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13 CITIZEN SURVEY CONTRACT 01-15-08
AGENDA REPORT MEETING DATE: JANUARY 15, 2008 TO: WILLIAM A. HUSTON, CITY MANAGER FROM: LISA WOOLERY, COMMUNICATIONS MANAGER SUBJECT: CITIZEN SURVEY CONSULTANT SUMMARY: The Council directed staff to oversee a Citizen Survey for this fiscal year. The City Manager's Office sent RFPs to five qualified pollsters and noticed request for proposals on the City's website. The RFPs were evaluated (attached). RECOMMENDATION: Approve Citizen Survey to be conducted by Godbe Research. FISCAL IMPACT: Funds were approved in the 2007-2008 fiscal year budget in the amount of $25,000. Survey will cost less than $31,000. The first meeting with the consultant will determine the scope of the survey, and therefore the cost of services. Any amount exceeding what has been budgeted will be considered at mid-year budget review. BACKGROUND: In recent years it has become commonplace for local government to gather and analyze input from their constituencies via survey work. Results from these surveys can create a base from which to make changes in budgeting and other factors within an agency. Through the input from Council and staff we will be able to make an accurate and fair measurement on the services the City provides, how to improve them, and determine what needs are or are not being met. Godbe Research turned in a comprehensive proposal that met and exceeded the scope of the RFP. In using Godbe, the Council will not just get survey results, but a customized survey written by practitioners that have years of experience dealing specifically with City Surveys. The principals and staff assigned to the City of Tustin will have a high level of experience and education to guide questions and topics that will get the best and most telling results. Those accurately gathered and interpreted results will in turn guide Council and staff in making changes that will be beneficial to the citizens of Tustin. In addition to experience, Godbe offers scientific procedures and an explanation Page 2 of margin of error. Additionally, and at no additional cost, they offer several add-on services that will help Council to get a comprehensive reading on the tenor of the Citizens of Tustin. The Council may wish to create asub-committee to assist in topics covered by survey. Lisa Woolery, Communications Manager N Z O d ~ d ~ ~ ~ d d Z p N ~ m ~, ~ ~~c3~n J ~ J~ U O d ~ ~ 0 0 ~ i 0 0 •v ~ o 0 0 0 0 N ~ N ~ ti ~ M b 9 N ~ Ef} d9 C,9 N ~ C ~ O ~ N (0 U ° ~ ° .~ ~ ~ 0 ~ a~i c ~ ~ ° cn ~ c °~ ~ ~ _ e. E ° Z ~ ° ~ W •L O O ° (n '_' ~ ~ ° fq ° d O O Q U O ~ ~ ~ O L _O ~ ~ C O O O O _O ~ ~ (a to ~ L ~ N ~ ~ O ~ Z O ~ .~ ~ O ~ ~ ~ .~ ~ .~ O ~ ~ •~ C ~ .~ C ~ N _ O O O ~ C + • C ~'' ~ ~ cn ~ "- O u N O '+. O V -O ~ C O fl7 V O 0 f0 v O O '+'• O p O +r O ~ O C O O +••~ f0 N O f~ ~ +• N O ~ ~ C ~ O ~ O ~ U ~ ~ O ~ ~ ~ p ~ ~ C ~ ~ ~ ~ ~ ~ O N ~ ~ (d E ~ • O p" (~ 3 ~ ~ ~ f1. 3 ~ ~ (~ (~ O (0 E E ~ Q O •~ O ~ c V (0 .° O ~ ~ N a~ ~ Z -p N ~ ~ a~ ~ Z ~ ~ ~ N °i -v ~ a f6 N O ~ m ~ N ~ ~ a i N C ~ y ~ Q L .U ~ C V C ~ •p ~ ~ ~ ~ Q ~ __ V ~ ~ ~~ ~ ~ -p ~~ ~ -p ~ O ' N C p O +.~ ~ O _ N " ~ O N ~ L _ C ~ O ~ O 7 U ~ ~ N O N O ~ 7 O ~ O N 7 O O (n Q o ~° U cn ~ d Q O c~ O ~° U O U o O U O U H d •~ N ~ V O ~ ~ CJ U Y a ~ ~ C ~'~v, C ~~a, L ~3 ~ •~ cZ c~ ELY EZ~L ~° to c6 ~ ~ cn C4 ~ ~ cn O~ 0 0 cn cn a 3 O O O O cn cn a 3 O~ ~ ~ o .~ .~ a ~ 3 3 ° ~ ~ ~ ° a~ a wa w° CI =tea =te =~ ~ d c ~. ~ ~ ° a, o ~ c ° ~' ~ ~ o ~, ~ c ~o o ~v ~ ~ - cn E ~ o -v cL ~ c~ ° E ~ o -a cL c~ N c ~ ° Eon ~,~ Z, ~o~ •1 ~,N-Q ~,~~, ~o~^,:^a`~- O ~ L. ~ rt+ ~ °- 3 ~ ~ ~ cN ~ ~ ~ L occa~ yWI L ~ O cno°L -r1 ~ ~ cN ~ +! ~ ~ yWd L ~ O OccOV~o~L a.~ . cL~o p o ~~ a~ ~v°im3 ~a~co~Y L o L++~ N O V ~a~:=.3a~ oY L p „~, LL' N }~ ~ O E U c O O aE~ T C L X 0 0 3 O ~ O E c C N N O a C L O aE~ X 0 0 3 ~ c . -° ~' O f6 U L d U Y~ U ~ N Y U L ~ C ~'~ N ~ V1 ~ L ~ ~ O V ~ L~ Q > ~ O N (jam ~i~otS U ~ a~ G O D B E RESEARCH ' ~~~~~-~~~,- ~~c~. ~oo~ Gain Insight December 20, 2007 Ms. Lisa Woolery Communications Manager City of Tustin 300 Centennial Way Tustin, CA 92870 Dear Ms. Woolery: Godbe Research is pleased to submit this proposal to conduct a Citizen Survey to assess resident opinion and satisfaction with the quality of life and with specific City services, as well as issues facing the City of Tustin (Tustin) to provide the City with a `report card' to benchmark against itself and/or perhaps neighboring or demographically similar Cities. Since our founding in 1990, Godbe Research has worked diligently to become a recognized State leader in public opinion research and has vast experience in conducting public opinion research for hundreds of cities, counties, park and recreation districts, libraries, councils and associations of governments, and other public agencies. With a staff of highly trained and experienced researchers (all Master's or Ph.D. level) and a commitment to providing superior quality research and client services, we trust you will find our qualifications exceptional. The request for proposal (RFP) specified that Tustin is looking for the selected research firm to develop a Citywide satisfaction survey of residents to gauge opinions and attitudes on service levels, communication needs and desires, priorities of issues facing Tustin, and potential projects, in addition to gathering demographic and behavioral information. Over the past 17 plus years, Godbe Research has conducted over 1,500 resident survey research projects to address satisfaction, quality of life, visioning, and use/potential use of specific City services. This includes citizen and community satisfaction and planning surveys (last five years) for the Cities of Albany, Alhambra, Atascadero, Burbank, Campbell, Cerritos, Costa Mesa, Covina, Cupertino, Davis, Dublin, EI Cerrito, Emeryville, Fairfield, Folsom, Fullerton, Gardena, Half Moon Bay, Hayward, Henderson (Nevada), La Mirada, Livermore, Long Beach, Marina, Menlo Park, Moorpark, Moreno Valley, Mountain View, Newport Beach, Norwalk, Novato, Palmdale, Poway, Redwood City, Rancho Cordova, Riverside, San Rafael, Santa Clarita, Sunnyvale, Vista, and Whittier, as well as for the Counties of Marin, EI Dorado, Solano, and San Joaquin. Godbe Research has extensive Orange County experience having conducted recent studies of the Orange County Transportation Authority, Orange County Workforce Investment Board, and Cities of Costa Mesa, Laguna Niguel, Newport Beach, Lake Forest, Rancho Santa Margarita, Mission Viejo, San Juan Capistrano, and Laguna Beach. For the City of Tustin Citizen Survey project, Godbe Research has designated Bryan Godbe (President) and either of Dr. Alice Chan (Research Director) or Dr. Amelia Caine (Senior Research Manager) as the Co-Project Managers for this project. They will be assisted by Gayatri (Research Analyst) and by other Godbe Research team members, as needed. Both Dr. Chan and Dr. Caine have extensive experience with citizen/community satisfaction surveys, at both the City and County levels. ..., pp 'fie"~•~.:"'~ {{tt ii~ t\?i 2i .. # r~2 .il~I~~7 S:1:'? ay ~„ `~~' ....: ~.. i ./ \.: ~ . ~.. ~. ~ . :.t... ~.::: ~ . J i y (:~t`~ ~,~ ~i~iit For the City of Tustin Citizen Survey project, the contact information for the Godbe Research management contact and project manger/day to day contact is as follows: Management Contact Bryan Godbe President Godbe Research Project Manager/Day to Day Contact Dr. Alice Chan Research Director Godbe Research or Dr. Amelia Caine Senior Research Manager Godbe Research If you have any questions or need more information regarding this proposal, please do not hesitate to contact me Charles Hester directly at 866-835-9273 x 121 or cwhesterCCgodberesearch.com. He has the authority to negotiate and discuss scope/costs on the firm's behalf. I am authorized to sign agreements and have the authority to contractually bind the firm, as the President. Best Rega Preside Godbe esearch {'~ ~~~~~,M~f Vic? tc~r~~i~_~ >._ ~:~=~~r? ~.~~.;r~~ev r . j' z, Z i~ ~e'~ ~~ ~v ~t ~ ll ~' Summary Sheet ............................................................................................................ 1 Proposed Project Team and Roles ...................................................................... 2 Godbe Research Team Qualifications and Experience ....................................... 2 Allocation of Resources ................................................................................................ 5 Godbe Research Profile ....................................................................................... 5 Godbe Research Qualifications ........................................................................... 6 Allocation of Team Resources ............................................................................. 7 Project Outline/Conceptual Plan .......................................................................... 7 Proposed Project Cost Options ............................................................................ 8 Project Schedule .................................................................................................. 9 Detailed Scope of Work ................................................................................................ 11 Project Understanding and Approach .................................................................. 11 Innovative Research Designs and Add-On Modules (Section is proprietary and confidential) ............................................................... 17 Godbe Research References and Testimonials .......................................................... 19 Godbe Research References (Section is proprietary and confidential) ............................................................... 19 Contract Terminations .......................................................................................... 20 Client Testimonials ............................................................................................... 21 Certification of Proposals ............................................................................................. 22 ?~C`J;~~v~€~! ~(d t.CS(1L1LIL,i cS ~_.~~!.r...r=. t ~L.li1?hst~ i~r APPEN®9X A SU~9VIAR~ SQ~EE~ ®A~~ ~'® ~E St1~nA17~E® ~I~H PR®9E~ P~®P®SA~ Firm dame: ~~U~~J~ ~ ~~~~ ~"~ Firm Par~r~$ ®r ~w~ershi~: ~~~ Firm ,4~c~ress: ~ ~~~~ 1/ ~ t ~ E ~t~ Fir~ra a ~ae~~a®~a~ l~~am~~r:~~ ~v~ ~ ~'~~, -' ~~~ J ~!~i~~~~r fl'~ years o~J ~x'ss~~~Jc~: !l1~~J:JS;I~'CJ~7'.:.JJ:, v'UJ~J1Gli.': ',~VC1~CJ0J U: ~yJ~J1J~iVh~ ~..~ .:7h1~...L~.. ~.v'1JJ.C!~.:. bVd'_.d i;J'.: ...~:.~ v. ....J_1:; LIJ.i,9 Jam. VJa,~CJ ~ ti ~ P~ r~c~aaiti ~~ ;~~° ~~~,~~ ~~ci~.~~s~ oar 'Pr~~~s~u~: T~i7~nl~rltr'1. ~'~ ~7~,.~(ru~J~~j:~T~~ ~~N ~ d~~C[~~ -,rii~. ~~~~ '+.f~~' ~ 4~° ~r~~ec~~ i!/l~n~g2r (~ ~~rs©~ ~r~s~~~~so~i~ `oar c~~y-r~®-el~y s~~~eJ~ci:~g ~r '~`~,~ ~ccaz~~~L~: ~e9~~~,~ne ~9~am~ber:t~~~ ~ - ~~7~ ~~~F~i,c: ~~(y~~ ~~~ - ~~ ~ ~ 7y''v~S ~' S~~t~J~c°~ ~'L,"~J,'~'2'~9 ~\~ "~'a~3~ turi~~' l ~~~~' ~~~ ty ~~~ ~-~~~~ Reliable survey results depend on having a team that understands the complexities and nuances of survey research design, including sampling theory, questionnaire design, and data analysis. Indeed, although it is easy to conduct a survey, it is very difficult to design and conduct a survey where the resulting data are reliable measures of the opinions and behaviors one intends to measure, and the data can be accurately projected to the larger population of interest. The team at Godbe Research is comprised of recognized experts in survey research design and implementation, and for this project we will assign three of our most experienced team members with the ability to add more should the need arise. For example, the Co-Project Managers for this project Bryan Godbe (President) and either Dr. Alice Chan (Director of Research) or Dr. Amelia Caine have designed and conducted over 250 survey research projects in the past three years alone, including projects for the Cities of Costa Mesa, Norwalk, Riverside, Palm Springs, Long Beach, Apple Valley, Palmdale, Moorpark, Folsom, EI Dorado Hills, Davis, West Sacramento, EI Cerrito, Covina, Albany, Martinez, Novato, San Rafael, San Bruno, Campbell, Mountain View, and Sunnyvale. In addition, Dr. Chan has managed recent Countywide resident satisfactions surveys for Marin County, Solano County, and EI Dorado County and Dr. Caine has managed resident satisfaction surveys for SJCOG/San Joaquin County and Fresno County. Dr. Chan or Dr. Caine will execute all stages of the project, including sampling design and questionnaire development, project management, analysis, reporting, and presentations, and will be the day-to-day contact for Tustin staff and administration working on the project. Bryan Godbe will provide strategic direction for the project and work with Dr. Chan in all other facets of the project. Gayatri Kuber (Research Analyst) will manage the data collection sub-contractor, data processing, quality control, and other administrative duties. Bryan Godbe, M.A. President -Management Contact/Project Advisor Co-founder of Godbe Research, Mr. Godbe has more than 20 years of experience in public opinion research, public relations and government affairs. In this capacity, he has conducted public opinion and market research projects at the national, state, and local levels including projects for the Cities of Portland (Oregon), Tacoma (Washington), Henderson (Nevada), San Francisco, San Diego, Los Angeles, Sacramento, and San Jose (California). Mr. Godbe received a Silver Anvil Award from the Public Relations Society of America for the development and implementation of an outstanding government affairs program on behalf of the Contra Costa Water District. This program was based on Mr. Godbe's extensive research including baseline research, focus groups and three tracking polls. Prior to founding the firm, Mr. Godbe was Vice President of Research at a California based public relations firm. Mr. Godbe also serves as the Senior Research Consultant at the Center for the Study of Los Angeles, at Loyola-Marymount University. He has a Master's Degree from the University of Michigan where he studied survey research ... .. i..£ )..) : tv i~?;' ~ i.i~~r~ methodology at the Institute for Social Research; and a B.A. degree from the University of California, Berkeley. Alice P. Chan, Ph.D. Director of Research -Project Manager/Day to Day Contact Dr. Chan brings over ten years of research experience to Godbe Research as Research Director. As the project lead, Dr. Chan oversees all stages of the research process, from design through analysis to reporting, ensuring that the project yields actionable results for meeting client objectives. Over the years, Dr. Chan has worked with organizations of different types and sizes, helping them generate insights about their key constituents to guide strategic planning and organizational improvements. Her expertise covers all major attitudinal research methods (i.e., surveys, focus groups and one-on-one interviews) and a broad range of analytical techniques that profile population clusters/segments of client interest, understand drivers of attitudes and behaviors, and predict likelihood of alternative event outcomes. Some recent and former resident/telephone survey clients include the Orange County Transportation Authority, as well as the Cities of Costa Mesa, Long Beach, Moorpark, Fairfield, Riverside, and Poway. Prior to joining Godbe Research, Dr. Chan held senior positions at leading market research companies, including serving as the Director of Consulting Services at TNS (formerly NFO) Prognostics. She is also a former faculty member at Cornell University. Her academic research, which has won numerous awards, has been presented at professional conferences and published as chapters in books and such journals as Organization Science and the Journal of Computer-Mediated Communication. Her formal education includes a Doctorate in Communication Arts and Sciences-Mass Media from Michigan State University, as well as Master's and Bachelor's Degrees in Communication from the University of Hawaii. Amelia Caine, Ph.D. Senior Research Manager -Project Manager/Day to Day Contact As Senior Research Manager, Dr. Caine acts as project lead and is instrumental in questionnaire development, reporting, and analysis phases of for each study she leads. Her expertise in research methodology, data analysis and recommendations, and advanced statistical techniques make her a valuable asset to the Godbe Research Team. She has recently managed resident/telephone survey projects for the San Joaquin Council of Governments, Long Beach Community College, and the Cities of Covina, Banning, Highland, Chico, Gardena, La Mirada, and others. Prior to joining Godbe Research, Dr. Caine was the Social Sciences Division Chair at Nevada State College where she led institutional research and instructed students in survey research methods and statistics. Her academic research, which has been presented at a number of leading institutions, examined decision making and factors that influence the acceptance of persuasive messages. Dr. Caine holds memberships with the American Psychological Association and the honor's society, Phi Beta Kappa. Her formal education includes both a Doctorate and a Master's degree in Experimental Psychology from the University of California, San Diego, as well as a Bachelor of Arts degree from Southwestern University. Gayatri V. Kuber, M.B.A., M.A. Research Analyst -Project Support As a Research Analyst for Godbe Research, Ms. Kuber is responsible for ensuring high quality data collection and data processing for the firm's research projects, and supports questionnaire design, data analysis, report writing, and project presentations. Her comprehensive experience in research methodology, data analysis, and advanced statistical techniques make her a valuable asset to the Godbe Research team. Prior to joining Godbe Research, Ms. Kuber worked as a Research Coordinator for Starcom MediaVest Group's Directory Marketing division based in Northbrook, Illinois. Before moving to the United States in 2003, she held the position of Account Executive at a leading advertising agency based in Pune (India) and had also done a research project for Camlin Ltd., Mumbai (India). Ms. Kuber received her B.COM. in Marketing and Accounting, and an M.B.A. specializing in Marketing Management from University of Pune, and has also earned an M.A. degree in Advertising from Michigan State University. Through her Master's thesis research, she undertook across-country comparison of consumer attitudes toward corporate cause-related marketing campaigns. y .. ;. ~,. . ~ 3 : ~ ~~' ~.+?v) ii t ! i`,~ 1...~ x,.13 f ~. ~..~ v n s..x \.1 ~ 1 ~ ~.~" x ~ ~.i F iV~i:% V (~.~ ~: ,~ ~ ~~~ Pry Background Godbe Research is a California corporation and is in good standing with the California Secretary of State. Formed in 1990, Godbe Research is a California Department of Transportation certified Woman Owned Business (WBE), California Office of Small Business and DVBE Certification certified Small Business, and is an equal opportunity employer. Operational Approach As an organization, Godbe Research is a small business (less than 15 employees) and we manage our commitments wisely. This means managing our project load so that the President or Directors of Research can be directly involved in each project we conduct. Similarly, we do not take on so many projects that we need to juggle team members or remove team members from current projects. Thus, Godbe Research is committed to allocating the team members outlined in this proposal for the duration of the project. Godbe Research has well defined quality assurance and control measures in place, especially for a business of less than 15 people. We use a defined task based approach for our projects, as well as a dedicated project manager to ensure that all tasks are performed without error, on time, and by the appropriate team member. For example, our Director of Research has more than 5 years of project management and team oversight experience. Thus, she has extensive project management and client management skills, using the Godbe Research approach, as well as the research foundation to thoroughly know and understand each task of the research process. The same can be said of the firm's Senior Research Managers who were once Research Analysts with Godbe Research. Below is a diagram of the general research process we undertake as part of our citizen satisfaction programs (as well as programs/assessments of other customer groups). While each of our studies is highly customized based on our client's needs, we follow this process for each of our quantitative (and a similar process for qualitative) studies. We are here with you throughout the process, and even between events as we hope that the City of Tustin (Tustin) will use these studies as a report card as well as for informing Tustin policy for the coming years. Post-Project ~ kC ick Uff Suppart Presentation Review of Findings Existing Data Analysis Draft R Reporting Questionnaire Field Develop ~uM-„ey Sample Design Translate, Pretest +~ CATI o°' i i.~~.~?\J~L2~ ~~.~ ~.f'a~.ii ~:.a i.=l.=~ >E, !~ a a.. ~SYI, t ~, ~ ..i.....r ~tii31 C~~I ~ .i;:~~33~ Godbe Research, a California Department of Transportation (Caltrans) certified WBE and state certified small business, was founded in January of 1990. The firm is a full- service public opinion research agency that offers its clients extensive experience in public opinion research for community and departmental satisfaction, community needs assessments, public education and outreach strategies, strategic and general planning efforts, ballot measure feasibility, and public sector marketing efforts. Our fully-staffed offices in Half Moon Bay (San Francisco/Northern California), Newport Beach (Southern California/Southwest), and Bellevue (Seattle/Northwest) house a staff of highly trained and experienced researchers (all Master's or Ph.D. level), and a commitment to providing superior quality research and client services. The firm has been employed by public and private sector clients, throughout the United States and internationally. The combined expertise of the Godbe Research team spans over 50 years in the field of public opinion research. The Godbe Research Team consists of the President (Bryan Godbe), Director of Research and a staff of Senior Research Managers, Senior Statistical Analysts, and Research Analysts. Each team member has the education and experience commensurate with their position at Godbe Research, and the team regularly teaches, authors, and speaks in the field of survey research. In short, you will not find a more experienced and educated team in public opinion research. Since our founding in 1990, Godbe Research has conducted over 1,500 resident survey research projects to address satisfaction, quality of life, visioning, and use/potential use of specific City services. This includes recent resident satisfaction and planning surveys or survey programs for the Cities/Communities of La Mirada, Moreno Valley, Norwalk, Poway, Vista, Hesperia, Encinitas, Fullerton, Alhambra, Whittier, Costa Mesa, Chula Vista, Newport Beach, Murrieta, Davis, EI Dorado Hills, Novato, San Rafael, Campbell, Clayton, Folsom, Cupertino, Mountain View, Tiburon, Livermore, Menlo Park, and many others. Godbe Research has also been sought out by clients at the County level. Since 2005 we have developed and implemented several Countywide resident satisfaction survey programs (typically biannual) for the Counties of Marin, EI Dorado, and Solano, as well as the San Joaquin Council of Governments/San Joaquin County. We have experience working for the City of Tustin, having conducted a survey in 1999 for the City to gauge support for library expansion. Our experience in Orange County is also of note. Godbe Research conducted resident survey projects for the Cities of Newport Beach, Costa Mesa, Lake Forest, Laguna Beach, Laguna Niguel, Rancho Santa Margarita Fullerton, and Aliso Viejo, as well as for the Orange County Workforce Investment Board, Orange County Transportation Authority, and Orange County Association of Governments/Inter- Regional Partnership. Through survey research, Godbe Research is able to assess residents' opinions about the quality of each service provided, determine current and future use, identify the priorities for service improvements, as well as develop a matrix which can be used to determine the optimal distribution of resources for now and in the future. Our clients use our research to better understand their residents' opinions, identify service areas that residents like, as well as those that are candidates for service improvements, generate specific suggestions for improving services or creating new services or facilities, measure and track internal performance, and aid the development of City plans that reflect the opinions of all residents. In addition, we can also explore important internal and external issues facing Tustin residents, communications medium and message preferences, and psychographic/behavioral topics. ~ y ~., ,~ ,.y 6 €-Ct"",?~,>ti.~e~i~ .1.~ :a~3(1yL1,,.F1.1(,~ ~? ~_=i~(.~{tl a. ~,ii~t{_?~f' Below is a chart that outlines the roles and responsibilities of the Godbe Research team. As researchers it is almost impossible to estimate a number of hours for each team member. We have found it much more valuable to provide a breakdown of the percentage each team member will play in relation to the overall project. Team Member Role and Tasks Bryan Godbe, M.A. President, Godbe Research. Mr. Godbe oversees the Godbe Research research division, and will play a vital visionary role in coordinating the research strategy, as well as directly overseeing all Godbe Research personnel. It is estimated that Mr. Godbe will contribute a roximatel 25% of the overall ro'ect effort. Alice Chan Ph.D. Project Manager and Director of Research, Godbe Godbe Research, or Research. Dr. Chan will manage all components of the research, including design and implementation. She will also coordinate the activities of all research staff. It is estimated that Dr. Chan wilt contribute a roximatel 60% of the overall ro'ect effort. Amelia Caine, Ph.D. Project Manager and Senior Research Manager, Godbe Research Godbe Research. Dr. Caine will manage all components of the research, including design and implementation. She will also coordinate the activities of all research staff. It is estimated that Dr. Caine will contribute approximately 60% of the overall project effort. Gayatri Kuber, M.A. Research Analyst, Godbe Research. Gayatri Kuber Godbe Research will assist the senior research team in coordinating activities associated with the research components of the project, including data collection, data processing, and report writing. It is estimated that Ms. Kuber will contribute approximately 15% of the overall project effort. Below we have outlined the Godbe Research general approach/conceptual plan to conducting the Tustin Citizen Survey. Amore detailed scope of work follows in the next section. Our approach/plan includes: • Kicking-off the project with the City of Tustin at an in-person meeting and developing a formal project work plan. • Collecting and reviewing existing resident opinion and related demographic data from previous studies, the US Census, Department of Finance, and other secondary research sources. • Developing a scientific, stratified random digit dial (RDD) sample of Tustin resident. • Conducting brief interviews with the Tustin City Council to help inform the survey process (optional - no charge). • Developing, refining, and pretesting a survey instrument of approximately 15 to 18-minutes in length, in an iterative process with Tustin until it meets the approval of all key parties. .::it~r ~ ~.~~>#ir~ • Translating the survey into Spanish for monolingual Spanish speaking residents or bilingual residents that would prefer to respond in Spanish (optional). • Computer Aided Telephone Interviewing (CATI) programming the survey instrument for accurate and efficient data collection and quality assurance/quality control. • Programming a version of the survey for placement on the Tustin web site to collect additional anecdotal information (optional - no charge) • Conduct telephone interviews with 400 (n=400) to 600 (n=600) Tustin residents in English and Spanish (optional) according to a strict interviewing protocol and providing the City with regular data collection updates. • Processing the data from the survey and weighting the data to adjust for population distribution, as needed. • Analyzing the survey results and preparing a full report of findings, conclusions, and recommendations in both draft and final formats for the City. • Developing a presentation with the approval of Tustin staff and administration, and presenting results to two groups, including one to the staff and administration and a second presentation to the Tustin City Council at a Council workshop. • Post project consulting with Tustin on the survey results, findings, and conclusions once the process has been completed and between survey events (value added, no charge). Godbe Research takes great pride in delivering reliable and practical research projects `on time and on budget'. In doing so, we prefer to provide a firm, fixed fee format for our cost proposals. This is because we do not believe in assigning arbitrary hours and rarely do projects (even highly similar in nature) take the same amount of time or resources. For example, if we needed to add an additional team member for this project this would be covered under the Godbe Research fixed fee format without any cost increase to the City. Based on our understanding of the project, Godbe Research has provided costs to the City of Tustin to conduct 15 to 18-minute telephone survey comprised of 400 (n=400) to 600 (n=600) residents, which will provide for a margin of error no greater than 4% (3.97%) at the 95% confidence level for a sample size of 600 or no greater than 5% (4.88%) for a sample size of 400. We have also included optional costs to translate the survey and conduct up to 15% of all interviews in Spanish. Finally, we are also offering to provide the City with an Internet version of the survey and to conduct phone interviews with Councilmembers to obtain their feedback (prior to drafting the survey), at no additional charge to the City. The prices below reflect a firm, fixed-fee to complete the entire project--the overall cost will not exceed those shown below, provided that parameters (survey length, sample size, incidence rate of 60% or greater, etc.) of the project conform to those outlined in this proposal. In addition, we can offer to discount our fees by 10% to 15% overall should the City engage us for amulti-year/survey event program. fit~~ cif T>.i~Y~~ Option 1 -Telephone Survey of 400 (n=400) Residents Project Task 15-min. 18-min Random/RDD Sample $900.00 $900.00 CATI Programming $890.00 $1,020.00 Pretest $250.00 $250.00 Telephone Interviewing $8,640.00 $9,760.00 Data Processing $720.00 $840.00 Research Fee $7,250.00 $7,500.00 Project Management $2,000.00 $2,000.00 Miscellaneous Expenses 250.00 250.00 English Only Total $20,900.00 $22,520.00 Spanish Language Translation $775.00 $950.00 Spanish Surcharge 600.00 800.00 English/Spanish Total $22,275.00 $24,270.00 Option 2 -Telephone Survey of 600 (n=600) Residents Project Task 15-min. 18-min Random/RDD Sample $1,200.00 $1,200.00 CATI Programming $890.00 $1,020.00 Pretest $250.00 $250.00 Telephone Interviewing $12,960.00 $14,640.00 Data Processing $870.00 $990.00 Research Fee $7,750.00 $8,000.00 Project Management $2,500.00 $2,500.00 Miscellaneous Expenses 250.00 250.00 English Only Total $26,670.00 $28,850.00 Spanish Language Translation $775.00 $950.00 Spanish Surcharge 900.00 1 200.00 English/Spanish Total $28,345.00 $31,000.00 rc~~~ 5~~ Project Meetings Based on our typical project approach, Godbe Research plans for numerous in-person and conference call meetings with the City of Tustin. This will include an in-person meeting to kick off the project, an in-person or conference call meeting to discuss/review the draft questionnaire, an in-person or conference call meeting for the toplines, a conference call meeting to discuss the draft report and potential changes, and an in-person presentation of findings to City staff and representatives, as well as a second presentation to a City Council workshop. Godbe Research is also available for other in-person or telephonic meetings with the City, based on Tustin's needs. Project Schedule Because of our experience in conducting public opinion research for a wide variety of clients including cities, counties, and councils/association of government, Godbe C.~~tv c~ l ~,~~ir~ Research can generally conduct an entire survey project in about eight weeks. In some situations, preliminary data can be available much sooner as deadlines require. The table below shows a general breakdown of the tasks and an example time line to complete the project. Godbe Research will work with Tustin staff and administration to develop a more detailed time line that meets the needs of this project, taking into account fielding the survey during the busy political polling season leading up to the February 2008 presidential primary. We recommend going into the field shortly (one to two weeks) after the primary so that residents are focused on City issues as opposed to Presidential politics. In the chart below, Tustin meetings or tasks (e.g., reviewing the survey draft) are listed in italics for easy reference. Project Task Time Required Initial Project Meeting/Kick Off with Tustin 1 Day (1 to 2 hours) Council Member Interviews (optional) 3 Days (15 to 20 min each) Questionnaire Drafting 4 to 6 Days Tustin Review of Draft Survey 5 to 7 Days Questionnaire Changes 1 to 2 Days Survey Pretest 1 Day Finalize Questionnaire (if needed) 1 Day CATI programming 1 to 2 Days Programming of Internet Version (optional) 4 to 5 Days (concurrent with CATI programming) Spanish Translation (optional) 2 to 3 Days Telephone Interviewing 5 to 8 Days Initial Data Processing 3 to 5 Days Topline Results Meeting with Tustin 1 Day (1 to 2 hours) Data Analysis and Report Writing 7 to 10 Days Tustin Review of Draft Report 10 Days Report Changes (if needed) 2 to 3 Days Final Report to Tustin 1 Day Presentation to Tustin Anytime After Report Submittal Post Survey Consulting Ongoing / No Charge ~~`iu~.7#:~~~`a~1 ~~ ~..(~(?£:131.IC,~,a ~ i.l~i):E?IE i~il~'`f'~1 Godbe Research is a recognized leader in public opinion research for cities, counties, park and recreation districts, school districts, and other municipal clients. The firm believes that a project's success depends on recognizing the individual needs of each client. To this end, Godbe Research has crafted the following project plan for Tustin to illustrate the types of considerations that go into each of our research projects. Research Objectives Before beginning any research project, Godbe Research spends significant time reviewing the client's research objectives to choose the most appropriate research design. Based on our understanding of the project from the RFP, Godbe Research understands that Tustin has several objectives for the Citizen Survey, including: • measuring resident opinion on the overall quality of life in Tustin; • measuring satisfaction with the City's efforts to provide specific services, as well as the importance of those specific services to residents; • identifying and prioritizing key issues of concern for Tustin residents (e.g., development, affordable housing, etc.); • exploring and ranking future Citywide projects and services that might be provided to residents; • measuring resident satisfaction with their interaction with City departments and employees; • identifying communication needs, desires, and effectiveness; • collecting demographic information on Tustin residents for profiling and segmentation purposes, and; • comparing results of the study to past Tustin Citizen Surveys, as well as to a variety of applicable Godbe Research City and County clients. Kick-Off Meeting As the first step in the process, Godbe Research will conduct an in-person kick-off meeting with the Tustin project team to solidify overall project objectives, agree upon an appropriate communication protocol among contacts, and discuss project timing, objectives and next steps. From this meeting we will develop a work plan for the project, which we will submit to the City for approval. Sample Size Godbe Research's approach to any quantitative research project includes rigorous attention to research methodology. The first step in this process is to determine the appropriate sample size to meet a client's research objectives, reduce the sampling error to an acceptable level and conform to the client's budget. With the estimated number of adult residents (age 18 or over) in Tustin totaling approximately 49,382 (U.S. Census 2000), a sample of 400 (n=400) to 600 (n=600) will allow for analysis at the overall City level as well as within many important resident subgroups (e.g., gender, age, ethnicity, income, length of residence, geography, etc.), and will reduce '~~~'t.,ll~~?S?~?t'~~ ~(~ t1~~C1C~lkC.~ ~ 1..:!i~.t't~#~ L~1`l?E?~t C~cacik~~ ~~E?~~sli"~:a~ ~I~V ..i ~ t.t;~'?"1 the statistical margin of error for the City as a whole to no greater than 4% (3.97%) at the 95% confidence level for n=600 or no greater than 5% (4.88%) for n=400. A sample size of 400 (n=400) will provide ample data for analysis at the City level and by various resident subgroups. A sample size of 600 (n=600) will provide for a more detailed analysis at the demographic, geographic, and psychographic sub-group level and should be considered if we ask usage questions in addition to satisfaction and importance in terms of specific City services, programs, and facilities. Sampling Method Godbe Research can work with a variety of different types of sampling methodologies, including random digit samples, random cluster samples, or a sample of a special universe appropriate to a client's research objectives. For a project such as this, Godbe Research normally recommends drawing a random digit dial (RDD) sample of Tustin residents, as this sampling design will provide the most reliable, statistically valid and demographically representative data possible when looking at all Tustin adult residents. The RDD sample accurately identifies potential participants for the telephone survey by their residency status and is most appropriate when it is necessary to sample the attitudes of an entire population, and not just registered voters, facility/program users, or other specific universe. Because all households with telephones in Tustin have an equal probability of being chosen for the survey, we can confidently extrapolate the information gained in the sample to the larger population. Thus, Tustin will be armed with stable and representative data on which to base planning and funding decisions. The RDD sample is drawn by determining the active phone exchanges within a given sampling area (typically by zip) and then producing a random list of all active residential phone numbers in the area. Although this method produces both listed and unlisted phone numbers and thereby eliminates the bias of unlisted phone numbers, it can not match names with each number. The respondent's, address and other demographic information, however, are easily acquired during the actual telephone interview. One concern associated with a RDD sample is the incidence rate--the probability that a given number will connect to a person who is eligible to take the survey. Because phone exchanges are distributed according to several factors in addition to geography, certain exchanges will service households both within and outside of the sampling area of interest. The probability that a number will service a household within the sampling area of interest is the primary factor that determines the incidence rate. As the overall incident rate for active phone exchanges in Tustin decreases, the number of attempts that must be made to attain the desired sample size of Tustin residents consequently increases. Such a reduction in the incidence rate increases the costs associated with the sample and telephone interviewing as well as the total time required to complete the desired number of interviews. For the majority of Godbe Research's city, county, and special district clients, the incidence rate tends to be between 50 and 70 percent. Using a reliable data base from which RDD samples are drawn, Godbe Research has determined that the active phone exchanges for the City collectively have a collective incidence rate of approximately 60 percent. This means that 60 in every 100 calls will reach a resident of Tustin who is qualified to complete the survey, and 40 in every 100 calls will reach a recently disconnected number or a resident of a surrounding community that potentially shares an exchange with the City (e.g., Irvine, unincorporated Orange County, etc.) who will then be screened out of the survey process. ~.... P`~ilslaC.A. !~ ~.i ~~E *~..~wial {~ .t#~3 ~: 3 A.:. i..~I~L,'`~; ~' Including Cell-Phone-Only/Cable Telephone Households - SUBSECTION IS PROPRIETARY AND CONFIDENTIAL In addition to incidence rate, the proliferation of cell phone only households/residents and households with cable modems/phones has affected calling/response rates and is fast becoming an issue for RDD surveys in, as cell phone exchanges and cable telephone exchanges are not included in RDD samples for a variety of reasons (e.g., cell phone number portability, new technologies, etc.). Cell phone only residents/households are currently estimated at 12% nationally and are skewed toward younger, less affluent residents/households, and newer residents/households for different reasons (e.g., affordability, mobility, and option to change/discontinue land-line service). As a forward looking organization on the forefront of research design, Godbe Research has developed a proprietary method to supplement the RDD sample to accommodate for cell phone only residents/households and residents/households with cable telephone services, without violating the `do not call' act or hurting the validity of survey data. The cell phone only and cable telephone services issue has been a concern of our City clients in the past with similar demographics as Tustin or in communities such as Tustin where residents might commute long distances to/from work. Survey Instrument To capture a detailed "picture" of resident opinions on the various issues and needs and at a level commensurate with previous surveys, Godbe Research expects that it will take approximately 15 to 18-minutes to administer each interview, and we will work in an iterative fashion to develop and refine a survey instrument that meets the needs of all key parties within the City. Special care will be taken to design the survey so that it can be tracked over time with future Citizen Surveys, which should be the goal of any resident/city satisfaction survey program. Survey Pretest After a draft of the survey has been finalized, the document will be pretested at the data collection facility on contract for the project. Even after 17 years and thousands of surveys, Godbe Research still pretests all of our interviewing projects to ensure the document can be read to respondents in the time budgeted; the words, phrases and subject matter are easily understood by the respondents; the answer categories match what the respondents want to say, and the document achieves the research objectives identified at the onset of the project. Translation Godbe Research has several partner translation firms that have, in the past, translated our surveys into Spanish, Korean, Vietnamese, Tagalog, Japanese, Malay, Mandarin, Thai, Khmer, and Cantonese. Based on a review of Tustin resident demographics, we have identified that approximately 34% of all residents are of Latino ethnicity. Due to the sizable percentage of Latino residents and in order to be consistent with previous research, we recommend that the survey be translated into Spanish and bilingual interviewing offered to residents, based on their preference. As not all Latino residents will prefer to respond in Spanish, we have included costs for Spanish translation and interviewing for up to 15% of all interviews later in this proposal. CATI Programming Once the pretest results have been integrated into the final instrument, it will be sent to the data collection facility to be programmed into acomputer-assisted telephone interviewing system (CATI). While CATI programming takes several days to complete before the data collection can begin, its benefits far outweigh the costs associated with its implementation in the data collection process. These benefits include: -~~~~ ?~~;~~arc C~it'' C~~ ~i ;.tif,.~E't automatically routing the interviewer through the interview to ensure skip-patterns are properly navigated, allowing the entry of only legal codes in any particular field which prevents many data entry errors, and assisting supervisorial tasks by ensuring that the appropriate number of call-backs are made at the specified times. CATI programming is one of the quality assurance/quality control measures employed by Godbe Research during the data collection process. It is also important to note that Godbe Research uses only live interviewers (no IVR - voice recorded surveys) and does not "off shore" any of our research projects, even to Canada or other countries with interviewers that speak English at a high level (e.g., India, Philippines, or Mexico). The CATI system is simply a computer interface that the live interviewer interacts with, as opposed to pen and paper data collection, to minimize any potential errors in the data collection process. Data Collection Once the CATI programming has been completed and depending on the sample size we employ, data collection will take approximately four to six days to complete. Godbe Research currently uses several different phone banks depending on the type and timing of the survey, but for this project we have selected Mountain West Research (MWRC). MWRC has outstanding reputations for speed and accuracy. Godbe Research has worked with MWRC on over 500 previous survey projects and we have an excellent relationship with its management team. Why MWRC and Poctaello, ID? Easy. By using a firm in the mid-west and near State universities (University of Idaho and Idaho State University), we can ensure a level of interviewer (college students) that is of a higher quality and lower cost than what can be found in most California data collection firms. In addition, the turn over at MWRC is much less than any firm in California, which makes for a more professional interviewing staff in general. All of this makes for excellent interviewers that still have neutral California/Western U.S. accents. MWRC is a highly regarded data collection firm that employs a staff of professional, full-time interviewers that are trained in conducting research surveys in a number of languages, including Spanish, and for a wide variety of target audiences. Furthermore, their staff is thoroughly trained in determining when it is appropriate to involve a Spanish-speaking interviewer. Quality control measures during data collection include CATI programming the survey instrument to ensure proper navigation of skip patterns and response options, training the interviewers on the instrument (minimum 1 hour session), active on-site supervisor monitoring of interviews, random review of completed surveys to identify and correct errors, random supervisor call-backs to confirm responses, and daily review of sample characteristics to ensure that they match the population. Interviewer Training Godbe Research has developed a standard interviewing protocol and format that applies to each of our resident surveys. Nevertheless, we stress the importance of training the interviewers for each survey to ensure that they understand the objective of each question, the response categories, and the protocol for completing the interview. The training session is conducted in a group format, with a Godbe Research staff member and a data collection supervisor discussing each question in the survey and clarifying questions asked by the interviewers. In addition, given our long-term relationship with MWRC, we have our own internal interviewing team that works exclusively on Godbe Research projects. This helps minimize any decrease in quality control among survey events. {-~~i~,.E~{##y~i.5 t~:«'"9} zfw? ~i..^:~~,}~~~~~.~~,.1 E.R ~.t,~::.''..~%31 s.>~.2 ~rL~:1~ ~:€t<~, t~ 1f~~31~ Data Processing The Godbe Research team processes the data for each project we conduct, thereby ensuring a level of detail and quality control not possible through subcontracting data processing services. Once the interviewing is completed, each response is coded, and detailed cross-tabulations are produced. The cross-tabulations we produce for any study generally include age, gender, ethnic group, income, home ownership, parental status, number of children, and geographic breakdowns, as well as other banner points based on attitudinal data. Once the data is collected, the sample characteristics are compared to those of the population to ensure that the data are representative. If disparities exist (which may arise simply by statistical chance or through known limitations of a sampling design), our staff are experts in `weighting' the data to adjust for these disparities and ensure that the results are representative of the entire population of interest. Project Report Within a few days of the conclusion of data collection, the Godbe Research project team will meet with the Tustin project team to go over the topline (aggregate) survey responses/results. This will help guide the report and presentation so that it is formatted according to the City's needs. Analysis of the data and presentation of the findings are the last components of any research project. Because a concise summary of the data and actionable recommendations are critical to a client's objectives, Godbe Research takes great care analyzing the data and preparing our written reports. For each project we conduct, Godbe Research produces a report written in clear and simple English, and designs it to be read by those with little or no experience with statistics, which helps to make our final reports the most thorough and insightful in the industry. The report includes information about the methodology used to complete the project, an executive summary of important findings, conclusions and recommendations, a question-by-question analysis of the data (with reference to the previous study), complete sets of crosstabulations according to client needs, and copies of the final questionnaire. Once a draft report has been reviewed and commented upon by City staff, we will make any requested changes and submit the final report to the City. Godbe Research will also provide Tustin with the toplines, survey results, and the report in an electronic format. In Godbe Research's final report, the results for each question are illustrated by a set of sophisticated yet easy-to-understand charts and tables. These graphic illustrations are accompanied by detailed descriptive text that enhances the readability of our research findings. Below we have provided a few example figures and tables to illustrate just a few of the graphic illustrations that the City can expect to find in Godbe Research's final report. Figure 1. Example: Overall Satisfaction Very dissatisfied 2.7% DK/NA Somewhat dissatisfied 4.6% 4.1 Very satisfied 49.0% Somewhat satisfied 39.6% Table 1. Example: Satisfaction/Importance Matrix High Imp High Imp Low Sat High Sat 2.60 w..~~ ~ .,.~, ~,._. ~..._ ~... ~~ A ~( i ~ Maintainih 4 2.40 --~j ( jeparing for: f f ~~ Repairing an '~" Providing neigh ~ ; Reducing traffic congestion. 2.20 --~ ~ ~ Managing gr owth and development Providing trash and recycling services ~ ~ ~ ~ ~~ ~ Providing graffiti removal services /. i Maintaining parks and recreation facilities 2.00 --i } I Providing recreation programs I j 1.80 °~? I i Enforcing animal control laws D ~ C 1_ __~ 0.50 '1.00 1.60 Low Imp Low Imp Low Sat Satlafactlon High Sat ~..,~~ "is..N<:~ a,.,,,, ~' ti,.~,~lt,<~I ~C~ f;5~1Cl~iCf x:? l.l[,:....:..~'t '. ~.,•E...~' Ci~~~ _;.;~ T~~~~i~~ Presentation of Findings and Post Survey Consulting As with all of our resident opinion survey projects, Godbe Research will also prepare an oral presentation, aided by PowerPoint slides, for the City of Tustin staff and representatives and a Council workshop (2 project presentations). The presentation will be interactive and should take approximately one hour to complete. In addition to the extensive services we offer during the research process, we will also remain available to answer any questions about the research findings long after the study has been completed. Unlike many of our competitors, we take pride in not practicing "hit and run" research projects for our clients. That is, we will be here for your questions and concerns about the findings of your research whether it's next month or next year. We understand that many planning and customer service initiatives might be based on our survey results and recommendations and we are here with you between survey events. Moreover, this service is provided without additional consulting fees. r~~f~t R~ec~ ~~ ~ add-O ~~~~ ter ~ ~~ ~~~ ~ ~~d ~~~~~ Godbe Research stresses that the statistically valid quantitative telephone survey of Tustin's residents should be the primary methodology employed to achieve the needs assessment research objectives and to ensure that the survey is demographically and geographically representative of the City of Tustin. However, for many of our public sector clients, there is sometimes the need for innovative research strategies to help supplement a quantitative survey or further expand on the results of that survey to help inform the planning process. Godbe Research has extensive experience in developing innovative strategies for recruiting respondents for follow-up research (e.g., focus groups, tracking surveys, one-on-one interviews), based on their responses to various questions within surveys. This could include current residents who are dissatisfied with specific services or the quality of life in general in Tustin or newer residents that have lived in Tustin less than 2 years. Godbe Research also has experience in developing Internet versions of our resident surveys for placement on our clients' web sites so that residents who are not surveyed can still provide input and feel that they are included in the process. We have also used one-on-one interviews with community leaders and various community groups to help inform the process from the standpoint of group needs (e.g., little league, senior activities league, boys and girls clubs, Chamber of Commerce, etc.) to eliminate the need to survey members of a given group. Finally, we have also developed written versions of the survey to be distributed and collected via schools within the City, at parks and recreation classes/programs, at senior centers, etc. to get the opinions and attitudes of students or users of specific services or facilities. Internet Version of the Survey (No Charge to the City) One of the most frequent complaints that we or any research firm will hear when conducting a survey is, 'You didn't contact me or anyone I know, so the survey isn't valid". While this is certainly not true, sometimes it is valuable to offer the survey to anyone who wants to take it, although conducting phone surveys with every resident is certainly out of the question in terms of cost and timing. Because of this, Godbe Research is offering to develop an Internet version of the survey for placement on the City of Tustin's web site. However, because we won't be able to do things like: prevent multiple responses from the same person; de-duplicate the phone and web versions; prevent non-Tustin residents from taking the survey; or control demographic representation in the web version, we will analyze results from the phone survey as the primary data collection methodology but provide high level anecdotal information from the web survey. The web survey becomes a valuable tool for allowing any Tustin resident to take the survey and becomes an inclusionary communications tool for the City. The Internet version of the survey is provided free and many of our clients take advantage of this value added service. Interviews with Council Members (No Charge to City) For many of our resident/community surveys, there is the need to gather the opinions and feedback from City Councilmembers without violating the Brown Act of making the survey instrument a public document prior to fielding by having Council review it at a regularly scheduled meeting (avoid survey/response bias). Accordingly, Godbe Research can conduct 10 to 15-minute executive interviews via phone with each Tustin Councilmember to ensure their views are represented in the survey process. Furthermore, we are offering to provide this service to Tustin without additional fees. Follow-Up Focus Groups Godbe Research has had successful experience in recruiting survey respondents to follow-up focus groups based on their satisfaction, usage, or awareness of various City programs, facilities, and services. This becomes a very economical way to follow- up on survey results in general or to explore specific survey findings with the specific groups of residents that generated those findings. We begin by flagging the potential response codes of interest to various questions, which triggers a final question at the end of the survey about participating in future follow-up research. Those respondents that indicate a willingness to participate will then be asked to provide their contact information and we begin to build a pool of potential focus group respondents. This is a much more effective strategy than trying to find relevant respondents for specific topics using a traditional focus group recruitment strategy (RDD sample with screening questions). While the additional flagging, future participation question, and building a database of interested respondents do not have any additional costs, there would be additional costs associated with conducting the focus groups. Finally, asking the follow-up question does not commit the City to conduct any follow-up research. Geocoding of Survey Data Godbe Research can also work with our GIS partner to geocode survey responses to the nearest cross street or to append actual survey data (e.g., demographic data) so that the City can have maps with various demographic variables and other survey. We can discuss this cost effective and highly informative add-on module with the City, if requested. 7rrtri ~; ~~,.~€ ~ ~ -t? ~3 p 'l .P r~ ~ i l,•'~~^jri ~s, ; ~~~~e ~~~~~ ~ee~~ Godbe Research has provided several references and testimonials below, for the City's review. The City of Tustin is free to contact any of the references provided during the evaluation process project. Should the City wish us to facilitate contact, we would be happy to do so. Our references, much like Tustin staff and administration are sometimes very time constrained. City of La Mirada Projects: Resident Satisfaction Surveys 2005/2007 (2007 phone survey has an Internet version) Employee Survey 2007 Contact: Tom Robinson, Community Services Director Phone: 562-943-0131 City of Costa Mesa Projects: Revenue Measure/Assessment Feasibility Survey 2006 Bond Measure Feasibility Study 2001 City Satisfaction Survey 2000 Contact: Donna Theriault, Management Analyst Phone: 714-754-5024 City of Poway Projects: City Satisfaction Survey 2006 Employee Satisfaction Survey 2006 Contact: Rod Gould, City Manager Phone: 858-668-4501 City of Moreno Valley Projects: City Satisfaction Surveys 2004/2005/2006 Contact: Angela Rushen, Assistant to the City Manager Phone: 909-413-3053 City of Encinitas Projects: Revenue Measure Feasibility Study 2005 Resident Satisfaction Survey 2002 Contact: Kerry Miller, City Manager Phone: 760-633-2600 City of Davis Projects: Residential Satisfaction Surveys 2000 and 2007 (voter/non- voting resident hybrid study in 2007) Parks and Recreation Needs Assessment Survey 2007 Library Bond Measure Survey Ballot Measure Feasibility Study Parks and Recreation Assessment/Tax Feasibility Study Contact: Kelly Stachowicz, City Manager's Office Phone: 530-757-5602 ;itv ~~i ~~~>$r~ City of San Rafael Projects: City Satisfaction Surveys 2005/2007 Revenue Measure Feasibility Surveys 2005/2006 Contact: Ken Nordhoff, City Manager Phone: 415-485-3075 City of Novato Projects: Resident Satisfaction and Priorities Survey 2003/2007 Cable Franchise Survey Voter Survey for Street Bond Voter Survey for Police Services Bond Contact: Jennifer Goldfinger, Assistant to the City Manger or Daniel Keen, City Manager Phone: 415-899-8903 (Ms. Goldfinger) City of Redwood City Projects: Resident Satisfaction Study 2001/2003/2005 Park and Recreation Planning Focus Groups Resident and Voter Study 2001 Library Planning Focus Groups Contact: Magda Gonzalez, Assistant to City Manager Phone: 650-780-7302 City of Mountain View Projects: Resident Satisfaction Surveys 2002 and 2007 Library Bond Measure Feasibility Survey Cable TV Franchise Survey Contact: Kevin Woodhouse, Senior Management Analyst Phone: 650-903-6215 City of Cupertino Projects: Resident Satisfaction Surveys 2000/2002/2004/2006 Student Communications Survey 2007 2003 Parks and Recreation Planning Surveys Ballot Measure Survey Regarding Open Space Contact: Rick Kitson, Public Information Officer Phone: 650-252-4505 City of Campbell Projects: Resident Satisfaction Surveys 2000 and 2007 Contact: AI Bito, Assistant City Manager Phone: 408-866-2125 Orange County Transportation Authority (OCTA) Projects: 2007 Current Rider Onboard/Intercept Surveys 2007 Potential Rider/Non-Rider Segmentation Survey Contact: Marcello Sandoval, Transit Marketing Manager Phone: 714-560-5612 Godbe Research has never defaulted in the performance of a contract. Even after more than 17 years in business, we have never had a client terminate a contract for cause, convenience or performance. ~5~~i~ Below we have also provided testimonials from recent resident satisfaction clients, for the firm and our potential project manager. Feel free to contact any of the contacts below, as additional Godbe Research references. Client Testimonial -City of Mountain View, California I would like to take a moment to thank you and your company for your excellent work on the Resident Survey project for the City of Mountain View. Your active participation in City Council Study Sessions and at a Council Procedures Committee meeting was critical to the successful design of the instrument and methodology, especially given our City Council's active involvement with and expectations regarding this project. It was a pleasure to have you and your staff undertake this project...almost as pleasurable as receiving the excellent and informative results. - Kevin Duggan, City Manager Client Testimonial -City of Norwalk, California As the City of Norwalk entered the new millennium, we wanted to identify the issues that were most important to our residents and gain objective feedback on our performance. Godbe Research provided us the expert resources to accomplish this goal. They worked with our staff to customize a survey instrument for our community. The quality of the survey and statistical validity of the results has given us a high level of confidence in the survey process. From beginning to end, every aspect of the project was handled in a professional manner. The City of Norwalk would not hesitate to recommend Godbe Research to any organization that is considering a survey project. - Ernie Garcia, City Manager Client Testimonial - EI Dorado County, California This is our County's first resident survey, and we evaluated a range of research firms from the private sector and academic institutions. We selected Godbe Research because they offer the best value and approach for meeting our needs. The research product we received was an exceptionally rich, comprehensive analysis of our residents' feedback to guide our strategic planning. In addition, we were extremely impressed with the personal attention and responsiveness we received throughout the project -from the President attending the kickoff meeting in person to the Director of Research personally leading the project and responding to our questions on a timely basis. We strongly recommend Godbe Research! -Mike Applegarth, Senior Administrative Analyst, EI Dorado County Administrator's Office Client Testimonial -Marin County, California Godbe Research was an excellent partner in helping us conduct our first-ever countywide community satisfaction survey. Counties face issues somewhat unique from cities, which Godbe understood in guiding us through developing the survey questionnaire, conducting the survey, and reporting and presenting the final results. The Godbe staff was very knowledgeable about how to develop and conduct the survey to accurately identify community perceptions and develop a baseline for future comparisons. We will use the survey results in our efforts to measure the results of our programs and services and communicate our achievements to the public. - Matthew H. Hymel, Marin County Administrator i't?;~"St`~ ~>~Zi iC? ~CSlldllC~ ~:t ~.y1¢:~?'Narl ~r.;i :'t?V 11 t:~(~~7~' ~E?S~?c`3C~~t ~1 ~?~1 C?k Iii~ICI A completed "Certification of Proposal to the City of Tustin" form follows this page in the proposal. APPENDIX R CERTIFIC,p-TION OF PROPO5~1L TO TFIE CITE OF Tl1STIN 1. The undersigned hereby submits its proposaB and, by doing so, agrees to furnish services to the City in accordance with the Request for Proposal (RFP), dated November 2007, and to be bound by the terms and conditions of the RFP. 2. This firm has carefully reviewed its proposal and understands and agrees that the City is not responsible for any .errors or omissions on the part of the proposer and that the proposer is responsible for them. 3. 9t is understood and agreed that the City reserves the right to accept or reject any or all proposals and to waive any informality or irregularifij in any proposal received by the City. ~, ~'he proposal includes ail of the commentary, figures and data required by the Request for Proposal, dated November 2007. ~. 'his firm has carefully read and fully understands all of the items contained iri Section 7, .~~:~a~.~ic.1J !\~.L~Y.id~,'~i~a~3i1:J. ~N~YJ AY~dd6 Gi~tll:~.J 1'1J Ge~tl 'l1'~ tl.~'C. ~'CJIl:.Ut~1 J^'CtJ+'li.Btl^l.1CiC~d~,J ~./li.Cy!VZ L'1J7 r~hose ~l€sclosed by +~he ~~irm in project proposal, listed on an at~~achment. 6. ~'he proposer shall be valid for 12®days from .iana.9ary ~.5, 2007. Name of Firm:__~~~~~~ ~~=~~-~ ~~~~ Ry: Hype Name: ~~ ~ IZ--''(~1~~~ G (~ (~ ~ ~ Date: ~~C- ~' ~~~~ ~ODBE RESEARCH fain Insight °~" ~~ „. r? ==1 III Civic Research Citizen Survey Project Proposal A proposal to conduct a Citizen Satisfaction Survey for the City of Tustin, California. submitted by Civic Research 611 North Glenrose Drive Orange, CA, 92869 714-280-4724 December 12, 2007 Table of Contents Page Letter of Transmittal 3 Management Contact 3 Scope of Work and Allocation of Resources 4 References 6 Summary Sheet Appendix A Certification of Proposal to the City of Tustin Appendix B "Importance-Satisfaction Report Card" Attachment 2 Community Satisfaction Survey for City of Tustin, CA. I. Letter of Transmittal Civic Research specializes in citizens surveys for local governments. We do everything -sample selection, questionnaire design, data collection, analysis, and presentation of results. We have worked in Southern California since 1983, and have done numerous satisfaction surveys for public agencies. Please see "Using Citizen Surveys to Give Residents a Voice in Local Government" by G. Wayne Eggleston and Fred Smoller, Ph.D. in Western City magazine, January, 2007, which is posted on our web site, civicresearch.biz.) We feel the "Importance-Satisfaction" index is precisely the type of "report card" called for in the RFP. The "importance-satisfaction" index provides a useful tool for benchmarking citizens views on city services, and provides a basis for measuring future progress. Respondents rate the importance of city services - such as police, fire, and trash collection - on a five point scale. They then rate how satisfied they are with the job the city is doing delivering those services. Averages are calculated for each service. We are then able to isolate those services which are of greatest importance to residents, but with which they are least satisfied. We also will work with you to develop more general questions of resident satisfaction that can be repeated in subsequent surveys. We are a local firm, one that is very familiar with the needs of Orange County cities. We also provide the personal attention that this project requires. II. Management Contact Fred Smoller will be the Project Manager (PM). He holds a Ph.D. in political science from Indiana University. He is also a graduate of the Inter-University Consortium for Political and Social Research at the University of Michigan (ICPSR). He has done surveys for the Orange County Transportation Authority; the cities of Irvine, Orange, and Long Beach; the Orange County Sheriff, O.C. Human Relations Commission, Orange Public Library, O.C. Waste Management, and the City of San Clemente. Smoller was a Vice President at Forde and Mollrich, a political consulting firm in Newport Beach. He did strategic planning, polling, focus group research, statistical analysis, message testing, and public outreach on issues including the Orange County Great Park, Centerline, and One Broadway Plaza, in Santa Ana. Dr. Smoller will construct and program the survey, supervise the collection of the data, analyze the results, and write the final report. He is insured with the Hartford Insurance Company and is a member of American Association of Public Opinion Researchers. Smoller is also a professor of political science at Chapman University. As a teacher, Dr. Smoller has experience explaining research methods and statistics to people who may not have a background in these areas. 3 Community Satisfaction Survey for City of Tustin, CA. II. Scope of Work and Allocation of Resources The work will take place in 8 steps. 1. Research Design We will develop and administer an approximately 15 minute telephone survey to a minimum of 400 residents. The survey will include closed ended and a minimum of two open ended questions. A larger sample size will reduce the margin of error and analysis of subpopulations. The survey will be developed in a series of in-person meetings with your staff. The size of the sample, the length of the survey, and the incidence rate (see below) are major determinants of the cost of the project. A larger sample will allow sub-analyses (for example, breakdowns by areas of the city) that are statistically reliable. However, a sample of 400-500 will be adequate. 2. Select Sample This is a Random Digit Dial (RDD) telephone survey using Computer Assisted Telephone Interviewing (CATI) software. The sample of telephone numbers will be purchased from Political Data in Burbank, CA. "Qualifying" or "Screener" questions and other measures will be used to ensure that the correct universe is identified. The "hit" rate (or incidence) is the percentage of those respondents who are "qualified" to take the survey. By "qualified" we mean the respondent "correctly" answered the screener questions. For example, that they are 18 years of age or older and live in the city limits. Since the city, by definition is a public entity, staff may wish to use a sample of high propensity voters, or some combination of high propensity voters and community residents. The margin of error reflects the accuracy of the results at the 95% confidence level. A larger sample will increase the accuracy of the results (See Table 1) and allow for more extensive analysis of subgroups. Quotas may be set to make sure that the sample matches the population on key demographic variables, such as sex, location of home, age, and income. Table 1 Sample Size and Margin of Error Sample 200 300 400 500 600 800 Size Margin 6.92 5.65 4.89 4.37 3.99 3.45 of Error 3. Design Questionnaire The questionnaire design is the most critical part of the survey process. Typically, questionnaires go through several drafts until all "stakeholders" are comfortable. This is best done with one or more meetings, with follow up via email and telephone. The survey is written in Microsoft Word. It is then programmed into the Computer Assisted Telephone Interview (CATI) software. (We use "C13" by Sawtooth Technologies.) The resulting program will be pre-tested, to ensure that the correct logic flow has been coded. Interviewers will also be trained. If the city 4 Community Satisfaction Survey for City of Tustin, CA. has conducted previous surveys, questions from these can be included so that changes in citizen perceptions of key city services can be measured. 4. Conduct Interviews It will take approximately 7-10 days to collect the data, depending on the size of the sample selected. 5. Analyze Data While the data are being collected, the program will be written to analyze the results. SPSS is the widely used Statistical Package for the Social Sciences. This file will be read by the SPSS program, and preliminary analyses will be conducted to make sure the data are being properly collected. "Top End", or aggregate results (e.g., frequencies for each question) and crosstabulations will be generated. 6. Write Report The final report will consist of a detailed description of the survey methodology and the results, including crosstabulations and frequencies, conclusions and recommendations. Apower point presentation will also be created. A summary and interpretation of the responses to open-ended questions will be provided. It will be analyzed with a linguistics program to find patterns. Illustrative quotations will be used to put a "human face" on the quantitative results. 7. Present Results Dr. Smoller will present the findings at a workshop for staff and council members. 8. Follow up Consultation After the final report is delivered, it is often the case that additional questions arise. There is no additional charge for follow up questions, or additional analyses. 5 Community Satisfaction Survey for City of Tustin, CA. IV. References Project Descri tion A enc Contact Tele hone Great Park Outreach, Mollrich Stu Mollrich 949-476-9064 Numerous political and Communications communit surve s Project 20/20 Irvine Frank Lundin 949-724-7340 Library Citizen City of Orange Nora Jacob (714) 288-2474 Satisfaction Surve Citizen Satisfaction Orange County Scott Bryant 703-590-2607 Surve IV. Project Time-Line We can begin the project immediately. It usually takes at least two weeks for all of the stakeholders to agree on the final draft of the survey. We have drafts of many city surveys so we will not be starting from scratch. It will take an additional week to gather the data, and one more week to write the final report and to prepare the power point presentation. We can have the entire project done and ready for presentation within 4-6 weeks of the start date. V. Consultant Fee/Cost The minimum fee will be $22,500 fora 15 minute, English only, survey of 400 City of Tustin residents. 6 Community Satisfaction Survey for City of Tustin, CA. APPENDIX A SUMMARY SHEET DATA TO BE SUBMITTED WITH PROJECT PROPOSALS Firm Name: 1 y l ~ ~ ~ S~.CC ~C r Ownershi 1- r~~ S~ O ~ 1 e~' Firm parent • M 'rm Address: ~ C~ 1 e ~ ~'os~ ~'~ F~ Ora~nge . CA y~BG Firm Telephone Number: 1 g - ~ ~~ ~" Firm Fax Number: 7Z'1 ~' - ~~p - Y ~'~ ~ Number of years in existence: 0 ~~rs Management Contact (person responsible for direct contact with the City of Tustin and services required for this Request for Proposal): __.. CGI S/'~')c~//~~ Title: c~r7~(' r~si de~~'- Name. ~ Telephone Number:~~/y~a80~ 4'~o~~f' Fax: ~~~y~ a~~ ~ ~`~a5`' Email: smolle~'~socQl • rf, CC~m Project Manager (Person responsible for day-to-day servicing of the account): Name: ~~eU ~/'Y)O//P~ Title: l~' ~C°s Telephone Number: ~80~ ~ Fax: ~~~f-a$Q, ~~~~` Email: -t''~I'Yl n~lcr~a ~ocr~l • I^~'•.C~ Types of services provided by the firm: ~ ~ i'1 on ~ vrYe s %Y APPENDIX B CERTIFICATION OF PROPOSAL TO THE CITY OF TUSTIN 1. The undersigned hereby submits its proposal and, by doing so, agrees to furnish services to the City in accordance with the Request for Proposal (RFP), dated November 2007, and to be bound by the terms and conditions of the RFP. 2. This firm has carefully reviewed its proposal and understands and agrees that the City is not responsible for any errors or omissions on the part of the proposer and that the proposer is responsible for them.. 3. It.is understood and agreed that the City reserves the right to accept or reject any or all proposals and to waive any informality or irregularity in any proposal received by the City. 4. The proposal includes all of the commentary, figures and data required by the Request for Proposal, dated November 2007. 5. This firm has carefully read and fully understands all of.the items contained in Section 7, General Requirements. This firm agrees to all of the general requirements except for those disclosed by the firm in project proposal, listed on an attachment. 6. The proposal shall be valid for 120 days from January 15, 2007. Name of Firm:. ~ V -~ esec~ Bch By: (Authorized Signature) Type. Name: ~'~e S'(~"1 O L 1 e~' ~ I' l~ , Title: ~~ e ~' Z°S 1`~e~ Date: I~ ~ I ~~ Q 7 ,:~ Very Satisfied. Not Satisfied Your City Importance-Satisfaction Matrix 5 Low Imp., High Sat. 4 O .~. V ~3 to 2 a. / ~ i, ~,. i ~, M ~, Critical .C ~ Issues o, / ~- m ,t=ow Imp,, Low Sat. Q ~ High Imp., Low Sat. 1 2 3 4 Importance Nof Important 1=Fire and Paramedic 2=Police 3=Street Repair 4=Park Maintenance 5=Programs for Seniors 6=Trash Collection.. and Recycling 7=Water and Sewer Services 8=Managing Traffic Congestion 9=Clean Ocean 1Nater 10=Storm Drainage System 11=..Street Sweeping 12=Tree Trimming 13=.Programs for Youths Very Important 14=Economic Development 15=Historic- Preservation 16=Downtown :Parking 17=Managing Growth 18=Beach Maintenance 19=Recreation Trails 20=Affordable Housing 21=Emergency Shelter 22=Shopping and Retail Opportunities 23=Environmental Issues 24=Spanish. Village. Character 25=Co'de Enforcement. 2~= High SChOOI 5 Fairbank, Maslin, Maullin & Associates Opinion Research ~ Public Policy Analysis Lisa Woolery Communications Manager City of Tustin 300 Centennial Way Tustin, CA 92780 RE: Citizen Survey Project Proposal Dear Ms. Woolery: December 21, 2007 Fairbank, Maslin, Maullin & Associates' (FMM&A) is pleased to submit this proposal to conduct a City of Tustin Citizen Survey. The attached proposal outlines our experience in providing community surveys measuring residents' satisfaction with municipal services for cities and counties throughout California and the specific approach we propose for opinion research relative to the City of Tustin. In brief, FMM&A proposes to conduct a telephone survey of adults, 18 years old or more, residing in the city of Tustin to assess satisfaction with local services, determine priorities, as well as other pertinent perceptions and attitudes. FMM&A recommends a random sample of 400 respondents and that the survey questionnaire be 20 minutes long on average for an English-speaking respondent. The questionnaire would be translated into Spanish for residents who prefer to respond in Spanish. This survey would have an error margin of plus or minus 4.9 percent at the 95 percent confidence level. FMM&A's proposal also includes details on the proposed work plan and a robust series of reports to the City of Tustin. FMM&A anticipates that all work can be completed within seven to eight weeks of the authorization to proceed. Fairbank, Maslin, Maullin & Associates (FMM&A), a California corporation, has specialized in public policy- oriented opinion research since the company was first organized in 1981. Our firm is especially experienced in conducting research for government jurisdictions to support the planning, development, implementation, and evaluation of public services and public policy programs. I will serve as the Project Manager and direct contact for the Tustin City staff for this project. I will be supported in our proposed work by Senior Vice President Richard Bernard and Senior Researcher Rick Sklarz. Resumes for the FMM&A staff that would be assigned to this project are included in the body of the proposal. FMM&A looks forward to providing you with the services you seek. Sincerely yours, Richard Maullin 2425 Colorado Ave., Ste. 180 Partner 1999 Harrison Street, Ste. 1290 Santa Monica, CA 9 0 4 0 4 Oakland, CA 9 4 6 1 2 Phone: (310) 828-1183 Phone: (510) 451-9521 Fax: (310 453-6562 Fax: (510) 451-0384 FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 2 - December 21, 2007 PAGE A. SUMMARY SHEET AND PROJECT STAFF INFORMATION ..............................................3 1. SUMMARY SHEET ...............................................................................................3 2. PERSONNEL ASSIGNED TO THE PROJECT .........................................................4 2. PROJECT STAFF BIOGRAPHIES .........................................................................5 B. ALLOCATION OF RESOURCES .......................................................................................8 1. GENERAL INFORMATION ABOUT THE FIRM ...................................................8 2. RELEVANT EXPERIENCE AND QUALIFICATIONS ............................................9 3. PROJECT TIMELINE ........................................................................................11 4. PROJECT BUDGET ...........................................................................................12 C. SCOPE OF WORK ..........................................................................................................13 D. REFERENCES ................................................................................................................17 E. CERTIFICATION OF PROPOSAL ....................................................................................21 APPENDIX A: 2007 CITY OF BELLFLOWER COMMUNITY SATISFACTION SURVEY REPORT AND SURVEY RESULTS FMM&A PROPOSAL PAGE 3 APPENDIX A SUMMARY SHEET ®ATA `T® RE Sl1RMIT1°E® VVIl'H PR®JECT PR®P®SALS Firm Name: Fairbank, Maslin, Maullin & Associates Firm Parent or Ownership:. `~ ~l~ Firm Address: 2425 Colorado Ave. , Suite 180, Santa Monica CA 90404 Firm Telephone Number: (310) 828-1183 Firm Fax Number: (310) 453-6562 Number of years in existence: 26 Years Management Contact (person responsible for direct contact with the City of Tustin and services required for this Request for Proposal): Name: Richard Maullin _ Title: President Telephone. Number: (310) 828-1183 Email: richard@fmma. com Fax: (310) 453-6562 Project Manager (Person responsible for day-to-day servicing of the account): Name: Richard Maullin Title: President Telephone Number: (310) 828-1183 Fax: (310) 453-6562 Email: richard@fmma. com Types of services provided by the firm: Public opinion survey research 6 FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 5 - December 21, 2007 2. PROJECT STAFF BIOGRAPHIES Richard Maullin, PhD -Partner and Project Manager As one of the founding partners of Fairbank, Maslin, Maullin & Associates, Richard Maullin has provided opinion research and consulting services to a wide variety of national and international private sector clients, including companies involved in the fields of energy production and distribution, construction services, real estate, telecommunications, entertainment and consumer products. In addition to providing public policy-oriented research and communications consulting services for FMM&A private sector clients, Dr. Maullin serves as the principal researcher on numerous opinion research, strategic planning and communications consulting projects involving state, regional and local government. He has conducted research projects evaluating public attitudes towards building and development projects, local government services such as police, fire and public works, transportation systems, environmental protection, recycling and municipal waste disposal, energy conservation and development, parks and recreation, and public education. Dr. Maullin has also provided voter research services and strategic advice to numerous ballot measure campaigns including state-level issues, such as stem cell research, Indian gaming, human and civil rights, public utility regulation and alternative energy development, and local issues such as local government and education finance measures. In the candidate election arena, Dr. Maullin has managed successful gubernatorial campaigns and provided opinion research and strategic consulting to candidates for governor, mayor and other state and local elective offices. Dr. Maullin has held high-level executive positions both in government and in the private sector. He was California Deputy Secretary of State from 1971 to 1974 and served as Chairman of the California Energy Commission from 1975 to 1979. From 1980 to 1985, Dr. Maullin was President and Chief Executive Officer of MCR Geothermal Corporation. Dr. Maullin was also a member of the Social Science Research Staff at the RAND Corporation from 1965 through 1970, specializing in Latin American politics and economics. Richard Maullin was born in Los Angeles, California and received his bachelor's, master's and PhD degrees in Political Science from UCLA. Dr. Maullin is bilingual in English and Spanish and has working knowledge of French and Portuguese. He lives in Santa Monica and may be reached at FMM&A's Santa Monica office at (310) 828- 1183, or at richardC fmma.com. Richard Bernard, PhD -Senior Vice President Richard Bernard, Senior Vice President, joined FMM&A after being on the faculty at the University of Toronto from 1999 to 2002. Among his projects at FMM&A, Dr. Bernard has been the lead researcher conducting surveys and focus groups on behalf of government agencies, organizations and businesses interested in understanding their constituents and external environment. This research has informed these FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 6 - December 21, 2007 organizations businesses as to which messages and messengers influence institutions and individuals to accept policy initiatives and organizational change. He has conducted this type of research in the areas of health, education, development, transportation and the environment. Specifically, Dr. Bernard has conducted citizen assessment survey research for a number of Southern California cities, including Bellflower, Coronado, Moreno Valley, and Torrance to assess residents' satisfaction with local services, aid in strategic planning and determine priorities for addressing constituent concerns. In addition to his work on behalf of local government, he has also provided research for school districts, hospitals, real estate development companies, professional associations, and nonprofit organizations. While at the University of Toronto, he taught research methods and statistics and his research dealt frequently with issues related to labor markets, organizations, gender, ethnicity, and families. He has published in such journals as East Asian Pacific Migration Journal, International Migration Review and the Canadian Journal of Sociology. Prior to joining the faculty at the University of Toronto, Dr. Bernard was a post-doctoral fellow at the University of Chicago where he both designed and tested quantitative and qualitative surveys related to family, work and educational issues. In addition to the more than four years as Senior Vice President and Senior Researcher for FMM&A, Dr. Bernard's experience also includes nine years consulting for the non- profit sector and government. The projects he has been involved in range from work on a California ballot proposition intending to eliminate rent control on mobile homes to an evaluation of safe sex behavior sponsored by the Los Angeles County Department of Health Services. Richard Bernard received an Honors B.A. at York University, a M.A. at McGill University and a Ph.D. at UCLA in Sociology. He may be reached at FMM&A's Santa Monica office at (310) 828-1183, or at bernard@fmma.com. Rick Sklarz -Senior Researcher Senior Researcher Rick Sklarz joined FMM&A in the Santa Monica office in 2004. He specializes in the design and implementation of survey questionnaires and the analysis of opinion data to assess public opinion for local government, public finance measures, nonprofit organizations, private companies, land-use/development firms, and political campaigns. He has participated in a number of local and statewide campaigns including the successful passage of Proposition 84, a clean water conservation measure; Proposition 71, the California Stem-Cell Initiative; Propositions 68 and 70, the California Indian Gaming ballot measures; and the Washington State Charter School Referendum 55. Further, Mr. Sklarz has provided research for candidates seeking public office at the City, County, State and Federal levels. Mr. Sklarz is highly experienced in conducting opinion research related to education. He has conducted survey research for many K-12 and community college districts throughout California and has helped secure billions of dollars through ballot measures to improve the quality of education at local public schools. In addition, Mr. Sklarz regularly FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 7 December 21, 2007 conducts survey research for municipal governments seeking to secure additional revenue for local services through voter approved ballot measures. Mr. Sklarz joined FMM&A after receiving a master's degree in Public Policy from the University of Southern California. Mr. Sklarz also spent three years as a member of U.S. Senator Joe Lieberman's staff in Washington, DC where he worked on a variety of issues, including transportation, budget and taxation and government oversight. He may be reached at FMM&A's Santa Monica's office at (310) 828-1183 or Sklarz C fmma.com. Subcontractors: Kandi Reyes Kandi Reyes, President of Reyes & Associates, provides Spanish language translation and interpretation services. Ms. Reyes has translated hundreds of survey questionnaires for FMM&A since 1990, and she has substantial experience in the translation of FMM&A's community assessment questionnaires, developing a special expertise in transposing these survey instruments' English technical terms into Spanish as spoken and understood in California. McGuire Research Services McGuire Research Services (MRS), Inc. will perform the telephone interviewing for the City of Moreno Valley resident satisfaction survey. McGuire Research Services, Inc. has provided consistently reliable and cost-competitive interviewing services to FMM&A for more than a decade. In addition, MRS, Inc. is adept at conducting interviews in Spanish and Southeast Asian languages. FMM&A maintains very close coordination with MRS, Inc. as part of its management of the telephone interviewing process. The contact information for MRS, Inc. is as follows: Mike McGuire, President and CEO McGuire Research Services, Inc. 1228 15th St., Suite 314 Denver, CO 80202 (303) 575-6969 (phone) (303) 575-6970 (fax) FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 8 - December 21, 2007 1. GENERAL INFORMATION ABOUT THE FIRM Fairbank, Maslin, Maullin & Associates (FMM&A), a California corporation, has specialized in public policy-oriented opinion research since the company was first organized in 1981. Our firm is especially experienced in conducting research for government jurisdictions to support the planning, development, implementation, and evaluation of public services and public policy programs. FMM&A offers a full range of opinion research and communications strategy consulting services including all research services supporting the development and implementation of community evaluation efforts for public-sector agencies. FMM&A opinion research and marketing services include: • Random-digit-dial (RDD) and listed sample public opinion telephone surveys in English and Spanish or other languages • Public opinion mail surveys in English, Spanish or other languages • In-depth executive interviews • Focus groups in English andlor Spanish • Product testing and consumer market research • Advertising testing using Audience Response System "Perception Analyzer" technology • Communications strategy consulting FMM&A plans and executes all phases of focus group and survey research projects from beginning to end. On an annual basis, the company conducts as many as one hundred focus groups and three hundred surveys. It designs the research instrument, specifies the sampling or recruitment plan, manages the data gathering process and analyzes and interprets the data. FMM&A is also adept in the use of perception analyzer technology, which bridges the gap between qualitative and quantitative opinion research. FMM&A has on-staff Spanish language capability that it applies to all research projects involving populations with significant Spanish speaking segments. FMM&A's primary business is to provide timely public opinion analysis to assist policymakers in making decisions. The firm's principals -John Fairbank, Paul Maslin and Richard Maullin -have decades of experience in opinion research, and our 22-person staff is multi-talented and works as a team to assure the completion of quality opinion analysis in a timely manner. In addition, FMM&A's data collection and sampling sub- contractors are closely supervised and pre-qualified by FMM&A to render immediate, high-quality service. FMM&A prides itself in delivering personal service to its clients, who are assured ongoing contact with the firm's principals and senior personnel. FMM&A has not defaulted in its performance on a contract in the past five years. More detailed information about FMM&A and its clients may be found on the firm's website, www.fmma.com. FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 9 - December 21, 2007 2. RELEVANT EXPERIENCE AND QUALIFICATIONS FMM&A's background and experience leave the firm well-prepared to conduct the citizen survey in the City of Tustin. Among the most relevant aspects of the firm's experience are the following: / Abroad background in conducting community satisfaction surveys for local governments. Over the past two decades, FMM&A has conducted numerous community satisfaction and strategic planning surveys for local governments across California. FMM&A has recently conducted (or is in the process of conducting) such surveys for the cities of Bellflower, Capitola, Carson, Concord, Coronado, Del Mar, El Monte, Grass Valley, Fairfield, Folsom, Hemet, La Habra, Livermore (Police Department), Moreno Valley, Oakland, Rancho Palos Verdes (Parks and Recreation Department), Redondo Beach, Rancho Cordova, San Jose, San Luis Obispo and Torrance. These surveys have explored the full range of resident concerns with local issues, as well as their satisfaction with the quality and efficiency of municipal services. In some cities, adult resident surveys have been complimented by surveys of business owners and operators to provide multiple perspectives on local issues and policies. / Significant experience in working with larger and mid-sized California cities. Larger and mid-sized California cities which provide a wide array of services to residents, require aspecifically-tailored approach for the development of survey questionnaires and in the design of subsequent data analysis. In addition, over the last six years, FMM&A has completed several community satisfaction surveys for the Cities of Oakland and San Jose, which have been used to measure performance and the attainment of performance goals. We have also conducted several inquiries for strategic policy formation purposes in mid-sized cities such as Bellflower, San Luis Obispo and Torrance. / A wealth of data regarding the opinions, attitudes and behavior of residents and voters in communities throughout Orange County. FMM&A routinely conducts surveys and focus groups throughout Orange County on a wide range of issues for local governments, nonprofit organizations, private companies and candidates for public office. As a result, we have an extensive understanding of local attitudes and opinion and the library of data we have developed on attitudes toward public services in Orange County will be instructive in designing your research. Specifically, FMM&A has conducted public opinion research on behalf of the cities of Costa Mesa, Huntington Beach, Santa Ana, Buena Park, Anaheim, La Habra, Newport Beach, Orange, Garden Grove, Yorba Linda as well as the South Coast Air Quality Management District and Orange County Transportation Authority. Our firm has also conducted surveys for a number of Orange County school districts, including Coast Community College District, Rancho Santiago Community College District, Saddleback Valley Unified School District, Huntington Beach Union High School District, Santa Ana Unified School District and FMM&A is working with the Westminster School FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 10 - December 21, 2007 District to assess support for a potential bond measure to fund education and safety improvements. Additionally, FMM&A is currently conducting survey research in the City of Irvine to assess attitudes toward development issues related to the conversion of the former El Toro military base into a Great Park and new residential neighborhoods. Our firm is also conducting research on the behalf of the City of San Juan Capistrano to examine attitudes towards open space in and around the City and determine the feasibility of a measure to fund protection and preservation of natural areas. This research includes understanding what residents' greatest concerns are regarding open space, natural areas and other environmental issues as well as exploring what residents think are the best options for protecting and preserving these features. In 2005, FMM&A conducted a focus group to test advertising and informational materials created to promote participation in the San Juan Capistrano Plastic Bag Recycling Program. The intent of the findings was to create a media template that could be used by other cities to introduce such programs and encourage participation. / Consultant to the League of California Cities. In addition to the project- specific experience cited above, FMM&A is a consultant to the League of California Cities on the application of public opinion research to testing the feasibility of gaining voter approval for municipal finance measures. FMM&A has also served as the League's lead public opinion research firm for a number of years, and has helped in the effort to pass Proposition lA, the statewide Local Taxpayer Protection Act in 2004, which safeguards local tax dollars for cities and counties. FMM&A's research services also helped the League and a coalition of local governments defeat Proposition 90 in the November 2006 election and we are currently working with the League in preparation fora "Son of Prop 90" measure expected to be placed on an upcoming ballot. / Staff members with strong backgrounds and varied experience in public policy and government. All key FMM&A staff members assigned to this project have advanced degrees in public policy and/or extensive experience working in state or local government. As a result, FMM&A has a ready understanding of the challenges and tradeoffs that confront local government planners in a time of reduced revenues and increasing demand for services. FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page I1- December 21, 2007 3. PROJECT TIMELINE FMM&A is ready to begin work on the City of Tustin Citizen Survey at the City's request. FMM&A can complete and report the survey results within a seven to eight week timeframe. A summary of the project milestones follows below based on a January 22, 2008 start date and project completion by March 8, 2008. FMM&A can shorten or lengthen the timetable at the City's request. January 22-27 • Authorization to proceed; kick-off meeting • Review and finalize scope of work • Finalize sample specifications and acquire the survey sample for the survey • Develop questions for the survey January 28-29 • Circulate survey draft for comment January 30-February 6 • Finalize survey draft • Pre-test survey • Make translations February 7-12 • Conduct survey February 13-14 • Produce topline results • Produce survey cross-tabulation reports • Conduct advanced statistical analyses February I5-25 • Prepare preliminary reports of findings and recommendations • Present draft report for review by City of Tustin staff February 26-March 8 • Receive City comments • Produce final reports • Present survey findings and recommendations FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 12 - December 21, 2007 4. PROJECT BUDGET The table below presents the costs associated with a Random Digit Dial (RDD) Citizen's Survey for the City of Tustin. FMM&A has presented costs associated with for a survey of 15- and 20-minutes of 400 City of Tustin residents. These cost estimates includes final sample preparation, drafting of the survey questionnaire, interviewing, translating and administering the survey in Spanish, data tabulation, cross-tabulation and other statistical analysis and the reporting of the results. Direct incidental expenses such as extra reproduction of reports and travel are not included but would be billed at cost if incurred. Costs fora 15- and 20-Minute City of Tustin Citizen Survey with 400 Residents Length of Survey Cost 15 Minutes $23,500 20 Minutes $28,250 FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 13 - December 21, 2007 The following section summarizes the key aspects of FMM&A's recommended methodology for conducting a citizen survey in the City of Tustin. Questionnaire Design: In designing the survey questionnaire, FMM&A will draw on its knowledge of public opinion survey methodology, as well as its protocols from past experience in conducting community satisfaction surveys in California cities and counties. The key in FMM&A survey design is to ascertain the degree of importance the public assigns to services and issues related to them, and to identify the extent to which satisfaction is correlated with importance. FMM&A will also rely on the input it receives from City of Tustin staff in developing the questionnaire. The process will begin with an initial, in-person kickoff meeting between FMM&A and City of Tustin staff involved in this research project. The meeting will provide a comprehensive discussion about the issues the City wishes to incorporate and explore in the survey. After the initial meeting, FMM&A will draft the questionnaire and present this first draft to City staff for review and comment. After collecting comments and suggestions from the client, FMM&A will revise and refine the survey questionnaire. We foresee proceeding through several survey iterations, incorporating or responding to comments from the City to arrive at a final questionnaire that obtains the information desired by the City. Before commencing interviewing, FMM&A will secure the approval of the appropriate City of Tustin representative on the final version of the questionnaire. If the City chooses a 15 minute survey, the instrument will include approximately 40 to 60 items. However, given the number of City issues, features and services the City is interested in investigating, FMM&A suggests that the City consider a more comprehensive 20-minute survey. Regardless of the length of the survey, the instrument will gather relevant demographic information, as requested by the City, to enable substantive responses to be analyzed by these pertinent population characteristics. Sample Methodology and Sample Size: FMM&A will conduct aRandom-Digit-Dial (RDD) survey by telephone of adults, 18 years of age or older, who reside in the City of Tustin. RDD sampling generates a random calling list of listed and unlisted residential telephone numbers in the geographic area of the survey. Screening questions make it possible to sort respondents into different categories -such as registered voters and zip code location -when the survey is analyzed. FMM&A proposes surveying a total of 400 Tustin residents. A sample size of 400 will provide a margin of error of plus or minus 4.9 percent at the 95 percent confidence level. Additionally, a sample of 400 residents will provide a sufficient number of interviews to examine important demographic differences -such as ethnic, income, and neighborhood groups -and provide meaningful analysis of results. The table below illustrates how increasing the sample size reduces the margin of error. FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 14 - December 21, 2007 Sample Size Margin of Sampling Error for all Res ondents Margin of Sampling Error for Female Res ondents 300 +/- 5.6% +/-8.0% 400 +/- 4.9% +/- 6.9% 500 +/- 4.4% +/-6.2% 600 +/- 4.0% +/- 5.7% Translation: According to the U.S. Census, nearly 34 percent of Tustin residents are Latino. Based on past experience conducting research in communities with similar populations, FMM&A recommends providing a Spanish language version of the survey for those residents more comfortable responding in Spanish. FMM&A will provide a Spanish language translation of the survey questionnaire. Kandi Reyes of Reyes & Associates will translate the questionnaire under the supervision of FMM&A President Dr. Maullin, who is also fluent in Spanish. Ms. Reyes is a native Spanish speaker with substantial experience in translating city satisfaction survey instruments for FMM&A. Pre-Testing: Once approved for fielding, the questionnaire will be pre-tested with a sufficient number of respondents to assure ease of administration and flow. Such testing will also verify the length of the questionnaire and the survey questions' clarity and comprehensibility. The results of the pre-test will be reviewed with the City staff in order to determine if any adjustments need to be made before interviewing proceeds. Interviewing: This survey will be conducted by telephone from McGuire Research Services (MRS) Inc.'s interviewing facility located in Las Vegas, Nevada. MRS, Inc. has well-established procedures to supervise the interviewing process and to verify that interviews were conducted according to specifications. Among these procedures are the monitoring of actual interviews by on-site supervisors, identification of each interview by interviewer, and the use of a regularly employed staff of professional, full time interviewers. There is an established protocol for callbacks of busy or "not-at-home" numbers designed specifically to maintain the randomness of interviewee selection. FMM&A retains all interviews as part of its data processing procedures described below. FMM&A proposes to review its procedures with City staff to ensure client satisfaction with all technical aspects of the sample selection and interviewing process. Data Analysis: Response data will be analyzed by FMM&A's Data Processing and Analysis Department using Survey System and SAS software, both well-documented and widely-used data analysis software packages. As needed, FMM&A may augment Survey System and SAS with its own custom-designed statistical analysis program to report the tabulation and cross-tabulation of data. The Data Processing and Analysis Department staff employs a data checking and editing system to eliminate errors and document the handling of data received from the interviewers. FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 15 - December 21, 2007 The morning after interviewing has been completed, FMM&A will provide the City of Tustin with "topline" survey results. These results will present the overall percentage of respondents that chose each answer to each of the survey's questions. Within 36 to 48 hours from completion of the last interview, FMM&A will provide the City with a comprehensive set of cross-tabulated results. The cross-tabulated results will include a table for each question or demographic variable in the survey, with a series of up to 200 columns indicating how various subgroups of Tustin residents responded to that question. The cross-tabulated results will make it possible to detect differences in responses to each survey question among subsets of the population: for example, it will be possible to compare men and women; residents under age 50 and age 50 and over; households with and without people under the age of 18; voters and non-voters; homeowners and renters; different income groups; long-time Tustin residents and more recent arrivals; ethnicity; differences between residents living in the various zip codes of Tustin and many more subgroups of the City's residents. Finally, FMM&A can convert the raw electronic data to ASCII format or virtually any other commonly used format, so that the actual responses to the survey can be transmitted electronically to the City at the conclusion of the study and be available for manipulation and analysis by the City staff. All data entry and tabulation is performed on IBM- compatibles. Reports and Presentations: Results of the survey will be presented both in-person and in writing. The written report will also present key data in tabular and graphic form. After a draft report has been reviewed and commented upon by the City staff, FMM&A will incorporate necessary edits and submit the final report. Finally, FMM&A will make detailed PowerPoint presentations of the survey results to the City of Tustin staff and other City officials, as needed. We believe that the depth and quality of our analysis and interpretation of survey results set our firm apart from our competitors. Among the key features of FMM&A's reporting are the following: / An executive summary presenting the key findings of the research, including conclusions and recommendations (if requested); / Detailed analysis and presentation of survey results including an analysis of statistically significant relationships and differences between demographic, geographic, attitudinal and behavioral subgroups within the Tustin population and responses to key questions of evaluation of services, quality of life, and future direction of the City. After FMM&A's report and presentation have been completed, FMM&A will remain available to answer follow-up questions from City staff. FMM&A views the responses to the survey as an on-going data resource. If the need arises, FMM&A can do further analysis to provide answers to follow-up questions that may be posed by City staff. FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 16 - December 21, 2007 Deliverables: In summary, upon conclusion of the survey project, the City of Tustin will have received from FMM&A all of the documents listed below. All documents can be provided in hard-copy and electronic formats. / Final survey questionnaire (in English and Spanish) / Topline survey results (the survey questionnaire with response percentages for each response code) / Cross-tabulated results (responses to all survey questions segmented by demographic, geographic, attitudinal and behavioral subgroups of County voters) / Comprehensive written report (a written summary and analysis of the survey's results -including tables and graphs -with conclusions and recommendations) / In-person PowerPoint presentation of key findings (color slides highlighting important findings and conclusions) / Raw data from the survey in electronic form (delivered in a file format chosen by the City) FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 17 - December 2l, 2007 F. Ri:r~~.~z~,;~c~cs FMM&A's record of delivering useful and accurate research results in a timely manner may be verified by contacting any of the clients listed as references below: 1) City of Torrance Resident and Business Surveys. Currently, FMM&A is conducting a survey of residents in the City of Torrance in English and Spanish. In addition, FMM~A is in the process of completing a Business Survey for the City to assess different perspectives on the direction of the City and the satisfaction of services provided. Reference: Linda Cessna, Deputy Community Development Director City of Torrance 3031 Torrance Blvd. Torrance, CA 90503 (310) 618-5930 LcessnaCa~torrent.com 2) City of Moreno Valley Community Satisfaction Survey. In 2007, FMM&A conducted a survey of Moreno Valley residents to determine the importance they place and satisfaction they have with services provided by the City. Reference: Angela Rushen, Assistant to City Manager City of Moreno Valley Frederick Street P.O. Box 88005 Moreno Valley, CA 92552 (951) 413-3053 angelarC moval.org 3) City of Bellflower Community and Business Surveys. In 2001, FMMBrA conducted a survey of residents of the City of Bellflower in English and Spanish to assess satisfaction with municipal services and their concerns about a variety of issues facing the City. In 2002 and 2005, FMM&A completed surveys of local business owners to assess their satisfaction with Bellflower's city services. FMMBrA has also completed two additional surveys for the City: afollow-up general survey of community members and a more specific survey on cable television service. Most recent contract 2007. Reference: Michael Egan, City Administrator City of Bellflower 16600 Civic Center Drive Bellflower, CA 90706 (562) 804-1424 x2210 FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 18 - December 21, 2007 Kevin Chun (former Assistant to the City of Bellflower Administrator) Director of Administrative Services, City of City of La Canada Flintridge 1327 Foothill Blvd. La Canada Flintridge, CA 91011 (818) 790-8880 x 103 kchunC lcf.ca.gov 4) City of Del Mar Community services Survey. In 2006, FMM&A conducted a survey of community satisfaction with local services and an assessment of support for certain property acquisitions by the City. Reference: Lauraine Brekke-Esparza, City Manager Joe Hoefgen, Assistant City Manager City of Del Mar 1050 Camino del Mar Del Mar, CA 920014 (858) 755-9313 5) City of Folsom Community Satisfaction Survey - In 2006 FMM~rA conducted a community satisfaction survey in Folsom to better understand residents perceptions and opinions on a variety of local issues including crime, traffic, and development. The survey also sought to assess the level of importance residents place on certain services provided by the City and their overall satisfaction with that service. Reference: Sue Ryan, Public Information Officer Folsom City Hall 50 Natoma Street Folsom, CA 95630 916-355-7200 sryan @ folsom.ca.us 6) City of Grass Valley Community Satisfaction 5urevey - In 2006 FMM~A conducted a community satisfaction survey to assess residents' satisfaction with City services and gauge opinions on pressing issues including traffic and development. Reference: Gene Haroldsen, City Administrator City of Grass Valley 125 E. Main Street Grass Valley, CA 95945 530-274-4312 geneC~cityof~rassvalle, FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 19 - December 21, 2007 7) City of San Jose -Community Satisfaction Surveys. Conducted telephone surveys in English, Spanish and Vietnamese to gauge citizen attitudes toward a wide variety of City services and conditions in the community. Conducted two mail-out surveys of approximately 9,000 City employees. Most recent contract was 2007, this year FMM&A has conducted an employee survey, citizen satisfaction survey, and a survey to help the City determine budget priorities for planning purposes. Also conducted employee and/or community satisfaction surveys for this client in 2000, 2001, 2002, 2003, and 2005. Reference: Brooke A. Myhre City of San Jose 200 E. Santa Clara Street San Jose, CA 95113 (408) 975-1401 brook.myhre~a sanjoseca.gov 8) City of Oakland -Community Satisfaction Surveys. Conducted telephone surveys in English, Spanish and Mandarin to ascertain community assessments of a key City services and conditions in the community in, 2002 and 2005. Also conducted surveys in 2000 and 2002. Reference: Anne Campbell, Assistant to the City Manager City of Oakland 1 Frank H. Ogawa Plaza Oakland, CA 94612 (510) 238-7570 aampbell @ oaklandnet.com 9) City of Coronado Tunnel & Citizen Satisfaction Survey - In 2003, FMM&A conducted a citizen satisfaction survey which also focused on transportation related issues in the community, including assessing support for a variety of proposals to improve traffic. Reference: Mark Ochenduszko, City Manager 1825 Strand Way Coronado, CA 92118 (619) 522-7335 mochenduszkoC coronado.ca.us FMM&A -City of Tustin Citizen Survey-Proposal to Conduct Research -Page 20 - December 21, 2007 IO) City of Capitols Satisfaction Survey - In 2003 FMM&A conducted a citizen satisfaction survey for the City of Capitols to assess what residents considered the most pressing issues in the community, their level of satisfaction with services provided by the city, and support for various city proposals or programs to improve services. Reference: Richard Hill, City Manager City of Capitols 420 Capitols Ave. Capitols, CA 95010 831-475-7300 rhill C~ ci.capitola.ca.us FMM&A PROPOSAL PAGE 21 The undersigned hereby submits its proposal and, by doing so, agrees to furnish services to the City in accordance with the Request for Proposal (RFP~, dated November 2007, and to be bound by the terms and conditions of the RFP. This firm has carefully reviewed its proposal and understands and agrees that the City is not responsible for any errors or omissions on the part of the proposer and that the proposer is responsible for them.. It is understood and agreed that the City reserves the right to accept or reject any or all proposals and to waive any informality or irregularity in any proposal received by the City. The proposal includes all of the commentary, figures and data required by the Request for Proposal, dated November 2007. This firm has carefully read and fully understands all of the items contained in Section 7, General Requirements. This firm agrees to all of the general requirements except for those disclosed by the firm in project proposal, listed on an attachment. C~~TIFI~AT6®~1 ®i' PIS®R®~A~ T®TH~ ~IT~ ®~ T~~TIN 1. 2. 3 4. 5. 6. The proposal shall be valid for 12®days from January 15, 2007. APPENDIX B Name of Firm: Fairbank, Maslin, Maullin & Associates av. ~L~tiP h~, ~ ~- Type Name: (Authorized Signature) Richard Maullin Title: President Date: r 7 CITY OF BEL~FLOWF.R 2007 men Surv~ Sum»~ary Report January 2007 320-296 ~ai~bank, Marlin, Maullin ~ Associates U~airTion Research & Public Policy Analysis Santa Monica, CA -Oakland, CA -Madison, WI -Mexico City TABLE OF CONTENTS INTRODUCTION AND METHODOLOGY ............................ 2 ............................................... .. SUMMARY OF FINDINGS ...................................... 5 ................................................................ .. PART 1: THE QUALITY OF LIFE AND MAJOR ISSUES IN BELLFLOWER .............. 17 1.1 QUALITY OF LIFE IN BELLFLOWER ....................................................................................... 17 1.2 ISSUE CONCERNS ................................................................................................................. 18 PART 2: PUBLIC ASSESSMENT OF CITY GOVERNMENT AND CITY SERVICES .. 29 2.1 OVERALL RATING OF THE QUALITY OF BELLFLOWER'S CITY SERVICES ............................. 29 2.2 RATINGS OF INDIVIDUAL SERVICES ...................................................................................... 31 2.3 RELATIONSHIP BETWEEN OVERALL IMPORTANCE AND SATISFACTION RATINGS ................ 35 2.4 SUGGESTIONS FOR IMPROVING CITY SERVICES .................................................................... 39 PART 3: CITIZEN CONTACT WITH THE CITY OF BELLFLOWER ............................ 41 3.1 CONTACT WITH CITY EMPLOYEES AND EVALUATIONS OF THEIR PERFORMANCE ............... 41 3.2 FAMILIARITY AND EVALUATION OF CITY-RELATED INFORMATION SOURCES ...................... 44 3.3 INTERNET USE AMONG BELLFLOWER RESIDENTS ................................................................ 48 PART 4: PUBLIC SAFETY IN BELLFLOWER .................................................................... 50 4.1 PERCEPTIONS OF PUBLIC SAFETY AND CRIME ...................................................................... 50 4.2 EVALUATION OF POLICE PERSONNEL ................................................................................... S4 PART 5: DEVELOPMENT IN BELLFLOWER .................................................................... 58 5.1 RATINGS OF COMMERCIAL AND RESIDENTIAL DEVELOPMENT ............................................ SS 5.2 FAMILIARITY AND OPINIONS OF MIXED-USE DEVELOPMENT .............................................. 59 5.3 STANDARDS FOR PHYSICAL APPEARANCE OF DEVELOPMENTS ............................................ 64 S.4 OPINION OF RETAIL STORES CONSIDERED FOR BELLFLOWER .............................................. 6S S.S USES FOR DEVELOPER FEES ................................................................................................ 66 PART 6: "THE LOOK" OF BELLFLOWER ......................................................................... 68 6.1 CLEANLINESS AND BEAUTIFICATION OF THE CITY .............................................................. 68 PART 7: PARKING IN BELLFLOWER ................................................................................. 69 7.1 AVAILABILITY OF PARKING ................................................................................................. 69 7.2 ACTIONS TO IMPROVE ON-STREET NEIGHBORHOOD PARKING ............................................ 71 APPENDIX A: THE MEAN IMPORTANCE AND SATISFACTION RATING COMPARISON OF CI TY SERVICES APPENDIX B: TOPLINE SURVEY RESULTS Report of Findings, City of Bellflower 2007 Citizen Survey 2 January 4 - 9, 2007 INTRODUCTION AND METHODOLOGY From January 4 through 9, 2007, Fairbank, Maslin, Maullin & Associates (FMMA) conducted a telephone-based survey of 500 randomly selected Bellflower residents over the age of eighteen. The survey was commissioned by the City of Bellflower to determine citizens' opinions and attitudes toward issues and services affecting residents. In addition, this survey was designed to measure any changes in residents' opinions from previous studies conducted in 2001, 2003, and 2005 and to determine whether new issues have arisen over this time period.l The survey repeated several baseline questions that were included in previous surveys of 500 Bellflower residents conducted in 2001, 2003, and 2005. Further, some new questions were added to the 2007 survey to explore citizen attitudes toward issues and City services that were not previously evaluated. The survey took an average of 25 minutes to complete in English and 27 minutes in Spanish. The sample was weighted slightly to conform to the demographic characteristics of the City's population. The margin of error for the survey sample as a whole is plus or minus 4.4 percent; for smaller subgroups of the sample, the margin of error is larger. For example, statistics reporting the opinions and attitudes of women, who make up 50 percent of the sample, have a margin of error of plus or minus 6.2 percent. Thus, for this and other population groupings of similar or even smaller size, interpretation of the survey's findings are more suggestive rather than definitive and should be treated with a certain caution. Below is an outline of the various sections of the report. Following the outline, a summary of the findings is presented. The remaining portion of this report, consisting of seven sections, discusses the survey's principal findings and examines changes in citizen opinions and attitudes over the last four years. FMMA prepared the questionnaire in consultation with the City of Bellflower staff. Report of Findings, City of Bellflower 2007 Citizen Survey 3 January 4 - 9, 2007 • Part 1 examines Bellflower residents' general attitudes toward the City, their perceptions of the quality of life in Bellflower, their evaluations of the most important issues facing the City, and how current views differ from those expressed in the previous Bellflower Citizen Surveys. • Part 2 describes residents' general evaluation of the services provided by Bellflower City government, as well as a detailed examination of residents' satisfaction with a variety of specific City services and how important they consider each service to be. It also looks at residents' suggestions for improving City services. Current findings are compared to previous years. • Part 3 describes the various means by which residents experienced contact with the City and the evaluation of the interaction. It determines the familiarity with City-related information sources and the satisfaction with those sources, including familiarity with The Bellflower Citizen and viewing of City Council meetings on cable TV and in-person. It also includes an analysis of residents' use of the Internet. • Part 4 focuses specifically on public safety and compares it to past years. It analyzes current and changing perceptions of public safety and crime in the City as a whole and the neighborhoods in which residents live. In addition, it examines residents' evaluations of the Los Angeles County Sheriff's personnel who service the City. • Part 5 discusses issues related to commercial and residential development in the City, including the evaluation of recent development, developer fees and satisfaction with "the look" of current development. For the first time this year, the survey assessed familiarity with mixed-use development and impressions of it. Also new to the survey, respondents were asked their opinion of applying stricter standards for the physical appearance of new commercial and multi-family residential developments and opinion of retailers that could locate in Bellflower. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 4 • Part 6 explores "the look" and beautification of the City of Bellflower. It deals with issues of cleanliness and general beautification. • Part 7 focuses on the availability of parking in Bellflower. This is a new area of exploration, asked for the first time this year. This section also looks at proposals to improve the availability of on-street parking in neighborhoods. Full topline results of the survey are included at the end of the report as an appendix. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 SUMMARY OF FINDINGS S The 2007 City of Bellflower community survey shows that residents remain generally satisfied with conditions in the City, with nearly eight in ten residents rating the quality of life in the City as either "good" or "excellent." However, like in previous years, there are a number of issues that concern residents, particularly crime and other public safety matters. • Nearly eight in ten residents (78 percent) believe Bellflower is a "good" (47 percent) or "excellent" (31 percent) place to live. This view is up from 73 percent in 2005. Furthermore, the proportion who believe Bellflower is an "excellent" place to live has nearly doubled from 17 percent in 2005. This continues the gradual upward trend since 2001 in ratings for the quality of life in Bellflower (Section 1.1). Issues • Crime remains at the forefront of residents' concerns. A number of findings throughout the survey continue to illustrate the salience and importance of crime as an issue in Bellflower. - One-third (33 percent) of respondents volunteered public safety-related issues, such as "crime," "gangs," "violence," "drugs," "unsafe traffic conditions," or "speeding," as the most serious problems facing the residents of Bellflower. Crime-related concerns were the most mentioned of any issue. This result is unchanged from previous years when crime also was at the forefront of residents' attention (Section 1.2). - Not only is the issue of crime salient, but 70 percent of residents called "gangs and juvenile violence" a serious problem when provided with a list of potential problems and asked to evaluate them. Just over six in ten (61 percent) residents also feel this way about "drug usage and abuse" and 57 percent gave this response about "graffiti and similar vandalism." These three issues ranked among the top four out of the 17 tested. Concern about "gangs and juvenile violence" has steadily increased, from 58 percent in 2001, 57 percent in 2003, and 63 percent in 2005 to 70 percent currently. Concern about "drug use and drug abuse" is also rising, approximately half of the Report of Findings, City of Bell, flower 2007 Citizen Survey January 4 - 9, 2007 6 respondents considered this a serious problem from 2001 to 2005, but today 61 percent view it as a serious problem. While just over four in ten called "graffiti and similar vandalism" serious in 2001 (42 percent) and 2003 (43 percent), concern rose in 2005 (56 percent) and today 57 percent regard vandalism as a serious problem. (Section 1.2) - When residents were asked "what is the most important thing the City can do to improve City services for the people who live and/or work in Bellflower," the highest proportion volunteered public safety improvements, including reducing crime, offering better police response, and adding more police. In all, 13 percent mentioned an improvement related to public safety. These results are consistent with prior research as public safety remains at the top of the list (Section 2.4). • The issue of affordable housing also continues to be a top concern with residents - although intensity of concern has fallen slightly. While just four percent volunteered housing costs as the most important issue they would like to see City government do something about, nearly two-thirds (64 percent) said it is a serious problem when asked directly about it. From 2001 to 2005, there was a steady increase in concern among residents about affordable housing. In 2001, 15 percent considered this issue "very" serious. In 2003, that number rose to 31 percent and grew further to 40 percent in 2005. However, in the current study, the proportion considering "a lack of affordable housing" a "very" serious concern has fallen to 32 percent. This may reflect the decline in real estate prices that has taken place since the 2005 survey was taken (Section 1.2). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 7 • Respondents express notable concern about issues related to revitalization. One in ten volunteered as the most important problem the need for revitalizing areas outside the downtown core, downtown, and in neighborhoods, as well as concern about blight and abandoned buildings and the condition and need for housing repairs (Section 1.2). • Other top concerns among residents are homelessness (54 percent serious), "increased development of rental housing," (53 percent) and "traffic and congestion on local streets and roads" (53 percent). Concern about traffic has increased slightly from 45 percent in 2005 (which was the first year opinion was assessed on this issue). (Section 1.2) City Government and Services • A majority of residents have a favorable opinion of the job the Bellflower City government is doing in "providing services to Bellflower's residents and businesses," with 61 percent giving the City an "excellent" (16 percent) or "good" (45 percent) rating. Just six percent give the City a poor rating, while 29 percent consider the City's performance to be "only fair." The current positive rating is slightly higher than in 2005 when 56 percent gave a positive rating. The proportion giving an "excellent" rating has nearly doubled from nine percent in 2005 (Section 2.1). • As in 2005, respondents were asked to rate the importance of individual services the City provides. Each of the 18 services received high importance ratings, with average ratings ranging from 7.3 to 9.1 - on a 10-point scale where "10" meant "very important" and "1" meant "not at all important." The services rated most important include "police protection in your neighborhood" (9.1), "providing after-school activities for young people" (8.9), and "pick-up of garbage, yard waste, and recyclables" (8.9). Receiving only slightly lower ratings are "sewer and storm drain maintenance" (8.7), "enforcement of health and safety codes for buildings" (8.5), "removal of graffiti" (8.5), "maintenance of local roads and sidewalks" (8.5), "management of city government finances" (8.5), "neighborhood clean-up programs" (8.4), "recreation opportunities and programs at city parks and recreation centers" (8.3), "maintenance of public parks" (8.3), "street lighting in your neighborhood" (8.2) and "programs to retain, expand, and attract business to Bellflower" (8.1). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 8 Rounding out the list are "special City events, such as the holiday tree lighting and Fourth of July fireworks" (7.9), "revitalization of Bellflower's Historical Commercial Center" (7.8), "regulation of street vendors and people selling things from their cars" (7.7), "landscaping on street medians and other public areas" (7.4), and "tree trimming" (7.3). (Section 2.2) • The strong overall rating for the job Bellflower is doing in providing services may be due to the general satisfaction that residents feel toward specific services the City provides. Nearly all of the 18 services tested received average ratings of 7.3 or greater - on a 10-point scale where "10" meant "very satisfied" and "1" meant "not at all satisfied." When considering responses from residents who offered a rating on a particular service, those services receiving the highest satisfaction ratings included "special City events, such as the holiday tree lighting and Fourth of July fireworks" (score of 8.4), "maintenance of public parks" (score of 8.2), "recreation opportunities and programs at City parks and recreation centers" (score of 8.2), "pick-up of garbage, yard waste, and recyclables" (score of 8.1), "police protection in your neighborhood" (score of 7.9) and "sewer and storm drain maintenance" (score of 7.9 -new to the top of the list). Maintaining the trend from past years, the lowest mean satisfaction ratings were given for "regulation of street vendors and people selling things from their cars" (6.8), "management of City government finances" (6.7), and "programs to retain, expand, and attract businesses to Bellflower" (score of 6.7). Despite these services receiving the lowest mean satisfaction scores, they still received overall scores which indicate that residents are more satisfied than not with these services (Section 2.2). Report of Findings, City of Bellflower 2007 Citizen Survey 9 January 4 - 9, 2007 • When comparing overall residents' importance and satisfaction ratings, "maintenance of local roads and sidewalks," "management of city government finances," and "neighborhood clean-up programs" all ranked above the overall mean rating of importance for all items. However, the mean rating for satisfaction for all items is below the mean satisfaction rating; suggesting residents expect "better" service in these areas than the City is currently delivering (Section 2.3). • "Special city events" and "tree trimming" exhibit lower ratings of importance than the mean importance rating of all City services, but higher ratings of satisfaction than the mean satisfaction rating of all City services (Section 2.3). These results suggest, as a group, that residents' expectations for these services are lower than their satisfaction with the respective services (Section 2.3). • "Removal of graffiti," "recreation opportunities and programs at city parks and recreation centers," "maintenance of public parks," "pick-up of garbage, yard waste, and recyclables," "police protection in your neighborhood," "enforcement of health and safety codes for buildings," "sewer and storm drain maintenance," and "providing after-school activities for young people" all receive both higher mean importance and satisfaction ratings compared to the mean ratings for all City services. These results indicate that residents find these services to be important in general and that they are pleased with the quality of service the City provides (Section 2.3). • Five remaining services receive group ratings that are both below the overall mean rating of importance and satisfaction for all services. "Street lighting in your neighborhood," "landscaping on street medians and other public areas," "regulation of street vendors and people selling things from their cars," "programs to retain, expand, and attract business to Bellflower," and "revitalization of Bellflower's Historical Commercial Center" receive the lowest group ratings on both the overall ratings of importance and satisfaction (Section 2.3). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 10 • Concern about government efficiency and City services may be on a continual decline, as illustrated by these issues being ranked lowest among the issues tested for their seriousness. Furthermore, when asked what is the most important thing the City can do to improve City services, no general comment was made about City management or services. This compares to a low eight percent mentioning general City service improvements or better management and efficiency in government in 2005 and a higher 13 percent in 2003 and 21 percent in 2001. However, there were mentions of specific services that could be improved (Section 2.4). Contacts with City Government • Similar to previous surveys, three in ten (30 percent) respondents reported that they have had direct contact with Bellflower City employees within the last two years. Just over eight in ten (84 percent) respondents who indicated that they had contact with City employees said that the contact was helpful - up slightly from previous years (Section 3.1). • Just over eight out of 10 (82 percent) residents have either seen or heard of The Bellflower Citizen, the City-published newsletter. This result is similar to the proportion familiar with the publication in 2005, but up from 70 percent in 2003. Nearly everyone who is familiar with the Bellflower Citizen considers it informative (Section 3.2). • Unlike the Bellflower Citizen, other information sources about the City of Bellflower are not as well-known. Sixty-eight percent are unfamiliar with "City Council meetings on cable TV." Two-thirds (66 percent) are also unfamiliar with "special community events shown on cable TV." (Section 3.2). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 11 Some of the lack of awareness of cable-related City information sources may be explained by the fact that only 60 percent of current Bellflower residents have cable TV in their home. However, the lack of cable TV is not the only reason, since a sizable percentage of cable subscribers also report not having seen the various cable TV-related information sources. For example, 63 percent of those with cable at home are not familiar with City Council meetings on cable TV (77 percent of those without cable are unfamiliar). Just over six in ten (62 percent) of those with cable at home are not familiar with special community events shown on cable TV (72 percent of those without cable are not familiar). • Seventy-seven percent of residents have access to the Internet. This is up from 70 percent in 2005 and 2003 and 61 percent in 2001. Of those who have access, four in 10 (40 percent) have visited the City of Bellflower website. This is nearly equal to the 38 percent who had visited the website in 2005 and up from 32 percent in 2003 and 21 percent in 2001 (Section 3.3). • Of those who have ever visited the website, 85 percent believe it was at least "somewhat" informative. In fact, nearly half (46 percent) found it "very" informative. Just seven percent said it was not informative (nine percent were uncertain). (Section 3.3) Public Safety • As mentioned earlier, public safety is at the forefront of residents' concerns, with the highest proportion volunteering issues related to public safety as the most important problem facing residents of Bellflower (33 percent). Furthermore, three of the top four issues tested (out of 17 tested in total) are "gangs and juvenile violence" (70 percent serious), "drug use and drug abuse" (61 percent serious), and "graffiti and similar vandalism" (57 percent serious). (Section 1.2) • Despite this high level of concern, a low 15 percent of respondents believe public safety in the City of Bellflower has gotten worse. Half (51 percent) believe it has remained the same, while three in ten (30 percent) believe it has improved. These numbers changed little between 2005 and 2003 when the question was first asked (Section 4.1). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 12 • Perception of crime in respondents' own neighborhoods matches that of public safety in the City at large. When asked specifically whether crime has increased, decreased, or stayed the same in their own neighborhood in the last five years, three in ten (29 percent) believe it has increased "a lot" (13 percent) or "a little" (16 percent). While 33 percent believe it has stayed the same over the last five years, 30 percent believe it has decreased "a little" (17 percent) or "a lot" (13 percent). The proportion believing crime has increased in their neighborhood has changed little since 2001 (Section 4.1). • Respondents to the 2007 survey volunteered that the most serious public safety problems in their neighborhood are "speeding/unsafe driving" (15 percent), "gangs/juvenile violence" (14 percent), "drugs/drug abuse" (10 percent), "robbery/muggings" (10 percent), "car theft" (nine percent), and" graffiti/vandalism" (eight percent). These were the top public safety concerns in 2005 as well. However, concern about "speeding and unsafe driving" has declined over the years, from 23 percent in 2001 to 15 percent currently (Section 4.1). • Despite strong concerns about local crime, residents have positive views of the Sheriff s Department that provides police services to Bellflower residents. Three-fourths or more of the residents believe a number of positive statements about the Sheriff's Department at least "somewhat applies" to them and at least four of 10 believe each statement "strongly" applies. More than half of Bellflower residents "strongly" believe the Sheriff's Department unit servicing Bellflower is "committed to helping citizens of Bellflower" (57 percent "strongly" applies). Approximately half (between 47 and 50 percent) "strongly" believe the Department "is well trained," "has proper equipment for the job," "is widely supported by the local community," "responds quickly to emergency calls," "treats people fairly regardless of race, ethnicity, gender or sexual orientation," and "is effective in curbing local crime." A slightly lower 45 percent believe that the term "well-managed" "strongly" applies to the Sheriff's Department and 43 percent feel similarly about the statement "show a high level of community involvement in Bellflower" (Section 4.2). • Less than two-thirds (64 percent) of African-American respondents are likely to believe the Sheriff s Department employees "treat people fairly regardless of race, ethnicity, gender, or sexual orientation," which is lower than whites (70 percent), Asian-Americans (82 percent), and Latinos (83 percent). In fact, 22 percent of African-Americans said this statement "does Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 13 not apply," compared to no more than ten percent of any other ethnic group. African- American respondents are also more likely to think the phrase "show a high level of community involvement in Bellflower" does not apply (25 percent) than white (11 percent), Latino (12 percent), or Asian-American (14 percent) residents. Latino men are more likely to feel this way than Latino women (19 percent to five percent). (Section 4.2) Development Issues • Almost half of Bellflower residents said that the appearance of both commercial (47 percent) and residential (45 percent) development has improved in the City over the last two years. The proportion who believe the look of commercial development has improved is down from 53 percent in 2005 and 54 percent in 2003 while the proportion who think it has gotten worse has increased to 11 percent from six percent in 2005 and five percent in 2003. When it comes to residential development, perceptions have diminished as well, with 14 percent believing the look of it has gotten worse, compared to six percent in 2005 and four percent in 2003. Therefore, the proportion believing the look of residential development has gotten worse has more than tripled since 2003 (Section 5.1). • For the first time this year, residents were asked their familiarity and opinion of mixed-use development. There is little familiarity with the term "mixed-use development" among residents, with nearly three out of four (73 percent) unfamiliar with the term. Just 27 percent are at least "somewhat familiar." In the 2006 Bellflower Business Survey, four in ten (41 percent) business owners were familiar with mixed-use development, while 59 percent were not (Section 5.2). • Given that most residents are not familiar with the term "mixed-use development," it is not surprising that 67 percent are unable to give an opinion about allowing further mixed-use development when asked about it. Support outweighs opposition among those giving an opinion by nearly 2-to-1 (22 percent to 12 percent). Business owners offer a larger margin of support, 32 percent to ten percent (in 2006). (Section 5.2) • After hearing more about mixed-use development, support increases to 58 percent, with nearly twice as many residents willing to support further mixed-use development than would Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 14 oppose it (28 percent opposed). These results are similar to that found in the business community, where 62 percent supported further mixed-use development after hearing the description of it and 22 percent opposed it (Section 5.2). • Three out of four residents (76 percent) support applying stricter standards for the physical appearance of new commercial and multi-family residential developments. In fact, nearly half (47 percent) "strongly" support these stricter standards. Just 15 percent oppose them, with nine percent uncertain (Section 5.3). • The survey clearly shows that residents consider it important for the City to make efforts to attract and retain business. And the survey clearly shows that residents have a favorable impression of Target (87 percent favorable), Home Depot (85 percent), and Costco (85 percent) -all of whom were explained as potential new stores in Bellflower. Impressions were also positive about Ikea (69 percent favorable) and Fry's (60 percent favorable) -with both of these stores unfamiliar to higher proportions. Few are familiar with La Curacao, with 74 percent unfamiliar with it. Among those familiar, views are nearly divided, 15 percent favorable and 10 percent unfavorable. La Curacao is more familiar in the Latino community, with 42 percent of Latino respondents familiar with it. However, just 28 percent have a favorable impression (Section 5.4). Report of Findings, City of Bellflower 2007 Citizen Survey 1 S January 4 - 9, 2007 • As in 2005, respondents were asked to rate the importance of a number of City-related uses for the revenue generated from an impact fee. The use considered important by the highest proportion of respondents is "replacing and maintaining City sewer lines." Much lower proportions reacted to other proposals including "acquiring land for parks and open space," "purchasing and constructing new City operated buildings," and "purchasing and displaying more public art." (Section 5.5) General Cleanliness and Beauty of Bellflower • Forty-four percent of residents said that the general cleanliness of the City has improved over the last two years. Moreover, 65 percent of Bellflower residents said the general beautification of the City has improved as well. These numbers are similar to those found since 2003 (Section 6.1). Parking in Bellflower • More than half (52 percent) of respondents believe the availability of on-street parking in their neighborhood is a "very" serious (28 percent) or "somewhat" serious (24 percent) problem. Forty-six percent consider this issue to be "not too serious" (17 percent) or "not at all serious" (29 percent). This result has changed insignificantly since 2003. However, concern was much lower in 2001, when 38 percent called this issue serious and 60 percent considered it not serious (Section 7.1). • For the first time this year, all respondents (except those who consider the availability of on- street parking to not be a serious problem at all or failed to give an opinion) were asked to evaluate three actions that the City of Bellflower could take to improve the availability of on- street parking. The highest proportion support "limiting the number of cars that any one resident can park on the street." Four in ten (40 percent) "strongly" support this proposal. Overall, it is supported by nearly two-thirds (65 percent). Just over half support "issuing parking permits to Bellflower residents only" (53 percent). This is "strongly" supported by one-third (33 percent) of respondents. Only a slightly lower 49 percent support Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 16 "limiting overnight parking to those individuals with parking permits" (30 percent strongly support it). However, a statistically equal 47 percent oppose this proposal (Section 7.1). • Six in ten (61 percent) respondents support "prohibiting the parking of motorized recreational vehicles on City streets overnight, with an exception for those that are being loaded or unloaded or by aCity-issued permit." However, a significant portion of support is soft. Just 38 percent "strongly" support this proposal, with 23 percent "somewhat" supporting it. One-third (32 percent) oppose this proposal, with 19 percent "strongly" in opposition (six percent are not sure). (Section 7.1) • As mentioned earlier, residents were asked how serious a problem they consider "the availability of parking in commercial and business areas." A low 37 percent consider this issue to be "very" (15 percent) or "somewhat" (22 percent) serious. Six in ten (61 percent) consider it "not too" serious (31 percent) or "not serious at all" (30 percent). The proportion finding the issue serious is similar to that found in the 2006 Bellflower Business Survey of business owners. At that time, 32 percent of business owners said "the availability of parking for your business" was a "very" (15 percent) or "somewhat" (17 percent) serious problem. Overall, the proportion considering the issue not serious is similar, with 67 percent of business owners and 61 percent of residents giving this response. However, far more business owners find this issue "not serious at all" (52 percent to 30 percent of residents). (Section 7.1) The remainder of this report presents the results in more detail. Report of Findings, City of Bellflower 2007 Citizen Survey j ~ January 4 - 9, 2007 PART 1: THE QUALITY OF LIFE AND MAJOR ISSUES IN BELLFLOWER 1.1 QUALITY OF LIFE IN BELLFLOWER Not only do Bellflower citizens continue to have a favorable opinion of the City as a place to live, but the proportion feeling this way has steadily increased. In the current study, nearly eight out of ten (78 percent) residents surveyed believe Bellflower is an "excellent" (31 percent) or "good" (47 percent) place to live. This compares to 73 percent both in 2005 and 2003 and 68 percent in 2001. Furthermore, the proportion calling Bellflower an "excellent" place to live has increased from 17 percent in 2005 to 31 percent currently. In fact, the proportion with this intensely positive view has more than doubled since 2001, when just 13 percent gave Bellflower an "excellent" rating in this regard. The proportion with a negative impression of Bellflower as a place to live has, subsequently, decreased. Just 22 percent rate Bellflower as a "poor" (six percent) or "just fair" (16 percent) place to live in the current study, compared to 27 percent in 2005 and 2003 and 32 percent in 2001 (see Figure 1). FIGURE 1: RESIDENTS' EVALUATION OF THE QUALITY OF LIFE IN BELLFLOWER, 2001-2007 ^ Excellent ^ Good ^ Just Fair ^ Poor rrc-n i 2007 2005 2003 2001 •(3-!'{~ 47% 16% 73% 27°/v 56% 25% 73% 27% 55% 23 68% 32% 55% 26% 0% 20% 40% 60% 80% 100% Report of Findings, City of Bellflower 2007 Citizen Survey 18 January 4 - 9, 2007 As in 2005, there is little variation across demographic groups in their positive impression of Bellflower as a place to live, with seventy percent or more of nearly every demographic group saying Bellflower is an "excellent" or "good" place to live. However, white respondents are slightly more negative in their assessment (30 percent "fair" or "poor") than non-white respondents (18 percent). Those ages 65 or older (29 percent "fair" or "poor") are also slightly more negative. 1.2 ISSUE CONCERNS Respondents were asked "what they think is the most serious issue facing the residents of Bellflower that they would like to see City government do something about." Little changed from 2005, one-third (33 percent) of respondents volunteered issues related to crime as their biggest concern, with 13 percent saying "crime" generally, 14 percent answering "gangs" or "violence," four percent mentioning "drugs" and two percent expressing the most concern about "speeding" or "unsafe traffic conditions." There is notable concern about issues related to the need for revitalization, with three percent saying their top concern is "blight/abandoned buildings," three percent mentioning "housing - repair and condition," and one percent each mentioning "revitalizing areas outside of the downtown core," "revitalizing downtown," and "revitalizing neighborhoods." Therefore, nearly one in ten mentioned an issue related to revitalization. Other issues at the forefront of residents' attention include: "education/public schools" (four percent), "housing costs/affordable housing" (four percent), "garbage pick-up" (four percent), and "homelessness" (three percent). In all, just nine percent volunteered an issue directly related to City services, including "garbage pick-up" (four percent), "parking/lack of parking" (two percent), "street maintenance" (one percent), "sidewalk repairs" (one percent), and "street lighting" (one percent). Table 1 presents current results for this question and compares them to those found in 2005, 2003 and 2001. As the table shows, the proportion naming issues related to crime as their biggest concern is little changed since 2001. The proportion naming an issue related to City Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 19 services has inched up over the years, from three percent in 2001, five percent in 2003, and seven percent in 2005 to nine percent currently.2 The proportion concerned about "revitalizing downtown," at one percent, is statistically equal to the proportion giving this response in 2005 and 2003, but lower than the seven percent who felt this way in 2001. Last, while nine percent mentioned needing more (or better) police in 2003, no one mentioned this issue in 2005 or 2007 specifically. TABLE 1: MOST SERIOUS ISSUES FACING RESIDENTS OF BELLFLOWER (Open-ended question) Serious Issue 2007 2005 2003 2001 Gan s/Violence 14% 11 % 9% 9% Crime 13% 12% 10% 12% Housin cost/Affordable housin 4% 6% 5% 3% Education/ ublic schools 4% 6% 3% 4% Dru s 4% 5% 6% 6% Garba e ick-u 4% 2% 1 % 0% Homelessness 3% 4% 3% 2% Bli ht/abandoned buildin s 3% 1% 1% 2% Housin - re air or condition 3% 3% 2% 1 Jobs/kee in businesses 2% 3% 5% 5% S eedin /unsafe traffic conditions 2% 2% 4% 2% Government waste/inefficienc 2% 1 % 0% 1 Parkin lack of arkin 2% 0% 2% 0% Revitalizin downtown 1 % 3% 2% 7% Public recreation/ arks/o ens aces 1 % 2% 2% 2% Street maintenance 1% 4% 3% 2% Revitalizin nei hborhoods 1 % 2% 1 % 2% Revitalizin areas outside the downtown core 1 % 1 % 0% 0% Sidewalk re airs 1 % 1 % 0% 1 Traffic con estion 1 % 1 % 2% 1 Street li htin 1 % 0% 1 % 0% Cable TV service 0% 1 % 0% 0% Public trans ortation/buses/rail 0% 1 % 1 % 1 Water su lies 0% 1 % 0% 1 2 Including street maintenance, street lighting, garbage pick-up, sidewalk repairs and recycling pick-up. 3 Includes "Bringing in business better" in 2003. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 20 TABLE 1: MOST SERIOUS ISSUES FACING RESIDENTS OF BELLFLOWER, CONTINUED (Open-ended question) Serious Issue 2007 2005 2003 2001 Rec clin ick-u 0% 0% 1 % 0% Sewer maintenance 0% 0% 0% 0% Taxes 0% 0% 2% 1 Lack of activities for outh/ ro ams for outh 0% 0% 3% 1% Need better/more olice/ more olice rotection 0% 0% 9% 1 Don't know/NA 12% 27% 19% 18% Unlike the previous question where residents were asked to volunteer responses (without being provided options), Bellflower residents were next presented with a list of issues facing the City and asked to rate how serious they consider each to be (see Figure 2). The open-ended question, where no response options were given, measures salience or "top of mind" concerns. This close- ended question illustrates issues that may not be top of mind, but are important when brought to residents' attention (referred to as "recall versus recognition"). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 21 FIGURE 2: HOW SERIOUS ARE EACH OF THE FOLLOWING PROBLEMS-2007 (Ranked by Yery Serious Problem) Drug usage and drug abust Gangs and juvenile violencE A lack of affordable housing Increased development of rental housing The number of homeless Graffiti and similar vandalism Traffic and congestion on local streets and roads The amount of taxes people have to pay for city services The amount of truck traffic on local streets and roads The quality of public schools Dirty streets and sidewalks A lack of park space in the city Inefficiency in City government The availability of parking in commercial and business areas Blight and abandoned buildings A lack of public transportation The quality of Bellflower's basic city services ^ Very Ser. D SW. Ser. D Not Too Ser. ^ Not at AO Se r. ~ DK/NA I 21% 13% 14% 33% 14% 32% 14% 9% 22% 21% ~ ~ 12% ~ 28% 30% S°% 33 % 22 33% 25% ' ' 24% 27% ; 12% ' 19% 30% ' 16% 30% : ' 17% 27% 29% 21% 33% ; ~ 19% 22% ` ~ 28% 22% 31% l 22% 26% 0°/ 17% 26% ~ 20% 21% 33% y ONo 20% 40% 60% 80% 100% Housing issues: While just four percent of residents volunteered "housing costs" or "affordable housing" as the most serious problem facing Bellflower in the open-ended question (where no response options were given), nearly two out of three (64 percent) called the issue of "a lack of affordable housing" a serious problem when asked directly about it. In fact, one-third (32 percent) called this a very serious problem -making it one of the strongest concerns of the issues tested. Report of Findings, City of Bellflower 2007 Citizen Survey 22 January 4 - 9, 2007 From 2001 to 2005 there was a steady increase among residents in their concern about affordable housing. In 2001, 15 percent considered "a lack of affordable housing" to be a "very" serious problem and 38 percent considered it at least "somewhat" serious. In 2003, the proportion calling it "very" serious rose to 31 percent, with 58 percent finding it at least "somewhat" serious. In 2005, 40 percent called it "very" serious, with two-thirds (65 percent) finding it serious overall. While the overall level of concern has not decreased (at 64 percent currently), intensity has fallen to proportions closer to 2003. This may reflect the decline in real estate costs during the time since the last survey was taken. As in 2005, the issue of affordable housing is stronger with newer residents than longer-term residents, with 80 percent of those living in Bellflower less than two years and 77 percent of those living in Bellflower three to four years calling "a lack of affordable housing" a "very" or "somewhat" serious problem. While the proportion giving this response is only slightly lower among those living in Bellflower five to 10 (64 percent) or 11 to 20 (73 percent) years, a much lower 49 percent of those living in Bellflower more than 21 years gave this response. The issue is also called serious by more renters (83 percent, and up from 73 percent in 2005) than homeowners (52 percent); families with school-age children (70 percent) than those without (58 percent); those under 65 years of age (67 percent) than those older (50 percent); and African- American (82 percent) and Latino (69 percent) respondents than white respondents (58 percent - although this is driven by less concern among white men at 45 percent than white women at 68 percent) and Asian (56 percent) residents. All these groups are more likely to be newer residents. Crime-related issues: Issues related to crime also topped the list of concerns, with "gangs and juvenile violence" mentioned by the highest proportion as a "very" or "somewhat" serious problem and "drug usage and abuse" and "graffiti and similar vandalism" occupying the third and fourth most mentioned concerns. Report of Findings, City of Bellflower 2007 Citizen Survey 23 January 4 - 9, 2007 Seven in ten consider "gangs and juvenile violence" to be a serious problem, with 37 percent calling it "very" serious. Sixty-one percent gave this response regarding "drug usage and drug abuse," with 40 percent calling it "very" serious. Fifty-seven percent called "graffiti and similar vandalism" serious, with 24 percent calling it "very" serious. The proportion of respondents calling "graffiti and similar vandalism" a serious problem increased from 42 percent in 2001 and 43 percent in 2003 to 56 percent in 2005 and 57 percent currently. Concern about "gangs and juvenile violence" increased slightly from 58 percent in 2001 and 57 percent in 2003 to 63 percent in 2005, but took a more dramatic jump to 70 percent currently. Last, "drug usage and drug abuse" was a serious problem to 51 percent in 2001 and a near equa149 percent in 2003. It rose slightly to 53 percent in 2001 and is up more significantly to 61 percent today. Intensity increased substantially as well, from 23 percent calling it a "very" serious concern in 2005 to 40 percent in the current study. In the current study, concern about gangs and juvenile violence is stronger with renters (76 percent serious) than homeowners (66 percent). It is a stronger concern with those without school-age children living at home (76 percent) than those with school-age children (64 percent). It also resonates more with the most affluent residents - as 75 percent of those in households making $60,000 or more a year consider this a serious problem, compared to 66 percent of those in households making less. Concern about drug use and abuse is equal among men and women overall. However women show more intensity of concern than men (46 percent "very" serious to 34 percent among men). Those without school-age children are more concerned (67 percent serious) than parents with children in school (55 percent). There is no other notable trend by demographic groups in this area. Report of Findings, City of Bellflower 2007 Citizen Survey 24 January 4 - 9, 2007 Unlike in 2005, there is no difference in level of concern about graffiti and vandalism among renters and homeowners. However, college graduates express more concern (66 percent serious) than non-college respondents (53 percent). This is particularly true of college-educated women (72 percent serious). The proportion calling this issue serious is also higher with white respondents (67 percent) than non-white respondents (52 percent). This issue generates more concern with the most affluent, with 75 percent of the small group of those earning $100,000 a year or more in household income calling this issue serious, compared to no more than 58 percent in any other income cohort. Latino women express more concern than Latino men (60 percent to 43 percent). Homelessness: One-quarter (26 percent) of residents said "the number of homeless" is a "very" serious problem. An additiona128 percent consider this issue "somewhat" serious, for a total of 54 percent -making this one of the top concerns as well. Response to this issue, overall, is little changed from 2005 -the first time it was asked. This issue registered more concern overall (and in intensity -those saying "very" serious) with long-term residents of Bellflower (65 percent of those living in Bellflower 11 years or more compared to 33 percent of the newest residents, 56 percent of those living in Bellflower three to four years, and 43 percent of those living in Bellflower five to ten years). It is also a stronger concern with those without school-age children living at home (60 percent) than those with school-age children (48 percent). Rental development: Just over half (53 percent) of respondents consider "increased development of rental housing" to be a serious problem. This finding changed little between 2001 and 2005, but is up slightly this year. Report of Findings, City of Bellflower 2007 Citizen Survey 25 January 4 - 9, 2007 This issue is serious to higher proportions of homeowners (56 percent) than renters (47 percent) and generates much more intensity among them (40 percent "very" serious to 18 percent). Related, it is a stronger concern among those living in a house (60 percent) than an apartment or condo (43 percent). This issue also generates more concern from those ages 30 to 39 (67 percent) and 40 to 49 (60 percent) than those older and younger. Concern also increases with rising affluence, from 42 percent of those earning less than $30,000 a year in household income to 59 percent of those earning more than $60,000 a year. Traffic congestion on local streets and roads: Rounding out the top concerns is "traffic congestion on local streets and roads." Just over half (53 percent) of respondents consider this to be a serious issue - up from 45 percent in 2005 (the first year it was asked). This issue is more concerning to homeowners (59 percent serious) than renters (44 percent); those with school-age children (62 percent) than those without (43 percent); college graduates (57 percent) more than non-college respondents (48 percent); those ages 30 to 39 (61 percent) and 40 to 49 (69 percent) than those older (47 percent) or younger (37 percent); and the more affluent (60 percent of those earning $60,000 a year in household income) than the less affluent (49 percent). Second tier concerns include taxes, parking in commercial and business areas, truck traffic on local streets and roads, blight and abandoned buildings, a lack of park space, inefficiency in City government, and the quality of public schools. Less than two in ten called any of these issues "very" serious. Overall, they are serious to between 35 percent and 43 percent of respondents. Results for these issues include: • "Dirty streets and sidewalks" (45 percent serious): Respondents' seriousness rating of "dirty streets and sidewalks" has changed little from 41 percent in 2005 and 42 percent in 2003, but is up from 34 percent in 2001. Concern in this area rises with education, from 40 percent of those without a college degree to 68 percent of college graduates. This is particularly true of college-educated women (61 percent serious). Concern also rises with affluence, from 40 percent among those earning less than $30,000 a year in household income to 58 percent of those earning $60,000 a year or more. Concern is also stronger with those under 50 years of age (54 percent) than older (28 percent). • "The amount of taxes people have to pay for City services" (43 percent serious): There was no significant change in opinion about local taxes from previous years. This issue generates the most concern from those 40 to 49 years of age (64 percent serious). It is also a Report of Findings, City of Bell, flower 2007 Citizen Survey January 4 - 9, 2007 26 stronger concern with women ages 18 to 49 (55 percent), non-college women (52 percent), and non-white women (50 percent). • "The amount of truck traffic on local streets and roads" (38 percent serious): Concern is up from 31 percent in 2005 in this area (the question was not asked in prior years). Concern is much stronger with non-college educated respondents (43 percent serious) than college graduates (27 percent). It is also stronger with those over 30 years of age (approximately 45 percent) than those younger (18 percent). • "The availability of parking in commercial and business areas" (37 percent serious): While the sample size is small, concern is stronger with African-American respondents (57 percent) than white (42 percent), Latino (37 percent), or Asian-American (27 percent) respondents. There is also more concern in this area among those ages 50 or older (45 percent -driven by women ages 50 or older at 51 percent) than those younger (34 percent) and among the more affluent (50 percent of those earning $60,000 a year or more) than those less affluent (30 percent). "The availability of parking for your business" was asked of business owners in the business survey of 2006. At that time, similar proportions considered the issue a problem as do residents today, with 32 percent calling it serious and 67 percent considering it not too serious or not serious at all. • "The quality of public schools" (35 percent serious): Concern about the quality of public schools has dropped considerably from 2005 when 43 percent called this a serious concern. This puts it closer to the levels from 2003 and 2001 (29 percent). Latino respondents show less concern (28 percent serious) than other non-white respondents (39 percent) and white respondents (40 percent). Those 40 to 49 show the greatest level of concern (57 percent serious) and more than those younger (30 percent) or older (28 percent). Concern is slightly higher among women than men (3 8 percent to 31 percent). Concern also rises with affluence, from 20 percent among those earning less than $30,000 a year in household income to 46 percent among those earning $60,000 a year or more. • "Blight and abandoned buildings" (37 percent serious): Concern about blight and abandoned buildings has increased from 27 percent to 37 percent since 2005, putting it at the highest level of concern since 2001. This issue generates more reaction from residents who have lived in Bellflower 21 years or more (51 percent serious), those living in a house rather than an apartment or condo (46 percent), white residents (44 percent), and those earning $100,000 a year or more in household income (51 percent). • "A lack of park space in the city" (37 percent serious): There has been little change in concern about this issue since 2001. This issue generated more concern from residents of two years or less (61 percent) than those living in Bellflower three to four years (42 percent) or more (34 percent). It is a stronger concern to renters than homeowners (45 percent to 31 percent) -related to length of residency most likely. It is also a stronger concern to those without school-age children living at home than those with school-age children (43 percent to 31 percent). Although the sample size is small, nearly six in ten (58 percent) African- American residents called this serious, compared to 36 percent of white residents, 37 percent of Latino residents, and 17 percent of Asian residents). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 27 • "Inefficiency in City government" (35 percent serious): This represents a slight increase in concern since 2005, when 29 percent considered this issue serious. However, the current proportion is still slightly below that found in 2003 and 2001 (39 percent and 38 percent respectively). The proportion calling this a serious concern is far higher among those living in Bellflower 21 years or more (48 percent). It is also stronger with those living in a house (40 percent) rather than an apartment or condo (28 percent) -although there is no difference by homeowners and renters. College-graduates (57 percent), those earning $100,000 a year or more in household income (58 percent), and African-Americans (51 percent) react more to this issue as well. • "A lack of public transportation" (31 percent serious): This was asked for the first time this year. Concern about a lack of public transportation is higher among newer residents than long-term residents. While 57 percent of those living in Bellflower two years or less called this issue serious, just 18 percent of residents who have resided in the City for 21 year or more residents did so. African-American (47 percent) and Asian-American (48 percent) respondents consider this serious in higher numbers than Latino (28 percent) and white (26 percent) respondents. Those who took their interview in Spanish show some of the strongest levels of concern however (57 percent serious). Concern is also stronger with the less affluent (38 percent of the least affluent to 29 percent of the most affluent). • "The quality of Bellflower's basic city services" (30 percent serious): This issue elicits more reaction from renters (39 percent serious) than homeowners (23 percent); African- Americans (35 percent) and Asian-Americans (40 percent) than white (26 percent) or Latino (28 percent) respondents; and those under 50 (35 percent) than older (22 percent). A particularly high 48 percent of those who took the interview in Spanish gave this response. Table 2 shows the change in proportion calling each issue a serious problem in 2001, 2003, 2005, and 2007. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 TABLE 2: CHANGE IN PROPORTION CONSIDERING ISSUES SERIOUS PROBLEMS 2001-2007 Total considering each item "very serious " or "somewhat serious " 28 Change Change Issue 2007 2005 2003 2001 2005 to 2001 to 2007 2007 Gan sand 'uvenile violence 70% 63% 57% 58% +7% +12% A lack of affordable housin 64% 65% 58% 38% -1% +26% Dru usa a and dru abuse 61% 53% 49% 51% +8% +10% Graffiti and similar vandalism 57% 56% 43% 42% +1% +15% The number of homeless 54% 56% N/A N/A +2% N/A Increased development of rental 53% 47% 46% 46% +6% +7% housin Traffic and congestion on local streets 53% 45% N/A N/A +8% N/A and roads Di streets and sidewalks 45% 41 % 42% 34% +4% +11 The amount of taxes people have to f i i 43% 46% 42% 42% +1% +1% or c serv a ces A lack of arks ace in the ci 37% 34% 39% 31% +3% +6% The amount of truck traffic on local streets and roads 38% 31% N/A N/A +7% N/A Bli ht and abandoned buildin s 37% 27% 29% 33% +10% +4% The availability of parking in commercial and business areas 37% N/A N/A N/A N/A N/A Inefficient in Ci overnment 35% 29% 39% 38% +6% -3% The uali of ublic schools 35% 43% 29% 29% -8% +6% A lack of ublic trans ortation 31 % N/A N/A N/A N/A N/A The quality of Bellflower's basic city 30% 28% 25% 23% +2% +7% services Report of Findings, City of Bellflower 2007 Citizen Survey 29 January 4 - 9, 2007 PART 2: PUBLIC ASSESSMENT OF CITY GOVERNMENT AND CITY SERVICES Z.1 OVERALL RATING OF THE QUALITY OF BELLFLOWER'S CITY SERVICES As shown in Figure 3, a majority of Bellflower residents have a favorable opinion of the job Bellflower government does in "providing services to Bellflower's residents and businesses." Sixty-one percent (61 percent) give the City government an "excellent" (16 percent) or "good" (45 percent) rating in this regard. Three in ten (29 percent) residents believe the City is doing a "fair" job, and just six percent said it is doing a "poor" job. The current positive rating is slightly higher than in 2005 when 56 percent gave a positive rating. The proportion giving an "excellent" rating has nearly doubled from nine percent in 2005 (see Table 3). The proportion with a negative review has fallen six points since 2001. There is little variation in opinion between demographic groups on how they rate the City government's performance in providing services to Bellflower residents and businesses. Reviews are more negative with the least educated (51 percent negative among those with less than a high school education) than those more educated (33 percent of those with a high school degree or some college and 36 percent of college graduates). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 3: RATING OF BELLFLOWER CITY GOVERNMENT'S OVERALL PERFORMANCE 2007 Excellent Good Only fair Poor DK/NA 30 o% 2o°io ao°io so% so% 16% TOTAL 61% 45% 29% TOTAL 6% 35`%© 4% TABLE 3: CHANGE IN RATING OF BELLFLOWER CITY GOVERNMENT'S OVERALL PERFORMANCE 2001-2007 2007 2005 2003 2001 Change 2005 to 2007 Change 2001 to 2007 Excellent 16% 9% 9% 7% +7% +9% GOOd 45% 47% 46% 49% -2% -4% Total ositive 61% 56% 55% 56% +5% +5% Onl fair 29% 33% 35% 34% -5% -5% POOr 6% 5% 6% 7% -1 % -1 Total ne ative 35% 38% 41% 41% -6% -6% Don't know 4% 6% 3% 4% NC NC Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 2.2 RATINGS OF INDIVIDUAL SERVICES 31 Importance: Bellflower citizens were presented with a list of 18 specific services provided by City government and asked to rate the importance of each one on a 10-point scale. A "1" rating indicated that the service was not at all important and "10" indicated that it was very important. They were also instructed to say if they had no opinion or did not know enough about a service to give a rating. As Table 4 shows, many of the services tested in the survey are considered of high importance. In fact, among residents who expressed an opinion, no service tested received an average rating of less than 7.4 -suggesting that every service is considered at least moderately important. Bellflower citizens rated "police protection in your neighborhood" (score of 9.1); "providing after-school activities for young people" (score of 8.9); and "pick-up of garbage, yard waste, and recyclables" (8.9) as the most important. Receiving only slightly lower ratings are "sewer and storm drain maintenance" (8.7), "enforcement of health and safety codes for buildings" (8.5), "removal of graffiti" (8.5), "maintenance of local roads and sidewalks" (8.5), "management of city government finances" (8.5), "neighborhood clean-up programs" (8.4), "recreation opportunities and programs at city parks and recreation centers" (8.3), "maintenance of public parks" (8.3), "street lighting in your neighborhood" (8.2) and "programs to retain, expand, and attract business to Bellflower" (8.1). Rounding out the list are "special City events, such as the holiday tree lighting and Fourth of July fireworks" (7.9), "revitalization of Bellflower's Historical Commercial Center" (7.8), "regulation of street vendors and people selling things from their cars" (7.7), "landscaping on street medians and other public areas" (7.4), and "tree trimming" (7.3). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 32 For the most part, there was not a dramatic difference in ratings from 2005 to 2007 in terms of the importance of these items. "Police protection in your neighborhood" (from 8.6 to 9.1), "neighborhood clean-up programs" (from 7.9 to 8.4), and "regulation of street vendors and people selling things from their cars" (7.1 to 7.7) increased most in importance. TABLE 4: EVALUATION OF THE IMPORTANCE OF SPECIFIC BELLFLOWER CITY SERVICES IN 2005 AND 2007 (Mean Scores on a Ten-Point Scale Where 10 =Very Important and 1 = Not at All Important) Service Mean Score 2007 Mean Score 2005 Change 2005 to 2007 Police rotection in our nei hborhood 9.1 8.6 +.5 Providin after-school activities for oun eo le 8.9 8.7 +.2 Pick-u of arba e, and waste, and rec clables 8.9 8.3 * +.6 Sewer and storm drain maintenance 8.7 8.3 +.4 Enforcement of health and safe codes for buildin s 8.5 8.6 -.1 Removal of affiti 8.5 8.2 +.3 Mana ement of Ci overnment finances 8.5 8.2 +.3 Maintenance of local roads and sidewalks 8.5 NA NA Nei hborhood clean-u ro rams 8.4 7.9 +.5 Maintenance of ublic arks 8.3 8.1 +.2 Recreation opportunities and programs at City parks and recreation centers 8 3 8 1 + 2 Street li htin in our nei hborhood 8.2 7.8 +.4 Pro ams to retain, ex and, and attract businesses to Bellflower 8.1 8.2 -. l Special City events, such as the holiday tree lighting and Fourth of Jul fireworks 7 9 7 8 + 1 Revitalization of Bellflower's Historical Commercial Center 7.8 7.6 +.2 Regulation of street vendors and people selling things from their cars 7 7 7 1 + 6 Landsca in on street medians and other ublic areas 7.4 7.1 +.3 Tree Trimmin 7.3 7.3 0 *The question was re-worded in 2007. In 2005 said "garbage and yard waste pick-up" without "recyclables." Report of Findings, City of Bellflower 2007 Citizen Survey 33 January 4 - 9, 2007 Non-whites consider a number of issues to be of at least slightly greater importance than white residents (based on the average mean score). Women express slightly higher levels of importance in each area than men as well. Overall, there is little notable variation in mean scores among the demographic groups analyzed. In general, the items are ranked similarly regardless of variations in actual scores given. Satisfaction: In addition to determining each service's importance, residents were asked their level of satisfaction with each service. In general, the same services ranked at the top of the list this year as in previous years (see Table 5). When considering responses from residents who offered a rating on a particular service, those services receiving the highest satisfaction ratings included "special City events, such as the holiday tree lighting and Fourth of July fireworks" (score of 8.4), "maintenance of public parks" (score of 8.2), "recreation opportunities and programs at City parks and recreation centers" (score of 8.2), "pick-up of garbage, yard waste, and recyclables" (score of 8.1), "police protection in your neighborhood" (score of 7.9) and "sewer and storm drain maintenance" (score of 7.9 -new to the top of the list). Maintaining the trend from past years, the lowest mean satisfaction ratings were given for "regulation of street vendors and people selling things from their cars" (6.8), "management of City government finances" (6.7), and "programs to retain, expand, and attract businesses to Bellflower" (score of 6.7). Despite these services receiving the lowest mean satisfaction scores, they still received overall scores which indicate that residents are more satisfied than not with these services. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 TABLE 5: 34 EVALUATION OF THE SATISFACTION OF SPECIFIC BELLFLOWER CITY SERVICES FOR 2001-2007 (Mean Scores on a Ten-Point Scale Where 10 =Very Satisfied and 1 = Not at All Satisfied) Mean Mean Mean Mean Diff Diff Service Score Score Score Score 2007 2007 2007 2005 2003 2001 2005 2001 Special City events, such as the holiday tree lighting 8 4 8.1 8.3 - +.3 N/A and Fourth of Jul fireworks Maintenance of ublic arks 8.2 7.8 7.8 7.8 +.4 +0.4 Recreation opportunities and programs at City parks 8 2 7 8 7 8 7.6 +.4 +0.4 and recreation centers Pick-u of arba e, and waste, and rec clables 8.1 7.9 7.8 7.7 +.4 +0.4 Police rotection in our nei hborhood 7.9 7.6 7.4 7.5 +.3 +0.4 Sewer and storm drain maintenance 7.9 7.4 7.1 6.9 +.5 +1.0 Removal of raffiti 7.8 7.3 7.0 6.9 +.5 +0.9 Providin after-school activities for oun eo le 7.7 7.4 7.2 6.8 +.3 +0.9 Enforcement of health and safety codes for 7 7 7 2 6.8 6.66 +.5 +1.1 buildin s Street li htin in our nei hborhood 7.6 7.5 7.0 7.0 +.1 +0.6 Tree trimmin 7.6 7.4 7.1 6.9 +.2 +0.7 Revitalization of Bellflower's Historical 7.6 7.3 6.9 5.5 +.3 +2.1 Commercial Center Landscaping on street medians and other public 7 5 7.3 7.0 6.8 +.2 +0.7 areas Nei hborhood clean-u ro ams 7.3 7.0 6.5 6.3 +.3 +1.0 Regulation of street vendors and people selling 6 8 6 4 6.6 - +.4 N/A thin s from their cars . . Mana ement of Ci overnment finances 6.7 6.8 6.4 6.0 -.1 +0.7 Programs to retain, expand, and attract businesses to 6 7 6 8 6 0 5 0 -.l +1.7 Bellflower . . . . There are few notable differences in satisfaction ratings by subgroups. Women gave slightly higher satisfaction ratings on average than men, including higher ratings for removal of graffiti, after-school activities, revitalization of the Historical Community Center, maintenance of public parks, and recreation opportunities. a In previous years, this service was labeled as "Garbage and yard waste pick-up" 5 The 2001 Bellflower Citizen Survey labeled this service as "Removal of graffiti from public buildings." 6 The 2001 Bellflower Citizen Survey labeled this service as "Building and safety code enforcement." Report of Findings, City of Bellflower 2007 Citizen Survey 35 January 4 - 9, 2007 Scores continued to inch up in every category, leading to fairly significant gains when compared to past years. For example, mean scores have improved from 5.5 in 2001 to 7.6 in 2007 for "revitalization of Bellflower's Historical Commercial Center" - a 2.1-point gain. Residents rate the job the City is doing in providing "programs to retain, expand, and attract business to Bellflower" 1.7 points higher on average today (6.7) than they did in 2001 (5.0). The average score increased 1.1 points for "enforcement of health and safety codes for buildings" since 2001, from 6.6 to 7.7 currently. The average score rose nearly a point (+0.9) for "removal of graffiti" (6.9 to 7.8) and "providing after-school activities for young people" (6.8 to 7.7) as well. Overall, there has been at least a modest gain in every area since 2001. 2.3 RELATIONSHIP BETWEEN OVERALL IMPORTANCE AND SATISFACTION RATINGS As mentioned, the mean scores for satisfaction and importance of each item are generally strong, with each receiving scores well above the midpoint indicating a positive response. Figure 4 illustrates the cross-section for the mean scores of each item between importance and satisfaction. As it clearly shows, satisfaction and importance ratings are high in all areas, as indicated by every area being in the first quadrant which indicates high mean scores for both importance and satisfaction. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 10 9 8 CCU ^~ u 0 5.` '~ 5 .^., ~ 4 3 2 1 Figure 4: Mean Importance and Satisfaction Rating Comparisons of Services and Features, 2007 Based on Mean of S. S ~' C.E ~ ~H. I Q ~ .B P M O D O LOW HIGH 36 5.5 1 2 3 4 5 6 7 8 9 10 L~ortance Scale Figure 5 and its accompanying Figure 6 illustrate the means scores in another way - by looking at Bellflower residents' ranking of the mean (average) importance (8.26) and satisfaction ratings (7.69) for all services and features compared to the residents' rankings for individual services and features. As in most city satisfaction surveys, the overall rating for satisfaction is lower than the overall rating for importance (see Appendix A for a detailed explanation of each of the four quadrants presented in this section.) Quadrants 2 and 4 present the most striking differences between the overall residents' importance and satisfaction ratings per service. In the case of quadrant 2, high importance - lower satisfaction, the overall residents' rating of importance and satisfaction of the "maintenance of local roads and sidewalks" (B), "management of city government finances" (D), and "neighborhood clean-up programs" (M) standout as the most inconsistent, with these services receiving a higher relative rating of importance than satisfaction. However, the discrepancy is not large, with no more than 1.74 rating points separating any of the mean The assumption used in this analysis is that the means of the overall importance and satisfaction ratings for all services and features is the overall normative expectation of importance and satisfaction for the group. Report of Findings, City of Bellflower 2007 Citizen Survey 3 ~ January 4 - 9, 2007 importance and satisfaction scores for these items. The fact that these services are located in quadrant 2 suggests that residents perceive these services as being relatively more important, but less satisfying than the other services. In the case of quadrant 4, low importance -high satisfaction, two services - "special city events" (R) and "tree trimming" (K)- display a relationship in which the mean ratings of importance for each service is lower than the overall mean for all services and the mean satisfaction rating for each service is above the mean for all services. These results suggest, as a group, that residents' expectations for these services are lower than their satisfaction with the respective services. Quadrant 1, high importance and high satisfaction, demonstrates that eight services receive group ratings that are both above the overall mean rating of importance and satisfaction for all services. These include "removal of graffiti" (A), "recreation opportunities and programs at city parks and recreation centers" (E), "maintenance of public parks" (G), "pick-up of garbage, yard waste, and recyclables" (H), "police protection in your neighborhood" (I), "enforcement of health and safety codes for buildings" (J), "sewer and storm drain maintenance" (L), and "providing after-school activities for young people" (P). Finally, Quadrant 3, low importance and low satisfaction, indicates that the five remaining services receive group ratings that are both below the overall mean rating of importance and satisfaction for all services. "Street lighting in your neighborhood" (C), "landscaping on street medians and other public areas" (F), "regulation of street vendors and people selling things from their cars" (N), "programs to retain, expand, and attract business to Bellflower" (O), and "revitalization of Bellflower's Historical Commercial Center" (Q), receive the lowest group ratings on both the overall ratings of importance and satisfaction. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 e~ g V ~ 7.69 D O v w ~ ~ .~ ~+.+ Figure 5: Mean Importance and Satisfaction Rating Comparisons of Services and Features, 2007 Based on Average Mean Score for Satisfaction and Importance 38 C"~ R ham.. G '.~, E .H I~ A •L • J = I ~ C' B F M O N O~ . D LOW HIGH K.26 6.5 7.5 8S 9.5 Importance Scale Figure 6: Legend for Mean Importance and Satisfaction Rating Comparisons of Services and Features, 2007 Based on Average Mean Score for Satisfaction and Importance Quadrant 4 Quadrant 1 K. Tree trimming A. Removal of graffiti R. Special city events, such as holiday tree lighting E. Recreation opportunities and programs at city and fourth of July fireworks parks and recreation centers G. Maintenance of public parks H. Pick up garbage, yard waste and recyclables I. Police protection in your neighborhood J. Enforcement of health and safety codes for buildings L. Sewer and storm drain maintenance P. Providing after-school activities for young eo le Quadrant 3 Quadrant 2 C. Street lighting in your neighborhood B. Maintenance of local roads and sidewalks F. Landscaping on street medians and other public D. Management of city government and finances areas M. Neighborhood clean-up programs N. Regulation of street vendors and people selling things from their cars O. Programs to retain, expand, and attract businesses to Bellflower Q. Revitalization of Bellflower's Historical Commercial Center Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 2.4 SUGGESTIONS FOR IMPROVING CITY SERVICES 39 Bellflower residents were asked to express in their own words, "what is the most important thing the City can do to improve City services for the people who live and/or work in Bellflower?" Figure 7 represents all grouped suggestions mentioned in 2007 by at least three percent of the respondents. Crime/Public safety: Thirteen percent of respondents gave a response related to fighting crime, including six percent who said "reduce crime" and seven percent who said provide "better police response" or "add more police." This made crime/public safety responses the most mentioned issue area. This finding is the same compared to past years when public safety also emerged at the top of the list. However, the actual items mentioned differed. For example, no one mentioned gangs specifically (although concern about gangs is probably registered through general crime mentions), despite the strong concern about gangs expressed in an earlier question. In 2005, the most frequent response, by nine percent of the residents, was that "the City needs more policing to keep gangs off the streets." Another three percent mentioned reducing crime generally, five percent said "improve safety" and one percent said "give Bellflower their own police department" - for a total response of 18 percent volunteering crime/public-safety-related issues. In 2003, 17 percent said the City needed to hire more police officers or increase frequency of patrols, while an additional two percent specifically mentioned reducing gang activity and crime in general (for a total of 19 percent). In the 2001 survey, eight percent volunteered that the City needs increased police efficiency, more police, or a better response time, while two percent mentioned crime, gangs or drugs specifically (for a total of 10 percent). These findings suggest that concern about the number of police officers available to fight crime remains at the forefront of residents' attention. Report of Findings, City of Bellflower 2007 Citizen Survey 40 January 4 - 9, 2007 Beautification: Nine percent of respondents mentioned keeping Bellflower clean. This is up from the three percent who gave beautification-focused response in 2005 (with one percent each mentioning restoring and renovating buildings, repairing sidewalks, and beautification projects for parks). In 2003, seven percent mentioned this improvement -specifically planting trees, improving landscaping, and making the City look nicer, as well as repairing streets and sidewalks and adding more stop signs and lights. An even higher 11 percent mentioned City beautification, renovation, improved parks, and more streetlights in 2001. City services/efficiency in City government: This year, there was no general comment about City services or management.. This furthers the trend of declining mentions in this area. Eight percent mentioned improvements to City services or better management and efficiency in government generally in the 2005 survey. In 2003, 13 percent did so and 21 percent made some general comment about City services that they would like to see improved in 2001. Again, this finding may suggest that the City's efforts to either improve their services and/or communicate with residents about those improvements have been successful. While no one made a general comment about City performance, as in past years, there were mentions of specific services that could be improved, such as more parking (five percent), bringing in more business and creating jobs (five percent), offering more affordable housing (three percent), improving traffic and traffic lights (two percent), and keeping taxes from increasing (two percent). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 7: RESIDENT SUGGESTIONS FOR IMPROVING CITY SERVICES, 2007 (Includes Only Responses Over 2%; Some responses Grouped) (Open-Ended) Crime/police: Better police/response/add more police; reduce crime Keep the appearance clean Continue to get citizens input on services Have more parking Bring in more business Provide affordable house/lower rent Improve traffic and traffic lights More school programs Keep taxes from increasing Create more jobs Other Nothing Don't know 41 13% 9% 6% 5% 3% 3% 2% 2% 2% 2% 4% 20% 29% ono ~ o~ 2ovo 30% aox PART 3: CITIZEN CONTACT WITH THE CITY OF BELLFLOWER 3.1 CONTACT WITH CITY EMPLOYEES AND EVALUATIONS OF THEIR PERFORMANCE Three in ten (30 percent) residents said they had direct contact, either in person or by telephone, with the Bellflower City government within the last two years. This is statistically unchanged from previous years (see Figure 8). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 8: Contact with Bellflower City Employees 2001-2007 ^ Yes ^ No/DK/NA 2007 2005 2003 2001 42 Interestingly, those who believe crime has decreased in their neighborhood are more likely to have contacted Bellflower City government than those who believe it has increased (36 percent to 23 percent). This is opposite to what was seen in 2005, where those more concerned about crime were more likely to have contacted the City. Those who oppose further mixed-use development in Bellflower are more likely to have contacted the City in the last two years than those who support it (46 percent to 32 percent). The newest Bellflower residents (less than two years) are less likely to have contacted the City government (20 percent) than longer-term residents (35 percent among residents of 21 years or more). Homeowners are more likely to have had such contact than renters as well (36 percent to 21 percent). 0% 20% 40% 80% 80% 100% Report of Findings, City of Bellflower 2007 Citizen Survey 43 January 4 - 9, 2007 The proportion who have contacted the City rises with education, from 13 percent of those with less than a high school education to 49 percent ofpost-graduates. Latino residents are less likely to have contacted the City government in the last two years (21 percent) than African-American (30 percent), white (36 percent), or Asian-American (40 percent) residents. Those ages 50 or older are more likely to have contacted the City government than those younger as well (39 percent to 23 percent). Related to age, those who are retired are more likely to have contacted the City (40 percent) than those who are working (30 percent) or unemployed (19 percent). Likelihood to contact the City government increases with income as well. While just 12 percent of those earning less than $30,000 a year have done so, 52 percent of those earning $100,000 or more have contacted the City. Eighty-four percent of residents who said they had direct contact with City government described the contact as "helpful." In fact, 52 percent consider the service they received to be "very helpful" (see Figure 9). Just 13 percent found the service unhelpful. Overall, the proportion finding the service they received to be helpful is up slightly from previous years. Intensity ("very helpful") is little changed. In the current study, high proportions of all subgroups consider their contact helpful. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 9: PERCEPTION OF HELPFULNESS OF SERVICE AMONG THOSE WHO HAD DIRECT CONTACT WITH CITY GOVERNMENT, 2OO1-2007 44 ^ Very Helpful ^ S.W. Helpful ^ Total Not Helpful ~ DK/NA 2007 2005 2003 2001 32% 22% 1 22% ~ 33 % °% 0% 20% 40% 60% 80% 100°k 3.2 FAMILIARITY AND EVALUATION OF CITY-RELATED INFORMATION SOURCES As shown in Figure 10, 84 percent of residents are familiar with The Bel dower Citizen, the City-published newsletter (relatively unchanged from 81 percent in 2005, but up more significantly from 70 percent in 2003, the first time the question was asked). Three percent have seen it but know too little to give a rating, while 15 percent are not familiar with it at all. Among those who are familiar with The Bel dower Citizen, nearly all consider it informative (97 percent). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 10: AWARENESS AND RATING OF "THE BELLFLOWER CITIZEN," 2007 Not Seen/ Heard 16% Seen/ Heard 84% ^ Very 6brmrtive OS.W. U°i°form~ti~e ^ Totel U°i °formatt ~e 4S TOTA 1. INFORMATIVE: 97% `i'O'~'A L ~(%~ Not surprisingly, the proportion who are familiar with The Bel flower Citizen is lowest among the newest residents (55 percent among residents of less than three years) and highest with longest-term residents (91 percent among those living in Bellflower 21 or more years). Familiarity is also lower with those under the age of 30 (68 percent) than those older (80 percent to 91 percent among older age cohorts). Asian-American residents and white residents (88 percent each are familiar) are more familiar than Latino (77 percent familiar) and African- American (73 percent) residents. Men are less familiar (78 percent familiar) than women (86 percent). Familiarity is also lower among those earning $30,000 a year or less in household income (66 percent familiar) than those earning $30,000 to $60,000 (92 percent familiar) or more (88 percent familiar). College graduates (88 percent familiar) are slightly more familiar than non-college residents (79 percent) and renters are less familiar (75 percent familiar) than homeowners (88 percent). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 46 The proportion finding the Citizen "very informative" is much higher among women (60 percent) than men (45 percent), including non-white and white women. The proportion who consider the newsletter to be uninformative is low across the board (under five percent with nearly every group), suggesting that "to know the Citizen is to like it." Unlike The Bel flower Citizen, other information sources about the City of Bellflower are not as well-known. However, their familiarity has increased by ten points or more since 2003. Figure 11 displays two additional information sources sponsored by the City. • Sixty-two percent are unfamiliar with "City Council meetings on cable TV" (up from 55 percent in 2005) and six percent have heard of this information source but are too unfamiliar to give arating - for a total unfamiliarity of 67 percent (equal to 2005). In 2003, 67 percent were not familiar with this information source and six percent were not familiar enough to rate it - for a total of 73 percent. • Fifty-seven percent are unfamiliar with "special community events shown on cable TV" and an additional nine percent are too unfamiliar to rate these events (for a total of 66 percent). This is equal to the proportion familiar in 2005, when 57 percent were unfamiliar and seven percent were unable to give a rating (64 percent), but familiarity is higher than in 2003 when 69 percent were unfamiliar with these cable showings and five percent were unable to give a rating (74 percent). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 11: FAMILIARITY WITH CABLE INFORMATION SOURCES ABOUT BELLFLOWER CITY GOVERNMENTS 2003-2007 100% 80% 60% 40% 20% 0% ^ 2007 Not Seen/Can't Rate O 2005 Not Seen/Can't Rate ^ 2003 Not Seen/Can't Rate 47 81% ------- -740 ----------------- x----------- 73/0 - --- 66% 64% 68% 66% 62% NA -- -~ ~Yv~iai wuuuuuny evenw ~.ouncu meenngs Alacy-sponsored cable shown on cable TV on cable TV TV news show called All About Bellflower Some of the lack of awareness of cable-related City information sources may be explained by the fact that only 60 percent of current Bellflower residents have cable TV in their home. However, the lack of cable TV is not the only reason, since a sizable percentage of cable subscribers also report not having seen the various cable TV-related information sources. For example, 63 percent of those with cable at home are not familiar with City Council meetings on cable TV (77 percent of those without cable are unfamiliar). Just over six in ten (62 percent) of those with cable at home are not familiar with special community events shown on cable TV (72 percent of those without cable are not familiar). College graduates, older residents, and the more affluent are less familiar with these cable offerings than those less educated, younger, and less affluent.g ° The City no longer sponsors "All About Bellflower." Therefore the question was not asked in the 2007 survey Report of Findings, Ciry of Bellflower 2007 Citizen Survey January 4 - 9, 2007 3.3 INTERNET USE AMONG BELLFLOWER RESIDENTS 48 The proportion of residents who have a computer at home with an Internet connection has steadily risen over the last six years. In 2001, 53 percent had a home connection, in 2003, that number rose to 60 percent and, in 2005, 63 percent said they have a computer at home with an Internet connection. Currently, 70 percent have an Internet connection at home. In all, 77 percent currently have access to the Internet at work or home, up from the 70 percent giving this response in 2005 and 2003 and up from 61 percent in 2001. The proportion who do not have a computer decreased from 38 percent in 2001, 30 percent in 2003, 28 percent in 2005 to 23 percent currently (See Table 5). TABLE 5: INTERNET ACCESS 2001-2007 2007 2005 2003 2001 Change 2007 to 2005 Change 2001 to 2007 At home onl 40% 38% 33% 28% +2% +12% At work onl 7% 7% 10% 8% NC -1 At home or work 30% 25% 27% 25% +5% +5% Total access 77% 70% 70% 61% +7% +16% No, Don't have a com uter 23% 28% 30% 38% -5% -15% Don't know 0% 1 % 0% 0% -1 % NC In 2007, among those who have access to a personal computer with an Internet connection, 40 percent said they had visited the City of Bellflower website, which is unchanged from 2005 (38 percent), but an increase from 32 percent in 2003 and 21 percent in 2001 (see Figure 12). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 12: VISITED CITY OF BELLFLOWER WEBSITE, 2001-2007 ^ Yes ^ No ^ DK/NA 2007 2005 2003 2001 49 The proportion who have visited the website increases with years of residency (from 19 percent among those living in Bellflower less than two years to 44 percent of those living in Bellflower 21 years or more). It is also higher with homeowners than renters (43 percent to 35 percent) and the more affluent (45 percent of those earning $60,000 or more compared to 32 percent of those earning less). Of those who have ever visited the website, 85 percent believe it was at least "somewhat" informative. In fact, nearly half (46 percent) found it "very" informative. Just seven percent said it was not informative (eight percent were uncertain). 0% 20% 40% 60% 80% 100% Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 13: HOW INFORMATIVE WOULD YOU RATE THE BELLFLOWER WEBSITE? 2007 Very informative Somewhat informative Not too informative Not at all informative DK/NA o~io 20% 40% 60% 80% PART 4: PUBLIC SAFETY IN BELLFLOWER SO 4.1 PERCEPTIONS OF PUBLIC SAFETY AND CRIME Three in ten (30 percent) Bellflower residents believe that public safety in the City has improved in the last two years. About half (51 percent) think it has remained the same, while a low 15 percent regard the situation as worse. These numbers are similar to 2005 and 2003 when the 46% TOTAL INFORMATIVE 39% 85% 5% TOTAL NOT iNFOR1VIATIVF ~° 7 % 8% question was first asked (see Figure 14). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 14: EVALUATION OF PUBLIC SAFETY TRENDS IN BELLFLOWER, 2003-2007 SI ^ Improved ^ Same ^ Gotten Worse ^ DK/NA 2007 2005 2003 ~ 51 % °/ 48% 7% 51% ` ~ 5% o~io zo~io ao~io so°io so~io goo°io African-American (26 percent) and Asian-American (21 percent) residents are more likely to think public safety has gotten worse in the last two years than Latino (10 percent) or white (13 percent) residents. When asked specifically whether crime has increased, decreased, or stayed the same in their own neighborhood over the last five years, three in 10 (29 percent) residents said it has increased "a lot" (13 percent) or "a little" (16 percent). While 33 percent believe it has stayed the same over the last five years, 30 percent believe it has decreased "a little" (17 percent) or "a lot" (13 percent), and eight percent are uncertain. As shown in Table 6, the proportion believing that crime has increased is up insignificantly since 2001. At that time, 26 percent felt crime had gotten worse. This compares to 28 percent in 2003 and 29 percent in 2005. The proportion believing crime has decreased rose to 30 percent, up from 23 percent in 2005 and 2003, returning it to 2001 levels. Report of Findings, Ciry of Bellflower 2007 Citizen Survey January 4 - 9, 2007 TABLE G: PERCEPTION OF CRIME IN RESIDENTS' NEIGHBORHOODS IN LAST FIVE YEARS 2001-2007 52 2007 2005 2003 2001 Change 2005 to 2007 Change 2001 to 2007 Increased a lot 13% 13% 12% 11% NC +2% Increased a little 16% 16% 16% 15% NC NC Total increased 29% 29% 28% 26% NC +3% Sta ed the same 33% 36% 39% 32% -3% -3% Decreased a little 17% 15% 12% 19% +2% +2% Decreased a lot 13% 8% 11% 12% +5% +5% Total decreased 30% 23% 23% 31% +7% +7% DOri't know 8% 12% 11 % 10% -4% -4% Longer-term residents are more likely to believe that crime has increased in the last two years. While one-quarter of residents of ten years or less hold this view, 36 percent of 11 to 20 year residents and 33 percent of the longest residents do so. African-Americans are among the most likely to believe that crime in their neighborhood has increased, with 41 percent giving this response. An only slightly lower 36 percent of Asian- Americans feel this way. However, slightly lower numbers of Latino (24 percent) and white (29 percent) respondents do so. Respondents were asked to express in their own words what they view as the most serious public safety problem in their neighborhood. As exhibited in Table 7, "speeding and unsafe driving" (15 percent) and "gangs/juvenile violence" (14 percent) top the list, followed closely "drugs/drug abuse" (10 percent), "robbery/muggings" (10 percent), "car theft" (nine percent), and "graffiti/vandalism (eight percent). These same areas topped the list of public safety concerns in 2005 as well. Concern about speeding and unsafe driving has declined over the years, from 23 percent in 2001 to 15 percent currently. Concern about "robbery and muggings" is unchanged from 2005, but up from 2003 and 2001. Report of Findings, City of Bellflower 2007 Citizen Survey .Tanuary 4 - 9, 2007 TABLE 7: MOST SERIOUS NEIGHBORHOOD PUBLIC SAFETY PROBLEM, 2001-2007 (Open-Ended.• Includes Responses Over 2% for 2003) Issue 2007 2005 2003 2001 S eedin /unsafe drivin 15% 16% 18% 23% Gan s/Juvenile violence 14% 17% 12% 12% Dru s/dru abuse 10% 15% 12% 12% Robbe /mu ins 10% 12% 5% 7% Car theft 9% 8% 8% 5% Graffiti/vandalism 8% 7% 4% 5% Domestic violence 4% 2% 1 % 1 Shootin s/ un violence 2% 1 % 1 % 1 Don't know/no answer 9% 22% 23% 19% 53 Those who said crime increased in their neighborhoods were more likely to cite "gangs/juvenile violence" (21 percent) as their strongest public safety concern in their neighborhood compared to residents who believe crime decreased (11 percent) or stayed the same (12 percent) in their neighborhoods. This continues the trend seen in previous years. As in past years, those who think crime decreased show more concern about speeding and unsafe driving (21 percent) than those who believe crime stayed the same (10 percent) or increased (15 percent) and more concern about "graffiti/vandalism" as well (14 percent to five percent for those who think it has increased of stayed the same). These findings show that concern about gangs and juvenile violence may be fueling concern about public safety in general. The proportion calling "gangs/juvenile crime" the most serious public safety problem in their neighborhood rises with years of residency in Bellflower, from eight percent of those living in the City less than five years to 19 percent of those living in Bellflower more than 20 years. This same trend is apparent about "robbery/muggings," with just three percent of the newest residents (less than two years) giving this response compared to 14 percent of those living in Bellflower more than 20 years. Homeowners express more concern about "robbery/muggings" (13 percent to six percent among renters) and "graffiti/vandalism" (12 percent to three percent) than renters. Meanwhile, renters show more concern about "car theft" (13 percent) than owners (five percent). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 54 Asian-American respondents show more concern about "graffiti/vandalism" (23 percent) than other respondents (five to eight percent of other ethnic groups). While low proportions generally mention "homicide/murder," it is a stronger concern to African-Americans (seven percent) than any other ethnicity (one percent or less). Concern about "gangs/juvenile violence" increases with declining income, from seven percent of those earning $60,000 a year to 17 percent among those earning less than $30,0000. As shown also in Table 8 (see above), there has also been a trend of declining concern about speeding and unsafe driving and slightly increased concern about robbery and muggings. 4.2 EVALUATION OF POLICE PERSONNEL Respondents were provided a list of positive words and phrases describing the Los Angeles County Sheriff's Department, which is contracted to provide police services to the City of Bellflower. The highest proportion (57 percent) believes the phrase that most strongly applies to the Sheriff's Department is "committed to helping citizens of Bellflower." This was also the strongest attribute in previous years. Most other phrases are considered to strongly apply by half of the respondents -also similar to past years. These include: • Well-trained (50 percent) • Responds quickly to emergency calls (49 percent) • Treats people fairly regardless of race, ethnicity, gender or sexual orientation (49 percent) • Is widely supported by the local community (48 percent) • Has proper equipment for the job (48 percent) • Effective in curbing local crime (47 percent) A slightly lower 45 percent believe that the statement "well-managed" strongly applies and 43 percent believe the statement "show a high level of community involvement in Bellflower" strongly applies. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 SS Between seven percent and 16 percent of respondents were unable to offer an opinion to each phrase provided them about the Sheriff's Department. Figure 15 demonstrates the results from 2007 and Table 8 compares them to previous years. FIGURE 1S: PERCEPTION OF SHERIFF'S DEPARTMENT EMPLOYEES WORKING IN BELLFLOWER, 2007 ^ Strongly Applies ^ S.W. Applies Committed to helping citizens of Bellflower Well-trained Responds quickly to emergency calls Treat people fairly regardless of race, ethnicity, gender or sexual orientation Is widely supported by the local community Have proper equipment for the job Effective in curbing local crime Well-managed Show a high level of community involvement in Bellflower 0% 20% 40% 80% 80% 100% Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 56 TABLE 8: PERCEPTION OF SHERIFF'S DEPARTMENT EMPLOYEES WORKING IN BELLFLOWER 2001-2007 Statement Year Strongly Applies S.W. Applies Total Applies Does A ° 1 pp y Don't Know Change in Agreement 2005 to 2007 2007 57% 30% 87% 6% 7% Committed to helping 2005 58% 30% 88% 5% 7% 1% citizens of Bellflower 2003 54% 31% 85% 7% 8% _ 2001 54% 31% 85% 8% 8% 2007 50% 30% 80% 5% 16% W ll i d 2005 54% 24% 78% 7% 15% 4% -tra ne e 2003 55% 25% 80% 8% 12% _ 2001 58% 25% 83% 5% 12% 2007 49% 28% 77% 11% 12% Responds quickly to 2005 52% 26% 78% 9% 13% 3 emergency calls 2003 N/A N/A N/A N/A N/A % - 2001 N/A N/A N/A N/A N/A Treat people fairly 2007 49% 27% 76% 10% 13% regardless of race, 2005 52% 19% 71% 15% 14% ethnicity, gender or sexual 2003 45% 26% 71 % 13% 16% -3% orientation 2001 48% 23% 71% 12% 17% 2007 48% 30% 78% 6% 16% Have proper equipment for 2005 53% 25% 78% 4% 18% the job 2003 59% 22% 81% 3% 16% -5% 2001 56% 22% 78% 5% 17% 2007 48% 37% 85% 6% 8% Is widely supported by the 2005 52 % 31 % 83 % 6% 10% local community 2003 45% 34% 79% 8% 13% -4 % 2001 48% 33% 81% 7% 12% 2007 47% 36% 83% 8% 9% Effective in curbing local 2005 47% 37% 84% 8% 9% crime 2003 44% 37% 81% 10% 8% NC 2001 48% 35% 83% 6% 11% 2007 45% 33% 78% 5% 16% 2005 46% 28% 74% 7% 19% Well-managed 2003 50% 31 % 81 % 7% 12% -1 % 2001 54% 26% 80% 7% 14% 2007 43% 31% 74% 14% 12% Show a high level of i i l i 2005 44% 28% 72% 15% 13% commun ty nvo vement n Bellflower 2003 37% 35% 72% 14% 14% -1 2001 44% 27% 71% 15% 14% Report of Findings, City of Bellflower 2007 Citizen Survey S ~ January 4 - 9, 2007 Overall, high proportions of all subgroups believe each statement applies to the Sheriff's Department. Not surprisingly, those who believe that crime in their neighborhood has decreased are more likely to believe each attribute strongly applies than those who believe crime has increased. However, even among those who believe crime has increased, between 65 percent and 78 percent believe each attribute applies overall. African-Americans (64 percent) are less likely to believe the Sheriff's Department employees "treat people fairly regardless of race, ethnicity, gender, or sexual orientation" than are white (70 percent), Asian-American (82 percent), and Latino residents (83 percent). In fact, 22 percent of African-Americans said this statement "does not apply," compared to no more than ten percent of any other ethnic group. African-American respondents are also more likely to think the phrase "show a high level of community involvement in Bellflower" does not apply (25 percent) than white (11 percent), Latino (12 percent), or Asian-American (14 percent) respondents. Latino men are more likely to feel this way than Latino women (19 percent to five percent). There is little variation in the proportion saying each attribute "does not apply" in other areas and with other demographic groups. Those under 30 are slightly more likely to feel that it does not apply to say the police are "well-trained" (14 percent does not apply compared to two or three percent of other age cohorts), "is effective in curbing local crime" (21 percent to between three and eight percent of other age cohorts), "well-managed" (12 percent compared to between two and five percent of other age cohorts), "is widely supported by the local community" (16 percent, compared to between two and five percent), "is committed to helping citizens of Bellflower" (14 percent, compared to four to seven percent), and "responds quickly to emergency calls" (18 percent, compared to four to 13 percent of other age cohorts). Report of Findings, Ciry of Bellflower 2007 Citizen Survey 58 January 4 - 9, 2007 PART 5: DEVELOPMENT IN BELLFLOWER S.1 RATINGS OF COMMERCIAL AND RESIDENTIAL DEVELOPMENT A majority of Bellflower residents believe that both commercial and residential development have improved in the City over the last two years. As presented in Table 9, 47 percent of respondents said that "the look" of commercial development has improved. Only 11 percent of respondents said commercial development has gotten worse in the last two years, with 33 percent believing it has stayed the same (ten percent are uncertain). The proportion of residents who believe the "look" of commercial development has improved is down from 53 percent in 2005 and 54 percent in 2003. More residents believe it has gotten worse compared to 2005 and 2003. Perception that commercial development has improved generally rises with years of residency in Bellflower. Thirty percent of those living in the City for less than two years said the look of commercial development has improved compared to 48 percent of those living in Bellflower three to ten years, 53 percent of 11 to 20 year residents and 43 percent of the longest-term residents. While there is no difference in the proportion of residents who believe the look of commercial development has improved by education, college graduates are far more likely to believe it has gotten worse (20 percent) than non-college graduates (seven percent) and post- graduates (nine percent). This is driven mainly by college-educated men (26 percent, compared to women at 10 percent). Asian-American respondents are also more likely to think it has gotten worse (21 percent) than all other respondents (eight percent). In the case of residential development, 45 percent of respondents believe its "look" has improved over the last two years, 32 percent believe it has stayed about the same and 14 percent indicate it has gotten worse (nine percent are uncertain). The proportion residents who believe it has gotten worse has increased from six percent in 2005 and four percent in 2003. Therefore, the proportion believing the "look" of residential developments has gotten worse has more than tripled since 2003. Continuing the trend from 2005, white residents are slightly less likely to think the look of residential development has improved (39 percent) than non-whites (49 percent), with white men Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 59 particularly less likely to hold this view (36 percent). Asian-American respondents are much more likely to think it has gotten worse (35 percent) than white (nine percent), African-American (nine percent), and Latino (12 percent) respondents. College-educated respondents are also more likely to think it has gotten worse (21 percent) than non-college respondents (10 percent), in particular college educated men at 26 percent. TABLE 9: RATING OF "THE LOOK" OF COMMERCIAL AND RESIDENTIAL DEVELOPMENTS IN BELLFLOWER, 2003-2007 About Gotten Don't Change in Year Improved Same Worse Know "Improved" 2005-2007 The look f i l 2007 47% 33% 11% 10% o commerc a develo ments 2005 53% 34% 6% 8% -6 p 2003 54% 35% 5% 7% The l k f id ti l 2007 45% 32% 14% 9% oo res o en a develo ments 2005 50% 36% 6% 8% -5 p 2003 48% 40% 4% 8% 5.2 FAMILIARITY AND OPINIONS OF MIXED-USE DEVELOPMENT For the first time this year, respondents were asked about mixed-use development. Nearly three out of four (73 percent) are not familiar with the term "mixed-use development." Just eight percent reported being "very familiar" with the term, while 19 percent are "somewhat familiar." Figure 16 illustrates the results. Asian-American respondents (95 percent), those 30 to 39 years of age (86 percent), women (82 percent - in particular those under 50 at 86 percent), Latino respondents (80 percent, in particular those who took the interview in Spanish at 95 percent and women at 90 percent), and those earning less than $60,000 a year in household income (79 percent) are the least familiar with the term "mixed-use development." Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 16: FAMILIARITY WITH TERM "MIXED-USE DEVELOPMENT," 2007 Very familiar Somewhat familiar 60 g% TOTAL FAMILIAR 19% 2?% Not at all familiar DK/NA 3 0% In the survey of Bellflower businesses conducted one year ago, six in ten (59 percent) business owners were unfamiliar with the term "mixed-use development" as well. Just 16 percent were very familiar with it, while 25 percent were "somewhat familiar." Figure 17 illustrates the results. FIGURE 17: FAMILIARITY WITH TERM "MIXED-USE DEVELOPMENT" COMPARISON OF RESIDENTS IN 2007 AND BUSINESS OWNERS IN 2006 Residents Business Owners Very familiar Somewhat familiar 70% 8% TOTAL FAMILIAR 19% 27% Not at all familiar 70% DK/NA 113 % I 5 ~~ ~, 16% TOTAL FAMILIAR ~25% 41% 54% Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 61 Given that most residents are not familiar with the term "mixed-use development," it is not surprising that 67 percent are unable to give an opinion about allowing further mixed-use development in Bellflower (see Figure 18). Twenty-two percent support it (11 percent "strongly" and 11 percent "somewhat") and 12 percent oppose it (seven percent strongly and five percent "somewhat"). FIGURE 18: OPINION OF MIXED-USE DEVELOPMENT BEFORE INFORMATION Strongly support Somewhat support Somewhat oppose Strongly oppose NMI/DK/NA i l % IOTA L SUPPORT 11 % 2 Z °~O 5% TOTAL OPPOSE '7% 12% 66% o^ia zo~ia Rio so~io so°io With business owners more familiar, in the 2006 business survey, one-third (32 percent) supported it and ten percent opposed it (58 percent uncertain). Figure 19 illustrates the results. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 19: OPINION OF MIXED-USE DEVELOPMENT BEFORE INFORMATION COMPARISON OF RESIDENTS IN 2007 AND BUSINESS OWNERS IN 2006 Strongly support Residents Somewhat support Somewhat oppose Strongly oppose NMI/DK/NA i i % TOTAL SUPPORT i i °~0 2z°r° 66% I Business Owners 62 11 % TOTAL SUPPORT ~21% 32% 4% TOTAL OPPOSE (6% 10% 58% 0% 20% 40% 60°/u 80°/u 0°/u 20°/u 40°h 80% 80°k The respondents were provided a description of mixed-use development that read as follows: Let me tell you a little more about mixed-use development. It incorporates several land uses, such as retail, commercial, office, and residential, into a balanced and complimentary development design. Typically, mixed-use development will have the retail and commercial uses on the ground level facing the street, with residential units developed over, and around, the retail store spaces. Off-street parking is typically shared between the commercial and retail uses. These projects often include such pedestrian friendly features as large sidewalks, small plazas, and open space areas. After hearing this description, 58 percent said they would "strongly" (26 percent) or "somewhat" (32 percent) support further mixed-used development in Bellflower. Just 28 percent "strongly" (14 percent) or "somewhat" (12 percent) oppose it. Just under two in ten (17 percent) remain uncertain (see Figure 20). Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 2U: 11 % TOTAL SUPPORT 11% 22% RESIDENTS' OPINION OF MIXED-USE DEVELOPMENT BEFORE AND AFTER INFORMATION Before Information Strongly support Somewhat support Somewhat oppose Strongly oppose NMUDK/NA 66% I 63 After Information 26% TOTAL SUPPORT ~32% _58% 12 % TOTAL OPPOSE 114% 2b% 16% o°i° 20°h 40% 80°k 80% 0% 20% 40% 80% 80% After hearing more, 63 percent of those residents previously familiar, as well as 56 percent of those who were not, support further mixed-use development in Bellflower. Furthermore, 83 percent of those who supported it with little information continued to do so. However, 68 percent of the small group who initially opposed it just from the term continued to oppose it, while 25 percent now supported it. Support is slightly stronger with renters (63 percent) than homeowners (54 percent). Support is also slightly stronger with those without a college education than college graduates (61 percent to 53 percent); those under 40 (70 percent) than those 40 to 49 (48 percent) or older (50 percent); and Latino respondents (66 percent) more than African-American (56 percent), white (53 percent), or Asian-American (43 percent) respondents. Those most affluent are the most opposed to further mixed use development, with 36 percent of those earning $75,000 or more giving this response. The results among residents are similar to that found in the business community in 2006 where 62 percent supported further mixed-use development after hearing the description of it and 22 percent opposed it (17 percent uncertain). Figure 21 illustrates the results. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 21: OPINION OF MIXED-USE DEVELOPMENT AFTER INFORMATION COMPARISON OF RESIDENTS IN 2007 AND BUSINESS OWNERS IN 2006 Residents Business Owners Strongly support Somewhat support Somewhat oppose Strongly oppose NMI/DK/NA 26% TOTAL suPPOR ]32% 58% 12% TOTAL OPPOSE 14% 2~% 16% T 64 26% TOTA ~36% SUPPO 62% I 11 % IOTA L OPPOSE 10% 21`% 17% T r O% YO% 4O°/s 6O% So% O'/e 2O°Ie OO°A. ~~~ HOYe 5.3 STANDARDS FOR PHYSICAL APPEARANCE OF DEVELOPMENTS Three out of four (76 percent) respondents support applying stricter standards for the physical appearance of new commercial and multi-family residential developments. In fact, nearly half (47 percent) "strongly" support these stricter standards. Just 15 percent oppose them, with nine percent uncertain (see Figure 22). High proportions of all subgroups support these stricter standards. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 22: 6S OPINION ABOUT APPLYING STRICTER STANDARDS FOR THE PHYSICAL APPEARANCE OF NEW COMMERCIAL AND MULTI-FAMILY RESIDENTIAL DEVELOPMENTS, 2007 Strongly support Somewhat support Somewhat oppose Strongly oppose NMI/DK/NA S.4 OPINION OF RETAIL STORES CONSIDERED FOR BELLFLOWER The survey clearly shows that residents consider it important for the City to make efforts to attract and retain business. To this end, the respondents were asked to give their impression of various retail stores that could locate in Bellflower (see Figure 23). The most popular retail stores tested are Target (87 percent favorable), Home Depot (85 percent) and Costco (85 percent). No more than one in ten respondents have an unfavorable view of these stores. Approximately seven in ten (69 percent) have a favorable impression of Ikea, with 18 percent viewing it negatively (eight percent are unfamiliar with it and five percent do not give an opinion). Fry's is less familiar to these respondents, with 19 percent never having heard of it and ten percent unable to give a rating. Six in ten (60 percent) rate it favorably and 12 percent unfavorably. Least known is La Curacao. Fully 65 percent admit to never having heard of it and nine percent are unable to give arating -making it unfamiliar to three out of four respondents. Among those familiar, opinion is nearly divided, 15 percent favorable and 10 percent unfavorable. o°i. so~i. ao~i. so~io soda Report of Findings, City of Bellflower 2007 Citizen Survey 66 January 4 - 9, 2007 La Curacao is more familiar to Latinos (42 percent familiar) than African-American (eight percent familiar), Asian-American (13 percent familiar) or white (17 percent familiar) residents. However, even among Latinos, just 28 percent had a favorable view and 13 percent an unfavorable one. FIGURE 23: IMPRESSION OF RETAIL STORES CONSIDERING LOCATING IN BELLFLOWER, 2007 ^ Very Fav. ^ S.W. Fav. ^ S.W.Nery Unfav. ^ NHO/DK Home Depot Target Costco Ikea Fry's La Curacao 27% °/ 87% 32% °/ 85% 30% 7% 69% 26% ~ 13% 60% 23% 28% 15% 6% ~ 75% 0% 20% 40% 60% 80°k 100% 5.5 USES FOR DEVELOPER FEES As in 2005, this survey asked residents to rate the importance of City-related uses for the impact fee that is collected from developers who have completed new projects in the City. It was explained that this fee is intended to cover the impact of these new projects on city services. 9 Table 10 demonstrates that the funding use considered most important of the four tested is "replacing and maintaining City sewer lines." On a seven-point scale, where "1" indicated that the use was not at all important and "7" indicated that it was very important, this use received an average of 6.18. Furthermore, seven out often (70 percent) gave a "6" or "7" rating specifically. Much lower proportions reacted strongly to other proposals: 9 Respondents who said "don't know" were excluded. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 67 • Four out of ten (40 percent) gave a "6" or "7" rating, indicating that they consider it important, for "acquiring land for parks and open space" (with a mean score of 4.89). The mean score is up slightly from 4.5 in 2005. • Three out of ten (31 percent) consider it important to "purchase and construct new City operated buildings" (mean score of 4.59). This mean score is up slightly from 2005. • Twenty-seven percent (27 percent) consider it important to "purchase and display more public art" (mean score of 4.12). TABLE 10: MOST IMPORTANT USES OF IMPACT FEE 2005 AND 2007 (Where "1 " = not at all important and "7" =very important bars based on proportion rating item a "6" or "7') Year Very Important 6-7 3-5 Not Important 1-2 DK Mean Replacing and maintaining city 2007 70% 19% 3% 9% 6.18 sewer lines 2005 69% 21% 7% 3% 5.70 Acquiring land for parks and open 2007 40% 35% 15% 10% 4.89 space 2005 40% 38% 17% 5% 4.50 Purchasing and constructing new 2007 31% 39% 16% 13% 4.59 city o erated buildin s 2005 32% 41% 23% 5% 4.20 Purchasing and displaying more 2007 27% 44% 23% 7% 4.12 public art 2005 30% 47% 21 % 3% 4.20 Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 PART C: "THE LOOK" OF BELLFLOWER 68 C.1 CLEANLINESS AND BEAUTIFICATION OF THE CITY Residents were asked whether the general cleanliness and beautification of the City has improved, gotten worse or stayed about the same over the last two years. As presented in Table 11, 44 percent of residents believe that the "general cleanliness of the City" has improved, while 41 percent believe it has stayed the same, and 12 percent think it is worse. Sixty-five percent said the "general beautification of the City, such as landscaping and more attractive street signs," has improved, while 25 percent think it has stayed about the same and just six percent believe it has gotten worse. These views are similar to 2005 and 2003 (the first year the question was asked). TABLE 11: EVALUATIONS OF CLEANLINESS AND BEAUTIFICATION OF THE CITY OVER PAST TWO YEARS 2007, 2005, AND 2003 ' Change in About Gotten Don t Year Improved "Improved" Same Worse Know 2005-2007 l G l li f h 2007 44% 41 % 12% 3% enera c ean ness o t e Cit 2005 40% 47% 9% 3% +4 y 2003 42% 46% 9% 4% General beautification of 2007 65% 25% 6% 4% the City, such as 2005 65% 28% 3% 3% NC landscaping and more attractive street si ns 2003 65% 29% 3% 4% Longer-term residents are more likely to believe the general cleanliness of the City has gotten worse. While just three percent of those living in Bellflower less than five years feel this way, 11 percent of five to ten year residents, and 16 percent of those living in Bellflower more than ten years feel this way. College graduates are also more likely to feel this way (19 percent) than less educated residents (eight percent). While African-American respondents are most likely to think the general cleanliness of the City has improved (56 percent), Asian-Americans are the most likely to believe it has gotten worse (26 percent gotten worse). Non-white residents ages 50 or older are more likely to think it has improved (62 percent) than those younger (42 percent) Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 69 or white residents generally (38 percent). High percentages of all subgroups believe general beautification has improved. PART 7: PARKING IN BELLFLOWER 7.1 AVAILABILITY OF PARKING Residents were asked questions to assess concerns and solutions about the availability of parking in their neighborhoods. More than half (52 percent) believe the availability of on-street parking in their neighborhood is a "very serious" (28 percent) or "somewhat serious" (24 percent) problem. Seventeen percent consider it "not too serious" and 29 percent believe it is "not at all a serious problem." Figure 24 illustrates the results. FIGURE 24: CONCERN ABOUT AVAILABILITY OF ON-STREET NEIGHBORHOOD PARKING, 2007 Very serious problem Somewhat serious problem Not too serious a problem Not at all a serious problem Don't know o^io 2o°i. 40°ia 60^ia Report of Findings, City of Bellflower 2007 Citizen Survey 70 January 4 - 9, 2007 This result has changed insignificantly since 2005 and 2003, when virtually identical proportions called "the availability of on-street parking in your neighborhood" a serious problem. However, concern was much lower in 2001, when 3 8 percent called this issue serious and 60 percent considered it not serious. In fact, 44 percent said this issue was "not serious at all," compared to 29 percent currently and 28 percent in 2005 and 2003. Figure 25 illustrates the results. FIGURE 25: CONCERN ABOUT AVAILABILITY OF ON-STREET NEIGHBORHOOD PARKING 2001-2007 ^ Very Serious ^ Somewhat Serious ^ Not Too Serious ^ Not At All Serious ^ Don't Know 2007 2005 2003 2001 0 0 • 24% 17% 51 % 48% ' 23% 20% : ' 49% 51% 21% 23% 38% 60% 19% 16% o~io so~io ao~io so~io so~io ~oo~io In the current study, the availability of on-street parking is a stronger concern to new residents than long-term residents. While 64 percent of those living in Bellflower two years or less and 76 percent of those living in Bellflower three to four years feel this is a serious problem, a lower 48 percent of longer-term residents have a similar perception. Renters also consider this a bigger concern than homeowners (67 percent to 42 percent serious). Concern about on-street parking is slightly higher with those less educated, with 56 percent of non-college respondents calling this serious compared to 47 percent of college graduates. This is driven by college-educated women who are more likely to feel this way than college-educated men (63 percent to 30 percent). Concern is far higher among African-Americans (73 percent serious) than Latino (52 percent), white (56 percent), and Asian-Americans (28 percent). However, Latinos ages 50 or older are Report of Findings, City of Bellflower 2007 Citizen Survey ~ j January 4 - 9, 2007 among the most likely to call the availability of on-street parking a serious problem (70 percent, compared to 46 percent of younger Latinos). Concern increases with declining income, with 66 percent of those earning $30,000 a year or less in household income calling this serious to 51 percent of those earning $60,000 a year or more. Women also show more concern than men (57 percent to 48 percent serious). This is driven by women ages 50 or older, 67 percent of whom call the availability of on-street parking in their neighborhood a serious problem. 7.2 ACTIONS TO IMPROVE ON-STREET NEIGHBORHOOD PARKING For the first time this year, those who said the availabitlity of on-street parking in their neighborhood is a serious problem or "not too serious" were presented with three actions that the City of Bellflower could take to improve the availability of on-street parking in neighborhoods. Those who were uncertain or said it is not a serious problem at all did not receive these additional questions (see Figure 26). The highest proportion supports "limiting the number of cars that any one resident can park on the street." Four in ten (40 percent) strongly support this proposal. Overall, it is supported by nearly two-thirds (65 percent). Support for this proposal rises with years of residency in Bellflower. While 53 percent of those living in Bellflower less than two years support this proposal, 72 percent of those living in Bellflower 21 years or more do so. Support is slightly stronger with homeowners (68 percent) than renters (61 percent); those who work in Bellflower than those who do not (75 percent to 64 percent); college graduates than non-college respondents (76 percent to 62 percent); Asian-American (74 percent) and white (70 percent) residents than Latinos (59 percent) and African-Americans (62 percent); and those 65 years of age or older (79 percent) than those younger (63 percent of those 18 to 49 and 63 percent of those 50 to 64). A majority supports "issuing parking permits to Bellflower residents only" (53 percent), which is strongly supported by one-third (33 percent) of residents. This proposal receives more support from those with school-age children than those without (62 percent to 44 percent); those who work in Bellflower than those who do not (63 percent to 47 percent); and Latino respondents (63 percent) more than white (53 percent), African-American (38 percent), and Asian-American (17 percent) respondents. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 72 Slightly less than half (49 percent) support "limiting overnight parking to those individuals with parking permits" (30 percent strongly support it), but a statistically equivalent number (47 percent) oppose this proposal. Homeowners show far more support for this proposal than renters (60 percent to 37 percent). College graduates are also more supportive non-college graduates (60 percent to 45 percent). Support is also slightly stronger with the more affluent (40 percent for those earning less than $30,000 compared to 50 percent of those earning more). FIGURE 26: OPINION OF ACTIONS TO IMPROVE THE AVAILABILITY OF ON-STREET NEIGHBORHOOD PARKING, 2007 ^ Str. Sup. ^ S.W. Sup. ^ S.WJStr. Opp. ^ DKMo Op. Limiting the number of cars that any one resident can park on the street Issuing parking permits to Bellflower residents only Limiting overnight parking to those individuals with parking permits 65'% 25% 53% 20% 49'% 19% 0% 20% 40% 60% 80% 100% Six in ten (61 percent) respondents support "prohibiting the parking of motorized recreational vehicles on City streets overnight, with an exception for those that are being loaded or unloaded or by aCity-issued permit," however, a significant portion of the support is soft. Just 38 percent "strongly" support this proposal, with 23 percent "somewhat" supporting it. One-third (32 percent) oppose this proposal, with 19 percent "strongly" in opposition (six percent are not sure). Figure 27 illustrates the results. This question was asked for the first time this year. Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 FIGURE 27: 73 OPINION OF ORDINANCE PROHIBITING PARKING OF RVS ON CITY STREETS OVERNIGHT, ZOO7 Strongly support Somewhat support Somewhat oppose Strongly oppose NMI/DK/NA There is little variation in reaction to this proposal by subgroups. It gets slightly less support from Asian-Americans (52 percent) and African-Americans (55 percent) than white (62 percent) or Latino (67 percent) residents. It also gets less support from those ages 50 or older (56 percent) than those younger (65 percent). Support is strongest among those earning $100,000 a year or more in household income (76 percent) compared to those earning $60,000 to $100,000 (61 percent) or less (61 percent). As mentioned earlier, residents were asked how serious a problem they consider "the availability of parking in commercial and business areas." A low 37 percent consider this issue to be "very" (15 percent) or "somewhat" (22 percent) serious. Six in ten (61 percent) consider it "not too" serious (31 percent) or "not serious at all" (30 percent). The proportion finding the issue serious is similar to that found in the 2006 Bellflower Business Survey of business owners. At that time, 32 percent of business owners said "the availability of parking for your business" was a "very" (15 percent) or "somewhat" (17 percent) serious problem. Overall, the proportion considering the issue not serious is similar, with 67 percent of business owners and 61 percent of residents giving this response. However, far more business owners find this issue "not serious at all" (52 percent to 30 percent of residents). See Figure 28 for a comparison of these results. o°~ so°i° ao°i° so°i° Report of Findings, City of Bellflower 2007 Citizen Survey January 4 - 9, 2007 74 FIGURE 28: SERIOUSNESS OF THE AVAILABILITY OF PARKING IN COMMERCIAL AND BUSINESS AREAS COMPARISON OF RESIDENTS IN 2007 AND BUSINESS OWNERS IN 2000 Residents Business Owners Very serious problem Somewhat serious problem Not too serious problem Not serious at all 15% TOTAL SERIOUS PRUBLEM 31 % TOTAL N07' SERIOUS PROBLEM ^ 30% 61 % DK/No opinion 22% 37% 15% TOTAL SERIOUS PROBLEM 17% 32%~ 15% TOTr1L SERI _ 52 /° PROB~~. ° 67 ,~, ~1% SOT US EM 0% 20% 40% 60% 80% 100% 0°~6 20% 40°k 60°h 80% 100% 'Indicates that the business owners were asked different language "the availability of parking far Vour business. APPENDIX A The Mean Importance and Satisfaction Rating Comparison of City Services Quadrant 4: Quadrant 1: Services and features which scored below Services and features which scored above the overall mean importance score and the overall mean importance and above the overall mean satisfaction score - satisfaction scores -meaning relatively meaning relatively low importance and high importance and high satisfaction hi h satisfaction Quadrant 3: Quadrant 2: Services and features that scored below the Services and features which scored above overall mean importance and satisfaction the overall mean importance score and score -meaning relatively low importance below the overall mean satisfaction score - and low satisfaction meaning relatively high importance and low satisfaction APPENDIX B FAIRBANK, MASLIN, MAULLIN & ASSOCIATES January 4-9, 2007 Interviewer Time Began Station Time Finished Total Time CITY OF BELLFLOWER CITIZEN SURVEY 320-296 WFT N=500 FINAL Hello, I'm from FMMA, a public opinion research company. We're conducting a public opinion survey about issues that interest residents of the City of Bellflower. We are definitely not trying to sell anything, or ask for a donation of any type. We are only interested in your opinions. May I speak with the youngest adult in the household who is 18 years of age or older? (IF NOT AVAILABLE, ASK:) "May I speak to another adult in the household?" (IF RESPONDENT REPLIES IN SPANISH, OR DESIRES TO SPEAK IN SPANISH, FOLLOW THE ESTABLISHED PROCEDURE FOR HANDING OFF TO ASPANISH-SPEAKING INTERVIEWER.) 1. Do you live in the City of Bellflower? Yes -----------------------------------------100% No ------------------------------ TERMINATE (DON'T KNOW/NA)------- TERMINATE 2. Generally speaking, how would you rate Bellflower as a place to live: is it an excellent place to live, a good place, just fair, or a poor place to live? Excellent------------------------------------ 31 Good ---------------------------------------- 47% Just fair ------------------------------------- 16% Poor ------------------------------------------- 6% (DON'T KNOW/NA)----------------------0% FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 2 3. Next, what do you think is the most serious issue facing the residents of Bellflower that you would like to see Cit~~overnment do somethin about (DO NOT READ OPTIONS-- OPEN-END) Gangs/violence ---------------------------- 14% Crime --------------------------------------- 13 Drugs------------------------------------------ 4% Education/public schools ------------------- 4% Garbage pick-up ----------------------------- 4% Housing costs/affordable housing--------- 4% Blight/abandoned buildings ---------------- 3% Homelessness -------------------------------- 3% Housing -repair or condition-------------- 3 Government waste/inefficiency ----------- 2% Jobs/keeping businesses -------------------- 2% Parking/lack of parking--------------------- 2% Speeding/unsafe traffic conditions -------- 2% Public recreation/parks/open spaces ------ 1 Revitalizing areas outside the downtown core -------------------------- 1 Revitalizing downtown --------------------- 1 Revitalizing neighborhoods ---------------- 1 Sidewalk repairs ----------------------------- 1 Street lighting -------------------------------- 1 Street maintenance -------------------------- 1 Traffic congestion --------------------------- 1 Public transportation/buses/rail------------ 0% Sewer maintenance-------------------------- 0% Taxes------------------------------------------ 0% Tree trimming-------------------------------- 0% Nothing-None------------------------------ 16% OTHER (SPECIFY BELOW)----------- 2% FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 3 4. Now I'd like to read you a list of things that some people say may be problems facing the city of Bellflower. For each one I read, please tell me whether you think it is a very serious problem, somewhat serious, not too serious, or not at all a serious problem in Bellflower today. VERY SMWT NOT TOO NOT SERIOUS SERIOUS SERIOUS SERIOUS PROBLEM PROBLEM PROBLEM AT ALL (ROTATE) (SPLIT SAMPLE A) (DK/ NO OPIN. [ ]a. A lack of park space in the city --------------- 16%----------- 21% ---------- 33% ---------- 28% ---- ------2% [ ]b. Dirty streets and sidewalks -------------------- 18% ----------- 27% ---------- 29% ---------- 24% ---- ------2% [ ]c. Inefficiency in City government -------------- 16%----------- 19% ---------- 22% ---------- 15% ---- -----28% [ ]d. Blight and abandoned buildings--------------- 15%----------- 22% ---------- 26% ---------- 27% ---- -----10% [ ]e. Graffiti and similar vandalism----------------- 24%----------- 33% ---------- 22% ---------- 18% ---- ------3% [ ]f. Increased development of rental housing ------------------------------------------- 31 % ----------- 22% ---------- 21 % ---------- 14% ---- -----12% [ ]g. Traffic and congestion on local streets and roads--------------------------------- 20%----------- 33% ---------- 25% ---------- 19% ---- ------4% [ ]h. The number of homeless ----------------------- 26%----------- 28% ---------- 30% ---------- 11% ----------5% (ROTATE) (SPLIT SAMPLE B) [ ]k. The quality of public schools ------------------ 19% ----------- 16% ---------- 30% ---------- 18% ---- -----17% [ ]l. A lack of public transportation ---------------- 14% ----------- 17% ---------- 26% ---------- 23% ---- ----- 20% [ ]m. Gangs and juvenile violence------------------- ----------- 37% ---------- 33% ---------- 14% ---- 12% ------ 4% [ Jn. A lack of affordable housing ------------------ 32%----------- 32% ---------- 14% ---------- 13% ---- ------8% [ ]o. The quality of Bellflower's basic city services ------------------------------- 9%------------ 21 % ---------- 33% ---------- 33% ---- ------4% [ ]p• g g g -------------------- Dru usa a and dru abuse 40%----------- 21% ---------- 13% ---------- 12% ---- -----14% [ ]q. The amount of taxes people have to pay for city services ------------------- 19% ----------- 24% ---------- 27% ---------- 18% ---- -----12% [ ]r. The amount of truck traffic on local streets and roads -------------------------- 19% ----------- 19% ---------- 30% ---------- 31 % ---- ------1 [ ]s. The availability of parking in commercial and business areas---------------- ----------- 15% ---------- 22% ---------- 31% ---- 30% ------ 3% FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 4 5. Next, how would you rate the overall job being done by Bellflower city government in providing services to Bellflower's residents and businesses? Would you say City government is doing...? (READ RESPONSES) Excellent ----------------------------------- 16% Good ---------------------------------------- 45% Only fair ------------------------------------ 29% Poor ------------------------------------------- 6% (DON'T READ) DK/NA ------------------4% NOW I WOULD LIKE TO ASK YOU SOME MORE QUESTIONS ABOUT THE SERVICES PROVIDED BY BELLFLOWER'S CITY GOVERNMENT. 6. I would like to read you a list of specific services provided by Bellflower's City government to residents of the city. For each one that I mention, please tell me how important you think that service is. We will use a scale of one to ten, where one means NOT AT ALL IMPORTANT and ten means VERY IMPORTANT. If you have no opinion or don't know about a service I mention to you, you can tell me that too. Here is the first one... NOT AT ALL VERY IMPORTANT IMPORTANT DK MEAN 1 2 3 4 5 6 7 8 9 10 11 (ROTATE) [ ]a. Removal Of graffiti------------------- 2% -- 1 % --1 % ----2% - 5%-- 4% -- 7% - 11 % 14% 49% -4% 8.48 [ ]b. Maintenance of local roads and sidewalks------------------ 0% - -1 % --2% ----2% - 6%-- 5% -- 8% - 14% 16% 45% - 1 % 8.48 [ ]c. Street lighting in your neighborhood ------------------------- 3%- -1 % --2% ----1 % - 8%-- 3% -- 9% - 14% 13% 45% - 1 % 8.23 [ ]d. Management of city government finances----------------- 2%- -1 % --1 % ----1 % - 4%-- 3% -- 6% - 9%- 11 % 37% 25% 8.48 [ ]e. Recreation opportunities and programs at city parks and recreation CenterS --------------------------------- 3%-- 1% --0% ----2% - 7%-- 4% -- 7% - 16% 14% 42% - 4% 8.26 [ ]f. Landscaping on street medians and other public areas ----------------------------------- 3%-- 2% -- 2% ---- 3% - 13% - 7% - 12%- 19%- 9%- 28% - 2% 7.37 [ ]g. Maintenance of public parks ----------------------------------- 1%-- 1% -- 1% ---- 2% - 5%-- 6% - 13%- 15% 12% 40% - 3% 8.26 [ ]h. Pick up of garbage, yard waste and recyclables---------------- 2%-- 0% -- 1 % ---- 1 % - 4%-- 2% -- 5% - 13% 15% 56% - 1 % 8.88 [ ]i. Police protection in your neighborhood ------------------------- 1 % -- 0% -- 1 % ---- 1 % - 4%-- 2% -- 4% - 7%- 13 % 66% - 1 % 9.1 FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 5 Remember, as I mention each item, please use a scale from one to ten where 1 means that service is "not at all important" and 10 means that service is "very important." On a scale from 1 to 10, how important is (ROTATE) in the City of Bellflower? NOT AT ALL VERY IMPORTANT IMPORTANT DK MEAN 1 2 3 4 5 6 7 8 9 10 11 (ROTATE) [ v . Enforcement of health and safety codes for buildings ----------- 2%-- 1 % -- 1 % ---- 1 % - 5%-- 5% -- 9% - 11 %- 12% 45% 10% ----- 8.48 [ ]k. Tree trimming ------------------------ 2%-- 2% -- 2% ---- 3% - 15%- 6% - 15% 21 %- 8%- 24% -2% ----- 7.34 [ ]1. Sewer and storm drain maintenance--------------------------- 0% -- 1 % -- 0% ---- 2% - 3 %-- 4% -- 9% - 17% - 12% 47% - 5% ----- 8.66 [ ]m. Neighborhood clean-up programs ------------------------------ 1 % -- 1 % -- 0% ---- 1 % - 6%-- 3% - 10% 18% - 12% 41 % - 6% ----- 8.44 [ ]n. Regulation of street vendors and people selling things from their cars---------------- 6%-- 2%-- 3% ---- 3% - 6%-- 3%-- 9% - 10%- 10% 39% -8% ----- 7.69 [ ]o. Programs to retain, expand, and attract businesses to Bellflower ----------------------------- 3 % -- 1 % -- 1 % ---- 1 % - 8%-- 6% -- 9% - 14% - 11 % 3 9% - 8% ----- 8.12 [ ]p. Providing after-school activities for young people---------- 1 %-- 0% -- 1 % ---- 1 % - 4%-- 3% -- 5% - 14%- 13% 53% -5% ----- 8.89 [ ]q. Revitalization of Bellflower's Historical Commercial Center ------------------ 3%-- 2% --2% ---- 3% - 7%-- 6% -- 7% - 17%- 14% 30% -9% ----- 7.78 [ ]r. Special city events, such as the holiday tree lighting and fourth of July fireworks ------------------------ 4%-- 3% -- 1 % ---- 3% - 7%-- 4% -- 8% - 17%- 12% 39% -2% ----- 7.92 FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 6 7. Next, I am going to mention each service again. This time I would like you to tell me how satisfied~ou are personally with the job that the Bellflower's city government is doing in providing that service for the City's residents. Again, we will use a scale of one to ten, where one means NOT AT ALL SATISFIED with the service and ten means you are VERY SATISFIED with the service. If you have no opinion or don't know about a service or feature I mention, you can tell me that too. Here is the first one... NOT AT ALL VERY SATISFIED SATISFIED DK MEAN 1 2 3 4 5 6 7 8 9 10 11 (ROTATE) [ ]a. Removal of graffiti------------------- 3%-- 1%-- 2% ----2% - 11%- 6%- 11% 16%- 11% 33% -5% ----- 7.78 [ ]b. Maintenance of local roads and sidewalks------------------ 3%-- 1 % -- 2% ----3% - 8%-- 7% - 17% 17%- 10% 30% -1 % ----- 7.68 [ ]c. Street lighting in your neighborhood ------------------------- 4% -- 2% -- 1 % ---- 2% - 10% - 7% - 13% 20% - 11 % 30% -1 % ----- 7.62 [ ]d. Management of city government finances----------------- 4%-- 2% -- 1 % ---- 2% - 12% - 2% - 10% 11 %- 5%- 11 % 39%----- 6.74 [ ]e. Recreation opportunities and programs at city parks and recreation centers --------------- 1%-- 0%-- 0% ---- 2% - 5%-- 7%- 13% 15%- 15% 33% -8% ----- 8.18 [ ]f. Landscaping on street medians and other public areas ----------------------------------- 4%-- 2% --0% ----2% - 11 % - 6% - 15% 21 %- 11 % 25% -3% ----- 7.52 [ ]g. Maintenance of public ~.. parks ----------------------------------- 1%- - 0% - -0% ----2% - 7%-- 6% - 13% 17%- k 15% 32% -6% ----- 8.17 [ ]h. Pick up of garbage, yard waste and recyclables---------------- 2%- -1%- -2% ----2% - 7%-- 7%--9% - 17%- 14% 38% -2% ----- 8.08 [ ]i. Police protection in your neighborhood ------------------------- 3%- - 2% - -1 % ----2% - 8%-- 8% - 10% 16%- 13% 35% -2% ----- 7.88 FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 7 Remember, as I mention each item, please use a scale from one to ten where 1 means you are "not at all satisfied" and 10 means you are "very satisfied" with the service. On a scale from 1 to 10, how satisfied are you with (ROTATE) in the City of Bellflower? NOT AT ALL VERY SATISFIED SATISFIED DK MEAN 1 2 3 4 5 6 7 8 9 10 11 (ROTATE) [ v . Enforcement of health and safety codes for buildings ----------- 2%-- 0% - -1 % -- --2% - 9%-- 5% - 10% 16%- 9%- 22% 25% ----- 7.74 k. [ ] g ------------------------ Tree trimmin 2%-- 2% - -0% -- --2% - 10%- 8% - 11 % 19%- 10% 29% -6% ----- 7.75 [ ]1. Sewer and storm drain maintenance--------------------------- 1 %-- 1 % - -0% -- --3% - 10%- 4% - 13% 17%- 10% 31 % -9% ----- 7.89 [ ]m. Neighborhood clean-up programs ------------------------------ 4%-- 1 % - -2% -- --6% - 10%- 5% - 12% 14%- 8%- 24% 15% ----- 7.29 [ ]n. Regulation of street vendors and people selling things from their cars ---------------- 7%-- 3% - -3% -- --4% - 12%- 6% - - 8% - 10%- 9%- 23% 14% ----- 6.83 [ ]o. Programs to retain, expand, and attract businesses to Bellflower----------------------------- 4%-- 3%- -4% -- --3% - 11%- 8%- 11% 13%- 6%- 15% 20% ----- 6.69 [ ]p. Providing after-school activities for young people---------- 1 %-- 2% - -4% -- --2% - 7%-- 8% - 10% 11 % - 10% 29% 16% ------ 7.7 [ ]q. Revitalization of Bellflower's Historical Commercial Center ------------------ 1 % -- 1 % - -4% -- --2% - 7%-- 7% - 10% 17% - 12% 24% 14% ----- 7.64 [ ]r. Special city events, such as the holiday tree lighting and fourth of July fireworks -------- 2%-- 0% - -1 % -- --2% - 8%-- 5% - - 7% - 12%- 15% 45% -4% ----- 8.39 FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 8 NOW I WOULD LIKE TO ASK YOU A FEW QUESTIONS ABOUT PUBLIC SAFETY IN BELLFLOWER. 8. As you may know, the City of Bellflower has a contract with the Los Angeles County Sheriff's Department to provide police services to Bellflower residents. Now I'd like to mention some words and phrases. After you hear each one, please tell me if it applies to the Sheriff's Department employees working in Bellflower or not. (IF APPLIES, ASK: "Is that strongly or just somewhat?") DOES (DON'T STRONGLY SMWHT NOT (READ) APPLIES APPLIES APPLY DK/NA (ROTATE) [ ]a. Well-trained---------------------------------------- 50%----------------------- 30%-------------5% -----------16% [ ]b. Effective in curbing local crime----------------- 47° o----------------------- / 36%-------------8% ----------- 9% [ ]c. Have proper equipment for the job ------------- 48° o----------------------- ___________ ° / 30%-------------6% 16 /o [ ]d. Well-managed ------------------------------------- 45%----------------------- 33%-------------5% -----------16% [ ]e. Show a high level of community involvement in Bellflower ----------------------- 43%----------------------- 31 %------------14%-----------12% [ ]f. Treat people fairly regardless of race, ethnicity, gender or sexual orientation ----------------------------------------- 49%----------------------- 27%------------10%-----------13% [ ]g. Is widely supported by the local community ----------------------------------------- 48%----------------------- ----------- 37%-------------6% 8% [ ]h. Committed to helping citizens of Bellflower------------------------------------------ 57%----------------------- 30%-------------6% ----------- 7% [ ]i. Responds quickly to emergency calls ---------- 49%----------------------- 28%------------11 %-----------12% 9. Thinking about the last five years, do you think crime in your neighborhood has increased, stayed the same, or decreased? (IF INCREASED/DECREASED, ASK: "Has it INCREASED/DECREASED a lot or just a little?") Increased alot ----------------------------- 13 Increased alittle --------------------- ------ 16% (STAYED THE SAME) ---------- ------ 33% Decreased alittle -------------------- ------ 17% Decreased alot ---------------------- ------ 13% (DON'T READ) DK/NA ---------- -------- 8% FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 9 10. What would you say is the most serious public safety problem in your neighborhood? (OPEN-END, DO NOT READ LIST) Speeding/unsafe driving------------------ 15% Gangs/juvenile violence ------------------ 14% Drugs/drug abuse-------------------------- 10% Robbery/muggings ------------------------ 10% Car theft -------------------------------------- 9% Graffiti/vandalism--------------------------- 8% Domestic violence--------------------------- 4% Shootings/gun violence --------------------- 2% Homicide/murder----------------------------1 Rape -------------------------------------------1 Nothing-None------------------------------ 14% (DON'T READ) DKlNA ------------------ 9% OTHER (SPECIFY BELOW)----------- 3% NOW I'D LIKE TO ASK YOU ABOUT YOUR EXPERIENCES WITH THE CITY OF BELLFLOWER AND ITS EMPLOYEES. 11. Have you had any direct contact, either in person or by telephone, with Bellflower City government in the past two years? Yes -------------------------- (ASK Q12)--30% No --------------------- (SKIP TO Q13)--70% (DON'T READ) DK/NA (SKIP TO Q13) --------------------------- 0% (IF "YES" IN Q11, ASK Q12) 12. In general, how would you rate the service you received from the City employee or employees with whom you have spoken? Was the service...? (READ RESPONSES) Very helpful-------------------------------- 52% Somewhat helpful ------------------------- 32% Not too helpful------------------------------- 7% Not at all helpful----------------------------- 6% (DON'T READ) DK/NA ----------------- 3% FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 10 (RESUME ASKING ALL RESPONDENTS) 13. Next, I am going to mention some information sources about Bellflower's city government. For each one you have seen or heard about, please tell me if you think it is informative or not. If you have heard of the information source but don't know enough about it to have an opinion, you can tell me that too. (IF INFORMATIVE/NOT INFORMATIVE, ASK: "Is that very or just somewhat?") SEEN NOT SEEN CAN'T VERY SMWT SMWT VERY HEARD RATE INFOR INFOR NOT INF NOT INF (ROTATE) [ ]a. ACity-published newsletter called The Bellflower Citizen --------------------------- 15% ------ ---- 3% ---- ----52% ---- --- 27%--- ----- 1 % ----- ----1 [ ]b. Special community events shown on cable TV -------------------------- 57% ------ ---- 9% ---- ----18% ---- ---12%--- ----- 2% ----- ----3% [ ]c. City council meetings on cable TV--------------------------------------- 62% ------ ----6% ---- ----13%---- ---13%--- ----- 3%---------2% 14. Do you have a personal computer at home and/or at work with a connection to the Internet? Yes, at home only --------- (ASK Q15)--40% Yes, at work only------------(ASK Q15)--7% Yes, both at home and at work -------------------- (ASK Q15)--30% No, don't have computer ------------ (SKIP TO Q17)--23% (DON'T READ) DK/NA (SKIP TO Q17) --------------------------- 0% (IF "YES" IN Q14, ASK Q15) 15. Have you ever visited the City of Bellflower website? Yes (ASK Q16) --------------------------- 40% No (SKIP TO Q17) -------------------- --60% (DON'T READ) DK/NA (SKIP TO Q17)0% (IF "YES" IN Q15, ASK Q16) 16. How informative would you rate the City of Bellflower website? Is it very informative, somewhat informative, not too informative or not at all informative? Very informative -------------------------- 46% Somewhat informative-------------------- 39% Not too informative ------------------------- 5% Not at all informative ----------------------- 2% (DON'T READ) DK/NA ------------------ 9% FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 11 (RESUME ASKING ALL RESPONDENTS) NEXT, I WOULD LIKE TO ASK YOU ABOUT SOME ISSUES RELATED TO THE QUALITY OF LIFE IN THE CITY OF BELLFLOWER. 17. Let me mention some items that can affect the quality of life in Bellflower. After each one is mentioned, please tell me whether, over the last two years, that item has improved, stayed about the same or gotten worse. (DON'T) ABOUT GOTTEN READ) IMPROVED SAME WORSE DK/NA (ROTATE) [ Ja. Public safety----------------------------------------------30%--------------51%------------15%------------ 4% [ ]b. General cleanliness of the City -------------------------44% -------------- 41 % ------------ 12% ------ ------ 3 [ ]c. General beautification of the City, such as landscaping and more attractive street signs------------------------------65%-------------- 25%------------ 6%------- ------ 4% [ ]d. The look of residential developments -----------------45% -------------- 32%------------ 14% ------ ------ 9% [ ]e. The look of commercial developments ---------------------------------------------47% -------------- 33%------------ 11 % ------ ------10% 18. The City of Bellflower collects a fee from developers who have completed new projects in the City. The fee is intended to cover the impact of these new projects on city services. I am going to mention a number of possible City-related uses for the revenue this fund will bring to the City. After you hear each one, please tell me how important you think it is that the City funds that use. This time we will use a scale of one to seven, where one means NOT AT ALL IMPORTANT and seven means VERY IMPORTANT. If you have no opinion or don't know enough about that project to offer an opinion, you can tell me that too. (ROTATE) Here is the first one... Not at All Important Very Important DK Mean 1 2 3 4 5 6 7 8 (ROTATE) [ ]a. Acquiring land for parks and open space ------------------------------------ [ ]b. Purchasing and displaying more public art -------------------------------------- [ ]c. Purchasing and constructing new city operated buildings ---------------------- [ ]d. Replacing and maintaining city 12% --- 3%---- 5%--- 10% -- 20% -- 12% -- 28% -- 10% 4.89 17% --- 6% --- 13% -- 15% -- 16% -- 10% -- 17% --- 7% 4.12 12% --- 4% ---- 7% --- 14% -- 18% -- 10% -- 21 % -- 13% 4.59 sewer lines ------------------------------------- 2% ---- 1 % ---- 2% ---- 6% --- 11 % -- 13 % -- 57% --- 9% 6.18 FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 12 NEXT, I WOULD LIKE TO ASK YOU A FEW QUESTIONS ABOUT THE PHYSICAL CONDITION OF BELLFLOWER HOMES, BUSINESSES AND CITY STREETS. 19. First, I would like to ask you how familiar are you with the term mixed-use development? Would you say that you are very familiar, somewhat familiar or not at all familiar with this term? Very familiar--------------------------------- 8% Somewhat familiar ------------------------ 19% Not at all familiar-------------------------- 70% (DON'T READ) DK/NA ------------------ 3% 20. Based on what you know about mixed-use development or just my mentioning it, would you favor or oppose further mixed-use development in Bellflower? (IF SUPPORT/OPPOSE ASK:) Is that strongly SUPPORT/OPPOSE or just somewhat? Strongly support --------------------------- 11 Somewhat support------------------------- 11 Somewhat oppose --------------------------- 5% Strongly oppose ----------------------------- 7% (DON'T READ) Need more info------- 55% (DON'T READ) Don't know ----------- 12% LET ME TELL YOU A LITTLE MORE ABOUT MIXED-USE DEVELOPMENT. IT INCORPORATES SEVERAL LAND USES, SUCH AS RETAIL, COMMERCIAL, OFFICE AND RESIDENTIAL, INTO A BALANCED AND COMPLIMENTARY DEVELOPMENT DESIGN. TYPICALLY, MIXED-USE DEVELOPMENT WILL HAVE THE RETAIL AND COMMERCIAL USES ON THE GROUND LEVEL FACING THE STREET, WITH RESIDENTIAL UNITS DEVELOPED OVER, AND AROUND, THE RETAIL STORE SPACES. OFF-STREET PARKING IS TYPICALLY SHARED BETWEEN THE COMMERCIAL AND RETAIL USES. THESE PROJECTS OFTEN INCLUDE SUCH PEDESTRIAN FRIENDLY FEATURES AS LARGE SIDEWALKS, SMALL PLAZAS AND OPEN SPACE AREAS. 21. Now that you have heard more about the term mixed-use development, would you favor or oppose further mixed-use development in Bellflower? (IF SUPPORT/OPPOSE ASK:) Is that strongly SUPPORT/OPPOSE or just somewhat? Strongly support --------------------------- 26% Somewhat support------------------------- 32% Somewhat oppose ------------------------- 12% Strongly oppose --------------------------- 14% (DON'T READ) Need more info------- 11 (DON'T READ) Don't know ------------- 6% FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 13 22. Next, would you support or oppose the City of Bellflower applying stricter standards for the physical appearance of new commercial and multi-family residential developments? Strongly support --------------------------- 47% Somewhat support------------------------- 29% Somewhat oppose --------------------------- 7% Strongly oppose ----------------------------- 8% (DON'T READ) Need more info--------- 5% (DON'T READ) Don't know ------------- 4% 23. Now, thinking about street parking in your neighborhood, would you say the availability of on street parking in your neighborhood is a very serious problem, somewhat serious, not too serious, or not at all a serious problem? Very serious problem (ASK Q24)------------ 28% Somewhat serious problem (ASK Q24) ----- 24% Not too serious a problem (ASK Q24)------- 17% Not at all a serious problem (SKIP TO Q25)29% (DON'T KNOW) (SKIP TO Q25)------------ 2% IF CODES 1,2 OR 3 IN Q23, ASK Q24) 24. The following are some actions the City of Bellflower could take to improve the availability of on street parking in your neighborhood. For each one I read, please tell me whether it sounds like something you would support or oppose. (IF SUPPORT/OPPOSE ASK:) Do you strongly SUPPORT/OPPOSE or just somewhat? (ROTATE) (DK/ STRG SMWT SMWT STRG NO SUPPORT SUPPORT OPPOSE OPPOSE OPIN•) [ ]a. Limiting the number of cars that any one resident can park on the Street ----------------------------------------------- 40%-----------25% ---------- 13% ---------- 21 % ----------2% [ ]b. Limiting overnight parking to those individuals with parking permits--------------------------------------------- 30%-----------19% ---------- 20% ---------- 27% ----------5% [ ]c. Issuing parking permits to Bellflower residents only ----------------------- 33%-----------20% ---------- 14% ---------- 29% ----------5% FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 14 (RESUME ASKING ALL RESPONDENTS) 25. Next, would you support or oppose a City of Bellflower ordinance, prohibiting the parking of motorized recreational vehicles on City streets overnight, with an exception for those that are being loaded or unloaded or by a City issued permit? (IF SUPPORT/OPPOSE ASK:) Is that strongly SUPPORT/OPPOSE or just somewhat? Strongly support--------------------------- 38% Somewhat support------------------------- 23% Somewhat oppose ------------------------- 13% Strongly oppose --------------------------- 19% (DON'T READ) Need More Info -------- 2% (DON'T READ) DK/NA ------------------ 4% 26. In your opinion, what is the most important thing the City of Bellflower can do to improve city services for the people who live and/or work in Bellflower? (OPEN-END; RECORD ANSWER BELOW) Keep the appearance clean ----------------- 9% Better police response/add more police -- 7% Reduce crime -------------------------------- 6% Continue to get citizens input on services 6% Have more parking -------------------------- 5 Bring in more business --------------------- 3% Provide affordable house/lower rent ------ 3 Improve traffic and traffic lights ---------- 2% More school programs ---------------------- 2% Keep taxes from increasing ---------------- 2% Create more jobs ---------------------------- 2% Enforce building codes --------------------- 1 More public transportation ----------------- 1 Tear down abandoned buildings/ build businesses ----------------------------- 1 Lessen development ------------------------ 1 Cooperate more with church--------------- 0% Improve cable choices ---------------------- 0% Other ------------------------------------------ 0% Nothing ------------------------------------- 20% Don't know--------------------------------- 29% FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 15 27. Now, I am going to read you a list of retail stores considering locating in Bellflower. For each one you have heard of or visited, please tell me whether you have an overall favorable or unfavorable opinion of that store. (IF FAVORABLE/UNFAVORABLE, ASK) "Is that very or just somewhat?" Here is the first one (DON'T (DON'T (READ) (READ) HEARD VERY SMWT SMWT VERY DON'T KNOW FAV FAV UNFAV UNFAV ABOUT) (ROTATE) [ ]a. Home Depot ---------------------------------- 2% ---- - 58% --- --- 27%--- ---- 5% ---- ---- 6%------------ 3% ~ ]b. Fry's ------------------------------------------ 19% --- - 37% --- ---23%--- ---- 5% ---- ---- 7%----------- 10% ~ ]c. Target------------------------------------------ 2% ---- - 55% --- ---32%--- ----4% ---- ---- 5%------------ 2% ]d. COStCO ----------------------------------------- 4% ---- - 55% --- --- 30%--- ---- 3% ---- ---- S%------------ 4% L ]e. La Curacao----------------------------------- 65% --- -- 9%---- ----6% --- ---- 3% ---- ---- 7%------------ 9% [ ~f. Ikea -------------------------------------------- 8% ---- - 43% --- --- 26%--- ---- 6% ---- ----12% ----------- 5% HERE ARE MY FINAL UESTIONS. THEY ARE JUST FOR STATISTICAL PURPOSES. 28. About how long have you lived in Bellflower? (READ LIST) Less than two years ----------------------- -- 9% Three to four years ------------------------ 12% Five to six years --------------------------- 13% Seven to ten years ------------------------- 20% 11 to 15 years ------------------------------ 13% 16 to 20 years -------------------------------- 9% 21 years or more--------------------------- 23% (DON'T READ) Don't know/Refused ---1 29. Do you live in a single residence detached home, multi-family building or condo or a mobile-home park? Single family detached house------------ 64% Multi-family building/condo------------- 33% Mobile-home park--------------------------- 2% (DON'T READ) Don't know/Refused ---1 FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 16 30. Do you own or rent the house or apartment where you live? Own ----------------------------------------- 57% Rent ----------------------------------------- 42% (DON'T READ) Don't know/Refused ---1 31. Do you have cable television in your home? Yes ------------------------------------------ 60% No ------------------------------------------- 39% (DON'T READ) DK/NA -------------- ----1 32. Are there any children under the age of 18 living in your household? Yes ------------------------------------------ 50% No ------------------------------------------- 48% (DON'T READ) DKlNA ------------------1 33. What is your current employment status? Are you.. (READ LIST) Employed full-time ------- (ASK Q34)--53% Employed part-time ------- (ASK Q34)--12% A homemaker who does not work outside the home-------------------(SKIP TO Q35)--8% Retired ---------------- (SKIP TO Q35)--18% A student --------------- (SKIP TO Q35)--4% Unemployed ----------- (SKIP TO Q35)--4% (DON'T READ) Refused (SKIP TO Q35) ---------------------------1 (IF "EMPLOYED FULL TIME" OR "PART TIME" IN QUESTION 33, ASK Q34) 34. Is your work located in the City of Bellflower or not? In Bellflower------------------------------- 18% Not in Bellflower-------------------------- 81% (DON'T READ) Don't know/Refused ---1 FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 17 (RESUME ASKING ALL RESPONDENTS) 35. What was the last level of school you completed? Grades 1-8 ------------------------------------1 Grades 9-11 ---------------------------------- 5 High School Graduate (12) -------------- 31 Some College ------------------------------ 24% Business/Vocational School --------------- 5% College Graduate (4)---------------------- 26% Post-Graduate Work/ Professional School------------------------ 6% (DON'T READ) DK/Refused------------- 2% 36. Please stop me when I come to the category that best describes the ethnic or racial group with which you identify yourself. Is it....? Hispanic/Latino---------------------------- 40% African-American ------------------------- 11 Asian ---------------------------------------- 11 Caucasian/White -------------------------- 34% Native American/Indian --------------------1 Some other group or identification--------1 (DON'T READ) Refused------------------ 2% 37. In what year were you born? 1989-1983 (18-24) ------------------------ 10% 1982-1978 (25-29) ------------------------- - 9% 1977-1973 (30-34) ------------------------ 12% 1972-1968 (35-39) ------------------------ 12% 1967-1963 (40-44) ------------------------ 10% 1962-1958 (45-49) ------------------------- - 9% 1957-1953 (50-54) -------------------------- 9% 1952-1948 (55-59) ------------------------- -6% 1947-1943 (60-64) -------------------------- 6% 1942-1933 (65-74) ------------------------- - 8% 1932 or earlier (75 & over) --------------- - 6% (REFUSED/ DK/NA)--------------------- -3% FAIRBANK, MASLIN, MAULLIN & ASSOCIATES 320-296 WFT PAGE 18 38. I don't need to know the exact amount but I'm going to read you some categories for household income. Would you please stop me when I have read the category indicating the total combined income for all the people in your household before taxes in 2006? $10,000 and under------------------------- -- 4% $10,001 - $20,000 ------------------------- -- 7% $20,001 - $30,000 ------------------------- 11 $30,001 - $60,000 ------------------------- 23% $60,001 - $75,000 ------------------------- 13% $75,001 - $100,000 ----------------------- 10% More than $100,000----------------------- -- 9% (DON'T READ) Refused---------------- 23% THANK YOU VERY MUCH FOR YOUR TIME AND ATTENTION TO MY UESTIONS. Gender by observation: Language by observation: Name Address City Interviewer Verified by FIPS Male----------------------------------------- 50% Female -------------------------------------- 50% English-------------------------------------- 89% Spanish ------------------------------------- 11 Phone # Date Rep # Page # DMA ~' ~'n~A' M ;n,~p ~`~i;; av ~° kt.~ 4 f 1, i w r,a :¢ 'J,'~, ;# Proposal to Conduct a Citizen Survey Presented to the City of Tustin December 24, 2407 LETTER OF TRANSMITTAL BW Research Partnership, Inc. (BW Research) is excited about the opportunity to work with the City of Tustin on its citizen satisfaction survey. BW Research is afull-service research firm specializing in public opinion research for government agencies, including cities, counties, and special districts. We are awomen-owned small business with offices in Carlsbad and San Jose, California. BW Research is uniquely qualified to conduct the City of Tustin's citizen satisfaction survey. Our depth of experience covers all the key areas necessary for a successful project: extensive experience designing and administering resident satisfaction surveys that are being used for City performance and assessment measures, recent public opinion research experience in Orange County, and proven experience providing analysis and conclusions based on reliable research findings. The two co-founders and principals of the firm, Jaime Lynn Barrah and Josh Williams, have extensive experience working with cities throughout the western United States on resident satisfaction studies. A few examples include projects for the Town of Danville, City of Cupertino, City of Citrus Heights, City of Santa Monica, City of Petaluma, City of Poway, City of West Hollywood, City of La Mirada, California City, City of Portland (Oregon), and City of Henderson (Nevada), to name a few. BW Research Partnership is also currently working on research projects for the cities of Carlsbad, Solana Beach and the Orange County Workforce Investment Board. Mr. Williams will serve as project manager for the City of Tustin and Ms. Barrah will serve as the principal. researcher for the project. Mountain West Research Group will be our sub-consultant for telephone data collection. As project manager and principal researcher, Mr. Williams and Ms. Barrah have worked almost exclusively with Mountain West over the past seven years, teaming on over 200 survey research projects. BW Research Partnership has a thorough understanding of the goals of the study and direct experience conducting similar studies for other cities. BW Research Partnership believes in empowering staff and officials with information through survey research to better serve their communities and we are excited to put our experience and passion for research. to work for the City of Tustin. The enclosed proposal provides background information on BW Research Partnership, our qualifications, and proposed approach for the study. If you have any questions or would like to discuss this proposal further, please do not hesitate to contact me at 760-730-9329 (jilliams fbwresearch.com). I am both the management contact and the project manager for the City of Tustin. We look forward to hearing from you. Regards, ~ _ ~. . Josh Williams President ;; TABLE OF CONTENTS Letter of Transmittal ... Table of Contents ............................................................................................................................ .. Summary Sheet (Reproduced) ....................................................................................................... . Project Personnel ........................................................................................................................ . Project Responsibilities ............................................................................................................... . Resumes ..................................................................................................................................... . Management Contact & Project Manager -Josh Williams ......................................................... . 2 Principal Researcher -Jaime Lynn Barrah ................................................................................. . 3 Lead Analyst -Karen Waters ...................................................................................................... . 3 Allocation of Resources (Proprietary) ............................................................................................. . Project Plan ................................................................................................................................. . 5 Project Budget ............................................................................................................................. . Project Schedule ......................................................................................................................... . 9 Scope of Work ................................................................................................................................ 1. Kick-Off and Review of Previous Research and Population Demographics .................... 10 2. Questionnaire Design ....................................................................................................... 3. Refine and Finalize Survey Instrument ............................................................................. 4. Develop and Finalize the Sampling Plan .......................................................................... 5. Adminstering a Reliable Data Collection Protocol ............................................................ 11 6. Produce Research deliverables ........................................................................................ 7. Present Research Findings to City Staff and Representatives ......................................... 14 8. Present Research Findings to City COUNCIL .................................................................. References ..................................................................................................................................... 5 Relevant Projects and References ............................................................................................. 15 City of Poway, California ............................................................................................................ 5 City of Carlsbad, California ............................... _ ...................................................................... 15 Town of Danville, California ........................................................................................................ City of Citrus Heights, California ................................................................................................ 16 City of Henderson, Nevada ........................................................................................................ 16 City of West Hollywood, California ............................................................................................. 7 Certification of Proposals (Reproduced) ........................................................................................ 18 ~. ~`~ SUMMARY SHEET (REPRODUCED) APPENDIX A SUMMARY SHEET DATA TO BE SUBMITTED WITH PROJECT PROPOSAL Firm Name: BW Research Partnership, Inc. Firm Parent or Ownership: BW Research Partnership, Inc. does not have a parent corporation. Firm Address: 2541 State Street, Suite 108, Carlsbad, CA 92008 Firm Telephone Number: 760.730.9325 Firm Fax Number: 760.730.9688 Number of years in existence: 2 Management Contact (person responsible for direct contact with the City of Tustin and services required for this Request for Proposal): Name: Josh Williams Title: President Telephone Number: 760.730.9329 Fax: 760.730.9688 Email: jwilliams@bwresearch.com Project Manager (person responsible for day-to-day servicing of the account): Name: Josh Williams Title: President Telephone Number: 760.730.9329 Fax: 760.730.9688 Email: jwilliams@bwresearch.com Types of services provided by the firm: BW Research Partnership is afull-service public opinion and market research firm serving the public sector, with extensive experience conducting resident and citizen satisfaction studies, voter surveys, and workforce and economic development research. PROJECT PERSONNEL For the City of Tustin, the project team will include the two co-founders of the firm, Josh Williams and Jaime Lynn Barrah who will serve as project manager and principal researcher, as well as Karen Waters who will serve as lead analyst. The strength of our team is each member's depth of knowledge and experience conducting similar projects. The City of Tustin will also get the advantage of swell-rounded project management team, with both Ms. Barrah, who specializes in planning studies, and Mr. Williams, who specializes in economic development and resident satisfaction studies, working together to meet all of the City's research objectives. The entire project team is committed to the project and will be available for the duration. PROJECT RESPONSIBILITIES Mr. Williams will serve as the day-to-day project manager and also be responsible for the sampling plan, questionnaire design, data analysis and interpretation, preparation of the final report(s) and presentation(s) of results. Mr. Williams will also oversee all other areas of the project for continuity. Ms. Barrah will serve as the principal researcher for the City of Tustin, responsible for questionnaire design related to resident planning issues, data interpretation, and developing and refining project deliverables. Ms. Waters will serve as the lead analyst on the project, responsible for managing data collection, reviewing and processing data, and assisting with preparation of the final report and presentation. RESUMES MANAGEMENT CONTACT 8~ PROJECT MANAGER -JOSH WILLIAMS As Co-Founder and President at BW Research Partnership, Mr. Williams is responsible for the firm's resident and political feasibility studies and workforce and economic development research as well as working with Ms. Barrah to manage and direct the day to day operations of the firm. In addition to voter and workforce development research, Mr. Williams' work has included numerous resident research projects for public agencies, strategic plans, parks and recreation studies, public safety research, transportation studies, and corporate market research, including product testing and market sizing. Mr. Williams' recent resident City research experience includes projects for the City of Citrus Heights, Town of Danville, City of West Hollywood, City of Solana Beach and City of Carlsbad. Mr. Williams has also completed research projects with the Orange County Workforce Investment Board and the Los Angeles -Orange County Regional Consortium. Prior to founding BW Research, Mr. Williams was Director of Research for another west coast-based research firm. While there, Mr. Williams directed or supervised over 200 research projects over asix-year period with an aggregate budget over three million dollars. With a passion and deep understanding of resident and economic development research, Mr. Williams was keynote speaker on residents and economic development issues at several conferences and summits, and has been a guest lecturer at different universities on applied research methods. Mr. Williams is well-versed in a wide array of sophisticated quantitative methods to analyze data and, more importantly, provide clear directions for clients based on research - findings. Mr. Williams received his B.A. in International Economics from George Washington University and his M.A. in Economics from California State University, Long Beach. Mr. Williams also teaches economics on occasion at Palomar College and serves as Vice President of the Executive Board for North County Community Services. PRINCIPAL RESEARCHER -JAIME LYNN BARRAH As Co-Founder and Vice President at BW Research Partnership, Jaime Lynn Barrah is responsible for the firm's planning projects and works with Mr. Williams to manage and direct the day to day operations of the firm. Ms. Barrah prides herself on providing clients with the information needed to answer questions, assist planning efforts, and improve their communities through attentive customer service and high quality research. Ms. Barrah has worked on over 75 resident opinion studies. In addition to current projects with the cities of Carlsbad and Santa Monica recent examples include the Town of Danville, the City of Poway (resident and employee surveys), City of Cupertino, City of Moreno Valley (2004, 2005, and 2006), and multiple studies for the City of Henderson, Nevada. Examples include Henderson's 2004 community assessment survey, 2005 parks and recreation survey, 2006 senior needs assessment, and the development of an internal customer and resident survey program across 18 different departments. Prior to founding BW Research Partnership, Ms. Barrah worked as the Associate Research Director at the same west coast-based research firm where Mr. Williams was Director. While there, Ms. Barrah directly managed over 125 research projects during her six-year tenure, including design, management, analysis, and presentation of results. Ms. Barrah's work includes projects for cities, counties, transportation agencies, libraries, school districts, park and recreation districts, universities, community colleges, workforce development agencies, financial institutions, corporations, and political consultants. Ms. Barrah is also an experienced institutional researcher who spent a number of years working in the California community college system. A published author, Ms. Barrah received her B.A. in Psychology from the University of California, Riverside and her M.S. in Industrial and Organizational Psychology from California State University, San Bernardino. LEAD ANALYST -KAREN 1NATERS As a Research Associate for BW Research Partnership, ,Karen Waters is an instrumental part of the firm's public opinion, economic, and workforce development research. Ms. Waters is actively involved in developing and improving the firm's research deliverables and analytical approach to our projects. Ms. Waters has been the lead analyst on many of the resident opinion studies managed by Ms. Barrah anal Mr. Williams. Examples include the City of Henderson, City of West Hollywood, and City of Poway. Prior to joining BW Research Partnership, Ms. Waters worked as an analyst at the same California-based research agency as Ms. Barrah and Mr. Williams and was also a research advisor for a publishing group and a trade association in the United Kingdom. While in the United States, she has been the lead analyst for over 50 survey and secondary research projects and excels in developing research deliverables that exceed client expectations. Ms. Waters is experienced in a wide array of analytical techniques as well as developing research deliverables that provide clients with. a clear strategic direction based on research findings. Ms. Waters received her B.A. in Economics and Social Studies from the University of Manchester, in the United Kingdom and aPost-Graduate Diploma in Social Research and Evaluation from the University of Huddersfield also in the United Kingdom. ;ice ALLOCATION OF RESOURCES (PROPRIETARY) BW Research Partnership has developed a comprehensive approach to best meet the needs of the City of Tustin. BW Research understands that the results of the study will be used to: • assess residents' opinions regarding municipal services in a variety of areas, including; o satisfaction with the City's overall provision of services, and o an assessment of the services provided by City departments such as Police, Building and Planning, Public Works, Redevelopment and Parks and Recreation, just to name a few, • quantify residents priorities as they relate to city-wide projects and measure opinions and attitudes connected to various City issues, • determine residents needs and current level of satisfaction as they relate to the City's communication efforts, and • develop a more complete understanding of Tustin residents by examining and further developing the demographic, economic and behavioral profile of residents of Tustin. PROJECT PLAN BW Research proposes a three phase approach to the survey process. Below is a summary of the project plan for a more detailed description please see the Scope of Work within this proposal. Secondary research and survey design -The purpose of the initial phase of research is to better understand and finalize the research objectives of the City and evaluate all relevant secondary research on the City, including previous public opinion studies, extensive demographic information, and any other planning, economic or department specific information that could be used to inform the research objectives. Prior to beginning the project, BW Research Partnership will meet with City of Tustin representatives' in-person to go over the research objectives for the study and discuss the content for the survey. We will also review any previous research conducted by the City of Tustin and review any other relevant documents to help inform the current study. BW Research will also gather and analyze available population demographics for the City of Tustin to develop the statistically representative sampling plan for the survey. --- Advantage of working with BW Research: Josh Williams and Jaime Barrah have extensive experience incorporating City performance measures and other assessment tools, into City resident surveys. This experience will help the City of Tustin refine and possibly expand performance or assessment measures they are considering for the citizens survey. This experience will also allow the City to compare their results to other Cities that share demographic and socio-economic similarities. Mr. Williams and Ms. Barrah are also well versed in statistical analysis and will spend considerable time comparing previous research findings to current findings to measure statistically significant changes over time. t 2. Data collection - BW Research proposes conducting a random digit-dial (RDD) telephone survey utilizing a 12 to 15-minute survey of 300 to 600 residents (18 years and older) within the City of Tustin. BW Research will work with the City of Tustin to consistently administer a concise survey instrument that maximizes the participation rate among residents while minimizing respondent fatigue. BW Research will team with Mountain West Research Group for data collection services on this project. As project managers, Ms. Barrah and Mr. Williams have worked almost exclusively with Mountain West over the past three years, teaming on over 100 survey research projects. Although it may be possible to find less expensive data collection firms, BW Research believes it will be very difficult to find one that offers the same quality of interviewers and supervisors as Mountain West. After all, the quality of the data collected has a direct impact on the reliability of the survey results. Advantage of working with BW Research: BW Research has developed research tools to minimize the length of a survey using innovative skip patterns and incorporating new research techniques. A shorter telephone survey will have a higher cooperation rate among residents and is less likely to see biases in response patterns based on age, gender and ethnicity. 3. Develop and present research deliverables -The team at BW Research is comprised of experts in the field with regard to data processing and analysis. We hold ourselves to extremely high quality control standards and evaluate each project individually to find the best way to present the data. BW Research Partnership will check all data for accuracy and completeness prior to conducting any analysis. We will also code all verbatim, qualitative responses into categories to enhance the analysis. The team at BW Research strives to provide our clients with reliable research and actionable results. We spend considerable time interpreting the data and synthesizing the research findings into meaningful conclusions and recommendations based on the research objectives of the study. We believe it is our job to connect the dots for the readers and the City of Tustin representatives who need to take action from the results of the study. BW Research prides itself on selecting the most appropriate methods to display the results of the study. We choose the best combination of narrative text, graphical displays, and tables to highlight the results of the study. BW Research Partnership strives to only include information in our reports and presentations that illustrates a point or shows a finding relevant to the study's objectives. We will not include cross-tabulation tables in a report just to bulk up the report with tables. We only include charts and tables that tell a story or where a specific relationship relevant to the research objectives emerged. Advantage of working with BW Research: BW Research is focused on developing research deliverables that empower our clients to use and build upon our research findings. One example of this is the Interactive dataset. In the past, clients have asked for SPSS training so they can gather and manipulate the datasets generated from our research. Rather than spending countless hours teaching our clients the finer points of SPSS, BW Research created an interface so City staff and other individuals could look at survey results by any number of banner variables by simply choosing drop down boxes within Excel. ~b~ Throughout each project task, the BW Research Team will be in communication with the City of Tustin, providing updates and working together to ensure that each phase of the project effectively meets the research objectives for the study. The BW Research Team is also committed to adhering to all of the City's internal deadlines, including those that are decided upon during the initial phase of the project. ~:~, k . ~,. PROJECT BUDGET The following cost estimate shows the costs associated with conducting a survey of 300, 400, or 600 (n=300, n=400 or n= 600) adult Tustin residents to assess satisfaction and preferences with municipal services, with a final survey length of approximately 12 to 18 minutes each. The cost includes up to five in-person meetings and/or presentations to the City of Tustin. The costs below reflect a fixed fee for all of BW Research Partnership's services, and will not change provided that the scope of work (i.e., survey length, number of interviews) conforms to those proposed below. Sample Size n=300 n=300 n=400 n=400 n=600 n=600 Margin of Error +/- 5.64% 5.64% 4.88% 4.88% 3.98% 3.98% Len th of Phone Surve 12 min. 15 min. 12 min. 15 min 12 min. 15 min Phase 1 -Secondary Research 8~ Design Review Research & Demographics $650 $650 $650 $650 $650 $650 Survey Design $1,225 $1,375 $1,525 $1,225 $1,375 $1,525 Develop Sampling Plan 850 850 850 1 100 1 100 1 100 Sub-Total Phase 1 $2,725 $2,875 $3,025 $2,975 $3,125 $3,275 Phase 2 -Data Collection Sample Purchase $656 $656 $875 $1,140 $1,140 $1,140 Questionare Translation (Spanish -optional) $525 $675 $825 $525 $675 $825 CATI Programming $795 $895 $950 $945 $1,045 $1,100 Training, Pre-Testing & Monitoring $575 $675 $575 $675 $575 $675 Spanish Interviewing Fee (optional) $250 $300 $350 $325 $390 $455 Telephone Interviewing 5 981 6 656 7 975 8 875 11 963 13 313 Sub-Total Phase 2 (w/out Spanish) $8,008 $8,883 $10,375 $11,635 $14,723 $16,228 Sub-Total Phase 2 (with Spanish) $8,783 $9,858 $11,550 $12,485 $15,788 $17,508 Phase 3 -Produce Deliverables Data Processing &Analysis $1,000 $1,300 $1,000 $1,300 $1,000 $1,300 Written Report $3,000 $3,750 $3,250 $4,000 $3,500 $4,250 Presentation $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 Sub-Total Phase 3 $5,000 $6,050 $5,250 $6,300 $5,500 $6,550 Total for Citizen Surve w/out S anish Interviews $15,733 $17,808 $18,650 $20,910 $23,348 $26,053 Total for Citizen Survey (with Spanish Interviews) $16,508 $18,783 $19,825 $21,760 $24,413 $27,333 PROJECT SCHEDULE Below is our estimated timeline for the project. BW Research is confident that we can complete the entire project in eight weeks or less. BW Research's confidence in meeting the project milestones is based on our experience completing numerous resident survey projects with more aggressive schedules. Feel free to confirm this with our previous clients. For illustration purposes, we have used a project start date of January 22, 2008 and have italicized and bolded City staff involvement for ease of review. The project can be started sooner or later depending on the needs of the City. Proiect Task Estimated Dates Project Kick-Off Meeting January 22 Review of Background Research and Population Demographics January 22 - 29 Develop Draft Survey Instrument January 22 - 29 Develop Representative Sample for the Survey January 22 - 29 City Review of Draft Survey Instrument Jan. 29 -Feb. 5 Revisions to Survey Instrument February 5 - 6 Finalize Survey Content (City of Tustin and BW Research) February 6 Program and Pre-test the Survey February 7 - 10 Revisions, if needed, based on Pre-Test February 11 Conduct 300-600 Telephone Interviews with Residents February 12 - 25* Compile, Process, and Analyze the Survey Data February 25 - 27 Prepare an Initial Question-by-Question Summary of the Survey Results February 26 - 27 Meeting with City to Discuss Initial Findings Anytime Develop a Comprehensive Written Report of Findings Feb. 27 -Mar. 7 City Review of Report March 7 - 14 Revisions, if needed, to Finalize Report March 14 - 17 Prepare a Presentation of Findings Accompanied by PowerPoint Slides March 7 - 14 Presentation to City Staff March 14 - 19 Revisions, if needed, to Finalize Presentation Content March 19 - 20 Presentation of Results to Council Anytime Provide the City with the Data and Excel Interface Anytime Remain Available to Answer Questions Related to the Research Ongoing * This is a conservative estimate for data collection for a sample size of 600 SCOPE OF WORK BW Research is committed to meeting all facets of the scope of work identified in section 5 of the City's Request for Proposal for a Citizen Survey. The following scope of work Throughout each project task, the BW Research Team will be in communication with the City of Tustin, providing updates and working together to ensure that each phase of the project effectively meets the research objectives for the study. The BW Research Team is also committed to adhering to all of the City's internal deadlines, including those that are decided upon during the initial phase of the project. 1. KICK-OFF AND REVIEW OF PREVIOUS RESEARCH AND POPULATION DEMOGRAPHICS Prior to beginning the project, BW Research Partnership will meet with City of Tustin representatives' in-person to go over the research objectives for the study and discuss the content for the survey. We will also review any previous research conducted by the City of Tustin and review any other relevant documents to help inform the current study. BW Research Partnership will also gather and analyze available population demographics for the City of Tustin to develop the statistically representative sampling plan for the survey. 2. QUESTIONNAIRE DESIGN Through an iterative process, BW Research will work with the City to develop a survey instrument that meets all the research objectives of the study. BW Research Partnership are experts in designing surveys and writing unbiased questions that are easily understood by respondents, yet provide the maximum level of detail to our clients. BW Research will provide initial recommendations for the survey including potential areas in incorporate into the baseline survey instrument. One such example is including a series of questions to assess residents' sense of community. A strong sense of community has been shown as a predictor for many other areas of satisfaction, such as overall City satisfaction, quality of life, and customer satisfaction ratings for departments, to name a few. 3. REFINE AND FINALIZE SURVEY INSTRUMENT After gathering all of the feedback from the City, BW Research will finalize the survey instrument. To help refine the questionnaire, BW Research will pre-test the survey instrument to ensure that all the words and questions are easily understood by respondents. 4. DEVELOP AND FINALIZE THE SAMPLING PLAN BW Research Partnership has extensive experience developing statistically representative samples based on the research objectives and target universe of the study. For most resident surveys on municipal services, BW Research Partnership recommends utilizing a random digit dial (RDD) methodology to survey a representative sample of the adult population 18 years and older. The advantage of the RDD methodology over a listed sample of residents is that it includes both listed and unlisted numbers within the City of Tustin. Based on the City's research objectives for the study and our experience conducting ~`` similar studies, we recommend that the City conduct either 400 or 600 interviews. The n=300 is only recommended if the City is comfortable with an overall margin of error greater than 5 percent (5.64%) and is mainly focused on examining overall results for the City's residents and not spending considerable time looking at smaller sub-populations, such as the opinions of males vs. females or younger residents (45 to 18 years old) vs. older residents (46 years and older). Although both sample sizes (n=400 and n=600) yield comparable margins of error at the overall level (maximum margin of error of 3.98% for 600 interviews and 4.88% for 400 interviews among the approximately 51,877' residents 18 years and older), the larger sample size provides greater reliability and a lower margin of error when the data is examined by subgroup, such as age group, gender, measures of geography within the City, length of residence, and use of city services. If the City of Tustin is also considering any voter related inquiries, BW Research has is experienced in developing sampling plans which incorporate both voter's and non- voters into a representative sample of adult residents in a given community. BW Research Partnership would be happy to discuss the methodological nuances as well as the costs and benefits of different approaches in further detail during the selection interview or kick-off meeting for the project. 5. ADMINSTERING A RELIABLE DATA COLLECTION PROTOCOL Methodological Discussion For this project, BW Research feels a telephone survey of residents 18 years and older will best meet the City's research objectives. Overall, the advantages of a telephone survey are that: • the time needed for data collection is much shorter than for mail; • it can have a higher response and cooperation rate than mail; • unlike Internet surveys where email information is not centralized, we have phone numbers for most households in the City of Tustin; • we can minimize self-selection biases by monitoring the demographics of respondents who complete the survey and implementing techniques to ensure reliability of the various demographic groups in the City; and • we can administer a more advanced survey instrument, with skip patterns and randomization to minimize position bias and reduce the overall length of the survey. However, some of the disadvantages of a telephone survey are that: • it cannot present residents with graphics or visual cues; and the random digit dial (RDD) sample does not include residents who do not have a regular land line. Although the number of residents with traditional land lines is dropping2, a recent study by the Associated Press and Pew Research Center compared opinions among cell-phone only and traditional land-line users and found that their opinions were not different enough, and the size of the group was not yet large enough, to impact surveys of residents or voters within a community. 2005 CA Dept. of Finance population estimate multiplied by the adult 18+ proportion from the City of Tustin's Website z Approximately 1 in 8 households do not have a land line according to the 2006 National Health Interview Survey conducted by the Centers for Disease Control and Prevention. The figure was 1 in 20 in 2003. -:. a ", ~, _ _ ;~ Overall, given the City's requirements for the project and research to support that a traditional phone survey approach will accurately represent the opinions of Tustin residents, BW Research feels that a telephone methodology will best meet the City's research objectives for the project. Language Translation and lnterviewing According to the 2000 census approximately 24 (23.6%) percent of Tustin residents live in households that speak English less than very well and 2/3rds of those households speak Spanish (16.2%). While this information was not updated in 2005 or 2006 (as part of the American Community Survey) for Tustin, it does indicate that unless the resident population has changed dramatically from 2000, the survey should probably be offered in both English and Spanish. Typically, we recommend translating and offering a survey in a foreign language if we believe that at least 5 percent of the population would be unable to participate in the survey in English. Translating the survey into one or more of the Asian languages should also be discussed as 5.1 percent, according to the 2000 census, of Tustin residents live in a household that speak an Asian language and speak English less than `very well'. BW Research has completed resident surveys in multiple languages besides English, including Spanish, Chinese (Cantonese and Mandarin), Hmong, Khmer and Vietnamese and is confident it can reliably administer the resident survey in Spanish and any Asian language that may be considered. BW Research has included the costs for offering the survey in Spanish as well as English within the project plan and could also provide costs for offering the survey in other Asian languages if the City is interested. Data Collection Process BW Research will team with Mountain West Research Group for data collection services on this project. As project managers, Ms. Barrah and Mr. Williams have worked almost exclusively with Mountain West over the past three years, teaming on over 100 survey research projects. Although it may be possible to find less expensive data collection firms, BW Research believes it will be very difficult to find one that offers the same quality of interviewers and supervisors as Mountain West. After all, the quality of the data collected has a direct impact on the reliability of the survey results. BW Research will pre-test the survey instrument to ensure that all the words and questions are easily understood by respondents. Mountain West utilizes a live, silent monitoring system to allow BW Research and Mountain West supervisors to listen to the interviews during pre-testing so that any necessary changes can be made quickly and efficiently. The pre-test also allows us to test the effectiveness of the survey introduction in gaining participation and maximizing the response rate for the survey. Interviews will be conducted from approximately 5:00 pm to 9:00 pm Monday through Friday and 10:00 am to 2:00 pm on Saturday and Sunday to ensure that residents who commute or who are not at home during the week have an opportunity to participate. Throughout data collection, BW Research will check the data for accurateness and completeness and monitor the demographics of respondents who complete the survey daily. Doing so ensures that the 300 to 600 residents who complete the survey are representative of the larger universe of residents 18 years and older with regard to their demographic characteristics and geographic distribution. Mountain West supervisors also utilize the silent monitoring system to randomly monitor interviews while they are occurring, to ensure high quality interviewing and validity of responses. ~fi '; :. BW Research will be in contact with Mountain West on a daily basis, overseeing the interviewer training and survey pre-test and receiving updates on the project on a daily basis to monitor the demographics and geographic distribution of respondents who complete the survey. BW Research Partnership will provide the City with updates on the progress of the survey throughout data collection. 6. PRODUCE RESEARCH DELIVERABLES The team at BW Research is comprised of experts in the field with regard to data processing and analysis. We hold ourselves to extremely high quality control standards and evaluate each project individually to find the best way to present the data. BW Research Partnership will check all data for accuracy and completeness prior to conducting any analysis. We will also code all verbatim, qualitative responses into categories to enhance the analysis. BW Research will also examine the demographic characteristics and geographic distribution of respondents to the known universe of residents 18 years and older prior to conducting any analyses. Doing so will allow us to assess whether the data should be weighted to more accurately represent the universe of residents and increase the reliability of the results. Collecting demographic information at the end of the survey from participants will allow us the ability to look at cross-tabulations of the data for every survey question to assess whether differences exist among specific subgroups of residents, such as length of residence, geographic area of residence, age, gender, income, and ethnicity, to name a few. In addition, if the voter file is used to supplement the RDD methodology, the file will provide us with additional voter demographics, such as household party type, party type, and precinct without having to ask respondents. Although BW Research will examine the data at the overall level to provide overall project conclusions and recommendations, one of our core strengths is our ability to examine the data by subgroups. Our depth of analysis will provide the City of Tustin with all the information crucial to understanding the opinions and perceptions of residents within the City as well as identify any gaps or opportunities to potentially increase satisfaction and strategies to move forward with potential revenue measures. Topline Repor# and Meeting Within one week of completing data collection, BW Research will provide the City with a preliminary topline report of the results, which is aquestion-by-question summary of the survey results. BW Research will also meet with the City staff in-person to discuss the initial findings and see if there any specific requests for the comprehensive written report. Comprehensive Written Reporf of Findings The team at BW Research Partnership strives to provide our clients with reliable research and actionable results. We spend considerable time interpreting the data and synthesizing the research findings into meaningful conclusions and recommendations based on the research objectives of the study. We believe it is our job to connect the dots for the readers and the City of Tustin representatives who need to take action from the results of the study. BW Research is committed to producing research products that: ,~~ • Are concise and focused on applying the research. It is much more difficult to produce a concise 40 page report than a bulky 100 page report that lacks direction; • Are produced for the appropriate audience; • Are visually appealing and easy to view on the web; • Empower staff and officials to have ongoing use of the data through an intuitive, user-friendly Excel interface (more information in the Interactive Dataset section). BW Research Partnership prides itself on selecting the most appropriate methods to display the results of the study. We choose the best combination of narrative text, graphical displays, and tables to highlight the results of the study. BW Research Partnership strives to only include information in our reports that illustrates a point or shows a finding relevant to the study's objectives. We will not include cross-tabulation tables in a report just to bulk up the report with tables. We only include charts and tables that tell a story or where a specific relationship relevant to the research objectives emerged. BW Research will provide the City of Tustin with a report that includes all the sections detailed in the RFP. BW Research also recommends including a stand alone Executive Summary, which includes key findings, conclusions, and recommendations, into the beginning of the report document. Once the City has reviewed the draft report, BW Research will meet with the City to present the findings and discuss report revisions. BW Research will then make all necessary changes and provide the City with 2 bound copies and one electronic copy of the final report. Interactive Dataset BW Research Partnership believes in providing our clients with tools that empower them to continue to use their research. In addition to providing the City with all the data collected, we will build an interactive pull-down tool in Excel such that City representatives can generate tables for each question and explore cross-tabulation analyses interactively. All that City representatives will need to do is choose the question or cross-tabulation relationship of interest and the tables will automatically populate. Since BW Research knows how important continued availability to the data is to our clients, we provide this interface at no additional charge and remain available to assist with data analysis and interpretation. 7. PRESENT RESEARCH FINDINGS TO CITY STAFF AND REPRESENTATIVES The team at BW Research Partnership is skilled at presenting research findings to a variety of audiences. Accompanied by PowerPoint slides, the presentation to City staff will summarize the highlights of the study and focus on the resulting conclusions and recommendations in an interactive format that allows for discussion. 8. PRESENT RESEARCH FINDINGS T4 CITY COUNCIL The presentation to the Council will built and revised based on the presentation that was given to City staff. Josh Williams and Jaime Barrah have many years of presenting brief, effective presentations to City Councils. REFERENCES RELEVANT PROJECTS AND REFERENCES BW Research Partnership is afull-service public opinion and market research firm, with extensive experience conducting resident satisfaction studies, voter surveys, and workforce and economic development research. The two principals of the firm, Josh Williams and Jaime Lynn Barrah have managed similar projects for the Town of Danville, City of Cupertino, City of Citrus Heights, City of Petaluma, City of Poway, City of West Hollywood, City of La Mirada, Town of Los Gatos, City of Costa Mesa, City of Portland (Oregon), and City of Henderson (Nevada), to name a few. BW Research Partnership is also currently working on research projects for the cities of Carlsbad, Solana Beach and Santa Monica. Within the last year alone, Mr. Williams has been involved with polling that led to the successful passage of revenue measures for California City, Palomar Community College District, and Carlsbad Unified School District. Below is a list of references for closely related projects managed by Jaime Lynn Barrah and Josh Williams over the last five years, BW Research co-founders who will also serve as project manager and principal researcher for the City of Tustin. Please let us know if you need help getting in contact with any of the references below. Please note that contracts managed by Josh Williams, Jaime Lynn Barrah, or BW Research have not been terminated in the last three years. CITY OF CARLSBAD, CALIFORNIA Project: Resident Survey (2007) and Planning Department Customer Survey (2007) Contact: Christine Ruess, Sr. Management Analyst, Joe Garuba, Sr. Management Analyst, Michelle Masterson, Sr. Management Analyst Phone: (760)602-7502, (760) 434-2893, (760) 602-4615 Research Manager: Josh Williams Project Summary: The City of Carlsbad is currently working with BW Research on their annual resident satisfaction survey. This is a large scale resident survey (n=1,000) with representative sampling from each quadrant in the City. The survey is primarily used to quantify many of the performance measures that the City uses, but also provides an important opportunity to get residents feedback on strategic plans that are being considered by the City. The Planning Department has also contracted with BW Research to survey their current customers to develop measures of current customer satisfaction CITY OF POWAY, CALIFORNIA. Project: Resident Satisfaction Survey and Employee Satisfaction Survey (2006) Project Manager: Rod Gould, City Manager Phone: (858) 668-4501 Research Manager: Jaime Barrah Project Summary: In 2006, the City of Poway assessed both resident and employee satisfaction through two separate survey research projects managed by Jaime Barrah. The resident satisfaction survey examined residents' perceptions at the overall level, as well as with a variety of city services and programs to identify where the City had the greatest opportunity to improve service provision. The survey also assessed residents' interactions with the City, their satisfaction with city-resident communication, and interest in making a variety of city services available online through the City's website. ~~ ~~ i~ -~-4 i ~~i~.. JYl~h'1~ ~'f f TOWN OF DANVILLE, CALIFORNIA Project: Senior Needs Assessment (2007) Project Manager: Marcia Somers, Assistant Town Manager Phone: (925) 314-3334 Research Manager: Jaime Barrah and Josh Williams Project Summary: BW Research Partnership recently completed a comprehensive senior needs assessment for the Town of Danville. The main research objective of the project was to understand the needs, opinions, attitudes, and behaviors of Danville's senior community to ensure that adequate resources are in place as the Town's senior population continues to grow. The study was comprised of two community workshops with residents, a Town council workshop, a statistically representative telephone survey of residents, and executive interviews with providers of services to seniors within the community. Following an aggressive timeline, the entire project was completed in three and a half months. CITY OF CITRUS HEIGHTS, CALIFORNIA Project: Resident and Voter Study (2007) Project Manager: Krista Noonan, Public Information Officer Phone: (916) 727-4703 Research Manager: Josh Williams Project Summary: BW Research has recently finished a comprehensive resident survey (n=600) with an over-sample of City voters, which evaluated the importance and satisfaction of City services, measured the effectiveness of current and potential communication strategies, evaluate changes in resident priorities, and determine support for different potential revenue measures. The City is using the information to support its budgeting process and consider moving forward with acity-wide revenue measure. CITY OF HENDERSON, NEVADA Project: Community Assessment Survey (2004 - 2006) Project Manager: Cindy Herman Phone: (702) 267-2051 Research Manager: Jaime Barrah and Josh Williams Project Summary: For three years (2004 - 2006), Jaime Barrah and Josh Williams served as the main project managers for all City of Henderson research while at her previous employer, managing over 10 different projects. Community Assessment Survey The City of Henderson conducted alarge-scale Community Assessment Survey of 1,000 residents to provide the City with a report card on how residents viewed services and quality of life within the -City. The study included an assessment of residents' overall sense of community and a determination of the driving factors of sense of community, quality of life, and city satisfaction. The study also included residents' perceptions on growth-related issues, traffic, parks and recreation, general city services, public safety services, interaction with city departments, city-resident communication, and demographics. The research findings were also mapped using GIS to highlight differences by geographic area and zip code. ~~ CITY OF WEST HOLLYWOOD, CALIFORNIA Project: Resident, Business, and Consumer Survey (2006) Project Manager: Jeffrey Huffer Phone: (323) 848-6846 Research Manager: Josh Williams Project Summary: The City of West Hollywood was interested in hearing from residents, businesses and consumers that live, work and play in the City of West Hollywood, with a focus on the City's west side. The purpose of the research was to identify and consider economic development options for the City's west side and determine how to maximize the value of any potential investments by the City. The resident survey evaluated current satisfaction and preferences related to park and recreation amenities, shopping and commercial options, and priorities for City related events and infrastructure. CERTIFICATION OF PROPOSALS (REPRODUCED) APPENDIX B CERTIFICATION OF PROPOSAL TO THE CITY OF TUSTIN The undersigned hereby submits its proposal and, by doing so, agrees to furnish services to the City in accordance with the Request for Proposal (RFP), dated November 2007, and to be bound by the terms and conditions of the RFP. 2. This firm has carefully reviewed its proposal and understands and agrees that the City is not responsible for and errors or omissions on the part of the proposer and that the proposer is responsible for them. 3. It is understood and agreed that the City reserves the right to accept or reject any or all proposals and to waive any informality or irregularity in any proposal received by the City. 4. The proposal includes all of the commentary, figures and data required by the Request for Proposal, dated November 2007. 5. The firm has carefully read and fully understands all of the items contained in Section 7, General Requirements. The firm agrees to all of the general requirements except for those disclosed by the firm in project proposal, listed on an attachment. 6. The proposal shall be valid for 120 days from January 15, 2008. Name Firm: BW Research Partnership, Inc. ,~, By: (Authorized Signature) Type Name: Josh Williams Title: President Date: December 20, 2007 ~~ ~.r ~._~~. A. TRANSMITTAL LETTER ADMINISTRATION DEC 2 0 2007 ~~~~~~ RE~E11fED R '' ~~H 23276 South Ponte Drive Suite 206 Laguna Hills CA 92653 Telephone 949 855 6400 Fax 949 855 6405 December 20, 2007 City of Tustin Attention: Communications Manager 300 Centennial Way Tustin CA 92780 Re: Citizen's Survey Project Proposal Thank you for the opportunity to offer our research services and strategic counsel to your city. Probolsky Research LLC iswell-qualified to assist the City of Tustin with understanding the sentiments of city residents regarding their overall perceptions of city government, services provided by the city and how best to communicate with residents. We have extensive research experience on behalf of local government agencies, including numerous cities. More specifically, we have polled in the City of Tustin numerous times on behalf of corporate, political and regional government clients. Our firm is among a small group of research organizations that have an extensive public-sector practice, including cities and special districts. This experience allows us to provide a unique perspective based on the concerns of local government. Our role is to test, to analyze and to advise. Throughout our work on behalf of the city, we will remain available for in- person meetings and conference calls as requested. We do not charge for travel ortravel-related expenses. Research results are kept in the strictest of confidence and released only to designated parties and, then, only in formats approved in advance by the city. We are available to write customized reports such as briefing memoranda and public testimony, as well as give media interviews when so directed by the client. City of Tustin -Citizen's Survey Project Proposal Probolsky Research LLC Page 1 of 14 Probolsky Research LLC firmly believes that research must be conducted in the preferred language of the respondents, which is why at the outset of any research project, we prioritize a discussion of multi-lingual survey instruments and interviewers. We do not charge extra for these services since we believe it is critical to obtaining accurate, reliable results. We welcome the opportunity to provide additional information at the request of the city. We are also aware that should we be selected, the terms and work product required may change as a result of the changing needs of the city. The management contact (firm representative authorized to sign an agreement for our firm) and Project Manager (person responsible for day-to-day management of the project) is me. I look forward to working with the City of Tustin. Sincerely, Adam D. Probolsky Chairman & CEO City of Tustin -Citizen's Survey Project Proposal Probolsky Research LLC Page 2 of 14 B. TABLE OF CONTENTS A. Transmittal Letter PAGE 1 B. Table of Contents PAGE 3 C. Summary Sheet PAGE 4 D. Allocation of Resources PAGE 8 E. Scope of Work PAGE 11 F. References PAGE 12 G. Certification of Proposal PAGE 14 City of Tustin -Citizen's Survey Project Proposal Probolsky Research LLC Page 3 of 14 C. SUMMARY SHEET APPENDIX A SUMMARY SHEET DATA TO BE SUBMITTED WITH PROJECT PROPOSALS Firm Name: Probolsky Research LLC Firm Parent or Ownership: Adam D. Probolsky Firm Address: 23276 South Pointe Drive Suite 206 Laguna Hills CA 92653 Firm Telephone Number: 949-855-6400 Firm Fax Number: 949-855-6405 Number of Years in existence: 16 Management Contact (person responsible for direct contact with the City of Tustin and services required for this Request for Proposal): Names: Adam D. Probolsky Title: Chairman & CEO Telephone Number: 949-855-6400 ext. 1 Fax: 949-855-6405 Email: adam@probolskyresearch.com Project Manager (Person responsible for day-to-day servicing of the account): Name: Adam D. Probolsky Title: Chairman & CEO Telephone Number: 949-855-6400 Fax: 949-855-8605 Email: adam probolskyresearch.com City of Tustin -Citizen's Survey Project Proposal Probolsky Research LLC Page 4 of 14 ADAM D. PROBOLSKY -CHAIRMAN & CEO/POLLSTER Mr. Probolsky is chairman and CEO of Probolsky Research LLC. He is a pollster with over fifteen years of experience. Since Probolsky Research LLC opened its doors in 1992, Mr. Probolsky has conducted hundreds of opinion research studies throughout the United States and Canada. He has consulted on local, county, and statewide initiatives. Additionally, Mr. Probolsky has consulting experience on hundreds of public-policy and legislative projects. Mr. Probolsky is a planning commissioner for the city of Irvine and past finance commissioner. Mr. Probolsky serves on the County of Orange Waste Management Commission. Also, Mr. Probolsky volunteers as a spokesperson for the Orange County Sheriff's Department. Mr. Probolsky is also a member of the Board of Governors of the Irvine Valley College Foundation and a past chairman of the foundation board. ALLISON THOMAS -ASSISTANT TO MR. PROBOLSKY Ms. Thomas has over a decade of experience in public affairs and government relations and coordinates our firm's work for our clients. City of Tustin -Citizen's Survey Project Proposal Probolsky Research LLC Page 5 of 14 Adam D. Probolsky 23276 South Pointe Drive Suite 206 Laguna Hills CA 92612 Office 949 855 6400 Fax 949 855 6405 Email: adam(c~probolskyresearch.com Experience Probolsky Research (Laguna Hills, CA), 09/1992 -Present Chairman & CEO ^ An opinion research & strategy firm specializing in public policy. City of Irvine (Irvine, CA), January 2005 -Present Commissioner, Planning Commission ^ Make policy decisions on development projects, transportation and infrastructure. City of Irvine (Irvine, CA), September 2004 -December 2004 Commissioner, Finance Commission ^ Oversee city budget. ^ Make recommendations to the city council on expenditures and extra-budget items. County of Orange (Santa Ana, CA), September 2007 -Present Commissioner, Waste Management Commission ^ Oversee landfills, recycling programs and waste hauling companies. ^ Make recommendations to the county board of supervisors on waste issues. Orange County Transportation Authority (Orange, CA), October 2007 -Present Member, Environmental Mitigation and Oversight Committee ^ Oversee expenditures of transportation funds for environmental mitigation. ^ Make recommendations to the board of directors. Irvine Valley College Foundation (Irvine, CA), 2001 -Present South Orange County Community College District Past-Chairman, Board of Governors ^ Oversee the fund raising and operations of this charitable foundation which provides scholarships to students and assists the District in outfitting college facilities. City of Tustin -Citizen's Survey Project Proposal Probolsky Research LLC Page 6 of 14 Jewish Family Service of Orange County (Costa Mesa, CA), 2002 - 2006 Director, Board of Directors ^ Oversee fund raising and operations of this charitable organization which assists families of all faiths in crisis by providing counseling and financial assistance. Orange County Sheriff's Department (Santa Ana, CA), 2002 - Present Volunteer, Public Affairs Detail ^ Lead a team of volunteers who specialize in media and public affairs. ^ Member, Professional Service Reserve Leadership Cabinet. Republican Party of Orange County (Costa Mesa, CA), 2000 - Present Executive Committee Member ^ Appointed to the committee by Assemblyman Todd Spitzer. ^ Appointed to the executive committee by Chairman Scott Baugh. California Republican Party (Sacramento, CA), 1998 -Present Initiatives Committee Member, Committee Member ^ Appointed to the committee by Assemblywoman Mimi Walters. United State Chamber of Commerce (Washington, DC) 1997- 1998 Member, Policy Committee on Energy and the Environment ^ Advised the chamber and other committee members on California issues. ^ Attended policy briefings in Washington DC. Professional Associations Orange County Public Affairs Association City of Tustin -Citizen's Survey Project Proposal Probolsky Research LLC Page 7 of 14 D. ALLOCATION OF RESOURCES Having extensive experience with citizen surveys and customer service surveys-providing a "report card" to our municipal clients, our approach includes testing awareness and satisfaction with city services and prioritization by residents of the importance of those services. The telephone poll would be conducted on a city-wide basis. Results would accurately reflect and be provided based upon numerous demographic categories such as but not limited to age, gender, ethnic background, preferred language, party registration, type of home and geographic location within the city. Further, our analysis will help determine how residents obtain their information about city government and how the city can best communicate with residents the in the future. As explained earlier, we aim to produce the most accurate results, so including English- and Spanish-speaking interviewers in the regular course of the survey would be our plan unless otherwise directed by the city. There is no additional charge for these language services. Our methodology is query-based, and open-ended questions figure prominently in our polls-follow-up questions asking why, and asking the same question again in a more familiar tone. It has become a firm trademark of sorts. Therefore, we require that open-ended questions be part of any survey instrument and never charge extra for them. The number of respondents is important for several reasons, key among them is that the more respondents we survey, the more reliable the results become among segments of the city. A sample size of three hundred (300) respondents is a fine number and allows for the ability to break down results into many different components while yielding reliable, statistically valuable results. However, if budgets allow, increasing the total number of respondents to four hundred (400) would be very useful in breaking down the results into various demographic categories. The more respondents, the better able we are to identify trends among sub-segments of the resident population. The cost of survey research is based largely on the overall length of the survey instrument-the time it takes to complete a survey. The major contributing factors to the length include number of questions and number of respondents. The more questions, the deeper we can query respondents to understand not just the how, but also the why. This deeper understanding provides special insight into the motivations behind the actions of the residents. City of Tustin -Citizen's Survey Project Proposal Probolsky Research LLC Page 8 of 14 We have provided several cost proposals for the city's consideration and can easily modify these to best fit the city's budget and needs based upon further discussions. We remain flexible when working with government agencies clients because we know that fiscal prudence is necessary when expending public funds. Likewise we are able to customize our approach to the City of Tustin's specific needs. We believe that our query based approach that delves into questions in multiple ways, our multi-lingual interviewing, our broad experience in this `customer service' type survey work on behalf of similar government agencies and our ultimate flexibility makes our firm the best choice. PERSONNEL Adam Probolsky will allocate as much time necessary to the City of Tustin to complete the project. PROPOSED PROJECT SCHEDULE Probolsky Research LLC is able to accommodate virtually any schedule required. The following is an outline of a sample schedule that can easily be modified: Probolsky Research LLC selected Meeting or conference call Probolsky prepares draft survey devise Review and comments on survey instrument Final script approved Survey in the field Preliminary results delivered Survey results tabulated, analyzed Report written and presentation created Final report presented On going consultation with staff DAY 1 DAY2-3 DAY3-4 DAY4-6 DAY 6 DAY7-12 DAY 13 DAY 13 - 14 DAY 15 - 16 DAY 17 DAY 18+ Should the City be available to and desire to move quicker, we could condense this process down to as few as 5 to 7 days. City of Tustin -Citizen's Survey Project Proposal Probolsky Research LLC Page 9 of 14 COST PROPOSAL Based on the information you provided and our knowledge of the City of Tustin, we have outlined the following cost proposals. We firmly believe that any of them or any modified version of them would well serve the city. The options are merely to indicate our flexibility and willingness to accommodate the city's budget and goals. OPTION #1 QUESTIONS RESPONDENTS MARGIN OF ERROR COST 50 300 +/-5.8% $27,700 OPTION #2 QUESTIONS RESPONDENTS MARGIN OF ERROR COST 50 400 +/-5% $36,400 OPTION #3 QUESTIONS RESPONDENTS MARGIN OF ERROR COST 30 300 +/-5.8% $17,400 OPTION #4 QUESTIONS RESPONDENTS MARGIN OF ERROR COST 30 400 +/-5% $22,900 OPTION #5 QUESTIONS RESPONDENTS MARGIN OF ERROR COST 20 300 +/-5.8% $12,900 OPTION #6 QUESTIONS RESPONDENTS MARGIN OF ERROR COST 20 400 +/-5% $16,400 City of Tustin -Citizen's Survey Project Proposal Probolsky Research LLC Page 10 of 14 E. SCOPE OF WORK 1. Probolsky Research LLC staff will be available for in-person meetings and conference calls as needed with the City to discuss research objectives for the study, questionnaire design and related topics. 2. Probolsky Research LLC will utilize information gathered from the meeting(s) and discussions to develop questions and to draft a survey instrument that will accomplish the goals of the study. 3. Probolsky Research LLC will refine and finalize the survey instrument following the City's review and feedback. 4. Probolsky Research LLC will develop a representative sample of residents within the City of Tustin for a the telephone survey. 5. Probolsky Research LLC will conduct the number equaling a representative sample of telephone interviews with representatives. 6. Probolsky Research LLC will produce a thorough final report that will include details on the methodology for the study, an executive summary, as well as aquestion-by-question analysis of the survey findings while referencing results of previous surveys conducted for the city (to be provided by the City). 7. Probolsky Research LLC will present a in-person MS PowerPoint presentation of the findings to the City staff and representatives. 8. Present a MS PowerPoint presentation of the findings to a City Council workshop. City of Tustin -Citizen's Survey Project Proposal Probolsky Research LLC Page 11 of 14 F. REFERENCES NOVEMBER 2007 CITY OF COLTON, CALIFORNIA - SERVICES SATISFACTION & ANNEXATION SURVEY Reference: Mark Nuaimi, Assistant City Manager 909-370-5051 FEBRUARY 2007 CITY OF DIAMOND BAR, CALIFORNIA - COMMUNITY SURVEY Reference: David Doyle, Assistant City Manager 909-839-7012 JUNE 2006 ORANGE COUNTY WATER DISTRICT - COMMUNITY SURVEY Reference: Steve Sheldon, Board President 949-230-7170 NOVEMBER 2006 JURUPA COMMUNITY SERVICES DISTRICT - COMMUNITY SURVEY Reference: Eldon Horst, General Manager 951-685-7434 DECEMBER 2005 CITY OF NORWALK, CALIFORNIA - UTILITY USER TAX INITIATIVE SURVEY Reference: Aaron Knox, TMG Communications, Inc. 951-275-5800 SEPTEMBER 2005 CITY OF ANAHEIM - CITY SERVICES & ANNEXATION SURVEY Reference: Curt Pringle, Mayor 714-939-9070 JUNE 2005 CITY OF SIERRA MADRE - CITY SERVICES & COMMUNITY SURVEY Reference: John Gillison, City Manager 626-355-2917 MAY 2005 CITY OF SANTA ANA - SERVICES SATISFACTION & STREET MAINTENANCE TAX SURVEY Reference: Jill Arthur, Assistant City Manager 714-647-6900 City of Tustin -Citizen's Survey Project Proposal Probolsky Research LLC Page 12 of 14 JANUARY 2005 CITY OF LOS ANGELES, COMMUNITY OF HARBOR CITY - CITIZEN SURVEY Reference: JoeAnn Valle, Neighborhood Council President 310-516-7933 FEBRUARY 2004 CITY OF BRISBANE - CITIZEN SATISFACTION & CUSTOMER SERVICE SURVEY Reference: Fred Smith, Assistant City Manager 415-508-2112 FEBRUARY 2003 JOSHUA BASIN WATER DISTRICT - RATEPAYER SURVEY Reference: Terry Lyons, General Manager 760-366-8438 In the last three years, we have had no contracts terminated prior to the work we were hired to do being complete. City of Tustin -Citizen's Survey Project Proposal Probolsky Research LLC Page 13 of 14 APPENDIX B CERTIFICATION OF PROPOSAL TO THE CITY OF TUSTIN 1. The undersigned hereby submits its proposal and, by doing so, agrees to furnish services to the City in accordance with the Request for Proposal (RFP), dated November 2007, and to be bound by the terms and conditions of the RFP. 2. This firm has carefully reviewed its proposal and understands and agrees that the City is not responsible for any errors or omissions on the part of the proposer and that the proposer is responsible for them. 3. It is understood and agreed that the City reserves the right to acceptor reject any or all proposals and to waive any informality or irregularity in any proposal received by the City. 4. The proposal includes all of the commentary, figures and data required by the Request for Proposal, dated November 2007. 5. This firm has carefully read and fully understands all of the items contained in Section 7, General Requirements. This firm agrees to all of the general requirements except for those disclosed by the firm in project proposal, listed on an attachment. 6. The proposal shall be valid for 120 days from January 15, 2008. Name of Firm: Probolsky Research LLC By: (Authorized Signature) Type Name: Adam D. Probolsky Title: Chairman & CEO City of Tustin -Citizen's Survey Project Proposal Probolsky Research LLC Page 14 of 14