The Central Valley will be the second biggest region, second only to the region of Southern California. At the moment the Bay Area is the second biggest region with 21 percent of the population. By the year 2040, the tables will have turned and the Central Valley will house more people than the Bay Area. I apologize for this. In their next projections, the Department of Finance should have Asians as a separate group.
Libraries can expect to serve a very diverse population, both in age and ethnicity.
In many regards, this is a problem since a different marketing plan will most likely be needed to attract people from the different groups to use the library. Being a Hispanic or Latino myself, I can offer you my thoughts for working with the Latino community, which can be a hard community to reach. First of all, one needs to use a paradigm that looks at the family as a whole, as opposed to the individual. When you see a Latino kid coming to your library, what you should be asking yourself is not how can I serve him or her better, but how can the library serve the whole family. Working with the whole family, however, implies that you have parental cooperation.