HomeMy WebLinkAbout8.2 Assmt & Strategic Plng AGENDA STATEMENT
DCiTV oF HERITAGE AND CULTURAL ARTS COMMISSION
UBLIN MEETING DA7E: July 9, 2015
SUBJECT: Assessments and Strategic Pianning Related to Heritage and
Cuitural Arts
Prepared by Paul McCreary, Parks and Community Services Director
ATTACHMENTS: 1. Heritage and Cultural Arts Assessment (June 2000)
2. Heritage and Cultural Arts Long Range Plan (August 2001)
3. Department Strategic Plan (November 2008)
RECOMMENDATION: Receive Report
FINANCIAL STATEMENT: None
DESCRIPTION: On April 20, 2015, the Heritage and Cultural Arts Commission met
jointly with the Parks and Community Services Commission to review the proposed update to the Parks
and Recreation Master Plan. The purpose of the Master Plan is to establish goals, long-term policies and
standards to guide the development of Dublin's park and recreation facilities.
During the review the Heritage Commission asked about the 2001 Heritage and Cultural Arts Long Range
Plan that was referenced in the Master Plan, and asked to review the document at a future meeting.
Following is an overview of the various methods the City has used over the past 15 years to analyze and
plan for program needs for Heritage and Cultural Arts programs.
In the late 1990's the City decided to establish a new programming area related to Heritage and Cultural
Arts. In order to determine the priorities for the new division the City retained a research firm to
conduct a community service to assess needs and interests related to the arts and preserving the City's
heritage. The assessment inciuded five focus-group meetings, followed by a random-dial phone survey
of over 400 residents. The Staff Report and survey results are Attachment 1.
After receiving the results of the Assessment the City Councii directed Staff to prepare a long-range plan
for Heritage and Cultural Arts. In August 2001 the City Council approved the Long-Range Plan
(Attachment 2), which included five goals and corresponding objectives as follows:
COPIES TO:
ITEM NO: 8.2
G:\COMMISSIONS&COMMITTEES\HERITAGE COMMISSION\AGNDSTMT\2015\7-9-15 Item 8.2 Heritage and Cultural Arts Planning.docx
Goal 1: Create more art in the public spaces in Dublin.
Goal 2: Develop programs and partnerships that support a broad spectrum of cultural arts and
historical interests within the community.
Goal 3: Advance the historical and cultural aspects of the Dublin Heritage Center.
Goal 4: Provide consistent and ongoing arts education, activities and programs for the youth of
Dublin.
Goal 5: Promote and market Dublin's heritage and culturai arts.
The City spent the next seven years establishing the Heritage and Cultural Arts Division, the Commission
as well as accomplishing many objectives related to the goais in the Long-Range Plan. In 2008 the City
undertook an even more in-depth Community Needs Assessment related to all programs and services
offered by the Department, not just specificaliy Heritage and Cultural Arts. The needs assessment
included a statistically-valid random-sample mail survey, as weli as online surveys and focus groups. This
assessment included input from over 1,200 Dublin residents. Following the completion of the
assessment the City Council directed Staff to develop a Parks and Community Services Strategic Plan
covering the entire Department, which is Attachment 3. This plan includes broader strategic goals than
the Long-Range Plan including the foilowing:
STRATEGY#1: Develop unique, aesthetically appealing parks and facilities that provide flexible
spaces and safe environments to recreate.
STRATEGY#2 Promote and support environmental stewardship and protect environmental
resou rces.
STRATEGY#3 Implement programs that are popular with the core customer market segments
and are responsive to community and industry trends.
STRATEGY#4 Position programs and service delivery to be unique, competitive and responsive
to customer needs and expectations.
STRATEGY#5 Reduce barriers to participation in Department programs and services.
STRATEGY#6 Maximize effectiveness of communication with existing and potential customers.
STRATEGY#7 Create social connections and strong sense of community within neighborhoods.
Based on the resuits of the assessment and industry trends the Strategic Plan recommended the
Department realign existing programs and create new offerings to promote and support the following:
i. Effective communications with residents and marketing strategies that consider product,
positioning, place, price and targeted promotion.
ii. Positive youth development and strong families.
iii. Healthy lifestyles and wellness.
iv. Active lifestyles involving sports and fitness.
v. Events to celebrate community milestones, enhance community pride, encourage sharing
of cultural traditions and contribute to economic development.
vi. Fun and safe enjoyment of water activities.
2 of 3
vii. Personal enrichment and participation in hobbies, leisure pursuits, and self-help activities.
viii. Sense of community and strong neighborhood social connections.
ix. Appreciation of nature and participation in unique and adventurous outdoor recreational
activities.
x. Appreciation of fine arts, performing arts, dance and music.
xi. Preservation and interpretation of Dublin's culture and heritage.
At the meeting Staff will review the more recent accomplishments from the Department Strategic Plan
that are related to Heritage and Cultural Arts.
3of3
C1TY CLERK
F,�� # ❑�a.�-n�
AGENDA STATEMENT
CITY COUNCiL MEETING DATE: June 6, 20�0
SI,TBJFCT: Heritage and Cultural Arts Assessment Final Report
Report Prepar�ec�by Bonnie Leonczr�l Recrec�tion Si�pen�isor
ATTACHMENTS: 1) Heritage and Cultural Arts Assessment Final Report
RECOMMENDATION: 1) Receive presentation from Staff and Consultant
2) Accept the Heritage and Cultural Arts Assessment Final Report
� 3) Direct Staff to prepare a long-range plan for heritage and cultural
arls programming
FINANCIAL STATrMENT: Additional funds will be included in the Fiscal Year 2000-2001
Budget for preparation of the long-range plan.
DESCRIPTION: At the October 19, 1999 meeting the City Council approved a
proposal for design of a couzmunity-wide assessment of art and heritage programming. AMS Planning
and Research, national arts management consulting �nn, was engaged to perform tl�e assessment. The
assessment was conducted using two research techniques: a series of Focus Discussion Groups and a
Random Digit Dial Sample Suivey. In February AMS consultants facilitated five 90-rninute focus group
sessions. The focus group t�pics includeci:
• Youth and the Aris
+ Programming for I-Ieritage and Cultural Ar�s
• 'The Heritage Center and Its Parmers
• Public Art �
• Support for the Arts a�id Heritage a�id C;ultural Arts
A detailed summary of the focus group responses may be found in the Addendum, Scetion A, of the final
report.
In consultation with ProjPct Manager Lyr�.ne Baer and City Staff, :AMS developed the te]ephone stu-vey.
'The survey instrument was approvec� by the C;ity Council on Apri14, 2000. Topics covered in the survey
inc luded:
• Residents' participarion in and preferences for performing,visual arts and heritage activities
• Interests in heritage and arts programs in Dublin
• Awareness of and support for the City's heritage and cultural efforts�
CC►PIES TO: Heritage and Gultura]Arts Comrnission
ITEM NO.
G:�I-Irtg Cult Art Comm\Councii�heritageassessmentb6.doc p
ATTACHMENT 1
In order to complete the total of 400 interviews, over 700 telephone calls were made resulting in a 43.5%
response rate. Each interview consisted of 22 questions and averaged fifteen minutes. A copy of the
survey instrument may be found in the final report Addendum, Section B.
AMS analyzed tlie data received from the telephone survey irsing the total sample and a number of
subsets, including household characteristics (pr.esence of chilciren) and employment (retired vs. non-
retired). The survey results indicted that Dublin residents participate in a wide variety of cultural
performaz�ces and activities. There is a stro��g preferei�ce far outdoor, "gathering-type" activities: '�
coneerts, (particularly country and popular music), fairs and festivals, historic parlcs and zoos. When
asked about attendance at events in Dublin,residents rated outdoor festivals highest.
The Heritage Center is recognized as a traditional gathering place and is seen as an appropriate location
for weddings and history-related events and activities. Potential Heritage Center activities rasidents
would most likely attend are history exhibits, a re-creation of a historic schoolroom, historical
reenactments and tours by interpreters in period clress. When asked about Heritage Center hours,
participants indicated that weekend afternoons and weekday evenings are most strongly preferred. Forty- '
three percent of fhose asked supported spending tax dollars on improving the nniseuin at the Heritage
Center, 31% supported spending tax dollars on heritage and historical programining.
Survey results indicatc a strong preference for art and cultural events focused aroun�l children. Eig�zty-
five percent strongly or same�vhat agree that lhere should be more arts educ�tion in the schools. Seventy-
seven percent strongly or somewhat agreed with the st�tement, "Dublin needs more cultural events for my
family to attend." Dublin residents' interest in ac�tivities for chi?drEn became most apparent when asked
about particular pro�,�-arns to be funded by t��x dollars. �if�y-eighi percerit indicated support for fmiding
arts education in the schools ��hile 49% would suppar'� tands �ised for arts education for children outside ��
tl�a schools. A �ariety ��f family oriented activitics inch�d�ing concerts, other live performances, �
conunui�ity festiv�tls and celebrt�tions were also p�,t�ceive.d as evci�lts arid progr�uns worthy of supporting
with tax dollar-5.
Survey participants agreed that ihe arts and cultt�ral offerings in Dublin are a source of pride for the
coinmunily. Although 70°ro of those questioned strongly a�ree or somewhat agrec that there should be
more public art in Dublin, 81% strongly or s�me�vhat agree±llat t�iere sh.oald be more public participation
in choosing public art. Only 27% of s��rvey p�rticipants yupport spcnding i� dollars on public art. It.is
important to note, hc;wever, tllat 84% of` those askc�l ��otii'ld �e willing to support arts and cultural
activities�vith user fees.
Tt is apparent &om the survey results that residents are most intcrested in activities and gathering type ��
events for families as tivell as events that are tied to commuriity identity. Eighty percent of residents have
attended the St. Patrick's Day Festival and 57% attended the Pasta F+"estival. Location of events play,s.�am=��-�- . �
important role in participants' attendance. Of those ans�vering the sl�rvey, 82`% stronbly or somewhat �
agreed ��ith the staternerit, "I would attend more cultural e.�vents it`they were available in Dublin." The
reasons that were provided for attending�everits in Dublin included, events are close to home, to support �
civic pride, and for conv�nienae.
_,_
In consultation with the Pro}ect Manager and using the results of the survey, the Heritage and Cultural ,
Arts Commission will �Ievelop a long-range plan for heri*ag� and cultural arts pro�ramming. The plan
�vill be brought before tlie City Council at�z luiure mecting.
It is the recolnmendation of Staff that the City C`ouncil:
1) Receive presentation frorn Staff and Consultant ,
2) Accept the Heritage and Cultural Arrs Assessrnent Final Repoi�t
3) Direct Staff_to develop a long-range plan for heritage and cultural arts programming. � �
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The City of Dublin hired AMS Planning& R.esearch(AMS)in November 1999
to as;ess the culture,heritage and arts interests of Dublin residents. Tl�e purpose
of the assessment is to provide information to the City to assist with the
development a�a comrrluniry cultural plan.
Niethodnlogy
AMS use.d two research techniques—-f-ocus group discussions and a telephone
;;urvey—to gafhai-irr�ut from D�7rlin t�esidents about:their interests in culture,
her�if��� aru� ihe a�-ts. 'i�hrouel�iatit th�prc��ress u1 the�assessrnent,the consultants
worlceu t�'losc:ly�wit��Bonriie:i,�,ot�ard, Itcr;.reaf:ii>ii St�r>etvisot-,Lynne Baer,t}ie
�(_;ity's �u�tis ad�,�is��r a�nci rvitb n:cinber�s����.h�newly appoint�d I�en�ge anci
(_'u(ti�r;il :��ts f.'omrnis;;ion. l�.c iile i�ut5et of�the strn��y ii�ie n,pects af Dublin's
cnl?ur�il 17t� were s�•leetc�l t��r arral}�si5 duing th� focus grcru�7 diseussions. 'I'he
iopics choser wc��e�rograms, y'outh and tl.�ts, Pirblic Art, ihe�Ieritage Center
an�] Stz�r,c���r i�+;�� ��it�� psts. (iry staffrna°inber;� an�l ihe C�orrimission then w���rked to
r�isrniz six to twel;�e p�3sticipants t�r:�act�1�ocus group.
Dunng I�ebi�uar;�2,Ut�0 fi��e 90 zzunutes foi;�is group �essi�ms �.uere facilitated by
t��F constililnl�s.,wl�o transcribed t!�e results to use ir�de��clop'rn�the telephone
s�urvey.
� t�}3or�rlti�ihereafter the��onsLltants worl.ed closely��with the Ci'ry staff�to develop
t47e�te.7��h��,ne survey. "I'c���iu;; �overed in thc st�rvey inclucled residerits'
participation in and prefer���5ces tc�r performing, visual aris and hentage activities, �
their�i7�terest:�i�7 arts aiid}ieritage,pr'ogra�ms �n Dublin, a��areness ��>t; and support
r'or the ci�y's�.•ul'rurai ar�d hr.ritage effor�s. �
Tne iir7al sluvey had 27, q�uestions and to��k appr�ximately 15 ininutes to �
�idrninister. ��1-andom sani�>le o:'Di�blir.'s�resideifts over 1K years o"r age was
;clecl�d io participate ir!ihe st�rZr��y F�y� �_andou�l�igit 17fa]proce.ss. !�zota] of
;�i)1) ,��t=°i-vie���.�were. ct>rnpl���;ted. The,rf°s�ti�s of`t�;c i`ocus �Yroups discussious and
_,_______.---------—________..__---------------
Ai1-I,SI'1a�1;��ri4;�1-1�e�earch 1
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Executive.Summary �;`` � �� Dublirl Heritage&CulturalArtsAssessment � �
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the survey have been presented to the Commission and the City Council will
consider the findin�s a±?ts meeting on June 6, 2000.
Profile of the Survey
Respor7dents
The survey results�mirror the population of Dublin and the findings are within a
9�°io confidence le��e] for a 5 pe�-cent variation in responses. Most of those who
partioipated in thc survey are man-ied (70%)and]ive in households with thrEe or
more people (55."1°�,}. The respondents were well educated; 26.2%have
Bachelors degrees or higher, 9.4%,havi;!issociaies Degrees and 2C>,7%have
r,ompleied some college. They represertt a11 agc groups (the survey was limited tio
those over age 1$), ��ith most falling between a�es 35 and Fi4. 'The respondents
represent households in all income brackets; over 50%reported houschold
incume oI��75,00p or�;reater.
Anatysis of the Da#a
'I'}ie data were analy�ed using the total sample and a number of subsets,including
household uharaaier-istics (presence i7f children) arid en7ployment(retired vs. non
retir�•dj. 'i't7 assist with nnderstanding arrd r;haracre.r-izin��:tl�e arts and hcritage
:�u�iience, x1��nS classi�Ied the�responder�,i.5 io tl�e sur��ey into on�� oI'six arts
cor�si�rne.l�sef;�r�ei�ts,�based ��ri their at;swer�s tu il�'iee�ey questions:
� It°'7t'� ir�f 1?�1tE7"�,St�P."i dl'�S 8Cf1S'l�lf'S
�m t�:�e<<�le fh� art�s pi���in tne�iz-lii�e
� ii�e��uer!cy �si n�rtivi��etion in arls activiti�s
'1'iii, six aits �onsun�cr �;e�!�ents arc:
�l. "�'ore�Arts 1'at�-oats" at-e craracterized by vcry liigti frequency of attendance
(10�� tirr.�,sr'yr.j.
:?. "i�'fi7nil��s� r�ac�s" .are.7�t�rson�1'.y in��e�te�d ii7 the arts,but get out less ofren
t�h�n "C=t�rc� :I'atron�".
3, �`f Krarers �,`l"":,�;-Alongs" gei out re��:larly, but a��e not very ir�tei�esied iri the
arts.
4. ``T3lockt�nrscer Au�Ciences" attenc�rarely, and have little connection to the
arts.
��. "�Ticlden Arts AYidiences"rarely get out,but have high interest levels. �
6. "O►�trea�cl� 't'�r��ls"riav�e no izxteres�oY�freque.ne�of�ttendance.
Three iri ten respondr;ni; z�oil7llablir7 w�re either Cure Arts Yatrons or
H'�irri(i�tr l�ace�. '1'1�ese result��indic�ite a good portion of the pc,pulation is
i�it�:t��,±e�i i�i a�t� �t�uj �;�iit::r��l ac�ivities.
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Executive Summary �- � Dtrhlin Heritage c� CuCtural Arts Assessmerrt �
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Attendance at Cultura!
Events
The survey results indicated that ovcr the past��ear Dublin's residents have
attended a wide var'rety of cultural perfonnances and activities.The most popular
types of performances_among the respondents are country/popular concerts,
musical theater and falk/traditional concerts (about 40% of respondents have
participated in these events).Nearly n�o thirds of Dublin residents have attended
fairs(craft and art),historic par',cs, and roos. Approximately one-third of Dublin
residents has frequented a museum(science center,history,natural history, folk '
and modeTT7 art)in the last year.
Interests in tt7e arts ;
Dublin residents' preferences in the arts reflect their patterns of attendance.They I
report strongly liking Broadway musicals (35% of respondents rate their"like"
far them a 9 or l Oj. 'I'iaey also feel verv favorably toward pop ar country
performances (27'%r�ted theni a 9 or 10}. Around 30°/, of respondents rate art or '
crafts fairs a 9 or 10 as well.They also express strong interest in histonc parks or ',
monnments (2�S%ratin�;then�a 9 or 10). �� �
Attendance, Events in ,
Di�blirr
Tl�e residents' attentlanc�: p:ittcrns ��t evelits in Uublin over the last year reflect �
their interests. 'T'he nzost�opula�r eve.nt� in 1:>tiblin are the outdoor festivals; 80%
ot'resideitls havc attc:nded tYre St. 1'�'u;ck's Us�v Festival and S7`%have attended
tl�e Pasta��cstival. Dub:in's rc�idents <�1sc�ir.clir,atc they "like"historic parks and
rnom.lrnents and 41°io h�,ve ��is�ited iY�e 1lerii��k�t; Lc�nt�r.
Respondents also indieate tha( thc:y havc 1 ikc;n notice of Dublin's public art. On
averag�e ihey take tii�7i� ,:c± l�ok at it fiv� timcs���er}�ear. "I'hey also pa}�attention to
the cultui-al pr�orr�Yr�s at thr. C;ivic C'enter; ���,ey look�it the a7-t displayed there on
,iverage twice per year at�d aif�7c� che�;crncerts offered ihere or� average 1.66
iimes per year.
� When asked iYthey are moY�e or less likely to attend cultural events if they are in �
� Dublin,226 responden±s an�,��vered the:������e moi-e likely and 80 answered they are
less likcly. C�f ihose�vho ar�;,riore lil,e�ly, the re�sons tl�,ey provided include
ev�nts are close to l��ori��e, t�� sul�port rny ci�,�c pr-ide and for the convenience.The
reasons provided by fhose��ho ure i�ss likely to atfelld include that they are not
iriterested in av�ilabJe aciivities,that thcy perceiv�; events of better quality are
av�iil�ble outside of l�l.il�liil ar�td{1���t t(�ev do noi hear rbout events.
Ar1f.5 Planni�z��Res��irc.�h�--- --- 3
;Yfav, 2000 �
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Executive STmimary �:�`� °-���'° Dublin Hentage& Cultural�Irts A.rsessme�it
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Attitudes - Arts in
Dublin
Respondents expressed that the arts and cultural offerings in Dublin are a source
of pnde for ihe cornmunity (42% strongly agree,45`% somewhat agree).
However, a sigrii.ficant��ortion of residents feel they would attend more eultural
activities if mcre were available�in I)�iblin (37% strongly agree, 45% somewhat
agree) and r�,at Dublin should}�iave more varied cultural activities (30% strongly
agree,47°,�o somewhat agrce). A smaller=yet significant—segment expressed
thai they woi.ild attend more cultural activities if they cost]ess(29% strongly
agee, 31`% somewhat a�nee).However overall respondents rnore strongly
expressed a desrre for a�neater variety of pro�,�rams than for Iower costs.
IZepeat Attenders,the arts market segment�vho are interested in the arts but do
not get out as often core audienae, would be more likely io aitend arts events if
rnore were available locally. Ouireaoh Targets, who ha�ve no established
interest/freque�lcy of ai�ending, would also be mc�re likely to atten� events if
rri�7rr, prc,�ranls wzr�e available it1�Dubl�ii.
�requ�r�cy �r
�ttrnr�anct�
Dubti�a's residents l��articipate in arts eirents frec��i�;ntly. More than one-third of
. . -,
!)uhi�r7 res:dents re;�c�.rt r}��at they attel��d a cult�_�ral event oi�ce per moilth. Crreater
th�i��� 80°% a?�end sn r.vet�t at'least�>:!ce�p�r ye�ar.'Thc respo�ndeiits' frcquency of
a�tendan�:�� at 1�eriorr!l�rtg anci riori-perf��rrnin� eve,its is nearly the same.
(Vlarketir7g
T,�iost ot 1)i�bli,�'s resrdents le�arai abrntt 'the culr�_u�al activitics in the com7nunity
through I�rix7te�i�1 rnedia. Ove: 30% ?��e,�ort lear.o�ng about events through a mailcr
or br��r;hurc. Approxim��iicly otie-ilnrd alsr.�rel� c;��local newspapers(31% - 77�e
l'r/ley Tinae��; 20�io 7�rE�Iler�alc�1. Howeee.r, manv Dublin residents find it difficult
t� 'ti�nd out��boi�i loca; culiural acti���iiies; ��6°,, sfron�ly a�ree it is ��ifficult and
�34`;'�� son��_;��l�ai.�i>,r�.e.
Herita�� C�nf:er
Nearly half", 41°/,,have visited ihc;�(�eritage C:enter in las't year. However
r�:sparidents do�not��i�it fre��ueiitly, on �.���verage b�tween once axld�twice per year
i I.�7 �i�e�ri7l. �Letirees ai'e rao�r��awarc c;i the Naritaae Cenler th�tn non-r�etirees.
In t��nns oz l�ro�rarr,s, pe<�ple are ir��ereated i�r.1 seeing history-related activities in
� i�hc� l3�erit.��e !�eniec, iticlu��+:ns;Yiistory exhibifs, a re-creation of a hisroric
sci�oolroom, risic�rica�!�rer�n��ctn��e��ts and tours by inierpretcrs in periad dress.
ltes�,r.�nder!i�s ,i��.�el tkie herit��e cen�ei-is a se�ting that should be used as a museum
an�i wou1�1 1ik�to see both hist�r�and art exlubiti�;ns tnolmted ihere.
___. ____ __ -- _.._.___.------.___._____---____ .�----------- —
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Executive Summary `�.�"`°��`^� Dublin Heritage& G�Itural Arta�flssessment
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Respondents also reco�mize t]Zat the Hentage Center, a former gathering spot,is
an appropriate place for weddings and otlier special events.
The majority of`respondents stated that they are most likely to visit the Heritage
Center on weekend afteinoons, followed by weekday evenings and�veekend
mornings.As would be expected,non-retirees prefer weekend afternoons while
retirees show no real preference for an open tirne, except that they would not visit
�� the Heritage Center on vveekday evenings. Also as would be expected, those with
children at home would be mostly likely to visit on weekend afternoons followed
by weekend mornings.Those without children at home also are most likely to
visit on weekend afternoons and next prefer weekday evenings.
Public Art
Respondents feel positively abaut the public art in Dublin; a majority of
respondents(70%,) disagree with the staterrient, "nobody cares about public art."
Ch� avera��e Dublin residents l�ave taken time to look at it closely at the Art in
Pu�lic Place� f��ur times per year."I'hey feel there should be more public art in
Dublin (70% as�ree) and tliat cutnmunit}�m��mbcrs should have input in its
selcctiun.
'Che respon�3ent's indicate tllat L>t7blin's residents overall are not familiar with the
Utiblin r'ine��ts F'�7undai�ic��r� �or,ly 3l°�, �.-�iow of it). However,'those who have �
atter�d��d �� culiiu-,�.i atir:ictio7i iri L1i�bL�n hav��� a rni.�ch greater awareness of it(82% �
}.no��� «i'iCl.
Arts and Children
Respondents place� higli��r-iori.ry on pro�nding arts and culture for children. A �
sibmificant nurr7ber(85%�) a�;ree that the schools should offer a greater number of
cult�7ra1 ac'tivities for children.Residents also feel (76%agree)there should be
more cultural o7�por±t!nities tar fa�nilie;�it�1�)��tilin.
Fundin�
Se�>enty-one percent of'l�tiblin'�;�residenis su�}�ort tax dollars being used to fiind
the �ir1s. "l'hc sup��ort is �rrcater�mon�; tho:�e wno hdve not heard of the Heritage
Center±hat?ttiose�rvhc> hti�v�� (*;0`;o vs, 67%). Supp:�rt is also slightly t,rreater
iif]70Il171f1�SC�V110 ale 1T1 I�1F' W01'It�C;I'Ce ��11II 1'd�lI'ecS ���°n VS. 62��0�.
�Vhen aslced aboi.�l which p;l��icu]ar pro�;rams th�y are more or less likely to
support fu!idi�i�,'1:)ublirl residents' intere�;t in activities for children becamc
� evident. 58% �3re more?i�cel�r t��su��}7or�tax dollars being used to fund arts
educa�ior� in the �ci���ol� (tl��.�r� 1'or ol�lier�pr-o��rams) and 49°o are more likely to
sup}�ort fYinds use�3 f'or arts educat�ic>n for cllildrer� outside of the schools.To
fullow are their preferences for usiY�g t:�x fur��cls fo� support: improving the
n�,n5euin at tt7e�l-lentafyc: i_.r���ter, co��icerts �it�d othcr li�ve events, community
AMS Plan�iing�e Reser�r ch � S
M�r��, 2U00 �
�j x cK,
F__tiecutive Su»t�ria ��
ry �'�' � '`� Duhlir�Heritage cF (_;ultin�al Arts Assessment
�������;�
�r.�s::W;z,�:
festivals, histor-ical programzriing,public; art and adult art education programs. It
?s ir7terestirig Y�7 note, tha!af'ter pro�rams for children,residents hold as a priority
transtbi-rr.ing th� 13r,�ritage Center intu a r�iuseum.
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AMS Planning & Research
91 S D Street
Peialuma, CA 94952
i fl7 ?"1 k S2dd�,
Contents
A: Focus Group Summaries — A- 1
B: Survey Questiaunaire B - 1
C: '�Terbatim Responses
Question 9: Sources of Informatian ----------------------------------------------------------------C - 1
Question 21: Why are you Less ar More Likely to Attend Events in Dublin ------------------C - 4
Question 12: Other Activities -------------------___----------------------------------------C - 6
Question 22: Other Comments-- -----------------------------------------------_----------C - 12
Dublin Heritage c@ Cultural Arts Assessment
Focus Groups Summary
DUBLIN HERITAGE & CUI,TURAI.ARTS ASSESSMENT FOCUS GROUPS SUMMARY
YOUTH
V�That's it like(what do you do)when you're young What's not available in Dublin,but should be?
in Dublin? • Should extend scbool day and add arts classes
• Movies • CA frameworks for art used,but not consistently ,
• Heavy, organized schedule, sports mostly • For music lessons,up to 5 classes are assembled
• Saturday—museum closed in one room '
• "isn't anything to do" • Parent volunteers provide a lot of the arts in the ,
• Places to do things are close by schools '
• Mall • Arts/music are skipped in favor of math and
• 5occer(in San Ramon) reading
• Theater at scbool • Question:Is there a Chataqua program in the
• Scouting,Brownies schools?
G�lture/heritage activities in Dublin? Who are potential partners in arts education?
Outside school: • High school students(mentors->for younger
• Martial arts students)
• Very little arts • Arts Commission '
• Private classes are swamped • Heritage Center
• Dance throubh the rec. center • Businesses—(e.g.:People Soft,Commerce One,
• Hula classes—rec. cent:er Y•I,A Tcncar) ,
• Tumbiing � Dublin'I'heater Co. ,
• Siunmer concerts—Citv Hall � Library
• 'Iheater classes—summer camp,winter ciasses • Senior Center
• "Don"t see a lot of arts and culture" • YAC
• St.Patrick's Day Parade • City Councii
• Car show • Parks/Community Service(Shannon)
• Pasta fesrival
• Teen concettc Do familie�know about programs?
• l�arrners?vlarket + Shannun booklet is uot looked at by the kids
• f�lvc;rs are<iis�-ibuced 'u�classes,what about
inside School; hom��schc�olyd kids
• Herita��e Center/cemetary—3rd �rade
• Ciionis—after sehool ldea-
* _��arquee at Shanuan and the parks
• f�rts auctiori
• No art classrooms + Banner above San Ramon B}vd,
Music class— I }rourlweek � �:iosk at the mall
• Middle school—elecfive art • B11lboards
• .6�'grade`�vheel"—sample all arts • Internet '
• 7`�grade—selectives • Movie theater I:iosk
• 4"'grade band(twice/week) • Sports grounds banner
• FAME—parent/volunteer led pr a°ram,at some • Traveliing l;iosk ,
• schools,lessons in art history,music,6 • Farmers Market signs
lessons/year;some teachers do follow up � �5�0�' I
• Monart Program—teacher led drawing lesson • �o at Valley Christian School's Friday Night
• High School—a lot of choices in the arts,from Live program
entry level to advanced,arts aze electives '
• Fine Arts Da showcase of various arts b �Y do young people attend arts/culture/heritage
parents and other community members y events and programs(likes/dislikes)?
Theater Co. gets lots of calis from parents • "MY P�'ents make me."
� • Unifies people
.4MS Planning&Research Page A -1
May 2000
Dublin Hentage ct Cultural�trts�4ssessment
Focus Groups Summary
• It is not cool(especialty for guys) Nearby programs of interest?
• Like it(cultural programs)and I want to learn • San Leandro—schools come together for a
� Makes a good gif� choral concert
• Good party outing y San Itamon—wind festival
+ Ivlountain View—hands on arts festival
Where do young people attend progiains? � Pend.(??)—paintuig festival
• Schoois
• Shannon What,hould be in llublin?
• Valley Chnstian � As�onomy Yrogram
• City Hall and Plazz • Ethnic celebration(Scottish,Japanes, Chinese,
• Fosters Freeze Hispanic, etc.)
• Farmers Market • Storytelling—with senior center folks
� Ice Rink + Communtiy concers
• Midnight Bowl • Community arts center
• Private Homes + Indooz soccerr
� Ciiy polity to encourage new businesses that
Fiiture event locations'? supportlbring in arts
• Parks—Mapes,Emerald,Dolan � YMCA
• Heritage Center • Plzces for kids
• SCIIOUIS
AMS Planning&Research Page A-2
May 2000
Dublin Heritage& Cultural Arts Assessment ,
Focus Groups 5ummary
PROGRAII'IS ,
V�'hat is the range of programs available in Dublin �Iow do you hear about things?
(arts,culture and heritage) • Mailers
• Dublin Heritage Center offerings + Newspapers(Herald, Valley Times—Friday
+ Arts in tt�e Par}:s—was built arotn�d a]ot of scction arrd'rim Sabronri's column)
thought . Baruiers, San ltamon Blvd.
• A &C shows + "Tt"s accic�ent�il [finding out], there are so many
• Civic Cenier—art work dispiays and concens things going on" ',
• Plaques in old llublin identif'ying historic sites + Activity guide
• There are good e7chbits and sculphire here(we • A lot of nmes 1 don't find out
need education and interpretation) • I jast�oa�,froin living here '
• The art is"kind of'hidden • Cable TV
• 'I'heater iu Dublin focuses on children,privately • KK�IQ
hc]d theater group • 'I'hrough the schools
• Festivals . "DuF�Iin 500,"people in town who just see to it
- St Patrick's ta�ow wbat's going on
- Pasta��estival . ��Iord of�mouth
- Pridc;Week
How should things be marketed?
• Suminer Music program . Network`I'V '
• Ice Rink—blympic starts practice there . Acfivities pages in newspapers
• �TJcbsites--newspapers ,
Where are the arts, culture, hentage pra�rams in . In the rna11/kiosk
Dubiui? Should be a town newspaper
• lieritage Center Y �,�,�s
� Civic Center . Fonnally organized"welcome wagon" -PGE
■ C.A'?'hearer(in strip rs�all) knoWS�fio's�new in town �
• Along ILe�;i��nal Ftcl. (Iestivals th�;re) � '1'br,�ug;:the nei�hbor3lood associations to
• �i5
, � encourag���eonie to get involved
• "uid Dublui" � �l�e tlie to�Rf web page more,it's very stafic
• Camp Par�_s:ivli�irai-y
���hy ariend culture/heritage programs in Dublin? Is the Dubiin Fine Arts F�undation l�own?
� Enjoyraent . �'J�own irotn Art ui the Parks
• To le�n . ;^..ware of[iCj wh��n thc Heritare Center was
� Heif�htens"utunanness of the�;onnnunit�,�" ����.�r,r���,t•ri.
� "I'o st:ppc�rt fhe cit,,� �
� F3i7iic!s e��rzrim:ini.ty �1�r'��,;'r uu[�l�ie�r;,bu�r should be?
� Ctrri��sity � Jii�t�i'a�,�r�rlIi.ish darYCCrs
• Outici tc�utilire your�wv talents �� '�z+e rieei�tu�=�ork on w�i:at we h�ve
� 'Co get out uf the ho�nse • �1'�alking tow'
• EconomicaUaffordable + Yioneer history programs
• Corrununi±y ti�eater
Like/don't lilce about cultural programs? • :ieries of spea}:ers
« Don't�aw about the cultwal programs . A place where we can all come together
• Lack of focused publicity . A themed shopping district
• Not enough a How abont the Transit Village becoming a ,
• Commercialism of St.P festival,cauld be more destination spot/village
tradirional,events our ancestors did...could be . A lot needs to be done with what we have '
more unique
• Pioneer Festival(no longer done)was unique Which populations are not well served?
• Publicity is lacking • Teens—need a place,a coffeehouse,where they
can play music
fIMS Planning&Research Page A -3
May 2000
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� ��ieiic��e i�.i�,�s w .F. 'iat i,ftrpl feel nowcr isn't in �:}�eu h:;nds
w �i8 l it'_�ItO � T �'i±11 + I�L'ti',C�GOlI.>t:tT"�i�70!1S f1zC:({ t;� UC f11���)�`.C�.
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AMS Planning&Research Page A -4
May 2000
1)L!%i:li!r lli�:t�i, l� !�1�Ir ..t::l;'!%"l,S 7S cF,•;>>�Nct!�iT
��'�L;f.'t;'! i.;�1D!!�%.�;`,��:I,.iNiC'�:}�
Ck fi �".�.� S /Y, ��_i�._ �...i..�s� � `��y-.1�
�:?:peric�r�ce with the }��e ;ta�e t:;�.n�i.;::� r3tl�r_�r c�rsununity lYistorical nssociations
� f)t,e:cnt�ak the Cl-iurc},_ w��i�Id `LY���c l�}x�.i�.t�i���r; �reiiealugical societies �
informaf�on io�ive peoplc Sc��!lis
• Would lil�;e to�;o back--jndging scarecrow, r�ay��r�Ps
classroom experience—3`�and 4�'graders, llublin Pine Arts Foundation
tombstone rubbinbs Quilters
• Found museum rigid,noT engaging
• 7�'graders don't�ow about the Her. Cen[er b/c �est use of the center?
of population changes in D. Continuing to provide invenrive and engaging
• Center had touchable artifacts exhibits,professionally done
• Participated in its development,want more hours Remodel schoolhouse to reestabIish the bell tower
• lt's one of D's best kept secrets More small events—once/mos.—concerts,picnics
Generally good experience Heritage Festival,St.Patrick's celebration ,
• Pleased with the change Convert shopping center to match the center,create a
� focus for Dublin
• Some meetigns were beld there in the past
Az�ts shows and local exhibits,multi-ethnic
• Bridal cxhibiUf3shian show—first major show Older car show
• Barbeque, arts and crafts, scarecrow e7chibit Series of shows on development of Valley
• Weddin�;s in the church Collect art and artifacts—new storage facilit��,allows
• Tours of the cemetary colleciions to be cared for/not damaged
I�urid raisers f'or the center
Image of the Heritage Center'? Get back the Crreen stare ,
� People don't attend ,
• ?'�ot enough publicity rs public/pri��ate mix okay? ',
• Considered l�akey Seems fine
• There are a]ot of new families ui town and a
museum aboui local historv is uot on their What is tt�e enmperitian?
agenda � T3lackha�vk �
• What do you do there...it's not interactivP Amadoz Valley ui Pleasanton
• "Run down and nat ope�" C)akland Museum
• Unchanging image,nothi�Yg changcs Ardenwood
• Scary at nrght;nighrtiTne placc for teens to haz��� I'.cvenswood
5onol
011T
�IDeI1CS
How do you hear aboiit the centeT?
S'Biante Coluli7Il Mazketing?
Other news stories Need a sign on Dublin Blvd.With hours
Rec brochure Banners over San Rainon Road with messages
Flyers in the eammunity Church would mal:e a good logo,but not really part
�estivals bring crowds of tlie Hentage Center
Cable TV—ch.30 Need campaigu on something new
��Q Direct uiarketing to service groups
Pastcarcis
�X'hac are potential partrierstups for the center'? �'jy�-s for churches
At fne Crossroads—show by the Dublin T1�eater I-ots of small events
Company Something for youth--flyers in the schools
Link to L.as Positas Blanketi mailing
Facilitate hisiorical elasses Pat Zahn at library has photos
Church- venue for concezzs
Valley Service Clubs could use
Teachers' scholarsbip to borraw objects
Ardenwood farcns contacts
AMS Planning&Research Page A -�
May 2000
I7irbii�r He�ri1«�e ct C.'��1tr:rcl.4rLs,1ssi�.ssme'�n;
F'o�•t:.r C.�rc;rrl.%5 Sf;rr:nt;���:,
SU�'PC7I��'�.' ��t)I? '�'f:1.�.���� r'�l.'I'�5
��;'f�a?c3o you kno�r�;b�i�t it? rj,�l,l ;-v,:ri+,s �,ro:ind tlie cornmunity
:�1� ';r,h;�s: �.,..i t � :s!�� , urn, s�l� pt�is�,�,fn; 1 <.,c Jt! [ � i,�,c:,� .n},1��; re.nt the library
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�. ii��l,:t d�.s:�;natetl� - i�u���,ct ,ti'r�c'r� ,�,:��i,d ihe sunpUrt c�m�e frum?
�:1 i'1: j�':u iri tli:°f�r.df�,rt ;.'ii.,
I)����1�-� ,�� �.s z f�,c�;i jol�, ;vrn'r:ir��.r�, in fhc ,�.:IiooL � �.� �is�;.��� �,i ca�r ne�v co�!structiC�n
�Not a lo! oT p����>7it�a�;��ireue��s ai r�ecc� f�r scp}�oct �7 raT�si! 4�;l:.k�ci�velop�:i�s
It'ti''.�Ct:Tf:i .rl!C�.!V.--7>i�!:]T1E'�C!�?jPj?;�r
Gocd i;ews �;ets b�rried (:i!5 s,;::tcl�
G;7�-'T--Cf1, �ti��E�
� .Appropriate(the suppoit)? Ptiblic displ•r.ys at businesses
Poor,patheric,for a ciiy of this size Bann�r-Sar�R F3Ivd-free banner space
I�FA Yias�o bep for�; City Manager is canservative �Jp ar�d r,oinui�artists could perforni
7'here can zie��er�:c too i��iuc11,Yic,f enou��h, sho��lr� l��e � A.�c ort;s. 'I`o use facilities
mc;:e 7•de�v��P�Pcr 7�t•ofil•:s
Dc�r:'t��ow how it relairs fo other cities
`��nport is�not just mon�y...fh�vrc's a�,oc�d :�t,irt
I���re...s�zpp��rt c�ir,es i::tr�a�ny�t�ays (:)t,l�;�r�;oir:rnuniiies'?
A-t;�ivcs it�eniit��?o t�se c:cmunu�i��iiy 5rti:tt:�r�c!�-L�hal_�speare ieshval (San Fzancisco)
`�a�ssa�ito-�i.au�l,er of e��rnmerce
Yublic awaren�ss? �Ys�Inut�Cree1:--�crwnt�wn association
Wher��there's ArC in tlle Park -heighten�d awar�ene:s Liverrnore--art�i�ie parks/sculpfure
of t}ie arts i��tiiat n�ighborhood S:�ui I.eandro, (7akland-Heritage festivals
New developers-pressure of ihem to contribute. Ca�roe[�-�displays in parks; weckend events
'I1iey have awarene�wss
Arts not a priority Vc>ter sunpurt for tl�ze arts?
Othe:things the city could do besrdes givc� �'�%�>uld de�per�d on.l��w you asl:ed and the pre-
Uon'T think ih�ptiolic is riatutally aware of pnbL:ci�y
art....�people c��n"�notir,c:irt�ifirf:il�r�r.7gic��oinent, ,�?c��i'i' t�uri):ttley woiild suppnrt a wo:}:of art,but
fhe�see,h�ar, rtc. lf you;�7rrrvide hig.h qualiry arts, �e�auld support a f�acility �
you can c;nucat�people �'p:. �'ay"h:,w wil(this benetit me?"
I�u67.in strugtgles with idencity, people don't have Vi�Fiat about in the new library-if people can see
time for art..wor.�:ins�.�3ut, c��gtt kicLti at school r��emselves 17a��ing benefit
Not a prograrrt
A:i outc�oor area f�or event�
Obstacies A��r���urrt of°� is key
Laek of interest
People want to l�ow what benefit it brings Where to get the$'?
Couununity doesn't appreciate the value of arts and Foat boand
heritage Sales tax$
llealing with the develop�rs More sensc lo do a facility regionally
Fear,mistrust-is t�iat art?Nude pieces
Cominitment by the city council,prierities Gaps/opportuzuties
No pressiire, few people involved Tapping wcalihy individuals
Development fee
Flow do we address the obstacles? �3ig corporaiians coming in(Sybase,Peoplesoft,etc.)
Through education New developmnt fee
Capitalize on what we have(Iike Art in the Park) Alurnni who have"made it"
Incl.lnformabon in recreation newsletter,expand Barter with ot�er cornmuniries for performances,
space dedicaced to... ex.�iibits,eic.
Offer free events,bring to life,broaden irc�gc
Need faciliiv
AMS Planning&Research Page A - 6
May 2000
rhtt�li'^lier-irrtg�>�� Cult:u•r;i'.;';zs,��s'sr:ssr,;e,��
1��ocrt� C�rnt.j�s�5�.��n,-�actr�
T'I'.fi�.l(' f"4�'I'
V'r.hat i�,%i� :�iot puhl;��srt'I f':,.rar.7el�e;;-5' f<,r sc�lectin.i"�
G{�,?lr��itio_� �f�[hr c�c�mmi��ait�;� �/;,te/fiy�:=r ic� ai! <<ti:-�-r:os :;f�«�liai peo;7le:�re luol,ing
.t�1',°!li)rtn � CYC�ITT�.�;S;:rz����i;'., '_Y .P_!�!i'�!]1!: ?')i �
�)l! ',�;�� }�1C���;S�:: �,'CCyi,l;c� ti!'dli��:t�'1�1 �:)I:Ii'Tll'.f11ty1Tit)!1I
ivot comrrie�-cial `,�'�,i:k vut Icu�a?Taler,!� ��
:h,��eanin��ful, irnr,ortant to th�-cc��rii�A�i�>>it�;� �;c�rm�ni�sio�n should gei ideas trom DFAF', DHC and
��iid�or, t;x_hibih�ri in�,buiic, c�orrune�n��o:ati��+�_,nci frotii th�public ��
reilectiv�; �.rt in the Parks is a mode]—public opinion '�
Displays by loc�l arrists Vote
Cornmunity expressing selves,what they think of Per.nanent art—need conscnsus
community Locadon—neighborhoods, streets
Not up upon by the city; get feel for wbat pp1.A ccept Cost
Funded by public cirizens Maierial �
Sculpture. Size
Theatez 'i"heme
Childrev doing aits Rating—not too out there
Choral, conr.erts,plays Involve—ariisls, arts educators,businesses,funders,
Architecture -what wc want the city io look Iike— danors,conununtiy leaders, children,mayor, city
(e.g. San Pedro'?'uwn, San Jose) planners,lustorians, ouLriders,professiouals
Art tF�ai is public�r.public art(paid by iax pa.yers v.
�rivately fiir.decij Role ot tht.7)fi��'?
Jon't 4:r�o�i�
rnbances ttie can�niuiury'? Ad�rocates
Adds something for ppl to enjoy Sriipid not to use fheiri
Fietter pieture of entue cit� lnitiators
Makes city com�to iife,r���iice buildings I.iaisoii �
Can have a negative irnpaci...con?roversial, can't he C�nsultant ��
too bi�c,ity Can be an out for tYie comfnission
Dra��s pPl tugether 5ource of�
F.,;cnoses ppl to se°ne�s�diffF�rcnc tbin�;s
Hor��it is executed is irr�portant �'�rblic involvernent? � I
Can be tl�e subject of'jokes Vote
Broaden±hinkin,, expands minds Upinions solicited
A.�eetings in iieighhorhoads
I)ublir.'s 1'ublic Art
Arc in the Farks is ref7ective of the commun*tv Obst�zcles?
Civic center art is confusir_� �C�ToneS�
Generally positive f�pathy
Outdoor events- f'un,posiri�•e '?'iining
Lack of good theaier Acrian
Need ptaques to Lelp understand Agreement
Need place fo just sit and look Room,location
A�t is city hall is ok � Potential controversy
"�'lane Wreck"sculpture—not�;ood ima�;e fo*the Decidiag
�,i�� Definition
Friends and uei�� bors feel'?
It should be"soft"and pleasing Advantages?
ivlore art relating to childsec� �ring;s cemmunity tagether
Abstract arr is a problem for s�me irnproving look of u�e fown
Dublin architechue s�inl�s lniage
1'ubic art at the heritage cener is grcat r�ore.attractivP place
Mosaic murals at Walgreer�s gooc?,would be agood Community pride
theme PubLcity,attentiou to t�wn
More color to town
.fIMS f lanrring d:Research Page A - 7
May 200(7
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�}� i�?�I-,�d. t�'ii��.�i•�4;<;, �.c�i .,;:zr.d�ids,tell tf�em to do i�
�,��an�ion �';ai1_ � ,�:b^�,r�rsu:::lc� ior I'R reasuris
iroi:i-ia!sc:'t'isi! Cr,:ri,i�is�io,;/C'riv r:;s��onsii>ili�_�,
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AMS Planning c�Re.rearch Pag�� �8
May 2000
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1)u�li;�i a'hu�st.�r7s, �.t.itur�: ars+� 't��erif�.�)i: ��ttviti��y :i� #he�� �'ify�. �� �rc�t�ld lik�: ��t� ask:9`�sr;�otir r�t.���:ra[ior7 �✓ifFr a
nr�ra� ti:ie su�v�:y. �l�his r,all is fc:�r i esearct� f���r�:�c�r�� �r�+.y ��nci c9ux.•s nut 'sr�vc�ive saies nr fund-r��isiriy c�f �r�y k.ind.
n��3y { speak�vith �a�rr:et�rie r��ver 'fEi y��ars �f u�;��'r" (?��'���7� MPl`���L�UC;"t"10!�, i� PJ�CE55ARY.�
l"he survey takes about 15 rTrinutes, �r�d ! �.an assure yo�� tiiat your answers wil! remain confidential. May I
pfease ask yoY� sarne questions?`C�h�nk yi�u1
1. Ar-ts and cu[tur�l activities inciude �ttending live performarices of rnusic, dance or theater, visiting '
museums and galleries, or�reafing �rt yourselfY su�:h as p�inting, writing paetry or �laying a musical ,
instrument. 1�lauld yo�.l vay ttr�t yarr ;�re (1ZI,AD i..TS"1'AN1>IZEi:URL)aNSV�'�:R] in ar�s and
c��ltura! ac4i�rities? ----_. �_____.._.-----
�xtremely interested----------- ------ 1
Very interested ---------------------�----2
Sornewhat interested --------------;--- 3
Not toc� interested----�--------------4
Not ai all interested---------- ----- 5
[VOZ,tJI�T'T�EREDI DK/Rer"use� __..._ .�__��_.--99
2. Would you say that arts and cultural activi4ies play a m�r role, minor role, nr no role at all in your(ife?
M aj or role -------- ------ �
Minor role --- — ----Z
No rofe at aN -- 3
[VOLUNTEER�D] nK/Refused — -- --- ----------99
3. With the excep�ion of elementary, middle, or high schaol performances, did YOU go to a [READ
AND ROTATE] during the last 12 months?
DKI
YES NO Ref.
A. Live jazZ performance - ---�---2 99
B. Live country or popular music concert 1 -2 99
C. Live classical music concert such as a symphony or rer,ital --1------ 2 99
D. Live concert of folk, yospel or traditional music of any culture -------�----- 2 99
E. Live opera perforrriance --- ---1------- 2 9g
F. Musical theater performance such as a Broadway show ----------1-----2 gg
G. Performance of folk or traditional dance from any culture ----�---2 99
H. Stage play(without music)— — --� 2 99
I. Dance performance of any kind —�------2 99
J. Children's theater or special family program -�--2 99
4. Attogether, about how many(ive professional performing arts events did you attend in the last 12 months?
[A ROUG�i ESTIIvS.A.TE IS OK-DO NOT COLTNT SCHOOL PERFORMANCES]
Number --------------
[VOLUNTEERED] DK/Refused ---- -------99
C:ity of Dudlirr.�Llurket R!:serlrcri Pub!ic Survey
5. During th� last '�2 months, did YOU visit ______�7 CRE.All LTST AND RECORD A.NSWER�
DKl
YES NO Ref.
A. A science center or technology museum ---- --- --1----- 2 99
B. A natura! history museum----------- --------------1---- 2 99
C. /',history museum ----------------- ---- -- --------1------ 2 99
D. An art fair or festival --- – ---- ------1------ 2 99
E. A craft fair, exhibit or festival ---- ----------------------------------1------ 2 99
F. A historic park or manument– ----------------------------1------ 2 99
G. An exhibit af modem art at an art museu�;� or gallery ---- -----1-----2 99
H. A festival or exhibit of ethnic ar folk art ----- ---- -------1------- 2 99
L An exhibit of traditional or historical art at an ark n�useum---- ---1----2 99
J. An outdoor nature center or zoo----- — --1----- 2 99
K. A children's museum---� ----- - ----------1-- 2 99
6. Altogether, abouf how many museums and arts and cultural attractions did you attend in the last 12
months? [A ROUGH ESTIMATE IS OK-DO N07 COUN7 SCHOOL EVENTS]
Number ---- — -----
[VOLtTN'I'EERED] DK/Refused ---- - ` ----99
7. Have you ever ? [READ AND RdTATE LIST AND RECORb ANSWER]
DfU
Y�S NO Ref.
A. Visited the Dublin Heritage Center- ---�----- Z 99
B. Attended a summer outdoor concert at the Dubiin Clvic Center---------1----.2 99
C. Looked at an art exhibit af the Dublin Civic Center-- -------1--2 99
D. Spent time looking at Dubiin's art in pubiir places -- ----- �--- 2 99
E. Attended a performance of fhe Dubiin�i-heater Company-- --�-----z °g
F. Attended an arts program at ths Shannon Commt�nity Center ---1 - 2 99
G. A�tendeci the Dublin St. Patrick's Day fesiivai --- –1 2 99
H. Attended the Pasta Fesiival in Dublin------� -- ---�------ z �9
I. Attended the Dublin Hentage f=ai! �estival --- -----�----- 2 99
[IF Q7A THROUGH Q7F = "`YE5" � PROGE�� WITN �8. IF "NC3"'–SKit� TO EVENT ON 7HE LIST]
8. About how rrzany times in the p�st 12 mnn�hs„__� _____i
�REQUENCY(write#
A. Visited the Dubfin Neritaye Center------ --- – -- _
B. Attended a summer autdoor cor�cert at the Dubfin CiviC Center
C. Looked af an art exhibit at the Uublin Civic Center —
D. Spent time looking at Dublin's art ir pubfic piaces-- ---------_
E. Attended a perFarmance of the Dublin Theafer Company ------
F. Attended an arts prograrri at the Shannon ComrnuniEy Center-- — _
9. How are you most Iikely to learn about arEs and heritage programs in the City of Dubfin? [DO NOT READ,
REGORD FIRST'I'HIZEE ANSWERS]
[PROBE] Any other sources of information about a�ts and heritage programs?
1ST ZND 3RD
ANSWER ANSWER ANSWER
Brochure or other mailing
Word of Mouth- Friends
Word of Mouth- Famity
Business contact or coworker
Specific source
Other Publication [Specify]
Subscription --
Television sfory or commercial
Ciry of Dublin Market Research Public Survev
Radio Advertisement --------
Billboard or poster(outdoor/bus}------------
Telephone sales call --- -----
School Group
Church Group --- ----
Other Group [Specify] ------------
Other [Specify]-- ------ ,
Don't Know/Refused- ----------------------99
10. We're interested in learning about your likes and dislikes for different types of activities, independent of
what is actuaify offered in your area. Using a scale of 0 to 1Q,where 0 is stronqlY dislike and 10 is stronqlY '
fike, how much do you tike to attend 7 [READ AND ROTATE]
STRONGLY STRONGLY DK1
pISUKE 1�KE REF. �.
A. Live jazz performances--- 0-1 —2-3 —4--5--6---7--8--9--10 99 '
B. Live country or popular music concerts-- 0—1 -2--3 —4--5--6---7--B—9--10 99
C. Live classical music concerts such as '
a symphony or recital 0--1 ---2--3 —4-5—6—7 -8--9-10 99
D. Live concerts of folk, gospel or traditional '
music of any culfure 0— 1 -2—3 —4-5—6—7-8--9-10 99
E. Live opera performances 0-1 —2—3 —4-5—6--7---8—9-10 99
F. Musical theater performances such as
aBroadwayshow 0-1 -2-3 -4-5-6--7 -8--9-10 99
G. Stage plays (without music) 0— 1 -2-3 —4-5—6---7 --8--9 --10 99
H. Dance performances of any kind 0— 1 -2-3 —4--5--6-7 --8--9—10 99
I_ Children's theater or special
family programs — 0— 1 -2—3 —4--5— 6--7 -8—9,--1 D 99
11. Again,we're interested in (earning about your likes and dislikes for different types of activities, independent '
of what is actually affered in your area. Using � scale nf 0 to 1 D,where 0 is stronqlv dislike and 10 is
stronqfy IikP, how much do you like to attend_ _"1 [READ AND ROTAT'E,R.EPEAT SCALE AS
NECESSARZ�
STRONGLY STRONGLY �KI ,
DISLIKE UKE REf.
A. Science centers or technology museums 0—1 -2-3 —4-5—6—7 -8--9-10 99
B_ Natural history museums 0-- 1 ---2-3 —4--5—6--7 ---8-9--10 99
C. History museums -0-1 --2--3 —4--5—6--7 —8--9-10 99
D. Art fairs or fesfivals 0--1 —2--3 --4--5—6-7 —8—9 -10 99
E. Craft fairs, exhibits or festivals 0— 1 -2--3 —4-5—6—7-8--9-10 99 ,
F. Historic parks or monuments 0— 1 --2---3 --4-5—6--7 -8—9--10 99
G. Exhibifs af modern art af ar7 art museum
or gallery -----0-- 1 -2-3 --d--5---6-7 --8---9--10 99
H_ Exhibits of tradifional ar historical art at
an art museum or gallery 0-- 1 -2—3 —4---5--6—7 --8---9--10 99
I. Outdoor nature centers or zoos 0— 1 -2-3 --4--5---6---7 -8--9--10 99
J. Children's museums-- --0— 1 ---2--3 —4--5--6--7 --8---9—10 99
12. Other than arts and cultural activities, how do you spend your free time7 [QO NOT READ, RECORD FIRST
TWO RESPONSES]
A. Attend sporting events ------- --- -- �
B. Going out to dinner ________�_ _____- 2
C. Read books ar poetry for pleasure ---- — ------3
D. Visit an amusement or theme park --------- --- — -�4
E. Church or re(igious activities ---- -- � '�5
F. �xercise or play sports — 6
G. Do volunteer or charity work —'7
H. Home improvement acfivities ' -8
I. l'ake adult education classes '9
J. Watch an evening entertainment N show or a movie on the VCR ---- - ��
City uf Dublin Market Res•earch Public Survey
K. Go to the movies------- ------------------------- - 11
L. Other------------------_____—___�.�.__�._ __..-------�------__--___---------- 12
For your infom�ation, the Dublin Heritage Center is a City-owned histarical park which comprises Old St Raymond's
Church, the Old IUurray Schoolhouse and ihe Pioneer Gemetery.on C7onlon Way. it is open for pubfic visits and tours.
13, Before today, were you aware of the Dubiin I�teritage Center?
Yes----- -------- -- -- 1
N� ------------ 2
[VOLLJNTEEREUJ DK/Refused — 99
For your infiormation, the Dublin Fine Arts Foundation is a private non-profit foundation that supports the arts in Qublin
by placing public art and temporary exhibitions in the Civic Center ar�d other places in the community and arts projects in
fhe schools.
14. Before tociay,were you aware of the Dublin Fine Arts Foundafion?
Yes---- ----- — 1
No -----------2
No Opinion —3
[�'OLITNTEERED] Refused ----- ----- ---99
15. We would like to know yaur likelihood of at�ending some potential activities at the Dub[in Neritage Cenfer.
Using a scale where 1 i� Least Likely anc! S is Mast Likefy, how fikely would yau be to attend ?
[R07ATE�ft�ROUGH t_l51" �ELOV11, REP�AT 5CA?_E AS NECE55ARY]
LFAST Y05T D!K
1HTERESTED INTERESTED� REF
A. Local historical exhibits.............._.........._.....,....................._......1 ---?_ 3 4 --5 '� 99
B. Re-creation of an historic school room.....................................1 ---2--3- 4—5 99
C. Guided tours by interpreters in period dress............................1 --2---3---4 --5 99
D. Ghamber concerts or music recitals.........................................1 --2 3 4 ---5 99
E. Play readin95............................................................................'1 --'L--3----4--5 99
F. Lectures on historic topics........................................................1 --2---3 4----5 99
G. Art exhibifs................................................................................1 —2 3------4 —5 99
H. Historical reenactments..--•.......................................................1 ----2--3 4--5 99
I. Weddings and Special Evenfs..................................................1 ----2 3 4--5 99
J. Art classes................................................................................1 --2 3 4 ---5 99
16. The Dublin Heritage Center is open to the public Tuesday thraugh Thursday from 1PM to 4PM. We would
like to know if you would be more likeiy to visit the Heritage Center if the open hours were changed to
include evenings and weekends. Far each set of hours,tell me if you wauld be more likely, less Iikely, or
equally likeiy ta visit the t�enfer7
More Less Equally DKI
Like� Llkely LI, kelv Ref.
A. Weekday momings- -- — 1-----2------3 99
S. Weekdays in the aftemoon -- --------- —1------�--- --3 99
C. Weekday evenings_._.__ �..�—�._�.�__ 1-----------2---_-----3 99
D. Weekends during the moming---------------------- --1— 2-- —3 99
E. Weekends in fhe artemoon- --_ __.—_.___----------�__--------.2---------3 99
F. Weekend evenings ---__---------------------._____.-- I-- . Z__..._____`3 99
17. Some people have made the fol{owing statements. For each one 1 read,teU me if you strongly agree,
somewhat agre�, somewhat dis�gree, or strongly rlisagre�. [R07AT'� ORDER]
Strangfy Somewhat Somewhat 5trongty DKI
AGREE AGREE DISt1GREE OI5AGREE Ref.
A. Dublin schools should offer additional arts
education in the curriculum .......................................1 2-- 3 4 99
B. I would attend arts and cultural events more
often if they cost less.................................................1 2-- 3 4 99
Ciry of Dublin Market Research Public Survey
G. 1 would attend more cultural events if they tiv�re
available in Dublin ................................................... .1 -------2- -3----- 4 99 ,
D, Dublin's arts and cultural offerings are a saurce
of pride for our community ........................................1 -- 2- 3 —4 99
E. Dublin needs to have more cultural events far
my family to attend ...................................................i ---2-----3----------4 99
F. It is difficult to find out about arts and culture
in Dublin.....................................................................1 --2--- -- 3--- -4 99
G. Nobody realiy cares about the public art
inDubfin.....................................................................1 --- 2-- -3 4 99
H. The Civic Center is a great lacafion for
outdoor concerts........................................................1 2 --3 ---4 99
I. I wouid attend mare concerts if
they were held indoors ..............................................1 - 2_------3------4 99
J. Tfiere shou(d be more public art throughout
Dubiin such as on boulevards and parkways............1 — 2-----3---------4 99 '
K. There should be more pub[ic parEicipation in
choosing public art for Dublin....................................1 —2---3 ----4 99
L The City af Dublin should provide a more varied '
art and cultural experience........................................1 --------2—_��_� 3__,_y 4 99
18. Do you think a portion of the existing focal tax dollars should or should not be used to fund local ar�s and
cultural programs?
Should— --- - ----- - 1
Shouid nat— ----- 2
[VOI.UIv'TEERED] l�K/Refused --- —99
19. If you knew that these tax dollars far arts and cultural activities would be spent on
jREAD AND ROTATE EACFi]would you be more likefy, iess fikely, ar equally(ikefy to support the
expenditure7 [ROl`A7E ORl7ERJ
More Less Equaliy DKI
Likety Like Likelv Re{.
A. Children's art educafion in the schools - 1 2 --3 99
B. Children`s art education outside the schools 1 2 -3 99
C. Adult art education pro�rarns 1 2-------3 99
D. Community festivals and celebretior7s ---- 1 2 3 99
c. Public art -1 —2 ----3 99
F. Heritage and historical programming ------1— 2-----3 99
G. improving the tvluseum at the Dubfin Heritage Center----- 1 2 ----3 99
H. Concerts and other live performances --------------1 ---2------3 99
20, tf tax dol(ars were not available for arts and cultural acf.ivifies, F�ow shauld focal arts and culture be funded?
[ROTA7E OFZDER]
Yes No DKI
Ref.
A. Corporate danations- -- � — -2 99
S. Private donaiions and grants — - - ------ � — -2 g9
C. User fees------ ------------ -- 1 -- 2 99
21. Are you more likely, less likely, or equally likely to attend arts and cultural activities in the city of Dubfin
than other areas of the region?
rnnre likelv ----- '�
eguallv like� �- �2
less lik�_ � �� 3
[VOLUNI'EERED] DK/Refused 99
[g' 1 OR 3 PROCEED TO 22;IF 2 OR 99 SKIP TO QA.]
�ttv�� �<<o%iri,�laikrl!�e�c�Jo�c%: 1 ublic Sun�cy
_ . ' .__._ _.__ ____ �
��. wr�y �5 tn�t�% �r�c> �c��r �F=a� . �z�c:o�z� r-��z;�r�r�rc� �r�:3��_�r�s��,;
�h�,�� t���:���
--..------
C:tase i� �7ornc;__..___._____--_______._________..__.___..�
. „
ivea,°relafives _._._.__.._._.._......___..._ _....__.__.__._------.--..----f
r-�sy ��,yt� i,,--________..___.._____._�___..________..__---�a
Fas�of parking--------._.�______..�_____�.__-------4
Nearwork—.—.____._______._._..��_._�,_,_____5
Safe area------------- _____6
Locafion of activifies I'm interested in-----7
Near friends — _.._g
Near other activifies I like to do-�--- --9
Gaod resfaurants in area ----10
Other[SPECIF°Y1 _,_ ��
Quafity of the programs and exhibits ----- 12
(VOLLJNTEERED] DK/Refused — —___�----___gg
Less Likelv
Far from home -- ----- --.— 1
Unfamifiar with the area----------- _2
Hard to get fio-- _ __ - -------3
Diificulty of parking------ ---------4
Far frorri wark-_—_-------- —__________r_5
Ur7sr3fc�. area__._.-__.�__� _.__,---------6
('m riot interesied in acfivities locafed there---------7
F��r from friends------ -- -g
Far away from other activities I like to do -------9
No good resiaurants in area --- ---- 10 '
Ott-�er(SPECIFY]---------__._.___._.._.—________ ��
i�uality nf the programs and exhibits ------- 12
[VOLLTi�'TEERED] DK,�Refused— __— ,.___�g9
And finally,we'd tike a few facts about you, 7his information is strictiy confidential.
A. Are you: (READ]
Married or with a lifetime aartner— 4
Single/never married-- -- -----3
Divarced or separated ------- 2
Widowed ----------- 1
(VOT.Ll2�''TEERED] UK,�Refused --- ----99
B. Which of the following best describes yaur culfural or ethnic backgrou�7d? [READ]
NfidrJle Eastern extraction---------- ----8
.Aiaska Native------- -------�---------_----_------7
Asian/F'acific Islander-------------------------6
E�lack/African American--- ---------- �
Hisp�nic:/Latino origin--_________---.____.._-------4
Nihite, nof Hispaiiic�—__..___--_______..---------3
�rneri;an fndiar�/Native American--------- 2
Otf�er_.�__..�_.__�_______.___�__�_.- 1
[VOLU?�'T'LEREI�] I7'rC/Refused .----. ____._______---- 0
C. Altogefher, how many peopfe live fi your household; ir�cluc�ing yaurself, and ali other adults as weil as
childrer,? [READ]
��t�Z7TE W NU?vyBEk.,ASK QCj If more than one:-------- ----
[SKtf'TU Qll] Onelself only----------- — 1
[VpLUN'I`EE3tED) DK/Refused — — - 99
� 1 ul�li i�t.ri t�i�t rA � R� �
,,; �
-' f'��1�Irc S�lrvev
1`J. �:J1� t�Yr��e ;:it�tt+r T-�:�rr�lc'., f�:o�: rrt�s.t�,� ;:t�'�; c l�:l��;�r�', '��s�5; '� �
• .. ___ ..
�
i'�S'.T� J.IS;I.i 1`��.).�:(YY{?t�.� i.� i(l !�n-J( r .._._.._.. _._...____.__.._,..._.,____.___._
, i,- •S•7
• _____..
, ,, ; ..._..______..._.__...__.--.-_. _ ._.._..___...__.._._ .
. ._.._____.._
'�: 9:7 1�'r- ____.. .....__ ....__.__.
� _ _.�_.
�� � +i.,!...) ��vf_ii.(';�.11 i.i}� i!��{l1Sbl� ......"._,..._..__..._ ...._......_:.._...._.._._..._ ...._.___.C�C� .
E. 1lVfi�;a is tfif� ia�t i�vei r>f sc-fic>c,l }�:�� c�or.;pieted? [*�r:,�r:;j
1-liyf7 sc;hoo! yraclu:iie (or less)-__..____._----------6
'v'oct3tionai sr,hor>I af±e:!�hi��h srhoal --------------5
`��.�tn=:: ct,ilc�c;e . .............._._.____....._..__._.___..____.__-----�+
.
f��so�iia'tes �7��grc:� --------...__._��_____------------3
Ka�hefors Uegree_________�_�...�.�__.�_-----2
Posf graduate sfudy ------------- -1
[VOLiJN"I'EERED] DK/Refused --- ---------- -9g ,
F. Are you retired7
Yes _._M____, ___� �
No — — -2
[VOLiIN"I�;E3ZED] DKlRefuse� --------------- 99
G. What year were you born? [REGORD ANSWER�
Year ----------
(VOLCJNI'EER�D] DK1Refused — ----------- -------99
H, Stop me when I reach the category that includes your total annual household income. [READJ (Includes
employment and other sources of income, before Eaxes,for al( members of your housefiold)
Less than $15,000..............................................1
$15,000 to$24,999............................................2
$25,000 to $34,999............................................3
$35,000 to $49,999............................................4 I
$50,000 to$74,999.--�..............................�--....._.5 '�
$75,000 to $99,999 ...................................:...�---.6 ',
$100,000 to $149,999....................:...................7 ,
$150,000 or more...............................................8
[VOLtJNTEERED) DK/Refused......................................................99
I. What is your home ZIP Code?
J. (GENDER-BY OBSERVATiON ONLY] M810 -- — 1
Female 2
DK/Refused —99
K. Do you have any additional comments regarding arts and culture in Dublin? jRECORD VERBATUM
ANSWER]
Thank you very much for your coaperation.
Resp�ndent# Date: Phone#:
Time Started: Time Ended: Length of Interview:
fnterviewer: Supervisor/Editor:
Dublin Heritage & Cultural Arts Assessmenf
Veri�atim Responses
Question 9:
How are you most Iikeiy ta hear about arts and culture?
Responses other fhan lisfed choices
Word of mouth
word of mouth, from heritage commission Newspaper
hearsay...people talking in general newspaper(P) Tribune or the Chronicle
by mistake Tri-V�Iley newspaper- Herald
my wife newspaper
public interaction newspaper
newspaper
Banners or Pasters newspaper
posters in local stores Bay area parent
Hisforical marking, signs, or scenic route � The Tri-Valley Paper
signs newspapers
banners newspaper
street banners Newspaper
Advertisements in stores local ne�vspapers
Bulletins af my gym
roadside banners N. Radio
Lacal signs Public N
Banners on San Ramon Road KYCY aadio
Advertisement in a store window �/
Uiscovery Channe! 1
Through the communitylcivic center on the radio (P} on 93.3 or 97.3
At the community center maybe on channel 32
community center � Through my guitar lessons (c) my music
By observing the art at the Dublin Civic teacher tells me
Cenfer Las Positas College
the Civic Center flyer br�ought home from school(C)by child
by visifing fhe Civic Cenfer
City Hall for the lisfing Through schaal
they mail from the Civic Community Cenfer school from kids
buses
Through the recreation center
classes and stuffjc]aciult school that's taught Through attending events
at Shannon event� such as parades and Dublin Theatre
Dublin Recreational Services Center
The bulletin board outside Shannon Go to the �vent or source to find out.
Community Center, it is a handy location) Attending all the art exhibits you can fit in
Shannon Center Community BuNetin your nwn schedule time wise.
the recreation department with the classes by going to things
they offer at the Shannon Center Through the festivals
Handout from Shannon Center that gefs just visiting the place
mailed 4 fimes a year just by going to the museums
passing by.
Througf� the senior center going to point of interest in Dublin
At the senior cenfer
At my senior center At tf�e Heritage Center
Senior center tf�e heritage center
Senior cifizens bulletins, and flyers heritage center
AMS Planning &Research Page C- 1
May 2000
Dublirr h'e�rtay�? ?i� C;ulti.�r�l A;��s.�ss��ssrrrerit �
t��rrafrrn Respo%�5es
heritage center dfher
heritaqe center. I founded the �ine Arts Foundation of
heritage program Dublin.
phone book
Library Chamber of Commerce publication
library and start asking questions Telephone book
library � go to the Dublin City Council.
Library yeliow pages
library watch the city council rneetings
library anything that I pick up at the city council
local library* meefing
I'm also a Rotary Club member ,
Internet Dubfin Lions Club '
intemet �
intemet
Intemet
intemet
intemet
internet
,I�
AMS Planning&Research Page C-2
May 2000
Dublin Meritage & Cultural Arts Assessmenf
Verbatirn Responses
Question 21:
LESS/MORE LIKELY TO ATTEND EVENTS !N DUt3LIN, OTHER RESPONSES
21A. LESS LfKELY TO An'END CU�TURAL EVENTS (N l�UBLIN
I prefer to qo outside the city If it is something that i am interested in I wili
I (ike ta go elsewhere to do these activities. just go
San Ramon has a better record not enough activities happening...more in
Many of the things we do are outside the surrounding towns
area
everything seems to be somewhere else Not aware, not informed
not aware of activities offered in Dublin tend
Ifs not known for any of this stuff, you go to to go into the city to attend these things"
San Francisco not informed of when the evening events
more available in the cities (ike San are
Francisco We don't get the recreation guide, we're in
Don't think of Dublin as a place for arts and the new development in East Dublin
cuiture rrr�t aware of activities.
Dublin's not known as a cultural hotspot, I'd I would be more fikely to hear about it,
go to San Francisco or Oakland through the activity guide in the mail
I don't like Dub(in The people here are racist Because I don't he�r about it
I attend some in San Francisco ana some in tend not to know about that stuff here
Walnut Creek more so than in DubCin lack nf historical significance lack of
There is na atmosphere, it is not appeafing awareness
fike other cities in the area; there is too I don't knaw about them
much emphasis on building houses 1'm not aware
programs that I want are not in DubCin because I trave! a lot
more to do outside of Dubiin Does not matfer where it is
I usually travel outsid�the community for Have physical probiems thaf make it diffcult
my cultural activifies because there is very to get there
little here Husband has the car most of the fime
I prefer to go to Broadway iype shows and I just don't go out amongst these peopie, we
ballet and opera that are affered in San sit in at home
Francisco, these are not offered in Dubfin Pianning to rriove in a coupie of years so it
We are so ciose to ofher places fr�at have really doesn`t matter to me, I don't get
rnore to ofifer invalved in that
Dub(in is a small town and other towns like I think it's a waste of fime. 5ome of the art
Pleasanfon & Danville have nicer° you see these days isn't work seeing.
downtowns and activities Transpor�ation shauld be local since I'm 80
San Francisco of�ers much greater variety yrs old Time of performance - moming or
and quality aftemoon or evening
more available in other areas size of the facility
There are things that matcPi my interest in no interest in art acfivates
reasonable driving distance from Dublin don't have time
lack of a downtown area atrnosphere l�ot thafi interested so I won't travel that far.
Arts do noi come to mind wherr I think of they dan`t have any, I don't have children so
Dublin the activities far children
Better places close by i.e. San Francisco.
never really look for it here - I just go to fihe
city where they announce if mare
AMS Planning &Research Page C-3
May 2000
Dublin Heritage & Cultural Arts Assessmer,t
Verbafim Responses
21 B. MORE LIKELY 70 A7TEND EVENI" [N DUBLIN
Support the city, civic pride Gives people apportunity to know their
we suppart fhe city in which we live community and their neighbors
part of my local communify, I want to see The closeness of the community
Dublin grow near peopie you know. did not specify
I want to supp�rt my city friends and families
We should support our cities It's our tax the things that are displayed are more of a
dollars community thing
It's my city where I five and I want to I (ike Dublin
support that My children are here and it's more
To support my city, local support. education far them '
Part of our city, we'd want to support it Support things in Dubiin
! like to know of historic tt7ings of where I t'd like to support my own community
live. Nice to know the history and art of the
more affordable that the city 1 would imagine cammunity
and more community based, and would I live hereto support the City of Dublin
see people frorn the community !f it's put on by people in Dublin it should be
nice to be part of the cammunity to supported by people in Dublin
contribute to the growth Source of pnde
to support aur city I want to support Dubiin.
meet more people and create carnaraderie 1Ne're tired of being the poor-sister to San '
and more of a community sense in doing Ramon
things in your area Support the area
iike to support our own communify Bec�use we live here we should support our '
I love Uublin Dub(in is a family friend(y piace city, fhe �ctivities
support my own city. support your owr7 cornmunity
nice thing for Dublin, very good to get feeis good not to ga ta other cities to do
people involved something meaning culturai activities and
It's important to get Dubfin people interested festivais.
in Dub(in activities it wouid be a prid� af the town.
I like Dubiin like the city of Dublin and don't drive
to show supp�rt ta the city good thing to support community events
learning more about your a�rm camrriunity Support lacal community
iocal pride liKe to support Icc;a! activities
being loyal to Dubfir� I (ike the town
like to see ih� group in my cammunity ai Corr�rmunity pride.
fhese events and be�wifh thPm suppart loc�31 commur7ity
city pride Support city
convenient hope they get more activities
IYs where ! live Y��i� shouid suppart your city
I feel I should support t��ings in Dubfin f�ca(ity of activities important to me-Dublin
I like my carnmunity and i iike to see �vhat Like to suppo�f the rieighborhoad
other creafive minds are doing and are supports cdmmuni'ry
interested in. I live here, arld it's important for my kids to
Supporting my own city know whafs happening here rather than
Shouid support loca� arts what's out and ab�ut.
If all this is offered in town why go I fike Dublin
somewhere else, support for the suppart the community
community
civic pride
AMS Planning& Research Page C-4
May 2000
Dublin. Herifage � Cultural Arts Assess!nenf
Verbafim Responses
Convenience
more convenient
Less driving and less time to get to and
from.
convenient because this is where I live
do not fike travelling
Convenience
Available it's interesting
I know about them
Convenient
because it's loc��l
now I know about them, I'il go
time constraints convenience
I don't fike going to ather places at
nighttime. Time to get there.
fn a convenient location.
avaitability
AMS Planning &Research Page C-5
May 2000
Kev uestion 12
1 —Gardening
2— Sports
3 —Outdoors, Hiking,Fishing
4—Drive, Sightseei�ig ,
5 —Computer ',
6—Time with family or friends ',
7—Crafts or dancing
8 —Traveling or camping �
9— Going out
10—Playing or listening to music
11 —Shopping '�
12—Other
� Kev, uestion 22K
' 1 —More information is needeci�'more marketing I
2—Programs
3 —Funding, support
4—Facility .
5— Comments related to the City .
6—Heritage Center
� 7—Arts and Education
8—I would Iike to participate more in arts �uld culture
9—General comment on the research
10— Other
�Jil��dr' i�T%'!7r:�1(yt:' C�i �.LJIIci!`81,ii�C, �,..,.`iFSS/•!c'f7?
�'f';�c?t�11'i i��"�JU!"ISE'S
Question 12: Other Activities
a�
c� � c�
C O C
O d O
a � Q
� � �
` .� �
� � �o
� N �
Time With Famil 46
playing with my children, activifies with my children, hiking, going to the beach, being in the back yard ;
6� 1
Taking care of grandkids, read, fly flsh and pla uitar 6� 1 i 7
s end time with m fam�,_��c immediate family, childrenaerobic kick boxin ! 6� 2!
1 have three kids, The Iron Horse traii ' 6! 3�
famit activities, and com uter ! 6� �
Take care of m�husbandarts a�d crafts � � _ � __ � ' 6� 71
chasing m children, sewin _ _ ' 6� ��
going to different towns, visiting_�grandkids _ ___ ___ 6� $'
working an my sign language and spending time with m� son_ ____ 61 12.
family acfivities, visit relativesvisit lacal attractiens ______ __`_� ____ _ si 12!
famil stuff, like watching the kids Ip ay � � ' 6I
doing whatever n�y kids Iike doing�c�little leagu�, soccer , basketball, bowiing � I 6� '
visiting with friends � � 6� I
shutffing kids to sports acfivities, recreational activifies[cJ, swimming, baseball � 6
�
with my husband and children doing famil�things, or chasing them T__�_^ ' 6 i i
with kids ' 6�
visit friends and family T � � � � 61
spend time wifh friends and famil i ' 61
Dubfin High School Marching Band...he drives their equi�ment truck __ � 6 i
warking, raising m child I 61
I have 5 kids �i T ' 6
Visiting wifh friends _ �� 6�
friends and famil ! 6'
I spend time with my children i� _ _� _ ' 6�
Piaying with the kids -------- ---.----._�------- ' 6I
----- �
with m children (c) iri general_have_� ci_iildren__ ______ _ __ 6 '
_ _----.. —-___ �----
Children's school events _ ' 6�
--------._--------------..-------------_^.. __�--
with rn grandchildren 6 '
_----___—_._�.____�__-------...—_—_--�.-------------- — — I
Visit with famif I
----�------ --— _ _--- -- -- ----- —--—_ '
Spend time with in� k:ds '� 6��
- -- � ' __ .___.. __ _ _ __._ _ .__ _______ �_____--- ---
Vi/ith m�children _ __ _ � 61 I
_ ---- _ ._ __ --- ------------ - � 6 I �
going tc�pla yraunds with chifdren �_ _ _ _ _
_ _._ . _.__—_- - --- - ---- ----
famil�gatherings ! 6� �
� ____.____ _ __�__._-------__._- — ---—- ---- ---_. ____--.--— -
With wrfe arid friends ,_ � 6� ��
.—.__.__.-----_--------------- ---------------
With m kids _ ' 61 i
Excursiens�vifi� grandchiidren and other children !____ � _. _ ' 61 I
famif �_____._ ' 6� �,
various indoor/outdoor acfivities wiih whole family � ' �'� !
with famif � - __ � � �
Spend fime with the family. � _ i � � 6 �
we take our girls to arks and do things with the family. _ � 6
take care of famil � 6
with the kids out in the back or going fo parks. ^ I 6 �
han out with the famiiy �� I 6
family and children i 6 %
bein with m kids ____._ ' 6 �
AMS PLannirrg& Research
May 2000 Page C- 6
Dublin h'enfage & Culf«ral;1ris��sse�sme�n!
Verbatirn i;'esp�:n;�es
Question 12: Other A�tivities �� �� � �~
a�
c� � �
�n c cn
c o C
o a o
ci �n a
� � �
� � �
� .� �
� C 'D
T' N (h
watchin the kids I 6� I
Gardeniny {d3) � �J�J
__ ____.___�__._..______
I Iike Gardcns and I`m a fly-fisherrrian. 1 j 3%
__.___... ____ .� _ _ .�
hr�rdeninq, fishirr�_pla��ic,�ori the cornputer ir�v�.i � ,�r � .'_._f? ` .----- � ' � � 3� �� �
iki���q lacal i7afure trai�s with rn�� �li�idr n �.���c�±�c�r�ai clarn�< <� t� � ne rGr� u �r � ; �i
` � t�a GiK wi h 13 ���c,�7f,� cid ��,�q�tf rc ir�bo��__���: ?`;._.._.____.._ ._...____._._�____. - � �
� '� f r Y i r v n i i, 1 6, ,
�.�__1�__.____.�____.____ ,.�__
aroeninc� or drawiric� ! � I 7''�
_�.__ ___ __�__.____..__�. _.�._ -_. -----. ._____.�.�__�_
qardeninqerts and crafts ____. � ! 7 i '
___�_� __._ .__--- ----.._ __._.__ _`
_.._._
aardr;�ur�qsevvir��� �_ _ ' 1 i 7;
�._.—__._,._._._--- -------_�_____.________.._�.._.,.______.-----_.�_-----
boatin and can�ping _____-----__._____ ' 1 � 8�
ou'tduor recr�aEioniravel � � � �'�
�arderiinqtraveiiinq �. A ----��.—v��-_ � � ��
ard work, going to band rehearsals, readinq ___V_�__�__ � � I ��'�� �2
nark&shoppin with kids _____`_ �.__._.._..�_—._.__.__.______��.� ' 1 ; 11 I '
ardenin snop�inq --�____ __ ____.____.___--____. ' � ' 1� '
Gardeninq and shopping _ ; 1 � 1� �
Gardanin relaxin � v� � �� �2�
� ardenin , meditafin � i �I �21
Cam in with Bo scoutsAftending regular AA meetin s. I 1 121
Outdoor arks � �I �
ardenin ' �� �
arks � �
ardenin �'
ardenin ' �'
o to ardens. 1�
Gardenin � �� �
Gardenin I 1 I I
Goinq to arks I 1 I I
ardenin �� i
Go to the ark � �! '
eatin and workin , am a realtor and ou sell on ou s are time, also ardenin ' �� '
work in qarden, bab sit � �� i
the outdoors c , �ust beinq in the outdoors in the count ! �{ I
ardenin Goin to the mountains � �� I
Gardenin P I 11
ardenin � � � �
ardenin � �� �
ardenin �� �
ardenin � ��
ardenin I �I i
Goin to the mountains and outdoor stuff � �� � I
doin outdoor thin s I 1 I I
ardenin I �I I
ardenin � ��
eneral outdoor acfivities � 1
Travelin or cam in 37
travel,workin in our ard I 81 �I
travelin , outdoor oufin s � 8� 1
traveilin overseashikin � $� 3�
AMS PLanning&Research
May 2000 Pape C- 7
Dublin Heritage 8 Cc�ltur�/l�rts,���essrrtent
Verbatim Respo.nses
QuesEion 12. Ottter Ae�tivities
--�-----w--�--- ----_------.
�
� � a�
c o c
o a o
a � n.
� � a�
� .� �
N c �
T' N M
travellin , and fishin I 8� 31
Travellin Pfa in with com uter � $ �I
TravelEat ; 8 i 121
cam in � 81
Cam in Travellin ' 81
traveilin ! $I '
Travellin i 81 �
travellinq. I 8I I
travellin ! 8I I
cam in ! $I
visit laces in tha Bay area i 81 �
Travel I 81 '
travellin I 8 i i
cam in etc... ! $I
travei on da -tri s or for weekends to si ht-see or to visit eo le I 8I
short travel I 81 I
si htseein and oin to the ark with kids. I 8� I
travel , � g� �
travei c take cruise c to Hawaii, Euro e � 8� I
travellin � 8� �
travel I 8�
travellinq I 81
travellin ' 8�
take our do lacestravellin 8I �
travel I 8� �
si htseein � 8 i
Travel � 8� '
travellin � 8�
Da trips in the Ba area 8I I
travel I $I I
travellin � 8 I
campin � 8 �
outside acfivifies I 8� I
travel 8� I
Crafts 32
ainfin and qardenin I 7� 1 I
sewin and ardenin I 7� 1 I
carpent . Desert racin . � 7� 21
Needlecraft � 7� I
needlework 7� �
ceramics. I 7 i
sewin ( 7 '
uilfin art work/crafts ( 71 I
do crafts at home and/or take classes in same` 7 I i
crafts 7 I
kniffin , uiltin 71 I
instrucfional music � 7 �
acfin rifin � 71 I
art 7 �
AMS PLanning& Research
May 2000 Page C- 8
Dublin�lerRag� & Cultura!Arts t�s�essrrrerii � �
Ver�atim,`�es�ponses
Question 12; C�ther Activities �� n,
� � a�
N C tn
C O C
O C1. O
, a � n
� L �
� �
� r �
r � (7
S uare dancin Go to trade shows and seil at trade sho�vs ! 7( I
writinq bonks � 7I I
craftin sewin , uilfing � ' 71 I
Like to write, I la music in a band � 7� ��
arts and crafts 7�
count line dancin ' 7 '
sewin � � �� '' ��
_._.__ , �� ,
sewin� � _._... _ ' ,
Watercolours __._._. i ��
uilfing, cookin9_ _ w�_ ��- - _-___------- Y ---- ! 7' �'i
�arts anci crafts _ _�.�____.__� . � _ ' 71
o dancin�__.._ _� _. _.�__ -- � 7'
7i
dancinq — ,
crochet � 7�
knittin ' 7I
dancin ', 7� '
l read,write and act i 7� I
aintin I 71 I
wood workin ! 7� I
Com uter 74
intemet, music, with friends. Drivin about, lookin at nature. i 5� 10 4
Com uter ' �� I
on the com uter � 5 �
I'm �n the com uter � �I '
on the com uter ' �� '
Workin and com uters and readin �' �� �
Online desi ner en ineer ! �I I
technical art com s � 5I I
workin on m com uter I 5� i
erusin the Web ; 51 i
creative thin s on com uter � ��
on the com uier ' �� '
com uter ames and research 1 �I I
com uter activities � �
com uters � �I
S otts 13 �
Outdoors P dirt bike ridin , snow skiin ,waterskiin , tennis, hikin , cam in � 2 1 �
M�torcvcle racin ,fishin and other outdoor acfivities I 21 3I 1
pra racin , bowlin ,dancin P movies ' 2� 7�
teach and pracfice self defenseteach and practice reike,which is a healing art, hands on, healing art i
asses ener onto eo le needin �t � 2 12
Attendin s orfin events for adults as weil as children � 2�
ciin I �1
I rolferblade I 2�
Auto racin on N and attend racin events at tracks and be outdoars � 2I
� 21 I
woricin out . I 21 I
watchinq s orts i z1 I
o� I 21 I
watch kids s orts.watch m kid's s orts.
AMS PLanning 8 Research ' Page C-9
May 2000
Dublin Heritage & Cultura!Arts Assessment
Ver6afim Responses
Question 12: Other Activities
a�
��i7 C v7
C O C
O d O
n. � a
ai � a�i
� � `
� c �o
� N �
Pla in 1(istenin to music 10
I'm a musician, I la musicl take care of m dau hter � 10� 6
listen to music � ��� �
concerts ', 101
Music-1 pla and Iisten I 10�
doin music P iano ' ��� i
fa in musicoutdo�r recreation in eneral ' 10� ;
I make music { 10 '
direct in small choral rou la iano � ��� I
Listenin to music ! 10I �
listen to music and la music. ! ��I �
Outdoors 9
hikinqbikin �� 3� 21
famil nature walks i 3� 61
Fishin I 3I !
Fishin ' 3� �
Goin for walks I 31 I
walkin ,visifin di{ferent areas and differentthinqs � I 3� !,
hikin and fishin � 3 �
Fishinq ' 31
fishin ' 31
Drivelsi hfsee 8
Hikin Skiin I 4� 2�
Motor c cles or takin care of randkids ; 4� 6�
cam lfishtravel C si htseeinq in Calif. � 4� 81
0 out and drive I 4I I
Ride motor bike 4I �
qo for drives. ' 4�
ridin motorc cle ' 4�
on m motorc cle ' 4�
Sho in 4
Sho in and com uterscam uters I ��I 51
sho � 11 I I
sho in � 11 I
sho in � 11I I
Goin out 2
0 out and see comed I 9 I
stud in with school, o to the bar, dancin � 9� �
Other 40
com osin music and deskto ublishin of that music ardenin I �21 �I
woricin on cars, leamin about hi h technolo stuff � 12 51
Work on m educationS end fime with famil . � �2 61
attend the Seniors CentreWestern Line Dancin � 12 7
Activifies at the senior centretake sho�t tri s � 12 8
Pla in refaxin . Pla in ... la in music 12 10
I work in the area of waste dis osal... 12
in to take art in as man of these ro rams as ossible I 12I I
Write books I 12
Teachin Dance I '12I I
AMS PLanning &Research Pa.qe C- 10
May 2000
Dublin Herifage & C;u(tur.�3!/irf�Assessn�enf
Verf�afhn F�esponses
�- -- --_ _ .,.._..�,._.......,... _ ____ _..
Question 1z; OtherActivities �,
(ll N Ill
C O C
o a o
n � a
ai � a>
� � �
� C �
r N M
warkin and doin thin s at home i 12� �
efhnicfoods � �21 �
work around the house � 121 I
crossword uzzles ' 12� � !
Dance � 12 � I
watchin N � �2 �
ordinaril do not do much outside of home cP ' �2�
no free time � �2� '�
Takin care of m doqs i 12 �
fibra acfivities �' �2� �
oin to the beach ! 12I I
Lions club-civic involvement � ��1 '
Govemment related � 12� �
I'm a member of the Eastem Stars I �2 I I
workinq on m own eneolo . � �21 �
la in bin o ' �2I i
Go to do shows I 12 I
' cleanin the house I 12I i ,
winetastin ! 12� I
Workin j 12� I
rock huntin lookin for old ar�ifacts ' �21
la brid e and seniors events � �2� '
social atherin s �2� �
work and school ' 121 I
Don't have an free fime ' 12� � '
i wark I 121 I ,
animal rescue rou s ! 12� I ,
a , clubs, work � 12� � ,
senior's meetinqs � 121 �
sta at home ' �2� �
local festivals ! �21
AMS PLanning &Research Page C- 11
May 2000
Du6fin Heritage Cultural Arts Assessment
Verbatim Responses
Question 22K: Other comments at this time �, r�
v�i c v�i d
c o c
O CS. ^ �
Q N
� �
� '� �
� � N � �
� � �f
1 -More information is neededlrtiore marketing
!just believe that we need more arts and culture, to rnake it more arcessibie rather than a banner on San 1 2 ; �
�amone Blvd. That's the only way we get info on these things. I"d like to get more info on these things so I ; �
:ould get more involved.------------------------------------------------------------------------------------------------�-------�-------�---
Just that if they had a better way of communicafing thin�s and more variet�. [p� ___ � � ' 2_..4..__.__
-- -------------------------------- --------------------------- -------------------- -- - -- -------------------------._�_..----�-•--
The city could do more to promote it. San Ramon does more. They need a meeting place far local artists 1 ; 4 ;
3nd the�need a place for exhibits: � _ . _ _. _
----------------------------------------•--------------------------------•----- -�--- .. ._
"d like to know more about whaYs going on. And also I's neat to know that the Heritage Center is owned by ; 1 6 :
'he city and is open to the pubfic. 1 aiwa�s felt I was trespassing when I walked around it. _____________________________ ___�__.___
:he pub(icity for them should be better as far as ne�:�spaper, 1 c�et rrrv intormation fron'�the newspaper, since � 1 7 �
Ys a real strong school age population somehaw enfistiny support frorn the �choofs, interest the kids and
:hey drag fheir parents--------------------------------------------------------------------------------------------------�-------�-------�-------
I would Iike to see more information and advertisin�about the activifies. � 1 __;_ '
---------------------------------------------------------- ----------------------------------------------------------------;----- ------�---• -
4dvertise it more and make it more available � � '
---------------------------------------------------------------------------------------------------------------------------�---�---;-------;---- -
� am unaware of what is going �n in this area. I didn't know they had an arts centre.They need to have more; 1 ,
nfo on this for example a city wide mail out or_something. I fove living in Dublin iYs a great town and I am
�app�to be a_resident here;--- ---------------------------------------------------------------------------------- - - -- ----- ----
-- ------- ---- ------ •- - - �- -- -
just didn't know there was much there � � �
•, , ,
,
---------------------------------------------------------------------------------------------------------------------------�-------•-------;-------
, . ,
fike to hear more through maifings and ads abaut the arts in the city. � ' '
--------------------------------------------------------------------------------------------------------------------=------1-------�-------�.__....
need to be more aware of whaYs going on, brochures need to be more eye catching ' � : �
---------------------------------------------------------------------------------------...---------------------------------:------., .... ----
think they should do more PR on it because 1 wasn't aware some of these things were happening in the 1 ' �
=��=-----------------------------------------------------------------------------------------------------------------------=-------�-------�-------
think we need to have a better way of conveying what's currently going on,whether it's in the newspaper � 1
�r radio.Some media exposure as well as a flyer. Goncerts last summer were very good . We went to a few;
3nd theY were a ver�good thing-----------------------------------------------------------------------------------•---�-------%------ -----
would go to more things if I knew about them, I didn't even know about the Civic Center or Heritage 1
:,enter, I iike getting the acfivitY guide that comes,that is the only waY 1 find out about things _ __ __________ ____�.___.._�__._ ,
would like to be able to receive more informatian on availability of music programs and different festivais 1
�nd craft fairs ---•------------------------------ � ; ,
_ ----------------------------------------- ---,---�---,-------�----
--------------------------------------------
would like to be sent more information � �
-------------------------------------------------------------------•-----•----------------------------------------------•----•--•--•---------
would like to see more advertisements. __________________________�___:.______:_____._
---------------•------------------------------------------------------------------------------------- �
'd like to see more information given to the residents of Dublin. I only see two or three informational
�anners a year. I wouid like to see 12 informafianal banners a year so I cauld attend an event at least ance ;
3 month_ A bigger, more descriptive sign on Dubiin Boulevard. IYs at the side of the road and difficult to see.: _ ________ _____
t wouid be nice to have them and to be more aware of them ___ _. __._ _ _. �__ __ ----.
---------------------------------- ------- ----- - -----•
-----•------------------------------------------------------- �� '
've seen them make some improvements, getting the word out either a poster or the activity guide,we just � 1
, , �
�eed to get pounded with the information ' � �
--------------------------•---------------------
-------------------------------------------------------------------------------�---�-------�-------
�lake it easier to find out what is going on. _____________________________________________________ ._..
------------------------------------------------------------------------------------
�fore advertising, I've seen the newspaper ads and flyers but I wish they'd make a bigger deal of it on visuai ; 1
�vel. One of those marquees at the Civic Center, not a tacky one but at that location because it's pretty
----------------------------------•-------------------=------•-------------------------------------f---�---f-------�-
�usy------------------- ----
nore pubiicity...disseminate, hand out more info (flyers)about arts and programs...San Ramone �
�alley...use the banner s ace. ri ht now it shows bad stuff � ' ---:-------
ieed to be informed more-------9-----------------------------------"" ...--------------------..._..---------------- - � - ---- ;-----
_.
----------------------------------------------------------------------------- , � ,
�o I guess !would just like to know more � � � ---• �
-----------------------------------------�------•�- i
---------------------------•-------------------------------------------------------------- , 1 ,
�onel didn't know anY of these.places were here�-----•---------------------------------------------------------------------�--...._�-•-•-- �
Jot enough advertising, unaware of activities going on.They should take a different approach as far as 1 :
�dvertising. � �
---------------------------------•---------...----------•---.....---------------------------------•---
...----•--�-------�----•
AMS PLanning& Research Paqe C- 12
May 2000
:i!If7�1(1 fl��,'Cli�.l!ft; �i;;�Uf:3�r��;"tS.�,.`;Si;��l7lf?i'%`
, .
�b�?,'f..��,'ilil i'�`;S:?C7;)S�':i
__.___. ........---,._....�.._..�............�.._............_._.._,......_._..._.._.,,.._... ...._..._.,._.�...._..._�._.._�_..��---.�..__.----... . . ..... ....
-�-
i
They should have more infc�rrnatiun abnui the dCGVltl25 !I'I UUblir� cm th� ir�ke,ne't, such as web paqes. __,t-_---_-t-_�----�---_�-�;
i�he �shuulcf ut mar� e���phasi� r�n aizs ar7r� �ulf�i�, 1�e� nee�! t,eti�r ,rnmofian � � '
) p ° ' ...._�_�__,.__,....._ _._...._._.�_...------�.............. _. . �- --•-- ---- -
�
_.... k' -,-
.---._.�. ,_.__. ._�_._..._._---. _.._.�_..._._._ _._ .�. ;.
^Je are nof aware �f the activities at the communiry centerW..l ha�_�e been f,o a class onr,e at the center. _; : : _
----�----...�_.._ ._i
Ne don�t get enough infoimatior� on it._.._._.._____.._.. _ _ -------•---•- -.•.�.�...�-•-----�------
.................................�.- , .
- - - - - ------ �
Nhen outdoor evening concert days were changed { didn'f pay attention to if they were on a better night for ; �
ne. The Guide gives a lot of info in advance and its hard to keep ±t where it's always availabie and when the i �i
(ou�gotta�let peop(e k ow abaut it better; You gotta have!a co�s stren schedu e�C vi Cien erS stn ce but fhe� � : �
--------- ------ -.-------_...___�..____._..___.___..____---
�
� - Programs �
t appears that everyfhing we do is St. Patrick"s Day-or Irish. IYs time to explore other cultures:African, ; 2 ; 1
�ther westem cultures,Asian. Advertise more-banners with visibility, more banners. Ads in local
�ewspaper, Local schools have flyers to briny home,web site ta inform everything abaut the city with
�pcoming events of all kinds---------------------------------------------------------------------------------------------------�-------�•-----
f ou want to et it started then ut on a good show and don't put the burden the tax a ers 2 ; 3 �
; ,
-y------------g-------------------p------------- ------------------------------------------P------------------------- --2 -3•- -----
ust that I think that they should have more but I dan't think that it should be taken out of the tax dollars ; ; � _ _ ,
----•-------�-------�---- -
_ooking fonvard to it improving, it would be nice since the city is growing for arts to grow as weil, Bard is � 2 ; 3 ; ,
iearby and a lot of people would come in for that,we have enough money for centers and sfuffi we sh�uld ;
�ave money for the arts, we don't have anything on in this area people are tired of driving,think of the
�eople in Trace�and surrounding areas----------------------------------------------------------------------=-------�-------�-------�------
This is a great idea, have more of it is great for the community, look towards Danville and Walnut Creek as � 2 ; 4 �
:xamples of arts and culture being brought into the community, use the Civic Center for indoor activities,
�ave an indoor facility for concerts, it would be great, perhaps with the city of Almeda or other cities in the
egion they could combine their resources for an indoor art theatre space. One location, look towards the
�egional Centre for the Arts in Walnut Creek for an example. __ _ ____________________________________________________________�-------
---------------------------------------------------------------------- , ,
' The should have more thin s available for seniors like entertainment and cultural activities. � 2 � �
_Y_ g ---------•---------------------------------------------t-------;-------t-------
3eneraliy I like it and the more activiEies available to peaple _________________________________ ' 2
. ,
--------- --•---------------------------------------------- --- ----------------------- ---;---2--.-------�-------
-lave some reall�high qualit�r shows rather than lots_of inediocre performances _^_____ _____________ _______________________
------------------ , '
. ;
appreciate the jazzercise at the Shannon Communit�Center _ ________________ _______
•----------- - ----------------•---------- ---------------- , ;
go to Livermore or Walnut Creek. I attend the Dublin Festavials. There aren't that many things that I am � 2 �
�terested in.The Dubfin Theater Company closed and I had Season Tickets!!! _______________________________i____.__f__.._._;___.__
haven't really heard very much about it. If there were more concerts for Black people, more events of that ; 2 ;
, , ,
:ind. --- --- ---------------------------•-----------------------�--- ---�-------�-------
------------------------------------------------------------ - ----- , 2 , ,
hope that theY do the outdoor concerts in the summer for ALL a�e groups ____ __________________________�_;..____.:_._____�____---
'ust think it is reat that the do some for arts and culture and the should do as much or more 2 __;_ �
�---------------g-------------y �------------------------- --------------------�----- ------;-----
_.
- -------------------- ------------- -------
fove photography. I would love to take an oil painting ciass, I would love to take an acting class. If I were ; 2 ; ,
�vailable to get with these things:I would do m�re of these things: _ __ .__.__^__ _ ___________________________________________ ____
really hadn't given it that much thought, I used to go into the city, I enjoy classical music and 'rf there were ; 2 ;
.�mething here I would go, I do not like going to the city much anymore so if there was something here I
rould go. I do like history, especially local history, I go the cemetery about 3 times a year fo look around at �
, , ,
�e markers. - --------------- ----------------------------------------------------2--�-------�-------
-------------------------------------------------------- - - . ,
really think we need more of it, the arts, and culture Qrograms etc. ___ _______________�__.__.______.__.___._:__.----:•-----•:-----
�---------------------------------------------- ---- ------ - , --
seem to pick up from fhis there were many questions about the art. My mterest is in mstrumental, piano : 2 ;
�nd choral - -- ----- - ------- --- -- --- . ..---------------------;_....--r-------;-------
- --- - . . _..- - --
------------------------------------------------------------ - 2 ,
think art is great but the stuff the�put out isn't worth it. I wouldn't even look at the stuff. ; _,._.., _____.� _ _
---------------------------------•---------- --
- - - - -----------------------•- ' ,
think iYs a good idea. I see more involvement. I (ike the St. Pafrick's Day celebration growing and growing ; 2 ; �
�:wareness in communih!• -----------------------•----------;--- --- ---- ;------
- �- --
�------------------------- ------------------------------------------------------------- �
think it's a good thin the are m to develo this and f hope the do more � ' '
-----X-- --�------;--------------------------------�•-----•;-------�-------
------------------------�----�'-----�'---�-----------p----------------- �
think that this year's St. Patrick's Day Fair was the best we've had so far and I d like to see more � 2 ;
, ,
. , �
�evelopment in that area (St. Patrick's Da� Festival and otherfestivals and fairs in general). _ _________________________�_.__._
---------------------------------------------- -----------------------------•---------
AMS PLanning&Research Paae C- 13
MaV 2000
!?uf.�;ir; Ne�rtag�; Culiura;Arts;sst;ss,;�e;;f
Vert�atim f-2espvnses
_________________________________________....___----._.----__._.__.._.._______._..._._.._----...--------..._...._...._._----•-------,-------,-. ...
think the city should have a small wall for people to pair7t legaliy anywhere sn people in general couid paint; 2 ;
reel and that would stop vandalisrn
----�----------------------------------------------------------------------------------•-------------------------••-------�----•--;----•�-�-------
think there should be more plays and theatrical productions, I'm not very big on public art or art being j 2 ,
;aught in schools in place oT academics � � �
, , ,
think the should have more festivals= I th+nk those are fun _ ' _2 . ; _ _, _
- -- -----Y-------------------------------- ----------------------------•-----�---------•--- ------•--- ' .. :-
- - - -- -�- -- - -� _
was looking for a class, but there was only one applicant, water colors. They canceUed the ciass. Not even ; 2
or children, the�don'i have much paintin� ciasses_ ______ ________i. � !
----------------- ----------------------------- P � - - ---------_----•---------------------..------- T f i-----f-- _ .
would be supportive if cultural programs ex anded �p) _______ ________ __ ___ ___?__ _ �
- - -- -- - --------- ------ --------- - - - ----� -- -
2 -
wauld like to see more productions being offered in our �wn city._communit�theater would be a nice plus. ; ; I
--------------�------------ --------�___..___..._-_-__------------ ----•• ------•;-------,---- - ;- -
would love a Bluegrass concert, Ga1un conceri _ _ . ,_._,__ 2 _ _ �I
....___----.�.._---_�__._-_---°---------- -...__ .._�..__�.-------------�....--------------------------__.__- - --;---�._t-------,-
'd like to see more diversitv �n tt�e rypes of cultural eveynts in arts. Especially more jazz_things. Ar1 classes '
jnd things for both aduits and chiiciren. ; ; ; _I
_ .�_... ...___....� ..__�__�........__.._..._.._..���_....----•- -------..--------------- --- ----•-- -•
__._ '� ' '� r'
. _ . '� I
'd like to see rn�re I�cal theater t�pe thinc�s ar�� more (ocal,'r7eritage ar�d historY�nd sci2nce type things;na ; ; ; �
f would be r�ice if they hac� a play erisP�nh�ie in UuhCin. � �
, ,
t:d be nice�if�vP�co s_ee�more_er�und zspc�ci�!�Y.vvr�en�I�r�firF;ant± �.have rnore tirr�e------------------- ---------?---2---�-------�--- - �,,
viore tnin s ar�s ar d c ul�ur�.� c.loser to ihe West Fnci C ------- --- - --- --- --- ---------------------------•---;: 2 � , ----
_.._.�________________�___ _..w-----------` ' �'
----_.__g__- - --t--�- - - - - - - ------'
nore variei�, r'or F�dult�s in the eve�ing sametning differeni ; 2 � ;
- __----_.._� _._.__.._.._____.__._____._----—---- -----------•------...___.._.,,._-—----------____..------------------- - - - ----•—-
Jlost of the stuff they've had lately I wnuldn'i pay to ga see, some of the talent that they`ve had the St. 2_ : !
'atrick's t�ay thing where valume seerned io be #t�e biggest talent. I'd like some pr�grams which ihey had a; '
ew�ears ago. f en�o�ed the Jazz singing, band and dancing: ____ _ _ ______________ � ; � I
--------- _•-----f-------T-------�-- --�-�
�Io just that we like tn see more - ---------------------------- -�_ � ' ' '
--------------..--------------------------�--_..----___.--------.._____..�._.._._._-----.___ _ ------�-------�--- -
ioThis year's St. Patricks Fesfival was one of±he best. _._.___, __?_ � '
--------------------------------------------------------_.________.----___..__-_----------.__-----------------•----- --•-------�-------
Jo, do ou know of an educatian that wauld hel us leam more7 � z � � I
-------y----------------�'_______--------------__.___.�___.__.__.___..-----__--------•--------------- -.._._.._---------- -------�-------:------.i
�o, i just wish we had mare, because theY are alwa�s fun to go to ______ _________ _________________ _______f__2___i.______;____, _I
�ot large enough_to supQort all the arts and culfure, town size:but try and bring some culture t�ever�one_ : ; �
--------------�-----•-i
'eople shauld take more interest in it and help sur�port it ar?d tha Hispai�ic art should 'oe expiaited as much ; 2 ' �
, ,
�s pass`rbt�� ' ' ------�-.•- -�
_..._..._.------__._..........---__....__.�...____-—__.___._......--------------
.._----__----------_.....----------------------------�_....._��
f�e �:xhihits are pickUd ��y a committe� ar�d they should he picked by the yenerai public...some art exhibits, ; 2 ; ;
like some of the exhibits, some f don't understand. ' ' � I
---------------------------------------------------------------------------------------------------•-------------_..------•�----- ------ ---- -
nere should be more locally. Usualiy for the Arts yau have to travel to San Francisc:o, or Oakfand. More 2 '
�cal arts I woufd definately attend. Weweni to the Van Goghs in the city, I wish fhey had something locally. ;
airead said that. �
--------�-------------------------------------------------------------------------------•------------------�--------------�------.�.------�-------
-hey should have more acfivities for young people... they should have more acfivities for young people..they; 2 ;
;hould also have more activifies for seni�rs...They should have more activites for young people..things like ;
iancing where they can go and have a good time. It would aiso be nice if they had more acfivities for
:eniors to get together and sociafize... � �
. , ,
•--------------------------------------------------------------------------------------------------------•-----......------1-------t-------;---. .
-hey should have more stuff, more in Dubiin � 2
"hey should start a book ciub -----------------------------------------•---------------------------------------------�-- ? -�-.._.--'-__.
�--- ------------------------------- - ' ' ----------------�---2---•-------'---- .
ve d o n't have en ou g h------------------------------------------------------ --- ----------------------------
_ -----------•-------�-----•------
�re like to see more, we'd fike to see a variet�of a nice diversity of different ethnic backgrounds 2 � '
-------------------------------------------------- ---------------------------------•-----------•---
Ve need a lot more
, , �
"""�'_""""""'��'�"'."'�"�'....'�"'...�."�""....""""'�'�.."""'.�'_""""�"'�""""�"""""""1"""':"""'.l."""'
Ve need more arts and culture and I do not mean the raffifi on the freewa .. ; 2 __' '
----------------------Y...------------------ '
. __.
-------------------------------------------------------------- ----------------,---2 �-------�--
Ve've been around Dubiin s�lang. I en'oy the St Patrick's Da and Pasta Festivals. ' ' '
Vhat we have seen we_have enjo�ied --�-------------------------X ------------------------------------------•------ --2--- ---- -----
�-FundinglSupport
think it wi11 be supPorted without the need of tax dollars'rf the infoRnation is gotten to the public. ; 3 � 1 � _
-------•------------ ----------------------------------------------------------•--------------- ------------------------- ' ;--4
-- �-------;------- -
;ollect more taxes to spend more on it, also get schools more involved, catch up with other cities,other ; 3 2
ities have more acfivities, need to have a town center. � _.�___ _ __..
---------------------------------•---------------------------------------------------------------...----------------------�-----
believe that tf�e way we are expanding we should have more tax dollars, and we should be spending them ; 3 ; 2 ;
�is way Refetring to more live concerts and shows of a large scale, so we would need a facility to put them;
�, so we need a new theater ' � �
-------------------------------------------------------------------•-------------------------..........----......_.
AMS PLannrng & Research
May 2000 Paae C- 14
Dublin Heritage Cultura!Arts Assessmenf '
Verbafim Responses ,
------------------------------------------------------------------------------------•----------------------------------•---••-----•.-------•------ I
'm glad that they're doing this survey. It would be nice if more people wanted to serve on fhe committee. 1 ; 3 : 10 :
jon't think that city tax money should go for school pr��rams___ ___ _______________________________________________ _____t...__..i____.
�rts and cuiture in Dublin is very important. However, the funding they get was supposed to go to the ; 3 ;
:hildren and their activities instead. ................ _._______ � � '
".�.��...���..�.�.._.�..����`���_...���.����..._'.���..�......�.�.��.�.....��_'���...�..�����.� ...�� .l._..���;..�.�'.�..����
_don t think the arts shouid_be publiclY funded_ ____ __________ _ _______________ ' _ ....__,.______
_ _ . -----------------------------------------' , ,
don't want any of our tax dollars from the city going to the schools to support arts and cuiture. They should ; 3
�tay away from the schools.We have a ma�or who sticks his nose where it doesn.t belong_ ____ _____ _______;_....__;____.__;_______
wouid say that it is basicaliy okay the way it is and doesn't need a iot of attention other than what it is 3 !
�etting now, also say rather see mone�spent on landscaping _ ___ __ ___.__ ' _________ ____ '
--------- ---------------•------�----- -�- --
t'd be nice if more people were interested. I don't see the interest coming forth. I don't think they should ; 3 ; ,
�ave fo tax us, it should be funded with grants. That's why they need more people interested. Yes,funded ; �,
vith �rants, and fundraisin�-------------•-------------------------------•----------------------------------------------i----- � � -
--�-------�---- -- I
lust more money for cuitural programs and less for public arts displays, more interested in activifies and ; 3 ; ,
�vents and sculptures and modern art ' � � ,
-----------------------------------•-•----._.__._.._...-•---------------------------•-------�-------�-------
;tay out of the taxpayer's pocket � 3 '
3-Facifity
nstead of making all these new people soft buildings, corporations that are out there, I'd like to see ; 4 ;
.omething dedicated to theater arts:In comparison to the Concord Pavilfion, ___ __ __ _____ ________________�__.___.;______ ____
3ince we`re growing it would be wonderful if they would take a little bit of their land and money and see a ; 4 � �I
fneater Arts Center where we could have live indoor plays ancJ theater and get a little bit of indoor concerts. � I
�ur highschool room is just not adequate, I really think it would be a jewel. I think a lot of people would
3gree with me. ; --4--; ----- ----
----------------------------------------------------------------------------------------------------------------------------- - - '
T'here should be more of it, instead of building fast foad chains they should have more things that people I,
_ould attend like a Community Center ar theatre ----------------- --------------------------------------------------�----•--;-------�------- '
�hey need a stadium for live shows..maybe a skate park..if Duhlin wants to ,yet young people involved they ; 4 ;
ieed acfivites that young people wili like..
>-Comments related to the city
5 1
=verybody here needs to help bring all of the reputafion of Dubiin, it has a terrible reputation with ofher cities;
iround it, if arts and culture helps 1 would be in favour to help it, rrst af all we need to educate the people
hat we are not less fhat other areas, I don't like what people say about Dublin,we should all work to make ;
hat better, maybe what this industry might help that. We need to pubficize more what we have, not a good;
,icture here, other cities don't like that we are growing and they are not, they don't like growth, but i think it �
�wonderful, get the transportafion solved somewhat. ' ' �
� �����.���.�f�������
.��������.������.����� �����.��.��������.��������������������..����������.�������.��������
don't think ever�citx can have a great art and culture centre, I don t think eve ci needs it. 5 ' ;
------------------ ---- ----------------------------------------------------�- ----------'-x--�-'---------------------------�-------�---------------
only would really support it ff it makes the city look prettier and if it helped property values, I would support : 5 �
:to the extent that it hefps the appearance and attracts people to live here _____ ______________________________________________�-----
think Dublin is a great city to live in. i've lived here for 12 years and I'd recommend it to anybody.They do ; 5 ;
� great job of putfing on things and in some�espects we're the envy of towns_around us. _____________________________�______.�_____
think for the size of the community we have,the city has done a pretty job for getting art into the 5 ;
ommunity-----------------------------------------------------------------------------------•---------------------------�-------�-------�-------
think it�s an important development for Dublin's growth _ ___________ ___ _ __ ________________________________�___�.__�_______�_.__. ,
think you're covering a lot that could be available. We've lived here 30 yrs and like it a lot. My only concern ; 5 ;
y there is some serious thought in updating the old Dublin. We're getfing vacant lots off Village Parkway
nd things are getting rundown.7here needs to be real emphasis r�n that_ ______ ____________________________________�____.
--
_ ---------- 5
m totally amazed that coming into this community in 76, there was nothing.They offered soccer to giris,
,nd broadened our spectrum. Now it's starfing to come into its r�wn and really becoming a town.This guy
louston and with the backing and people he's had, he's trying to make it a city and more than that. I'm �
ehind it.100 percent_Things are trying_to change and I support that. I_think it's wonder fuL __ ________________�_______�.__
AMS PLanning&Research Page C- 15
May 2000
Dublin Herifage Cuttura!Arts Assessment
Verbatim Responses
-----------------------------------------------------------------------------------------------------------------------------------•--•------- - -
n being the long time native of Dubfin far going on 34 yea*s, and seeing the city change dramatically I 5 ; ,!
�elieve the people that are making the request that the heritage, the art are short time natives and not long ; i
:ime and don't realiy know the history of dubfin. 7hey`re new ta the area and trying to make change, and �
fiat goes at the school levet and info the community----------------------------------------------------------------:-------:--•-•--��- --�
�ot rea(ly. I am happy with this new lmax theatre going in in east Dublin, and the whole complex with 20 5 ;
�dditionai theatres. 1 like fiving in Dublin, I've lived here for years arrd the mayor is a progressive mayor, 1
ike the way the city is upgrading its image. It's gradualiy going to get more like its neighbors, Pleasanton
3nd San Ramone. ' � �
'""""��'�"""'_"�""`_""�'�""'�`_�"�"_�"'...�..�..���`_"�`�..����"����"���..�"'�"'��"�"��."'�'_'�'."'��7��"�.'f.""'.�"'__"
�othing Dubfin just doesn't have a city presence like other cifies around. It would be nice if Dublin 5 ; i
3estheticaliy could get it togefher and then the arts would fallow. _______________________ ___ ___�__._____._____:_.._.__c_.___._:._. ._�
fhe more Dublin has to nffer the better everyone wili be, so ! sa� go for it_ ___ ___ __________ __________________;___.__.;,_. __
5 ,
--- ------- ----•---------------------•---------------- - - -
fhere is a feeling that they have to copy cat what Plesanton does with fesitvals, concerts. Efforts should be � 5 ;
�sed elsewhere. 7he�just started to help the schools get it together. _ _____________________________T--.--•-�•_- .
------------------- 5 ; �
rhey don't have good culture in Dublin. The mayor is racist. _ _��
i- Heritage Center
am realiy f�nd of the Heritage Genter, those old buildings, they should extend the hours. I live ciose, and ; 6 ; �
:very time i tr�to go in, it is focked:(C)---------------- - - ---•.--------;-------�------- ----
------------------------------------------ - ---- �- --
just hope they keep moving with the Heritage Centre and it's just great, Mrs. Miller remembered me and ; 6 ;
;hared_that with my kids and that meant a lot to me: Havin�the generations mix is excellent: ______ ____j_______________�___ .
suggest the Heritage Center be prom�ted more; the fimes I have gone there, I have found it very � 6 ;
nteresfing. (C) _ _ _ _ . _ _ _ _ _ . ; � � -
-----------------------------------------------------------------------------
------- ---- -- • - -- - ---- - - ------------ -------;------- ------
think where the heritage center is, it would be an excellent spot for more museums and no commercial , 6 �,
ievefopment----------------------------------------------------------------------------------------------------=-------�-------�-------:•-- .
would like this to get to the Arts Council.The deeding of St. Raymond's church was under the agreement ; 6 �
hat there would be no ceremonies that would happen in the church. I would fike the city to get a fawyer to
:heck the deed and make sure the contract is upheld� _ ___________________ ____________________________________s--�---•-- --
---•--------------------------------------------------- , ;
n the last couple of years there fias been a lot more offered for the adults than in previous years,.
:ncouraging participation more, nice job on Dublin Center, and apppreciate the use of St Raymond's fror a ;
nemorial service with no noise or disruptians from the street repairs__ _ _________________________;.__s_.;__---.-;---• -
-------------------------------------------- ----------------
�chool field should include the historical park,the graveyard,the church
'-Arts and Education -
feel strongly about the art ir. the schaois for the chifdren and bei�7n ablF io exp::rience th�t outside the � 7 �
�� i
chools. Kids snould be able to see art. 1 tnink it's really irnpartant for people to Ftave art and r,ulture in their ; �
T�C1. __l�_�_��_f�����_��� `.
�����_�..����"_�
.__���_���_��____'��__�_�..������......��..��«_.........._....�..�..��«...�_�..��..��.�...���.....��_�..���_�_��..`��,��..��_� 1
really believe that they need to get really goad art programs back in schools, I was very fortunate when I 7
�ent to schools to have full art Programs _ __ ______ ' ------�-------�------
----------------------------------- ------------------------------------------------------------- , .
think iYs important to keep the kids informed of Dublin's heritage and history; they should get more 7 ;
�teracfive with the kids,that would keep them more interested. __.._________________�_______�__-- -
�------------------------------------------- --------------------------------•--------------------------------- ,
think we need more things for the young kids, the teenagers.A swimming pool, a place to dance with no 7 ;
ifcohol. � � "
would love to see classical muaic more in the schools because it is not in the schools_[p]________________________7._.;_..__._�____ _
�----------------------------------------------------------------------------------------------- � � ;
d like to see more of it in the children's schools, especially music and art. _______;_.�_._�_______;_-----
---------------------------------------------------------
--------------------------------------------------------- . ,
m looking forward to seeing the new library or new room.We have so many children and not enough ; 7 ,
rograms for them. Last year was a disaster, so many children in a small little room. For art.They do a
reatjob with the swimming:we need a biggerplace forthe children in the fibrarY_______________________________________i__.____�_.____.
------------------------------ , 7 , .
:'s im ortant especiall for children, schools should have more acfivities regardless of funding. � � �
�Of@_QfOg('dillS.fOf�CIC�S.--_..---�----.�-------------"--�--_._.....-----------------------------------------------------;-- 7- -i----- -r--._--
iey shoufd get more arts and culture into schools � 7 '
-I would (ike to parEicipate more in arEs and culture , ,
,
don t, I�ust ho e to parficipate in them mare after I retirel don t have an�_others to add � ' '
. �
p. ----------------------------;-----•-;-------;----
-------- ------ ---- -
---- --------------------------------------------------- ----------- 8 .
enjoy arts and cultural activifies and I should spend more time with them than I o____ ____________________________8._p_______�_--.---
--------------•--------------.._..----
d like to do it more. ' � �
-------•-----------------------------------------------------------------------------
AMS PLanning&Research Page G- 16
May 2000
C�ublin �-;t:riiac�r; rult��r.�l�,i�s�`{�sessment
V�.,:);.ui:�� fZ':;;ci�,r7�;Gs
—--------------��__._--------------------------------------.._.------•----._...-------------._...._._-----------...------�••-----.,_.__._..-------,
:'d like to tiave more time to go, I need to explore and see vrhat is oui there, khe survey has opened doors to; 8 :
Nhat is out there and I arn very interested in history _ � ' '
!r iYs good I'il attend --�_---------------------------------------------------------•--------__;_. 8 .�_....--�----- '
----- -----------------------------------•-------- _ _. ..
If the weather im roves, I'll be fookin into it, ' 8 ' '
, ,
------------------P----------------------.___._..-------...__.--------••----__.__--------•----------------------------- •-------�._-----�--•----
---
!'m not interested in it. ' $ ' '
----------------------------------------------------------------------------------•----------------------------------.._---�-------•----•-----•----
Just that ou've made me ashamed that I don't o to enou h cultural events ' 8 � '
----------�-------------------------------------------�-----------g-----------------------------------------------•--------�-------•-------:.._.
_ike to see more of arts and culture, I am tirad of being called a Neanderthal 8 � i
3-General comment on research ,
am glad to say that they are foaking at with all the new businesses that have been occupying the new ; 9 ; '
sastem Dublin development and I would fike to see more development in the arts.[p] Having been a resident;
�f Dublin since 1969 1 am very glad this issue is being looked at[P�---- --------------------------------------------------i----.--�------- '
io I think we covered everything...l don't care for their choice of statues especially the one in front of City ; g ; !
, , ,
, , ,
-iall. ----------------------------------- - ------ ---- - I
--------------------------------------------------------------------------------------- -•--- ---• -�- -
3ood surve � 9 � � I
, , ,
---------•--�----------------------------------------------------------------------------------•--------------------------•------...----...-------
think the surve is a reat start to see what eo le wsant. wsant=want � 9 � �
-----------------y-----g-------------------------P---P------------------•-----------------------------------------------�-------r-------;---•---
' `m glad tf�e cit�is taking on the Commission and is moving forward with arts and culture ; _9 __; ;
------------•------------------------------------------------------ �-------,--•-----
'm lad �ou u s are takin an active look, and mg to tmprove it. ' ' ' __
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---g---- ----g-�------------g-----------------------�-------------------------------_..-------------------------•-----,------- -------�-•--
�o I am happ�the survey is being done � � �
, , ,
- - - - - ------------------------------------------------------------------------------------------------------•------...--•-----------
�o, I do think this survey is a good thing: in terms of awareness. � _....__.__;_____..
---------------------------- - -------------------------------------------------•---9 �
3urvey was too long
10 -Other '
�ctually, Not really I guess my interests are more wine or beer, something to do with food. I'm don't Feally : 10 :
ike arts and craftsy stuff. �
, , , ,
����������������������������.���������������������������������������.�������������������������������������������������������1�.���..;�������;�����.
did not know much about it until now. I travel a lot, iYs hard to be in Dublin ___i_ 10__=_ ;____.._
-----------------------------------------------------------------•------------------------------------------------------
-------
like science and art museums. __;_.��__�.__----�-------
-------------------------------------------------------------------------------------------------------------------------
think arts and culture are great for any city but I have concems that art is on the fringes on the basis of : 10 ; i
noralit�. Arts and culture sometimes pushes beyond_what society brings into pla� ____________________________________________t______. '
------- ------------------------------------ ------ - , ,
think that they are making great progress ' ' '
--------- ----------------------------------------------------------------------------- ---�--��--�--•----t-------
--------------------------------- ; 10 ; ;
wish fhey'd have a better, get it goin9------------------ ----------------------------------,--1�--;-------;-------
_ ---------------------------
would (ike to see fhe campaign_promises come to be_ _ '
- - ------------------------
------------------------------------------�-------�-------
, ; ,
t would be a good idea to do a survey to get things goin9----------------------------------------------------------�-'10--�-------�-------
t's greafio---------------------------------------------------------------------------------------------------------------�-----•-;-------;-------
io but they a need a golf course in Dublin � 10__�_ �
--------------------------------------------------------------------------------------------------------------- -----------�•---- ------�------•
�ol am leaming about them since just moved here in Dec.(C)1999 � 10 ; ; _
�openot nght now ----------------------------------------------------------•----------------.._....--------....----- �- ��-- ------ -----
------- ---------- -. - ; -- --
�at at the present time--------------------------------------------------------------------------------------------------�--��--�-------�-------
dot too interested in the arts and culture in Dubfin. I en'o more s orts activities � � '
1 Y P -----------------------------------------;--��--t-------�-------
iothing_Whenyouu're completely disabled_it.�uts a note on_things----------------------------------------------------��--�-------�----•--
_ �
�nce I gef to know the area I presume that I wiN be interested in finding out what's_around here _ _ _______________________�_.._____
AMS PLanning &Research Page C- 17
May 2000
CITY CLERK
File # ❑���" �
AGENDA STATEMENT �
ClTY COUNCIL MEE7ING DATE: August 21, 2001
SLB�TECT: Heritage and Cultural Arts Long-Kange Plan
Report by Bn�rnr:e I,eonard; Recre.ation Supervisor
ATTACHMENTS. 1) f_�ong-Ranbe I'lan � �
RI��COMMENDATTON�: � 1) IZevie�v and approve Long-Range Plan or provide alternate
( ��- C�lI'eCt10T1
� ,
FINANCTAL STA'I'EMENT: None
�DESCRIPTION: In 1999-200� the Dublin City Council rated as a high�riority goal:
"Undertalce an assessment of co»irnunity interest in arts and heritage prograf�zn�i�ag," In October 1999,
the City Council a�proved a proposal for design of a community-wide assessment of art and heritage
proe amming. AIt�IS Planning and Research tivas coml�lissioned ta conduct focus b oup meetings and
research to identify the interests and attit:udes of the c�mmunity regarding heritage aiid arts issues.
In consultation �vith the proj ect art consultant, City Staff and thc Heritage and Cultural Arts Com�nission,
AMS developed a telephone survey tool desi�led to measure residents' participation in and preferences
f'or performing arts, visual arts and heritage activities; interests in heritage and arts programs�in Dublin;
and awareness af and supporti Ior the City's heritage and cultural eflorts.
A Citv Council l�igh priority rated goal for 2000-2001 was to analyze tl�e data ft�om the community
assessn�ent a1�d "Develop c� lvn�-range plan fo�°Izerit�zge rz>�id cultu�•a7 urts. "
`I'he Dublin Heritage and Ct7ltural tlrts Long-Rangc f'larr (the t'lan) i.s i11e� result of�a yearlong process.
The Plan reflects recuizent the�nes that m�u�ifcsted �l��emseives throughout the infoz-matio�l-g�atheri�g phase
of the process. lisinb the data gathered duririg the assessment process, the Hentage and Cultural Arts
Comn7ission and Staff �ieveloped five b�sic goals and corresponding objectives, which reflected the
identified ihe�nes.
The goals are:
Goal 1: Creatz more art izl the public spaces in Dublin.
Goa12: Develop programs and partners�zips to support a broad spectr-um of cultural arts and
historical interests within the conununity.
Goal 3: Advance the historical and cultural aspects of the DLiUlin Heritage Center.
Goa14: Provide consistent and ongoing arts education, activities and programs for the youth
of Dublin.
Goa15: Promote and market Dublin's heritage and cultural arts.
-----------------------------------------------------
CQPI�i;s Z'Q: Heritage and Cultural Aris Commission
Dublin Fine Arts Founda[ion
Dublin Historical Preservation Association
ITEM NO. �
G:�Hrtg Cult Art Comm\Council\5-21•Ol longrangeplan.doc
ATTACHMENT 2
Once the goals and objectives of tl�e plan were developed the Plan was presented to a Community
Workshop on Heritage and Cultural Arts, Workshop attenc�ees discussed each aspect of the Plan and
prioritized the Plan's goals. 'The prioritized set of goals was then re-evaluated by the Heritage and
Cultural Arts Commission and a final prioritization was established.
The next step in the Long-Range Plan development was for Staff to incorporate the goals and objectives
into a written document and to identify an implementation process.
The Heritage and Cultural Arts Long-Range Plan is Attachment 1. The Plan begins with the five broad
goals. Following each goal is a rationale for the focus of the goal, an overview of tlie existing conditions
pertaining to that goal and then a listing of proposed objectives. The last section pertains to
recommendations for implementation of the Plan.
Many aspects of the Plan are already bcing explored through existing�lanning processes,i.e., City Special
Events (St. Patrick's Day Celebration, Day on the Glen, Classical Affair at the Civic), Heri�tage Center
programming. Some strategic objectives are long-range in nature and will require extensive planning and
decision making as opportunities arise. Other objectives are more short-term, where the objectives can be
funded through normal budget process.
'T']�e ,Fiscal �Ye��ar 'Z��l�?(?OZ Bi���s7c� incll�cl� � ad�?7ti��i�tl fun'dinf� tv bc�it� implei�7et�tation oF th� plail.
�l i i .. � ' ,. �i�r r�, ;'� � �,j� J ��rr r� 1 ��GI i�lt"�1nU�l..�
���f} j �t�r� 1 r;-��� i jr.l r i :1' � I� . .. �
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t. �� .. l
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� �:1.'tll�!llY',C'Y � fC�T trl�' 1�iU�lt�l�itLj� l�ilr GI � 1�, i���r. �(rlt iC���lt1��,10' �Ill })11�-�7T73f. ��u17����� � ,Gl?r�r1)1�I� �t01',
�[�lt� �)��1�'•rc'S l�?�.!t tY]AI]y Uj. �r1�� Gbjf!'lf`li;b Y'���.1,'a l�� flF, rU�il �.r�!�ti',!71Cf l��C �l1SfO11C�t� d11C� l'lI�l11I'�ll l�S�dCCS
of tl�c�� �l��ui�lin N�Eirta±�F. t;eaite,�>' e�,��71d1 :�� ac����rpli�hrd._ '31,�� acl�iti;�n a Nr,r?ta�c (`�i�t�i 7�irecior position
�VOltll� �lIS� 1"�iillt�,l7 I�]C'- rt 4�)OC?51��7!ti� � UT f�l� �E'C'�dt'OI] ��l1pf)1-C'�Ot' 11' �ii�tT!?,( C71 F��ci_Iface 2�11C� Ll11t11T�1�
� ' � 1 _.t, ���Jlo�ding `itaff to concentraie
t�l�� �'�715 ���1�1�._'l'llllt'C�l�. ��O�1�U �71nV1(�' iCI��l1lUlii� J� ��f 1.1171C' f01' lLllll�'Ct: 1
on ilie Cap��al lrripr�n��err�c,�t rroie<�ts� and C_}a��.�s a?��d ��b1ec1-IVCS il��t r�l:itc i�� c�uit�trai arts.
I'und:ing for additional consultant services is also included in the Fiscal Year 2001-2002 Budget. Under
the direction of'the Recreation Superaisar, a consulta7it will be retained to prepare a Public Art Nlaster
Plan, advise tlie City on public art projects for private development and oversee the art-related aspects of
specified capital projects.
The 2000-2005 Capital Improvement Program Projects directly related to heritage and cultural arts
include 1) Freeway Underpass Art Project; 2) Street Banner Art Project; 3) Bus Shelters; 4) Community
Theater; 5) Heritage Center Starage Building; 6) Murr'ay School Bell Tower; and 5) Murray Schoolhouse
i,.
Fl�or Tn�provements (floor renovat7oi�1, 7i� additioil to the. C'�t.� f�n '� ' ;�r-Y pr��;°:t� ���� �i�:l �» � _
,� • �, � � ., 'I com� on-lin:. . -
fi�nded public art projects are ctin'�1��1;' bein� processed. Ar1:�.t1o1 � , , �
developinent coz�tinues in Dublin, � �
To assure that the Plan document would not become static and obsolete, the Heritage and Cultural Arts.
Long-Range Plan will be revzewed on an annual basis prior to the City's goal setting process.
It is.the recommendation of Staff that the City Couilcil re��iew and approve the Herita�e and Cultural Arts
Long-Range Plan or provide alternate direction.
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HERITAGE AND CULTURAL ARTS LONG-RANGE PLAN
BACKGROUND
� , - i, � � ; „ r�� � � � .�t� �1��,c i i �l�r i �11 ? ' �`_� �I���� �i' ���� �� 1"?i'�E'S nT
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� i�.. � ' ,i � � �, � ����� �, �ii , I ,. �.��irili'i�.��:i_�r� �..t�� �
i.��:�� �.t7 I:rf .:.; (li 'i� tli,.) I . �'vi! i f ,' IC.�G��}ill � �� .t. I �.�i .
� 1(i i�fl �3(:jV15Of1� �'Ul_: ��U t�l� ��''��y :,Ulai�IC.'� ci(l�:l �_1�� .�La��� Ufi !11'ct�.Cc'fS ��r'(!.ci�111111� �CC):
. The restorarion, main��r�ance anci operati�ri nfi the Herita�e Center. Such
recornrrienda}ions wo��ld include, but are i7ot l7mited t� tli� fotlowing:
recommendatic�ns for the devetopment, improvement and/or modificatian of Herifiage
Center facilities ar pro�rams; rece sonsnus�in��the Hep tage Centee faci�l tieseSandarules
artifact acquisition, conduct of p � ,
for the use of the Heritage Center by the public.
. The promotion and support of the arts within the community. Such recommendations
would inctude, but are not timited to the following: recommendations on art in public
places including City ea Ce�nter and D bl�in Sc�pture SPark;�a d r ecoymmendat ons for
Civic Center, Heritag
policies on art, cultural activities and facilities.
ln 1999-2000 the Dublin City Council rated as a hi�h priority �oal: "Undertake an assessment
of community interest ir� arts and herita�e programming." In October 1999, the City
Council approved a proposal for design of a community-wide assessment af art and heritage
programmin�. AMS Plannin� and Research was comrnissioned to conduct focus group
meetings and research to identify the interests and attitudes af the community re�arding
herita�e and arts issues.
In consultation with the project art consultant, City Staff and the Herita�e and Cultural Arts
Commission, AMS devetoped a telephone survey tool desi�ned to measure residents'
participation in and preferences for performing arts, visual arts and heritage activities;
interests in heritage and arts programs in Dublin; and awarenes,s af and support for the
City's heritage and cultural efforts.
A City Councit high priority rated �oal for 2000-2001 was to analyze the data from the '
community assessment and "Develop a long-range plan for herita�e and culturaf orfs."
Resultin� from a yearlong process, the Dublin Herita�e and Cultural Arts Long-Range Plan
(the Plan) included substantial public input. Repeated themes became apparent throughout
Page i of 13 '
City of Dublin August 21,2001
Heritage and Cultural Arts Long-Range Plan
—-------'—.�
.__. _ _
the assessment phase of the process. Five specific goals and correspondin� objectives
were developed. The City's existirl� planning process currently addresses a number of the
objectives, i.e., City Special Events, Heritage Center programming and 2000-2005 Capital
Improvement Program. The long-ran�e objectives will require additional planning and
decision making as opportunities present themselves. The objectives that are more short-
term in nature can be funded throu�h needntombe dete�rmpnedeand coo dinated pw thi�nf the
lon�-ran�e �oals and abject�ves will
context of the City's overall lon�-term planning and decision-making process. I
�.ONG-RANGE PLAN
The Heritage and Cultural Arts Long-Ran�e Ptan outlines goats and objectives for the
development of the Gity's historical and cultural arts environment. The Plan also outlines I
general procedures necessary for implementafiion. As with the City's Capital improvement
Pro�ram, the Long-Range Plan is initially int�ndecl �a cover a period of five-years, It is
anticipated, however, that the plan ti-vill be u�daied on a:�7 nr7nuai basis to reflect changin�
conditions.
Goals anz� nb,ject'ive� nerive�i frorrt F'uk�lrc lnp«t' � � � �
A series of focused Qroup n�eeti���s to �vhich supnortt�rs of �r�s �nd the City's heritage wer�e
ir�vited and a randomly dialed telepi�orir= s+_�r�,�ey res�!lted in tk�e identificatiar� of five �oals
and attendant objectives.
The �oals are:
Goal I: Create more art in the public spaces in Dublin.
Goa� II: Develap programs and partnerships to supporfi a broad spectrum of
cuttural arts and historicat interests within the community.
Goat III: Advance the historical and cultural aspects of the Dublin Heritage
Center.
Goal IV: Provide consistent and on�oing arts education, activities and programs
for the youth of Dublin.
Goal V: Promote and market Dublin's heritage and cultural arts.
Working Dra f t Deve(oped
The data abtained from the focused group meetings and from the survey was analyzed and a
workin� draft of the Heritage and Cultural Arts Long-Range Plan was developed. In order to
provide for further community input, the consultin� firm, Royleen White and Associates,
conducted a heritage and cultural arts community workshop. The focus of the workshop was
to review and discuss the draft Plan. Arts and heritage organizatians, community leaders,
educators, interesfied individuals, and supporters of the arts and the City's heritage were
invited to attend. �,t the conclusion of the dayton� workshop, the participants prioritized
the workin� goals and objectives of the draft Plan.
— Page 2 of 13
City of Dublin August 21,2001
Heritage and Cultural Arts Long•Range Plan
The HeritaQe and Cultural Arts Commission reviewed the prioritized �oals and objectives and
provided additional c!arifir�tion c�n priaritization.
Pf an Forma t
The Nerita�e and Cultural Arts Lon�-Ran�e Plan begins with the five broad goals. Following
each �oal is a rationale for the focus of the �oat, an overview of the existin� conditions
pertaining to that goal and then a listing of proposed objectives. The last section pertains
to recommendations for implementation of the Ptan,
PURP05E OF �'HE PLAN
The Heritage and Cultural Arts Long-Range Plan is intended to serve as a blueprint for future
development of Dublin's .heritage and cultural arts. The Plan is the result of input from
multiple community leaders, members of organizations, and residents of Dublin. With this in
mind, the Plan reflects the collective direction oe �oe5��fythe City,�suchdas ther Dublin '
communities and key leaders representin� other ,,
Unified School District. '
City Staff and the Heritage and Cultural Arts Commission, who crafted this document, have ,
attempted to reflect and respond to those needs and visions identified by the cammunity.
Based upon the Cifiy's past successfiul partnerships, the Plan is based upon the principle that
partnerships and coalitions will be important to successful implementation. The Dublin City
Councit, the Herita�e and Cultural Ar�ts Commission and Staff in cooperation with non-profit
organizations, such as Dublin 1=ine Arts �=oundation and Dublin Historicat Preservation
Association, and the Dublin schools will oversee the uttimate success of Che Plan.
GOALS
/. Create more art in the public spaces in Dublin.
Rationale
Art in p.ublic places adds color, texture and hu OW�hY e°ri�hes �ommunity and ci�vic
en livens p u b l i c s p a c e s, s e r v e s a s a c a t a l y s t f o r � ,
pride, and depicts meaning and historical links to the past and present community.
To be considered public art, artwork must be accessibte or visible to the public.
, Therefore, artwork ts acknowled e Phe lvalue of pine aetwo k and feelethere should
indicates that residen g
be more public art in Dublin.
� Page 3 of 13
City of Dublin August 21,2001
Heritage and Cultural Arts Long-Ran,e Plan
Current Environment
The followin� aspects of art in public spaces currently exist in Dublin.
Citv Owned/Approved Artwarks
1) Civic Center pubtic art pieces: Gaia, Gail, and new commission for courtyard.
2) Artworks at Stagecoach, Alamo Creek, Mape Memorial and Kolb Parks throu�h
the Art in the Parks program,
3) The 2000-2005 Capital Improvement Pro�ram includes three si�nificant art in
public spaces projects: Freeway Underpass Art ProjQct, Street Banner Art
Project and Bus Shelter Art Project.
4) The new Dublin Library includes three works of art: stained glass built into the
rotunda, two metal sculptures flanking the entrance and a mural in the
children's area.
Art in Private Developments '
1) Four private developments have included public art as part of development
design and it is anticipated that other developers will follow suit.
Other Opportunities for Viewin� of Art in the Cifiy of Aublin
1) Loaned artwork located on the Civic Center grounds include two large metal
sculptures: Sisyphus and Ste'e� Water Color#99.
2) Display cases and wall display areas are available for exhibitions at the Civic
� Center, Dublin Heritage Center, Dubtin Senior Center and the Dublin Library.
3) Dublin Unified School District displays student art at the District Offices and
the High SchooL
4) Several local businesses arran�e privately to show artwork of local artists.
Objectiives
1) Encourage design of development projects to include art into the public
buitdin�s and pubiic spaces af the community.
a. Revise/amend the Public Art Policy to identify alternate funding sources
and�approval processes for public art.
2) Develop a Public Art Master Plan to identify opportunities and fundin� sources
for art throu�hout the City.
3) Complete fihe public art proj�cts included in the 2000-2005 Capital
improvement Pragram.
4) Work with the Dublin Fine Arts Foundation to further the Art in the Parks
program.
Page 4 of 13
City of D�btin August 21,20�1
Heritage and Cultural Arts Long•Range Plan
a. Expand the Art in the Parks prngram into Shannon, Emerald GEen and Ted
Fairfield Parks.
b. For future City Parks, include an art consultant in the initial plannin� stages
to insure that art is incorporated in the park desi�n and that fundin� is
available.
5) Provide opportunities for temporary displays af �ublic art.
a. Pursue development of secure display areas.
b. Encourage cooperative efforts with publin Schools., Dublin Library, Dublin ,
Fine Arts Foundation, Dublin Partners in Education (DPIE} and other
interested parties to create and display temporary exhibitions of public art.
!1. Develop programs and partnerships to support a broad spec�rum of
cu[tural arts and historical interests within �he community.
Rationale
Participation in the City's festivals, leisure classes and data from the Her9tage and
Cultural Arts Assessment indicate that Dublin residents have an interest in a broad
spectrum of cuttural arts activities. Research identi9fied residents' perceived need for
additional pro�rams and events within the commun�ity. Traditionally the Cifiy has
participated in partnerships ta provide severat aspects of heritage and cultural arts
programming and services. One aspect of this goal is that those partnerships continue
and that new part.nerships and collaborations be established to.meet future needs.
Current Environment
Proarams and partnerships currentty in place include the followin�.
1) Community-wide special events include the St. Patrick's Cel�bration and a new
event, Day on the Glen.
2) A summer concerfi series on five consecutive Friday evenings and in 2001
included a new event, A Classical Affair at the Civic. The Classical Affair event
consisted of classicat music, refreshments, and an art exhibition spotlighting
local artists.
3) Art in the Parks pragram partners the City with Dublin Fine Arts Foundation in
providing quality art in the City's parks.
4) Dublin Fine Arts Foundation provides for lon�-term loaned art at the Civic ,
Center.
5) Pro�rams and services at the Dublin Neritage Center include tours provided by
Staff and volunteers for area school children (DUSD and the private schools)
and exhibitions featuring artifacts on toan from Dublin Historical Preservation
' Association and others.
6) Classes far adults and children in dance, drama, and music through Dublin .
Parks and Community Services Department Leisure Classes.
Page 5 of 13
City of Dublin August 21,2001
Heritage and Cultural Arts Long•Range Plan
7) Art and dance classes at the Qublin Senior Center.
g) Classes offered by private en�erpris�s such as the Dublin Theater Company and
private dance studios,
06jectiyes
1) In conjunction with the Parks and Community Services and Community
Development Departments, continue to explore opportunities for enhancement
of performance facilities in parks, recreation facilities and public places,
a. Investigate the fieasibility of a Performing Arts Center.
b. Pursue construction of an outdoor amphitheater in Emerald Gten Park.
2) Continue t� enhance and expand successful special events in the City.
a. Expand the culturat events of the City's existin�.festivals to include juried
exhibitions, temporary installations of sculpture or "call to artists" to
create theme-based works. '
b, in conjunction with Concerts at the Civic, pursue workshops with musicians
or before concert "talk with artists".
c. Assess and evaluate cultural events within the City.
d. Work with area art associations to enhance "Classical Affair at the Civic"
exhibitian (or similar events). � ' ,
3) Explore partnerships with the Dublin business community in promoting and/or
sponsoring programs and special events.
.4) Explore new opportunities for cultural arts and historicat programming.
a. Develop travelin� exhibitions,
b. investigate opportunities for praviding a variety of culturally based
performances.
c. Investi�ate opportunities for performance sponsorships.
lt1. Ac�vance the historical and cu(tural aspects of th� Dublin Herita�e
Center.
Rationale
Focusing on the maintenance and dissemination of Dublin's history, the Dublin
Herifia�e Center serves as a repository for historically significant artifacts as well as a
venue for exhibitions. In addition, the �ld St. Raymond's Church provides the
community wifih a rental faci[ity for family and community gatherings. Research
indicates that although residents acknowledge that the Heritage Center should be a
museum with history and art exhibitians and is an appropriate place for people to
gather for special events, there is interest in seeing history-related activities in the
Herita�e Center. ,
Page 6 of 13
City of Dublin August 21, 2001
Heritage and Cultural Arts Long-Range Plan •
Current Environment
Current proarams and services at the Dublin Herita�e Center consisfi of the followin�.
1) Docent led tours of the r'aciliiy hi�hiightin� Dublin history.
2) Use of Old St. Raymond'S CIlL11"CIl fOr ;�rivate rentals.
3) Permanent museum exhibition featuring artifacts from Dubtin's history in the
Murray Schoolhouse.
4) Periodic themed exhibitions in the small room of the Murray Schoolhouse,
5) City partnership with Dublin Historical Preservatian Association to provide
artifacts for the Schoolhou5e Museum.
6) Burials in Dublin Pioneer Cemetery.
7) Repository for historic files and photographs.
Objectives '
1) Enhance and expand the exhibitions at the Heritage Center mu5eum.
a. Pursue quarterly exhibitions in the smalt room of the Murray Schoalhouse.
b. Support the up�rading and restoration of the Herita�e Center collection.
c. Complete construction of a permanent storage building on the Herita�e
Center grounds.
d. Devetop plans for documentation, certification and cataloging of City
collections.
2) Develop plans for Historical District designation of Donlon Way making certain
Alamilla Springs and Green Store are included.
3) Continue with restoration and preservation of the Dublin Heritage Center.
a. Pursue installation of a fire suppression system in Murray Schoolhouse and
Old St. Raymond's Church.
b. Renovate the floor and ceiling ofi the main room of the Murray Schoolhouse.
c. Investigate opportunities for grant fundin�, e.�. National Park Seryice
Historic Preservation Grant, American Express, National Trust for Historic
Preservation.
d. Complete the Murray Schoolhouse Bell Tower Reptacement Project and
encoura�e and support Dublin Historical Preservation Association and Dublin
Rotary Club in their fundraisin� efforts.
4) Continue to encourage use of the Heritage Center for, htstorical and cultural
events/activities.
a. Host an annual historically based special event.
b. Promote the use of Otd St. Raymond's Church as a venue for cuttural arts
performances.
c. Devetop cultural histary classes and workshops.
Page 7 of 13
City of Dublin August 21,2001
Heritage and Cultural Arts Long-Range Ptan
5) Continue to work with Dublin schools to au�ment the history curriculum for the
K-12 student population.
a. Support and encourage tours of the Heritage Center by school groups.
b. Collaborate with Dublin Library to develop a resource library on Dublin ,
history.
c. Provide the Herifi,age Center as a venue for student art exhibitions.
1V. Provide consistent and ongoin� arts education, actrvities ancf
pro�rams �or the youth of Dubfin.
Rationale
The City of Dublin acknowledges the importance of its youth as evidenced by the I
concentrat
ion of recreation plannin� for children and youth and family-oriented
special events. Durin� the research conducted for the Plan, residenfis indicated that a
hi�h priority is placed upon providin� arts and culture for children. A significant
number agreed that quality cultural activities far children should take place both in ,
and out of the schaol setting. Enablin� partnerships and collaborations between i
Dublin schools and the City's arts, cultural and heritage or�anizations is one facus of
meetin� this �oaL
Current Environment
There is a long list of programs and events presently provided for youth in Dublin. I
Some are City ba5ed, some school based and some provided by non-profit
organizations or for-profit businesses. Below is a partial listin� of these opportunities.
1) Parks and Community Services Department Leisure Classes which include '
dance camps and dance classes, musical theater, photography, cartooning and
drawing. ,
2} Dublin Unified School District and private schoal programs including art, drama
and photagraphy classes, FAME program (Fine Arts Mini Experience, a pro�ram
of �ine arts and music conducted by volunteers in Dub[in elementary schools),
school band and music classes and activitie5.
3) Youth activities sponsored by the City's Youth Advisory Committee: Dub Town
Jam, Youth Music Showcase, and Karaoke Nights.
4) Past partnerships with Dubtin Unified School District and Dublin Fine Arts
Faundation to provide artist in residence programs.
5) Church choirs and choruses.
6) l.ion's Club student speech contest. '
7) Dublin Library story time.
8) Dublin Theater Company classes and praductions.
g) Private dance studios.
Page 8 of 13
City of Dubtin August 21,2001
Heritage and Cuttural Arts Long-Range Plan
�0) Studer�t art displays at the Dt.JSD c!istrict office and the schools.
'11) Wornen's Club of Uubli�� ann�ial student, art contest.
Objectives
1} Support the development of performin� arts for youth and teens, '
a, ProvidE venues for youth and teens to perr'c�rm and participate.
2) Explore opportunities for exhibition space for youth artworks.
a. Work with Dublin schools, Dublin Library and other interested parfiies to
identify exhibition space for youth artworks.
3) Create partnerships and collaboratior�s to exptore o�portunities to enhance arts
and programmin�.
a. Work with Dublin schoots, Dublin Fine Arts F'aundation and other partners to
ensure and provide professional quality art education.
b. Investigate and create opportunities for �rant funding, e.g. Tri-Valtey
Community Fund, California Arts Council, National End�wment for the ;
Humanities, Lila Wallace-Readers Digest Funds.
c. Encourage opportunities for exchange of art and Gultural education
resaurces throu�h partnership with Dublin Sister City Association.
4) Continue to enhance the City of Dublin arts and �ultural re�reation classes and
programs.
a. Investigate opportunities for expanded after school and summer arts and
cultural pro�ramming.
, b. Investigate opportunities for a �rant program for youth in cultural arts by
identifyin� and disseminating information on available grant resources.
V, Promo�e and marke� Dublin's heritage and cutturat arts.
Rationale
Although data from the Heritage and Cultural Arts Assessment indicated that Dublin
residents learn about the cuttural arts activities in the community through the printed
media, specifically from direct mailing {the Recreation Activity Guide) and the
newspapers, twenty-six percent indicated that they found it difficult to find out about
cultural events. Since research indicated that residents also receive information from
broadcast media and the lnternet, in order to reach a broad se�ment of the
comrnunity, a variety of inedia should be used to promote herita�e and cultural arts
activities.
Current Environment
Tne current heritage and cultural arts marketing and promotional environment
includes the followin�.
Page 9 of 13
Citv of Dublin August 21,2001
Neritage and Cultural Arts Long•Range Plan
�) Dublin Parks and Community Services Department Activity Guide, which is
mailed quarterly to every Dublir }�ousehold.
2} City of Dublin website.
3) Newspaper covera�e.
4) "Here Comes �he Guide" websi�e advertising Old 5t. Raymond's Church.
5) Cabte television coverage.
6} Heritage Cen�er [istin� in "Places to Go", Pacific Bell SMART pages.
7) Heritage and Culfiural Arts Brochure.
8) Direct Mailing.
9) Word af mouth. '
10) Flyers.
11) Street Banner across San Ramon Road.
Objectives
1) Promote herita�e and cultural arts through print media.
a. Work with tocal and re�ional newspapers to increase local/re�ional
coverage of heritage and cultural arts.
b. Increase coverage in the Parks and Community Services Department Activity
Guide.
c. Maintain the Heritage and Cultural Arts Brochure.
d. Develop a self-tour map of art and history in Dublin.
2) Promote herita�e and cultural arts through the Internet.
a, Maintain a catendar of heritage and cultural arts activities and information
'on the city's website.
b. Work with other area websit�s (Dublin Chamber of Commerce, Tri-Valley
Convention and Visitors Bureaii, Dublin Unified School District, etc.) to
incorporate heritage and cultural arts activities.
c. Investigate the possibitity of developing a heritage and cultural arts
multimedia web page.
3) Promote heritage and culturat arts through broadcast media.
a. Work with Community Television (CN) to expand covera�e of heritage and
cultural arts activities,
b. Identify other opportunities to promote herita�e and cultural arts activities
through the broadcast media.
4) Explore additional promotional and marketing opportunities.
a, Work with Dublin Chamber of Cammerce, Tri-Valley Convention and Visitors
Bureau, Dublin Unified Schoot Qistrict and other civiclsocial association
newsletters to promote herita�e and cultural arts activities.
Page 10 of 13
City of Dublin August�21,2001
Heritage and Cuttural Arts Long•Range Plan
5) Develop a reco�nizable herita�e and c�iltural arts togo.
IAhPLEMENTATIdN OF� THE PLAI�
The Heritage and Cuttural Arts Lona-Ran�e Plan represents an ambitious plan. The Plan
' however, reflects the desire of the residents of Dublin to maintain the historical resources in
the community and expand upon the cultural resources and opportunities available to the
community. The successful implementation of the Plan is contingent upon ongoing funding
as well as support from the Dublin City Council, the Nerita�e and Cultural Arts Commission
and Staff in cooperation with non-profit organizations, such as Dublin Fine Arts Foundat�on
and Dublin Historicat Preservation Associatian, and the Dublin schools. The support of Dublin
residents and the development community will also be necessary to implement the Plan.
The first step in the implementation of the plan was accomptished with the adoption of the
Fiscat Year 2001-2002 Budget and Financial Ptan. As ,part of the budget, fundin� was
included for additional stafif, consultant services, capital projects, and requests from
community graups (Dublin Fine Arts Foundation, Tri-Valley Philharmonic). With a full•time
Recreation Supervisor devoted to heritage and cultural arts, and with the addition of a part-
time Heritaye Center Director and the services of a contract art consultant, it is anticipated
that the objectiv�s related to the followin� �oals can be implemented during Fiscal Year
2001-2002.
I. Create more art in Che public spaces in Dublin.
1) Encourage design of development projects ta include art into the public
buildings and pubtic spaces of the community.
a. Revise/amend the Public Art Policy to identify alternate funding sources
and approval processes for public art.
2) Develop a Rublic Art Master P�an to identify opportunities and fundin� sources
for art throu�hout the City.
3) Complete the public art projects included in the 2000-2005 Capital
Improvement Pro�ram.
4) Work with the Dublin Fine Arts Foundation to further the Art in the Parks
program. ,
a. Expand the Art in the Parks pro�ram into Shannon, Emeratd Glen and Ted
Fairfield Parks.
5) Provide opportunities for temporary displays of pubtic art.
a. Encourade cooperative efforts with Dublin Schools, Dublin Library, Dublin
Fine Arts Foundation, Dublin Partners in Educattion (DPfE) and other
interes�ed parties to create and display temporary exhibitions of publrc art.
II. Devetop programs and partnerships to support a broad spectrum of cultural arts and
historical interest within the community.
– — Page 11 of 13
City of Dublin August 21,2001
Heritage and CulCUral Arts Long-Range Plan�
1) In conjunction with the r}arks and Community Services and Community
development Deparcments, cantinue to explore opportunities for enhancement
of performance facilities in parks, recreation facitities and public places.
a. Investigate the feasibility af a Perfarming Arts Center.
2) Cnntinue to enhance and expand successful special events in the City.
c. Assess and evaluate cuttural events within the City.
d. Work with area art associations to enhance "Classical Affair at the Civic"
exhibition (or similar events).
3) Explore partnerships with the Dublin business communifiy in pramoting and/ar
sponsoring pro�rams and special events.
4) Explore new opportunities for cutturat arts and histarical programming.
a. Develop travelin� exhibitions.
III. Advance the historical and culturat aspects of the Dublin Heritage Center.
1) Enhance and expancf the exhibitions at the Heritage Center museum.
a. Pursue quarterly exhibitions in the small room of the Murray schoolhouse.
b. Support the upgrading and restoration of the Herita�e Center collection.
c, Complete construction of a permanent storage building on the Neritage
Center grounds.
d. Develop plans for documentation, certification and catalogin� of City
collections.
2) Deve[op plans for Historical district designation af Donlon Way making certain
Alamilla Springs and Green Store are included.
3) Continue with restoration and preservation of the Dublin Heritage Center.
b. Renovate the floor and ceiling of the main room of the Murray Schoolhouse.
d. Complete the Murray Schoolhouse Betl Tower Replacement Froject and
encourage and support Dublin Historical Preservation Association and Dublin
Rotary Club in their fundraisin� efforts.
4) Continue to encoura�e use of the Herita�e Center for historical and cultural
events/activities.
b. Promote the use of Otd St. Raymond's Church as a venue for cultural arts
performances.
5) Continue to work with Dublin Schools to augment the history curriculum for the
K-1z student population.
a: Support and encaurage taurs of the Heritage Center by school groups.
c. Provide the Heritage Center as a venue for student art exhibitions.
' IV. Provide consisfient and on�oing arts education, activities and programs for the youth
of Dublin.
1) Support the development of performing arts for youth and teens.
a. Provide venues for youth and teens to perform and participate.
Page 12 of 13
City of Dubtin August 21,2001
Heritage and Cultural Arts Long-Range Ptan
Z) Explore opportunities for exhibit�on space for yo�th artworks.
3) Creace partnersl�ips and collaborations to explore opportunities to enhance arts
and pro�rammin�.
a. Work with Dublin schools, Dublin Firre Arts Foundation and ather partners to
ensure and provide professional quality art educatian.
c. Encourage opportunities for exchan�e of art and cultural education
resourc_es through parrnership with Dublin Sister City Association.
4) Continue to enhance the City af Dublin arts and cultural recreation classes and
pro�rams.
a. Investi�ate opportunities for expanded after school and summer arfis and
culturaL programmin�.
V. Promote and market Dub[in's heritage and cultural arts.
1) Promote heritage and cultural arts through print media.
a. Work with lo�al and regional newspapers to increase local/regional
cnvera,e of h�ritage and r.ultura[ ares.
b. Increase covera�e in �he Parks and Community Services Department Activity
Guide.
c. Maintain the Nerita�e and Cultural Arts Brochure
2� Promote heritage and r.ultural arts throu�h broadcast media.
a. Work, with rc�mmunity l"elevision (CTti') to expand coverage of heritage and
ct�ttural arts ac�ivities. �
It is anticipated that a number of the rernainir�, go�is ar�d obj�ctives will be pursued as
opporcunities arise. For• exa.m�le, as develc�pment �roposals cnme forth, they will be
reviewed to determine if there is an appr�opriate location �or public art. New opportunities
fior cuttural arts and historical pro�ramming and enhanc�ment of arts and cutt�aral recreation
classes and programs for youth will be re�ularly pursued. Further, additionat promotional
and marketing opport,unities for herita�e and cultural arts witt be continually explored.
The Heritage and Cultural Arts Long-Range Plan is a multi-year plan, which will be reviewed I
annually and updated to reflect changing conditions. The outcome of a number of the
objectives undertaken in Fiscat Year 2001-20�2, in particutar the Public Art Policy, Public Art
Master Plan, Donlon Way Hisfioric District and Performing Arts Center Study, may have an
effect on implementation of the plan for future years. Community response to the plan will
also be a key factor in the imptementation of the plan in futu�e years, Thus, the
lmplementation Plan included as part of the Herita�e and Cuttural Arts Long-Range Pian anly
addresses implementation strafiegies for the first year. As part of the annual �oals and
objectives and bud�et process, implementation strategies for the upcorning year will be
developed.
Page 13 of 13
City of Dublin August 21,2001
Heritage and Cuttural Arts Long-Range Plan
���o�' DL�� CITY CLERK '
G � �L File # ❑IL�O"��
ll/ /'�/�,�]�y, 11p1
19 �`�u'�;� Ur� . �
�� ������
��Ll�y�R���
AGENDA STaTEMENT
CITY COUNCIL MEETING DI�TE: November 18, 200$
SUBJEGT: � D,raft Parlcs and Commitnity Services Strategic Plan
� � Report by Paztl McCr•eary, Assistant Director� of� Parks and �
Cornrnurlity S'ervices ��
f\1'TACEiMT�N'C5; 11 liraft Strategic ,T'(an ��
12ECOiVIMI;?�IDA7`ION: _,,� �fZecei���e� report �lnri adopt Strategic Plan, or provide direction on
� rnociiiicati.�ns
IJ ` �� ,�� �)
�FINANCiAI_� STA'I'F:IVI]?,I�I1': None
DESCI2I.P'�'ION: Clie Council has a higil-priority objective (Objecti��e III-A-1) to
conduct an in-depth needs assessment and opinion survey of Department programs and services, and
develop a Strategic Plan for Department programs and services. In April 2007, the National Research
Center began working with City Staff to identify the key components of the Needs Assessment process.
The primary purpose of the needs assessment was to provide a community-based appraisal of the current
recreation programs and recommendations for future programs and services. The multi-component
assessment was completed in August 2008 and presented to the Department's Commissions and the City
Council.
Following the completion of the needs assessment the Departtnent Staff inet to discuss the results and ,
Of�1eI' �Ct'[1C� Cj�l�d l0 C�E:tE'CIl11Ile �Ote11t1'l� I('���I ,�t�;ll" !111 jJ�:��: :?1'� f:1Cl�ltV' r�„�r�lnn,•,��.�� . ��,�11 �� qr�J�,�.�
d�livery. Lsiri� ll�ie data and results froin �l�e neta� assessment, Staft 11as prepdieu a llrai� Yarks and
Community Services S�rategic Plan(Plan), which is included as Attachment 1. ,
The Plan will be used to focus the development and delivery of Department parks, facilities and programs
over the next ten years. This will ensure the Department focuses its resources on the programs and
------------------------------------------------
COPY TO:
Page 1 of 3 -�
ITEM NO. /•
G:\COUNC1l,Wgenda Statemenu�2008\I 1-I8 Draft Strategic Plan.doc ATTACH M E NT 3 i
projects that best meet the needs of residents. It will allow the Department to continue to schedule and
operate programs and services in a customer-focused manrier.
The Strategic Plan includes an overview of the findings from the needs assessment. The plan defines the
strategies, or direction, the Department wi'll focus on over�tlle next teri years�. There are seven proposed
strategies; each includes potential goals to achieve the strate�ry. Following is a sun�mary of the strategies.
STRATEGY#1: Develop unique,. aesthetically appealing parks and facilities that
provide fle;cible spaces and safe enviromnents to recreate.
STRATEGY#2 Promote and suppori environmental stewardship and protect
environmental resources.
STRATEGY#3 Implement programs that are popular �vith the core customer market
segments and are responsive to community and industry trends.
STRATEGY#4 Position programs and service delivery to be unique, competitive and
responsive to customer needs and expectations.
STI2ATEGY#5 Reducc barriers to participati�n in Department programs and services.
STRATEGY #6 Maximize effectiveness of commtinication with existing and potential �
customers.
STRATEGY#7 Create social connections and strong sensc of community within �
neighborlioods. � �
In addition to these strategies, it was determined that the Dcpartment should promote and support '
programs that ineet the spec�ific needs of the follo�ving markel segmenzs:
i. Families (parents and children) ,
ii. Young Adults, 25-44 years, without children �,
�ii. Adults, �5-64 years � !,
iv. Older Adults, 6� years and bettcr ��
I3ased on the results of the assessment and industr}� tre�ids it is recommcnded the llepartment reali�l
existing prop,rams and creale new o�fferings to promote and support the following: � �
i. Effective communieations with residents and marketing strategies that consider product, �:
positioning,place,piZCe and targeted promofion. '
ii. Positive youth development aud stron�families.
iii. Healthy lifestyles and wellness.
iv. Active lifestyles ilivolviiig sports and fitness.
v. Events to celebrate comnnmity rni?estones, enhance community pride, cncourage sharing of
,a„ -�, �, ,.,, ,,
� c�ilt„r<�i tr,,. �,r�nl�s ��i���l cr„�irih�;t;� ?�� c�n�„,,,,,� �
vi. Fun a�id �af�e elijoyr7i�iit ui����ater activi�i��5.
vii. Pers�nal enrichment and participation in hobbies, leisure pursuits, and self-help aclivities.
viii. Sense o�t community and stron�neighborhood social connections.
ix. Appreciation o.f' �lat�rre arld participatiorz in unique and adventurous �outdoor recreational �
activities.
x. Appreeiation of iine arts, perforn7ing arts, dance and music. � �
xi. Preservatioil and inteipretation of Dublin's culhire and heritage. �
Mare detailed information about the recommended strategies and goals can be found on pages 24 to 43 of
the attached draft Strategic Plan document. '
Page 2 of 3
In order to garner resident input, Staff prasented the draft Strategic Plan at four public meetings including
t11e Yolrth Advisory Committee, Senio?� Center Advisory Committee, Heritage and Culhiral Arts
C�minission and the Parks and Community Services Commissiori meetings. Irrvitations to the meetings
and copies of the draft docurnent were sent io participants from the Needs Assessment, as �vcll as
1lundreds of households in the Department's cusiomer databasi:.
Tha draft Strategic Plan was well received and recommended for approval by all of the Advisory '
Committees and Commissions. The input received during the public meetings will be helpful as Staff
begins to identify objectives to accomplish the strategic goals identified in the Strategic Plan.
RECOMMENDATION: Staff recommends the City Council receive the report and adopt the
Strategic Plan, ar provide directioil on modifications.
I
Page.3 of 3
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The City of Dublin promotes and supports a high quality of life that ensures
a safe and secure environment, fosters new opportunities and provides
responsive fair treatment to ouv diverse community.
F'�rrl<=-;a�YS� C'��zatrttun�it�Sirvices�itt=�te�ic I'lrtn
:'�1�I���..�t'4�����..s�1�1'V��
Janet Lockhart, Mayor
Tim Sbranti,Vice Mayor
Kasie Hildenbrand
Tony Oravetz
Kate Ann Scholz
Eric Swalwell, Chairperson
Sue Flores, Chauperson
Anita Carr,Vice Chairperson
Steve Jones,Vice Chairperson Mary Beth Acuff
Alan Elias
Kim Halket
Rich Guarienti
Juay Lussie
Angela Muetterties
Connie Mack
Joseph Van Loon, Student Commissioner Georgean Vonheeder Leopold
Joni Pattillo,City Manager
Diane Lowart, Parks and Community Services Director
Paul McCreary, Assistant Director of Parks and Community Services
Herma Lichtenstein, Parks and Facilities Development Manager
John Hartnett, Heritage and Cultural Arts Manager
Rich Jochner, Recreation Supervisor
Frank Luna, Recreation Supervisor
1�'rift�e��r €�i� T'ratr7 �1t,C°����carz�, A��islt��rf �)i,���i,t�oi�c�f I?clrks tzrrr� C"��xrrrrzrt�rtitr� Si?r-z�ir�s
The following Consultants prepared the studies related to the Needs Assessment:
National Research Center Inc., Research Consulting Firm
Nancy Kaiser, Executive Consultant/Staff Retreat Facilitator
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ResearchMethodologies.....................................................................................................3
KeyFindings...................................................................:.....................................................4
ProposedStrategies.............................................................................................................6
Implementation and Evaluation........................................................................................7
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Demograp]1ic Pi�ofile of Dttblin..........................................................................................8
Psycho Demographic Profile of Dublin............................................................................9
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CoinmunityFacilities........................................................................................................22
Private Recreation Facilities .............................................................................................23
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STRATEGY #1....................................................................................................................25
STRATEGY #2....................................................................................................................28
STRATEGY #3....................................................................................................................30
STRA'TEGY #4....................................................................................................................34
S'TRATEGY #5....................................................................................................................38
STRATEGY #6....................................................................................................................40
STRA'TEGY #7....................................................................................................................42
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In 2007 the Cit�y Council unde�-took a comprehensive needs assessment to better understand the
p�rks and recreation needs of tlze community. The primary purpose of the needs assessment was
to provide a community-based assessm�nt of the recreation programs currently offered and
recommendations for future programs that should be designed ana implemented. The data and
information received from the needs assessment was used to develop this strategic plan to focus
the development and delivery of Department parks, facilities and programs over the next ten years
to best ineet resident interests in recreation,heritage and cultural arts.
Dublin has a current population of over 42,000 and is one of the top-five fastest growing
communities in California. This rapid growth mode is expected to last at least another 15 years at
which time tlle population at build-out of the City is expected to exceed 70,000. With this fast
growing population have come significant demographic and cultural changes. Dublin is a more
diverse, affluent and well-educated community than it was 20 years ago when the Parks and
Community Services Department was formed.
Dublin is a relatively young community,with primary market segments including adults without
children, families,baby boomers and older adults. Recent residential development has increased
the number of households livin�in high-density attached housing. With less personal outdoor
space, residents living in higher density housing may have different types of demands related to
parks ana recreation. Additionally the City has been successful at meeting State requirements for
provision of housing for residents of lower income. As the City grows it will be important the
Department balances its program offerings ancj service delivery to meet the needs of residents of
all backgrounas, abilities and economic status.
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The research was conaucted by the National Research Center, which since 1981 has been
conducting survey research for government. All of th� consultants assigned to the project have
graduate or doctorate degrees in fields that make them experts in quantitarive and qualitative data
collection and measurement.
Data was collected using several different methods. The first step in the needs assessment was to
conduct 30 one-on-one interviews with a wide variety of stakeholders including the Mayor and
Citv Council Members; the Chairpersons of the Department's Commissions and Advisory
Committees; City of Dublin executive, supervisory and line employees;Community Leaders such
as the School District Superintendent and Chamber of Commerce President; Dublin employers and
citizens at large. The script was designed to gain an understanding of the current and future needs
of the Citv, as well as feedback on current prog��ams, services and facilities provided by the Parks
and Community Services De�?artment.
The seconc�step in th�_ needs assessment process was conducting a mail-in surve��. The purpose of
the survey was to understand resident percc:ption of currerlt and potential features of Dublin's
Parks and C��mmuni�tv Services �Department. Tl1e suivey al]owed residents to rate the quality of
life in Dublin, as well as parks and recre�tion ame�zities apd service delivery. Pespondents were
able to provi��e feedback op wl�at parks anc� recreation services they woLlld like to see offered in
the futw�e, current leisure activities aild general barriers to participation. The survey was created
using ideas getlerated fron-�the Key Inforinant Interviews and City staff.
Approximately 3,000 households within the City ]imits were selected to participate in the survey
using a stratified, systematic sampling method on addresses within carrier routes. About 9% of the
surveys were rehirned because the housing unit was vacant ar the postal service was unable to
delivcr the suivey as addressed. Of the 2,726 eligible households,452 completed the survey,
providing a response rate of 17% and a margin of error of+/-5%.
While the mail-in survey provided a glimpse at what residents think about parks and community
services, it did not explain why they think it. Three focus groups maae up the next stage of the
needs assessment to gain a better understanding of residents' reasons behind their ratings and
prioi°ities, the factors influencing people's decisions to participate and sources of residents' information
about parks and recreaHon in Dublin. Three resic�ent groups were identified as target participants
fol� the dzree focus �oups. The first group was composed of residents who lived around Bray
Commons Park and wcre between the ages of 25 and 40. This group was selected to determine if
there were differences in the needs of those living in higher density housing. The second group
contained parents who were new customers with the Parks and Community Services Department
since January 2007. The final focus group was dedicated to adults between the ages of 45 and 60,
referred to as "Boomers" in this report. A total of 21 residents participated in the focus group
phase of the assessment.
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In all three phases of the needs assessment, there was an overwhelming sense the Department is
aoing a good job of ineeting resident expectations and promoting and supporting a high quality of
life in the community. Perceived strengths included the variety of programs, quality facilities and
park maintenance, and responsive custom�r service.
Overall, residents were pleased with the community and the City's parks and recreation offerings.
Quality of life ratings were positive and higher than average compared to comparative ratings for
other cities. Customer service and communications were also viewed favorably. Seven in 10 felt
the Citv's c�astonlel' servic�� was i.xcel]ent or good. Respondents colzsiste�ntly rEported the parks
and facilities �vere well-ina�ntaineci, �ccess�ble and c1�.an. Aclzvities and events were p�rceived as
��ell orgarlired with quality instruction �ffei'ed at a t'easo�zable co,t. It was genErally reported that
Dublin's recreation ofEerings we�°e on par with tlze ��i'ivate sector and neighboring communities.
Sev�ral respondents indicatea the Department has aevcloped sh-ong partnerships, which provides
quality instruction at a much lower cost than the private secto�°.
Pesidents placed high value on parl<s, open space and multi-use trails. When asked about
spending levels on City services there were only two areas respondents were interested in
expanding spending including open space preservation, and park acquisition and development.
Respondents' top pi°iority for park amenities was multiple-use trails, with 89% incticating trails are
"essential" or "ver��im}�ortant." This was consistent across subgroups, uzcluding different ages
and �����g�`a��+17ic Iocation of resic�c�nc'�� ii� �L?�nbli��. (�)lhr,�' t�p prloricies f��r� �ark amenitics incl�ldecl
�7�iti!i VC' �iC( `1 � Sll��l ;�S �����tS Illl� i��7�'ll ��;�1C� I�lll'ii�1���� � i; �1���l�Ci{ ����vl"l � f'l'.jl{F;� �y1'OLl�� }�ICl�lll' �lI'(i1S �lll��
sl�acl�� ��trucrur'�s. Cl1c� least il��portant parl. a�nen�lYC_s ii�c.lu��eei cric;.et f�ielcls, Iaci`osse fields,bocce
ball courts and vollevball courts.
�1t least 11a1f of� the respondents in�icated th��l a g��mnasiri�n, outdoor�vater park, commur�ity
theah�e or' a soc�al hall� rental space were ""essential" cn� "very import�nt". A fitness center with
exercise and weight machin�s, a game room, a community theatre and an outdoor water park were
most freque„tly rated as a number on� priority. The least important facilities among respondents
were a cafe/juice bar, indoor runi�ing track, rock climbing wall and dance studio. There was a
common theme in all three assessments that the existing Dublin Swim Center was outdated and in
need of moaernization.
Respondents to the mail-in survey were aske�l to rate the classes and activities that were most
essential for Yhe Department to offer. The area rated as the most essential or very important was
cultural Eestivals and events (56%). This was follo�n�ea by adventure trips/outdoor recreation
(54%), science/math�engineering classes (47%), student academic httoring (47%),
nutrition/weight loss training (47%), cooking classes and culinary events (44%),hobby/special
interest and social clubs (44%), and nature programs (43%).
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Programs dr�emed as least essential and ratecl E�y thf� g�reatest nunlber of respondei�ts as Y�ot at all
i�nportant irlclude synchroniz�d swi�zlming (i4%), cricket (73%), lacrosse (69%), flag football (62%),
and watei° polo (60io).
Across �ll three assessmenrs common barriers to pa�•ticipation inchtded being too busy working�
and riot havin�; en��u�,h tirrte. '7'his correi.ales to the fact that 71`% ��f respotl��er7ts to the n�ail-ir�
survey are�working full-tn�ze, and 31% aT�e coinmLlting �at�leasr olie 11our each day. Tlus coupled
�n�ith the facl that 33% of respondents indica�ted the days or tim�s of activities are inconvenient,
underscores the cl�allenge of providing progranls for dual career households. Wllen asked about
scheduling preferences, 70% of respondents indicated that Saturday mornings were the most
convenient to participate in a class or activity. This was followed b��Salurday afternoon (68%) and
weekday evenings (67%).
For parents of school aged children,having childcare available, especially during the summer was
important. Currently most of the camps offered are only half-day programs which don't meet the
needs of working households. Location was also an important factor in deciding to participate in
pai°ks and recreation activities. For some, east to west travel seems difficult. For others,
neighborhooa proximity was most important. Some still felt Dublin was small enough to get
arouna for recreational classes and activities.
Interestingly there were 42% of respondents indicating they never participate in any of the
Department's activities or facilities, even outside of Dizblin. This means that it is likely over 40% of
residents will never be customers of the Department.
Top customer expectations and essential program characteristics appear to be quality of
instruction/teaching, having fun, safety, cleanliness of facility and competitive price. It is
interesting to note that quality instruction is more important than competitive price. This may
indicate that customers would be willing to pay more for higher quality. Other important customer
expectations included flexible schedulin�and the ability to drop in, ease of registration and
responsive customer service.
Across all the assessments residents are veiy likely to get their information Erom the quarterly
edition of"Thc Guide". Other popular methods irlchided direct tnail (78%), City of Dublin website
(74%), and the DublinRecGuide.com websire (66%). The least lil<ely sources included Community
Television (22°o), otl�er televi�ion stations (24%j, f�ye7�s fi�om sck�iools (34%), and
SFGate.com�Bav��sider.com and okher�what-to-do websites (34%).
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The Department employees met for a retreat to review the results of the needs assessment and
discuss po�ential strategies to move the Departnlent forward over the next ten years. The results of
the assessment, staff insights, and empirical research were used to develop seven broad strategies
to guide the provision of progranls and services,which are as follows:
STRATEGY #1 Develop unique, aesthetically appealing parks and facilities that
provide flexible spaces and safe environnlents to recreate.
STRATEGY #2 Promote and support environmental stewardship and protect
environmental resources.
STRATEGY #3 Implement programs that are popular with the core customer
market segments and are responsive to communit�� and industry
trends.
STRATEGY #4 Position programs and servic� delivery to be unique, competitive
ana responsive to customer nee�s and expectations.
STRATEGY #5 Reduce barriers to participation in Department programs and
services.
STRATEGY #6 Maximize effectiveness of communication with existing and
potential customers.
STRATEGY #7 Create social connections and strong sense of community within
neighborhoods.
ln addition to these strategies, it was determined that the Department would promote and support
programs that meet the specific needs of the following market segments:
i. Families (pareilts and children)
il. Young Adults, 25-44 years,without children
iii. Adults,45-64 years
iv. Older Adults, 65 years and better
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Basea on the results of the assessment and iildustrv trenc�s it is recommended the Department re-
align existing progran�s and create new offerings to promote and support:
i. Effective communications with residents and marketing strategies that consider
product,positioning,place, price and targeted promotion.
ii. Positive youth development and strong families.
iii. Healthy lifestyles and wellness.
iv. Active lifestyles involving sports and fitness.
v. Events to celebrate community milestones, enhance community pride, encourage
sharing of cultural traditions and contribute to economic development.
vi. Fun and safe enjoyment of water activities.
vii. Personal enrichment�nd participatiop in hobbies, leisure pursuits, and self-help
lctivities.
viii. Sense of community and sti�ong neighborhood social connections.
ix. Appreciation of nature and participation in unique and adventurous outdoor
recreational activities.
x. Appreciation of fine arts, performing arts, dance and music.
xi. Preservation and interpretation of Dublin's culture and heritage.
Implementation of the strategic plan will require re-allocating some existing Department resources
to better align programs and operational procedures to support the seven broad strategies
identified in the plan. Additional resources such as staffing,contracted services, facilities, and
equipment may also be necessary to support the implementation of portions the plan. Based on
the City's existing process for allocation of new resources, it is recommended that implementation
of the strategic plan be folded into the City Council's annual Goals and Objectives Program.
It is recommended the Department create an annual report for the public showing its progress on
the implementation of the plan. T11e annual report should be made available in print and on the
web, as well as presente�i to the City Council anc� the Department's various Commissions and
Advisory Committees.
Although this is a ten-year plan, it is recommended the Department undertake a process every five
years to obtain feedback on how the Department is meeting citizen needs and provide data to
update the plan as needed.
� � 7
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�,rv�_�l�,�d���a��'tl.,��..o� r�j*:�,L�, ; `'�''�5i`o
This section provides an overview of the comnlwuty and how it has cllanged sulce the 2000
census. These changes can affect Departtnerit planning, programming a�nd management.
Accordii�g to thc Census, in 2000 Dublin had a total population 29,633 (includuzg group guarters
such as the cori•ectional Eacilitv). At the tin�e Dubli�l was the smallest Cit�� in the�['ri-Valley region,
including the peighborin�cities of San Rain�n anc� Pleasanto�z, as w�ll as Danville and Livermore.
Acc��rclinr; l�� ?1i0� C��(if��rni�7 L)r����irin��crlt�:>[ }��i�1��uE� estii,lat��,, l�til�lin's poptrl��tion has surged to
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4h,y34 (in��lta�iin�� �;rnu�E, ��trarters) vv�hi��V-r is a ��S�� u-�cre��e siilce �O�U.
�I'}ze gr�wtl� in po��ulation has dramatically changed tlle commuzuh�'s ��emogr�phics. One of the
key changes 11as reen the exp�ind°d di��ersily ��f races and ethnic backgro�unds within the
communitv. Accoraing to the 7990 Census, �Dublin's populatic�n was primarily blue collar and
Caucasian (70%). Ba�e�� rn� eslim�t�es for 2008 p�r°ovided l�v F�SP.1 Community Data, Caucasians now
,acc��unt f�>r�55"i� c�f the p���uL�ti��z1 (E?SR1 �wf�l:�sitel. F��oi�-r 200U to 2008, Durlin has become an
ir��reasingly diverse c;�rnmtrnit�'. In E�articular tl�le f'�.Siatz �n�i 1'a�'ific lslander population �;r�w
2,440 (7�%), wl�ile tlle �f-�is}�ani� population g�'ew b�� 2,830 (%1%) and AErican Americans l�y 918
(30%�). This �dded diversitv is valued bV��ie City and supports the Council's vision of Dublin
becoming, a distnlctive place in the region, highlighting culture, diversity and civic stewardship
to create a broad mosaic. This mosaic is enriched by tlie integrating of culhires,races and economic
diversity into neighborhoods-forming a cominon network that welcomes both residents and
businesses alike; supporting the efforts and achievements of all".
The population in 2000 had higher levels of educational attainment than in 1990. While in 1990
only 21% of tlle population had a colle�;e degree, bv 2000 Yhat had grown to 48%�. In fact�, the
nunlbcr ot resi��ents �vith c�ollehe des;r���s ,;r�,w bv ��vei� '7i"'� �lurins; tl�at�period, �n�hile tlle nutnber
oE resid�nts tllat l��ad s��l� lv ��tkain���_l �� hi�;h si•l�o�>l �iiplotn� �lew bv ��i�l�✓ 2.5°4, percerzi. ln a�ldition
d-�e per�cent��f tl�e po}��t7l�tion N�iat l��l�! ex�:c'utzti�e, m�rra�ement or professional occupations
increase�� Erorn 31°% in 1990, to 58.4% in 20(10, �vhich is highcr than the narional average of 27%.
'This has lead to increases in the rnedian 1lousehold income and per capita income. These changes
in educ��tional level, occu}?atiun an��incoine can lead to cl��nges in program demand and the
service aelivery neeas of the community.
Dublin is a relatively young City with a median age of 34.3 years in 2000, making it the youngest
population in the Tri-Valley, and beating the national average which is 36.4. The largest age group
in Dublin is those 35 to 44 years (22.8%), followed closely by those 25 to 34 years (21.3%).
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ESRI (ww�h�.esri_cc�m) has developed a marl<et segn�entation svstem classifying U.S.
rleighborizooc�s based on socioeconomic and deinographic co�mposition. This helps explaiYl
customer aive�sity, describes lifeslyles al�d life-st�ges, and incorporates other data such as
��emographic, business, and marlcet potential data. 'This helps profile customers, better understand
consumer•behavior, detern�iile the mosl successful custoiner niarkets and product mixes, and
reveal underserved iY�arkets. The following are the top three market segments in Dublin. This can
influence Departmerlt proaram plarnzing,marketing and se�vice delive�y options.
. "Entcrprising Pi°ofessi��nals"
i?r;ti ,�tij-�r,4tr+ r?�t�; li?t7Y�<t't� l� `?��i'tt' l�(> {jt7tt7`4,', t't(??(t�;;"t�'r', [('t7YititYt,j��71"(�dt'Stiti>7Zttjti, Yi�ifl"1 (7 7NC't�tttll I1t�t' k1�
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���II ���'r�Pr�rt�5 rz�rt� I'C -� 1�� �im� ilr (���rr<�Ir. �I�zrr�rJ rrs�� i,it� It�rt�xrtt�7t tr� fltl�l I�lr��ir rte��t�lt�t� or Ir.o��u°, trr��J, t�t`teir
it�.z����,f�tt?t�rzt�, rr,�rr! sJz����. 7�1rr�,l r>�t>?i tllc lut,�st r�le���r�o�rr�� �;rl�f�;ta[4, (:ci�,�i����nctiz>ilicrs �rtclr.iiG� �J<<yn,
�t?(IltJtiJ� �1'ltitj:'t'f'lltf� it)t?��-'itri, 1t���itll�g, yt�if:��T ftt t`�;t' 11l[t<"'�t'.`;, ftPl��ttj�t'],'t�ll't7 5�)t}J"�111�y t'(�L'7lfti. ��jlYSt'
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. 'Boomburb.s"
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• "Urban Chic"
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,'i����r� t��t����trtr��fif� ��r f�1 51r�1��, f�r��{t��t�,r iur�zc:t�rt���zz�tiz�nrts �ir:kr�Is, �l��fl�t�s, /lf��i�ers, ruttl b��t7�'S. `I'/ri�1�
ilrl:'�iY�'t�tit�t' i �7Ot""��t�tt�7 C?}�t�(�fj('f' Z(�ftili' 1'?'it(1�(1"tt'(; jttJ('h'(?," �jt'��(?�,�tt�T(',�"1i12t�f1}`I'ft'Y {�t? �ftif€'N� fP i'�fiSSICt7j
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E�t)�?I!7?td7�titt'� 'tt�����1, :-7(%t���'�.
� �
�'�r�CS ar�d Cc�mmaniEy Services Strltegic 1'lan
�E��� ���J�����.��
The primary purpose of the needs assessment was to provide a community-based assessment of
the recreation programs currently offered and recommendations for future programs that should
be designed and implemen�ed. Engaging residents in focus groups and conducting a statistically
valid survey provided a comprehensive comrnunity-based description of recreation program
issues, needs and recommendations. The expected outcorytes of the assessment were to:
• Assess satisfaction levels with the quality, quantity, and management of existing programs,
services,parl<s and facilities.
• Determine current resident usage leeels of programs and facilities and appropriateness of
when and where these services are offered.
• Iaentify the community's interest in the addition of future facilities.
• Identify future interests regarding the implementation of new programs and services that
meet the needs of the community and respond to new trends in the leisure services
induskry.
• Determine how effective the City of Dublin is at communicating its products and services
and disseminating relevant information to curi°ent and potential customers.
• Obtain general demog�'aphic characteristics of both ttsers and non-users, and idelltify
perceplions of the various zriarket segrnents �nd cultural/elhnic groups of Dubliii s
programs, parks and facilities.
• Identify what prohibits non-users from taking advantage of the City of Dublin's services,
and if they participate in other similar activilies not sponsored by the City of Dublin.
• Invesrigate how citizens wish to �use their discretionary time and how the City may provide
recreational opportunities that takes into account tlze economic and time constraints of the
communil��.
• Providc� residents the op}�ortunity to ofEei° suggestions, comments, and concerns about the
oppo��tunities provided to th�m by the Citv of Dublin.
i �9 0
}'�ir1c�r��jc� C'��snn;�irzikv �SC=so ic�es`s#f'at�.�ic I'lan
The first step in the needs assessment was to conduct 30 one-on-one interviews with a wide variety
of stakeholders including the Mayor and City Council Members; the Chairpersons of the
Department's Commissions and Advisory Committees; City of Dublin executive, supervisory and
line employees; Community Leadei�s such as the School District Superintendent and Chamber of
Commerce President; Dublin employers and citizens at large. The script was designed to gain an
understanding of the current and future needs of the city, as well as feedback on current programs,
services and facilities provided by the Parks and Community Services Department.
Methodology
City staff in collaboration with the National Research Center, Inc (NRC) developed an interview
script The City staff selected the interviewees, all stakeholders in the community, and NRC
conducted the telephone interviews. Interviewees were encouraged to provide honest feedback
and received assurance that thei.r responses would be completely confidential. Results were
analyzed using quantitative and qualitative techniques.
Key Findings
• Dubliri s Parks and Community Services Departnlent appears to be doing well in the eyes
of community stakcholc�crs.
• City of Dubluz �inployees, local employers and residents all spoke highly of the
Deparhnent, the staff, program offerings, Fesiivals, events and facilities.
• Perceived strengths included the variety of programs, auality facilities and park
maintenance, excellent custoiner seivice, and responsiveness to citizen input.
• Respoil��ents were generally unfamiliar with Dublin Parks and Community Services' efforts
to reach the "harder to reach" populations, especially people that speak languages other
thap English.
• Stakeliolders generally believea eEforts to reach t11e harder to reach populations may
become increasingly necessary as the community becomes more diverse.
Respondents consistently reported the parks and facilities were well-maintained, accessible and
clean. Activities and events were perceived as well organized with quality instruction offered at a
reasonable cost. It was generally reported that Dublin's recreation offerings were on par with the
private sector and neighboring communities. Several respondents indicated the Department has
developed strong partnerships, which provides quality instruction at a much lower cost than the
private sector.
Key Informants collectively described customer service as responsive. The recent addition of the
aog park, skate park and cricke�pitch were all mentioned as evidence of the Department's
responsiveness and willingness to expand facilities based on community input and need.
l 1"1
3':t 3°.'- ,. '!ti f' n..�,"it.�YY�'y`�';�f\1t�'=, "„'>�t'd�c`E;tC �'�.171
Areas of improvement often mentioned by interviewces included the need to add more facilities
and meeting space, and expand teen programming. Additional gym facilities and a ilew sports
park were desired. Many interviewees felt the exis�ing Dublin Swim Center was outda�ed and in
need of modernization.
In the area of arts and cultural opportunities, respondents reported that Dublin did not have as
much to offer as surrounding communities. Several respondents suggested that Dublin create its
own niche, some kind of arts and cultural opportunity not available in surrounding communities.
Half of the key informants felt it was important to make promotional materials available in
multiple languages.
, � i 1'
1'<����,:ar�cf C'c������t�aa�if}'`�e���ic�r� Str��tegpc 1'1ar�
The second step in the needs assessment process was conducting a mail-in survey. The purpose of
the survey was to understand resident perception of current and potential features of Dublin's
Parks and Community Services Department. The survey allowed residents to rate the quality of
life in Dub1u1, as well as parks and recreation amenities and sei•vice delivery. Respondents were
able to provide feedback on what parks and recreation services they would like to see offered in
the future, current leisure activities and general bari�iers to participation. The survey was created
using ideas genErated from the Key Informant Inte�views and City staff.
Methodology
Approximately 3,000 households within the City Iimits were selected to participate in the survey
usulg a s�i�atified, systematic sampling method on addresses within carrier routes. Attached
housulg trnits were over-sampled to compensate for detached housing unit residents' tendency to
retw�n surveys at a higher rate. An individual within each household was randomly selected to
complete the siuvey. Households received th�•ee n�ailings of the survey. Completed surveys were
collected for eight��eeks.
About 9% of the surveys were returned because the housing unit was vacant or the postal service
was unable to deliver the survey as addressed. Of the 2,726 eligible households, 452 completed the
survey, providing a response rate of 17%.
National Research Center, Inc. (N.P.C) maintains a database of comparative resident opinion data
comprised of perspectives gathered in citizen suiveys from approximately 500 jurisdictions whose
residents evaluated local government services. NRC quantitatively integrated the results of
Dublin's survey with those that others have conducted. This provided normative comparisons
when similar questions on the Dublin surve�� were included in NRCs database and there are at
least five other jurisdictions in which the queslion was asked.
Confidence Intervals
The mail-ui survey had a 95 percent contidence level, which is no greater than plus or minus five
percentage points around any given percent reported for the entire sample (452 completed
surveys). As part of the analysis, subgroups were defined, such as location of residence (east or
west of Dougherty Road). Other examples of subgroups created for analysis were respondent age
groups (18 to 34,35 to 54 and 55+) and primary language spoken in the household (English or a
non-English language).
Results for subgroups are less precise than for the total sample of the survey. For each specific
demographic subgroup the margin of error rises to as much as plus or ininus 15% for a sample size
of 44 (in smallest-households whose primary language was not English) to plus or minus 7% for
207 completed surveys (ullargest- residents living on the east side of Dublin).
� 13
i'tsrks z�aci C"c»�tn�i�nify'�:°�s ices�+trates�ic I'larY
Respondent Demographics
There were 452 households that participated in the mail-in survey. The largest group of
respondents were ages 25 to 34 (34%), followed by ages 35 to 44 (29%) then ages 45-54 (18%). It is
interesting to note that although those respondents of possible child rearing years made up 81% of
the sample, only about 20% have children or teens in the household. Approximately one in four
respondents was of the baby-boomer age, while 6% were 65 and older.
In regards to length of i°esic�ency,�5% of respondents had lived in Dublin five or less years,with
14°% of respondents moving here within the past year. On the otller end of the spectrum, 26% of
respondents had lived in Dublin for 11 or more years, For housing type,53% of respondents lived
in detached single family homes, while 47% lived in attached higher density units such as
apartments and condominiums. This higher percentage of attached housing is unique in the
suburban Tri-Valley region.
When asked about the total household income before taxes 27% of respondents earn$150,000 or
more, and 28% of respondents earn between$100,000 and $149,999. Another one-third of
respondents earned between$50,000 and $99,000, wllile 12% earned under $50,000.
The two major respondent races in the sample were White/European American/Caucasian (69%)
and Asian or Pacific Islander (26%). There were 4% of respondents indicating they are
Hispanic/Spanish/Latina In 91% of households, English is the primary language spoken. Other
languages include Cantonese, Mandarin,Spanish, and Tagalog.
A significant proportion of the respondents are working full time (71%) and part time (10%). Of
those who are not working 8`% are homemakers, 8% are retired, 2% are students, and 1% are
unemployed and looking for work. Only 13% of respondents worked in Dublin, and 6% work
from home.
Key Findings
QUALI'I'Y OF LIFE AND CITY SERVICES
Overall, residents were pleased with the community and the City's parks and recrearion offerings.
Quality of life ratings were positive and higher than average compared to comparative ratings for
other cities. Customer seivice and communications were also viewed favorably. Seven in 10 felt
the City's customer seivice was excellent or good, and two-thirds felt the City communicated
parks and recreation information effectively.
In general,respondents felt that Dublin should continue the current level of spending for each of
the services they were asked to rate, which may be attributable to resident satisfaction with City
services. There were two areas respondents were interested in expanding spending including
open space preservation, and park acquisition and development.
� � �l�
I'2rI<s and Con�z�2uniYy �e7vices Sfrate�ic Plau
EXISTING PARKS AND FACILITIES
Respondents were also asked to rate various recreation facilities. The quality of the parks and the
quality of the sports fields were rated higher than the national benchmark. The Dublin Senior
Center had the highest quality ratings, and received a higher rating than the average of other
communities across the country. The Dublin Public Library had the highest percentage of use by
respondents with 95% of respondents rating it as excellent or good.
The Dublin Swim Center received the lowest ratings, but was still considered excellent or good by
the majority of respondents. Residents in western Dublin were more likely to give positive quality
ratings to the Swim Center than those livuig in eastern Dublin.
FXIST'ING DEPAR'TMFNT PROGRAMS
Programs in which the most respondents had participated included the Summer Concert Series
(83), Winter Concert Series (83), Youth Sports Programs (62),Swim Lessons (60), and Heritage
Center Event/Program (42). Programs with the least amount of participation by respondents
included Shamrock Preschool (10),Student Union (10), Senior Center Lunch Program (14),Teen
Special Events (14) and Junior Wai•riors Youth Basketball (17). Therefore, when assessing the
quality ratings, it is important to consider the number of responc�ents providing that opinion.
For the pi�ograms with the most participation, there is a much higher ratio of good rather than
excellent responses. This indicates that although customers value existing programs and services,
there is still room for improvement, which could be tied back to customer expectations.
Programs that received the most favorable ratings included the Shamrock Preschool, Dublin
Heritage Center, Concert Series, Senior Center activities,trips and the lunch program.
The Dublin Swin�Center swimming lesson program had the highest percentage of respondents
(12%) i°ating the program as poor. However, the swim lesson program was rated as excellent or
good by 63% of those who had taken lessons during the past twelve months.
FU"I'URE PARK AMENI7'Y PRIORITIES
Respondents' top priority for park amenities was multiple-use trails, with 89% indicating trails are
"essential" or "very important." This was consistent across subgroups, including different ages
and geographic location of residence in Dublin. Other top priorities for park amenities included
passive areas such as lakes and open space meadows, lighted sports fields, group picnic areas and
shade structures. The least important park amenities included cricket fields,lacrosse fields,bocce
ball courts and vollevball courts.
� ! 15
Pai��c�z i�c� Con�x�tzn�it��Serviee� �'>ts�ate�ic I'1a��
F'UTURE FACILITY PRiORI'CIES
At least half of the respondents indicet�d that a gymizasiu�i, outdoor water park, conlmunity
the�ti•e or a social I�i�l[/ rental space wer� "esseiitial" or "��ry inlportant." The least important
facilities among respondents were a caEe/juice bar, indoor running track, rock climbing wall and
a��z�E sr�,a��.
Respondents were also aske�� to inciic�te t11ei�° top three pricrities for facilities. A titness center
with exel�cise and weight machines, a �;�rrle roorn, a comnlulzity thealre and an outdoor watei•park
were most fr�quentiv rated as a rlumher one prio7�ity. Residerits Iivnlg i11 western Dublin were
mo��e likelv to give a higl�er irnportance rat�in�; to ,� c<�mn�unity theatre.
CURREN"I' RECREATIONAL HAI3ITS OF IZFSPONDENTS
The �ctivities in which residents alrea�iv most fre�uently participate in at a City of Dublin park or
facility rather than anotl�er faciliry include hiking/walking (66%) and ruruling; (40%). It is likely
the high level of participation in hiking�walking and rltnning is why residents place sucll high
value on multi-use trails.
Fitr�ess training such exercise classes and weight training wcre more likely to have been done at a
private facility tl1�n at either a City of Dublin facility oi° other public facility. This is likely because
�here are no mui�icipal fiMess/�n�ellness centers in the Tri-Valley. However, developing a fit�less
center was rankea by tl�e.highest rnrmber of respondents as a number one priority.
Another key finding was that attending a plav or concert, touring a museum or historic site, and
visiting an art galleYy or exlzibitio�z was aone more frE�quently at other public facilities ratller than
those opei�ated by thc Citv of Dublin. This correlates to the low priority ranking for an art gallery
Eacility, as these needs are being nlet elsewhere. Howevei• a community theahe is considered
essential or verv important b�� 52°�� of resp�ndenYs.
ESSL'N1'IAI. CLASSES AI�(I� ACT1V�'I�IES
Respondents were asked to rate the classes a�nd activities that were most essential for the
Department to offer. TIZe are� rated as the most essential or very importanfi was cultural festivals
and events (56%). This was followed by adventure trips�outdoor recreation (54%),
science/matll/engineering classes (47%), student academic tutoruzg (47%), nutrition/weight loss
training (47%), cool<u1g classes and culinary events (44%),hobby/special interest and social chibs
(44%), and nature programs (43%).
Programs deemed as least essential and rated by the greatest number of respondents as not at all
important incluae synchronized swimming (74%), cricket (73%),lacrosse (69%), flag football (62%),
and water polo (60%).
When comparing responses by location, residents on the eastern side of the City placed higher
importance on activities such as adult soccer, cricket, cycling/spin classes, foreign language
classes, cultural festivals/events, and music lessons. This may be due to the higher level of diverse
; � 7 f�
j +s;:i f�,S :_�,i;�.{�i"'U�t��V"xE:#� 1t4'-s`s{i'<l1[�.4',�1.0 ��ji't17
races and ethnic backgrounds in eastern Dublin. The higher demand for festivals may be due to
the higher proportion of new residents living in eastern Dublin, ��ho may be moving to the
community seeking these types of events that create a sense of community and help them make
connections to others in the City.
REASONS FOR NON-PARTICIPATION
Respondents were asked to indicate the frequency of use in the past twelve months of various City
programs and facilities. Far households that are not using City facilities or programs, most
i�espondents (48%) indicated they are too busy and do not have enough time. This may correlate to
the fact that 71% of respondents are working full-time, and 31% are commuting at least 30 minutes
each way. In addidon 33% of respondents indicated the days or times of activities are
inconvenient, which underscores the challenge of providing programs for dual career households.
When askea about scheduling preferences, 70% of respondents indicated that Sahirday mornings
�n�ere the nlost convenient to participate in a class or activity. T11is was followed by Saturday
afternoon (68%) and weekday everiings (67%).
There were 42%> of respondents indicating they never participate in any of these types of activities
or facilities, even outside of Dublin. This means that it is likely over 40% of residents will never be
customers of the Department.
CUSTOMER EXPECTATIONS
Respondents were asked about their top expectations for Department programs. Essential
program characteristics included quality of instruction/teaching,having fun, safety, cleanliness of
facility and competitive price. It is interesting to note that quality instruction is more important
than competitivc price. This may indicate that customers would be willing to pay more for higher
quality. Ot11er important customer expectations included flexible scheduling and the ability to
drop in, ease of registration and responsive customer seivice. The least important expectation was
�vailability of private lessons;however 67% still valued individ�ualized attention from the
instructor.
INFORMA'1'ION SOURCES
Residents were asked which sources of information they were most likely to use for information
and parks, recreation and cultural arts activities provided by the City. Three in five respondents
were very likely to get their information from the quarterly edition of"The Guide",while 90%
indicated they were very likely or somewhat likely to use The Guide. Other popular methods
included direct mail (78%), City of Dublin website (74%), and the DublinRecGuide.com website
(66%). The least likely sources included Community Television (22%), other television stations
(24%), flyers from schools (34%), and SFGate.com/BayInsider.com and other what-to-do websites
(34%).
;, :� � ���� � 77
Park�;a�i<3 Conantunity SEn�icts Strate�;ic PIa�Y
While the mail-in survey provides a glimpse at what residents think about parks and community
services, it does not explain��hy theV think it. Three focus groups made up the next stage of the
needs assessment to gain a better understanding of residents' reasons behind their ratings and
priorities. Other outcomes were to understand more fully the types of activities in which people
participated; the types of programs and facilities residents would like to see in Dublin, the factors
influencing people's decisions to participate and sources of residents' information about parks and
recreation u1 Dublin.
Methodology
Three res�dent g�roups were i�acniified�s target p�rticipai�fs for the t111•ee focus groups. The first
�oup was composed of resicie�-its who lived arounc� Brav Commons Park and wei°e between the
ages of 25 a�1d 40. 'This group was selecte�� to assess thc i-ieeds of tl�ose living in higher density
housing. The second group carltained p�r�r�ts who were new custonlers with the Parks and
Commtrnity Services Departmer-�t si��ce JanLrary 200i. The final focus group was dedica�ed to
aaults between the ages of 45 and 60, referred to as "Boomers" in this report.
Residents living near the Bray Commons Park neighborhood were maileci postcards to alert them
to the upcoming focus group. Additionally, flyers �vere posted throughout the neighborhood,
focusing on high visibility areas, such as grouped mailboxes at apartment complexes. The Boomer
group, consisting of adults who were between 45 and 60 vears of age, was recruited through flyers
postec� around the city, at community� centers, and through an advertisement in the City's
quarterly activity guide. Approximately "125 parents were randon�ly selected fi•om a database oE
new customers. Participants for the parent focus group were recruited through email.
Residents could call or email to schedule participation in the focus groups. Focus groups were
scheduled for approximately 90 minutes each and a thank you gift of$40 was given to each
participant. NRC worked with City staff to develop three focus group scripts. The focus group
scripts shared many common themes with a few unique questions and probes designed for each
group. The Bray Commons Park group had four participants, the Boomer group had 12
participants and the Parent group had five. Participation was less than anticipated due to several
no-shows. Groups were lead by a facilitator; and all groups were audio recorded and later
transcribed. The transcripts were then analyzed qualitatively.
Key Findings
Tlze focus �•oups were asked about thc types of recreational activities they participate in,including
tllose provided by the City, by private conlpanies or activities they did on rheir own. Adults in all
three groups currently participate in wall;i�zg, rwlning, biking, basketball, softball, yoga, tennis
and weight lifting. Children pa�'ticip�ted in soccer, dance,basketball,judo, Spanish classes and
swimming�.
��
T'aar�<�,<t.::a C'��xl�nitrr��t� `,i�:��iee;�4t��7E€:g;ic I'laz.t
There were some perceived barriers to participation in Department activities identified by d1e
� fc�cus �rroltp�. Cc�St�vas �ii����uss���d b�- h��tl� ti��r� �C3;.x��ri���c�i�ti �ar�_� Pareni�s gri�ups. There �n�ere some oE
1�11t' >i�;:n�li�r�. Li�t_tL (.�lf. !fir� C_[f4' �ti L��i+.�i, ., . � � �c ... � •.}���'<< .. . � ,. , . ' }
1 �� Ll .� �� _ ;t-,��r� �,l�fcrcd b�,� fl�e �?r�ivat��
, ,'�:i`, r� ��ili�. ���. ����I, i:, .��I i)I�1C 'C ��l�t)Lt �� „��� �.I :1� :: l ,.�C`�, ���i.'1t-'!! .�F ���1..i1�C C'ili�Lii:.� A�,'C'Y�` 11?(1,"C
t`.:��i'I!..!'.'l' 1f1��1�11.�1�' .�tl' .
i _�-�1'i�il�' .v,� , �.il �?`,�1,.'�_ �.'.? .��.��!l�l�?��IUCf(; �:,! .,.I �,'1?: . L I�.�?�; 1�.�)��11;.. �.l�ll�l.� 1�,1�'llf1C)il.'<I l�.C��ll�l )C
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.
��.li�it' 1 �I(1'i�'1 �.t�il:���i�U:l l��(�.:�i�'! �fC'11' ��111 �l�il!�!: 11 ��::�� I�'�.'�1��I1 .}�i'1IZ';'� ��: ��CL':':"Ilillt�ll�IC11� \icl� i�`:�t= i)� :lf?
. . . . �. .
1SiU(' tlldll Cl)�t�. ��cll'�1C1�7�allt�i SU���t'S�t'Cj �i111111<.T j�l'v�;lilll'!S �Ci �It \�-i�l�l �WCll�l< SC�ZEC�UlE6� c171Cj
cooi-dinate parents' �7rogra�n� so tl�tal correspoi�ding �kids' activities �u�e held at the sanle time.
Niost partici�ants i�1 all p;roups wanted additional wcllness activities unrelated to exercise,such as
cuc�kin�, ir�editation, mas5a�;c, �;al'�lening ��nd 1E�cCt�res, NCost Bool�c�rs preferred l-o bc active in �he
m��rning, notin� that tl�e tem���r�tLi��e is too 11�t latei°in tlle ci�y to etzjoy outdoor activities.
For parents oE school aged children, having childcare available, especially during the summer was
important. Currentiv most of the camps offered arc oi21v half-d�y�rograms which dori t meet the
necds of workin� housellolds. Onc pa�°ticipant n�entioned a }�roblenl with classes being cancelled
on a re�ular basis due to lack of enrolLment. ,q7�other��articipant mentioned safety and the need to
provide responsiblt�� adult supervision for the afrer school recY�eation program.
Location was an impoi°tant factor in deciding lo participate in par�ks and recreation activities. For
some, east to west t�•avel seems difficult. For others,neighborhood proximity was inost important.
Some still felt Dublin was small enougl� to get around fo�� �°ecreational classes aild activities.
Nearlv all focus group participants knew about or had attEnaed the St. Patrick's Day and Day on
the Glen festivals. Residents appreciated the entertainment and wide variety of activities. There
was a percep�ion by some focus group participants that there was not enough parking available for
the St. Pat��ick's Day �estival. Participa�zts ha�i attended several festivals and activities in other
cities, including sunlmer concerts, an�tique Eairs, street Festivals and farmer's marke�s.
When discussing new recreation facilities and where to deliver services, most Boomers were in
favor of a single, upscale facility, centrally-located with state-of-the-art amenities. On the other
hana, residents in the other ttivo g�roups would prefer havin�programs and facilities scattered_
tliroughout Dublin with basic amenities, such as bathrooms,lighking and competent instructors.
Some residents noted that the new Shannon Community Center will be more convenient for those
living in western Dublin. Boomers preferred the Shannon Community Center to the Senior Center,
as there seemed to be a stigma associated with the word"senior," and it was unclear as to which
programs at the Senior Center were for tl�e general public as opposed to the senior population.
When classes were for the general public but offered at the Senior Center, extra effort should be
taken to let evervone know that the class is not age restricted.
� �� j �9
'<17'�i� ;:t� t;.�e P}?�iLfTat��' �",ti'it � i C:yiS`ci�{'-��I� ���4'1T
f��i- r�creation inf�ormation a majority c�1 thc p�rkicipal�ts used '1'h� ��;t�irfc and felt il was an
extreinely useful tool. It was considered easy to read, well-organized and focused. The City's
website was mentioned by many otliers. Other sources included local newspapers, newsletters,
word-of-mouth, the library and the Senior Center.
At the end of each focus group meeting, participants were asked to name one thing, regardless of
cost that Dublin nlust have. Followin�is a sumrrtary of the r��sponses.
Boomers Parents Adults by Bray
Commons
■ n single, upscale facility ■ Telephone registration ■ A Labyrinth
■ Olytnpic pool ■ Better supervision ■ Racquetball courts
■ Farmer's market ■ Full-day schedules during ■ A bigger dog park,separate
New location for the St. Patrick's Day sunlmer from the playgrounds
• festival ■ More structured programs ■ Trails for people with
More parking for activities and (i.e., playing soccer games disabilities
� festivals instead of just tl�e kicl<ing [3etter ligl�ting around the
ba11) � city
■ Cultural center that includes a stage
for plays aild theater ' 7'imiilg ot classes (i.e., to
facilitate parent-child
■ Transit-oriented development sclledule coordination)
■ Diffcrent cancellation
policies
� 2{)
I'�rS�s and C"oinmc�nit}'Seivices SErategic Plan
����� �i�� R��.��}���{�� ����,��_��i �t` ����� ����.°1`P ���
���=r��'��_����"�; �:C'�..�� �_'� ;�;�
The Citv has aaopted several docunlents that guide the development of parks, tr�ails, open space,
and community E�cilities. These plai�s nlclude thc General Plan, Eastern Dublin Specific Plan,
Parks and Recreation 1�laster Plan, Citywic�e Bikewavs IVlaster Plan, Heritage and Cultural Arts
Long Range Plan, Emerald Glen Park Master Pl�n, Fallon Sports Park Master Plan, and the
I-�istoric Park Master Plan. Following is a sumnlary of the existing parks and community facilities,
those planned for development over the next fiv�years, and those planned for the eventual build-
out of the City to the estimated population of 71,000 residents.
Thc City's current park system includes 122 acres of open space areas, l6 City parks and six School
parks totaling 165.9 acres. At the build-out of the City the total amount of developed park land
will increase to over 360 acres. Implementation of the Eastern Dublin Specific Plan and Parks and
Recreation Master Plan will significantly increase the amount of public and privately held open
space.
The Parks and Con�munity Services Department manages park planning, development and
operations. The Piiblic Works Department coordinates park maintenance. Several desuable
features of the park syst�m include new playground equipment that meets safety and accessibility
j�equirements, group pienic areas, a skatc park, numerous soccer fields and baseball diamonds, a
cricket fiel��t, concession stands, lighted t��nnis and basl:et��all courts, a�nd two parks with areas for
dogs to run off leasl7.
I�uring the next five years the Dep�rtnient�n�ill be� pl�nning for the opening of the following parks:
■ Dublin Historic Park- Phase �I
■ Fallon Sports Park - Phase 1
■ Schaefer Ranch N�eigllborhoocl Park
■ Passatempo Neighborhood Park
■ Eastern Dublin Planning Area Neighborhood Park
■ Wallis Panch Pai•k
Development of these new parks and others planned for eastern Dublin��ill be dependent on pace
of development and collection of park development impact fees. Based on the Parks and
IZecreation Master Plan there will be two more community parks, nine more neighborhood parks,
and three neighborhood squares. Acc�uisition and development of the Western Hills Regional
Park and Open Space is planned in partnership with the East Bay Regional Park District. The
timing of acquisition of this large swath of acreage is dependent on the interest in the land owners
to sell the property, or provide access via an easement.
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The Parks and Community Services Department currently inanages the operations of sevel�al
community facilities including:
■ Dublin Civic Center Regional Meeting Room
■ Dublin Herita ge Center
■ Dublin Public Library Community Room
■ Dublin Senior Center
■ Dublin Swim Center
■ Emerald Glen Activitv Center
■ Stager Community GS�mnasium(in partnership with Dublin Unified School Dist��ict)
In ac�dition to providing programs and services at these City Eacilities,the Department also utilizes
School Dishict facilities to deliver programs and services, and coordulates scheduling of
communiiv use of Scllool Distlic�facilities and fields.
I3ased on the 2008-2013 Capital Improvement Prog��am, t11e following City facilities will be
developed during the next five ��ears:
■ Shannon Commimity Center
■ Kolb P.attch House a�1d Barn
■ Emeral�� Glen Recreation and Aquatic Complex
According to the Parks and Recreatioil Mastcr Plan other facilities needed to serve the recreational
and cultural needs of the City at build-out include:
■ Emerald Glen Community Center
■ Cultural and Performing Arts Center
The City plans to use development impact fees to fund the construction of the Emerald Glen
Communiry Center. A funding source has not been identified for the Cultural and Performing
Arts Center.
The School District is using bond funds and development impact fees to renovate existing schools
and construct new schools in eastern Dublin. Although the School Dishict's primary purpose is
education, the District views these as communiry facilities. This may provide opportunities for
joint-use projects between the City and School District.
� � n�
I'.ar��c�.�z��1 C"c�ia���lunit�� 5���•ti�i���, �ta�ategie 1']a�t
During the past few years there has been a noticeable expansion in the number of private
providers of recreational programs in Dublin and�Zeighboring market areas. The Department
part�zers with some of tlzese com}�anies to provide classes such as Dublin Iceland, Earl Anthony's
L�l'll��lll ��i��1'f, 1711�:'1?:i r�:�ll�'�t �l R._,U t � �C��I_!� ,, r'!i�4i� �_�li��ttl`; ::li�t',� ir?f�'.' �,��tlS7,. �CLI��lCi �)C�l:'I' r71'!V'cl�C'
, .
1'C'Cl't��1C1C.)]1,11 �71'OV1(��]'; i_liCt"C'1�.��� . �'1'Vi[t�� tl�tC' ��t_;f�fli! IlZF11'�l.',t 11;C'IU�jP l�if_' :�CYII'1'1Cii71 `.��1'l1Tl i�CaC�I;CYl�'
(in��oc�r s�n�in� letis��n facilit���), pri�;�ate c��l�ana ��lri��,s �n�j puuls, childre.n's entertainrncnt/}�arl��
v��nl.ies, in��rtial arls afici �:��nce st<<ciios, ar�ta Sever��l V1�.��711h ;.It�b� in;�luding Fit��ess 2001i, 24 Hoti�•
T'itness, and Clu.b Sport Pleasantol�.
I'here are a varieiv of� home-based anc3 commercialLV o}�er_ated child care f�cilit�ies in Dublir�.
However demand continues to ��e moi�e than the available supply of spaces. Tlus includes the
�Extendeci Dav Chila Ca��e (EUCC) pt�ogi'�m �vhicli i� l�cared on eacl-� elementary school camptis
and provides before and after school care.
l�t is anticipated the increase of privaYe recreation providers �vill co�ltii�ue in the future. Club Sport
will be devel�ping a health club as pa��t of the Gr�ftun Square development. Other recl�eational
facilities havc l�ecn �rop��sed f�r the possiblc Towers developinel�t ak Tassajara and Interstate 580.
�11�iE� I-l�_alCl� La�� in<iustrt als,� ti��; ii�it� �.,,.;t ur dc��i�l�,��7ii!�; I�����pi���ls <�i�d r�i��dical f�cilitics in Dublin.
1<�iser h�s purcl-���5�.c1 a IarKE �,arcel a��ja:'ent to intei�s'tate 58U,just east of'�1�'�ssajara. 'I'here is also
the potentia� E��r anofh��r h��spital adjacenr to the Pal�� Alto Me�lical Foundati��n. These facilities
could provide aaditional opp�n'ttinities for part�lerships o»heal�h and wellness}�rograms.
� �� I 23
;����_. .� �.�.� ,��3it`-.t.�lit�s' 'ii��t�t t 'e�s .`;ii'ati'�iC. �'�i1��
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r< " .,, .�_; � :i I �`_��.�3 4 . . ��i t ', '. , 4 . �$± ,i ., .. S _�
f'ollo�ving th� c�oinpLetion of tlle Needs Assessmer�t, a ccrosuttant was retained to conauct a
Department Staff Ketreal to revicw the assessment results, discirss the vision of community and
Parks and Communiry Services in 2018, and identify strategies tor achieving�hat vision. The
results of the assessment, staff insights, ana empirical research were used to develop seven broad
strategies to guide the provision of programs and services,which are as follows:
STRATEGY#1 Develop unique,aesthetically appealing parks and facilities that provide
flexible spaces and safe environments to recreate.
STRATEGY#2 Promote and support environmental stewardship and protect environmental
resources.
STRATEGY#3 Impleinent prograins that are popular with the core customer market
se�;ments znd are responsive io conu�nunity and industry trends.
STRATEGY#4 Position programs and service deliveiy to be uni��ue,coinpetitive and
responsive to customcr needs and expectat�ons.
STRATTGY#5 Peduce barriers to participation in Department pi�ograms and services.
STRATEGY #6 Maximiz��effectiveness of corilmunication with existing ai�d potential
I customers.
�� STRATTCY #7 C;reaY�social eonnections anc�! strong sense of commui�it��withi�i
�I
n��i�hborh�,<�ds.
I,
�— -------------------- --
Ai1 ovcrview o1 these recommended strategies and goals are covered in the following pages.
� � 2�
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��. Support��ppc�rhzniti�s to cle��elop trails an�1 passive parl< aY1��niti�s, and when feasi�blc
���rovide pub)ic access to privat��ly 17e1d�pe>> space areas.
b. I��ncotn���e use <�f �arl<s for Iih�ess an�� pro��ide pal:l�ways, trails and exercise equipment
�-�>hr,re Ec�asiblc.
�. Provid�liy;lztin�T tor outc�oor park 1a� rlit�et;wher� appro}�riace t�o expanc� �ccess and t7se.
�I. P�r-���v��1e t;1�ou��� picz�ic are�is fc�r reill�] b,,,� the corru�7�rriit��.
��. Incc���,��n���it�� sh��cic str��;,uri��� irlro ,�xi5iin�; ��n�_� i�e�-v �F7�rl:s.
f. Ct,�r:iinue to i;r�E:�l��it7c�nt 1'�:u�ks and Re��rc�ti�,n MaSf���r l�(an to enaure the }�rc�p�r balance of
����oct.s fit�[��s, �rl�i recreation f�c�ili�l���_� t�> meel t1�e needs t,f ti7c� comn�iinitti� al build-��ut.
��;. l,c,n�r>lt�te �:��>,���tru�_iio�1 0l tl�ie �11:;i;r�c�r� C_'��r,��rrrur�ity Ct�vtc�� .�i�ci pl�.��� i�or tlie r��-t�se ol tl�e
(�:rnrr��l�i C;l;�n ��i't��.�itv � �_n';�'.
�1. 1)CVl'�Ci�� t��lt' l7L[���111 ���I`;101.�C ��NI'I< <'ll`.Ci 1'21U<':l�C ��lc l��llti(i'i.7i' kU���� ?'�l:Cl�'}l ���Ll]�1�1114�5 f�0 t�1(_' Slt(_'.
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I. i�t'.A't'IU�:� :l St.li�'-C',{� ��lll'-iif'i �'P(:It�7i.1OCl iil�l�l :�l�lY�l?�lc ��Ol�l�%�t'X ��t .�:�!11E:T'��1� �.:��1'll ��ili"� Wl��l COi'C
f(117�1ITl�l!ll!l`,-� il�lll�iill�l:'�; lll�'�U111Y�1' �t ,�,����7�1111�.1�'�Ililll, liUf:C�I)<tit' 171S11'UCl'iC1RH� ��Oi)� �Vlt�l I��cliCl' �?�l]'1C
IF'i�l�ll!"t'��� C'l)I1'i'��t'fl��l,l� `il��'ll`:�illlll�� ��l7Ul; ii:l�� ��i'?;11`)�;' ;���li'(';� il'I!�I;�t��'�' USl'C� t0 i3CC'C�(?1TIlOt�rlt�. �d
}?;�lYllt �(��1!?l�' _, Cirl-! �q`> C��l1l�yTli�'�1"_�, -:1('1'(r��IC`'; fl;lil'5ti 11��.C� 1'�'�'�Illi'Sti .'��itiSP;, E���t���'SICf171�� �?ll"��llj���'
�
�lill'CI 1Clltd�S; 'd'Ii�� �Cl�iC1� ����b�r�,� ���P <'(:;tiC:`��'S101�F�;.
�. }'.`,'�1�Ut1�2 1lC't'C� �U l!('V��;���1 �l Lll��i.11'c!I �� (�[1tE�.T �.11't�� 1 �1�'�1i1'i'
k. Pl��t-i fi>r the ��ris!,i7in�; rer7�:���ntion an;.� mt�;_�e�nization of exi5ting parks an� f�cilil�ies, and
i�ienLii�y Eun�lin4; so��rces t�� rri��l:r� imp7�o�vemel�rs.
L R1c+nitor opp��rtunir.ies lhat would L7e �benefici7l f�c�e the C'iiy to d_evelop ancj�or o�perate
f�icilities in p�u�h��_r.,l�ip v�itli oth��r �_,t7�blic or pr�iv��fe orf;a:iizations.
1}"lt' 1'CSll�f.`i (�f t�1C? IlE'l!CjS clSSt7`'il�lF?ll� C�E'�11"��% 111Ci7('cl�E' t�l�1l:l'E`SIC�E'llt.`i �ITE'. lll�l']"CSt.E:(j lll r�lE.'
develi���rnenl o(� },a�l:�, opc�7�s��a��c� a�ici r�cr�,al�ion Iacilities. Accordill�r to f�11e National TZese�u'ch
C��nter, i��hi,� is sinzil�ar to ,�atic��,�ti-i�3�� t,�enc(s E<>r sirnilnr co�zur,unilie�s. 'l'h�� results of the m��il-in
, r;� � , , � , 1 � ,
survcy ���]-�irl� <«m�iri�titr�.;�,� res��_ic�nts pia._� [ti�,l� ��l�t� o�, i��iu(t;�lc use i�r�i�i.s, a7��� �31ssi��c par<
ameiuties such as lal<es, meadows and open s}�are areas. `I�hiS str�te�;y and related goais will help
support the City Council's Strategy #4 to create an open space network that ensures environmental
protection an�� provides public access where appropriate. It also supports City Council Strategic
Goal #4B to create open space connections and trails where appropriate; #3B to ensure a wide
��ange of tr�ailsportation options for the communitv; and, #4C to implement the open space policies
of the Eastern Dublin General P1�1 Amendment and Specific Plan.
I `'�
I'arks a�YCi C;ammunitp�erv'sces 5trategic Plan
Parks need to be planned and managed for the intersecting goals of preservation, recreation,
education, and economic development and revitalization (Bray, 1994). Parks play an integral part
in the development of positive social values among residents. Residents' interest in group piciuc
areas serves as a method to stimulate socializa�ion and outdoor recreation. Cultural parks such as
the Dublin Historic Park become a vehicle for slzaring cultural heritage and telling the story of the
City for future generations (Bray, 1994). Development of the Historic Park will also help
accomplish Council Strategic Goal #6A to expand and enhance the Dublin Historic Park.
Additionally, parks contribute positively to economic vitality. In particular studies have shown
that prices of high density units such as condos and townhomes increase with additional
proximity to parks (Dehring and Dunse, 2006). However there are generally no price effects from
park proximity for lower density housing, suggesting the City should consider the scale and
density of surrounding development when planning the locations of future parks and open space
areas (Dehring and Dunse, 2006).
Accoraing to the mail in survey provision of shade in parks is considered essential or very
important by two-thirds of respondents. This is congruent with a growing national hend for of
people who will do almost anything and spend large amounts of money to protect themselves
fi°om the sun (O'Sullivan, 2008).
Residents are also seeking indoor facilities where they can develop and support active and healthy
lifestyles, celebrate special occasions, and enjoy performing arts. As a developing city, Dublin has
an opportunity to use state-of-the-art design and construction to create unique and sustainable
facilities. This strategy and related goals help support City Council Str�ategy #6 to develop
dynamic community facilities that provide unique recreational and cultural experiences in the
region. It also supports City Council Strategic Goal #6B to develop a state-of-the-art Recreation
and Aquatic Complex.
Selection of highly qualified architectural teams will be critical to effectively seize this opportunity.
Facilities that are poorly planned, designed, or constructed may limit the programs that can be
offered; make tlze facility harder to operate, maintain, and supervise; and significantly increase the
exposure to risk (Seidler, 2006). Cominunities are begiiuling to use public buildings in more ways
than their original designers intended (Pierce, 1996). Therefore it will be important that future
facilities are designed with Elexible spaces that can be adapted to changes over time.
The st�ategic goals reflect the park and facility development projects currently in process, and
those outlined in various City planivng documents Eor the future. These ulclude the Shannon
Community Center, Emerald Glen Recreation and Aquatic Center, Dublin Historic Park,Fallon
Sports Park and various neighborhood parks and squares.
Another facility identified in the needs assessment as a high priority was a community theater.
Cw�rently the City does not have funding for this project, and it is not anticipated to begin in the
next ten years. With the opening of the Shannon Community Center and the Barn at the Dublin
i ?6
;
i'<�rl<�,<:s�;� C"c�zztrtaunity Se�vices Str��te.�;'sc Platr
Historic Park, the Department will have opportunities to expand City operated performing arts
classes and programs. Within the next five years the School District will also be constructing a
new theatei° at Dublin High School, which may provide community theater groups with another
venue to host performances.
E> � � �7
,
I'�arfir,�r��i f'c�mn�txn�to'`����vice�: 4ir�ttc°�ic Pl�g�
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''7"C)illt�t, it'i;f 4r��;i7f�f£ ( 'it('l�"€�177ltPiI�til 5ft'(t'fti`r,a,�;llf�' (itllt x�;t"('<<'t:� iiftlttt"ttt J"t'SOtll"t�t'5.
a. Closely monitor opportunities to acquire and presetve open space.
b. Implement the City's Green Building Ordinance in relation to facility development.
c. Expand use of renewable energy sources.
d. Model best practices in how to best manage facilities and programs in areas such as waste
reduction, recycling, water and energy conservation, indoor air quality, green cleaning
practices and environmentally friendly supply and equipment requisition.
e. Support implementation of the City's Bikeways Master Plan.
f. Facilitate carpooling to city sponsored programs, classes and events.
g. Facilitate learning about the environment and invite the public to be active participants in
ste�n�ardship programs.
Sustainability is becoming the prominent social and economic movement of the decade. "Meeting
the needs of the present without compromising the ability of future generations to meet their own
needs" will permeate eveiy aspect of resid�pt lifestyles,business infrastructures, and other societal
constituencies (French, 2008). According to research by Nielsen, across all American demographic
segments there is a common ctitlhiral l�elief that government needs to adopt long-term plans fo�°
sustainabilitv (French, 2008). Lots of companies have become green-oriented leading consumers to
become more skeptical and demand proof that a company is actively reducing its carbon foot
print. This could lead to questions from Department customers about the content of foods served
at camp, recycling at events, and air quality in recreation facilities (O'Sullivan, 2008).
Conservation and renewable resources should be carefully evaluated for all park and recreation
facility development. As sustainability continues to move into the mainstream, the incremental
cost difference of a premium green facility is now minimal (Carels, 2008). Many green facilities
actually aeliver long-term savings due to reduced eneigy consumption and operating costs; green
schools can save $100,000 per year on average (Carels, 2008). The end result is that the additional
up front capital outlay for a green component will often pay for itself sooper. Other benefits
include reduced operating and maintenance costs, reciuced energy and water use, reduced
pollution and reduced landfill waste (Carels, 2008).
Another area for focus should be efficient use of water. Increasing population and changing
climate conditions are creating water shortages (Halal, 2006). The State of California is trying to
aetermine how to renovate and expand the water system, and is even building 13 desalination
plants. However expansion alone will not be enough to ensure an adequate water supply. This
should be considered for park and facility design, as well as operations.
� _ � 2£3
i'. r�,�.,;t�:�i (��;tt�t+tttx�+i#�' �d[rrY.�itc�� ;�ir.�l.es�iC' !'SG�t�
Solar is becoming one of the most viable and eFfectiv� sot�rces of 7•enewable energy. It is also the
most applicable to park and facilitv development What is boosting solar as an effective source is
the use of new l�ybrid photovoltaic and thermal solar systems, which create electricity and heat for
air and water. This could provide recreation bttildings wifih hot water or air depending on the
season and the building temperature (Tripanagnostopoulos, 2007). However effective cost benefit
analysis should be done for any proposed solar project. If determined feasible, yet capital outlay is
a problem, the City should research other options for acquisition and installation of solar
equipment. At a minimum, when designing new parks and facilities infrastructure should be
included for future expansion of solar to shuctures that have conspicuous spaces that would be
effective for collecting solar power. �
The Department can help protect the environment in many simple low cost ways by implementing
the best practices of other puUlic agencies. A thorough review of organizational policies and
practices could identify areas that need further research. Another way the Department can help
protect the environment is by reducing vehicular trips to programs, classes and events. Goals to
support this strategy include partnering with public transit for events, supporting the
implementation of the Bikeways Master Plan to develop trail connections to parks and faciliries,
and establishing a means to facilitate carpooling by program participants.
Another way to support environmental stewardship is to make equipment readily available at
parks and facilities for residents who want to try new recreational activities. The Department
could rent or loan recreation equipment so residents don't have to buy mare stuff to store in over-
crowded closets and garages (O'Sullivan, 2008).
� �<� �9
jti'j17t'7111'7)�� �±7t'�y7"ttl�fi> f:�tt7(� 11;�"e' �"1t7j)ifIR1 tt'I���F ��17C' CtP)`;' �ItSit�711PY tJltlf��it'� St'r�'t71E'I7tS t71t(� tlYE' Yt'!���(�115l�Z't'
it� '��C}i7i7t1I��`ifi"P tl,'I!i' ttt;�Ll�tYII I�d7'r"ttl>.
a. Proinote and support programs lhat meet the specific needs of the following market
segznents:
i. Families with children
ii. Adults, 25-44 years, without children
iii. Boomer Adults,45-64 years
iv. Older Adults, 65 years and better
b. Re-align existing programs and create new offerings to promote and support:
i. Effective communications with residents and marketing shategies that
consider product, positioning, place,price and targeted promotion.
ii. Positivi�youth development and strong farnilies
iii. Healthy lifestyles ana wellness
iv. Active lifestyles involving sports and fitness
v. Events to celebrate community milestones, enllance communiry pride,
encoiu�age sharing of culi�ral traditions and contYibute to economic
development.
vi. Fun and safety in and about the water
vii. Personal enrichment and participation in hobbies, leisure pursuits, and self-
help activities.
viii. Sense of community, strong neighborhood social connections and effective
communications wit11 residents.
ix. Appreciation of nature and participation in unique and adventurous outdoor
recreational activities.
x. Appreciation of fine arts, performing arts, dance and music.
xi. Preservation and interpretation of Dublin's culture and heritage.
c. Actively seek venues and partnerships to expand comnluniry festivals an�� events.
d. Expand activities avail�ble for teens.
Based on the Dep�rtmen�'s current customer base, community clemographics, and anticipated
growth patterns, four primary market segments have been identified. The Department's current
customer base is primarily comprised of families with children, and the majority of programs and
marketing focus on this market segment. While the Department's focus is primarily on families
with children, only 35% of Dublin households had children at the time of the 2000 Census. In fact
of the 452 households responding to the mail in survey, only 28% had children under age six, and
merely 20% had youth or teens ages six to seventeen.
� 30
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f����,<;l ����',��,��;( 1`,'.:�r 1i �,�I�7v hc�,��,:��i (l i �ul!i��,�r�, 2.UO��j, �l'l��c !_)e�:7„i�h�r�crYt:tihc,t�l�.1 follov�� tl�is b;r;,�n r�l��sel�r
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��l)t��l �?<il'l'll�ti 'r,i'I'�'' 11'tr-�^:lll���. ��l('f,'I; 1'i' !'"( I'�':1`11,;�1 ��i't�i�i'ill�ll� ����11' C�11�(�1't°CL �Il:i� �S17�:1�)OYt r�l'2 RE'C'C�S C)f
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C'�-1111}'� (���il�'1�t4 (-1'�1C'i� `,�'�"il)�.`� !S fll.f !Il �:c'-�Siii11. ��.�_li��i�l<ia!�lil� �G1'1���1 .�ll"%; (:�l ,�lN !�)l�ill—?Il ��l 1'Vt�}�
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1't��})(�R�. ;�''71I� I1?(.�I�.'�1.�f11�� ��:I(.1 :_t�)Cl�ll�il(1!t', (li":1!`�i_' Ilt7l�(����, ��ti'�C� �r_��ttili'�i11G11 ii���li)[l� �l(i' IiTI�?(li'I;111�.
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� 1C �_�111V�'f��ll��� Of ���IIC��ili�cltl i��i�l�l�ilfC't.y �17111U�1� �):))�ti f(7 ��C'�C1'i11111(' V!/�l�t }���iTr_'Rf COII('l'CI1S �I�?C�LI��
cllildren. .ncc�>r�jirt�; t�� tl�e Julv 20i)£� �011 childh��od��bi�s�itv ���zs the #1 c��ncern �mong adulls
sw�veyed;last year obesity ranked in the nuinber three spot. Obesity ranked highei° than both drug
abuse and smoking. Other sei�ious pat'ent concerns included bullying, internet safety, chemicals in
the environmeni ar�a not enough opportunities for physical activity (University of Miclugan, 2008).
According to the New York Times, discussion about t11e importance of play has become prevalent
among parents. Parents are concerned children are not playing like they did. This is due to
increased academic aernands, and reduction in recess and physical education in schools (Henig,
2008). In fact according to the journal of Ph�sical Ecla�cation, Recreation �Dance demand for lugh
school sports participation is increasing while available spots decrease due to funding constraints.
This could be an underserved teen market t11e City could further pursue. A concern voiced by
psychologists is over-scheduling of children with homework and other commitments (Henig,
2008). Parents want their children to have playtime but balance that with the notion that
aaditional education in science, math, music, and language provide an edge for college (Henig,
2008).
Another trend is that fathers today� spend a gi°eat deal more time with th�ir kids than in the 1970's.
This is a great opportunity to fui°the�° develop the Department's family-oriented programs and
events (O'Sullivan, 2008). Tlus could parti�lly explain the 11igh success rate of the new familv
special event series the Department created in 2007.
� ,_� � 31
. �
.°,.� ,_ <�,�,: � , `��.�-� �te�. ;t� t ;x_ �'�t�r!
Ac�ults withotlt Children Market Se�menY
I'his mark�t sci�rni�i�t is cc�mpr�ised of 25 t�� 4=� �����tr ��i�15 an�j is tl�e sn����lli�st group of existing
Dc��partment cusi�ol��crs. '1'I�lis �7���ti� bc �iui� t�c� l]�c• fa��l tl�at�urrer�tl�� n��or� pro�;rams and promotioi�s
f�_�cus ��n v���ut1� r�n�l f�ami;i��s. 'l'his inarl;�t se��,�r�E�;�it��>>E�e�rs !�� !-�� ;� s�,;���ci lar�;et custon�cr f��r tl�e
��l'�>�il'f1:71C'Ilf. !�;'C'OCijlll�? �(1 ['.�7��� ]f lS �I f�!`;� 4;1'��1-':'III�T 1!llll'I<t� :J� VC)llllt7, t'l�liCcltEC�� WO1'�C711�
prc�iessic�nal�, �vith ,� m:���iat-� �,;e ��f'�? �� � eais. Si<<<;Ie or t��=�rri���l. Iliey pre�er newet� nei�hborhoods
V�Vlf:jl tU\1'11�1Ct(11('S :)1' �l�_�Cil`tT11(';1t:S, rilil� l�l�'YC'�C�:t' ��ll"�' ll J`;l� �1�:t'1V'C'�l�`�ti'it'C� ll1 t�l(: l-�1St�'1'll ��ll'�O�
I)t.ih(in i���,�r F:��n�r�71�3 Gicn i'arl<. ?t is ��.�,l�in���fe�! ih:�t , �>�;� ��rc it� t17c �ti�orl:(o7-ce (ESRI, 2008).
1�1ernL�crs oI this marl:ct se�;ment expecl yualit�� experieric�ti a�7d I�tav� a keeil interesl it1 health,
fihl��ss anrl self help c1�ss��s. 'I�hc�Ue}��rtmellt:;h�;i11c{ iocus ��r� ��l��nilrn�;l�rogranls for ihis segnlent
such as �'o�;a, Pilates, ��la�,'i��14; frisbe�� ar�id foc�tball, 1�€;k,in�;, ��nd fit��les�; t��a'rnin, (ESRI, 2008). Based
on tl�e necd5 ��ssess�l���iit �iata, it ap}��ars this �tt��k:e% is rn«,�c lil<clv to g�o to a }?iivat� faci]ily for
tl7esc h�pey o1� �ctivitic�5. (1�������ver; aft��r ihc l'i�n��r�:il�.� ;��It��i �'.c.•r����ti��r� �tn�3 A�jt�atic Co�nplex is
�pE:�1, i(�n�ill provi�{e a viable alternati��e to Cl�e hi�;l�-en�.1 fitness chibs. 13ased on the qualities of lhis
Keneration comp�u�ec� t��l�oc�mers, thE� De��rtrneilt i��eeds to �;ubst��liial ly chan�;e ctirrent prog,�azns
ana sc:rvice ofi�ei�ings l�� a�i�jress the neti��� �n�orl�l view of�cLults younger than Boomers (O'Sullivan,
2008). For example m�m� cities Ilave shifted fi•oin traditional adult sports leagues in basketball and
softb�ll, to less traditional off�rings such as dodge ball, kick �ball, i�nd other pickup games
(O'Sullivan, 200f�). 'Tl�is mav re a great strategv to start connecting wit11 this market segment.
I3aby Boomer Market Segment
I�ased on the 2000 census the baby boomers make up approximately 20% of the Dublin population.
According to ESRI, currently about 30% of the population within one-mile of Shannon Park are
baby boomers, while about 21% of the population surrounding Emerald Glen Park are boomers
(ESRI, 2008). This market segment is primarily made up of married-couple households with a
median age of 42. This group travels extensively, visits museums, attends dance performances,
plays golf, and goes hiking.
For the past three years the Department has been offering more programs at the Senior Center
targeted toward the older boomers. However, as was confirmed by the boomer focus group, this
market segment does not have interest in attending programs at the Senior Center. However
many are serving as caregivers and may need the Senior Center for a parent. Another trend is the
increasing number of boomers that are providing care for dependents including children and
elderly parents, which is expected to increase 20% bv 2050 (Passel and D'Vera Cohn, 2008).
Aaditionally, more boomers, especially women al•e continuing to work past age 55 (O'Sullivan,
2008). When the Shannon Community Cei�ter opens, the Department has an opportunity to better
serve this segment than with just the existing Senior Center.
� i �2
; t�.� '4gt� ���:i r7 "Y":,TYlf�'� t?i`t' ;C<'y "�{:�'i�C'�.TEC 1��;311
UnE� of th�- ini�rt�,stinz; h�e!��cls �vit(� �'�rrri�nt I_�c?��rn;�rs iti tl��t�� faci� tl�<<�r ;77arrrec( c��uples arc
. , .
partirtp�il.in�; n-� ��ecrrar�url �r�;� ]eisirr��� �ctiv�lit-s n�i_,r��� rn�X��peri��er���tiv th�n prevrous gene�•alions.
��}�ousc.��� ai�e nc��ti� mort� i:i�;el�� to h��ve differ�ent f���bl�7es, ri�cr��atioYZal inii�re5ts and �ven ��acations.
Tl�is is soine��llat g�rierational, but aiso clue to tlie fact that�vomet� have started earning more
mone�� (C1laizl<v, ?OOb), 1r1 thc. past it woulci h��ve beer� c�innel and movie for a marrieci couple oE
this age. Th�� DeparMzent sliould consid�r tihis opportt771it�� to develo�� programe that support
peraoi��] ellrichrnent, sorialization and participalion iri f-�obbies �iid leisure pursuits b�groups of
men ancL rn�omeri.
Oldcr Adult Ma�rl<et
'T'}ie older� adult rnar�l:et is thi� cnrrently the srnall��st mar]<et seg�l�tent u� the communit��. When
�l�?�1114T t11t' ��1)OO LE?IISUS l�idLcl 1�1' P.14';IlI� �'l:lt',`:� �1114 ITlijf�:i'_t�S�?!?ITiI'11� 1Tlc�l(l'S Ll�) �lp��l'O�IlYliltC'l�� l�% nf
T��ll���III S �>�_)1�111Ci1��1O11. �{�_lV1-l��':'f i)VC'1' t�l�' 111-'�( I.I_ 1{ q'�'r]I"Ei t�11; Il`iiil'kCi S('}?�1'ilPlll lNl�� COC�LIIlL1C 1.0
� � . , .
expand Sir�re �I�e �U r r,��i��ierati�>>�i i5 til�.� raslc•st g,rc;�,n��ng dein�,�,���apiuc �;roup rri th� Urut�ci St��tes
(O'Su7livan, 2008).
I�his nlarket segment�is Iiving different lifestyles than prior generations as they>have greater choice
and fi�eedom. Older adults are ��orking ana living at home independently longer than previous
groups (O'Sullivan, 2008). With this group working longer and having less financially secure
retirements than t}Zeir parents, tl�ere �re some recent trends related to the health and wellness of
older adults. According to a 2008 report on the well being of older Americans, the Federal
Interagency Forum on Aging-Related Statistics indicates that the proportion of time spent with
sports, exercise, recreation, socialization and travel declines with age. Americans age 75 and older
spent a higher proportion of their leisure time reading, relaxing and thinking than did those ages
55 to 64. On an avera�e day, most Americans age 65 and older spent at least half of fheir leisure
time watching television. Over the past ten years, this has contributed to a 9% increase in the
percer�t�ge of pcople age 65 and older who aY�e c,be�e.
Another problem E�cing oldel- adult5 is the rising cost of healthcare apd prescriptions. One
potential solution is to incrcasc physical activity levcls among older residents. "Physical activity
provides a proven, non-di°ug intervention that improves health" (Blair et al., 1995; Gregg, Pereira,
& Casperson,2000). Research also shows that physical activity has great potential to help decrease
healthcare costs bv improving overall health (Pate et al., 1995). Howevei°research has shown that
older adults tend to drop out of physical activity programs (Dishman & Sallis, 1994). The City has
an oppoi•tunity to provide programs for older adults that target health risks such as osteoporosis
and caraiovascular disease (Orsega-Smith et al., 2008).
F =r � �3
. . _ . .x_ ., ,S: *',t it . ...,
t jr��� f�; �� �77;' . . . i . 't� .e �. . %�� �: i , t,ri '�);1 �� �F�iJt , , i,"i.� �t S7�S,ji�`r�i'(' �t� , ,'iti � 1 1 _,
r{ 7t.�'t� 1r',��i'
�i. Dec�clo�? pro�rrams, staff and Department policiE��s to satisfv corc �ustomer expectations
ll�1��U(�lIl��:
i. Quality instrucdoil
ii. Havins? Fun
iii. ��,iti�t�,
it�. C'Ic�<iri f<�cilit��
, . C,un�1�7c�t�ilivc I'ricc
h. Yr��vide l��ii;l���-,{u�li1�,-, ��x}�c�ri;��r���� � �;?a'iiil,; :�n,l ���,;l.�p���<<i��ni��<�ntractol�5 l� ��ruvide first rat��
in�,fructiot��, su��eroisi��m an�l casto�����i �c.�r���ic��.�.
c Eaucate �ublic that Pai•ks ai�d Comnzuunity Seivices activities are the most Eun, effective
way to improved health and wellness.
d. Become a resource for finding other residents with similar recreational interests to form
social groups for walking, hiking,biking and playing sports.
e. Package Department programs to serve as wellness programs for local employers.
f. Develop a cost recovery policy to provide a method for determining appropriate pricing for
programs based on market comparison, qualifications of instructor, estimated registration
and revenue, overllead costs, and community lienefi�.
g. Position the Shannon Commtituty Center as a premier regional rental facility for social
events.
h. Position the Fallon Sports Park as a premier tournament facility.
This strategy is intended to align programs and services with the needs, wants, desires and
problems of residents. These strategic goals will help guide the development of unique programs
and service delivery methods that satisfy core customer expectations and are competitive in the
market. It will be critical to keep on top of trends to ensure programs, packaging and delivery
remain consistent with changing customer needs.
According to the mail in survey, the top expectation of respondents is high quality staffing and
instruction. Fun, safety and clean facilities were the next set of top expectations. Rounding out
the top five was competitive price. Based on this data it appears the quality of the experience is
more important than the cost. Therefore promotional messages should focus on these elements of
quality and when appropriate affordability. The focus on the quality of the experience may be
particularly effective for adults without children and the baby boomer market segments.
� 34
+f..,•;. �7;.�'s t��t'Al�,f.ltif �t" �tC?0. t'4 `."a�T���.it£;S� ��1i971
I�hi� key to tf�e sticcess uf anv 1�u��artme��"t pros�;i•an�i is t11e ]e��ders�iip provided at e.�ch s�te, class
�n�l event. 'This 1��adershi�� is sornetirni�s pr�,vi�_�ed bv �rrip�(ov��s ancl otl�rer tirr�e5 by iildepenclez�t
c�nh��ctor•s lvith specializc�i sk.ills, 1t, s�,�r7��e ir�sfancc5 ��ol�rntecr; provide the lea�iership. �Tl�e
De}�artn�ent nee��s lo p1a�i� an clriphasis on re�.�•i�ii±ink;arlrl r�taininglligl� yuality emproyees,
ir�deper�ci��r�i��con[�r��etoi•s ar�d voluritc�t�rs t� provic�u p��ograri�s and services.
Th� ol�{e��boomer s���Trr�ent is ai7 c�c��llent t�a5c f�>r emplo��i�en��,i1d volunteer o}�portunities.
}3�cause uzai�y are �r�ovinf�, oi� to a new lil�c-sla};�c th�v are r77ore u�terested in makin�a cont��ibution
to the� commitilit�� (O'Sulli����n, 2008). Many are lo��king for ar1 "encol�e c�i•eer" after re-tiretnent,
se��kin�;� a7�� incc�me and job,whcre they can i��lak�� a positi��e cont��ibution. (O'Sullivan, 2008). Foi°
voluntt��.�r�s th�� I��epartmtritli�s to �bet�ter l�r•,�mote !1-�� henefits ��f th� l��e�itin�;l�txl voltr�ltee�°
op���rtzini'tics ,.,v��ilak,lc'
/�Ili)f:�lC�l' 1<t."ti7 ��VI�1 �'r�� j.(1 ('�(�><llil� i'(�?l���t_)� i_`l' (��]'li'llt?IIIC)Yl �11�I1� �1"<llCll"Il�i �1f0<�T�l'17ti �O �'1"111�111('l' E'Ill�J10Vt:l:.S�
. ` :
I;Ill�1�P�l��t?i', `��<.I��S �l!ir.j �l��til�1t!('S �l � ri� 1'�'i;i�c'S �t', (i"��.`11' ' i!4'_[1i'�� ��)','(>�'I�ill11 Nll�:i �7i)Slt(Oil, ��fl�l r'11�Ufi t�lt'��
, . '
!tllllC'1'7���II-�(3 �fi� _ lI ti �"il�'�l ,<iti�tj ?I�.��`, l� I:_!�i'�„ ��(i !flt ��:'C)�'I�t;;�,i1 ;.7�� ��i`I�:'il:��_ !l.� t ��"r SLr
d �l t`;� (,�ltil�'(' �'LI )7'ilF'1'
, . , . ,
rVli'!. � I1I`, S}il?lilGt �l�_ i'_,���.i�.��'tl 1., li��l�. i�.'1��1!11 ;��� � I�it , �,� ;�� � l��( f ,
�t �� ,I�:���ct� r�s _ j rcE .�u�� tl ._i�l h.� als;:� t �(�eclft%r,
,
It.�71'l'Sl'll��ltiA�l'�; i�>f i, 1l' �_)(.1�,;11'���1,�1t'llt.
In addition to preparing people for duty, the Department needs to actively audit and monitor
progi'ains and cla��ses for c�ualitv assiu•ance. Pesearch has proven the value ��f 1<nowing more
al:>c>ut ctistomcr expe�tations, as cn�ell a:� il��ir� imp�rt��nce of con��;ta��t�ly eval�uatulg those expectations
to be able to respond to changes (Robinson, 2UO3). There is little doubt that quality nzanagement
and its associated techniques have become an integral part of the management of public services.
Public park and recreation agencies understand the need to improve the quality of their service
provision to meet increasing customer expectations and mitigate increased competition from
private service providers (Robinson, 2003). Research has provided evidence of the positive effect of
quality management on the delivery of recreation programs and facilities (Robinson, 2003).
The International Oi�ganization for Standardization (ISO) also recognizes this need to have a
customer-focused approach to the provision of programs and services. The ISO outlines best
practices as, "researching and understanding customer needs ana expectations, ensuring that the
objectives of the organization are linked to customer needs and expectations, communicating
customer needs and expectations throughout the organization, measuring customer satisfaction
and acting on the r�sults, systematically managing customer relationships, and ensuring a
balanced approach between satistying ciistomers and other stakeholders" (ISO, n.d.).
Currently to evaluate customer satisfaction, the Department primarily uses a lengthy two-page
customer satisfaction survey. The survey needs to be shortened to focus on customers' satisfaction
in the areas of their top expectations. Department supervisory employees also need to visit classes
and programs for quality assurance, in particula�•focusing on newer programs.
� 35
, . ,,. � f > >a.tt��` _'7` � ., .`"f ;e'kr�C. ('1:111
1'1�;.� 1?t partrnent ���;h<�,u1.rl �nni�all�,� <<ss�s5 tlle 5��t�is(�ictir�,n uf 7�e�v cu5tomers from each�t tl�e market
se};me�1i>. [��.,�:r��r�,l� 1-�,_�s sh���,�n lf��� �ri��r�v (vn�7, I�i��l.i �naxitn� iri � ustoir7er �erv�ce �ar� not necE�SSarily
�� � r . .
[ri.i��. � h�� ln-5i is lri,:,f `��;iven i����o e��.i��l]�'-}7r-r<��i� ;,�?t�c;n�;,. Li�ie cci;,l.�,�Ziei� 1�-;11 �,I�tcrose t1�e one �vidi (I�e
�LI��IFY CX�7t'CI�C'C� 1�11r��1tV� ���Llf�� C't c1i, IC)�)`��1. ��t'I"i'�'il'C'i.� 1'ISi`. 15 W�"I;1�. C�1SCVUl1tS ti"llti t}lE'OY�Vi ��i �i
„hi�;l-ter r�xpecte�_I �7ua�LifV c,ui I�c out�,��E�i�;cle�i by s�,rc-:�i�r� �����c��i����c� vai�ia�l-�ilit.y„ (I�u:>t et al, "1)99).
`(�h��rel��;rc thc i�irv sl�ii�u�(�j p_�;; i»�;���, arke�liion �o it; 1�����n�cr anc� pc�'tential lr��ss lo�'al c�:�stui�ie��s,
hcc�us�� ��ifh�tel7����; i�-� t�u��l7ty ��, ii1 Ii�vc 1ie r r��<�l��si irnpar±�on t]-�is ��i�o�t�� (Rust c�t al, "1999).
����C�If.1i)11�1(��' fF7��l�;V �"1C Y'lll)1"E' l'fE(Ct�lV'i' fO t�l�'t' IlCV`� ('IIS�C��7Tlt`I'S ll'lFl�CX�)C'1'lCilCt'S, 1'a��lc'�C ��1c�71 �l'Vll1�� f0
��_�L'.'1'ti��,�' i,i�l_��� t'f: cl�, �QC;�)�. .AI;C7(�1PT �,l'�I�Li�ILtC�II t�C�CIl11iC�LiC <'C�C1�C� �?C• �t �\1V'`�fY'1"y'�'+�"10�:��'�L'P �'1'(����i'�111"l.
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�1[lt't' t�l(' l_'1f1� iS CIIC�SC CUCI'r�l'1lC'�j Iti'I��1 ��1C� O�i:11701`lS Ol Il�l'J CL1StC71tlP'.'8, �i �,1'UU�� Of c�l�GliC,�O
�li1U°C�"1�)�(��; �t)7' l�)°'o ir� !�lt' 71EiL:` C'U5�01�1"1CC5117 l��)l)%)� W�?la�C� i��' 111V1it'C� �O �;l'1"VC �1S ]ll�/S��?1'V S�IO���C1'S.
�'i'O��]'�Ilil �)}'7CLtl� IS c?Il 1[ll�`i)1'��:ill(� i il`Ci�lr�i! �4',CiO;' IOC f10liSt'�l(�I�:�;;. I�L \V!�i �"�i' t'i'UCl�li tl1C' 1_)l'��al'tC]1N11t�5
�_�1�'_)41Y�1C1"1S tll'� r)Yl�::r'(� l'l�l;l�G ��.U�_]�;�i_��' "ri1'l� �:��`�l�lC`tl l�':t � �c'�)fl:'tlll�_`7l��l'�' c7i1 OI��i�jl�IlZ�l�:lOT1 �Ilctt C�li�l 11Ei��
17oust�holds have atfurdable fun locally.
Based on the needs assessment results, customers place a high value on fun experiences. Fun is
fundamental to health and the Department should take advantage of the edge it holds in that arena
(O'Sullivan, 2008). People are no longer interested in being told what they should or should not
do, and are already stressed by the demands of daily living, so programs and services should be
positioned a�zd promored as "pleasure positive" (O'Sullivan, 2008). It will be a challenge to create
and promote this message aniong the distractions of modern life.
In several of the previous strategies there is a focus on healthy lifestyles and environments.
Therefore Department programs and services need to be positioned and packaged around healthy
living. Earlier there was reference to rising health care costs, and more and more Americans
without health insurance, or forgoing expensive prescriptions for self-help cures. This concept of
"Heal Yourself Healthcare" is potentially an area the Department could provide unique solutions
as people shift Uack to people being responsible for keeping themselves healthy (Celente, 2008).
The growing realization that physical inactivity is a serious health crisis for children is resulting in
the acceptance of new approaches (O'Sullivan, 2008). For example the addition of skateboarding
into school PE curriculums demonstrates the shift from competitive team sports to a variety of
alternative wellness activities such as yoga, martial arts, rope climbuzg that are more appealing to
today's youth (MSNBC, 2006). Children's beliefs and practices are also shifting which is an
opportunity for the Department. According to the NPD Group, cookies are no longer the number
one snack for vouth having been replac�d by fruit. Youth are now less apt to have soft drinks, ice
cream, candy, cake, and fruit juice than the youth of 20 years ago. Parents are now more likely to
give snacks sucl� as fruit rolls, gummy pieces, crackers, granola bars, and bottled water. (Source:
NPD Group). The Departlnent should ensure programs are positioned to promote healthy eating,
by changing vending maclune offerings and snacks fc�r youth programs (O'Sullivan, 2008).
�'< <� t� � 3C�
l'�rks ar;d Cc�mmuniky Sers ices Strate�ic Plan
The Department should also position its sports,fitness, and health and wellness programs to serve
the needs of employees working in Dublin. The Department has recently utilized this concept to
expand participation in adult sports programs by forming teams of City employees. This has been
well received, particularly by the 25 to 45 adult market segment.
Over the next five years the City will be planning for the opening of several new parks and
facilities including the Shannon Community Center, Dublin Historic Park, Emerald Glen
Recreation and Aquatic Complex and the Fallon Sports Park. The facilities will all be unique, state-
of-the-art, green and aesthetically pleasing. It will be important the Department properly position
and promote these facilities to take advantage of their unique characteristics and amenities. If
done properly, these facilities all have the potential to increase revenue for the Department The
City's Green Building Ordinance requires that City facilities be constructed to earn a silver level
cei�tification from the U.S. Green Building Council's "Leadership in Energy and Environmental
Design" (LEED) program. The T EED cei�tification should be utilized to position the Department as
a green organization and consider those qualities in program and service delivery.
,e (� 37
I'a��ks a��s� Cr�x��r��unity Services �Strategic I'la�i
.����rltrz�r� ���rl��rirrrs to jrrzr�tic�i���rlt�i�l�r iri Z�e��i�rttuc�nt �,rn�r�rtrns r��tr� Sc�����irE�s. �
a. Provide flexible participation options such as ability to drop in, purchase a pass, or commit
to a longer session.
b. Expand the number of full-day programs when school is not in session.
c. Provide youth programs or child care in tandem with adult classes to increase participation
by parents.
d. Provide fee assistance for youth programs for households with lower income.
e. Strategically schedule facility spaces during primetime hours to ensure working households
have access to popular programs and sel�vices.
f. Proviae healih, wellness and fitn�ss programs during early morning and late evening hours
to improve access far working acjults.
g. W11en feasible provide programs in two oi• more locations to provide easier neighborhood
access to progi�ams and reduce vehicular trips and traffic.
The needs assessment identified time as one of the largest bar�°iers to participation in recreational
activities. With aual income households and long commutes,households have limited
discretionary time availaUle for recreation and leisure. This is consistent with national trends that
show time remains a high priority for making the most of leisure experiences particularly among
more affluent consumers (O'Sullivan, 2008). The Department needs to consider how time affects
each of the target market segments to more effectively schedule programs and services. Because
time is a limited resource for households, the Department needs to consider ease of registration,
limited amount of time needed for preparation, and flexible participation options. When feasible,
program packages should i�nclude the necessary supplies and equipment rental to make it easier
for people to participate (O'Sullivan, 2008).
Childcare was anothcr common barrier to participation for family households. It was clear that
providing child�•en's activities or babvsitting in tandem with adult classes would increase the
likelihood of participation. This not only affects the traditional market of mothers,but also fathers
and grandparents. For boomers and older adults many are struggling with the demands of being a
cai�egiver for a parent or spouse. As noted earlier, this trend is expected to gi�ow significantly as
the boomers ag�e.
During the next ten years it will be critical for the Department to establish funding for a youth fee
assistance program. Iiutially the fee assistance should be focused on quality of life programs. The
first priority should include programs that make it easier for parents of lower income families to
go to work anc� earn a living, such as after school recreation programs and day camps. The second
priority should be for swimming lessons. According to the Centers for Disease Control,youth are
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I'a�•�;s arad C'csm�nian�itv 5erviees Strategic PIait
at high risk for drowning, which remains the second-leading cause of unintentional injury-related
death for children ages 1 to 14 years. Additionally the rate of drowning among low income and
ethnic minority groups is alarmingly higher. If t11e amount of the donations to fee assistance
program grows, then consideration could be given to adding programs that meet other youth
development needs.
Finally another barrier to participation for some residents is location. Although there is not a clear
majority of residents leaning one way or the other on the issue, a large segment of the population
view travel from east to west in the City as a potential barrier to service, depending on the time of
day. The Department needs to carefully plan the time and place(s) in which programs will take
place. It will be important to promote both conveiuent times and locations whenever possible.
These decisions should take into account the attributes of each market segment.
I �`�
I'ar��s a��c3 C'c��n��nczn�iCy Seinriees �trat��ic Plan
;'�lrztritrr��f° �t,t�r'��t�iz=t��r�°s4 E�f t��7t��rlr�rrtic�ttitm �t�itl� e�istrrt�,r rztt�� p«tr�tttial cl�st�>>u��YS.
a. Develop and implement an annual Department marketing plan based on the core market
segments and products.
b. Evaluate methods for maximizing the effectiveness of reaching current and potential
customers with promotional messages.
c. Closely monitor trends in consumer adaptation of technology and expand use of electronic
promotions when feasible.
d. Expand Department outreach and promotions at City events to gain new customers.
e. Produce Department introductory pamphlets in key languages to help new community
members better understand the programs and services offered by the Department; monitar
the need for other bi-lingual materials.
f. Develop customer appreciation prograins to retain existing customers.
g. Continue to monitor effectiveness of techniques used to promote programs, events and
services, and make adjustments in the annual promotions plan.
The results of the needs assessment show that the Department's Activity Guide is the most
commonly used method for finding out information about recreation and cultural activities. The
Guide was found to be user-friendly and informative. The next most popular source of
information is the City website and DublinRecGuide.com website. These three promotional
methods were currently by far the most utilized by residents. However in the Key Informant
Interviews, Focus Groups and Public Input Workshop, there was still the sense the Department
needs to expand its breadth and penetration of promotional techniques. Many respondents
indicated there are a lot of great programs but not enough people know about them. In fact only
about 20% of respondents to the survey had actually used Depai�tment programs and facilities.
Granted about 40% of respondents indicated thev would never participate in programs,but there
are still a lot of�ther residents that have not been reached.
Although the Activity Guide was rated highly by participants in the needs assessment, the
Department needs expapd promot7ons beyond tlie Guide. It will be important to become more
targetea with promotions to ensure key messages are reaching the various market segments. For
example, as noted in previous sections the Department's promotional mat�rials are primarily
geared towards families and children. It may be beneficial to have two different quarterly
publications with unique covers and promotional messages that speak to different market
segments. This would make a young adult without children more likely to pick up The Guide and
quickly find programs to satisfy their needs.
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1��.'14�I1C)�,?�1JtY�1 � �lc' Lc�l'll�} � ']L'��ll ,'�I�1Cri.1.�� L`� _i� ,�'�lt'���{� �:>i`Cilt�,;,_, I� ���iV'C'S �7�'U�>�l' cl Sl'IIS�' C;�� �ll�li C
����(;I'��\ 1.7� �.'��I) .) ,�'.t_•:��ift�lli ' lO iii.�'�.'t'I��1 11��, �;� �.�'�l'.�i�.i �. , llill�'S � � :'��t�l'cil S�Pi_'SS C<lU�C' ��)E't)�)�l' �O
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��l-'�1'll �Ol' fi Sl'71`iE' C�1� C'U)"1llllllCllt�''. �i�'�C'�I�l��ill�� �U ;� Cll:7���1�')U1'�I:��)C� 7)Ni'iiY7lPS �1T1 I17'I��GTraRt V�JIAt �Ol'
i�esi��ents (Hc�r�,vitr„ ?Oi)f�i. ll is n��t�•,! !ha! if ca���li7i�.ations po�sihr_,i7 t�I����ilselves as part��f the
n�igl�b��rhood tlie�� nee�� to actu�ll�� 4;c1 i��vol��ed in nei4;lz��c>>�hoocl �a�tivitics ��r will turr� off
customers (Horovitz, 2008). Therefore the Department needs to make an effort to help people who
are constantly plugged into technology, and those spending most of their day commuting and
working, to become connected with the community and their neighbors.
The results of the mai]-in survey show that over 85% of respondents rated safety in parks as
excellent or good. The Department needs to capitalize on this strength and promote its parks as
safe and serene places to facilitate these neighborhood connections (O'Sullivan, 2008). The
widespread involvement in mobile recreation by many California communities has been one
technique that has help connect children, parents and neighborhoods. Other techniques for using
parks and facilities as places to create community include quarterly neighborhood special events,
creation of a park watch program as an addit-ion tl�e Police Department's neighborhooa watch.
The Department should also consider dish�ibuting summer camp programs held at community
parks to more of the neighborhood parks.
Another focus could be expanding the Department's role in leisure facilitation This could be
accomplished using online services that promote leisure education, support people in acquiring
new activity skills and a greater appreciation for the importance of leisure (O'Sullivan, 2008).
As people hav�become more connected with technology, there has been a trend in the
cievelopment of online social network communities, which connects people with similar interests
(Hopkins, et al., 2004). The Department should apply this technology in its operations to help
residents meet new friends and like-minded people ii� the community. This can help them join
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Soci�,lrir�t�.���,:1; cc��7��r�,���u��iit;es �,i�kt�i� t,�i��,�e tl�irot�t�:1; v�ral :71a,�ketini,. '�I�he n�emt.,ers oF tlze ec��n�ntmity
will in��;rr� d-�ei7� (ri�r7�ls, ar�c� ;�er�f�e Voli can rr��clz� (ar�,r� r7����rlber of peo��le wiCh a verv limited
rnarl:etin�; L>aclgei �l��rnoff an�.{ 1 ;, 20U8j. 'l'��E��icallv c�nc�� inernbere cuni-�ect withirl a social i�etwoi°k
comr�lunit�> they �vi11 sray tfiere �Hopl:ins, et al., 2004). This wocild (zclp the I�e�artrY�ent more
rffectivelv recruit�i-��l ri�t�in ctistorr7ers.
T'he sur�,c,s of social nehh���r�k cc,mn�uni�ie�� I�aS �Lenioi��,tr�7ted the enorn�i>us demand of Internet
11Sc'YS �O1' t��IIS �<111L{ JI �C']''.'l��l' Slll�l �� �_,711��C'�.j711 �})l'Oft'�i,`�li)l�ldl 7ll'r��'!11'�711���; E'-��c`l�l'T11011�� ((��lt]TI�T�� �IIIL�
, . .
F��cE�Pc,c�k (su�,ialj. H<>�.v������,�, ic�t�> ��f }:,�'�,ple ha�,�c, tutin�i ��aisl:�ng sc�cral ne'ttiti�ork corr�ununitres to l�e
toc> �;c�leral, broad arid trr�foi�usei? (Bernc,ff ancl l�i, ''008). `l'herefor� i1�a�zy peop�(c are Looking Eor a
niche social networl< conlmtu�itv built al�ound a specific topic, industry� or interest. Top areas of
interest include sports (e.g. socce��, golE basketball, sailing, etc.), hobbies and interests (horses, dogs,
gardening, handicrafts, etc.), and health related support (patients, caregivers, etc.) (Bernoff and Li,
2008). The more focused a social network community is on a particular niche, the higher the rate
of success (Bernoff and Li, 2008).
The Department needs to explore how to implement this technology to help accomplish many of
the strategies and goals identified in this Strategic Plan. Not only could it be used to facilitate
interest-based connections in the community, it could be used for certain program implementation.
For example the Department has a h�aditional model for conducting adult sports leagues (i.e. ten
week season, you play every Tuesday at 8:00 p.m.). For some people theii� schedules may be
varied and some weeks Tuesdays would work,but sometimes Thursdays may be better. Using
this technology with tennis as a model, individuals or teams could sign up for a quarterly tennis
league, enter their availability and preferred location(s) for play. They would then have ten weeks
to schedule eight matches wi�h others in the online league. They could search for others that had
similar schedules and facility preferences. Following the match the score could be posted online to
the bracket.
This technology would be a gi�eat w�y to offer seivices to several of the Department's market
segments and be beneficial to the community. It would increase socialization with other people in
general, increase use of parks and facilities, and help residents form groups and organize group
events.
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t l( l_itV L 01111Li� 5 Stl'd��t'�?7C' �l�;�Tl �1c1S �'7i'Cl': 117't�ilCill:?tlL�'�1.
However without establislied dates for accamplishment, the Strategic Plan could be in danger of
sitting on a shelf and. collecting dust. T1lerefo7°e it is recommencled the Department create an
annu�l r�port for t�ie Department's Adeisory Committees and Commissions showing its progress
on the implementation of the plan. The a�uival report should be made available in print and on
the web, as well as presented to the City Council and the Department's various Commissions and
Advisory Committees. This will ada an element of accountability, along with the opportunity to
hear from residents each year about their satisfaction with the progress, and if there is a need to
make some modifications to the implementation.
Although this is a ten-year plan, the Department should undertake a process every five years to
upaate the plan. The update should include some form of needs assessment and public input
process to reconfirm the Department priorities and strategies.
� 44
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