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HomeMy WebLinkAboutItem 8.1 Marketing Plan Parks Dept STAFF REPORT CITY CLERK File #290-10 CITY COUNCIL DATE:August 20, 2013 TO: Honorable Mayor and City Councilmembers FROM: Joni Pattillo, City Manager SUBJECT: Parks and Community Services Department Marketing and Communications Plan Prepared by Ann Mottola, Heritage and Cultural Arts Manager EXECUTIVE SUMMARY: As part of the current two-year budget the City has a key initiative to develop and implement a marketing and communications plan for the programs and services offered by the Parks and Community Services Department. Staff is seeking approval of the strategies and tactical priorities identified in the marketing and communications plan developed by BW Research Partnership and Full Capacity Marketing, Inc. FINANCIAL IMPACT: None. RECOMMENDATION: Staff recommends that the City Council approve the Parks and Community Services Department Marketing and Communications Plan. Submitted By Reviewed By Director of Parks and Assistant City Manager Community Services DESCRIPTION: In January 2013, the City entered into an agreement with BW Research Partnership to develop a comprehensive written marketing and communications plan for the Parks and Community Services Department. The objectives of this plan are to assist in defining and maximizing the Department’s target audience, identify methods to make informed decisions about program alignment, evaluate the Department’s current marketing tools, and provide a strategic marketing and promotions plan. BW Research conducted extensive research of Dublin’s residents and customers of the Parks and Community Services Department’s programs and services. The research included an ITEM NO. 8.1 Page 1 of 2 evaluation of current usage of the Department’s services, facilities and resources, a comprehensive demographic profile and an investigation of the current communications mediums that are used by Dublin’s resident and customer segments. The consultant also performed a comprehensive assessment of Dublin’s current marketing tools, including an evaluation of collateral materials, relevant websites, social media accounts and eMarketing tools. This audit also included a SWOT (Strength, Weaknesses, and Opportunities & Target) assessment of the communications tools and strategies as they relate to different resident and customer segments. An Executive Summary of the proposed Parks and Community Services Department Marketing Plan has been included as Attachment 1 to this Staff Report. The report includes two Appendices that contain the results from the surveys of residents and existing customers. The Consultants will present the findings and recommendations at the City Council meeting. Recommendations for Commissions The DRAFT Parks and Community Services Department Marketing and Communications Plan was reviewed and approved by the Parks and Community Services Commission by a vote of 5- 0-0 and by the Heritage and Cultural Arts Commission by a vote of 7-0-0 at a joint meeting of the Commissions on July 11, 2013. Implementation If the Plan is approved by the City Council, Staff will identify the tactical priorities that can be accomplished this Fiscal Year using existing resources. Staff will evaluate other priorities for City Council consideration as part of the preparation of the next two year budget. NOTICING REQUIREMENTS/PUBLIC OUTREACH: A copy of this report was sent to the Heritage and Cultural Arts Commission and the Parks and Community Services Commission. ATTACHMENTS:DRAFT 1. Parks and Community Services Department Marketing and Communications Plan Executive Summary Page 2 of 2 Executive Summary DRAFT 2725 JEFFERSON STREET, SUITE 13, CARLSBAD CA 92008 Full Capacity Marketing, Inc. 50 MILL POND DRIVE, WRENTHAM, MA 02093 3525 Del Mar Heights Rd. #296, San Diego, CA 92130 T (760) 730-9325 F (888) 457-9598 Phone: (858) 793-6694 Fax: (858) 793-1728 www.FullCapacityMarketing.com bwresearch.com twitter.com/BW_Research facebook.com/bwresearch Marketing & Communications Plan City of Dublin: Parks & Community Services ES XECUTIVE UMMARY BW Research Partnership, Inc. (BW Research) and Full Capacity Marketing, Inc. (FCM) partnered with the City of DublinÓs Parks and Community Services Department (PCSD) to develop a department specific Marketing and Communications Plan. The Plan is built upon three foundational pillars: Extensive research of DublinÓs residents and customers of the PC were completed with input from over 800 residents, customers and local decision makers. The research included an evaluation of current usage of the DepartmentÓs services, facilities, and resources; a comprehensive demographic profile; and an investigation of the current communication mediu by DublinÓs re sident and customer segments. A comprehensive assessment of DublinÓs current marketing and com tools and customer touch points, including an evaluation of collateral materials, relevant websites, social media accounts, and eMarketing tools. A Marketing and Communications Plan that is built upon what was learned in both the research of residents and customers, as well as the comprehensive Communications Audit. 1 Marketing & Communications Plan City of Dublin: Parks & Community Services KF EY INDINGS Effective communications begin with an understanding of the audience that you want to engage. This understanding of PCSD customers can include what they look like demographically, their current usage and satisfaction as it relates to the programs, facilities, and resources offered by the PCSD, as well as the current communication mediums that they are most likely to use when looking for local and regional activities related to the PCSDÓs different service offerings. Profile of DublinÓs Residents DublinÓs residents make up the majority of the PCSDÓs customer b e a valuable foundation for understanding the demographic profile, p communications behaviors of its customers. DublinÓs median age of 34.7 years is just 1 below the state average of 35 and the national average of 37. Over half of the CityÓs residents are between the age of 18 and 49, eight percent more than found in California as a whole. In general, DublinÓs youth (0 to 17 years old) and senior (65 and older) populations were proportionally smaller than CaliforniaÓs or the Tri-ValleyÓs. Dubl in also 2 has a slightly larger male (52%) than female (48%) population. 3 Ethnically, Dublin is a diverse population with a relatively large Asian (Non-Hispanic) population that is about twice as large proportionally as the state average. The African- American population (9%) in Dublin is also larger than the state average, while the Hispanic population (15%) is considerably smaller than CaliforniaÓs proportion. Given the diversity of DublinÓs population, it is interesting to note that ethnicity was not a s trong predictor of usage or engagement with PCSD or other city-related priorities. Age, income, and whether a respondent had children living in the home were generally much more effective in determining a respondentÓs usage and preferences for PCSD programs or communications priorities than a respondentÓs ethnicity. Who are PCSDÓs Non-Dublin Customers? According to the CLASS database, 46 percent of PCSD customers live outside of Dublin, mostly in the Tri-Valley (34%). An analysis of customer survey responses revealed that th PCSDÓs n on- Dublin resident customers were more likely to be; female (82% of non-resident customers), between the ages of 30 and 49 (70% of non-resident customers), have two or more children in the household (61% of non-resident customers), and come from a household with an annual income between $100,000 and $200,000 (53% of non-resident customers). This corresponds with the resi customer groups that are most likely to be engaged and using PCSD programs. An analysis of PCSD programs showed that customers and residents were most likely to attend special events and festivals, followed by programs for yo education) and swimming and aquatics programs. Programs for adults were less attended by residents and customers. 1 Source: American Community Survey (ACS), 2011 5-year estimates 2 Source: EMSI Complete Employment. 2013.2 3 The Asian, Non-Hispanic population includes Asian Indian, Chine Other Asian (Bangladeshi, Cambodian, Indonesian, Laotian, and Pa 2 Marketing & Communications Plan City of Dublin: Parks & Community Services Overall, both customers and residents were satisfied with the PCSD programs that were offered, with more than 90 percent indicating that they were either ÐveryÑ or Ðsomewhat satisfied.Ñ Residents indicated even higher satisfaction with DublinÓs parks a nd open spaces, with more than two-thirds (68%) indicating they were Ðvery satisfiedÑ with these local resources and 95 percent either ÐveryÑ or ÐsomewhatÑ satisfied. In terms of communication mediums, DublinÓs activity guide, both version, as well as the CityÓs website, were the primary sources related to city facilities, programs, and/or events related to parks, recreation, and culture. Well over half of residents and customers used these three sourc Ðsometimes,Ñ considerably more than the other mediums that were evaluated. Key Segments for the PCSDÓs Marketing & Communications Efforts The analysis of the PCSD customer profile progressed into a fundamental question of how to segment the customer universe. The three criteria that were used to segment PCSDÓs customer universe include: the groups or segments that are more likely to have similar pre usage patterns for PCSD programs, facilities, or resources; the groups or segments that are more likely to use similar comm mediums when looking for information on programs, events, and facilities related to parks, recreation, and culture; the groups or segments that make the most sense in terms of developing shared messages and content offerings. Based on these criteria, the following segments were developed b the different profiles identified through the research, and an a communication behaviors both locally and nationally. Segment #1: Young Adults (18 to 39 years old) without Children i: This segment represents 19 percent of DublinÓs adult population. By m st measures, this segment had the lowest engagement and usage of PCSD programs. While this segment was generally satisfied with PCSD programs and services, its rat the c itywide average ratings for DublinÓs website and online activity gu ide. 4 High local engagement & PCSD program usage Î 1% Medium local engagement & PCSD program usage Î 27% Low local engagement & PCSD program usage Î 71% 4 Local engagement & PCSD usage was determined by the level of participation in PCSD programs (Q8 battery in the resident survey) and the usage of local information sources (Q14 battery in the resident survey). 3 Marketing & Communications Plan City of Dublin: Parks & Community Services Segment #2: Middle-Aged Adults (40 to 64 years) without Children: This segment represen ts 17 percent of DublinÓs adult population. This segment ha d the second lowest engagement and usage of PCSD programs. 5 High local engagement & PCSD program usage Î 13% Medium local engagement & PCSD program usage Î 34% Low local engagement & PCSD program usage Î 53% Segment #3: Adults (18 to 64 years old) with Children in the Home and an Annual Household Income of $50,000 or less. This segment represents nine percent of DublinÓs adult population. Segment 3 had the highest percentage of respondents that fell into the high local engagement and program usage category (28%). High local engagement & PCSD program usage Î 28% Medium local engagement & PCSD program usage Î 32% Low local engagement & PCSD program usage Î 40% Segment #4: Adults (18 to 64 years old) with Children in the Home and an Annual Household Income of $50,001 or more. This segment represents 44 percent of DublinÓs adult population. Segment 4 had the highest percentage of respondents that fell into the high or medium local engagement and program usage categories (65%). High local engagement & PCSD program usage Î 26% Medium local engagement & PCSD program usage Î 39% Low local engagement & PCSD program usage Î 35% Segment #5 Seniors (65 years and older). This segment represents 10 percent of DublinÓs adult population. Seniors had a higher level of engagement than their younger counterparts without children in the home, but lower than those in the home. High local engagement & PCSD program usage Î 13% Medium local engagement & PCSD program usage Î 39% Low local engagement & PCSD program usage Î 48% 5 Local engagement & PCSD usage was determined by the level of participation in PCSD programs (Q8 battery in the resident survey) and the usage of local information sources (Q14 battery in the resident survey). 4 Marketing & Communications Plan City of Dublin: Parks & Community Services Brand SWOT Analysis The PCSDÓs brand is intricately linked to the City of DublinÓs brand, along with its multiple communication mediums that are used to reach DublinÓs r idents and customers. FCM conducted a comprehensive Communications Audit to evaluate the performance of various customer touch points that contribute to awareness building of the PCSD, understanding of its service offerings, and value and services. These include virtual touch points (website, social media, mobile apps, eMarketing) along with collateral materials and messaging (brochures, flyers). These touch points, along with one-to-one interactions, comprise a customerÓs experience of the brand and can play a decisive role in engagement (market penetration) with its products and services. Based on the market research and Communications Audit, noted below are the key strengths, weaknesses, opportunities, and threats for the PCSD brand. Brand Strengths The survey revealed several strengths pertaining to brand perception and market position. More than 25 percent of those surveyed are high users of the brand (26% residents and 36% customers). There was a strong rating among surveyed residents and customers pertaining to the online guide and registration pr ÐexcellentÑ and 48% to 58% ÐgoodÑ). A majority of residents are Ðvery satisfiedÑ with PCSD services (68% parks and open spaces and 54% community facilities). Both resident and customer satisfaction with general programs, services, and community events produced strong scores (45% to 52% Ðvery satisfiedÑ). There were strong ratings among residents and customers pertaining to the affordability and value of recreational programs (37% to 42% ÐexcellentÑ and 35% to 44% ÐgoodÑ) which can be used as key message points when promoting PCSD services. In terms of communications efforts, approximately half of surveyed residents (49%) and customers (51%) are Ðvery satisfiedÑ with the eff orts to provide information to residents about parks, community services, and recreational programs through the website, activity guide, and related sources of information. The survey results revealed that both residents and customers are overall satisfied with the website and the online guide, rating the se items as ÐgoodÑ (48% to 61%) compared to ÐexcellentÑ (19% to 27%) or ÐfairÑ (12% to 16%). This is a positive rating with room for imp. The PCSD utilizes the CityÓs Twitter account which posts rel evant content and contains a well- branded skin that mirrors the look-and-feel of the CityÓs website. Facebook has been used specifically by the PCSD for two of its special events, along with mobile apps to help participants find information quickly. eMarketing is a primary communications tool with relevant content. Place branding scores pertaining to the quality of life in Dublin are very strong among both residents and customers (46% to 50% ÐexcellentÑ and 4 3% to 50% ÐgoodÑ). These scores can be leveraged as key message points when developing the CityÓs overall place branding strategy in the future. 5 Marketing & Communications Plan City of Dublin: Parks & Community Services Brand Weaknesses One of the biggest weaknesses uncovered in the Communications Au no systems in place to provide the PCSD with real-time data that would evaluate market position, including market penetration rates, on an ongoing basis. Additionally, there are no systems in place to track referral sources of new incoming customers to evaluate return-on-investment (ROI) of outreach strategies. While there is rich data available through Vertical Response to monitor eMarketing effectiveness, the listserv efforts through the CityÓs website do not have reports that can be easily mined and evaluated which makes it difficult to know how well these eMarketing strategies are working. FCM uncovered elements of the PCSDÓs section of the CityÓs website that could be improved including branding, navigation, and broken links. In using social media there are often truncated tweets that communicate incomplete phrases, to continually analyze tweets, and challenges using social media protocols that could improve followers. Recommendations for improvement are detailed Communications Plan. Brand Opportunities More than 25 percent are low users of the brand (46% residents and 27% customers) which is a key opportunity to convert these segments with a highly targeted campaign to increase usage and referrals to the PCSD service offerings. There is also an opportunity to add opt-in forms to capture more detailed profiles on target audiences, including Vertical Response and the listserv functionality on th website. Additionally, internal systems can be designed to track market position and penetration rates segmented by identified target audiences. Social media can also be used as a two-way engagement tool to ascertain customersÓ perceptions about product/service offerings including why residents scored the following as Ðsomewhat satisfiedÑ: parks and open space (27%); community facilities (33%); and general programs, services, and community events (42%). In terms of communications, the website, Twitter account, and eMarketing strategies can all be improved through repackaging the PCSDÓs service offerings and developing segmented strategies for the target audiences. Expanded use of social media using both Facebook for the PCSD in general beyond just special events and Pinterest are opportunities to better connect with residents and customers. FCM provides the detailed recommendations for all of these brand opportunities in the Marketing and Communications Plan. Brand Threats Because of the lack of systems in place to capture ongoing data and trends about market segments, market position, and market penetration rates, the PCSD will always be in a reactive state, making assumptions about its marketing and communications strategies until this is remedied. This may result in overspending the allocated marketing 6 Marketing & Communications Plan City of Dublin: Parks & Community Services budget, or not investing in the right mediums. A lack of data may also cause a loss of market share to competitors or neighboring cities offering simil C&R ONCLUSIONS ECOMMENDATIONS Marketing & Communications Recommendations There are several key strategies that the PCSD will need to undertake to build on its strengths and capitalize on opportunities, as noted in the analysis. Some of these will require coordination with the CityÓs overall marketing and communications processes and its upcoming place branding initiative. There are potentiall promotional activities between departments that can, and should, be leveraged. While understanding the size and scope of the different demographic segments in Dublin will be valuable, understanding how these demographic segments c and interact with the surrounding communities is just as important. In the customer survey, 32 percent of PCSD customers that were able to identify the last Dublin PCSD program they signed up for indicated they had also signing up for a similar PCSD program/event/activity in a neighboring city or in Dublin, but not through the City of Dublin. The programs that PCSD customers were most likely to identify that they signed up for outside of the City of Dublin, included youth sports leagues and activities in Pleasanton and San Ramon as well as club sports (soccer and little league) in Dublin. Ultimately, it is the City of DublinÓs unique competitive advantages that will strengthen the overall brand and feed its many departments, including the PCSD. One key recommendation for the Department is a repackaging of its service offerings, as the current packaging could be confusing to a new customer and does not clearly point to services that are relevant for each target audience. For example, Ðyouth fee assi stance programÑ and Ðjunior warriors basketballÑ appear on the current website as two unique menu items creating a total of 15 menu options. The revised packaging noted below would prompt the target audience to the correct cate programs and services that are relevant to that target. FCM recommends a repackaging of the PCSDÓs product and service offerings into five general categories to provide an overview of everything offered offerings specific to the PCSDÓs market segments. Category #1: Parks & Open Spaces Î includes city and dog parks, open spaces, sports fields and courts, and trails and bikeways. Category #2: Community Facilities & Rentals Î includes all facilities that may be utilized by the community and/or be rented. Category #3: Heritage & Cultural Arts Î includes the arts programs, heritage places, and tours. Category #4: Recreation & Activities Î is divided into three subcategories (youth recreation and activities; adult recreation and activities; senior recreation and activities). 7 Marketing & Communications Plan City of Dublin: Parks & Community Services Category #5: Community Events & Festivals Î includes any and all community activities and festivals. Any new service offerings in the future would then be placed into one of these categories within any of the PCSDÓs com munication mediums, to help new prospective customers find offerings by general category and by specific target audien This packaging should be applied to the PCSDÓs section of the CityÓs website, and the online and paper catalog, to better point the identified target audience to the areas that are relevant to the target. FCM has detailed specific recommendations for these communication mediums, along with improvements in social media, mobile website, and search engine optimization in the Marketing and Communications Plan. Segment Specific Recommendations for PCSD Research reveals that Americans on average encounter more than 3 messages per day when one takes into account billboards, Internet ads, television, 6 radio, and word-of-mouth. That is why it is so critical to use market research to support efforts in profiling target audience sÓ preferences in order to deploy segmentation strategies. The market segment has to clearly understand what products and services are relevant to its preferences and needs, and the value proposi It is recommended that for marketing and communication purposes, the PCSD utilize the following market segmentation strategy. Table 1: Market Segmentation Current Market Recommended Current Market Segments Segments Potential Young Adults w/o Children Young Adults w/o Children 7,123 (19.2%) (25-44 years old) (18-39 years old) Adults w/o Children Adults (45-64 years old)6,361 (17.2%) (40-64 years old) Families w/Children 3,322 (9.0%) Annual Income $50,000 or less ____________________ ___________________ Families w/Children Families w/Children 16,394 (44.2%) Annual Income $50,001 or more Seniors (65+ years old) Seniors (65+ years old)3,874 (10.4%) 6 Data Smog, David Shenk. YouTube Interview http://www.youtube.com/watch?v=Yze7NRqPJ3E 8 Marketing & Communications Plan City of Dublin: Parks & Community Services To continually profile these market segments more effectively, t its current listserv to the Vertical Response database. An opt-i capture the one-time profile of PCSD customers as follows. First Name Email Age Category Please check those categories/topics that interest you the most. 18-39 years old Parks & Open Spaces 40-64 years old Community Facilities & Rentals 65+ years old Heritage & Cultural Arts Number of Children in Household Youth Recreation & Activities None Adult Recreation & Activities 1 Senior Center 2-3 Community Events & Festivals More than 3 Children Age Categories Î Insert total number Please check all of the communication of children for each category mediums that you regularly use. Preschool (3-5 years) Email Middle Childhood (6-11 years) Text Young Teens (12-14 years) Twitter Teenagers (15-17 years) Mobile Applications Facebook Household Income Category Pinterest $50K or less Other More than $50K Additionally, online advertising using Google Ads and Facebook can be very effective in reaching highly targeted market segments. These strategies can b users of the PCSD and those that are in the market space but are not currently customers. Online ads can reach market segments based on locatio income level. Market segments were evaluated based on the types of current com mediums most used to establish specific strategies that are best for each segment. The PCSD will need to establish ongoing systems to monitor the ROI f strategies through a marketing and communications dashboard. Segment #1: Young Adults w/out Children (18 to 39 years old) This market segment represents the greatest market potential for the PCSD (19% of the total market) and is, in large part, the lowest user of the PCSD services (those that are between 18-29 years old). Approximately 18 percent of the surveyed market segment uses social media regularly (18%) with usage of the website at 25 percent and the online activity guide at 13 percent. Repackaging the website and the online guide will be effective t with this target because they will not have to sort through information and activities targeted to those families with children. Professional photography, not clip art, should be 9 Marketing & Communications Plan City of Dublin: Parks & Community Services used for this audience that shows the diversity of DublinÓs ethn group participating in adult recreation with others in a similar age category. It is recommended that the paper catalog also be segmented for this ta anything pertaining to youth and senior service offerings, as currently 25 percent of this segment uses the paper catalog as a source for information. Segm should also be used to deliver targeted messaging to this market relevant activities, as well as helpful tips and information. According to national data trends, between 61 and 72 percent of this market segment have mobile phones. FCM has provided detailed recommendations for a PCSD mobile website with streamlined information that will help its customer information and updates. Based on national trends, 67 percent of women within this market segment use Facebook which can be a tool to improve market penetration for the PCSD overall within this segment, based on the social nature of the PCSD service off Segment #2: Adults without Children in the Home (40-64 years) This segment represents approximately 17 percent of the PCSDÓs market potential. Approximately 11 percent of the surveyed market segment engages in social media, with a high usage of the paper catalog (43%). According to national data, Pew Research reports that between 32 to 59 percent of those households within this age group own a SmartPhone, so mobile websites and applications can also be considered for this market segment. Pinterest is also used by women 50 years and younger which can be an effective medium to target this segment, given that the PCSD uses photos to showcase its many events and service offerings. Segmented eMarketing can deliver targeted messaging to this market segment, along with tips and information. Segment #3: Families with Children (Annual Income $50,000 or Less) This segment represents approximately nine percent of th e PCSDÓs market potential. Roughly 23 percent of this surveyed market segment engages in social media, with a high usage of the online guide (47%) and paper catalog (40%). Fl resonate somewhat with this audience (20% Ðregularly checkÑ). A b randed, recognizable template can be developed as a way to consistently help these communication mediums stand out. According to national data, Pew Research reports that approximately 46 percent of those households that earn less than $50,000 own a SmartPhone (88% own a cell phone), so mobile websites and applications can also be considered for this market segment. Segment #4: Families with Children (Annual Income $50,001 or More) This segment represents the second highest in terms of market potential for the PCSD at 44 percent. Approximately 16 percent of thesurveyed market se social media, with high usage of the online guide (44%) and paper catalog (41%). According to national data, Pew Research reports that between 56 to 68 percent of those households that earn $50,001 or more than own a SmartPhone, so mobile websites and applications can also be considered for this market 10 Marketing & Communications Plan City of Dublin: Parks & Community Services Segment #5: Seniors (65+) This market segment represents 10 percent of the PCSDÓs market potential. A high percentage of seniors (45%) use the paper activity guide to obta PCSD. Seniors are by far the target audience that utilizes regional newspapers or periodicals the most at 52 percent. A cause marketing partnership could be developed with regional papers to highlight senior stories and the work of the advisory council on a monthly basis in exchange for marketing the paper to the senior community at the Senior Center. NS EXT TEPS Once strategies have been thoroughly reviewed with the PCSD leadership team, FCM will recommend a tactical execution plan and a marketing and com dashboard to include: a) customer satisfaction; b) awareness of service offerings; c) usage of online information and tools; and d) return-on-investment of selected strategies. 11 Marketing & Communications Plan City of Dublin: Parks & Community Services AA:RST PPENDIX ESIDENT URVEY OPLINES (n=250) Introduction Introduction: Hello, my name is ______ and IÓm calling on behalf of the City of Dublin. The city has hired BW Research, an independent research agency, to conduct a issues in your community and we would like to get your opinions. INDICATES THEY ARE A CITY COUNCIL MEMBER OR CITY STAFF- THANK THEM AND LET THEM KNOW THIS SURVEY IS MEANT FOR DUBLIN RESIDENTS WHO ARE NOT CURRENTLY WORKING FOR THE CITY] (If needed): This should just take a few minutes of your time. (If needed): I assure you that we are an independent research agency and that all of your responses will remain strictly confidential. For statistical reasons, I would like to speak to the youngest adult male currently at home that is at least 18 years of age. (Or youngest female depending previous completed interviews) (IF THERE IS NO MALE/FEMALE AT LEAST 18 AVAILABLE, THEN ASK:) Ok, then IÓd like to speak to the youngest adult female/male currently at home that is at least 18 years of age. (IF THERE IS NO MALE/FEMALE AT LEAST 18 AVAILABLE, ASK FOR CALLBACK TIME) (If needed): This is a study about issues of importance in your community Î it is a survey only and we are not selling anything. (If needed): This survey should only take a few minutes of your time. (If the individual mentions the national do not call list, respond according to American Marketing Association guidelines): ÐMost types of opinion and marketing research studies are exempt under the law that congress recently passed. That law was passed to regulate the activities of the telemarketing industry. call. Your opinions count!Ñ) A-1 Marketing & Communications Plan City of Dublin: Parks & Community Services Screener Questions SCREENER Before we begin, I want to confirm that you live within our stud A currently a resident of the City of Dublin? 100.0% Yes [Thank and terminate] 0.0% No SCREENER Are you a Dublin City Council member or do you currently work fo B Dublin? 0.0% [Thank and terminate] Yes 100.0% No SCREENER In what year were you born? (Recoded into Age) C 21.9% 18 to 29 years old 26.2% 30 to 39 years old 21.8% 40 to 49 years old 20.7% 50 to 64 years old 9.4% 65 years and older A-2 Marketing & Communications Plan City of Dublin: Parks & Community Services Q1 To begin, how would you rate the quality of life in Dublin? 50.1% Excellent 42.8% Good 7.1% Fair 0.0% Poor 0.0% Very poor 0.0% (DonÓt Read) DK/NA Where do you typically go to find information about parks, recre Q2 community events? [DONÓT READ, NOTE FIRST TWO RESPONSES - Percentages will sum to more than 100%] 38.3% City of Dublin website 34.8% Mailed - City of Dublin Activity Guide 22.5% Online - City of Dublin Activity Guide 0.3% City of Dublin, social media (Please specify______) 2.0% Posted information at the park, facility, or trailhead 1.0% Tri-Valley Times 0.0% Local cable station 0.2% Local public access TV station 12.6% Web search or Google it 0.7% Social media (specify if they say, Facebook, Twitter, ..) 0.0% Radio (Please specify______) 0.0% Television (Please specify______) 1.1% Patch.com 5.0% City buildings such as the library, community centers, or senior 2.1% Word of mouth 4.6% Other (Please specify______) 4.3% None 1.5% (DonÓt Read) DK/NA A-3 Marketing & Communications Plan City of Dublin: Parks & Community Services Next, I would like to ask you about some of the key services, pr in the City of Dublin. Q3 Overall, how informed are you about the parks, programs, and community events that are managed and/or maintained by the City of Dublin? 23.8% Very informed 53.0% Somewhat informed 22.9% Generally uninformed 0.3% (DonÓt Read) DK/NA Next, IÓd like to ask specifically how often you or members of y DublinÓs parks and open spaces. How often do you or members of your household use ______________ in Dublin regularly, sometimes, seldom, or never? [IF NEEDED USE SCALE DES Q4 SCALE DESCRIPTION Regularly, at least once a week or more Sometimes, at least once a month, but typically not every week Seldom, typically once or a few times a year or less [IF NEEDED REMIND RESPONDENT OF SCALE] Randomize (DonÓt Read) Regularly Sometimes Seldom Never DK/NA A. Tennis courts or sports fields for soccer, baseball, or other sports 25.6% 24.2% 18.0% 32.1% 0.0% that require grass fields B. Children's play areas and 32.8% 18.6% 16.6% 32.0% 0.0% playgrounds C. Trails for hiking and running 28.8% 28.2% 20.9% 21.7% 0.4% D. Open space or undeveloped parks 18.6% 22.2% 23.5% 35.4% 0.3% E. A dog park, such as Dougherty Hills 7.7% 11.0% 10.2% 70.1% 1.0% F. Dublin parks for picnicking and being outside with family and 31.2% 28.3% 22.2% 17.9% 0.3% friends A-4 Marketing & Communications Plan City of Dublin: Parks & Community Services Overall, are you satisfied or dissatisfied with the cityÓs parks Q5 ones we have just discussed? (GET ANSWER, THEN ASK:) Would that (satisfied/dissatisfied) or somewhat (satisfied/dissatisfied)? 68.0% Very satisfied 27.5% Somewhat satisfied 1.0% Somewhat dissatisfied 0.5% Very dissatisfied 3.0% (DonÓt Read) DK/NA Next, IÓd like to ask specifically how often you or members of y DublinÓs community facilities. How often do you or members of your household use ______________ regularly, sometimes, seldom, or never? [IF NEEDED USE SCALE DES Q6 SCALE DESCRIPTION Regularly, at least once a week or more Sometimes, at least once a month, but typically not every week Seldom, a few times a year or less [IF NEEDED REMIND RESPONDENT OF SCALE] Randomize (DonÓt Read) Regularly Sometimes Seldom Never DK/NA A. Dublin Swim Center 10.1% 16.8% 19.0% 54.0% 0.0% B. Heritage Park and 3.6% 10.5% 29.8% 55.4% 0.8% Museums C. Shannon 5.1% 18.9% 28.4% 47.6% 0.0% Community Center D. Dublin Senior 1.8% 7.3% 9.2% 81.7% 0.0% Center A-5 Marketing & Communications Plan City of Dublin: Parks & Community Services Overall, are you satisfied or dissatisfied with the cityÓs commu Q7 ones we have just discussed? (GET ANSWER, THEN ASK:) Would that (satisfied/dissatisfied) or somewhat (satisfied/dissatisfied)? 53.6% Very satisfied 32.8% Somewhat satisfied 2.7% Somewhat dissatisfied 0.6% Very dissatisfied 10.4% (DonÓt Read) DK/NA A-6 Marketing & Communications Plan City of Dublin: Parks & Community Services Now, I would like to ask you about the cityÓs recreational, cult programs, services, and community events. Now IÓm going to read a list of programs, services, and community events provided by the City of Dublin. For each one, please tell me if you or any m household has attended that program, service, or event and if yes, have you or your household member attended, regularly, sometimes, or seldom. Have you or someone in your household participated or attended: Q8 managed by the City of Dublin? (GET ANSWER AND THEN ASK:) If ye regularly, sometimes, or seldom? SCALE DESCRIPTION Regularly, at least once a week or more Sometimes, at least once a month, but typically not every week Seldom, a few times a year or less [IF NEEDED REMIND RESPONDENT OF SCALE] Randomize (DonÓt Have not Yes, Yes, Yes, Read) attended regularly sometimes seldom DK/NA A. Activities at the senior center 80.7% 2.7% 7.1% 9.5% 0.0% B. A preschool program 83.0% 7.8% 2.9% 5.8% 0.6% C. Summer camps 74.1% 7.1% 6.6% 10.6% 1.6% D. Music, dance, and art 75.2% 5.1% 8.4% 10.0% 1.3% programs for children E. Educational and enrichment 72.1% 9.1% 7.7% 10.2% 0.9% classes for children F. Sports programs for youth 58.4% 22.6% 11.3% 7.7% 0.0% G. Swim and aquatics programs 63.7% 9.1% 13.1% 14.1% 0.0% H. Educational and enrichment 77.6% 1.6% 9.1% 11.7% 0.0% classes for adults I. After school programs for 76.6% 9.8% 4.7% 8.0% 0.9% youth J. Heritage programs and tours 69.7% 2.7% 7.5% 19.4% 0.6% at Heritage Park K. Special events and festivals 11.0% 22.3% 30.5% 36.2% 0.0% L. Fitness and wellness 78.5% 3.8% 9.1% 8.6% 0.0% programs for adults M. Sports programs and 79.5% 3.0% 7.3% 10.2% 0.0% leagues for adults N. Music, dance, and art 81.1% 4.3% 4.5% 10.1% 0.0% programs for adults A-7 Marketing & Communications Plan City of Dublin: Parks & Community Services Overall, are you satisfied or dissatisfied with the cityÓs progr Q9 events, like the ones we discussed? (GET ANSWER, THEN ASK:) Woul (satisfied/dissatisfied) or somewhat (satisfied/dissatisfied)? 44.9% Very satisfied 41.7% Somewhat satisfied 0.7% Somewhat dissatisfied 0.6% Very dissatisfied 12.1% (DonÓt Read) DK/NA Next, I would like to ask about your experience with cultural events, exhibits, or performances, such as an art gallery showing, a musical recital, or a theatre performance. Q10 In the last 12 months, have you or a household member attended a cultural event, exhibit, or performance? (GET ANSWER Î IF YES) In what city or cities did you attend these cultural events, exhibits, or performances? 65.5% No 33.6% Yes, (Identify cities________________________) Verbatim Recorded 0.9% (DonÓt Read) DK/NA A-8 Marketing & Communications Plan City of Dublin: Parks & Community Services Next, IÓd like to ask about the importance of having different cultural facilities within the City of Dublin. How important is it to have ______________ in Dublin, extremely important, important Q11 (IF NEEDED, Ðjust importantÑ), or not too important [IF NEEDED USE SCALE DESCRIPTION] [IF NEEDED REMIND RESPONDENT OF SCALE] Randomize (DonÓt Extremely Not too Read) important Important important DK/NA A. A cultural arts center, that could be used 29.0% 51.0% 19.8% 0.2% for community or cultural events B. A performing arts center 30.9% 50.9% 17.1% 1.1% C. An art gallery 17.2% 41.6% 40.8% 0.4% A-9 Marketing & Communications Plan City of Dublin: Parks & Community Services Next, I want to ask you about parks, recreation, enrichment, and cultural programs and services provided by the City of Dublin. Now IÓm going to read a list of statements that describe priorities or opinions regarding the City of Dublin and the facilities, services, and programs that it manages or Q12 maintains. Here is the (fist/next) one: _____________ Do you generally agree, disagree, or neither agree nor disagree with the statement? (GET ANSWER IF AGREE OR DISAGREE ASK:) Would that be strongly (agree/disagree) or somewhat (agree/disagree)? Randomize Neither agree (DonÓt Strongly Somewhat nor Somewhat Strongly Read) agree agree disagree disagree disagree DK/NA A. The recreational programs provided by 42.4% 35.1% 13.8% 3.5% 1.2% 4.0% the city are affordable and a good value B. Finding information about the city's recreational, cultural, 37.6% 38.9% 9.1% 7.3% 5.3% 1.7% and enrichment programs is easy C. I like to have the city's activity guide mailed to 57.2% 24.7% 6.5% 6.3% 5.4% 0.0% me D. I typically use my mobile phone to find out about 20.8% 17.9% 13.6% 20.9% 26.0% 0.9% recreational resources and programs A-10 Marketing & Communications Plan City of Dublin: Parks & Community Services Switching gears a bit, now I would like to get your opinions about city-resident communication. Q13 Are you satisfied or dissatisfied with the cityÓs efforts to pro residents about, parks, community services, and recreational programs through its website, activity guide, and related sources of information? (GET ANSWER, THEN ASK:) Would that be very (satisfied/dissatisfied) or somewhat (s 49.1% Very satisfied 39.2% Somewhat satisfied 6.1% Somewhat dissatisfied 0.4% Very dissatisfied 5.2% (DonÓt Read) DK/NA How often are you using the following sources of information whe Q14 out about city facilities, programs, and/or events related to parks, recreation, and culture? Randomize (DonÓt Read) Regularly Sometimes Seldom Never DK/NA A. The City of Dublin Website - 30.6% 30.6% 18.2% 20.7% 0.0% www.dublin.ca.gov B. Regional newspapers or periodicals, such as the Tri-Valley 18.2% 17.9% 15.1% 48.8% 0.0% Times or The independent C. Social media such as Facebook, 20.8% 9.8% 13.7% 55.7% 0.0% Twitter, or YouTube D. Dublin's Activity Guide, the paper 43.1% 26.9% 13.4% 16.2% 0.4% catalog? E. Dublin's online activity guide and registration website, 23.8% 30.3% 11.0% 34.9% 0.0% www.dublinrecguide.com F. Flyers or posters at city buildings like the library, senior center, or 17.2% 21.7% 21.9% 39.2% 0.0% community centers A-11 Marketing & Communications Plan City of Dublin: Parks & Community Services Next I am going to ask you a few questions about online information sources from the City of Dublin. Q15 [IF Q14A=1, 2 OR 3 ASK Q15 OTHERWISE SKIP] How would you rate DublinÓs website Î www.dublin.ca.gov? (n=198) Percentages among the 198 respondents who have utilized the City 18.9% Excellent 55.1% Good 15.3% Fair 0.9% Poor 0.0% Very poor 9.9% (DonÓt Read) DK/NA [IF Q14E=1, 2 OR 3 ASK Q16 OTHERWISE SKIP] Q16 How would you rate DublinÓs online activity guide and registration website Î www.dublinerecguide.com? (n=163) Percentages among the 163 respondents who have utilized DublinÓs online activity guide and 27.6% Excellent 48.1% Good 15.7% Fair 2.3% Poor 0.0% Very poor 6.4% (DonÓt Read) DK/NA To wrap things up, I just have a few background questions for comparison purposes only. A-12 Marketing & Communications Plan City of Dublin: Parks & Community Services QA Please tell me how many children under 18 live in your household. _____ 43.0% No children 25.8% One child 20.6% Two children 8.6% Three or more children 2.1% (DonÓt Read) Refused [IF QA>0 THEN ASK QB Î QD OTHERWISE SKIP TO QE] Do you have children between the ages of 0 and 5 years old, livi QB household? (n=137) Percentages among the 137 respondents with children under 18 in 44.7% Yes 54.7% No 0.6% (DonÓt Read) Refused Do you have children between the ages of 6 and 12 years old, liv QC household? (n=137) Percentages among the 137 respondents with children under 18 in 51.0% Yes 49.0% No 0.0% (DonÓt Read) Refused A-13 Marketing & Communications Plan City of Dublin: Parks & Community Services Do you have children between the ages of 13 and 17 years old, li QD household? (n=137) Percentages among the 137 respondents with children under 18 in 32.8% Yes 67.2% No 0.0% (DonÓt Read) Refused QE Please tell me how many adults 18 and over live in your household. _____ 10.1% One adult 59.2% Two adults 28.7% Three or more adults 2.1% (DonÓt Read) Refused QF Do you live east or west of Hacienda Drive? 36.9% East 54.8% West 8.3% (DonÓt Read) DK/NA A-14 Marketing & Communications Plan City of Dublin: Parks & Community Services What ethnic group do you consider yourself a part of or feel closest to? (IF QG HESITATE, READ): 12.1% Asian: Indian Subcontinent 14.2% Asian: Non-Indian Subcontinent 3.1% Pacific Islander 4.3% Black or African American 7.6% Hispanic or Latino(a) 52.1% White 0.4% Other (Specify:______) 6.2% (DonÓt Read) DK/NA Lastly, I am going to read some income categories, please stop me when I reach the QH one that best describes your current total household income for the last 12 months. 3.0% Below $25,000 10.1% $25,000 to $50,000 24.2% $50,001 to $100,000 32.5% $100,001 to $200,000 12.4% More than $200,000 17.7% (DonÓt Read) DK/NA Those are all of the questions I have for you. Thank you very much for participating! A-15 Marketing & Communications Plan City of Dublin: Parks & Community Services QI Gender (Recorded from voice, not asked): 52.2% Male 47.8% Female J. First Name of Respondent ___________________ K. Phone ______ L. Date of Interview ___________________ M. Name of Interviewer ___________________ N. Time of Interview ___________________ A-16 Marketing & Communications Plan City of Dublin: Parks & Community Services AB:CST PPENDIX USTOMER URVEY OPLINES (n=556) Introduction The City of Dublin's Parks and Community Services department has engaged BW Research, an independent research firm, to conduct a concerning issues in your community and we would like to get your opinions. All information you submit will be held confidential by BW Research and only summary information will be reported. If you have any questions about the survey, please contact Ryan Young with BW Research at (760) 730-9325 or survey@bwresearch.com. B-1 Marketing & Communications Plan City of Dublin: Parks & Community Services Screener Questions SCREENER Are you a Dublin City Council member or do you currently work fo A Dublin? 0.0% Yes [Thank and terminate] 100.0% No SCREENER In what year were you born? B 3.2% 18 to 29 years old 29.3% 30 to 39 years old 39.4% 40 to 49 years old 21.6% 50 to 64 years old 6.3% 65 or older 0.2% Not coded B-2 Marketing & Communications Plan City of Dublin: Parks & Community Services Q1 What city do you live in? 61.0% Dublin 14.0% San Ramon 10.1% Pleasanton 4.9% Livermore 2.0% Danville 1.6% Castro Valley 6.5% Other (Specify) Q2 How would you rate the quality of life in your community? 46.0% Excellent 50.4% Good 3.4% Fair 0.2% Poor B-3 Marketing & Communications Plan City of Dublin: Parks & Community Services The following section asks about some of the key services, progr the City of Dublin. Q3 Where do you typically go to find information about parks, recre community events? [OPEN-ENDED] 39.6% Other websites (Google, Yahoo, etc.) 31.1% City of Dublin website Or www.dublin.ca.gov 18.0% Dublin's Activity Guide, the paper catalog 10.8% www.dublinrecguide.com 5.6% Other mailed City flyers, mailers, etc. 5.0% Information posted at City buildings (library, senior center, et 4.9% Newspapers or magazines 2.7% Email 1.3% Word of mouth Other Î No single category over 1% 4.7% 4.1% Refused B-4 Marketing & Communications Plan City of Dublin: Parks & Community Services Now youÓre going to be presented with a list of programs, servic events provided by the City of Dublin. For each one, please tell me if member of your household has attended that program, service, or have you or your household member attended, regularly, sometimes Q4 SCALE DESCRIPTION Regularly = at least once a week or more Sometimes = at least once a month, but typically not every week Seldom = a few times a year or less RANDOMIZE Don't Have not Yes, Yes, Yes, know/ attended regularly sometimes seldom Refused A. Activities at the senior center 78.2% 3.2% 4.9% 11.5% 2.2% B. A preschool program 73.2% 13.5% 4.1% 6.7% 2.5% C. Summer camps 60.1% 8.8% 17.4% 12.1% 1.6% D. Music, dance & art programs 54.9% 10.3% 18.5% 14.6% 1.8% for children E. Educational & enrichment 59.5% 6.3% 18.9% 13.1% 2.2% classes for children F. Sports programs for youth 46.8% 21.2% 16.9% 13.8% 1.3% G. Swim and aquatics 49.3% 14.2% 17.1% 17.8% 1.6% programs H. Educational & enrichment 70.3% 2.9% 9.9% 14.7% 2.2% classes for adults I. After school programs for 79.1% 7.0% 6.7% 5.0% 2.2% youth J. Heritage programs and tours 63.5% 5.0% 14.2% 14.4% 2.9% at Heritage Park K. Special events & festivals 12.4% 31.7% 38.1% 17.3% 0.5% L. Fitness & wellness programs 67.3% 7.6% 12.6% 10.3% 2.3% for adults M. Sports programs & leagues 82.7% 3.2% 4.1% 6.5% 3.4% for adults N. Music, dance, & art 78.2% 3.8% 6.5% 8.6% 2.9% programs for adults B-5 Marketing & Communications Plan City of Dublin: Parks & Community Services Overall, how satisfied or dissatisfied are you with the cityÓs p services, and Q5 events, like the ones that were presented earlier? 51.8% Very satisfied 40.6% Somewhat satisfied 3.6% Somewhat dissatisfied 0.9% Very dissatisfied 3.1% Don't know/ Refused The following is a list of statements that describe priorities or opinions regarding the Q6 City of Dublin and the facilities, services, and programs that i Please select your level of agreement with each statement. RANDOMIZE Neither agree Don't Strongly Somewhat nor Somewhat Strongly know/ agree agree disagree disagree disagree Refused A. The recreational programs provided by the City of Dublin 37.2% 44.1% 9.4% 4.0% 0.7% 4.7% are affordable and a good value B. Finding information about DublinÓs recreational, 42.1% 40.1% 10.1% 4.0% 0.7% 3.1% cultural, and enrichment programs is easy C. I typically use my mobile phone to find out about 13.1% 20.1% 15.5% 14.2% 34.0% 3.1% recreational resources and programs D. The City of Dublin regularly has different community 31.5% 43.0% 15.8% 6.1% 1.8% 1.8% events that I am usually aware of B-6 Marketing & Communications Plan City of Dublin: Parks & Community Services The next several questions will attempt to gather your opinions about city-resident communication. Q7 How satisfied are you with the City of Dublin's efforts to provide i customers about, parks, community services, and recreational programs through its website, activity guide, and related sources of information? 50.9% Very satisfied 39.2% Somewhat satisfied 4.0% Somewhat dissatisfied 0.7% Very dissatisfied 5.2% Don't know/ Refused B-7 Marketing & Communications Plan City of Dublin: Parks & Community Services How often are you using the following sources of information whe about city facilities, programs, and/or events related to parks, recreation, and cultur Q8 SCALE DESCRIPTION Regularly = at least once a week or more Sometimes = at least once a month, but typically not every week Seldom = a few times a year or less RANDOMIZE Don't know/ Regularly Sometimes Seldom Never Refused A. The City of Dublin website 31.5% 39.6% 20.9% 7.0% 1.1% (www.dublin.ca.gov) B. Regional newspapers or periodicals, such as the 12.1% 24.3% 30.0% 31.7% 2.0% Tri-Valley Times or The Independent C. Social media such as Facebook, Twitter, or 13.5% 19.8% 17.1% 47.8% 1.8% YouTube D. DublinÓs Activity Guide, the 36.7% 31.3% 17.8% 12.1% 2.2% paper catalog E. Dublin's online Activity Guide and registration 39.9% 34.7% 18.0% 5.4% 2.0% website (www.dublinrecguide.com) F. Flyers or posters at city buildings like the library, 10.8% 32.7% 32.7% 21.8% 2.0% senior center, or community centers The following question asks about the importance of having different cultural facilities within the City of Dublin. Q9 According to you, how important is it to have each of the listed Dublin? RANDOMIZE Don't Extremely Not too know/ important Important important Refused A. A cultural arts center that could be used 29.5% 43.7% 21.9% 4.9% for community or cultural events B. A performing arts center 29.0% 42.3% 24.3% 4.5% C. An art gallery 12.2% 31.7% 51.1% 5.0% B-8 Marketing & Communications Plan City of Dublin: Parks & Community Services The next few questions ask about how you get information about the City of Dublin. Q10 Where online would you look for information about the City of Du Community Services? [CHECK ALL THAT APPLY] (Multiple Responses Permitted - Percentages May Sum to More than 100%) 77.2% The City of DublinÓs website OR www.dublin.ca.gov 64.6% www.dublinerecguide.com 48.6% I would Google it or use another web search 1.3% Other (Specify) Î Verbatim responses to be provided I do not go online to get information about the City of DublinÓs 0.7% Community Services 5.0% Not sure [IF Q10= ÐThe City of DublinÓs website OR www.dublin.ca.gov Ñ ASK Q11 OTHERWISE SKIP] Q11 How would you rate DublinÓs website Î www.dublin.ca.gov? (n=429) Percentages among the 429 respondents that said they get their online information about the City of DublinÓs Parks and Community Services from the City of DublinÓs website or www.dublin.ca.gov 21.9% Excellent 61.3% Good 12.4% Fair 0.5% Poor 0.5% Very poor 3.5% Don't know/ Refused [IF Q10= Ð www.dublinerecguide.com Ñ SKIP TO Q13 OTHERWISE ASK Q12] B-9 Marketing & Communications Plan City of Dublin: Parks & Community Services Have you visited DublinÓs online activity guide and registration website Î Q12 www.dublinerecguide.com if yes, how often do you use it? (n=197) Percentages among the 197 respondents that said they did not get their online information about the City of DublinÓs Parks and Community Services from www.dublinrecguide.com 1.5% Regularly, once a week or more 18.3% Sometimes, once a month or more 47.7% Seldom, less than once a month 25.9% I have not visited DublinÓs online activity guide, Never [SKIP T 6.6% Don't know/ Refused [SKIP TO Q15] [IF Q10= Ð www.dublinerecguide.com Ñ ASK Q13 OTHERWISE SKIP] How often do you visit DublinÓs online activity guide and registÎ Q13 www.dublinerecguide.com? (n=359) Percentages among the 359 respondents that said they get their online information about the City of DublinÓs Parks and Community Services from www.dubli 5.3% Regularly, once a week or more 49.3% Sometimes, once a month or more 44.0% Seldom, less than once a month 1.4% I have not visited DublinÓs online activity guide, Never [SKIP T 0.0% Don't know/ Refused [SKIP TO Q15] B-10 Marketing & Communications Plan City of Dublin: Parks & Community Services How would you rate DublinÓs online activity guide and registration website Î Q14 www.dublinerecguide.com? (n=487) Percentages among the 487 respondents that said they get their online information about the City of DublinÓs Parks and Community Services from www.dublinrecguide.com, and indicated that they had used the website at least less than once a month (seldom) 21.4% Excellent 57.9% Good 15.6% Fair 1.0% Poor 0.8% Very poor 3.3% Don't know/ Refused Q15 Have you signed up with the City of Dublin to receive information electronically? 51.4% Yes 34.9% No 13.7% Don't know/ Refused B-11 Marketing & Communications Plan City of Dublin: Parks & Community Services CUSTOMER PROFILE The next section of the survey asks a few things about any progr Q16 events you may have recently signed up for. Have you signed for a class, program, or event through the City of Dublin, for either yourself or someone in your household in the last 12 months? 57.0% Yes 40.3% No 2.7% Don't know/ Refused What was the last class, program or event that you signed up forthe City of Q17 Dublin? Youth program (Specify) Î Verbatim responses to be provided 45.7% 17.4% AdultÓs program (Specify) - Verbatim responses to be provided Event (Specify) - Verbatim responses to be provided 12.6% 4.1% Other (Specify) - Verbatim responses to be provided 20.1% Don't know/ Refused Where did you initially learn about the [Response from Q17] prog Q18 [OPEN-ENDED] Verbatim responses to be provided B-12 Marketing & Communications Plan City of Dublin: Parks & Community Services Did you use any additional sources of information to research or Q19 information about the [response from q17] program/event/etc. before signing up? If yes, could you describe where you got the additional information Percentages among the 444 respondents that indicated a class, program or event that they signed up for with the City of Dublin in the past 34.9% Yes (Specify) Î Verbatim responses to be provided 61.9% No 3.2% Don't know/ Refused How would you characterize the process of finding out about the [response for Q17] Q20 program/event/etc. before signing up? (n=444) Percentages among the 444 respondents that indicated a class, program or event that they signed up for with the City of Dublin in the past 64.2% Simple and easy 30.2% A little bit of work, but not too tough 2.3% Lots of work, it was hard to find 3.4% Don't know/ Refused B-13 Marketing & Communications Plan City of Dublin: Parks & Community Services Have you signed up for something similar to the [response from Q17] Q21 program/event/etc., in a neighboring city or in Dublin but not t If yes, can you describe where it was and with whom? (n=444) Percentages among the 444 respondents that indicated a class, program or event that they signed up for with the City of Dublin in the past Yes [Specify program, course or event and with whom (City, Non-P 32.4% Organization)] Î Verbatim responses to be provided 65.5% No 2.0% Don't know/ Refused The last section of the survey consists of background questions that will be used for comparison purposes only. QA How many children under 18 live in your household? 22.8% No children under 18 years old 18.5% One child under 18 years old 41.2% Two children under 18 years old 13.7% Three or more children under 18 years old 3.8% Refused [IF QA>0 THEN ASK QB Î QD OTHERWISE SKIP TO QE] B-14 Marketing & Communications Plan City of Dublin: Parks & Community Services Do you have children between the ages of 0 and 5 years old, livi QB household? (n=408) Percentages among the 408 respondents that said that one or more children under 18 live in their household 42.9% Yes 56.9% No 0.2% Refused Do you have children between the ages of 6 and 12 years old, liv QC household? (n=408) Percentages among the 408 respondents that said that one or more children under 18 live in their household 65.7% Yes 33.8% No 0.5% Refused Do you have children between the ages of 13 and 17 years old, li QD household? (n=408) Percentages among the 408 respondents that said that one or more their household 31.6% Yes 68.1% No 0.2% Refused B-15 Marketing & Communications Plan City of Dublin: Parks & Community Services QE How many adults 18 and over live in your household? (n=339) 9.9% One adult over 18 years old 70.9% Two adults over 18 years old 14.9% Three or more adults over 18 years old 4.3% Refused [IF Q1=ÑDublinÑ ASK QF OTHERWISE SKIP TO QG] QF Do you live east or west of Hacienda Drive? Percentages among the 339 respondents that said they lived in Du 54.9% West 39.8% East 5.3% Don't know B-16 Marketing & Communications Plan City of Dublin: Parks & Community Services QG What ethnic group do you consider yourself a part of or feel closest to? 55.2% White 14.6% Asian: Non-Indian Subcontinent 8.5% Asian: Indian Subcontinent 6.5% Hispanic or Latino(a) 3.2% Pacific Islander 1.8% Black or African American 4.0% Other (Specify) 6.3% Don't know/ Refused QH What amount best represents your household income over the last 12 months? 1.4% Below $25,000 4.9% $25,000 to $50,000 19.2% $50,001 to $100,000 37.4% $100,001 to $200,000 15.8% More than $200,000 21.2% DonÓt know/ Refused B-17 Marketing & Communications Plan City of Dublin: Parks & Community Services QI Please indicate your gender. 18.7% Male 81.3% Female Those are all of the questions we have for you. Thank you very much for participating! B-18 2013 Community Parks Survey 1. Please rate each of the following aspects of Dublin's parks. Don'tRating ExcellentGoodFairPoor KnowCount Overall quality of parks in Dublin39.9% (246)6.0% (37)0.2% (1)0.5% (3)617 53.5% (330) Quality of City of Dublin sports 28.2% (173)7.8% (48)0.7% (4)20.2% (124)614 43.2% (265) fields Maintenance and cleanliness of the 38.8% (238)7.3% (45)0.8% (5)0.7% (4)613 52.4% (321) park landscape areas Cleanliness of the restrooms15.2% (93)20.2% (124)3.3% (20)18.6% (114)613 42.7% (262) Safety in City of Dublin parks31.0% (190)8.8% (54)1.0% (6)5.5% (34)613 53.7% (329) Safety on trails and in open space 23.5% (141)10.3% (62)0.8% (5)15.5% (93)601 49.9% (300) areas Additional comment, if needed 109 answered question618 skipped question7 park ? (select one) ResponseResponse PercentCount 1 to 4 times9.4%58 5 to 12 times22.2%137 13 to 20 times14.4%89 Over 20 times53.9%332 answered question616 skipped question9 1 of 13 3. If you never visited a park, which of the following describes ResponseResponse PercentCount Too busy or not enough time to 48.6%18 use any parks in Dublin I never visit any parks, even 2.7%1 outside of Dublin parks do not have features or 40.5%15 amenities that appeal to me Locations of the parks are 27.0%10 inconvenient I recently moved to Dublin8.1%3 Lack of transportation to get to the 2.7%1 parks Physically unable to use the park 0.0%0 areas Other (please specify) 8 answered question37 skipped question588 2 of 13 4. Please rate how important you think it is for the City of Dub types of parks or park amenities listed below. SomewhatNot at all Rating EssentialVery Important ImportantImportantCount Multiple-use trails (biking, hiking, 35.2% (216)7.5% (46)0.2% (1)614 57.2% (351) walking, running) Passive areas/lakes/open space 33.7% (203)22.1% (133)4.8% (29)603 39.5% (238) meadows Interpretive panels regarding the 11.4% (68)22.8% (136)16.8% (100)596 49.0% (292) natural environment Lighted sports fields and courts36.7% (224)16.6% (101)3.1% (19)610 43.6% (266) Shade structures35.9% (218)13.8% (84)1.8% (11)608 48.5% (295) Dedicated areas for dogs to run 25.2% (153)30.0% (182)14.5% (88)607 30.3% (184) and play Group picnic areas32.0% (193)20.4% (123)0.8% (5)604 46.9% (283) Baseball fields26.1% (157)31.8% (191)6.8% (41)601 35.3% (212) Soccer fields32.1% (193)27.1% (163)4.2% (25)601 36.6% (220) Tennis courts25.7% (155)32.7% (197)4.8% (29)602 36.7% (221) Water play features30.7% (186)23.9% (145)6.4% (39)606 38.9% (236) Softball fields20.3% (121)34.5% (205)8.6% (51)595 36.6% (218) Batting cages10.6% (62)27.2% (159)17.9% (105)585 44.3% (259) Community gardens24.0% (144)29.6% (178)9.2% (55)601 37.3% (224) Community orchards16.8% (100)28.6% (170)16.3% (97)595 38.3% (228) All weather/synthetic turf fields21.3% (127)23.8% (142)19.1% (114)597 35.8% (214) Basketball courts25.5% (151)29.3% (174)6.2% (37)593 39.0% (231) Formal gardens10.1% (60)24.8% (147)20.9% (124)593 44.2% (262) Amphitheaters12.8% (76)27.5% (163)17.4% (103)593 42.3% (251) Public Art12.7% (76)26.2% (157)20.0% (120)599 41.1% (246) 3 of 13 Bocce ball courts11.2% (66)26.6% (157)22.0% (130)591 40.3% (238) Volleyball courts11.9% (71)31.9% (190)13.4% (80)595 42.7% (254) Cricket fields7.3% (43)14.2% (84)35.1% (208)593 43.5% (258) Lacrosse fields7.0% (41)17.0% (99)32.9% (192)583 43.1% (251) Outdoor exercise equipment/Par 16.3% (98)34.3% (206)14.3% (86)601 35.1% (211) Course Football fields11.5% (68)28.5% (169)20.8% (123)592 39.2% (232) Food and beverage concession 12.9% (77)26.1% (156)23.2% (139)598 37.8% (226) stands answered question619 skipped question6 4 of 13 5. Now please rank your top THREE (3) park amenitites that you tr 12345678910 Multiple-use trails (biking, hiking, 21.4%11.0%14.6%4.3%1.5%1.1%1.1%0.8%0.7% 42.6% walking, running)(131)(67)(89)(26)(9)(7)(7)(5)(4) (260) Passive areas/lakes/open space 6.4%15.5%17.2%16.0%4.6%2.3%1.8%1.1%1.3% 27.5% meadows(39)(95)(105)(98)(28)(14)(11)(7)(8) (168) Interpretive panels regarding natural 0.5%1.3%3.9%19.0%17.3%4.6%2.8%1.5%2.9% 26.8% environment(3)(8)(24)(116)(106)(28)(17)(9)(18) (164) 5.1%11.0%10.3%7.9%20.6%11.0%2.5%2.9%1.0% 21.6% Lighted sports fields and courts (31)(67)(63)(48)(126)(67)(15)(18)(6) (132) 10.5%9.7%10.5%5.4%9.8%18.2%5.7%1.8%1.5% 22.7% Shade structures (64)(59)(64)(33)(60)(111)(35)(11)(9) (139) Dedicated areas for dogs to 10.0%6.9%4.9%2.1%2.8%11.9%16.2%5.6%1.8% 22.1% run/play(61)(42)(30)(13)(17)(73)(99)(34)(11) (135) 1.6%6.7%10.1%4.9%4.7%5.2%21.1%12.6%4.4% 21.9% Group picnic areas (10)(41)(62)(30)(29)(32)(129)(77)(27) (134) 1.0%2.5%1.1%1.0%1.1%1.5%4.7%25.0%13.4% 29.1% Baseball fields (6)(15)(7)(6)(7)(9)(29)(153)(82) (178) 4.1%2.5%2.8%2.6%1.0%1.1%1.6%5.4%24.1% 29.8% Soccer fields (25)(15)(17)(16)(6)(7)(10)(33)(147) (182) 3.4%2.5%1.8%0.8%0.5%1.0%1.0%1.6%4.7% 32.1% Tennis courts (21)(15)(11)(5)(3)(6)(6)(10)(29) (196) 5.2%5.1%6.1%3.3%1.8%2.1%2.1%2.0%1.8%3.6% Water play features (32)(31)(37)(20)(11)(13)(13)(12)(11)(22) 0.0%0.5%0.5%0.2%0.3%0.5%0.8%0.7%1.1%1.8% Softball fields (0)(3)(3)(1)(2)(3)(5)(4)(7)(11) 0.0%0.2%0.8%0.3%0.0%0.3%0.2%0.5%0.5%0.7% Batting cages (0)(1)(5)(2)(0)(2)(1)(3)(3)(4) 1.1%2.5%4.1%3.4%2.3%1.5%1.6%1.3%1.3%1.5% Community gardens (7)(15)(25)(21)(14)(9)(10)(8)(8)(9) 0.0%0.3%1.0%0.3%1.6%0.7%0.7%0.5%0.8%1.1% Community orchards (0)(2)(6)(2)(10)(4)(4)(3)(5)(7) 5 of 13 2.8%2.3%1.6%1.3%0.5%0.7%0.3%0.7%0.8%0.7% All weather/synthetic turf fields (17)(14)(10)(8)(3)(4)(2)(4)(5)(4) 0.3%0.7%1.6%0.3%1.0%1.1%0.5%1.8%1.5%1.6% Basketball courts (2)(4)(10)(2)(6)(7)(3)(11)(9)(10) 0.2%0.2%1.8%0.8%0.7%1.0%0.7%0.3%1.5%0.3% Formal gardens (1)(1)(11)(5)(4)(6)(4)(2)(9)(2) 0.3%1.6%1.0%0.8%1.0%0.7%0.3%1.0%1.1%1.6% Amphitheaters (2)(10)(6)(5)(6)(4)(2)(6)(7)(10) 0.3%0.2%1.1%0.3%0.8%0.5%0.3%0.8%0.5%0.7% Public Art (2)(1)(7)(2)(5)(3)(2)(5)(3)(4) 0.7%0.8%0.8%0.0%0.5%0.2%0.3%0.5%0.2%0.5% Bocce ball courts (4)(5)(5)(0)(3)(1)(2)(3)(1)(3) 0.0%0.8%0.5%0.5%0.2%0.5%0.7%0.7%0.5%0.3% Volleyball courts (0)(5)(3)(3)(1)(3)(4)(4)(3)(2) 0.3%0.2%0.3%0.0%0.0%0.2%0.2%0.3%0.0%0.0% Cricket fields (2)(1)(2)(0)(0)(1)(1)(2)(0)(0) 0.3%0.0%0.0%0.2%0.0%0.3%0.2%0.0%0.0%0.0% Lacrosse fields (2)(0)(0)(1)(0)(2)(1)(0)(0)(0) Outdoor exercise equipment/Par 1.0%2.6%2.1%1.3%0.8%0.7%2.0%1.0%0.7%1.1% Course(6)(16)(13)(8)(5)(4)(12)(6)(4)(7) 0.2%0.2%0.2%0.3%0.2%0.0%0.3%0.3%0.7%0.3% Football fields (1)(1)(1)(2)(1)(0)(2)(2)(4)(2) Food and beverage concession 0.0%0.5%1.3%0.7%0.5%0.3%0.3%0.2%1.1%0.8% stands(0)(3)(8)(4)(3)(2)(2)(1)(7)(5) 2.1%1.6%1.5%0.2%0.2%0.3%0.0%0.2%0.0%0.2% Other (13)(10)(9)(1)(1)(2)(0)(1)(0)(1) 6 of 13 6. If you answered "other" in the last ranking question, what park amenity do you feel is a priority and was not listed? Response Count 79 answered question79 skipped question546 7. Would you support future development of another dog park in D ResponseResponse PercentCount 55.5%334 No44.5%268 answered question602 skipped question23 8. Are you a dog owner? ResponseResponse PercentCount Yes44.5%271 No55.5%338 answered question609 skipped question16 7 of 13 ResponseResponse PercentCount Yes26.6%162 No73.4%446 answered question608 skipped question17 10. How often do you visit dog parks in the Tri-Valley area? ResponseResponse PercentCount 1 or more times/week14.5%87 1 time/month7.3%44 4 times/year5.2%31 2 times/year4.8%29 1 time/year6.0%36 Never62.2%374 answered question601 skipped question24 8 of 13 11. If a new dog park were to be built in Dublin, would you pref ResponseResponse PercentCount Residential area25.0%127 Park or open space75.0%381 Other (please specify) 61 answered question508 skipped question117 12. Do you walk or drive to the dog parks that you frequent? ResponseResponse PercentCount Walk37.2%97 Drive62.8%164 Other (please specify) 74 answered question261 skipped question364 9 of 13 13. Is parking a factor when you visit a dog park? ResponseResponse PercentCount Yes46.8%156 No53.2%177 Additional comment (please specify) 54 answered question333 skipped question292 14. What physical features do you think are important at or near Please rank the following by importance with "1" being most important, and so on. RatingRating 12345 AverageCount 31.8%19.1%13.6% 32.3% Water3.2% (14)2.24434 (138)(83)(59) (140) 20.0%25.1%15.2% 31.3% Shade8.3% (36)3.19434 (87)(109)(66) (136) Separation by size (large/small 15.2%21.2%22.6%17.3% 23.7% 2.94434 dogs)(66)(92)(98)(75) (103) 21.9%18.2%15.4%15.4% 29.0% Gates2.98434 (95)(79)(67)(67) (126) 14.3%14.3%12.9% 48.7% Waste bags9.7% (42)3.64433 (62)(62)(56) (211) answered question434 skipped question191 10 of 13 15. What features do you think are important at or near a dog park for OWNERS? Please rank in order of importance, with "1" being most important, and RatingRating 123456 AverageCount 19.6%15.1%20.3%13.6%6.4% 25.0% Water3.03404 (79)(61)(82)(55)(26) (101) 21.8%24.3%15.9%7.9%5.2% 24.8% Shade2.79403 (88)(98)(64)(32)(21) (100) 14.1%22.8%22.0%10.1%3.2% 27.7% Benches3.01404 (57)(92)(89)(41)(13) (112) 16.8%10.6%12.6%24.5%9.7% 25.7% Parking3.61404 (68)(43)(51)(99)(39) (104) 20.3%11.1%10.1%9.2%16.8% 32.4% Bags and receptacles3.73404 (82)(45)(41)(37)(68) (131) 7.4%6.2%9.7%8.2%10.1% 58.4% Restroom access4.83404 (30)(25)(39)(33)(41) (236) answered question404 skipped question221 16. Are there any other features that you think are important fo dog park, that were not mentioned in the previous questions? Response Count 115 answered question115 skipped question510 11 of 13 17. What dog park use issues should be considered or addressed ( restrictions, dog size, behavior, safety, hours of operation, im other)? Response Count 200 answered question200 skipped question425 18. What is your zip code? Response Count 535 answered question535 skipped question90 19. In general, is there anything else you would like to tell us for our parks, facilities, events or classes provided by the Cit Community Services Department? Response Count 248 answered question248 skipped question377 12 of 13 20. Overall, how satisfied are you with with your experience vis ResponseResponse PercentCount Extremely satisfied47.5%291 Moderately satisfied44.0%269 Slightly satisfied4.7%29 Neither satisfied nor dissatisfied2.1%13 Slightly dissatisfied0.8%5 Moderately dissatisfied0.7%4 Extremely dissatisfied0.2%1 answered question612 skipped question13 13 of 13