Program Proposal Template

Running Head: NATIONAL HISPANIC HERITAGE MONTH

National Hispanic Heritage Month Unity through Diversity

Breanna Haywood iSchool at Drexel University INFO 649 Library Programming Fall 2011

Abstract

This exemplary library program is a month-long, multi-event celebration for National Hispanic

Heritage Month. This event will take place September 15, 2012- October 15, 2012 at the Napa

Main Library in Napa, CA. The target audience is the local Latino community but all are welcome to participate. Currently there are no events celebrating this rich cultural history and the city’s growing diversity. The theme of the programming will be “Unity through Diversity” and

Napa Main will be partnering with Napa County Hispanic Network, Somos Napa – We are

Napa, and Puertas Abiertas Community Resource Center. The aim of the program is to celebrate the heritage of the Latino community while educating and exposing others to the rich cultures.

There will be adult, teen, children, and family events during the month. Main activities include a

Welcome party, musical and dance performances, movie day, arts and crafts, and more. NATIONAL HISPANIC HERITAGE MONTH 2

1. Community

Over 125 years old, the Napa Main Library is a free public library that serves a

population of approximately 77,000 residents. Napa Main Library is the largest of the four

branches that comprise the Napa City-County Library system. The library’s main source

(78%) of funding is based on property taxes, and also receives funding from the state of

California, the county and city of Napa, and fees, fines, and gifts. There are a number of

groups that control the government of Napa Main Library including the Napa County Board

of Supervisors, an eight-member Library Commission, and various California state laws.

Additionally, there is a Library Foundation and Friends of the Napa Library organization that

help volunteer, fundraise, and support the library and its staff.

Napa Main Library is comprised of a lobby, children’s department, teen center, Spanish language section, study/conference rooms, and an adult fiction and non-fiction department. The upper floor is where the administrative offices are located. The library is also home to three unique spaces: a Literacy and tutoring center, a LifeWorks career center, and the Marketplace which is home to newspapers and magazines, home & garden and wedding books. In addition to the physical spaces the library also offers wireless access, fifty computers, a diverse multimedia collection, printers, and copiers.

The Napa Main Library serves the population of the city of Napa, California. The city has a population of 76, 915 residents. Children 18 years and under make up 24.5% of the community and the city’s average age is 37.4 years (Napa Chamber of Commerce, 2011). Demographically

Napa is 57.2% white (not of Hispanic origin) and 37.6% Hispanic (from any Hispanic country), with 35.3% speaking a language other than English at home (U.S. Census Bureau, 2010). In addition, the population of Napa is split almost equally in terms of male and female residents. NATIONAL HISPANIC HERITAGE MONTH 3

2. Target Audience

The target audience for the Hispanic Heritage month program is the Latin American community in Napa. Comprising nearly 40% of the population, Latinos have a long history in the development of the rich and beautiful diversity of the Napa Valley. The audience includes people from all ages, genders, occupations, religions, languages, and education levels. The idea of the program is to explore and celebrate Hispanic Heritage, as well as cultural diversity in general.

While the Latino community is the primary target audience, all patrons and community members are welcome and encouraged to participate.

Having participants of all ages and backgrounds will contribute to heightened cultural awareness, a greater sense of community, and exposure to new ideas and experiences. The events and the overall program will benefit from having diverse participants. The target audience will benefit by learning about their historical heritage and culture and sharing their experiences. By welcoming all of the community the program can try to break down cultural stereotypes and influence attitudes.

3. Statement of Need

The Napa Main Library serves a large number of Latino and Spanish-speaking patrons.

Due to the lack of bilingual and multicultural library staff, there are many challenges in planning and implementing multicultural programming. Out of the fifty library employees, there are only five bilingual persons, only one of which is an accredited librarian. The library would like to also acquire funding in order to hire a Diversity/Latin American library liaison. The current situation could be problematic, considering more than a fourth of the community identifies as Hispanic and Spanish-speaking. The library seeks to address this problem in the future by creating a NATIONAL HISPANIC HERITAGE MONTH 4 diversity board that would focus on the needs of the bilingual/Latin American population in

Due to the lack of bilingual and multicultural staff, programming for the Latino population has suffered greatly. For this audience there is currently only a weekly bilingual story time and English language literacy tutoring. There are no exploratory, cultural, or exciting events being planned for this large group of community members. According to the Reference and

Users Services Association, a division of the American Library Association, this issue is present across the nation. In the publication, Guidelines for the Development and Promotion of

Multilingual Collections and Services, RUSA states, “the multilingual needs of library patrons who are language students, foreign students or bilingual citizens have been under-served by traditional library services” (RUSA, 2007). By implementing the National Hispanic Heritage month program, the Napa Main Library would be taking steps to provide cultural diverse events and opportunities for the Latino audience.

The International Federation of Library Association deems cultural representation and appreciation in libraries as a vital factor contributing to a positive and nonviolent community and library environment. The IFLA claims, “cultural and linguistic diversity is the common heritage of humankind and should be cherished and preserved for the benefit of all. It is a source for the exchange, innovation, creativity, and peaceful coexistence among peoples” (IFLA, 2009). The proposed library program exemplifies the previous statement by the IFLA by celebrating cultural differences in an interesting, creative, and engaging way. Similarly, in their Policy Manual, the

American Library Association insists that institutions make “efforts to identify and eliminate cultural, economic, literacy-related, linguistic, physical, technological, or perceptional barriers that limit access to library and information resources must be prioritized and ongoing” (ALA, NATIONAL HISPANIC HERITAGE MONTH 5

2011). If the Napa Main Library implemented National Hispanic Heritage month it would help to eliminate cultural misconceptions or barriers by exposing and educating the public on Latin

American cultures and countries.

In response to a research study that examines the effect of library programs aimed at immigrants, Vårheim (2011) asserts, “public libraries are promising arenas for generating social trust” (Vårheim, 2011). That being said, the library can be instrumental in bridging the diversity barriers that so often plague our communities. By providing programs that cater to immigrants or minority populations, the library is offering itself as a positive, comfortable, and free environment for people to learn, live, and experience new information. The Napa Main Library has an opportunity to become an area for cultural awareness by implementing the Hispanic

Heritage month program.

In a different research study, Picco (2008) looks at the role public libraries play in the integration of ethnically diverse people into society. Although her study focused on public libraries in Montreal, her findings can be applied to any library that serves a multicultural population. The most relevant observation from the study was that it is not enough to acquire and offer multicultural materials and services. Picco decides that public libraries must also market to and encourage immigrant populations to use materials and services. By proposing to promote the program in two languages and through a multitude of communication methods, the library is supporting Picco’s theory that promotion will lead to increased attendance and library use.

The proposed program also conforms to the values, goals, and objectives set forth by the library’s mission statement. The library’s mission is:

The Napa City-County Library's mission is to enrich people's lives with books and information. The Napa Main Library serves the city of Napa by providing free and equal access to public library facilities, information resources, and services that enable Napa’s NATIONAL HISPANIC HERITAGE MONTH 6

diverse population to acquire information, pursue life-long learning, explore ideas, experience recreational and cultural enrichment, and enjoy the pleasure of reading.

The program is in accordance with the library’s mission by offering free and informative multicultural programming that stimulates the exploration of new ideas and is culturally enriching for the diverse population of Napa. The program and events are available and open for all participants in hopes of fostering an appreciation for life-long learning.

In addition to the mission statement, the library program also relates to the needs of the community. Over one fourth of Napa’s residents identify as Hispanic and/or Spanish speaking according to the US Census. Therefore it is extremely important to reflect their unique cultural needs within the public library through materials, services, and programming. The proposed library program would also reflect the interests and requirements of the target audience by providing relative events and information. Hispanic Heritage month activities are a great way to introduce the library’s multicultural and multilingual collection.

4. Intended Results

There are several positive intended results for this specific library program. One of the most basic results will be exposing community members to Napa Main Library, its staff, and resources. The programming may attract non-library users who in turn might sign-up for a library card. Becoming familiar with the library will hopefully inspire new and existing library patrons to attend additional programming, check out more books, and visit the library more frequently. Happy patrons and participants will talk about their experiences and recommend the library to friends, family, and others.

Due to the multicultural aspect of the program and events, it is expected to bring together people from different cultures and backgrounds to share their histories and experiences with one another. Therefore strengthening the community awareness and inspiring respect for all people NATIONAL HISPANIC HERITAGE MONTH 7 and cultures in Napa and worldwide. The program and events are also intended to stimulate new community relationships and create a positive, open-minded library environment. It is also expected that participants will be introduced to new ideas and concepts.

A welcomed result is that the program will be successful and duplicated annually. It would be wonderful to celebrate Hispanic Heritage at the library every year, which would result in further exposure for patrons to more cultural aspects and Latin American countries. If successful, the program could also inspire programs for other cultural heritage months like

African-American History month or European American Heritage month. This would benefit the library’s patrons by implementing programming that covers all of the rich cultures of the world.

The final intended result of the program will be a successful collaboration between the library and the three partner organizations. A positive experience will mean better events for participants and less stress for staff. With any luck the organizations will continue to support the

Napa Main library and could potentially be partners once again in the future.

5. Program Design and Evaluation Plan

5.1. Partner Organizations

Napa County Hispanic Network (NCHN) is a local non-profit organization that is interested in issues affecting the Latino community in Napa. In addition to many other issues, the

NCHN offers scholarships for students, leadership and educational opportunities, and develops community partnerships to benefit Latinos. The role of the NCHN will be to promote the program, donate funds to cover material costs and advise the library during the planning process.

Somos Napa – We are Napa is a grassroots effort to inspire a positive, multicultural community environment. Somos Napa aims to create kind neighbors who care and appreciate one another despite differences in age, gender, race, language or religion. This group is attracted NATIONAL HISPANIC HERITAGE MONTH 8 to the program for many reasons including the fact that it encourages a multilingual environment.

Their contribution to the program will include promotion on the website and to their members as well as organizing volunteer translators.

Puertas Abiertas Community Resource Center is a local group that provides an abundance of assistance for the Latino community. This organization promotes healthy living, self-sufficiency, leadership opportunities, and community engagement. They are interested in being involved with the program to help educate all participants on the rich cultural history of

Latinos. Puertas Abiertas will assist by promoting the program at their center and sponsoring the

Bienvenidos Fiesta.

5.2. Program Goals & Objectives

There are four program goals for the Hispanic Heritage month program:

1. Potential participants will learn about the program.

Objective 1.1. 30 people will register for any of the 5 events

2. Patrons will have access to library resources related to Hispanic Heritage month, Latin

America, famous Hispanic Americans, Spanish language and the Latin culture.

Objective 2.1. Fifty percent of items from Hispanic Heritage display or reading

lists will be checked out.

3. Increase knowledge about and use of library and resources available

Objective 3.1. Twenty percent increase in circulation during the month

Objective 3.2. Twenty new library card sign-ups

Objective 3.3. Survey will indicate feedback on library and programming

(* See Worksheet for Determining Goals/Objectives, Outcomes, Activities and Resources). NATIONAL HISPANIC HERITAGE MONTH 9

5.3. Project Activities

In order to provide the five main activities during this library program several steps must be taken. All events will be planned to represent a wide variety of Latin American cultures; each event looks at a specific cultural aspect of a particular country of region. Together they will give participants a well-rounded understanding of Hispanic heritage and its importance. Specific instructors and performers will be recruited for their corresponding event by library staff and partner organizations (as per the schedule). All activities will be publicized and promoted together through advertisements (Napa Valley Register and Napa Library newsletter), social media (Facebook and Twitter), websites, fliers, bookmarks, and signs. Participants are encouraged, but not required, to register for events in advance.

The Bienvenidos Fiesta is the first in a long series of activities during the program. This event is a celebration to mark the beginning of Hispanic Heritage month. All the countries and cultures will be represented with food, music, dancing, and games. Puertas Abiertas, a partner organization is sponsoring this event and will be coordinating the food, providing a DJ who specializes in Latin music, and organizing volunteers to create and orchestrate the games area.

Library staff will work in close partnership with Puertas Abiertas to coordinate a fun and festive welcome party. Staff and volunteers will oversee and work the event.

The second activity is a performance by Flor de Tango, an Argentinean tango band from the San Francisco Bay Area. The band consists of two native Argentineans with master’s degrees in musical performance and audio processing. Their knowledge and experience of tango is incredible. Library staff will book the band for a 90-minute performance. The band is willing to cover half of the booking fee as a donation. Before the event the library staff will assist the band to set-up their equipment. Staff will also be on hand during the event. NATIONAL HISPANIC HERITAGE MONTH 10

The third activity is a dance performance courtesy of the Napa Valley Ballet Folklórico, a local dance group that specializes in historical and cultural Mexican dancing. All members of the group are children ages 5-18 from the community. Library staff will contact the dance group to book a performance. NV Ballet Folklórico will perform free of cost to promote their organization and their heritage. Library staff will set-up the performance and seating areas and help the group with anything they need.

The El Cine activity is a movie showcase. Two different Latin movies will be shown in order to accommodate different age groups. The movie Selena will be showing for children and teenagers while adults are invited to screen the movie El Norte afterwards. Each movie represents a different country, Mexico and Guatemala respectively. A library staff member will reserve copies of the movie to show in the Community Room where they will also set-up seating.

During the event two volunteers will operate the movie and afterwards facilitate movie discussions.

The last activity will be an arts and crafts event where participants will make an ofrenda.

The ofrenda, or altar, is part of the Día de los Muertos (Day of the Dead), a National Mexican holiday where families and friends honor their loved ones who have passed away. The library staff will contact the instructor through the Napa County Hispanic Network. The instructor will teach children and teens how to create an ofrenda and teach them about the cultural significance behind the holiday. Library staff and volunteers will be available to assist participants and the instructor.

5.4. Scheduling and Resources

The planning phase of the project will begin a month and a half prior to the first event.

Senior library staff and administrators will meet with partner organization representatives to plan NATIONAL HISPANIC HERITAGE MONTH 11 the program details on August 1, 2012. The senior librarian and the partner organizations will begin to contact instructors, performers, and volunteers August 3-7, 2012 using telecommunications. Senior library staff and administrators will meet with partner organization representatives again on August 6, 2012 to finalize program details and events. August 7-10

2012 a small group of library staff members will design the programming flies, ads, and press releases using computers and publishing software. Promotional information will be sent out to newspapers/ newsletters and websites, as well as to the photocopier to make the paper signage on

August 10, 2012.

August 13-14, 2012 a library staff member will touch base with instructors, performers and partner organization to insure everything is going according to plan. Then beginning on the

15th of August promotional information will be published in newspapers/newsletters, websites, social media, and through signage at the library and partner organization places of business.

From this date through the end of the program all library staff will be available to answer any and all questions pertaining to the programs, events, and registration.

Approximately two weeks before the program begins, September 3-11, 2012, two library paraprofessionals will order, collect, and organize items for the Hispanic Heritage display. They will also create age-appropriate reading lists that are related to the program theme. On September

18, 2012 the two library paraprofessionals will assemble the displays using the materials and supplies. They will photocopy reading lists and make them available on paper and in electronic format on the library website. On the same day the senior librarian will contact Napa County

Hispanic Network to make last minute arrangements for the Bienvenidos Fiesta.

Library staff members, volunteers, and NCHN members will begin setting up for the

Bienvenidos party September 13-15, 2012. They will use supplies provided by the NCHN. The NATIONAL HISPANIC HERITAGE MONTH 12

Bienvenidos Fiesta event will take place on September 15, 2012, staffed by five library staff members, volunteers, and members from NCHN. The same group will cleanup immediately after the event. (see Schedule in Appendix).

One library staff member will contact Flor de Tango on September 19, 2012 to confirm their performance. The performance will take place on September 22, with one staff member setting up the chairs and one staff member monitoring the event. The following Wednesday,

September 26, 2012, one staff member will confirm NV Ballet Folkorico’s performance. The event will take place on September 29, 2012 in the community room with one staff member monitoring the event. On October 3, 2012 one library paraprofessional will obtain both movies for the El Cine event on October 6, 2012. During the event two volunteers will manage the DVD player, pass out popcorn, and facilitate a discussion afterwards. For the last event a library member will contact the instructor to confirm. During the making of the ofrendas the instructor, a library staffer, a volunteer, and members of NCHN will be helping participants during the activity. The same group will clean up immediately after the event.

During the entire month (September 15- October 15, 2012) surveys will be available for patrons and participants to fill out. Beginning on October 15-20, 2012 two volunteers will collect and the survey data as well as circulation statistics. Analyzing of this data will take place

October 22-25, 2012. On October 26, 2012 senior library staff will meet with partner organizations and other stakeholders to present the findings and evaluations of the program.

5.5. Method of Evaluation

*See Outcomes- Based Evaluation Table in Appendix NATIONAL HISPANIC HERITAGE MONTH 13

5.6. Budget

Staff Planning and Preparation 25 hours $500

Bienvenidos Fiesta event 10 hours $200

Flor de Tango event 2 hours $40

NV Ballet Folklórico event 2 hours $40

El Cine event (volunteers) $0

Make an Ofrenda event 3 hours $60

Survey, Circulation Statistics Analysis 1 hour + volunteers $20

Materials/ Supplies

Advertisements $250

Signage (bookmarks, fliers, posters) $150

Paper for Surveys $40

Library resources (books, movies, etc.) $0

Popcorn $40

Equipment

DVD player, TV, Chairs (owned by library) $0

Special Services

Photocopying $50

Other costs

Flor de Tango $150

Total $1540 NATIONAL HISPANIC HERITAGE MONTH 14

Selective Bibliography

American Library Association (ALA). (2011). Policy Manual. Retrieved from http://www.ala.org/ala/aboutala/governance/policymanual/updatedpolicymanual/section2 /60diversity.cfm#60.4

International Federation of Library Associations (IFLA). (2009). The IFLA Multicultural Library Manifesto. Retrieved from http://archive.ifla.org/VII/s32/pub/MulticulturalLibraryManifesto.pdf

Napa Chamber of Commerce. (2011). Demographics. Retrieved from http://www.napachamber.com/demographics.html

Napa City-County Library. (2011). Napa Main Library. Retrieved from http://www.countyofnapa.org/library/napamain/

Napa City-County Library. (2011). Library Commission. Retrieved from http://www.countyofnapa.org/library/commission/

Napa County Hispanic Network. (2011). Napa County Hispanic Network. Retrieved from htpp://www.napacountyhispanicnetwork.org

Picco, M. A. P. (2008). Multicultural libraries' services and social integration: The case of public libraries in Montreal Canada. Public Library Quarterly, 27(1), 41-56.

Puertas Abiertas Community Resource Center. (2011). Puertas Abiertas Community Resource Center. Retrieved from http://puertasabiertasnapa.org

Reference and Users Services Association (RUSA). (2007). Guidelines for the Development and Promotion of Multilingual Collections and Services. Retrieved from

Somos Napa – We are Napa. (2011). Somos Napa – We are Napa. Retrieved from http://somosnapa.org

U.S. Census Bureau. (2011). Napa (City) QuickFacts. Retrieved from http://quickfacts.census.gov/qfd/states/06/0650258.html

Vårheim, A. (2011). Gracious space: Library programming strategies towards immigrants as tools in the creation of social capital. Library & Information Science Research, 33(1), 12- 18. NATIONAL HISPANIC HERITAGE MONTH 15

Appendix

8.1. Worksheet for Determining Goals, Objectives, Outcomes, Activities, and Resources

Activities that Resources/Inputs Goal/Outcome Objectives Foster the Needed Goal/Outcome 1. 30 people will Program Promotion 2 Staff, 2 hours each per Potential participants register for any of the week will learn about the 5 events (staffing budget) program Volunteers

Materials to create fliers, bookmarks, and signs (funding= partners)

2. 50% of items from Create displays 1 staff, 1 hour a week Patrons will have displays or lists will (funding= staffing budget) access to library be checked out resources related to during Hispanic Hispanic Heritage Heritage Month Create reading lists Volunteers month, Latin America, famous Hispanic Americans, Spanish Library resources language and the Latin (in-house or ILL) culture.

3. 20% increase in Participant exposure to 1 staff, 3 hours (funding= Increase knowledge circulation during the library and library staff staffing budget) about and use of library month and resources available 20 new library card Participant surveys Volunteers sign-ups

Survey will indicate Survey feedback on library (funding= and programming programming budget) NATIONAL HISPANIC HERITAGE MONTH 16

8.2. Outcomes-Based Evaluation Planning Table

Goals/ Outcome Outcome Inputs Activities Outputs Outcomes Targets Indicators Potential 2 Staff, 2 hoursProgram Newspaper 30 people will Number of participants will each per week promotion ads, website, register for any inquires about learn about the (staffing newsletter of the 5 events program up until program budget) ads, social the week before media, fliers, Volunteers bookmarks, Number of signs registrants for Materials to each event up create fliers, until the day bookmarks, before the events and signs (funding= partner donations) Patrons will have 1 staff, 1 hour Create display 3 displays 50% of items Number of items access to library a week and reading lists from displays or from display and resources related (funding= appropriate for Age- lists will be lists that are to Hispanic staffing children’s, teen, appropriate checked out checked out Heritage month, budget) and adult reading lists during Hispanic during the month Latin America, sections of the related to Heritage Month (analyze famous Hispanic Volunteers library Hispanic circulation Americans, Heritage statistics) Spanish language Library and the Latin resources culture. (in-house or ILL) Increase 1 staff, 3 hours Participant More 20% increase in Circulation and knowledge about (funding= exposure to frequent circulation reference desk and use of library staffing library and library users during the month statistics and resources budget) library staff available New library 20 new library Number of Volunteers card sign-ups card sign-ups actual new card sign-ups Survey Participant Survey data Survey will Survey results (funding= surveys indicate programming feedback on budget) library and programming NATIONAL HISPANIC HERITAGE MONTH 17

8.3 Schedule

August 2012 Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 Meet with Contact partner instructors, *Closed organizations performers, Sundays and library staff volunteers to plan program 6 7 8 9 10 11 Finalize Design Send out program programming promotional fliers, ads, and information press releases 13 14 15 16 17 18 Check-in with Begin instructors, advertising the performers, program through volunteers ads, social media, signage 20 21 22 23 24 25

27 28 29 30 31

September 2012 Monday Tuesday Wednesday Thursday Friday Saturday 1 *Closed Sundays 3 4 5 6 7 8 Order materials and supplies for displays 10 11 12 13 14 15 Create displays Set-up for Set-up for Kick-off and reading Fiesta Fiesta Fiesta 1:30 pm NATIONAL HISPANIC HERITAGE MONTH 18

17 18 19 20 21 22 Final check-in Flor de Tango with Flor de 5:30 PM Tango 24 25 26 27 28 29 Final check-in Ballet Folkorico with NV Ballet 1:30PM Folklorico

October 2012 Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 El Cine 1:30 & 5:00 PM

8 9 10 11 12 13 Final check-in Make an with instructor Ofrenda 1:30PM

15 16 17 18 19 20 Collect surveys and circulation statistics 22 23 24 25 26 27 Analyze and Meet with evaluate data stakeholders to present data 29 30 31 NATIONAL HISPANIC HERITAGE MONTH 19

8.4 Program Flier NATIONAL HISPANIC HERITAGE MONTH 20

8.5 Academic Honesty Certificate NATIONAL HISPANIC HERITAGE MONTH 21