serve the customer profile researched OR extant could be considered worth the investment or not. In many cases, the library is unable to compete for Mall space, which is enjoying near capacity occupancy by reaching the per square foot expenditure level a retail establishment can provide. A careful analysis of the "rent" may be viewed as an investment in ACCESS. The Mall developer took a blank property and put a large capital investment in the facility. A portion of the rent goes to the repayment of the investment and a return to the people who put up the money (or backed the notes). A portion of the rent supports maintenance of the common areas, including parking and access. Another portion is support for the common Mall publicity, usually through a merchants' association. And another portion pays for electricity, water, heat and real estate taxes. Rarely can a public entity occupying a small fraction of a large Mall exempt its portion from property taxes. Libraries have a stable support base unlike many possible retail occupants of the Mall space. The library normally has its own publicity vehicles, which can amplify Mall efforts and, possibly, lessen the contribution for common Mall publicity. Public Library use is a different cycle than the peak times of the commercial establishments. This can assist the Mall in drawing numbers of

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people into the Mall other than at Christmas. There are segments of the desired customer base of the Mall that the library may be able to attract and retain in addition to the customer profile that already use the Mall. Any 'store' that brings in more possible sales is a plus to the Mall. The Joliet Public Library was able to negotiate a favorable rent rate by working with the Mall management and ownership. Mall management recognized that a longer term lease from the library is far less of a 'vacancy' risk than many other possible occupants.

Some issues are not fully researched, but are apparent to even a quick read. Libraries are seldom a "savior" for a mall or Mall which is not commercially viable or one that has had a major demographic change in the area. Libraries sometimes cannot compete with the retail sector in paying premium rent for premium space in Malls. Most libraries use the Mall or mall location as a short-term solution while more permanent sites are located, because most public libraries use some form of bonding or public building commissions to erect structures. One urban library closed its Mall branch because of security problems.¹ Baltimore County and others are setting up kiosks in Malls with public access to the library catalogs, the Internet, and even a Reference Librarian.² Baltimore County has placed standalone and storefront "branches" in every type of location imaginable for years. Leon County Public Library had a branch in the Northwoods Mall in the early 1970s.³ The Mall branch served as the main library for some years while the new structure was planned and built. Many libraries locate in strip malls while they develop plans and complete structures: Matteson, IL, Glenwood, IL, and Grande Prairie Library District in Country Club Hills-Hazelcrest. Many libraries in the southern states, such as Arkansas, have branches in enclosed Malls.

Most Mall locations were very happy with the exposure and the numbers of patrons reached by services they had not used prior to the Mall location. Each instance seemed to run a history from starting small to incredibly busy, but in direct parallel with the Mall in which it was located and directly related to the activity in the neighboring Mall businesses. Internal library facilities in commercially successful Malls seemed to consist of small outlet services offering the high traffic items without pretending to be a complete library. In short, they were planned and served as additional SERVICE possibilities through geography and convenience for people who would not have bothered with 'the trip' otherwise.^4,5,6,7

JPL examined the issue of Mall location for BOTH strip malls and Malls, since there were opportunities in each type of mall. Our outlet is in the Mall, the enclosed, climate controlled place where people go to socialize as well as to shop, to walk and to spend time. Our outlet is in a smaller (4,700 square foot) space along one of the less frequented 'branches' of the main Mall concourse. How this decision came to pass is a rather straightforward sequence. Why it happened at all is a long tangle of motivations and expectations!

During 1995, the Joliet Public Library embarked on an ambitious plan to improve the accessibility of its services. Two physical projects were undertaken concurrently: a parking lot for the main library in the City Center and a limited service outlet. The City of Joliet is rapidly expanding in a single direction around and beyond the Mall and mall locations. The outlet opened on September 9. The parking lot became a reality on December 8. JPL circulation has increased by 14 percent for the year. Thirteen percent came from the four months of operation in the Louis Joliet Mall Outlet and 1 percent additional from the main library itself, centered on the few months of gravel-lot, free parking and relatively jumping despite the December lull. The service improvements of Local Area Networking, additional materials, updated equipment and added training for personnel and additional service personnel were less visible, but critical nonetheless.

When considering the decision concerning Mall or mall location, the Board and Administration applied a few criteria for comparison:

1. In operation by the start of School.
2. Improve access for youth who MUST BE DRIVEN to the library facility.
3. Four directional SAFE access.
4. Minimum development costs.
5. Minimum operating costs.
6. Minimum 3,500 square feet usable internal space, up to 7,000 gross square feet.
7. Supervisable by a minimum staff.
NOTE: The Joliet Public Library long-range plans include a 15,000 square foot branch that can service a bookmobile. A realistic time frame for its construction places the time of opening in about seven years (when the bulk of the bonds for the addition to the main library have been retired!). The rapid growth area is adding AT LEAST 1,500 new residents each year, up to a maximum of the 4,400 already moved in. A rental space in the interim provides a much needed service to an expanding area. The far northwest corner of Joliet is a 34-minute average drive away from the City Center Main Library. The Mall location is a 21-minute drive from the Main Library. Joliet has grown. The Mall outlet provides immediate access to services that must be reached via automobile during most of the 'afterschool' and 'after-work' hours of the day.

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The physical location decision became very simple. Two locations could be occupied within the designated time. One site amid a sequence of small commercial strip developments was completely unfinished but set up to operate as three small units, including three small HVAC systems, three front doors and access along a four lane street only. The new residents of the community would have a left turn across a high traffic street to enter the other property. Residents coming from the 'older sections of Joliet would have to exit across the traffic via left turn. Pedestrians from the bulk of the near housing units would be crossing a four lane street which may have a stoplight near the property in the future. Although access had been planned across the front of the adjoining property, that access had been modified into a green strip. "All the Library has to do is get the owner of the adjacent property to agree and the city to restore the access and put in the stoplight," the owner suggested. Vacant property was initially eliminated due to the extended time of design, negotiation and construction.

JPL had proposed branch services for 11 straight budget years. For 10 of those years, the answer was "Yes, we need it, BUT there is no available funding!" The 1995 budget obtained a 'window of opportunity' for commencing services on a very modest scale as long as the issue did not include bonds or major capital funding. The concept of immediate service at a modest level that could be 'grown into' was finally an acceptable alternative. The test site for extension of services to the far west and northwest area of Joliet provides a service and demonstrates an effort to serve which is important to the numerous new residents.With the assistance of the district city counsel representative, the mayor and many members of the city council, the board secured an appropriation of one time revenue to commence operations. The growth would allow the phasing in of operating dollars and still decrease the tax rate. The revenue produced from riverboat gaming reached a level at which dollars could be sought and found for operation of a library outlet. Even while the one-time revenue possibilities were at their peak, no capital investment could be secured for the purchase and construction of a Branch.

In reviewing possible locations, the board emphasized access for the newer residents and the least served residents of the community—young families and seniors. Mall shopper surveys clearly showed that all areas of Joliet frequented the Mall along the same four-lane road where the strip mall location was sighted, especially during the winter and inclement weather months. The enclosed Mall participated in the Mall Walk exercise program drawing seniors from the immediate area, a senior residence along the Mall perimeter

and a mixture of people from the surrounding housing developments, including adjoining communities. The enclosed Mall location shares common areas which are independently maintained as part of the Mall rent, as opposed to separated contacts by the library for the strip mall location. The common area of the Mall served the vestibule function, which would have to be constructed within the strip mall site. Lighting was in place for a retail store requiring imagination in the realignment of the lighting, but not the capital expense of installing it. The rest room for staff was already present. A lunch room break area was present. Public rest rooms were part of the Mall common areas not requiring separate library maintenance and water billing. The library would be part of the advertising of the Mall Merchant's Association, its location being 'in the Mall', rather than 'along the east side of Essington Road between the car wash and the veterinary hospital.'

Facts about Joliet that had to be considered.

1. Joliet has NOT had a service facility on the West Side of the community.

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Although Joliet has had a tremendous Reciprocal Borrowing imbalance (outgoing) to two surrounding smaller library facilities for decades, political support for a move to the Westside was absolutely vetoed by the city fathers, leading citizens and the active public. An adequate main library in the City Center had to be completed and put into service prior to any action away from the City Center. The expanded City Center Main Library was completed in 1991. Business doubled. The first small issue of bonds was paid off.

The lack of a west-side facility was created by a clash of three very different motivations and expectations. The first and 'most politically' explosive motivation is based in a concern for the long-term viability of the City Center of Joliet. City Center is essential to the long term economic well-being of the City of Joliet. Its long-term down turn in viability and assessed valuation shrinkage had triggered a pervasive reluctance to expend tax money, especially for new construction and increasing service support dollars. The Joliet Public Library had to invest in the main library in the City Center first. After the 1989 fire, JPL did exactly that, added and reconstructed! A library parking area was finally coming into being. The concern for flight from the City Center adds to the concerns for a return to the old days of the City Center being the retail, commercial, banking, legal and social center of Joliet, creating a nearly immovable object, keep it all where it always was and do not spend money on improvements for people who will move in and out rapidly.

2. The second reason is more subtle. It is the compilation of the 'suburban' character of expectations and surroundings that most Joliet residents daily encounter. JPL patrons travel everywhere for work and leisure activities. In their travels, the 83,200 people do use many other area public libraries. JPL has a large reciprocal borrowing imbalance (JPL patrons take far more items out of two neighboring suburban library facilities than the far less numerous residents of those communities take out of Joliet). Location is easily the predominant factor in one of the imbalances. The facility is across the street from the most heavily populated area of Joliet. The other is a new structure in the other half of the area where all the high school students attend Joliet Township High Schools from the west. This suburb grew from a mixture of new homes for people moving from Joliet and the location of the first new home for Joliet young families. It is not surprising that young people travel to visit their friends, away from the urban center of Joliet. The majority of young families live within a 15-minute car ride of these other facilities. The majority of the middle class white and blue collar families established in town (junior high and high school kids) lived within a 10-minute car ride of the other facility. The facility was located on the main east-west route, which did not cross through the City Center area (and across the DesPlaines River, the I&M and Sanitary and Ship Canal or the many bridges that connect and separate Joliet.)

3. The third reason is even less obvious, the surroundings and lifestyle differences of urban or suburban areas, the comfort zone of many Joliet residents. At one time, the majority of Joliet residents worked in Joliet proper heavy industry and lived in close proximity to transportation or roads to those industries. Today, one in every three workers residing in Joliet works in Joliet. The vast majority commutes by automobile. Half the workers who live and work in Joliet work in the City Center. Established urban City Centers must employ high volume multi-level parking structures. The other half employ, as do all those who live in Joliet and work elsewhere, travel to and through areas of dedicated flat lot suburban style parking as part of their work environment. Most new residents arriving in Joliet are most used to a strip mall, flat, free parking environment. Their families and family activities are automobile centered. Where concentrated retail shopping in the City Center once brought the urban population of Joliet into the City Center, the development of strip malls to cater to the automobile in quantity, and ultimately, a regional shopping center on the fringe of Joliet changed the use of the City Center from retail to banking, legal, government and specialty locations. Joliet City Center workers are mainly white collar workers. They park in the decks and parking lots every day. Their trip to stores goes away from the City Center, joining the other outside commuting residents. Creating further disruption is the river and canal dividing the City Center from the bulk of the housing in the city limits.

For people who are used to daily commuting via expressways and the best through roads they can use, the stop for a barge on the canal and the 'glut point' for traffic, the approaches to the limited number of bridges is a traffic slowdown, which is to be detoured as are all such possible slowdowns on their normal commute. For the City Center workers, the bridges (and the lifting of the bridges) is a fact of daily life planned into employment commuting and avoided when off.

Mall facts for consideration.

The Mall had quite a number of vacant sites and short term businesses. The stability and different cycle of library popularity, busier and more active in summer and not so busy at Christmas would compliment

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the cycle of the Mall. The library would be a stable occupant. Mall management was very willing to negotiate for a lease term that would parallel the library's longer term plans for extension services and offer a service test option now!

The demographics and research leading to the initial Mall siting and subsequent shopper survey showed that the people not using the library in the City Center were using the Mall.

Mall security and library discipline functions were already in place, supplementing the solely library activities of the independent location.

The library did not obtain a separate outside door, which is distance drawback to our less mobile patrons; however, the mall facilities are fully accessible without major modifications.

With the Mall common areas providing the vestibule functions, the library could better use ALL the space inside the lease line for direct service.

The storefront sign for the Mall would be an interior sign, slightly less cost than an exterior sign.

The Joliet Public Library Mall Outlet is located where many of the people who do not use the main library are sometime likely to visit. The economic health of the Mall is a factor, which will influence the JPL future decision to renew the lease or to move. The JPL Board is seeking an adequate site for a permanent branch of proper scale before the areas are completely built out. The time frame will extend at least to the end of the Mall lease.

JPL has learned some important lessons in marketing. JPL Mall Outlet patrons still try to locate homework support at the outlet, despite our clear and best efforts to state that the outlet has a selection of new items but not all the library. The new Barnes & Noble bookstore complete with coffee shop has the library in the Mall and WaldenBooks concerned. Barnes & Noble opened a 12,000 square-foot facility. Our outlet must respond with signage, display, marketing and quantities of new items to compete. The regular customer base for the outlet is just developing. Each regular must learn a new habit pattern and develop the routines that facilitate Library use. It is becoming a new entry place to the Mall, drop off the items at the library, complete your visit to the Mall and, then, stop at the library to take out more items. Checking out items early requires the customer to 'lug' them around the Mall. We are considering a check out now-pick up later concept.

The first few months of the Mall service have been so universally successful that the board and City Council are asking themselves why they could not have done this before.

Footnotes

1. Crime forces branch library out of Charlotte, N.C., mall Kniffel, Leonard American Libraries v22 p122 F '91

2. Wireless library unit gives data on the go; Public Information Kiosk supplies information to patrons wherever they might be, even in the mall Rogers, Michael: 1960-Library Journal v116 p26 S 15 '91

3. Library Kiosks in Maryland
Library Administrator's Digest v31 M '96

4. Gautier Public Library is newest addition to Singing River Mall (temporary location during library renovation) Mississippi Libraries v58 p79 Fall '94

5. There's a library at the mall (Vancouver Mall in Vancouver, Washington) Behrman, Sara Conable, Gordon M.: 1947-Wilson Library Bulletin v64 p31-3 D '89

6. Public libraries: where the action isn't (if the kids are in the mall and not in the library, why not take the library to the mall?) Eaglen, Audrey B.: 1930-School Library Journal v35 p49 0 '87

7. Happy mall fellows; library and bookstores are great neighbors in urban shopping mall Singh, Sharon R. American Libraries vl6 pl54 Mr '85

* James R. Johnston, Library Director, Joliet Public Library.

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