HomeMy WebLinkAbout2014/04/10 - Additional Informationan or
CHULAVISTA
April 10, 2014
Office of the City Manager
T: Interested Parties
1�rFROND: City Manager James D. Sandoval
PE: City of Chula Vista Community Survey
As you are aware, the City of Chula Vista is developing an asset management program that will provide
the foundation for developing a fiscally sustainable infrastructure system/management strategy.
critical step in this process is to engage the community on identifying needs and to build broad
consensus a round priorities. The Asset i ianagernent Pr grarn Ad visor} Comm itte (AM PAC) has been
convened; a public opinion survey has been conducted; and GHD., an engineering, architecture and
environmental consulting company, has begun n inventory and assessment of the City's infrastructure
assets.
TB ' B Strategies and True Forth Research were contracted to assist City staff in conducting analysis and
providing strategic recommendations for gauging public awareness, securing public input and setting
priorities as the Asset Management Program is implemented. The attached report provides the results
of a resident surrey conducted in February by True North Research. The statistically reliable sturdy was
conducted to understand residents' satisfaction, priorities, and concerns as they relate to services,
facilities, and policies provided by the City. The survey results and analyses presented in the report will
provide Council and staff with information that can be used to make sound, strategic decisions in a
variety of areas, including performance measurement, plann ng, priority- setting, and budgeting.
The report presents a summary of findings as well as detailed question -bar- question discussion of the
results from the surrey by topic area. The report will be presented by True North Research at the April
1 , 2014 Council workshop. The presentation will be recorded and can be viewed under archived videos
of City meetings at www.chulavistaca.gov.
276 Fourth Avenue, Chula Vista, CA 91910 1 www.chiflavistaca.gov 1 619 691 -5031 1 fax (619) 409 --5884
Table of Contents. ■ ■ ■ r a ■ ■ ■ ■ ■ ■ r ■ ■ ■ ■ ■ a ■ ■ a r ■ ■ ■ ■ . ■ ■ ■ r ■ . ■ ■ ■ . ■ ■ ■ ■ ■ ■ ■ ■ . ■ ■ a ■ ■ ■ ■ ■ ■ . . . ■ . ■ ■ ■ ■ ■
List of Tables ■
Litof Figures ■..■..■■■■■■■■■■■■■■ a■■■■■■■■.....■■■. ■ ■ ■ ■ ■ ■ ■ ■ ■. ■ ■ ■..... ■ ■ ■ ■..0000■3i
Introduction i . ■ . ■ ■ r . . ■ ■ ■ ■ ■ a ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ a ■ ■ r ■ ■ . ■ ■ . . . . . ■ ■ ■ ■ . ■ ■ . ■ ■ ■ ■ . . ■ . ■ ■ ■ ■ ■ ■ . . . ■ ■ ■ . ■
. I
Purpose of Study ................•........ ...................•. ■ ■ ■ +......
1
Overview of f thod l r ........... ......................................
Organization of Report ....... . .......... . + .................. ■ . ■ ...........
2
Acknowledgements . . . . . . . . . . . . . . . . + . . + . . . , . . . . . . . . . . . . . . . . . ■ . . . . . . , . . . . .
Disclaimer..................... i + + + . . . . . . . . . . . . . . . . . . . . . + ..............
2
AboutTru North ..............++++....... ............. + + + +.............,
justt h L Fact ■ ■ ■ ■ ■ ■ ■ ■ ' " i ■ r ■ ■ ■ ■ ■ . ! ! ■ r ■ ■ ■ ■ ■ ■ ■ a a ■ 2 r a ■ ■ a ■ ■ i w ■ ■ ■ . ■ ■ P r ■ 1 ■ ■ ■ ■ ■ ■ ■ ■ ■ r ■ ■ ■ ■
■ 3
Qualityof Life .............■ i............. ...,.......■■..................
City Services Priorities ■ . ■ . ■ ■ . ....................... ■ ........... , ... + .. ■
Local Governance. . .............. .............................i.
Communication ■■......_......... ..,... + ........................
4
Conclusions ■ ■ ■ ■ r ■ r . . . . r . . ■ ■ ■ ■ ■ ■ ■ ■ ■ r ■ ■ ■ ■ ■ ■ ■ a ■ ■ i ■ ■ r ■ ■ ■ ■ ■ . ■ ■ ■ ■ r ■ ■ ■ ■ ■ a ■ ■ a r r . ■ ■ r . ■ . . ■ ■ S
Quality of Life. .■ ■.......P.......... 7
Overall Quality of Life +..■ .................. .......................... + + +..
Question. i . . ■ . ■ . ■ ■ . . . . . . . . s . . . . . . . . . . . . . . + . . . . . . . . . . . . . . . . . . . . . . . .
Ways to Improve Quality of Lif .............. ....... +..............,.F..,...
Question3 ■■■....■ ................... ...............................
Importance fIssues . ■ ...................■ 6.144■.....,........,... .0666..
9
Question4 . . . . . + ................. �.,. .■■.................,.■...■....
City e r Y i & P riorities ■ ■ ■ ■ ■ r ■ ■ ■ r ■ ■ ■ ■ ■ ■ ■ ■ r r ■ ■ ■ ■ . . . ■ ■ ■ a ■ ■ a ■ ■ ■ ■ ■ a ■ . i . ■ ■ ■ . . ■ ■ ■ a ■ ■
�
■ �f
Overall Satisfaction. .................. + + ..... , ...........................
10
QuestionS ................. + + + ■ + i + . . . . . . . . . . . . . . . . . + , . . . . . . . . . . . . . .
10
Need for Additional Money.... , .. , ■ ■ . . ■ ................. . . . + ..............
11
Question.................■■■+..... ...............................
1
Funding Priorities ......... . ...... + . ■ ................... + ■ + ............. ,
1
Question7 ....................■..... .............,.................
14
Localr ■ ■ a l ■ c e ■ . ■ ■ a . ■ r ■ . ■ . ■ ■ ■ ! ! ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ a ■ ■ ■ a ■ ■ ■ Y r i ■ ■ ■ ■ . ■ . ■ ■ ■ ■ r ■ ■ ■ ■ ■ ■ ■ ■ ■ . ■ . ■
■
Perceptions of City Government .. + ■ ..................... ■ . + ................
1
Question
1
Attention Paid to Your City Government .. + .... ...............................
1
Question9 .................+........ ...............................
1
CityStaff ....................+■+....... ...............................
17
Question10 ..............+.■........ ............ ■..................
17
Customer Service 6 ........... ............. ■.........,.......
1
Question11....... ■. + .............. ..........F...................■
Communication. ■ . ■ ■ ■ . ■ . . . ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ a ■ ■ ■ a ■ ■ ■ . ■ ■ r ■ ■ ■ • . . ■ ■ ■ ■ a ■ ■ ■ ■ ■ ■ ■ ■ r ■ r . . ■ ■ ■ ■ ■ . ■ ■
X19
d 0
Overall tisfa ti n ....................... ....■■...................■ +....
20
Question1 ......................... +F +i. ■...........,,............
20
Sources of Information . . . . . . . . . . . . . . . . . . ■ ■ . + ..... . . . . . . . . ...... ■ + ........
Question13 . . . . . . . . . . . . . . . . . . . 1 + . . • . . • . . . . . a , . . . . . . . . , + . . • . . . . . . . . .
+211y
2 is
CityV bsit ..................+++....... ............... ■...............
22
Question14 ......................... ...............................
2
Communication Preferences+ + . ■ ............. . ......... + ...................
24
Question1 , . ... . + . . . . . . . . . . . . . . . . . . . . . . ■ i ■ m ■ ■ ■ . a . . . . . . . . . . . . . . . . . . +
24
Background & r and Demographics ■ r ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ . ■ ■ ■ . . . . . a ■ ■ ■ ■ ■ a ■ ■ ■ ■ ■ . . ■ r ■ ■ ■ ■ F . ■ ■ . ■ ■
2
Methodology. r ■ ■ ■ . ! . ■ ■ ■ ■ ■ ■ a ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ . r r ■ . ■ ■ . ■ ■ ■ ■ ■ z ■ a ■ ■ ■ . . ■ r ■ r ■ ' ■ ■ ■ ■ ■ ■ ■
27
Questionnaire Development .. . ........... . 6666 ■ .. + ............... ■ .. + 6666.
Programming, Tr nslati n & Pre- Test ................. 6666
7
City of Chula Vista True North Research, Inc. O 2014
EEE�M7
1
Sample ..............................................................
Statistical Margin of Error .................................................
Data Coll ti n .......................... ...............................
Data Processing ......................... ...............................
Rounding.............................. ...............................
Questionnaire T Alin .........................................................
City of Chula Vista True Forth Research, Inc. @ 2014
LIST O F T A B L E S
Table i City Information Sources by Overall Satisfaction & Age .....................
Table 2 Effectiveness of Communication methods by Overall Satisfaction & Age ........
Table 3 Demographics of Sample .... ............................... t .......
City of Chula Vista True North t Research, Inc. Q 2014
LIST O F F I G U R E S
Fig ure I ualityofLife ...................... .d....,.......,.1. %tP..........
Fig ure Quality of Life by Years in Dula Vista I Age & Party ........................ .
Figure 3 Quality of Life by Child in Hsld, Hsld Income & Gender ................. . ... .
Figure 4 Changes to Improve Chula vista ............. 1 ......... , . 1 . . . . . . . . . . . , ,
Figure 5 Importance of issues . . . . . . . . . . . . . . . . ............................. . . .
Figure 6 Overall Satisfaction .................. 4 ............. 4 , ............. .
Figure 7 Overall Satisfaction by Years in Chula Vista, Age & Party ................... .
Figure 8 Overall Satisfaction by Children in Hsld, Hsld Income & Gender........ .. . .
Figure 9 Need For Additional Money. . . ................. . .....................
Figure 10 Need for Additional Money by Years in Chula vistas, Age & Party ..............
Figure 11 bleed for Additional Money by Child in Hsld, Hsld Income & Gender ... 4 .......
Figure 12 Spending Priorities ......... 4 ................. . .......... d , P .......
Figure 13 Agreement With Statement About Chula vista ............................
Figure 14 Attention Paid to City Issues, Decisions & Activities............ 4 ...........
Figure IS Attention Paid to City Issues, Decisions & Activities by Years in Chula vista,
Age& Party ....................... ... +..,.........1..,.........,1
Figure 1 Attention Paid to City Issues, Decisions Activities bar Child in Hsld, Hld
Income & Gender ...... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Figure 17 Contact With City Staff in Past 12 Months .. 4 ........................... .
Figure 18 Contact With City Staff in Past 12 Months by Years in Chula Vista, Age
Party. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Figure 1 Contact With City Staff in Past 12 Monts by Child in Hsld, Hsld Income
Genderr . . . . . . . . . . . . . . . . . . . . . . . . . . i . . . . . . . . . . . . . . . . . . . . . . . , . . . ■ . .
Figur-e 20 Perception of City Staff .......... , . .. ........... . . . . . . ............. .
Figure 21 Satisfaction With Communication ............................. 4 .......
Figure 22 Satisfaction With Communication by Years in Chula Vista, Age & Part} .........
Figure 23 Satisfaction With Communication by Child in Hsld, Hsld Income & Gender ......
Figure 24 City Information Sources ..................... 4 ........... . . .........
Figure 25 City Webs ite visit in Past 12 Months ...................................
Figure 26 City Website visit in Past 12 Months by bears in Chula vista, Age & Party .......
Figure 27 City Website visit in Past 12 Months by Child in Hsld, Hsld income & Gender ... .
Figure 28 Effectiveness of Communication Methods . ..... . . . . . . . ................. .
Figure 29 Maximum Margin of Error Due to Sampling .............. . . . ............ .
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City of Chula Vista True North th i e se a , Inc. 0 2014
1 NTRODUCTION
The City of Chula vista is located at the center of one of the richest cultural, economic and envi-
ronmentally diverse zones in the United States. It is the second - largest city in San Diego County
with an estimated population of 251 t i 3 resrdents.T Chu las vista boasts more than 5o sq uare
,miles of coastal landscape, canyons, rolling hills, mountains, and a variety of natural resources
and quality infrastructure. The City's dedicated team of full - time and part - time employees pro-
vide a full suite of services to residents and local businesses.
To monitor its progress in meeting residents' needs, the City engages its residents on a daily
basis and receives periodic subjective feedback regarding performance, planning and policy mat-
ters. Although these informal feedback mechanisms are a valuable source of information for the
City in that they provide timely and acCUrate information about the opinions of specific resi-
dents, it is important to recognize that they do riot necessarily provide an accurate picture of the
community as a whole. For the most part, informal feedback ,mechanisms rely on the resident to
initiate feedback, which creates a self - selection bias. The City receives feedback only from those
residents who are motivated enough to initiate the feedback process. Because these residents
tend to be those who are either very pleased or very displeased regarding a particular issue, their
collective opinions are not necessarily representative of the City's resident population as a
whole.
I P01 F C The ,motivation for the current study was to design and employ a
methodology that would avoid the self - selection bias noted above and thereby provide the City
with a .statrticlly i-eliable understanding of its residents' satisfaction, priorities and concerns as
they relate to services, facilities and policies provided by the City. Ultimately, the survey results
and analyses presented in this report will provide Council and staff with information that can be
used to make sound, strategic decisions in a variety of areas, including performance measure-
ment, planning, priority - setting, and budgeting.
To assist in this effort, the City selected True North Research to design the research plan and
conduct the study. Broadly defined, the study was designed to:
• Identify key issues of importance for residents, as well as their perceptions of the quality of
life in Chula vista.
Measure residents' overall satisfaction with the City's efforts to provide municipal services.
Identify how residents prioritize among a variety of services, facilities and projects that
could be funded in the futon.
Evaluate perceptions of local government and customer service.
• Determine satisfaction with (and perceived effectiveness of ) the City's communication with
residents.
Collect additional background and demographic data that is relevant to understanding resi-
dents' perceptions, needs, and interests.
1. OUrC : California Department of Finance estimate.
City of Chula Vista Tare North Research, Inc. 0 2014
0WRVII�M OF mr- rrioi-)oll OGY A full description of the methodology used for this
study is included later in this report (see Methodology on page . In brief, a total of 400 ran -
domly selected registered voters participated in the survey between February 5 and February 12,
201 4. Telephone interviews were conducted in English or Spanish according to the respondent's
preference, and the average interview lasted 15 rninUtes.
ORGANIZAA-10N of REVD T This report is designed to meet the needs of readers who
prefer a summary of the findings as well as those who are interested in the details of the results.
For those who seek an overview of the findings, the sections titled just the Facts and Conclusions
are for you. They provide a summary of the most important factual findings of the surrey in bul-
let -point format and a discussion of their implications. For the interested reader, this section is
followed by a more detailed question-by-question discussion of the results from the survey by
topic area (see Table of Contents), as well as a description of the methodology employed for col-
lecting and analyzing the data. Arid, for the truly ambitious reader, the questionnaire used for
the interviews is contained at the back of this report and a complete set of crosstabulations for
the surrey results is contained in Appendix A, which is bound separately.
K N0W EDG F 1".N" True Forth thanks the City of Chula Vista for the opportunity to
assist the city in this important effort. A special thanks also to city staff, as well as Jared Boigon
and Amanda Brown - Stevens of TBIIB, for providing their valuable input during the design stage
of this study. Their collective expertise, local knowledge, and insight improved the overall qual-
ity of the research presented here,
01I� C I � A I M F P The statements and conclusions in this report are those of the authors
Dr. Timothy f cLar'ney and Richard arles at True North Research, Inc. and not necessarily those
of the City of Chula vista. Any errors and omissions are the responsibility of the authors.
ABOO-f- TRUE NORTH Truce North is a full - service survey research firm that is dedicated to
providing public agencies with a clear understanding of the values, perceptions, priorities and
concerns of their residents and customers. Through designing and implementing scientific sur-
veys, focus groups and one-on-one interviews, as well as expert interpretation of the findings,
True North helps its clients to move with confidence when mating strategic decisions in a variety
of areas—such as planning, policy evaluation, performance management, organizational devel-
opment, establishing fiscal priorities, and developing effective public information campaigns.
During their careers, Dr. McLarney (President) and fir. Sarles (Principal Researcher) have
designed and conducted over 800 survey research studies for public agencies, including more
than 300 studies for California municipalities and special districts.
City of Chula Vista True North Research, Inc. 0 2014
J u s T .I f.E is F-' n c: T s
The following is an outline of the main factual findings from the resident surrey. For the reader's
convenience, we have organized the findings according to the section titles used in the body of
this report. Thus, to learn more about a particular finding, simply turn to the appropriate report
section.
QUAL111"Y OFAIFE
The vast majority 7 of respondents shared favorable opinions of the duality of life in
Chula Vista, with 4% reporting it is excellent and stating it is good. dust 12% of resi-
dents indicated that the quality of life in the city is fair, and less than 1 of residents used
poor or very poor to describe the duality of life in Chula Vista.
When asked in an open -ended manner what the City could change to make Chula Vista a bet
t r place to lire, approximately one - quarter of respondents 26 were either unsure (17%
or indicated they desired no changes from the City (9, Regarding specific suggestions,
improving street and road repair/maintenance 11 , improving public safety (11%), and
improving the quality of education in local schools g were the most common mentions.
• when presented with a list of specific issues and asked to rate the importance of each, main -
taining the quality of education in local schools received the highest percentage of respon-
dents indicating that the issue was either extremely or very important (93%), followed by
creating jobs and improving the local economy (93%), protecting the supply of water (93%),
reducing crime and gang activity (86%), and maintaining the quality of city services, facilities
and infrastrLi Lure (79%).
• Reducing traffic congestion (71%), improving local property values (70%), and preventing
local tax increases 69 were viewed as somewhat less important.
CTIN SERVICES & RIO ITI S
More than four -in -five Chula Vista residents indicated they were either very satisfied
{ or somewhat satisfied 7% with the City's efforts to provide municipal services, just
1 of respondents indicated that they were dissatisfied with the City's overall performance,
and an additional indicated that they were unsure or unwilling to share their opinion.
Overall, 9 of resident voters perceived that the City has a great need for additional money
to provide services and facilities to residents, and are additional felt that the City's need
for additional ,money was moderate. Approximately 16 perceived that the City has little or
no need for additional money for these purposes, whereas 6% were unsure.
When provided with an opportunity to prioritize among a list of programs and projects that
could receive funding in the future, improving fire protection and paramedic services was
assigned the highest priority 9 high or medium priority), followed closely by improving
response tirties for 9 -1 -1 emergencies (92%), improving the repair and maintenance of city
streets (91%), building water recycling systems to catch, clean -up, and reuse rainwater run -
off to irrigate landscapes and preserve clean drinking water (91%), and repairing sidewalks,
curbs and gutters where needed 96.
At the other end of the spectrum, resident voters viewed trimming street trees on a regular
basis 6, adding new parks, sports fields, and recreation facilities 6, and expanding
services for seniors 7 as lower priorities.
City of Chula Vista True North Research, Inc. 2014
LOCAL GOVERNANCE
i Overall, 7 of residents with an opinion agreed that the City is responsive to residents'
needs and 7 said that they trust the City of Chula Vista,
• The levels of agr enn nt were somewhat louver with regard to the City managing its finances
well 3 and listening to residents when making important decisions (71%).
Sixteen percent 1 of respondents claimed they are very attentive to natters of local g v-
ernr ent, 5 3% s me chat attentive, and 19% slightly attentive. An additional 1 I of respon-
dents stated they do not pay any attention to the activities of the City of Chula Vista
•
Approximately one -third 32 of respondents indicated they had been ire contact with City
of Chula Vista staff in the past 12 months.
More than nine -in -ten residents who had contacted city staff during the prior 12 months
rated staff as helpful (94%), professional (94%), and accessible (95%).
COMMUNICATION
Overall, 73 of respondents ind'r apt d they we re satisfied with the City's efforts to r rn u n i-
cate with residents through newsletters, the Internet, television, and other means. The
remaining respondents were either dissatisfied with the City's efforts in this respect 23 or
unsure of their opinion ,
The most frequently cited source for city - related information was the Internet in general
, followed by television news (38%), and the U -T Barr Diego (2 5 . All other individual
sources were mentioned by fewer than 10% of respondents, including the Star News (9%),
City Newsletters (9%), and the City's uvebsite .
Half 9 of residents surveyed indicated that they had visited the City's website at lust
once during the 12 months preceding the interview.
When asked to rate various city - resident communication charnels in terms of their effective-
ness , respondents indicated that the City's webs ite was the most effective channel 1 very
or somewhat effective), followed b n online form that solicits and collects resident feed-
back on current topics , and postcards, letters, and newsletters mailed to the home
(i.e., direct mail) (78%).
More than two-thirds of residents also indicated that To wnhall meetings (75%), televised
Council meetings (73%), email (72%), and advertisements in local papers % would be
effective channels for the City to communicate with them.
• Although fewer residents indicated that social media life Facebook or Twitter 64 and a
City blog (60%) were effective methods of communication, a majority still viewed these chan-
nels as at least somewhat effective.
City of h I Vista True North h Research, Inc. @ 2074
N(:I.USIONS
As noted in the Introduction, this study was designed to provide the City of Chula Vista with a
statistically reliable understanding of its residents' satisfaction, priorities and needs as they
relate to services and facilities provided by the City. As such, it can provide the City with informa-
tion needed to make soUnd, strategic decisions in a variety of areas — including service improve -
ments and enhancements, measuring and tracking internal performance, budgeting, and
planning. Whereas subsequent sections of this report are devoted to conveying the detailed
results of the surrey, in this section we attempt to `see the forest through the trees' and note
how the collective results of the survey answer some of the key questions that motivated the
research.
The following conclusions are based on the True North's interpretations of the results, as well as
the fit-in's collective experience conducting hundreds of similar Studies for cities throughout the
State.
How do residents view Chula Vista residents have a high opinion of the quality of life in the City.
the u lity of life and Nearly nine -in -ten residents rated the quality of life in Chula Vista
u lity of municipal . r- as either excellent or good, and this perception was also widely shared
vices and facilities in
011110 Vista? among resident subgroups, regardless of how long they had lived in
Chula Vista, age, partisanship, presence of a child in the hone, house-
hold income, gender and other characteristics, at least 5% of respon-
dents in everysubgrOUp rated the quality of life in the city as at excellent
or good.
Mirroring residents' high opinions of the quality of life in the City were
their perceptions of the City's overall performance in providing munici-
pal services and facilities. More than four -in -five Chula Vista residents
indicated they were either very satisfied or somewhat satis-
fied 4 with the City's efforts to provide municipal services. On this
topic as well, residents displayed striking consistency in their opinions.
At least of respondents in every subgroup indicated that they were
generally satisfied with the city's performance in providing municipal
services.
What issues and In addition to measuring current levels of satisfaction with the City's per-
improvements do resi- formance, one of the goals of this study was identify ways the City can
dents vier as priorities? be improved from residents' perspectives. Considering the detailed list
of priorities for future city funding provided in the body of this report
(see Funding Priorities n page 1 and residents' open -ended responses
about ways that the City can improve the quality of life in the city (see
Ways to Improve uality of Life on page , it is clear that residents pri-
oritize public safety (improving fire protection, paramedic, police and -
1 -1 services), public works (repairing and maintaining streets, sidewalks,
curbs and gutters), and innovative resource management projects (build -
ing water recycling systems to catch, clean -up, and reuse rainwater run -
off to irrigate landscapes and preserve clean drinking water). To the
City of u Vista True North Research, Inc. 2014
extent these projects and services can help create jobs and improve the
local economy, they also align well with residents' great interest in eco-
nomic development.
Is there can opportunity Chula Vista residents are generally satisfied with the City's efforts to
to improve City-resident communicate with them through newsletters, the Internet, television,
communication? and other means. Overall, 73% indicated that they were satisfied with the
City's efforts in this respect, and opinions on this matter were also con-
sistent across resident subgroups.
Although current levels of satisfaction are respectable, the survey also
revealed clear opportunities to enhance city - resident communication in
the near future. In True North's experience, a high level of satisfaction
relative to a city's communication efforts is generally associated with
and likely caused by a greater reliance among residents on city-spon-
sored sources of information such as newsletters, websites, and related
publications. One of the striking patterns in the survey is that Chula
Vista residents are primarily relying on secondary sources including the
Internet, television news, and -T San Diego rather than city-sponsored
sources and publications. In fact, just g% of residents cited city newslet-
ters and % the City's website when asked what information sources they
currently use to find out about City of Chula Vista news, events and pr -
granis.
To the extent that the City can increase readership of city newsletters
and direct mail, attract more frequent visits to the City's w bsite, and
enhance other communications efforts, it will substantially improve not
only residents' satisfaction with the City's communication efforts, but
also their knowledge and understanding of City issues, activities and
important infrastructure challenges. The survey provides guidance as to
the specific communication channels that residents view as most effec-
tive, as well as how these perceptions vary across subgroups (see Com-
munication Preferences on page .
City of Chula Vista True North Research, Inc. @ 2014
Q U A L I T Y 0 L I F [
The opening series of questions in the survey was designed to assess residents" perceptions of
the quality of life in Chula Vista, as well as their ideas for what the city government could do to
improve the quality of fife in the city—now and in the future.
W-ItA# I CRIALITY OF LIFF At the outset of the interview, respondents wer asked to
rate the quality of life in the city using a five -point scale of excellent, good, fair, poor, or very
poor. As shown in Figure l below, the Vast majority of respondents shared favorable opin-
ions of the quality of life in Chula Vista, with reporting it is excellent and stating it is
good. just 1 of residents indicated that the quality of life in the city is fair, and Iess than 1 of
residents used poor or Very poor to describe the quality of life in Chula Vista.
Question 2 Haw would you rate the overall quality of life in Chula Vista? would you say it is
excellent, good, fair, poor or eery poor?
FIGURE 1 QUALITY of LIFE
Poor Very poor
0.5 0.4
Fair _blot Sure
11.E 0.1
Excellent
34.1
Good
53.1
For the interested reader, Figures 2 and 3 show
how ratings of the quality of life in the city varied
by gears of residence in Chula Vista, age, parti-
sanship, presence of a child in the home, house -
hold income, and gender. Although there were
Variations between subgroups ( most notably by
household income), at least of respondents
in every subgroup rated the quality of life in th e
city as excellent or good.
FIGURE 2 QUALITY of LIFE BY YEARS IN CHULA VISTA, AGE & PARTY
100
0
80
TO
ood•1 i ,F
69.0
50
OL
0
40
0
20
1
0 02=.,
Le s s th an S to 9
5
10 to 14 15 or more
Years in Chtala Vista Q 1)
It
30 to 39 40 to 4
Age
. _LVLM
50 to 64 65 or ofde De moc rat Re publican Othe r
DT
City of Chula Vista True North Research, Inc. 0 2074
A URF 3 QUALITY OF LIFE BY CHILD IN FIsLD, H LD INCOME & GFNDER
100
90
90
70
D
o 50
CL
V)
'V 40
0
30
20
10
0
o Less than
$25K
Hstd (D)
$ 5Kto S50K to S75K to $1OOKto
$49K S74K $99K S14 9K
Hsld Income ( D4)
$1 50K or
More
WA 'N' I MPROV I: 11AI FF 1 1.,1P Respondents were next asked to indicate one
thing the city government could change to make ChUla vista a better place to lire, now and in
the future. This question was asked in an open- ended nnanner, which allowed respondents to
mention any improvement that came to mind without being prompted by or restricted to a par-
ticular list of options. True North later reviewed the verbatim responses and grouped them into
the categories shorn in Figure 4,
Question 3 If the city governmenr could change one Thing to make Chula Vista a better place to
live now and in the future, what change would you like to see?
FIGURE E CHANGES T O IMPROVE CHULA VISTA
Not sure Cannot th Ink of anything
Improve, repair roads, streets
1 1 1.0
Improve public safety
� � 10.7
No changes needed
1Md 9.3
Improve schools, edracation
9.1
Improve local economy, attract businesses �
5.
Improve government, leadership
5.1
Increase jobs, attract mployers
4.3
f
fricrease public transportation
4.
Improve environmental efforts
..ice 3.7
Reduce traffic congestion
3 -7
Limit growth, development
3.5
Reduce City taxes, fees
13.2
Reduce utility rates, fees a
12.4
Provide additional park, rec facilities
2.4
Provide more entertainment options
11.9
Improve waterfront areas i
11.6
Reduce government spending
1.2
Address Immigration issue
I 1.2
Provide more affordable hosing 1
1.1
0
5 10
S Respondents
1 1 , s
15 20
Ci ty of Chula Vista True North Research, Inc. 201
Approximately one-quarter of respondents were either unsure of a charge that would
male Chula vista a better place to live 1 or indicated they desired no changes from the City
(9%). Regarding specific suggestions, improving street and road repair/maintenance (11%),
improving public safety 1 1 , and improving the duality of education in local schools % were
the most common rnentiorns.
IMPOP_Ar, ir-r: o .. whereas Question 3 asked respondents in an open -ended nn n-
ner to identify changes they felt would improve the quality of life in Chula vista, Question 4 pre -
sented respondents with the list of specific issues shown on the left of Figure 5 and asked that
they rate each issue in terms of its importance. Because the same response scale was used for
each issue, the results provide an insight into how important each issue is on a scale of impor-
tance as well as how each issue rands in importance relative to the other issues tested. To avoid
a systematic position bias, the order in which the issues were react to respondents was random-
ised for each respondent.
Figure 5 presents each issue tested, as well as the importance assigned to each issue by survey
participants, sorted by order of importance. 2 Overall, maintaining the quality of education in
local schools received the highest percentage of respondents indicating that the issue was either
extremely or very important (93%), followed by creating jobs and improving the local economy
9, protecting the supply of water 9, reducing crime and gang activity , maintaining
the quality of city services, facilities and infrastructure (79%), and protecting the environment
(77%). Reducing traffic congestion (71%), improving local property values , and preventing
local tax increases 9 were viewed as somewhat less important.
Question 4 Next, I'm going to read a list of issues facing your community and for each ore,
please tell me how important you feel the issue is to you, using a scale of extremely important,
very important, somewhat important or not at all important.
RGU E 5 IMPORTANCE of ISSUES
Maintaining quality of education in local schools
creating jobs and iwproving local economy
Protecting supply of water
Reducing crime and gang activity
Maintaining City services, Facilities, infrastructLire
Protecting the environment
Reducing traffic congestion
Improving local property values
It Preventing local tax increases
CY
IaExtfernely fmpoaant II Ve iy itriportarit
56,9
41,8 44.3 `
51.51.
44.9 41 A
5-.8 510
35.5 41.5
26A 44.9
23:2- 47.0
27-A 41.
0 10 20 30 40 50 60 70 s0 90 100
Respondents
2. IssUes were ranked based on the percentage of respondents who indicated that the issue was either
extremely important or very important.
City of Chula Vista Tare North Research, Inc, 0 2014
CITY FRvic:FS & P FzioRi 1 ii:s
After measuring respondents' perceptions of the quality of life in Chula Vista, the survey next
turned to assessing their opinions about the City's performance in providing municipal services,
their perceptions of the City's need for additional revenue, as well as residents' priorities for
future city spending,
OVIA ALL SATISFACTION The first question in this series asked respondents to indicate
if, overall, they were satisfied or dissatisfied with the job the City of Chula vistas is doing to pro-
vide municipal services and facilities. Because this question does not reference a specific pro-
gram, facility, or service and requested that the respondent consider the City's performance in
general, the findings of this question may be regarded as an overall performance rating for the
City.
Question en r lly speaking, ing, are you s tis fled or dissatisfied with the job the City of Chula
Vista is doing to provide city services and facilities?
FIGURE 6 OVERALL SATISFACTION
Very Not sure Refused
dissatisfied 4.1 0.5
s.
Somewhat
dissatisfied very
.4 satisfied
x 36.0
Somewhat
satisfie d
46.8
As shown in Figure 6, more than four -in -five Chula Vista residents indicated they were
either very satisfied ) or somewhat satisfied 4 with the City's efforts to provide MUni i-
pal services and facilities. just 1 of respondents indicated that they were dissatisfied with the
City's overall performance, and an additional 5 indicated that they were unsure or unwilling to
share their opinion.
Figures 7 and 8 on the next display how the percentage of respondents who were satisfied with
the City's overall performance varied across a host of demographic subgroups. -I -fie most strik-
ing pattern in the figures is that the high level of satisfaction expressed by residents as a whole
was also generally shared by a[I subgroups. At least % of respondents in every subgroup indi-
cated that they were generally satisfied with the city's performance in providing municipal ser-
vices.
City of Chula Vista
t
True North Research, Inc. @ �10 f t
FIGURE 7 OVFRALL SATISFACTION BY YEARS IN CHULA VISTA, AGE & PANTY
100
9G
0
70
tA
6 0
to ,+�
`t V
30
0 +
10
D
Less than
5
Y(
F1
I. r
■
ra i
#
30 to 39 40 to 49 50 to 64 65 or older'Derr7ocrat Republican Other
DTS
Age I Party
AGURE 8 OVERALL SATISFACTION BY CHILDREN IN H LD, H LD INCOME & GENDER
100
0
0
70
4/S
0
0 50
OL
Sl J
`t ,+�
0
30
20
10
0
47.8-1
•
HsId ( D )
�a y'
i
Less than S25Kto $50K to S75K to S1 OOK to 1 50K or Male
5K 49 $74K $99K S149K more
HsId Income ( D4) Gene
ADD I'll 0NA All respondents were next queried about the City's
need for additional money to provide services and facilities to residents, Overall, 6 of voters
perceived that the City has a great need for additional rn n y for this purpose, and an additional
felt that the City's need for additional money was moderate (see Figure 9 on next page).
Approximately 16% perceived that the City has little or no need for additional money to provide
services and facilities to residents, and 6 were unsure. Figures 10 and 1 1 display how percep-
tions f the City's need for additional money t provide services and facilities to residents varied
across ley subgroups.
City of Chula Iis to True forth Research, Inc. @ 2014
QUe tion 6 How would you rate the City's reed for additional money to provide services and
facilities to residents? Would you say it has a great geed, moderate creed, little reed, or no need?
FIGURE 9 NEED FOR ADDITIONAL MONEY
Not sure Refused
None 5.7 .5
Great
Little 30.3
8.2
Mode rate
47.5
FIGURE 10 NEED FOR ADDITIONAL MONEY BY YEARS IN CHULA VISTA, TA, AGE & PARTY
100
90
0
7
tA
60
0
50
�L
LA
aj 40
CC
30
20
16
9
It.
ti
45.7 43.5
r
'5. 33.6 33.5.
Fears in Ch ula Vista (Q1)
r* I I, %
0 to 39 40 to 49 50 to 4 65 oroldeJ Democrat Republican Other
DT
Age
Part}
City of Chula Vist a True North th Research, Inc. @ 201
FIGURE 11 DEED FOR ADDITIONAL MONEY BY CHILD IN HSLD, HsLD INCOME & GENDER
100
0
80
70
Z 60
6 50
CL
4
30
0
10
0
1
s3
25Kto S50Kto S75K to $100Kto $150K or
49K S74K $99K $149K more
Hs1d Income (QD4)
Male Female
Gender
C=UNI. iN G P i RITIl,1� It is often the case that residents' desires for public facilities and
programs exceed a city's financial resources. In such cases, a city rust prioritize projects and
programs based upon a variety of factors, including the preferences and needs of residents.
Question 7 was designed to provide Chula Vista with a reliable measure of hover resident voters,
as whole, prioritize a variety of projects and programs to which h the City could allocate
resources in the future. The format of the question was straightforward: after informing respon-
dents that the City does not have the fiinan ial resources to fund all of the projects and pr grams
that may be desired by residents, respondents were asked whether each project or program
shorn in Figure 12 should be a high, medium, or low priority for future city spending —or If the
City should not spend money on the project at all. To encourage a sense of competition, respon-
dents were instructed that not all of the projects and programs could be high priorities.
The projects and programs are sorted in Figure 12 from high to love based on the percentage of
respondents who indicated that an ite m was cat least a m ed i um priority for future city spending.
Among the projects and programs tested, improving fire protection and paramedic services was
assigned the highest priority 9 high or medium priority), followed closely by improving
response times for 9 -1 -1 emergencies (92%), improving the repair and maintenance of city
streets (91%), building water recycling systems to catch, clean -up, and reuse rainwater runoff to
irrigate landscapes and preserve clean drinking water (91%), and repairing sidewalks, curbs and
cutters where needed (90%).
At the other end of the spectrum, resident voters viewed trimming street trees on a regular basis
(68%), adding new parrs, sports fields, and recreation facilities , and expanding services for
seniors (75%) as lower priorities.
City of Chula Vista True North Research, Inc. @ 201
Question 7 The City of Chul a Vista has the financial resources to provide some of the services,
facilities and projects desired by reside n ts. Because it can't fu n d eery project, howeve r,, the City
must set priorities. As I read the following items, please indicate whether you think the City
should retake the item a high priority, a medium priority, or a lover priority for city spending. if
you feel the City should not spend any money on this item., just say so. Please keep in mind that
not rll of the items can be high priorities.
FIGURE 12 SPENDING PRIORITIES
N Improving fire protection and paramedic services
CY
Improving response times for -1 -1 emergencies
CY
N Improving the repair and maintenance of city streets
CY
CY
Building water recycling systems
Repairing sidewalks, curbs and gutters where needed
CY
Improving police services
CY
Expanding services for seniors
CY
N Improving maintenance of libraries, r-ec centers, other facilities
CY
Installing stoma drain devices to reduce water pollution
Improving maintenance of police, public works vehicles, equip
Improving the maintenance of parks, trails and open space areas
Improving maintenance of street rnedians and public landscapes
Faster removal of graffiti
CY
Expanding services for seniors
Adding new pans, sports Fields and recreation facilities
Trimming street trees on a regular basis
■High priority NMedium priority
0 10 20 30 40 50 60 TO 80 90 100
% Respondents
City of Chula Vista True North Research Inc. 2014
f
I
L O C A L G O V E R N A N C E
Although much of the survey focused on residents' satisfaction with the City's efforts to provide
specific services, like other progressive cities Chula Vista recognizes there is more to good local
governance than simply providing satisfactory services. Do residents perceive that the City is
accessible and responsive to residents' needs? Do residents feel that staff serves their needs in
professional manner? Flow well do residents trust the City, and do they view the City as fiscally
responsible? Answers to questions like these are as important as service or policy - related ques-
tions in measuring the City's performance in meeting residents' needs. Accordingly, they were
the focus of the next section of the interview.
PERC 1-11—1() N S OF '!'s 1Y v()VF I 1MEN1 The first question in this series was designed
to profile respondents' perceptions of city government on a variety of dimensions, including fis-
cal responsibility and responsiveness. For each of the four statements shown in truncated form
along the bottom of Figure 13, respondents were asked whether they agreed or disagreed with
the statement, or if they had no opinion. The percentages shown in the bars are among those
who provided an opinion, whereas the percentages shown in brackets below the column labels
indicate the percentage of respondents who had an opinion.
Overall, of residents with an opinion agreed that the City is responsive to residents' needs
and % said that they trait the City of Chula vistas, The levels of agreement were somewhat
lower with regard to the City managing its finances well and listening to residents when
making important decisions (71%).
Question 8 Next, I'm going to read you a series of statements about the City of Chula Vista. For
each, I' d like you to tell me whether you agree or disagree with the statement.
FIGURE 13 AGREEMENT WITH STATEMENT ABOUT CHULA VISTA
100
90
0
.a
80
4
v
70
0
60
ti
a_
0 50
40
c
30
0
a
a 20
CIN 101 1 19'
0
City is responsive to
residents' needs
[83%)
WStrongly
disagree
Somewhat
disagree
t
} omewhat
agree
jo S trongly
ag re e
City does a good jab City Uste its to residents I trust the City of Chula
managing its finances when making decisions Vista
[76%) [80%] [86%1
8 Agreement with statements AOLI Mnda Vista .. .
City of Chula Vista to True North Research, It c. O 201
MATNT10N PA1 1 0 Y01 IR CITY 1M /V 1\AFN1 I The next question in this series
asked respondents to rate hover attentive they are to the issues, decisions, and activities of the
Chula Vista city government using a scale of very attentive, somewhat attentive, slightly atten-
tive, or not at all attentive. overall, 1 of respondents clai rned they are very attentive to matters
of local government, 5 3% sonnewhat attentive, and 19 slightly attentive. An additional 11 of
respondents stated they do not pay any attention to the activities of the City of Chula Vista {see
Figure 14).
tae t i o n 9 How much attention rho you pay to the issues, decisions and activities of u City
government? Would you say that your are very attentive, somewhat attentive, slightly attentive,
or not at oll attentive?
FIGURE 14 ATTENTION PAID To CITY ISSUES, DECISIONS & ACTIVITIES
Not at all Not SUre very
attentive 1.4 attentive
10.5 16.1
Slightly
attentive i'
18.7
Somewhat
attentive
53.4
Figures 15 and 16 display how attentiveness to
local government differed across a variety of
demographic subgroups. in general, those
between the ages of 30 and 49, Republicans, and
residents whose households early between
0,0 and $99,999 annually were somewhat
more likely than their respective counterparts to
state they are at least somewhat attentive to the
issues, decisions, and activities of the Chula Vista
city government.
FIGURE 15 ATTENTION PAID To CITY ISSUES, DECISIONS ter ACTIVITIES BY YEARS IN CHULA VISTA, AGE & PARTY
100
90
o
TO
0
0 50
CL
V)
a� a� 40
30
0
10
0
City of Chula Vista {True North Research, e h, Inc. @ 201
FIGURE 16 ATTENTION PAID TO CITY I sUEs, DECISIONS & ACTIVITIES BY CHILD IN HSLD, W LD INCOME & GENDER
100
0
80
70
tA
60
0 50
a
40
30
0
10 Very
0 11.2
Yes
Child in Hs
Fe wale
nder
(Try,
1� 5Ij The next question in this series asked if the respondent had been in contact
with City of Chula Vista staff in the 12 months prior to the interview. As shown in Figure 1 7k
of respondents indicated they had been in contact with city staff in the past 12 months. When
compared to their respective counterpart , those who had lived in the city between 10 and 1
years, those over the age of 39, residents with children in the horde, high - income earners, and
males were the most likely to report having had contact with city staff during the period of inter-
est (see Figures 18 and 19).
Question 10 In the past 12 months, have you been in contact with staff from the City of Chula
Vista?
FIGURE 17 CONTACT WITH CITY STALE IN PAST 12 MONTHS
No contact w:
staff
67.7
City of Chu /a Vista
Not 500
0.8
ILt - -
_
Ye, Contact whin
staff
31.5
True North Research, Inc. O 2074
FIGURE 18 CONTACT WITH CITY STAFF IN FAST 12 MONTHS BY YFARS IN CHULA VISTA, AGE & PARTY
Rio
50
0
40
rd 30
lqj CL
CL 20
10
41.5
34.2 35.0 - 34.0 34,2
— - 31.5 31.3
28.9
23.4 24.2
21.5
11
�a
Less than 5 to 9 10 to 14 15 or more 18 to 29 30 to 39 40 to 49 50 to 64 05 or older Denncrat Republican Other/
5 DT
`fears fn Chula Vista (Q1) Age Party
FIGURE 19 CONTACT WITH CITY STAFF IN PAST 12 MONTS BY CHILD IN HsLD, FISLD INCOME & GENDIER
0
50
%A
P5 4-
C {�y�
4V 36A
f"•
8.
30
CL
20
C-
U
10
l
Yes No
Child in Hsid (QD )
33.5
23.4
Less than 525Kto
5K S49K
43,S
50.4
SOKto S75K to 5 100Kto
74K S99K S149K
HsId Income (Qa4)
CUSTO ML.R SERVICE The final question in this series asked respondents who had contact
with city staff in the past 12 months to rate city staff on three dimensions: helpfulness, profes-
sionalism, and accessibility. As displayed in f=igure 20 on the next page, Chula Vista residents
rated city staff high on all three dimensions tested, with more than nine -in -ten residents rating
staff as helpful 4), professional , and accessible 9 %.
City of Chula Vista True forth Research, ch, I rc. 0 201
Question I I In your opinion, vas the s taff a t the City very - - - - -, somewhat or not a t all
FIGURE 20 PERCIEFTION OF CITY STAFF
100
0
80
C
0 70
0
V) LA
50
c
a 40
�
L
30
E 20
10
0
Helpful Professional Accessible
11 Perception of City{ staff .. ,
LINOt sere
j�j Not at all
i ! ome hat
11very
City of Chula I is to True North h Research, Inc. @ 2014
(. C)MM UNICATI0N
The importance of city - resident communication cannot be overstated. Much of a city's success is
shaped by the quality of information that is exchanged in both directions, fronn the city to its res-
idents and vice - versa. This study is just one example of Chula vista's efforts to enhance the
information flow to the City to better understand citizens' concerns, perceptions, and needs. In
this section of the report, we present the results of a variety of communication-related ques-
tion.
OVERALL SATISFACTION Question 12 of the survey asked residents to report their satis-
faction with city - resident communication in the City of Chula vista. Overall, of respondents
indicated they were satisfied with the City's efforts to communicate with residents through news -
letters, the Internet, television, and ether means. The remaining respondents were either dissat-
isfied with the City's efforts in this respect or unsure of their opinion 4.
Question 12 Overall, are you satisfied or dis otrsfied with the City's efforts to communicate
with residents through newsletters, the Internet, television, and other means?
FIGURE 21 SATISFACTION WITH COMMUNICATION
Not s�,r
Very 4. very
dissatisfied satisfied
,0 �� , s.
I
5
o me hat
dis at{sfied
14.7
Somewhat
satisfied
47.8
The next two figures display how overall satisfaction with the City's efforts to communicate with
residents varied by years of residence in Chula vista, age, partisanship, presence of a child in the
hone, household income, and gender. Although the results did vary somewhat across sub -
groups, its worth noting that at lust % of respondents in cell subgroups provided satisfactory
ratings for the City's communication efforts.
City of Chula vista True North Research, In . O 2014
20
FIGURE 22 SATISFACTION WITH COMMUNICATION BY YEARS IN CHULA VISTA, , AGE & PART
100
90
0
0
0 so
■
V'1
40
i 5 1
10 1f
0 -
Less than 5 to 9 10 to 14 1 5 or more 18 to 29 30 to 39 44 to 49
Years in C Dula Vista Q 1 } Age
i
`1 a
IIZ /iI
50 to 64 65 or o1dJ1 De moc rat Republican Other/
DT5
Party
FIGURE 23 SATISFACTION WITH COMMUNICATION BY CHILD IN H LD, H LD INCOME & GENDER
100
0
80
70
�n
60
50
40
30
D
10
0
44.6
Less than $ 5f to
525K 49K
$5OKto S75K to $1OOKto 15OKor
74K S99K $149K more
Hsld Income (D4)
SOURCES OF INFORMATION T help the City identify the ni st effective mans of com-
municating with residents, it is helpful to understand what information sources they currently
rely on for this type of information. In an open-ended manner, residents were asked to list the
information sources they typically use to find out about City of Chula vistas nears, events, and
programs. Because ause respondents were allowed to provide up to three sources, the percentages
shown in Figure 24 are the next page represent the percentage of residents who mentioned a
particular source, and thus surf to more than 100.
The most frequently cited source for city - related inf rrrnakti n was the Internet in general (48%),
foIlowed by television news , and the U -T .San Diego 5%). All other individual sources werE
mentioned by fewer than 1 of respondents, including the ,Star News (9%), City Newsletters
, and the City's web it (7%). For the interested reader, Table 1 displays the most frequently-
cited sources of city - related information according to the respondent's overall satisfaction witk
the City's performance in providing municipal services and age.
City of Chula Vista True Forth Research, Inc. O 201
Question 13 what information sources do you use to find out about City of Chula Vista news,
its, and programs?
FIGURE 24 CITY INFORMATION SOURCES
Internet (riot City's site)
Television news
U -T San Diego Tribune
Star ales
City Newsletter
City's w bsite
Radio
Direct mail
Flyers, brochures or posters
Email alerts Nile
Do not receive info
Friends Family /Associates
City Council meetings (televised)
5.6
i 5.5
5.4
2.6
2.3
2.1
1.1
a
25.3
9.
,
7.4
38.3
47.7
10 20 30 40 50
Respondents
TABLE I CITY INFORMATION SOURCES BY OVERALL SATISFACTION car AGE
--
reral i Sat i sfacti on 5)
Sa�tisfied Dissatisfied
18 to 29
30 to 39
;e ( I )-
40 to 49
-
50 to 64
65 or older
.Internet (not City's site)
47.3
55.7
66.2
59.1
61.4
38.7
18.9
Television news
39.8
33.7
26.0
34.9
39.0
42.4
44.4
U -T San Diego Tribune
25.1
25.8
27.5
14.4
18.2
28.2
36.5
Star News
8.6
15.8
1.8
0.0
1 1 .1
12.9
16.
City Newsletter
8,2
8.7
4.8
9.8
11.8
9.7
5.6
City's we site
7.4
10.2
9.7
6.0
7.1
9.1
4.4
Radio
s.6
3.9
7.8
6.0
3.6
5.6
4.
Direct mail
6.3
2.4
1.8
15,8
1.8
6.0
2.8
Flyers, bro hu r es or posters
5.0
9.9
10.4
3.7
5.7
6.7
0.0
Email alerts Ni xle
3.0
0.9
0.0
0.0
4.6
4.1
3.0
Do not receive info
1,9
1.7
3.0
2.3
1.8
0.7
4.
F rie nds Fa mil y Assn ciat es
2,0
1.5
1.8
0.0
0.0
4.5
2.8
City COUncil meetings (TV)
0.8
3.6
0.0
0.0
0.0
2.0
CITY WLBS1__1 1� Respondents were net asked whether they had visited the City of Chula
Vista's webite in the past 12 Months. As shown in Figure 25 on the next page, half of res-
idents indicated that they had visited the site during this period. Recent use of the City's web site
was related to length of residence, age, the presence of a child in the home, and household
income (see Figures 26 & 27).
City of Chu/0 Vista True North Research, Inc. Oc 201
Question 14 In the past 12 months, have you visited the City's website
FI Ullc 25 CITY WEB SITE VISIT IN PAST 12 MONTH
Not sure
0.
Dial not visit City
� Visited City
website website
50.6 49.1
FIGURE 26 CITY WEBslTE VISIT IN PAST 12 MONTHS BY YEARS IN CHULA VISTA, AGE & PARTY
80
70.
70 - - 65.0
X60.2 59.6 — - --
60 5.� — -
� 52.8
47-
r1j so 45.7
47.4
40.3 — 41.4
40
LA
0
27.4
20
Ce
`° 10
0
Less than s to 9 10 to 14 15 or more 18 to 29 30 to 39 40 to 49 50 to 64 65 or older Democrat Republican Other/
5 DTS
`fears in Chula Vista Q 1) Age Party
FI LJRc 27 CITY 1I EB ITE VISIT IN PAST 12 MONTHS BY CHILD IN H LD, H LD INCOME c GENDER
80
- 70
6n
e� �
60
.
a
L11
50
A
m 40
Ln CL
4
c _
' 0
C 20
10
0
63.6
37.2
Yes No
Child in Hid ( D2)
4'
20-
66
71.8
Less than $25} to $50I to 75K to $100Kto $150Kor
$25K S4 9K 74K 99K $149K 1110re
Hstd Income (D4)
50.8
— -- 47.5
Male Female
Gender
City of Chula vista True North Research, rch, Inc. 2014
COMMUNICATION 1' FFFR1_NCT"_,A The final substantive question of the survey pre-
sented respondents the methods shown to the left of Figure 28 and asked whether each would
be n effective way for the City to communicate with them. Overall, respondents indicated that
the City's we bs ite was the most ef f ective com niuni ation Method l % ve ry or somewhat ef f -
tiv , followed by are online form that solicits and collects resident feedback on CUrrent topics
(80%), and postcards, letters, and newsletters mailed to the home (i.e., direct rnail .
More than two- thirds of residents also indicated that Townhall meetings , televised Council
meetings (73%), mail , and advertisements in local papers 9 would be effective chan-
nels for the City to communicate with them. Although fewer residents indicated that social media
like Facebook or Twitter r 4 and a City blog o were effective methods of communication,
majority still viewed these channels as at least somewhat effective.
Table 2 on the next page shows how the percentage of residents that rated each communication
method as very effective varied depending on their satisfaction with the City's overall efforts to
provide Municipal services and age.
Quesciori 15 As 1 read the following ways that the City of Chula Vista can communicate with
residents, !'d like to know if you think they would be very effective, somewhat effective, or not an
effective way for the City to communicate with you.
FIGURE 28 EFFECTIVENESS of COMMUNICATION METHODS
City's website
ct
r online feedback form
Postcards, letters, newsletters mailed horne
Lee Townhall meetings
CY
Televised COUncil Meetings
CY
U
Ln Email
r
L' Ads in local papers
CY
Social media like F cebook or Twitter
CY
4-
"-' A City blog
CY
nVery effective I ; S ormwhat ef fective
10 20 30 40 so 60 TO 80 90 100
Respondents
City of Chula Vista True North Research, Inc. O 2014
TABLE 2 EFFECTIVENESS OF COMMUNICATION METHODS BY OVERALL SATISFACTION & AGE
Cl ty of Ch u la I i s to True North Research, Inc. V 2014
Overall Satisfaction (5)
Age (D1
Satisfied
Dissatisfied
18 to 29
30 to 39
40 to 49
59 to 64
65 or older
sty's Web5i to
43.2
40.6
152.1
55.9
43.2
41.0
16. E
Email
49.6
36.1
50.6
48.9
47.9
30.9
24.1
Postcards, letters, newsletters mailed home
39.1
39.9
40.9
42.3
32.1
40.2
38.4
Online feedback form
33.6
34.5
47.6
43.8
35.9
27.1
21.6
Social media like Face book or Twitter
32.9
26.3
58,4
40.9
26.4
24.4
12.7
To shall meetings
28.5
47.8
26.4
34.0
36.8
27.2
30,8
Televised COL111CH hleetirgs
31.4
27.2
48.7
33.5
24.6
22.9
30.8
Ads in local papers
22.4
39.0
26.4
18.1
15.7
25.7
27.2
A City bldg
21.0
18.3
1 34.2
27.0
17.5
1 9. 1
6.9
Cl ty of Ch u la I i s to True North Research, Inc. V 2014
R
TABLE 3 DEMOGRAPHICS F SAMPLE
& 1� M 0 G R A 1.) 11 1 C S
Total Respondents
Employment StatUS ( DI)
Full time
41.8
Part time
.1
Student
12,0
Homemaker
T.
Teti red
21.3
Refused
8.2
Child in H ld D )
Yes
42.9
No
55.7
Refused
1.4
Ethnicity (D)
Cap U cas ian
31.5
Latino
41.9
Asi an
9.9
Other
10.6
Refused
6.1
Hsld Income ( D4)
Less than $25K
15.4
S25 S25K to $49K
16.8
5K to $4K
16.6
S75K to $9K
11.9
1 OOK to $14 9K
1 1 .
15K or more
8.1
Refused
19.5
Years i n C hol. a Vista (Q1 �
Less than 5
1 l .o
5 to 9
16.6
10 to 14
16.5
15 or more
54.7
Refused
11
Age
18 to 2 9
16.9
30 to 39
16.9
4to 49
19.8
50 t o
27.9
5 or, older
17.9
Not on voter file
o.
Party
Dem ocrat
45.3
Rptabl ican
27.1
Other DTS
27.7
Gender
Mal e
47.6
Female
52.4
Hone eo ner on Voter File
Yes
61.0
No
39,E
Table presents the Ivey demographic and background
information that was collected during the survey or
available on the sample voter file. Because of the proba-
bility-based sampling methodology used in creating the
sample, the results shown are representative of resident
voters who are expected to participate in a high turnout
election environment.
Ci ty of Ch U la Vi s to True North Research, Inc. 2014
M ETHODOI.OGY
The following sections outline the methodology used in the study, as well as the motivation for
using certain techniques.
QLJf:S`H0NNA1REDE I "'1_.011MF N'_1 Dr. McLarney of True North Research worked closely
with the City of Chula vista and TBwB to develop a questionnaire that covered the topics of inter -
est and avoided possible sources of systematic measurement error, including position -order
effects, wording effects, response - category effects, scaling effects, and priming. Several ques-
tions included multiple individual items. Because asking the items in a set order can lead to a
systematic position bias in responses, items were asked in random order.
POCKIRAMMIf: 69 .I RAN l XHON 64 PRF..- EST Prior to fielding the survey, the ques-
tionnaire was ATI` (Computer Assisted Telephone Interviewing) programmed to assist interview-
ers when conducting the telephone interviews. The CATI pr grarn automatically navigates skip
patterns, randomizes the appropriate question items, and alerts the interviewer to certain types
of Keypunching mistakes should they happen during the interview. After professionally translat-
ing the survey into Spanish the integrity of the questionnaire was pre - tested internally by True
North and by dialing into random homes in the District prior to formally beginning the survey.
AMPI T The surrey was administered to a stratified and clustered random sample of regis-
tered voters in the City who are likely to participate in a high turnout election environment. Con-
sistent with the profile of this universe, the sample was stratified into clusters, each representing
a particular combination cif age, gender, and household party type. Individuals were then ran-
domly selected based on their profile into an appropriate cluster. This method ensures that if a
person of a particular profile refuses to participate in the study, they are replaced by are individ-
ual who shares their same profile.
STATISTICAL MARGIN OF 1-TWOR By using the probability -based sampling design
noted above, True North ensured that the final sample was representative of voters in the City.
The results of the sample can thus be used to estimate the opinions of all voters in the City.
Because not all voters participated in the study, however, the results have what is known as a sta-
tistical margin of error due to sampling. The ,margin of error refers to the difference between
what was found in the survey of 400 voters for a particular question and ghat would have been
found if all voters in the City had been surveyed for the study.
For example, in estimating the percentage of voters that consider maintaining the quality of edu-
cation in local schools to be extremely important (Question I b of the survey), the margin of error
can be calculated if one knows the size of the population, the size of the sample, a confidence
level, and the distribution of responses to the question. The appropriate equation for estimating
the ,margin of error, in this case, is shown below.
P + t r__jV — � (1
Where p is the proportion of voters who said maintaining the quality of education is extremely
important . 5 3 for 5 in this exam ple , AT is the population size of voters from which the sam-
ple was drawn 1 12,644), ii is the sample size that received the question (400) and I is the
Ci ty of Chula Vista True North Research, Inc. @ 2014
upper J 2 point for the t- distribution with n — 1 degrees of freedom l .96 for a 95 confidence
interval). Solving the equation using these values reveals a margin of error of ± 4.88%. This
means that with 3 of survey respondents indicating that they consider maintaining the quality
of education in local schools to be extremely important, we can be 9 confident that the actual
percentage of all voters that hold this opinion is between and .
Figure 29 provides a graphic plot of the maximum margin of error in this study. The Maximum
margin of error for a Bich t rn us percentage result occurs when the answers are evenly split
such that provide one response and provide the alternative response. For this Survey,
the maximum margin of error is ± 4.89%.
FIGURE 29 MAXIMUM MARGIN OF ERROR DUE TO SAMPLING
14%
I I
L
r------ �__�T�-----
I I I I I
��.�� -�
1 I
1296 -
i I
-- -- -__- -- ITT--------
i I
L
L
l I I I
.�_�_I_.�r------ ����.__I_-
I I I I
I
--
I
1 1
- - - -�a
I I
106 -
+ I
- -.. ._...r,�� - - -
I
I
- -! ----!-
L
I I I I
�.,..-'----- '----- !----
I I I I
I
__-- k------
I
1 1
�- - -�--!
1 I
i
LU
i I
I
I i I I
I
k 1
o
M 1
1
1 Saniple of 400
r
k
I
1
I Registered Voters 1
I
k I
096
4.890/x --=-
- - -�I- _ ----
I - - - --
4 %
l I
I
- - - - - -� - - -! ---
I I I
--I -
I
I �
k 1
I
I I I I
k
I
I----- I
I
-
-T - -.- ��_
r
- -- ---- -_ -- - -- -----
---- --
k I
I
I I I I
I
# r
j�
0
0
100 200
300
400 509 600 700
800
900 1000
Sample Size (Number r of Res po nd e nt s)
Within this report, figures and tables show how responses to certain questions varied by sub-
groups such as age, gender, and partisan affiliation. Figure 29 is thus useful for understanding
how the maxiML1111 margin of error for a percentage estimate will grow as the number of individ-
uals asked a question r in a particular subgroup) shrinks. Because the margin of error grows
exponentially as the sample size decreases, the reader should use caution when generalizing
and interpreting the results for small subgroups.
F = ATA : i-_UX" "I'1 .1 The method of data collection was telephone interviewing. Interviews
were conducted in English and Spanish during weekday evenings :39PM to 9PM and on week-
ends 1 OAM to P between February 5 and February 121 201 4, It is standard practice not to
call during the day on weekdays because most working adults are unavailable and thus calling
during those Incurs would bias the sample. The interviews averaged 15 minutes in length.
DKIIA. f"110CESSINC Data processing consisted of checking the data for errors or inconsis-
tencies, coding and recding responses, and preparing frequency analyses and crosstalulations.
City of Chula Vista True North Research, r, /tic. @ 201
Numbers b rs that end in 0.5 or }nigher are rounded up to the nearest whole num-
ber, whereas numbers that end in 0.4 or lower are rounded down to the nearest wh le number.
These same rounding rules are also applied, when needed, to arrive at numbers that include a
decimal place in constructing figures and charts. Occasionally, these rounding rules lead to
small discrepancies in the first decimal place when comparing tables and pie charts for a given
q ustin.
City of Chula lists True North Research, /tic. O 2014
Q UESTIONNAfRE & T 0 P L I N E S
city of 01111a Vista
Planning Survey
RUENORTH T B W B ilp RIESEARCH Final Topli yes
�.._, February 2014
Hi, my name is and I'm calling on behalf of TNR, an independent public opinion
research company. We're conducting a survey about important issues ill Chula hew-la) Vista
and we would life to get your opinions.
If needed: This is a survey about issues in your corfi munity - I'm NOT trying to sell an thin
and I won't ask for a donation.
If needed: The surrey should take about 12 minutes to complete.
If needed: if now is not a convenient time, can your let Mme know a better time so I can call
back?
If needed: If your prefer, you can also take the survey online at your convenience at: <<insert
U1 L . Provide unique password.
if the person says they are an elected official or is somehow associot d with the survey,
politely explain that this survey is designed to the measure the opinions of those not closely
associated with the study, Mank them Lor their time and t rrriiriat tlae iritervi tv.
I'd like to begin by asking you a fe %v questions about what it is like to lire in the City of Chula
hew -la) Vista.
1 How long have you lived in Chula (Chew -la) Vista?
[2 Elto ;an 1 year 1 °4
years 1 ` gears 1 710
4 10 to 14 gears 17 L,)
5 15 gears or longer 5 5
99 1 Refused 1 5�
How would your rate the overall quality of life in C hulas (Chew -la) Vista? Would you say it
is excellent, good, fair, poor or very poor?
1 Excellent 34
Good 53
3 air 1256
4 Poor g,7
5 Very Poor 05/D
98 t Not sure 1110
99 Refused
True North Research, Inc. 0 2014 Pane I
City of Chula Vista True e North Research, Inc. @ 201
Chula Vista Nanning Survey February 2014
True North Research, Inc. Q 20H Page 2
Ci ty of C h ul a Vis to True North research, Inc. @ 2014
If the city government could change one thing
to make Chula (Chew-la) Vista a better
3
place to lire now and in the future, what change
would you life to see? Verbatim
responses recorded and later grouped int
ter Odes Shown below.
Not sUre Cannot think of anything
1 7%1�
Improve, repair roads, streets
Improve public safety
11%
Improve schools, education
No changes needed
Improve local economy, attract I)LISilleSS S
Increase jots, attract employers
5 %0
Improve government, leadership
5
Improve environmental efforts
Increase public, transportation
4
Reduce traffic congestion
Limit growth, development
`i
Reduce City taxes, fees
3r4
Provide additional park, rec facilities
educe Utility NAtes, fees
2 %'
Provide rllore entertainment options
Improve waterfront areas
2 �u
Address immigration issue
l �o
Provide more affordable (lousing
1 °o
Reduce government spending
1 %0
Balance efforts, funding citywide
1
Increase street lighting
I %U
Improve, add parking
1016 1
True North Research, Inc. Q 20H Page 2
Ci ty of C h ul a Vis to True North research, Inc. @ 2014
Chula Vista Planning .Survey February 2014
Jet, i'r7� going to read a� list of issues facing }rut community and for each one, please
tell rx�e know important you feel the i�ae is to you, using a cafe of extremely
important, very important, sarr�or#�t important car not at all innportant.
4
Here is the (first/next) issue: Do you think this issue is extremely important, very
important, sarne�vha�t important, or not at all import ant?
Maintaining the quality of eCiLlcatiOrl in local 4, t,,
�}��
1
1 °�
B
Maintaining the quality of pit services, 5 1 96 3 1
facilities and infrastructure
Creating jobs and improving the local 49°0 44% ,� 1 0
1
economy
D
Preventing local tax increase S�� 41% 3° �� 1
0
E
Improving local property vales �#7 %
1 ��
F
Protecting the environment 35 42% 1? 2 l
Reducing crime and gang activity 4 5 /� 41 °� 11% 0
H
Reducing traffic congestion �� 4 5 5� °� ��� 1 %
O%4�
FTIProtecting
t��o supply of water 1 41 5 I l
l
Next, I would like to ask a series of questions about services and facilities provided f��► the
City
of Chula (Chew-la) Vista.
Generally speallr�a�r are you satisfied o�' dissatisfied �vlt}� the jo�} the Icy of Chula
5
(hov�r-la Ilita 15 d01r�g to proide city serices aCIC� f�.[ilitles? t ��Swe�', t�1ei) ask:
1ould that be e c�tisfleddls sat lfted) or sot7�e�vhat (sat IsfiedC�ISti�fied)?
I Very satisfied
orne��rl�at satisfied 4
orn��vha�t C�ISsatIfIeCI iu
Very dissatisfied 5 /'}
IOC sLl�`e /0
Refused
Trite North Research, Inc. 014
Page 3
City of Chula Vista I - rue North Research, Inc. @ 2074
1
1 °�
Chula Vista Planning Surveys February 2014
True North Research, Inc. 2014 Po e 4
Hoer would you rate the City's need for additional r��or�e�r to provide services and
facilities to residents? Would OIL d it has a great need, moderate need, little geed, or
i great need g °,6
Moderate need 4
Little need
I�fV need 4f�'
Not pure
Refused 1
The it of Chula phew -lad Vista has the financial resources to provide some of the
services, facilities and projects desired by residents. Because it can't fund every project,
ho�veverr, the pity must yet priorities.
�1s I read the following item, please indicate whether you think the City should fit1�Ce
7 the item a high priority, a medium priority, or a low priority for city spending. If you feel
the City should not spend any money on this item, jest air o. Please keep in mind that
not III of the items can be high priorities.
Here is the (first/next) one: should this item be a high, medium or low priority for
the it -- or should the fit not spend ari rnone on this item?
Improving police services 7`�� 3' >' �� 1 1;'t; ��O
�
Improving fire protection and paramedic 5;� 3 5 1 0;; 0�;�
services
Improving the repair and maintenance of 54 % 0 1 �6
pit st+'eet�
� Ir��proi�ng the r�naintenanee of parks, trails �� i °�; 1 1 �1��
and o en ace areas
�
Adding new parks, sports fields and 1 4 �` ;'� 10/ � °�
recreation facilities
1�1}e�- �ppaipriyn�psid{e�ali, curbs and gutters �„ „_,= "j{,,� �' ���
}Yii4rG needed -T��O 14i �.E't' !fi}
Improving the maintenance of street „f 0" t.:f f
medians and public landscapes °° 5�� 1 11.1 1,-' 0;,.
Improving the maintenance of libraries,
H recreation center, and other city buildings T� ,.-`' 1 5k 1,,; 1rt 0'14;
and facilities so the stay in good condition
Improving the maintenance of vehicles and
i equipment used by the Police Fire and i �';I."; 1 1 3;'0 I
PL,b1ic Works Departments.
J Faster removal of graffiti 7% 18% 1
FT rirnming street treys on a regular basis 1 96 8
City of Chula Vista True North Research, Inc. Oc 2014
°�
Chula Vista Planning Survey February 2014
$l.11lC�ing water recycling systems to catch,
Next, I°rr� going to read you a series of statements about the City of Chula Frew -lad
�
glean -up, and reuse rainwater runoff to °4 � �
Here is the (first/next) one: ____ -• Do you agree or disagree, or do you not have are
irrigate landscapes, which will conserve our
opinion? If r�ree or disagree, ask: Fuld t#�at be strongly (agree/disagree) or
glean drinking water
Installing devices in storm drains that 4 �' 1
��,.
capture trash and reduce water pollution
Improving response tirr�es for •1 -1
0
1
5
1
f -�;;;
The pity is responsive to residents' needs 2
21% 4
emergencies
12% 1
1 S �
��
� T
The qty does a good job managing its 1
15%
Expanding library services and facilities
09
96
1
2%
finances
P
expanding services for seniors
3
The City listens to residents when making Y
1 ��
%
14%
Al 1
0/ �
�„
important decisions ]
D i
i trust the City of Chula (Chew-la) Vista °
°4 7
7;� 1
1 �> �
�� 1
1210
Ha�+r much attrition do you pair to the issues, decision and activities of your pity
�
government? Would you say that you are very attentive, somewhat attentive, slightly
attentive, or not at all attentive?
1 V
Very attentive 1
1
orrtewl�at attentive 5
53
Slightly attentive 1
191%
4 N
Not at all attentive ]
] 150 C
True North Research, hic. D 2014
Page- 5
Ci ty of Ch U la Vis ta True North Research, Inc. �:) 2074
9 Not sure 1 °�
99 Refused 0��
Next, I°rr� going to read you a series of statements about the City of Chula Frew -lad
Ilista. For each, Ind like you to tell tree F�et��er you agree or disagree with the statement.
Here is the (first/next) one: ____ -• Do you agree or disagree, or do you not have are
opinion? If r�ree or disagree, ask: Fuld t#�at be strongly (agree/disagree) or
somewhat (agree/disagree)?
i
ire � Q
Q �
�p �
�
The pity is responsive to residents' needs 2
21% 4
43:� 1
12% 1
1 S �
��
� T
The qty does a good job managing its 1
15%
14% 1
[
[r�
fU
finances
The City listens to residents when making Y
Yo ,
,,�
14%
Al 1
0/ �
�„
important decisions ]
D i
i trust the City of Chula (Chew-la) Vista °
°4 7
7;� 1
1 �> �
�� 1
1210
Ha�+r much attrition do you pair to the issues, decision and activities of your pity
�
government? Would you say that you are very attentive, somewhat attentive, slightly
Ci ty of Ch U la Vis ta True North Research, Inc. �:) 2074
9 Not sure 1 °�
99 Refused 0��
Next, I°rr� going to read you a series of statements about the City of Chula Frew -lad
Ilista. For each, Ind like you to tell tree F�et��er you agree or disagree with the statement.
Here is the (first/next) one: ____ -• Do you agree or disagree, or do you not have are
opinion? If r�ree or disagree, ask: Fuld t#�at be strongly (agree/disagree) or
somewhat (agree/disagree)?
i
ire � Q
Q �
�p �
�
The pity is responsive to residents' needs 2
21% 4
43:� 1
12% 1
1 S �
��
� T
The qty does a good job managing its 1
15%
14% 1
[
[r�
fU
finances
The City listens to residents when making Y
Yo ,
,,�
14%
Al 1
0/ �
�„
important decisions ]
D i
i trust the City of Chula (Chew-la) Vista °
°4 7
7;� 1
1 �> �
�� 1
1210
Ha�+r much attrition do you pair to the issues, decision and activities of your pity
government? Would you say that you are very attentive, somewhat attentive, slightly
attentive, or not at all attentive?
1 V
Very attentive 1
1
orrtewl�at attentive 5
53
Slightly attentive 1
191%
4 N
Not at all attentive ]
] 150 C
Ch aIn Vista Pin ►rrting Siirvey February 2014
True North Research, free. 0 014 Page
1 0 In ti'7 past 1 r�7or�th, have art t�eer� in contact with staff f�rarn the qty of hula (Chew-
1a) Vista?
1 Yes 1516 ask 1 1
No C�f;' }� r to ]
Not sure 1 �t, Skip to T
Refused °� Skip to )
Q11 Ire or�r opinion, was the staff at the pity very _____t or��e�v��at car not at all ��_,....
Read orie item at c� tir��J continue ��rrtr "1 all r'ter�is are read.
B Professional 5'r .��,';•'� 55'4 1io �6
Section 5: Conimunicationeml
Overall, are you satisfied or dissatisfied ��rit }� }�e City's efforts to cc�r��rn��r�icate with
Q1 resident through newsletters, the Internet, television, and other means? et r���rr,
t��tr cask: Would that be err (satisfieddissatisfied) or sorne��at (�.tifid dissatisf�d)?
1 leery satisfied 51V
ornv�r��at $c'7tISfIe�i
3 or-ne��rf��.t dissatisfied 15 ��1
4 Very dissatisfied 8'
{�!o Opinion/Not Sure 4
Prefer not to answer 70
1 What inforr��tior� sources CIO �rou use to find out about pity of Chula (Chew-la) Vista
nrs, events, arrc� programs? Do��'t read list. cord tip to first responses.
City 1esletters`or��rr�f�rrit
1 o��r7ctiori; CLEAN/Conservation;
Library newsletter
-?" c��� DiecolTrib����e {daily 5
newspaper)
tr News Meekly paler) ��
4 I1� �1o�r2e To��r� (rrrontlily paper) 0�,�
City's Recreation ui�Je 0 flo
7 pity Council Meetings (televised) 1%
City Council Meetings (��rebcast
)
"�
Chula Vista Planning Survey
Febr' ary 2014
Z'eIe►f151Dn C1e1�VS
3
1 Radio
11 Internet knot City's site)
48%
1 Email alertsnotif�cativns fror7n
fit Mile
1 Flyers, brochure or poster
(displayed at public facilities)
14 Postcards, letter, flyers or brochures
%
(mailed to home)
Social media site such as 1= aceboo
1 S
or Twitter
�
1 Friend Farx�il+�sociate
.��
1 Brogs
/.
1 ether (unique responses)
0 YO
1 Do not receive information about City
°,�
Not pure
4
Refused
� °�
X14
In the fast 1 �norit[�s, have you visited the City's
��rebsfte?
1 Yes
49%
2 No
51
JV Not �ire
14
Refused
0/k7
As [read the following eras that the City of hula (Chew-la) Vista can communicate with
1 5
residents, I'd like to [crew if �rau think tf�e�► would be very effective, somewhat effective,
or not an effective era for the it to communicate with
you.
City's ��rebs[t
5�
'��
1 �U
3 1S0
�
Postcards, letters artc� newsletters mailed to
3
-?
���
your horrte
E-mail
��
2��
°�
D
Advertisements or notices in local papers
3�ti
�'�
30
1 0��
E
Social media like Facebook or Twitter
1
3;�
3'i
;6 16
Torthall /Public meetings
31%
4`'t�
3 °0
1% 1 90
�--[
Televised COUrlcll 11�eetI�ES
1 is
':.,
2 4
'i,f.
I
rN online form that solicits and collects
4��
,�5�
i
3, 1',i'
resident feedback on current topics
True North Research, Mc. 2014
Page
ity Chula lr'.t True North Research, Inc. Oc 2014
'hufa Vista Plannhqq Survey
rebruary 2014
Section 6: Background & Demographics
Thank you o much for your participation. I have just a� few background questions for
statistical purposes.
Which of the following best describes your err�plo�rrner�t status? Would yoga say you are
D1 employed full-time, part-time, a student, horirrer�alr', retired, or are you in-between
jobs right nor?
1 Employed full -time
4
Employed part -time
;�
3 Student
I No
4 Homemaker
Retired
196"
In-between jobs
4�
Refused
4�a
D Do you have one or more children nc�et- the a of 1 living in your households
I Yes
43
Refused
1°
D What ethnic group do you consider }ourself a part of or feel closest toy O�# 1ist if
respondent tresitates
1 Caucasian/White
31%
Latino/Hispanic
4
�4fricarr- merican Black
4
4
American Indian or Alaskan native
1
5
Asian—Korean, Japanese, Chinese,
Vietnamese, Filipino or other s'rarr
10%
Pacific islander
Mixed Heritage
3/0
Other
��
9
True North � esearch, Inc. (D 2014
Page S
ity Chula Vista True It Fri, I. Oc -2 1
d
defused �
��
Chula Vista Planning Survey
rebro pry 2014
I have just one more t�uest!on fir yap, for statistical reason. I air going to read some
D4
incorne ctegories. Please stop rye ��her� I reach the
category that bit describes �ro�,r
total household income.
Female
5 ��,
1 Les than 5,00
15/0
1 D
5,000 to less than 5,000
17%
50,000 to Ins t��ar� 7,000
1
4 75,00 to less than 100,000
1
Other �
5 100,000 to less t��ar� $150,000
12%
4 D
$150,000 or rr�are
4;�
3 e
Not 5�,re
��
18 to 1
17;a
Those are all of the questions that 1 have for you! T��ar��Cs very much for participating.
40 to 4 0
0
5 5
5 or older 1
18%
Nit coded 1
1% C
True Noo 'I � Research, Inc. 2014
Page 9
City of Chula Vista True North Research, Inc. @ 2014
1 a
ale
Female
5 ��,
Party
1 D
Democrat 4
45/4
Republican
Other �
�r�,
4 D
DTI 4
4;�
3 e
e on Voter File
City of Chula Vista True North Research, Inc. @ 2014
1 a
ale
Female
5 ��,
Party
1 D
Democrat 4
45/4
Republican
Other �
�r�,
4 D
DTI 4
4;�
3 e
e on Voter File
1 1
18 to 1
17;a
40 to 4 0
0
5 5
5 or older 1
18%
Nit coded 1
1% C
Chula Vista Planning Survey Fehruory 2074
4 Registration Date
1
2014 to 2009
42°
6
2008 to 2005
4
2004 to 2001
16,11/0
5
2000 to 1 997
5 Before 1997 11 yo
55 HOUSehold Party Type
1
xr7�re Dery
25
10
Duel Dery
4
Single Rep
1 1 vo
Dual Rip
5
0
lx�c�f kf7�r
� °„
���
Duel ether
D�rY� Rep
Der�� Other
1
9
Rep ether
5
0 fixed (Derr +Rep + Other)
Homeowner on Voter File
1
Ye s
01
39
No
Likely to Vote y tail
1 Yes 3 SYa
2 No 6556
Likely November 2014 Voter
�1y
2
Yes
3 ,L
No
rare North Research, Inc. C 2014 Page 10
City of Chula Vista True North Research, Inc. Oc 2014
1