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HomeMy WebLinkAbout8.1 P&CS Marketing & Communications Plan AGENDA STATEMENT CITY of PARKS AND COMMUNITY SERVICES COMMISSION DUBLIN and HERITAGE AND CULTURAL ARTS COMMISSION MEETING DATE: July 11, 2013 SUBJECT: Parks and Community Services Department Marketing and Communications Plan Prepared by Ann Mottola, Heritage and Cultural Arts Manager ATTACHMENTS: 1) DRAFT Parks and Community Services Department Marketing and Communications Plan Executive Summary RECOMMENDATION: Receive report and recommend City Council approval of the proposed Parks and Community Services Department Marketing and Communications Plan FINANCIAL STATEMENT: None DESCRIPTION: In January 2013, the City entered into a Consultant Services Agreement with BW Research Partnership to develop a comprehensive written marketing and communications plan for the Parks and Community Services Department. The objectives of this plan are to assist in defining and maximizing the Department's target audience; identify methods to make informed decisions about program alignment; evaluate the Department's current marketing tools, and provide a strategic marketing and promotions plan. BW Research conducted extensive research of Dublin's residents and customers of the Parks and Community Services Department. The research included an evaluation of current usage of the Department's services, facilities and resources, a comprehensive demographic profile and an investigation of the current communications mediums that are used by Dublin's resident and customer segments. The consultant also performed a comprehensive assessment of Dublin's current marketing tools, including an evaluation of collateral materials, relevant websites, social media accounts and eMarketing tools. This audit also included a SWOT (Strength, Weaknesses, and Opportunities & Target) assessment of the communications tools and strategies as they relate to different resident and customer segments. COPIES TO: ITEM NO: 8.1 G:\COMMISSIONS&COMMITTEES\PARKS COMMISSION\AGNDSTMT\2013\7-11-13 Item 8.1 Parks and Community Services Marketing and Communications Plan.doc An Executive Summary of the proposed Parks and Community Services Department Marketing Plan has been included as Attachment 1 to this Staff Report. The report includes 2 Appendices that contain resident topline surveys and customer topline surveys. Pending review and recommendation of the Parks and Community Services Department Marketing Plan by the joint Commissions, and approval by City Council, Staff will continue to work with the BW Partnership to complete a strategic implementation plan, to begin late September 2013. RECOMMENDATION: Staff recommends that the Parks and Community Services Commission receive the report and recommend City Council approval of the proposed Parks and Community Services Department Marketing Plan. 2 of 2 E v CITY OF DUBLIN j- u„ f Marketing & Communications Plan City of Dublin ; Park & community Services Executive Summary DRAFT [ bW] RESEARCH PARTNERSHIP full capacity marketing, inc. 2725 JEFFERSON STREET,SUITE 13,CARLSBAD CA 92008 Full Capacity Marketing, Inc. 50 MILL POND DRIVE,WRENTHAM, MA 02093 3525 Del Mar Heights Rd. #296, San Diego, CA 92130 T(760)730-9325 F(888)457-9598 Phone: (858) 793-6694 Fax: (858) 793-1728 bwresearch.com p p www.Ful[CapacityMarketing.com twitter.com/BW Research facebook.com/bwresearch p x ' . A Linked U- EXECUTIVE SUMMARY BW Research Partnership, Inc. (BW Research) and Full Capacity Marketing, Inc. (FCM) partnered with the City of Dublin's Parks and Community Services Department (PCSD) to develop a department specific Marketing and Communications Plan. The Plan is built upon three foundational pillars: • Extensive research of Dublin's residents and customers of the PCSD were completed with input from over 800 residents, customers and local decision makers. The research included an evaluation of current usage of the Department's services, facilities, and resources; a comprehensive demographic profile; and an investigation of the current communication mediums that are used by Dublin's resident and customer segments. • A comprehensive assessment of Dublin's current marketing and communications tools and customer touch points, including an evaluation of collateral materials, relevant websites, social media accounts, and eMarketing tools. • A Marketing and Communications Plan that is built upon what was learned in both the research of residents and customers, as well as the comprehensive Communications Audit. [bw] RESEARCH PARTNERSHIP KEY FINDINGS Effective communications begin with an understanding of the audience that you want to engage. This understanding of PCSD customers can include what they look like demographically, their current usage and satisfaction as it relates to the programs, facilities, and resources offered by the PCSD, as well as the current communication mediums that they are most likely to use when looking for local and regional activities related to the PCSD's different service offerings. Profile of Dublin's Residents Dublin's residents make up the majority of the PCSD's customer base and provide a valuable foundation for understanding the demographic profile, preferences, and communications behaviors of its customers. Dublin's median age of 34.7 years is just below the state average of 35 and the national average of 371. Over half of the City's residents are between the age of 18 and 49, eight percent more than found in California as a whole. In general, Dublin's youth (0 to 17 years old) and senior(65 and older) populations were proportionally smaller than California's or the Tri-Valley's. Dublin also has a slightly larger male (52%) than female (48%) population2. Ethnically, Dublin is a diverse population with a relatively large Asian (Non-Hispanic) population that is about twice as large proportionally as the state average. The African- American population (9%) in Dublin is also larger than the state average, while the Hispanic population (15%) is considerably smaller than California's proportion. Given the diversity of Dublin's population, it is interesting to note that ethnicity was not a strong predictor of usage or engagement with PCSD or other city-related priorities. Age, income, and whether a respondent had children living in the home were generally much more effective in determining a respondent's usage and preferences for PCSD programs or communications priorities than a respondent's ethnicity. Who are PCSD's Non-Dublin Customers?According to the CLASS database, 46 percent of PCSD customers live outside of Dublin, mostly in the Tri-Valley (34%). An analysis of customer survey responses revealed that the PCSD's non- Dublin resident customers were more likely to be-, female (82% of non-resident customers), between the ages of 30 and 49 (70% of non-resident customers), have two or more children in the household (61% of non-resident customers), and come from a household with an annual income between $100,000 and $200,000 (53% of non-resident customers). This corresponds with the resident customer groups that are most likely to be engaged and using PCSD programs. An analysis of PCSD programs showed that customers and residents were most likely to attend special events and festivals, followed by programs for youth (sports, music, and education) and swimming and aquatics programs. Programs for adults were less attended by residents and customers. Source:American Community Survey(ACS), 2011 5-year estimates 2 Source: EMSI Complete Employment. 2013.2 - - - - 3 The Asian, Non-Hispanic population includes Asian Indian, Chinese, Japanese, Korean,Vietnamese, and Other Asian (Bangladeshi, Cambodian, Indonesian, Laotian, and Pakistani). bwRESEARCH PARTNERSHIP ^, srst:. 2 M i • Overall, both customers and residents were satisfied with the PCSD programs that were offered, with more than 90 percent indicating that they were either "very" or "somewhat satisfied." Residents indicated even higher satisfaction with Dublin's parks and open spaces, with more than two-thirds (68%) indicating they were "very satisfied"with these local resources and 95 percent either"very" or "somewhat" satisfied. In terms of communication mediums, Dublin's activity guide, both online and the paper version, as well as the City's website, were the primary sources for finding information related to city facilities, programs, and/or events related to parks, recreation, and culture. Well over half of residents and customers used these three sources "regularly" or "sometimes," considerably more than the other mediums that were evaluated. Key Segments for the PCSD's Marketing & Communications Efforts The analysis of the PCSD customer profile progressed into a fundamental question of how to segment the customer universe. The three criteria that were used to segment PCSD's customer universe include: • the groups or segments that are more likely to have similar preferences and usage patterns for PCSD programs, facilities, or resources; • the groups or segments that are more likely to use similar communication mediums when looking for information on programs, events, and facilities related to parks, recreation, and culture; • the groups or segments that make the most sense in terms of developing shared messages and content offerings. Based on these criteria, the following segments were developed based on an analysis of the different profiles identified through the research, and an assessment of communication behaviors both locally and nationally. Segment#1: Young Adults (18 to 39 years old) without Children in the Home: This segment represents 19 percent of Dublin's adult population. By most measures, this segment had the lowest engagement and usage of PCSD programs. While this segment was generally satisfied with PCSD programs and services, its ratings were lower than the citywide average ratings for Dublin's website and online activity guide. • High local engagement& PCSD program usage 4_ 1% • Medium local engagement& PCSD program usage—27% • Low local engagement & PCSD program usage—71% 4 Local engagement&PCSD usage was determined by the level of participation in PCSD programs(Q8 battery in the resident survey)and the usage of local information sources(Q14 battery in the resident survey). [bw] RESEARCH 3 PARTNERSHIP Segment#2: Middle-Aged Adults (40 to 64 years) without Children in the Home: This segment represents 17 percent of Dublin's adult population. This segment had the second lowest engagement and usage of PCSD programs. • High local engagement& PCSD program usages— 13% • Medium local engagement & PCSD program usage—34% • Low local engagement & PCSD program usage—53% Segment#3: Adults (18 to 64 years old) with Children in the Home and an Annual Household Income of$50,000 or less. This segment represents nine percent of Dublin's adult population. Segment 3 had the highest percentage of respondents that fell into the high local engagement and program usage category (28%). • High local engagement& PCSD program usage—28% • Medium local engagement & PCSD program usage—32% • Low local engagement & PCSD program usage—40% Segment#4: Adults (18 to 64 years old) with Children in the Home and an Annual Household Income of$50,001 or more. This segment represents 44 percent of Dublin's adult population. Segment 4 had the highest percentage of respondents that fell into the high or medium local engagement and program usage categories (65%). • High local engagement& PCSD program usage—26% • Medium local engagement & PCSD program usage—39% • Low local engagement & PCSD program usage—35% Segment#5 Seniors (65 years and older). This segment represents 10 percent of Dublin's adult population. Seniors had a higher level of engagement than their younger counterparts without children in the home, but lower than those households with children in the home. • High local engagement& PCSD program usage— 13% • Medium local engagement & PCSD program usage— 39% • Low local engagement & PCSD program usage—48% 5 Local engagement&PCSD usage was determined by the level of participation in PCSD programs(Q8 battery in the resident survey)and the usage of local information sources(Q14 battery in the resident survey). [bw] RESEARCH PARTNERSHIP a Brand SWOT Analysis The PCSD's brand is intricately linked to the City of Dublin's brand, along with its multiple communication mediums that are used to reach Dublin's residents and customers. FCM conducted a comprehensive Communications Audit to evaluate the performance of various customer touch points that contribute to awareness building of the PCSD, understanding of its service offerings, and value and engagement in the services. These include virtual touch points (website, social media, mobile apps, eMarketing) along with collateral materials and messaging (brochures, flyers). These touch points, along with one-to-one interactions, comprise a customer's experience of the brand and can play a decisive role in engagement (market penetration) with its products and services. Based on the market research and Communications Audit, noted below are the key strengths, weaknesses, opportunities, and threats for the PCSD brand. Brand Strengths The survey revealed several strengths pertaining to brand perception and market position. More than 25 percent of those surveyed are high users of the brand (26% residents and 36% customers). There was a strong rating among surveyed residents and customers pertaining to the online guide and registration process (21% to 28% "excellent" and 48% to 58% "good"). A majority of residents are "very satisfied"with PCSD services (68% parks and open spaces and 54% community facilities). Both resident and customer satisfaction with general programs, services, and community events produced strong scores (45% to 52% "very satisfied"). There were strong ratings among residents and customers pertaining to the affordability and value of recreational programs (37%to 42% "excellent" and 35% to 44% "good") which can be used as key message points when promoting PCSD services. In terms of communications efforts, approximately half of surveyed residents (49%) and customers (51%) are "very satisfied"with the efforts to provide information to residents about parks, community services, and recreational programs through the website, activity guide, and related sources of information. The survey results revealed that both residents and customers are overall satisfied with the website and the online guide, rating these items as "good" (48% to 61%) compared to "excellent" (19% to 27%) or "fair" (12% to 16%). This is a positive rating with room for improvement. The PCSD utilizes the City's Twitter account which posts relevant content and contains a well- branded skin that mirrors the look-and-feel of the City's website. Facebook has been used specifically by the PCSD for two of its special events, along with mobile apps to help participants find information quickly. eMarketing is a primary communications tool with relevant content. Place branding scores pertaining to the quality of life in Dublin are very strong among both residents and customers (46% to 50% "excellent" and 43%to 50% "good"). These scores can be leveraged as key message points when developing the City's overall place branding strategy in the future. [bw] RESEARCH 5 PARTNERSHIP Brand Weaknesses One of the biggest weaknesses uncovered in the Communications Audit is that there are no systems in place to provide the PCSD with real-time data that would evaluate market position, including market penetration rates, on an ongoing basis. Additionally, there are no systems in place to track referral sources of new incoming customers to evaluate return-on-investment (ROI) of outreach strategies. While there is rich data available through Vertical Response to monitor eMarketing effectiveness, the listsery efforts through the City's website do not have reports that can be easily mined and evaluated which makes it difficult to know how well these eMarketing strategies are working. FCM uncovered elements of the PCSD's section of the City's website that could be improved including branding, navigation, and broken links. In using social media there are often truncated tweets that communicate incomplete phrases, no scorecard or data to continually analyze tweets, and challenges using social media protocols that could improve followers. Recommendations for improvement are detailed in the Marketing and Communications Plan. Brand Opportunities More than 25 percent are low users of the brand (46% residents and 27% customers) which is a key opportunity to convert these segments with a highly targeted campaign to increase usage and referrals to the PCSD service offerings. There is also an opportunity to add opt-in forms to capture more detailed profiles on target audiences, including Vertical Response and the listsery functionality on the City's website. Additionally, internal systems can be designed to track market position and penetration rates segmented by identified target audiences. Social media can also be used as a two-way engagement tool to ascertain customers' perceptions about product/service offerings including why residents scored the following as "somewhat satisfied": parks and open space (27%); community facilities (33%); and general programs, services, and community events (42%). In terms of communications, the website, Twitter account, and eMarketing strategies can all be improved through repackaging the PCSD's service offerings and developing segmented strategies for the target audiences. Expanded use of social media using both Facebook for the PCSD in general beyond just special events and Pinterest are opportunities to better connect with residents and customers. FCM provides the detailed recommendations for all of these brand opportunities in the Marketing and Communications Plan. Brand Threats Because of the lack of systems in place to capture ongoing data and trends about market segments, market position, and market penetration rates, the PCSD will always be in a reactive state, making assumptions about its marketing and communications strategies until this is remedied. This may result in overspending the allocated marketing [bw] PARTNERSH,, RESEARCH budget, or not investing in the right mediums. A lack of data may also cause a loss of market share to competitors or neighboring cities offering similar services. CONCLUSIONS & RECOMMENDATIONS Marketing & Communications Recommendations There are several key strategies that the PCSD will need to undertake to build on its strengths and capitalize on opportunities, as noted in the analysis. Some of these will require coordination with the City's overall marketing and communications processes and its upcoming place branding initiative. There are potentially many more cross promotional activities between departments that can, and should, be leveraged. While understanding the size and scope of the different demographic segments in Dublin will be valuable, understanding how these demographic segments compare, contrast, and interact with the surrounding communities is just as important. In the customer survey, 32 percent of PCSD customers that were able to identify the last Dublin PCSD program they signed up for indicated they had also signing up for a similar PCSD program/event/activity in a neighboring city or in Dublin, but not through the City of Dublin. The programs that PCSD customers were most likely to identify that they signed up for outside of the City of Dublin, included youth sports leagues and activities in Pleasanton and San Ramon as well as club sports (soccer and little league) in Dublin. Ultimately, it is the City of Dublin's unique competitive advantages that will strengthen the overall brand and feed its many departments, including the PCSD. One key recommendation for the Department is a repackaging of its service offerings, as the current packaging could be confusing to a new customer and does not clearly point to services that are relevant for each target audience. For example, "youth fee assistance program" and "junior warriors basketball" appear on the current website as two unique menu items creating a total of 15 menu options. The revised packaging noted below would prompt the target audience to the correct category (youth) to find all programs and services that are relevant to that target. FCM recommends a repackaging of the PCSD's product and service offerings into five general categories to provide an overview of everything offered including those service offerings specific to the PCSD's market segments. • Category#1: Parks &Open Spaces—includes city and dog parks, open spaces, sports fields and courts, and trails and bikeways. • Category#2: Community Facilities & Rentals— includes all facilities that may be utilized by the community and/or be rented. • Category#3: Heritage & Cultural Arts — includes the arts programs, heritage places, and tours. • Category#4: Recreation &Activities — is divided into three subcategories (youth recreation and activities; adult recreation and activities; senior recreation and activities). [bw] R ESEARCH 7 PARTNERSHIP a c.,;?� �`mz;r t �,_ r,�:., i s • " • Category#5: Community Events & Festivals — includes any and all community activities and festivals. Any new service offerings in the future would then be placed into one of these categories within any of the PCSD's communication mediums, to help new prospective customers find offerings by general category and by specific target audience. This packaging should be applied to the PCSD's section of the City's website, and the online and paper catalog, to better point the identified target audience to the areas that are relevant to the target. FCM has detailed specific recommendations for these communication mediums, along with improvements in social media, mobile website, and search engine optimization in the Marketing and Communications Plan. Segment Specific Recommendations for PCSD Research reveals that Americans on average encounter more than 3,000 advertising messages per day when one takes into account billboards, Internet ads, television, radio, and word-of-mouth.6 That is why it is so critical to use market research to support efforts in profiling target audiences' preferences in order to deploy segmentation strategies. The market segment has to clearly understand what products and services are relevant to its preferences and needs, and the value proposition for engagement. It is recommended that for marketing and communication purposes, the PCSD utilize the following market segmentation strategy. Table 1: Market Segmentation Current Market Recommended Current Market Segments • Potential Young Adults w/o Children Young Adults w/o Children 7,123 (19.2%) (25-44 years old) (18-39 years old) Adults(45-64 years old) Adults w/o Children 6,361..(17.2%) (40-64 years old) Families w/Children 3,322 (9.0%) Annual Income $50,000 or less Families w/Children Families w/Children Annual Income$50,001 or more 16,394 (44.2%) Seniors (65+years old) Seniors(65+years old) 3,874,(10.4%) 6 Data Smog, David Shenk. YouTube Interview htti)://www.youtube.com/watch?v=Yze7NRQPJ3E RESEARCH [bw] PARTNERSH,, r To continually profile these market segments more effectively, the PCSD should convert its current listsery to the Vertical Response database. An opt-in form can be created to capture the one-time profile of PCSD customers as follows. First Name Email Age Category Please check those categories/topics that • 18-39 years old interest you the most. • 40-64 years old 0 Parks & Open Spaces • 65+years old 0 Community Facilities& Rentals • Heritage&Cultural Arts Number of Children in Household 0 Youth Recreation &Activities • None 9 Adult Recreation &Activities • 1 • Senior Center • 2-3 0 Community Events & Festivals • More than 3 Children Age Categories— Insert total number Please check all of the communication of children for each category mediums that you regularly use. • Preschool (3-5 years) • Email • Middle Childhood (6-11 years) • Text • Young Teens (12-14 years) 0 Twitter • Teenagers (15-17 years) 0 Mobile Applications • Facebook Household Income Category 0 Pinterest • $50K or less 0 Other • More than $50K Additionally, online advertising using Google Ads and Facebook can be very effective in reaching highly targeted market segments. These strategies can be used to target low users of the PCSD and those that are in the market space but are not currently customers. Online ads can reach market segments based on location, age, gender, and income level. Market segments were evaluated based on the types of current communication mediums most used to establish specific strategies that are best for each segment. The PCSD will need to establish ongoing systems to monitor the ROI for each of the strategies through a marketing and communications dashboard. Segment#1: Young Adults w/out Children (18 to 39 years old) This market segment represents the greatest market potential for the PCSD (19% of the total market) and is, in large part, the lowest user of the PCSD services (those that are between 18-29 years old). Approximately 18 percent of the surveyed market segment uses social media regularly (18%) with usage of the website at 25 percent and the online activity guide at 13 percent. Repackaging the website and the online guide will be effective to improve engagement with this target because they will not have to sort through information and activities targeted to those families with children. Professional photography, not clip art, should be [bw, . I RE SEARCH PARTNERSHIP ia. c<ra: �"> rr7.ir< used for this audience that shows the diversity of Dublin's ethnicities, along with this age group participating in adult recreation with others in a similar age category. It is recommended that the paper catalog also be segmented for this target to eliminate anything pertaining to youth and senior service offerings, as currently 25 percent of this segment uses the paper catalog as a source for information. Segmented eMarketing should also be used to deliver targeted messaging to this market segment promoting relevant activities, as well as helpful tips and information. According to national data trends, between 61 and 72 percent of this market segment have mobile phones. FCM has provided detailed recommendations for a PCSD mobile website with streamlined information that will help its customer base locate quick information and updates. Based on national trends, 67 percent of women within this market segment use Facebook which can be a tool to improve market penetration for the PCSD overall within this segment, based on the social nature of the PCSD service offerings. Segment#2: Adults without Children in the Home (40-64 Years) This segment represents approximately 17 percent of the PCSD's market potential. Approximately 11 percent of the surveyed market segment engages in social media, with a high usage of the paper catalog (43%). According to national data, Pew Research reports that between 32 to 59 percent of those households within this age group own a SmartPhone, so mobile websites and applications can also be considered for this market segment. Pinterest is also used by women 50 years and younger which can be an effective medium to target this segment, given that the PCSD uses photos to showcase its many events and service offerings. Segmented eMarketing can deliver targeted messaging to this market segment, along with tips and information. Segment#3: Families with Children (Annual Income $50,000 or Less) This segment represents approximately nine percent of the PCSD's market potential. Roughly 23 percent of this surveyed market segment engages in social media, with a high usage of the online guide (47%) and paper catalog (40%). Flyers and posters resonate somewhat with this audience (20% "regularly check"). A branded, recognizable template can be developed as a way to consistently help these communication mediums stand out. According to national data, Pew Research reports that approximately 46 percent of those households that earn less than $50,000 own a SmartPhone (88% own a cell phone), so mobile websites and applications can also be considered for this market segment. Segment#4: Families with Children (Annual Income $50,001 or More) This segment represents the second highest in terms of market potential for the PCSD at 44 percent. Approximately 16 percent of thesurveyed market segment engages in social media, with high usage of the online guide (44%) and paper catalog (41%). According to national data, Pew Research reports that between 56 to 68 percent of those households that earn $50,001 or more than own a SmartPhone, so mobile websites and applications can also be considered for this market segment. [bw] RESEARCH 10 PAR,NER,H,, Segment#5: Seniors (65+) This market segment represents 10 percent of the PCSD's market potential. A high percentage of seniors (45%) use the paper activity guide to obtain information about the PCSD. Seniors are by far the target audience that utilizes regional newspapers or periodicals the most at 52 percent. A cause marketing partnership could be developed with regional papers to highlight senior stories and the work of the advisory council on a monthly basis in exchange for marketing the paper to the senior community at the Senior Center. NEXT STEPS Once strategies have been thoroughly reviewed with the PCSD leadership team, FCM will recommend a tactical execution plan and a marketing and communications dashboard to include: a) customer satisfaction; b) awareness of service offerings; c) usage of online information and tools; and d) return-on-investment of selected strategies. [bw] RESEARCH PARTNERSHIP i i ® e • APPENDIX A: RESIDENT SURVEY TOPLINES (n=2511) Introduction Introduction: Hello, my name is and I'm calling on behalf of the City of Dublin. The city has hired BW Research, an independent research agency, to conduct a survey concerning issues in your community and we would like to get your opinions. [IF RESPONDENT INDICATES THEY ARE A CITY COUNCIL MEMBER OR CITY STAFF-THANK THEM AND LET THEM KNOW THIS SURVEY IS MEANT FOR DUBLIN RESIDENTS WHO ARE NOT CURRENTLY WORKING FOR THE CITY] (If needed): This should just take a few minutes of your time. (If needed): I assure you that we are an independent research agency and that all of your responses will remain strictly confidential. For statistical reasons, I would like to speak to the youngest adult male currently at home that is at least 18 years of age. (Or youngest female depending on statistics of previous completed interviews) (IF THERE IS NO MALE/FEMALE AT LEAST 18 AVAILABLE, THEN ASK:) Ok, then I'd like to speak to the youngest adult female/male currently at home that is at least 18 years of age. (IF THERE IS NO MALE/FEMALE AT LEAST 18 AVAILABLE, ASK FOR CALLBACK TIME) (If needed): This is a study about issues of importance in your community—it is a survey only and we are not selling anything. (If needed): This survey should only take a few minutes of your time. (If the individual mentions the national do not call list, respond according to American Marketing Association guidelines): "Most types of opinion and marketing research studies are exempt under the law that congress recently passed. That law was passed to regulate the activities of the telemarketing industry. This is a legitimate research call. Your opinions count!") [b\A/ RESEARCH y PARTNERSHIP fi, 1�..�.«�.:(;rr5a '�� � A_1 a • ROVU Sdreener Questions SCREENER Before we begin,'I want to confirm that you live within our study area. Are you A currently a ,resident of the City of Dublin? 100.0% Yes [Thank and terminate] 0.0% No SCREENER Are you a'Dublin City Council member or do you currently work for the City of E Dublin? 0.0% Yes [Thank and terminate] 100.0% No SCREENER In what year were you barn?(Recoded'into Age) C 21.9% 18 to 29 years old 26.2% 30 to 39 years old 21.8% 40 to 49 years old 20.7% 50 to 64 years old 9.4% 65 years and older [bwl RES EARCH PARTNERSHIP fE.{ A-2 Q1 To begin, how would you rate the quality of life in Dublin? 50.1% Excellent 42.8% Good 7.1% Fair 0.0% Poor 0.0% Very poor 0.0% (Don't Read) DK/NA Where do you typically go to find information about parks, recreational programs, and 02 community events?[DON'T READ, NOTE FIRST TWO RESPONSES - Percentages will sum to more than 100%] 38.3% City of Dublin website 34.8% Mailed - City of Dublin Activity Guide 22.5% Online-City of Dublin Activity Guide 0.3% City of Dublin, social media (Please specify ) 2.0% Posted information at the park, facility, or trailhead 1.0% Tri-Valley Times 0.0% Local cable station 0.2% Local public access TV station 12.6% Web search or Google it 0.7% Social media (specify if they say, Facebook, Twitter, ..) 0.0% Radio (Please specify ) 0.0% Television (Please specify ) 1.1% Patch.com 5.0% City buildings such as the library, community centers, or senior center 2.1% Word of mouth 4.6% Other(Please specify ) 4.3% None 1.5% (Don't Read) DK/NA ��� RESEARCH PARTNERSHW r. i I..<_ �,,;r A-3 s Next, I would like to ask you about some of the key services, programs,and facilities in the City of Dublin, 03 Overall, how informed are you about the parks, programs,and community events that are managed and/or maintained by the City of Dublin? 23.8% Very informed 53.0% Somewhat informed 22.9% Generally uninformed 0.3% (Don't Read) DK/NA Next, I'd like to ask specifically how often you or members of your household use Dublin's parks and open spaces. How often do you or members of your household use in Dublin regularly, sometimes, seldom, or never?[IF NEEDED USE SCALE DESCRIPTION] Q4 SCALE DESCRIPTIQU Regularly, at least once a week or more Sometimes, at least once a month, but typically not every week Seldom,typically once or a few times a year or less [IF NEEDED REMIND RESPONDENT OF SCALE] Randomize (Don't Read) Regularly Sometimes Seldom Never DK/NA A. Tennis courts or sports fields for soccer, baseball, or other sports 25.6% 24.2% 18.0% 32.1% 0.0% that require grass fields B. Children's play areas and 32.8% 18.6% 16.6% 32.0% 0.0% playgrounds C. Trails for hiking and running 28.8% 28.2% 20.9% 21.7% 0.4% D. Open space or undeveloped parks 18.6% 22.2% 23.5% 35.4% 0.3% E.A dog park, such as Dougherty Hills 7.7% 11.0% 10.2% 70.1% 1.0% F. Dublin parks for picnicking and being outside with family and 31.2% 28.3% 22.2% 17.9% 0.3% friends [bw] RESEARCH PARTNERSHIP f,I A-4 Overall, are you satisfied or dissatisfied with the city's parks and open spaces, like the 05 ones we have just discussed?(GET ANSWER, THEN ASK:)Would that be very (satisfied/dissatisfied) or somewhat(satisfied/dissatisfied)? 68.0% Very satisfied 27.5% Somewhat satisfied 1.0% Somewhat dissatisfied 0.5% Very dissatisfied 3.0% (Don't Read) DK/NA Next, I'd like to ask specifically'how often you or members of your household use Dublin's community facilities. - - - - How often do you or members of your household use in Dublin regularly, sometimes, seldom,or never? [IF NEEDED USE SCALE DESCRIPTION] Q6 SCALE DESCRIPTION Regularly, at least once a week or more Sometimes, at feast once a month, but typically not every week Seldom, a few times a'year or less [IF NEEDED REMIND RESPONDENT OF SCALE] (Don't Read) Regularly Sometimes Seldom Never DK/NA A. Dublin Swim Center 10.1% 16.8% 19.0% 54.0% 0.0% B. Heritage Park and 3.6% 10.5% 29.8% 55.4% 0.8% Museums C. Shannon 5.1% 18.9% 28.4% 47.6% 0.0/o° Community Center D. Dublin Senior 1.8% 7.3% 9.2% 81.7% ° Center 0.0/o [bw] RESEARCH /Q-5 PARTNERSHIP Overall, are you satisfied or dissatisfied with the city's community facilities,,like the Q7 ones we have just discussed?(GET,ANSWER, THEN ASK:)Would that be very (satisfied/dissatisfied)or somewhat(satisfiedldissatisfied)? 53.6% Very satisfied 32.8% Somewhat satisfied 2.7% Somewhat dissatisfied 0.6% Very dissatisfied 10.4% (Don't Read) DK/NA RESEARCH [bw] PARTNERSHIP A-6 i i s i Now, I would like to ask you about the city's recreational, cultural,and enrichment' programs, services, and community events. Now 1'm going to read a list of programs, services, and community events provided by the City of Dublin. For each one, please tell me if you or any member of your household has attended that program, service,or event and if yes, have you or your household member attended, regularly, sometimes, or seldom. Q8 Have you or someone in your household participated or attended: managed by the City of Dublin? (GET ANSWER AND THEN ASK:) If yes, is that regularly, sometimes, or seldom? SCALE DESCRIPTION Regularly, at least once a week or more Sometimes, at least once a month, but typically not every week Seldom, a few times a year or less [IF NEEDED REMIND RESPONDENT OF SCALE] Randomize (Don't Have not Yes, Yes, Yes, Read) attended regularly sometimes seldom DK/NA A. Activities at the senior center 80.7% 2.7% 7.1% 9.5% 0.0% B.A preschool program 83.0% 7.8% 2.9% 5.8% 0.6% C. Summer camps 74.1% 7.1% 6.6% 10.6% 1.6% D. Music, dance, and art 75.2% 5.1% 8.4% 10.0% 1.3% programs for children E. Educational and enrichment 72.1% 9.1% 7.7% 10.2% 0.9% classes for children F. Sports programs for youth 58.4% 22.6% 11.3% 7.7% 0.0% G. Swim and aquatics programs 63.7% 9.1% 13.1% 14.1% 0.0% H. Educational and enrichment 77.6% 1.6% 9.1% 11.7% 0.0% classes for adults I.After school programs for 76.6% 9.8% 4.7% 8.0% 0.9% youth J. Heritage programs and tours 69.7% 2.7% 7.5% 19.4% 0.6% at Heritage Park K. Special events and festivals 11.0% 22.3% 30.5% 36.2% 0.0% L. Fitness and wellness 78.5% 3.8% 9.1% 8.6% 0.0% programs for adults M. Sports programs and 79.5% 3.0% 7.3% 10.2% 0.0% leagues for adults N. Music, dance, and art 81.1% 4.3% 4.5% 10.1% 0.0% programs for adults [bw] RESE=ARCH PARTN,RSHIP f 1 c°j�;�_tr tr„r4;� c_ A_7 Overall, are you satisfied or dissatisfied with the city's programs, services, and Q9 events, like the ones we discussed?(GET ANSWER, THEN ASK:)Would that be very (satisfied/dissatisfied)or somewhat(satisfied/dissatisfied)? 44.9% Very satisfied 41.7% Somewhat satisfied 0.7% Somewhat dissatisfied 0.6% Very dissatisfied 12.1% (Don't Read) DK/NA Next, I would like to ask about your experience with cultural events, exhibits,or performances, such as an art gallery showing, a musical recital, or a theatre performance. Q10 In the last 12 months, have you or a household member attended a cultural event, exhibit, or performance?(GET ANSWER—IF YES) In what city or cities did you attend these cultural events, exhibits, or performances? 65.5% No 33.6% Yes, (Identify cities Verbatim Recorded 0.9% (Don't Read) DK/NA RESEARCH [bw] PARTNERSHIP Next, I'd like to ask about the importance of having different cultural facilities within the City of Dublin. all How important is it to have in Dublin, extremely important, important (IF NEEDED, "just important"), or not too important tIF NEEDED USE SCALE DESCRIPTION] [IF NEEDED REMIND RESPONDENT OF SCALE] Randomize (Don't Extremely Not too Read) important Important important DK/NA A.A cultural arts center, that could be used 29.0% 51.0% 19.8% 0.2% for community or cultural events B.A performing arts center 30.9% 50.9% 17.1% 1.1% C. An art gallery 17.2% 41.6% 40.8% 0.4% RESEARCH l; ; ,!- ] PARTNERSHIP fi I C4 N'�( V A-9 Next, I want to ask you about parks, recreation, enrichment,and cultural programs and services provided by the City of Dublin. Now I'm going to read a list of statements that describe priorities or opinions regarding the City of Dublin and the facilities, services,:and programs that it manages or 012 maintains. Mere is the(fist/next)one: Cho you generally agree, disagree,or neither agree nor disagree with the statement? (GET ANSWER IF AGREE OR DISAGREE ASK)Would that be strongly(agree/disagree)or somewhat (agreefdisagree)? Randomize Neither agree (Don't Strongly Somewhat nor Somewhat Strongly Read) agree agree disagree disagree disagree DK/NA A.The recreational programs provided by 42.4% 35-1% 13.8% 3.5% 1.2% 4.0% the city are affordable and a good value B. Finding information about the city's recreational, cultural, 37.6% 38.9% 9.1% 7.3% 5.3% 1.7% and enrichment programs is easy C. I like to have the city's activity guide mailed to 57.2% 24.7% 6.5% 6.3% 5.4% 0.0% me D. I typically use my mobile phone to find out about 20.8% 17.9% 13.6% 20.9% 26.0% 0.9% recreational resources and programs [bw, , RESEARCH A-10 PARTNERSHIP f�.1 t..j�<; i t71z��t� 3 �-„ f • ® i f Switching gears a bit,now I would like to get your opinions about city-resident communication. 013 Are you satisfied or dissatisfied with the city's efforts to provide information to residents about, parks,community services, and recreational programs through its website, activity guide,and related sources of information?(GET ANSWER, THEN ASK:)Would that be very(satisfied/dissatisfied)or somewhat(satisfied/dissatisfied)? 49.1% Very satisfied 39.2% Somewhat satisfied 6.1% Somewhat dissatisfied 0.4% Very dissatisfied 5.2% (Don't Read) DK/NA How often are you using the following sources of information when you want to find 014 out about city facilities, programs, and/or events related to parks, recreation,and culture? Randomize (Don't Read) Regularly Sometimes Seldom Never DKMA A. The City of Dublin Website- 30.6% 30.6% 18.2% 20.7% 0.0% www.dublin.ca.gov B. Regional newspapers or periodicals, such as the Tri-Valley 18.2% 17.9% 15.1% 48.8% 0.0% Times or The independent C. Social media such as Facebook, 20.8% 9.8% 13.7% 55.7% 0.0% Twitter, or YouTube D. Dublin's Activity Guide, the paper 43.1% 26.9% 13.4% 16.2% 0.4% catalog? E. Dublin's online activity guide and registration website, 23.8% 30.3% 11.0% 34.9% 0.0% www.dubIinrecguide.com F. Flyers or posters at city buildings like the library, senior center, or 17.2% 21.7% 21.9% 39.2% 0.0% community centers [b\A/ ] RESEARCH PARTNERSHIP fi 1 e ,.�«ct m,° c:- A_1 Next f am going to ask you a few questions about online information sources from the City of Dublin. 016 [IF 014A=1,2 OR 3 ASK 015 OTHERWISE SKIP] How would you rate Dublin's website,a vww,dublin.ca.gov?(n=198) Percentages among the 198 respondents who have utilized the City of Dublin's website 18.9% Excellent 55.1% Good 15.3% Fair 0.9% Poor 0.0% Very poor 9.9% (Don't Read) DK/NA [IF Q14E=1, 2 OR 3 ASK 016 OTHERWISE SKIP]' 016 How would you rate Dublin's online activity guide and registration website www dublinerec-guide.com? (n=163) Percentages among the 163 respondents who have utilized Dublin's online activity guide and registration website 27.6% Excellent 48.1% Good 15.7% Fair 2.3% Poor 0.0% Very poor 6.4% (Don't Read) DK/NA To wrap things up, I just have a few background questions for comparison purposes only. [bw, , RESEARCH A-12 PARTNERSHIP t A QA Please tell me how many children under'18 live in your household. 43.0% No children 25.8% One child 20.6% Two children 8.6% Three or more children 2.1% (Don't Read) Refused OB Do you have children between the ages of 0 and 5 years old, living in your household? (n=137) Percentages among the 137 respondents with children under 18 in their household 44.7% Yes 54.7% No 0.6% (Don't Read) Refused QC Do you have children between the ages of 6'and 12 years old,living in your household? (n=137) Percentages among the 137 respondents with children under 18 in their household 51.0% Yes 49.0% No 0.0% (Don't Read) Refused [bw] RESEARCH PARTNERSHIP A-13 OD Do you have children between the ages of 13 and 17 years old, living in your household? (n==137) Percentages among the 137 respondents with children under 18 in their household 32.8% Yes 67.2% No 0.0% (Don't Read) Refused QE Please tell me how many adults 18 and over live in your household. 10.1% One adult 59.2% Two adults 28.7% Three or more adults 2.1% (Don't Read) Refused OF Do you live east or west of Hacienda'Drive?' 36.9% East 54.8% West 8.3% (Don't Read) DK/NA [bw] RESEARCH A-14 PARTNERSHIP s QG What ethnic group do you consider yourself a park of or feel closest to?(IF HESITATE, READ): 12.1% Asian: Indian Subcontinent 14.2% Asian: Non-Indian Subcontinent 3.1% Pacific Islander 4.3% Black or African American 7.6% Hispanic or Latino(a) 52.1% White 0.4% Other (Specify: ) 6.2% (Don't Read) DK/NA OH Lastly, I am going to read some income categories, please stop me when I reach the one that best describes your current total household'income for the last 12 months. 3.0% Below$25,000 10.1% $25,000 to $50,000 24.2% $50,001 to $100,000 32.5% $100,001 to$200,000 12.4% More than $200,000 17.7% (Don't Read) DK/NA Those are all of the questions I have for you. Thank you very much for participating! \A/][bV V RESEARCH PARTNERSHIP f Iw ,< rr., ,_ A-15 QI Gender{Recorded from voice', not asked: 52.2% Male 47.8% Female J. First.Name of Respondent K, Phone L. Date of Interview M. Dame of Interviewer' N. Time of Interview [bw] PARTNERS,,P RESEARCH A-16 APPENDIX B: CUSTOMER SURVEY TOPLINES (n=556) The City of Dublin's Parks and Community Services department has engaged BW Research, an independent research firm, to conduct a survey concerning issues in your community and we would like to get your opinions. All information you submit will be held confidential by BW Research and only summary information will be reported. If you have any questions about the survey, please contact Ryan Young with BW Research at (760) 730-9325 or survev@bwresearch.com. CITY OF DUBUN [bw] RESEARCH 1c t77, ,,c PARTNERSHIP Questiphs SCREENER Are you a Dublin City Council member or do you currently work for the City of A Dublin? 0.0% Yes [Thank and terminate] 100.0% No SCREENER In what year were you born? ' B 3.2% 18 to 29 years old 29.3% 30 to 39 years old 39.4% 40 to 49 years old 21.6% 50 to 64 years old 6.3% 65 or older 0.2% Not coded [bwlRESEARCH B_2 PARTNERSHIP • # IMIR # ' Q'1 What city do you live in? 61.0% Dublin 14.0% San Ramon 10.1% Pleasanton 4.9% Livermore 2.0% Danville 1.6% Castro Valley 6.5% Other(Specify) 02 How would you rate the quality of life in your community? 46.0% Excellent 50.4% Good 3.4% Fair 0.2% Poor [bw] RESEARCH PARTNERSHIP fE I c. ����� r�7,. _ B_3 a The following section asks about some of the key services, programs, and facilities in the City of Dublin. 03 Where do you typically go to find information about parks,recreational programs, and community events?[OPEN-ENDED] 39.6% Other websites (Google, Yahoo, etc.) 31.1% City of Dublin website Or www.dublin.ca.gov 18.0% Dublin's Activity Guide, the paper catalog 10.8% www.dublinrecguide.com 5.6% Other mailed City flyers, mailers, etc. 5.0% Information posted at City buildings (library, senior center, etc.) 4.9% Newspapers or magazines 2.7% Email 1.3% Word of mouth 4.7% Other—No single category over 1% 4.1% Refused [bwlRESEARCH B'4 PARTNERSHIP Now you're going to be presented with a list of programs, services,and community events provided by the City of Dublin. For each one, please tell me if you or any member of your household has attended that program, service, or event and if yes, have you or your household member attended, regularly, sometimes, or seldom. 04 SCALE DESCRIPTION Regularly=at least once a week or more Sometimes=at least once a month, but typically not every week Seldom =a few times a year or less RANDOMIZE Don't Have not Yes, Yes, Yes, know/ attended regularly sometimes seldom Refused A. Activities at the senior center 78.2% 3.2% 4.9% 11.5% 2.2% B. A preschool program 73.2% 13.5% 4.1% 6.7% 2.5% C. Summer camps 60.1% 8.8% 17.4% 12.1% 1.6% D. Music, dance& art programs 54.9% 10.3% 18.5% 14.6% 1.8% for children E. Educational & enrichment 59.5% 6.3% 18.9% 13.1% 2.2% classes for children F. Sports programs for youth 46.8% 21.2% 16.9% 13.8% 1.3% G. Swim and aquatics 49.3% 14.2% 17.1% 17.8% 1.6% programs H. Educational &enrichment 70.3% 2.9% 9.9% 14.7% 2.2% classes for adults I.After school programs for 79.1% 7.0% 6.7% 5.0% 2.2% youth J. Heritage programs and tours 63.5% 5.0% 14.2% 14.4% 2.9% at Heritage Park K. Special events &festivals 12.4% 31.7% 38-1% 17.3% 0.5% L. Fitness&wellness programs 67.3% 7.6% 12.6% 10.3% 2.3% for adults M. Sports programs & leagues 82.7% 3.2% 4.1% 6.5% 3.4% for adults N. Music, dance, & art 78.2% 3.8% 6.5% 8.6% 2.9% programs for adults [bw] RESEARCH PARTNERSHIP f 1�:i��a�_E, t11,r G;._ B_5 05 Overall, how satisfied or dissatisfied are you with the city's programs,services,and events, like the ones that were presented earlier? 51.8% Very satisfied 40.6% Somewhat satisfied 3.6% Somewhat dissatisfied 0.9% Very dissatisfied 3.1% Don't know/Refused The following is a list of statements that describe priorities or opinions regarding the 06 City of Dublin and the facilities, services, and programs that it manages or maintains. Please select your level of agreement with each statement. RANDOMIZE Neither agree Don't Strongly Somewhat nor Somewhat Strongly know/ agree agree disagree disagree disagree Refused A. The recreational programs provided by the City of Dublin 37.2% 44.1% 9.4% 4.0% 0.7% 4.7% are affordable and a good value B. Finding information about Dublin's recreational, 42.1% 40.1% 10.1% 4.0% 0.7% 3.1% cultural, and enrichment programs is easy C. I typically use my mobile phone to find out about 13.1% 20.1% 15.5% 14.2% 34.0% 3.1% recreational resources and programs D. The City of Dublin regularly has different community 31.5% 43.0% 15.8% 6.1% 1.8% 1.8% events that I am usually aware of [bw] RESEARCH PARTNERSHIP f 1s(�t tfi -- The next several questions will attempt to gather your opinions about city-resident communication, 07 How satisfied are you with the City of Dublin's efforts to provide information to customers about, parks, community services,and recreational programs through its website,activity guide, and related sources of information? 50.9% Very satisfied 39.2% Somewhat satisfied 4.0% Somewhat dissatisfied 0.7% Very dissatisfied 5.2% Don't know/Refused [b\A/] RESEARCH jC PARTNERSHIP f 1 c (<;�:I , sn =: � �. B-7 How often are you using the following sources of information when you want to find out about city facilities, programs, and/or events related to parks, recreation, and culture? 08 SCALE DESCRIPTION Regularly=at least once a week or more Sometimes=at least once a month, but typically not every week Seldom =a few times a year or less RANDOMIZE Don't know/ Regularly Sometimes Seldom Never Refused A.The City of Dublin website 31.5% 39.6% 20.9% 7.0% 1.1% (www dublin.ca.gov) B. Regional newspapers or periodicals, such as the 12.1% 24.3% 30.0% 31.7% 2.0% Tri-Valley Times or The Independent C. Social media such as Facebook, Twitter, or 13.5% 19.8% 17.1% 47.8% 1.8% YouTube D. Dublin's Activity Guide, the 36.7% 31.3% 17.8% 12.1% 2.2% paper catalog E. Dublin's online Activity Guide and registration 39.9% 34.7% 18.0% 5.4% 2.0% website (www dublinrecguide com) F. Flyers or posters at city buildings like the library, 10.8% 32.7% 32.7% 21.8% 2.0% senior center, or community centers The following question asks about the importance of having different cultural facilities within the City of Dublin. Q9 According to you, how important is it to have each of the listed cultural facilities within Dublin'?` RANDOMIZE Don't Extremely Not too know/ important Important important Refused A.A cultural arts center that could be used 29.5% 43.7% 21.9% 4.9% for community or cultural events B.A performing arts center 29.0% 42.3% 24.3% 4.5% C. An art gallery 12.2% 31.7% 51.1% 5.0% [bw] RESEARCH B_$ PARTNERSHIP f.I C:ihc,.,i rt.,' �;` . The next few questions ask about how you get information about the City of Dublin. Q10 Where online would you look for information about the City of Dublin's Parks and Community Services?[CHECK ALL THAT APPLY) (Multiple Responses Permitted - Percentages May Sum to More than 100%) 77.2% The City of Dublin's website OR www.dublin.ca.qov 64.6% www.dublinerecquide.com 48.6% 1 would Google it or use another web search 1.3% Other(Specify) — Verbatim responses to be provided 0.7% 1 do not go online to get information about the City of Dublin's Parks & Community Services 5.0% Not sure [IF Q10="The City of Dublin's website OR wwwAublin.ca.gov"ASK Oil OTHERWISE SKIP) oil How would you rate Dublin's website—www.dublin.ca,-qov?(n=429) Percentages among the 429 respondents that said they get their online information about the City of Dublin's Parks and Community Services from the City of Dublin's website or www.dublin.ca.gov 21.9% Excellent 61.3% Good 12.4% Fair 0.5% Poor 0.5% Very poor 3.5% Don't know/Refused [IF 010="www.dublinerecaulde.com"SKIP TO 413 OTHERWISE ASK 012] RESEARCH -j� [bw] PARTNERSHIP fi l 012 Have you visited Dublin's online activity guide and registration website— www.dublinerecouide.com if yes, how often do you use it?(p=197) Percentages among the 197 respondents that said they did not get their online information about the City of Dublin's Parks and Community Services from www.dublinrecguide.com 1.5% Regularly, once a week or more 18.3% Sometimes, once a month or more 47.7% Seldom, less than once a month 25.9% 1 have not visited Dublin's online activity guide, Never[SKIP TO Q15] 6.6% Don't know/Refused [SKIP TO Q15] [IF III"www.dublinerecquide-com"ASK Q13 OTHERWISE SKIP] 013 How often do you visit Dublin's online activity guide and registration website— www.dublinereeguide.com (n=359) Percentages among the 359 respondents that said they get their online information about the City of Dublin's Parks and Community Services from www.dublinrecguide.com 5.3% Regularly, once a week or more 49.3% Sometimes, once a month or more 44.0% Seldom, less than once a month 1.4% 1 have not visited Dublin's online activity guide, Never[SKIP TO Q15] 0.0% Don't know/Refused [SKIP TO Q15] w RESEARCH . , PARTNERSHIP B-10 Q14 How would you rate Dublin's online activity guide and registration website— www.dublinereo-(Iuide.com?(n=487) Percentages among the 487 respondents that said they get their online information about the City of Dublin's Parks and Community Services from www.dublinrecquide.com, and indicated that they had used the website at least less than once a month (seldom) 21.4% Excellent 57.9% Good 15.6% Fair 1.0% Poor 0.8% Very poor 3.3% Don't know/Refused Q15 Have you signed up with the City of Dublin to receive information electronically? 51.4% Yes 34.9% No 13.7% Don't know/Refused RESEARCH tTVz":�,'�`T, B-11 [bw] PARTNE SHIP ,' CUSTOMER PROFILE The next section of the survey asks a few things about any programs, services,or Q16 events you may have recently signed up for, Have you signed for a class, program, or event through the City of Dublin,for either yourself or someone in your household in the last 12 months? 57.0% Yes 40.3% No 2.7% Don't know/Refused 017 What was the last class, program or event that you signed up for with the City of Dublin? 45.7% Youth program (Specify)— Verbatim responses to be provided 17.4% Adult's program (Specify) - Verbatim responses to be provided 12.6% Event(Specify) - Verbatim responses to be provided 4.1% Other(Specify) - Verbatim responses to be provided 20.1% Don't know/Refused 018 Where did you initially learn about the[Response from Q17] program/event/ete.? [OPEN-ENDED] Verbatim responses to be provided RESEARCH [bwl PARTNERSHIP B-12 Did you use any additional sources of information to research or find out more Q19 information about the[response from 8171 programfeventletc,before signing up? If yes, could you describe where you got the additional information? (n=444) Percentages among the 444 respondents that indicated a class, program or event that they signed up for with the City of Dublin in the past 34.9% Yes (Specify)— Verbatim responses to be provided 61.9% No 3.2% Don't know/Refused 020 How would you characterize the process of finding out about the (response for Q 17] program/event/etc. before signing up?(n=444) Percentages among the 444 respondents that indicated a class, program or event that they signed up for with the City of Dublin in the past 64.2% Simple and easy 30.2% A little bit of work, but not too tough 2.3% Lots of work, it was hard to find 3.4% Don't know/Refused [b\A/] RESEARCH PARTNERSHIP f, �'<ic. B-13 Have you signed up for something similar to the[response from Q17] Q21 program/eventletc., in a neighboring city or in Dublin but not through the city? If yes, can you describe where it was and with whom?(n=444) Percentages among the 444 respondents that indicated a class, program or event that they signed up for with the City of Dublin in the past 32.4% Yes [Specify program, course or event and with whom (City, Non-Profit, or Organization)]— Verbatim responses to be provided 65.5% No 2.0% Don't know/Refused The last section of the survey consists of background questions that will be used for comparison purposes only.' QA How many children under 18 live in your household? 22.8% No children under 18 years old 18.5% One child under 18 years old 41.2% Two children under 18 years old 13.7% Three or more children under 18 years old 3.8% Refused [IF QA>Q THEN ASK QB—QD OTHERWISE SKIP TO CAE]' RESEARCH [bwl PARTNERSHIP f , .i,uf..tr rt B-14 QB Do you have children between the ages of 0 and 5 years old,living in your household?(n=408) Percentages among the 408 respondents that said that one or more children under 18 live in their household 42.9% Yes 56.9% No 0.2% Refused QC Do you have children between the ages of 6 and 12 years old, living in your household?(n=408) Percentages among the 408 respondents that said that one or more children under 18 live in their household 65.7% Yes 33.8% No 0.5% Refused OD Do you have children between the ages of 13 and 17 years old, living in your household?(n=408) Percentages among the 408 respondents that said that one or more children under 18 live in their household 31.6% Yes 68.1% No 0.2% Refused [bw] RESEARCH .1 5 PARTNERSHIP fi, l€..¢.,,�: ., rT�,r B- 1 QE How many adults 18 and over live in your household? (n=339) 9.9% One adult over 18 years old 70.9% Two adults over 18 years old 14.9% Three or more adults over 18 years old 4.3% Refused [IF 01="Dublin"ASK OF OTHERWISE SKIFF TO QGJ OF Do you live east or west of Hacienda Drive?' Percentages among the 339 respondents that said they lived in Dublin 54.9% West 39.8% East 5.3% Don't know RESEARCH [bw] PARTNERSHIP f.I _alp« rn:r�: . .,c B-16 QG What ethnic group do you consider yourself a part of or feel closest to? 55.2% White 14.6% Asian: Non-Indian Subcontinent 8.5% Asian: Indian Subcontinent 6.5% Hispanic or Latino(a) 3.2% Pacific Islander 1.8% Black or African American 4.0% Other(Specify) 6.3% Don't know/Refused QH What amount best represents your household income over the last 12 months? 1.4% Below$25,000 4.9% $25,000 to $50,000 19.2% $50,001 to $100,000 37.4% $100,001 to$200,000 15.8% More than $200,000 21.2% Don't know/Refused [bw] RESEARCH PARTNERSH,P f I c . � _, to::�, �r,r?c. B_17 s QI Please indicate your gender. 18.7% Male 81.3% Female Those are all of the questions we have for you. Thank you very much for participating! [bw] RESEARCH PARTNERSHIP f-A c<l B-1 8