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Moore Information, Inc.'s report to the Encinitas City Council.
Citation preview
CITY OF ENCINITAS
CITY COUNCILAGENDA REPORT
Meeting Date August 22 2007
TO Mayor and City Council
VIA Phil Cotton City Manager
FROM Richard Phillips Assistant to the City Manager
SUBJECT Review and Presentation of Results of Encinitas Community Survey
BACKGROUND
On February 28 2007 Council approved awarding a contract to Moore Information Inc to
conduct a multiyear community opinion survey The purpose of a community opinion survey is
to obtain residents opinions regarding overall sentiment of the quality of life in Encinitas and
satisfaction with City services A similar survey was conducted in December 2005 which was
used as a basis for the development of the 2007 survey questions
Deputy Mayor Stocks and Councilmember Barth were appointed to serve on the community
survey oversight committee to work with the survey firm and City staff on the survey designThe survey questions were presented and approved by the Council at the June 27 2007 meeting
ANALYSIS
The telephone survey was conducted over the twoday period July l 0a and 11 2007 A total of
300 interviews were utilized for the survey sample with contacts made utilizing a random digitdialing household telephone number method and probability sampling within those contacted
households to ensure a representative sample of adults age 18 and older were interviewed The
sampling error associated with the survey is plus or minus 6 at the 95 confidence level
Attached are the July 2007 questionnaire comparing the 2007 to the December 2005 results and
the Executive Summary Representatives from Moore Information Inc will present an overview
of the 2007 survey results
FISCAL IMPACT
The Encinitas Community Survey was funded from CIP Project WMC95K at a cost of10450
41
RECOMMENDATION
Receive information regarding the 2007 Encinitas Community Survey
42
MOORE INFORMATIONOPINION RESEARCH STRATEGIC ANALYSIS
CITY OF ENCINITAS RESIDENTSN300JuIY 1011 2007
Hello this is FIRST AND LAST NAME We are conducting a survey on behalf of the City of
EncinitasENSINEETASS regarding community opinions about city services and would
like to include your views in our study I assure you we are only seeking opinions and there
will be no attempt to sell you anything or solicit a donation
Could I speak to a member of the house who is age 18 or older
IF YES Could you spend a few minutes with me on the phone to discuss your impressions of
City of EncinitasENSINEETASS services
IF YES First can I please verify that I have reached PHONE NUMBER IF NO TERMINATE
Do you currently live inside or outside the city limits of EncinitasENSINEETASS
1 inside CONTINUE
2 outside THANK AND TERMINATE
1 Next in your opinion are things in the City of EncinitasENSINEETASS going in
the right direction or notDEC JULY
2005 2007
1 yes right direction 66 58
2 DONT READ dont know 12 16
3 no not right direction 22 26
2 In general how would you rate theCity of EncinitasENSINEETASS as a place to
live Would you rate it as an excellent good average below average or poor placeto live
1 excellent 58 55
2 good 92 34 37 92
3 average 7 6
4 below average 1 2 3
5 poor 1 1
6 DONT READ dont know
less than onehalf of one percent3 Overall how satisfied are you with the services provided by the City of Encinitas EN
SINEETASS Would you say you are very satisfied somewhat satisfied not too
satisfied or not satisfied at all
43
DEC JULY
2005 2007
1 very satisfied 42 382 somewhat satisfied 87 45 50 883 not too satisfied 10 8 6 104 not satisfied at all 2 4
5 DONT READ dont know 3 3
Next I would like to ask you to rate your level of satisfaction with the services the City of
EncinitasENSINEETASS provides to its residents For each please tell me if you wouldsay you are very satisfied somewhat sat isfied not too satisfied or not satisfied at all with
that service or program ROTATE 411
Very Somewha t Not too Not satisfied Dont
satisfied satisfied satisfied at all know
9 trash collection services 93 5December 2005 71 22 4 2 2
92 4July 2007 67 25 4 1 4
8 beaches 93 4December 2005 59 34 3 1 3
91 6July 2007 54 37 5 2 3
7 parks park facilities and
trails 90 7December 2005 56 34 6 1 3
89 9July 2007 55 34 6 2 2
4 fire protection servicesemergency medical
response and lifeguardservices 83 1December 2005 66 17 1 16
88 1July 2007 67 21 1 1 10
10 water district services 90 6December 2005 57 33 4 2 4
87 7July 2007 53 34 5 3 6
slight change to wording from 2005 results not directly comparable
44
Very Somewhat Not too Not satisfied Dont
satisfied satisfied satisfied at all know
5 law enforcement services 83 11December 2005 49 34 8 3 6
84 11
July 2007 48 35 7 4 5
11 litter and graffiti removalDecember 2005 NA
83 7
July 2007 45 39 5 3 9
6 condition of roads and
streets 75 24December 2005 23 52 18 7 1
70 30
July 2007 19 50 23 7
12 And thinking about these services provided by the city have you had a personal
experience with either fire protection services emergency medical response
and lifeguard services OR law enforcement servicesDEC JULY
2005 2007
1 yes fire protection services emergency medical
response and lifeguard services NA 21
2 yes law enforcement services 25
3 yes both 17
4 no neither 37
5 DONT READ dont know
13 If there were one thing the City of EncinitasINSINEETASS could do to improve
your quality of life what would that be RECORD RESPONSE VERBATIM ACCEPT
ONE REPONSE
Reducingmanaging trafficcongestion 8 10
Stopcontrol growthdevelopment 11 10
Repairwidenmaintain streetsroads 8 8
Cut taxes 1 3
Immigration issues 3
More parkingon street parking 1 3
Morebetter parksmaintain parks 3 3
Less government controlintrusion 1 2
Maintainingcleaning up beaches 2
More affordable housing 2 2
More bike lanes 2
Moreimproved public transportation 1 2
More open spacegreen space 1 2
Ban smoking in beach areas 1
Better communication 1
less than onehalf of one percent
DEC JULY
2005 2007
45
Better housing regulations 1
Cleanup litter 1
Control population growth 1
Encourage businesseconomic development 1
Enforce traffic lawsreduce speeding 2 1
Enforce zoningzoning regulations 2 1
Enforcement of nuisance ordinances 1 1
Environmental protection 1
Finish Hall property 1
Increase policesheriffs presence 2 1
Listen more to public 1
Lower cost of services 1
Maintainimprove city areas 1
Maintainreduce housing density 1 1More artsculture 1
More theaterstheater in downtown 1 1
More traffic lightssigns 1 1
More walking trails 1
Need library 1 1
Newbetter train crossings 1 1
Newexpanded medical services 1
Reduce cost of living 1
Reevaluate city leadership 1
Supply more services 1
Underground utilitiesbury power lines 1 1
A better night life
Accountability of city services
Allow people to develop their landAlternative energy sourcesBetter beach access
Community schools
Encourage recyclingEnforce housing policesFewer traffic patrolsofficersremove red light cameras 2
Get rid of Sheriff departmentImprove water quality 2
Improved educationpublic education 1
Improved senior servicesIncreased social services
Live entertainment downtown
More adult classes
More youthteen activitiesNeed a public pool 1
Put more restrooms in beaches
Reducecontrol pollution 1
Solidify electricenergy capabilitiesSpeed bumpsin streets 1
less than onehalf of one percentDEC JULY
2005 2007
Spend more money in LeucadiaStreamline permit process
46
Synchronize traffic lights 2
Take better care of current residents
Water conservation
Nonenothing 4 3
Dont know 15 14
Thinking now about personal safety14 In general how safe do you feel living in the City of EncinitasENSINEETASS
very safe somewhat safe somewhat unsafe or very unsafe
1 very safe 67 65
2 somewhat safe 96 29 32 973 DONT READ dont know
4 somewhat unsafe 4 4 3 35 very unsafe 1
Thinking now about events and classes offered by the Parks and Recreation Department15 Do you now attend or have you ever taken a recreation class or been to a recreation
event offered by the City
1 yes 40 44
2 DONT READ dont know 1 2
3 no 59 55
16 IF RESPONSE 1 IN Q15 How would you rate the quality of the class or event
you attended as excellent good average below average or poor
1 excellent 44 43
2 good 90 46 44 863 average 8 11
4 below average 1 1 1 25 poor 1
6 DON READ dont know 1 1
17 Turning to city communications how would you rate the job the city does in
providing you with information that is important to you as excellent good average
below average or poor
1 excellent 20 12
2 good 62 42 39 513 average 24 31
4 below average 12 7 8 155 poor 5 7
6 DONT READ dont know 2 3
less than onehalf of one percent18 In the past year what sources have you relied on for information i
its programs READ 17 ACCEPT UP TO THREE RESPONSESDEC
2005
1 city website 23
2 City Recreation Guide 26
3 mail notifications 43
4 calling the city 11
about the city and
JULY
2007
28
30
40
10
47
5 city council meetings 9 10
6 local newspapers 60 52
7 local cable channel 12 10
Other SPECIFY8 internet general 1 1
9 neighbors 1
10 magazines11 YMCA
12 family member
13 poster14 chamber of Commerce
15 community Services Department16 nonenothing 1
17 dont know 6 4
19 Have you visited the citys website
1 nodont know 59 56
IF YES How would you rate the overall usability of the site and the quality of the
information provided
2 excellent 6 63 good 27 21 17 234 average 10 17
5 below average 1 1 2 36 poor 1
Changing the subject20 Are you aware that there is a household hazardous waste pickup service available to
city residents
1 yes GO TO Q21 NA 47
2 no GO TO Q22 533 DONTREAD dont know GO TO Q22
less than onehalf of one percent
21 IF RESPONSE 1 IN Q20 Have you used the household hazardouswaste pickup service
DEC JULY
2005 2007
1 no NA 72
IF YES How would you rate the quality of the household hazardous waste
pickup service
48
2 excellent
3 good4 average5 below average6 poor7 DONT READ dont know
Now a few questions for statistical purposes
22 What is your approximate age please
1 1834
2 3544
3 4554
4 5559
5 6064
6 65
7 NA
23 What is your ethnic origin ROTATE 14
1 Caucasian
2 AfricanAmerican
3 Hispanic or Latino
4 Asian
5 DONTREAD other6 DONTREAD refused
7 DONT READ dontknow
24 How many years have you lived in EncinitasENSINEETASS
1 04 years2 59 years3 1014 years4 1519 years
5 20 years or more
25 Do you own or rent or your home
1 own2 rent
3 NA
less than onehalf of one percent26 Do you have children under the age of 18 in your household
1 yes2 no
27 What is the last grade of education you completed
1 high school or less 0122 some collegetrade school 13153 college graduate 16
13
11 242
1 11
1
12
16
24
19
1117
1
89
3
1
3
3
19
1413
11
44
83
16
1
JULY2007
30
70
1019
36
49
4 post graduate 17 34
28 Do you currently have Internet access at home or at work or both
1 yes home 262 yes work 2
3 yes both 64 924 no 8
29 Please tell me when I reach the category that best describes your households annualincome
1 under 25000 3
2 2500034999 4
3 3500049999 8
4 5000074999 10
5 7500099999 136 100000124999 13
7 125000149999 8
8 150000174999 5
9 175000 or more 13
10 NA 22
30 Gender BY OBSERVATION
1 male 45
2 female 55
31 Please tell me in which community you live READ 15
1 New EncinitasENSINEETASS 26
2 Old EncinitasENSINEETASS 23
3 CardiffbytheSea 19
4 OlivenhainOLEEVEEHANE 6
5 Leucadia LEWLADEEEAH 21
6 DONT READ dont knownot sure 5
410
4 MOORE INFORMATIONOPINION RESEARCH STRATEGIC ANALYSIS
July 20 2007
TO Richard Phillips
FROM Hans Kaiser
RE City of Encinitas Residents Survey Results
This memo contains results of a Moore Information Inc telephone survey conducted among a representative
sample ofadult residents of the City ofEncinitas California A total of300 interviews were conducted July 10112007 The potential sampling error is plus or minus 6 at the 95 confidence level
Overview
Results of our recent survey show that residents of the City of Encinitas continue to be very satisfied with the qualityof life in Encinitas and with the services provided by the city the city is maintaining its appeal
A majority 58 of residents feel the city is headed in the right direction
Most 55 rate Encinitas as an excellent place to live
Almost all residents 97 feel the city is a safe
Participants in Parks and Rec programs rate them as excellentgoo 861o
Nearly9in10 88 are satisfied overall with city services
When asked specifically about eight services provided by the city we find wide majorities satisfied with all eight
The city trash collection service receives the highest rating 92 total satisfied67 very satisfied4 not
satisfied and the lowest rated service condition of streets and roads still receives a widely positive rating of70 of
satisfied and 30 not satisfied although only 19 are very satisfied In addition to these eight services we also
tested awareness and satisfaction with the citys hazardous waste removal service We find that 47 of residents are
aware the city provides a hazardous waste removal service although only 28 of those aware have used the service
However among those who have used the service 13 of all respondents hazardous waste removal gets high marks
with87ratingthe service as excellent or good
Finally when it comes to city communication efforts residents give the city excellentgood marks 51 with most
relying on their local paper for important information about the city and city programs
From a historical perspective our survey shows a slight decline in residents mood and the quality of city
communications specifically the city website since December of 2005
More detailed findings of the survey follow
City of Encinitas Residents 11
Moore Information 411
Life in Encinitas
Residents continue to be optimistic about the direction of the city Indeed 58 feel the city is headed in the rightdirection and only 26 say it is not The remaining 16 do not have an opinion This reveals a slight shift in
sentiment since December 2005 when 66 felt the city was off in the right direction and 22 felt it was not Bycommunity we see majorities in all five neighborhoods content with the citys direction The community of
Olivehain is most impressed by where the city is headed
Residents Mood
right direction
Occember 200 July 007
All residents 66 58
New Encinitas 76 65
Old Encinitas 67 53
Cardiff by the Sea 61 55
Olivenhain 75 74Leucadia 51 55
When asked in general how they feel about Encinitas as a place to live the city receives an impressive 92 above
average rating For 55 of residents Encinitas is an excellent place to live 370 rate it as good 6 call it
average but only 3 would say the city is a below average place to call home All major subgroups agree living in
Encinitas is above par
Continuing with this positive image is sentiment that the city is a very safe place to live Just about all residents
97 feel safe living in Encinitas 65 feel very safe and 32 feel somewhat safe Only 3 of our
respondents did not get a sense of security living in Encinitas This attitude is unchanged since December 2005when 96 of city residents felt very or somewhat safe in the city
Today there is no consensus on what might improve the quality of life in Encinitas Responses to what one thingcould improve life in the city include 10 say either controlling growth and development or reducing congestionwould help 8 say improving streets and roads by repairing or widening them would be an improvement and 3cite better parks more street parkingmore parking in general cutting taxes or dealing with immigration issues as
ways to make the city a better place to live Interestingly these responses are almost identical to suggestions givenin December 2005 It is also important to note that the top three answers all relate to growthtransportation issues
This is also reflected in residents attitudes toward how the city is handling streets and roads the service receivingthe lowest satisfaction rating ofall services tested
Satisfaction with City ServicesIn general residents are quite satisfied with the services the city provides We find most 88 report they are
satisfied including 38 who are very satisfied and 50 who are somewhat satisfied Only oneinten reports
being dissatisfied and the remaining 3 arent sure Looking at subgroups older women age 55 are most
impressed as are newer residents lived in Encinitas less than 10 years wealthier households 100K or more
annually and those in the New Encinitas and Olivehain communities
Our survey tested satisfaction ratings on specific services all of which received high marks
The following table summaries how residents rate these services
Perceptions of City Services
x vcrN atisiicd Sotirthat 10TAL satisfie x Iiot Kati tied
s4tis ied
Trash collection services 67 25 92 4
City of Encinitas Residents 124 12 Moore Information
Beaches 54 37 91 6
Parks park facilities and trails 55 34 89 9
Fire protection services emergencymedical response and lifeguard 67 21 88 1
services
Water district services 53 34 87 7
Law enforcement services 48 35 84 11
Litter and graffiti removal 45 39 83 7
Condition of roads and streets 19 50 70 30
As this table shows majorities are very satisfied with trash collection beaches parkstrails fireEMRlifeguardand water district services Additionally almost half of residents say they are very satisfied with law enforcement
and littergraffiti removal This is not the case when residents are asked about their satisfaction level with the
condition of streets and roads We find that only 19 of city residents are very satisfied with this service and half
50 say they are only somewhatsatisfied
There have not been any significant shifts in sentiment regarding these city services since December 2005
When we look further into how city dwellers perceive either fire protection emergency medical response and
lifeguard services or law enforcement services we find that 21 have personal experience withfiremedicallifeguard
services 25 have personal experience with law enforcement services and 17o have personal experience with both
The remaining 37 have not had personal experience with either type of service For those who have used fire
protection emergency medical response or lifeguard services 95 say they are satisfied with the service theyreceived Law enforcement services receive an 85 satisfaction rating from residents who have personal experiencewith the service Women age 1854 are more likely than other major subgroups to have had a personal experiencewith law enforcement services and they give the service high marks 81 satisfied12 not satisfied For residents
who have used both services 94 say they are satisfied with thefireEMlifeguard service and 75 are satisfied
with law enforcement services
We also asked residents about the citys hazardous waste removal service Today 47 of our respondents are aware
the city provides this service but 53 are not By community residents in Olivehain are the most likely to have
heard of the service and residents in Leucadia are the least likely Women are more likely than men to be aware of
the service as are the citys older 65 residents Among those familiar with the service 28 say they have used it
but 72 say they have not Those who have used the service are quite satisfied Indeed 49 would rate the service
as excellent 38 rate it as good 8 rate it as average and only 3 give it a below average or poor rating
City of Encinitas Residents 13Moore Information 413
Participation in Parks and Recreation Classes and Events
Roughly twoinfive have participated in a Parks and Recreation class or event This is statistically unchanged since
December 2005 In looking how class or event participants feel about their experience we find a wide majority
86 give the experience a good or excellentrating 11 rate their experience as average and the remaining2 feel their experience was below average
Those most likely to participate in Parks and Rec programs include women those living in Encinitas from 10 to 19
years college grads residents in the Old Encinitas community and households with children under the age of 18
Least likely to participate are men especially older men age 55 seniors those who describe their ethnic
background asnonCaucasian and residents in the Cardiff by the Sea community
City CommunicationsMost city residents give Encinitas high marks for its communications efforts Specifically 51 say the city does an
excellent or good job communicating with residents Another 31 say the city does an average job and 15 say the
city does a below average or poor job communicating with residents The following table shows some slight changesin how city residents feel about the job the city does getting information out to residents
City Communication Ratings
lhcetnber 2OQ5 July 2007
Excellent 20 12
Good 42 39
Average 24 31
Below average 7 8
Poor 5 7
When asked what source is most useful when looking for information about the city or city programs and services
we find local newspapers as the number one choice Fully 52 say the local paper is their major source another
40 rely on mail notifications 30 use the citys Recreation Guide 28 the city website and 10 use the local
cable channel call the city or go to city council meetings There are 4 who arent sure of their main source of
news about the city
Notable differences in sources of information by subgroup are that women are much more likely than men to use the
Recreation Guide and as age increases and income decreases more traditional sources paper mail are used than is
the website
When it comes to the citys website we find that 44 of city dwellers have visited the site 56 have not Most
likely to have visited the site include younger residents 1854 newer residents lived in Encinitas less than 10
years households with children under the age of 18 college graduates and household with incomes in excess of
100000 annually
Among those who have visited the website a majority 52 rate the overall usability and quality of the site as
excellent or good 38 give the site an average rating but only 6 would rate the site as below average or
poor
City of Encinitas Residents 14
414Moore Information
Shifts in impressions of the website are
Quality of Website
Dccembcr 20105 JUIV 2007 Nct hilt
Excellent 15 13 2
Good 52 39 13
TOTAL excellentgood 67 52 15
Average 25 38 13
TOTAL below averagepoor 2 6 4
These numbers do indicate a slight downward shift in the perceived quality of the citys website but additional data
would be necessary before this could be described as a trend
City of Encinitas Residents
Moore Information15
415