This study conducted a systematic sample of every 70th reference transaction from over a three-year period and analyzed 1,852 reference transactions asked at an academic library system's fifteen face-to-face (f2f) service points as well as via telephone, e-mail, and chat. Findings indicate two-thirds of the total questions asked were location-based questions about the library. Also, 80.2 percent of location-based questions and 77.2 percent of subject-based questions were asked f2f. Analysis of location-based reference questions informs effective deployment of librarians and staff at library service points as well as the development of mobile library apps.