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2014-04-15 Item 8 - Presentation
carr of CH, UIA VISTA Awareness & Perceptions Study April 2014 LOTH research � Agenda •uuAwareness lh&ueenavior • Attitudes & Perceptions • Chula Vista Bayfront Master Plan • Marketing & Communication Channels Objectives Methodology Objectives i • To gauge awareness To understand • To identify media of Chula Vista and its perceptions of Chula outlets used for finding assets, including the Vista overall and information about San Sleep Train association with Diego County Amphitheater, specific communities destinations Olympic Training To determine key Center, Living Coast • motivations for/ Discovery Center, barriers to visiting Chula Vista Marina Chula Vista and others I I �� ,, %1/ fJJJJJJJ 11111111����� »»»»»,o ,r0 Methodology Fieldwork Dates Screening Criteria Sample Design/ Quotas Quantitative February 12, 2014 Ages 18+ N=417 Total online survey to February 24, 2014 Residents of San (MOE+/-4.8%) Length = 10 minutes Diego County Min N=50 per San Diego Region (excluding Chula Vista) (MOE+/- 13.8%) 3 Detailed Findings ii LOTH Awareness & Behavior - Awareness of Cities 'in SD County • Just under half (49%) of San Diego County residents say they are very/somewhat familiar with Chula Vista, ranking it sixth among the ten major cities/regions in San Diego County outside the city of San Diego. • Familiarity with Chula Vista is significantly higher among Hispanics, those who live in the city of San Diego, and those in East County (54%-63%). It is also higher among those with a positive perception of the city, implying a positive correlation between a person's sentiments and their knowledge/experience with Chula Vista. • Chula Vista has the highest percentage of San Diego County residents who said they are "slightly familiar" (31%), as compared to other cities evaluated. Non-Hispanics and older residents (55+) are more likely to fall within this category (35% and 38% respectively). Those who have lived in San Diego for less than 10 years, as well as those who live in North County Coastal and North County Inland are most likely to say they only know the name (29%- 33%). 56% 56% 54% 54% 52% 49% IIII 47% 45% 45% 40% Very/Somewhat Familiar iiiiiii uWt „ I Not Aware I r I i IIIIII� Know Only y the Name iiiiiiii Slightly Familiar iIiIiIiIiIiIi Somewhat Familiar m ®W � 1111111111111 V e ry Familia r 1 Wm II1II,W„ W �gy f" W Ir1m � ,1m« EI Cajon Carlsbad La Mesa Oceanside Escondido Chula Vista Encinitas Vista San Marcos National City Q1.Wow familiar are you with the following cities within San Diego County? Base size=Total Respondents(n=417) I Parts may not add up to the sum due to rounding Awareness of Chula Vista Communities • Within the city of Chula Vista, San Diego County residents are most familiar with the neighborhoods of Eastlake (35%), Otay Ranch (33%) and Main Street (32%). • While there is low awareness of communities such as Rolling Hills Ranch and San Miguel Ranch (11%-12%), younger adults (18-34) and residents with children in the household say they are more familiar with these lesser known communities than are their older counterparts without children (14%-19% vs. 7%-10%). • Hispanic residents as well as those who live in the City of San Diego and East County are significantly more familiar with almost all of the Chula Vista communities than are Non-Hispanic residents and those in North County. 35% 33% 32% 30% 28% 22% 18% 18% 12% 11% Very/Somewhat Familiar " "r ; � ,,� , ,�r m Po Iiii Not Aware m w IlllllII Know Only the Name uilul Slightly Familiar iiiiiiiiiiiii Somewhat Familiar ��� ul�lullllll ,�tSII Very Familiar ul gi W mm i u mm � W u4 m mw Eastlake Otay Main H Street Chula Vista Northwest/ Southwest Rancho Rolling San Miguel Ranch Street Corridor Marina Third Ave Chula Vista del Rey Hills Ranch Ranch Chula Vista Q6.How familiar are you with the following towns/communities within Chula Vista? Base size=Total Respondents(n=417) Frequency of Vis "Its to Chula Vista • Overall, less than half of San Diego County residents (47%) say they visit Chula Vista more than once a year. The majority say they visit once a year or less (53%). one out of six overall saying they never visit (16%). • On average, those who visit Chula Vista say they visit 12 times a year. Those who visit significantly more often include Hispanics (22 times/year), City of SD residents (16 times/year), those with children in the HH (15 times/year), and 18-34 year olds (14 times/year). • Females, residents of less than 10 years and North County residents are more likely to say they never visit Chula Vista (20%-31%). 47% visit Chula Vista more than once a year 4, in Once/week or more 11111111112-3 times/month iwi Once every 1-3 months �IIIIIIIIII Once every 4-6 months lllllll Once a year �iii� Less than once a year Never o � Q4.On average,how often do you visit the city of Chula Vista? uuu' s s 7 Base size=Total Respondents(n=417) Awareness of Chula Vista Attractions • More than six out of ten San Diego County residents say they are aware of the Sleep Train Amphitheater (71%), Aquatica (67%) and the U.S. Olympic Training Center (61%). The most frequented attractions are the Sleep Train Amphitheater (43%), Third Avenue Historic Downtown (33%) and the Chula Vista Marina (30%). • While approximately a quarter of San Diego County residents (21%-28%) say they were not previously aware of the Living Coast Discovery Center and Third Avenue Historic Downtown District, they would be interested in visiting, indicating a clear opportunity to promote these destinations. This is specifically true when it comes to North County Inland residents, who show significant interest in 5 of the 9 attractions — Living Coast Discovery Center, Third Avenue Historic Downtown, Chula Vista Marina, Sleep Train Amphitheater, and Aquatica (19%-37%). Total Unaware Aware Aware Sleep Train Amphitheater iu, uu "m Aquatica �h �l �;" ,mJ �° 1 yrrhrrrrrrrrrrrrrrrrrrrhrrr � „ w 67% U.S. Olympic Training Center Yi6iu W m '' � 11111111111111111111111111111111111111111R° lllllllllllllllllllllllllllllllllllll�� 61% Chula Vista Marina 53% Otay Ranch Town Center ����������������������������� �����������������������������������������y, �w� °' ����))���)��������))����)J����JJ��'��'rf�� �� 'C 53% Third Avenue - Historic Downtown ������������������������ � � ������������������������yii������1.. ���� � ” ������))�����)J))��y��€I�� �of� ��������������������������� wwi w ufl �� 52% Chula Vista Golf Courses ���������������������������������������������� m w UI�Ulll�llal�l)alJl)ll�lll)1U11))ly1J))11111) � ,, ������� ���w w 43% Living Coast Discovery Center ��������������������������� uuuuuuuuuuuuuuuuum„puuuuuuuuuuuuum� ���� ��������)����))��l���l�l��y���))J��)lyl���`�rf��� )�������(w "ww 43% Chula Vista Center ������������������������������������������'�r�m� �������i� ������y � ' m ����))��l���l�l��y����°�� f������O� w 41% �IIIIIIIIIIIIIIIII Never heard of/no interest IIIIIIIIIIIIIIIIIIII Never heard of/interested l% Heard of/never visited IIIIIIIIIIIIIIIIIIII Have visited Q8.For each of the following, please select the option that most accurately describes your experience with each attraction located in Chula Vista. $ Base size=Total Respondents(n=417) Top Reasons for Visiting Chula Vista • Most say they travel to Chula Vista to visit '" family and friends (39%), as well as for the shopping and dining experiences (25%- Reasons for Visit 34%). East County residents are more likely to visit Chula Vista for family and friends 39% Visit friends/family (45%), while residents of the City of San Diego are more likely to go for the shopping and dining (42% and 29% respectively), as compared to other regions. North County 34% Shopping Inland residents, however, are more likely than other residents to visit tourist attractions and venues (16%). o 25/o Dining • Specific groups say they visit team sports facility/fields, including those with kids in the household, higher income residents ($100K+) and males (11%-16%). Younger 21% Entertainment adults (18-34) say they are more likely to visit and enjoy the natural landscape, tourist attractions, and hiking/biking/ C"""' �� °���� � walking than their older counterparts. , ���� 18% Work/Business f FF � . .mw Q5.What is your primary reason(s)for visiting Chula Vista? Base size=those who visit Chula Vista(n=350) 13%+shown only Detailed Findings ii LOTH Attitudes & Perceptions - Perceptions of San Nego C1 it ies • Overall, four out of ten San Diego County residents say they have a positive perception of Chula Vista (41%), placing the city eighth in the rankings among the ten San Diego cities evaluated. • Hispanics, lower income residents, and East County residents are more likely to express positive opinions of the city (45%-59%), while Non-Hispanics, higher income residents and North County Inland residents are more likely to say that their perceptions of Chula Vista are somewhat negative (30%-38%). • It is important to note, however, that the highest percentage (approximately a third) across most sub- groups say their opinion of Chula Vista is neutral, perhaps indicating a realistic opportunity to improve perceptions among these residents. Positive Carlsbad .: 88 82 0 /o Encinitas San Marcos 65/ La Mesa �����������������������������I°. m® m l ///%//////////%//////////%/////////%////%///////////////////i II /////////////////////////////////////////////////////��� m 11111111 1% 62% Oceanside ... .: : .. � 56%Escondido ������������illl�l; �������������������������� a �������������������������lyl�llalyllyllllU1�11�1�1)IllyJ)J1Jl)11U11))11111))IyJJ�JJ11))ly1J�1111h1� ���������%�����������1111"111 =1 1% 50% i r I o. � m uw ai a m I ! lJ 0 / Vista 0 50/ wuwuwuwuwuwu��wuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwu wuwuwuwuwuwuwuwuwuwu �wu�wuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwu ��wu��wu��wuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwuwu��wu�� Chu 1a Vista 1% 41% �wu�wu�wu�wu�wu��wu��wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�� �wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu�wu��wu��wu��wu��� El Cajon ..: . .. .::...:: : , : . : : 34/ National City ���������Iw a ��.i:�l��l�m�� I�I�I�IIUIIIIIIaI�I�lJlyl�l�lU11))ly1J�11111)1U11))11111))IyJJ:;d`�%>,!�������ll��l���������G V ����������������������m� a "" I�������������������������IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 6% 24% IN Extremely Positive M Somewhat Positive 1lulu Neutral 11 Somewhat Negative iiiil Extremely Negative 11 Q2.Please rate your overall perception of each of the following cities within San Diego County. Base size=Based to those"slightly/somewhat/very familiar"with each city Perceptions of Chula Vista ( by region ) • Overall, East County residents have the highest perceptions of Chula Vista, with almost half saying their perceptions are positive (45%). This is significantly higher than that of North County Coastal residents, where less than a third say they have positive opinions of the city (29%). Positive East County Residents II r m Il 111 �� . Illllllll�''' �0//%//////i �� 3% 45 City of San Diego w Residents North County IIIIIIIIIIIII IIIIIIIII (IIIIIIIII IIIIIIIII I (III I1111J�IIlfl��l�ll�llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll �Vo�V `t�° �������I�IIIIIIIIIIIIIIIIIII !!�iVpi�pp uuull II� 32 Residents North County Coastal1111111111111�111�111JJJJJJI������������������������������������������� �III Residents ���IIIIIIII�(IIIfllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllfl 29% iiii Extremely Positive M Somewhat Positive Milli Neutral in Somewhat Negative uululllll Extremely Negative 12 Q2.Please rate your overall perception of each of the following cities within San Diego County. Base size=Based to those"slightly/somewhat/very familiar'with each city I Data circled in red is significantly higher than other sub-group data. Perceptions of Chula Vista Communities • San Diego County residents have the most positive perceptions of the Chula Vista Marina (80%), Eastlake (77%), and Otay Ranch (74%). It is important to point out that the Chula Vista Marina scored highest in terms of perceptions despite it ranking fifth in terms of awareness (28% aware), indicating an asset for which increasing awareness could prove beneficial to the city of Chula Vista. • Hispanics have significantly higher opinions of communities such as H Street Corridor, Rolling Hills Ranch, and Main Street (67%-69%). Specifically, Main Street is held in higher regard by 18-34 year olds and those who have lived in San Diego for less than 10 years (61% and 62% respectively). Rolling Hills Ranch, on the other hand, scores very well in terms of positive perceptions among North County Inland residents (78%). Positive Chula Vista Marina 80% Eastlake 77% Otay Ranch 74% Rancho del Rey 65% San Miguel Ranch 64% H Street Corridor 1% 57% Rolling Hills Ranch 57% Northwest/Third Avenue 1111 M- 111111 3% 49% Main Street 2% 49% Southwest Chula Vista 2% 46% Extremely Positive Somewhat Positive llll Neutral Somewhat Negative iiii Extremely Negative Q7.Please rate your overall perception of each of the following towns/communities within Chula Vista. 13 Base size=Based to those"slightly/somewhat/very familiar"with each town/community Top 5 Unaided Perceptions of Chula Vista • When asked about their overall perceptions of Chula Vista, residents are most likely to cite the fact that the city is "growing/developing/has been revived" (13%). This is especially true among $100K+ residents, 10+ years residents, 35-54 year olds and residents of the City of San Diego (17%-20%). • An equal number of residents say Chula Vista is a "nice/good/beautiful city" as those who say it is "unsafe with high crime" (12%). Males, Hispanics, lower income, and younger residents are all more likely to say that Chula Vista is a "nice/good/beautiful city" (19%-26%), while North County Coastal residents are most likely to describe Chula Vista as "unsafe with high crime" (21%). • Top of mind perceptions also include Chula Vista being "close to the border" (11%) and having "appealing aspects, making it a good place to live/visit" (10%). �,,,,, Growing / Developing / Has been revived ��,,;;;,;111 F/111, 1�ll 41 Nice / Good / Beautiful city ,,f,11 o Unsafe / High crimeI I� 0 Close to the border Aeo Appealing aspects / Good place to visit / live M � %� .,..a,m -l' 1-o �o- ,- 1 o�o om � � Q3.Now thinking just about Chula Vista,what is your overall opinion or perception of the city? 14 Base size=Total Respondents(n=417) ( Green=positive, Blue=neutral, Red=negative Una "Ided Perceptions of Chula Vista (4%+ ) • Overall, unaided perceptions about the city of Chula Vista are split equally in terms of being positive, neutral, and negative. The most positive perception is that the city is "growing/developing/has been revived" (13%). The most negative being that it is "unsafe with high crime" (12%). Residents also mention the fact that the city is close to the border (11%), a perception that may be hard to change, but could potentially be minimized by shifting the focus to the fact that Chula Vista is very much a part of San Diego County and close by to the city of San Diego. . Positive Neutral��� .... .... Negative .... .. ......................................................"], 31 % 35 % _. Growing/ Developing/ o a Has been revived 13o� Close to the border 11/o Unsafe/ High crime 12/0 Nice/Good/Beautiful city 12% Good & bad areas Low income/ Poor 6% (East is nice/new; 7% Run down/Old / Appealing aspects 10/ Needs upgrading West is poor/old) 6% / o Good place to visit/live Large Hispanic/ 5% Crowded / Busy 5% Familyoriented/ Many 4% Mexican influence Too far south/ housing developments 4% Out of the way Neutral/Average Positive (non-specific) 2% (non-specific) 6o� Negative (non-specific) 5% Q3.Now thinking just about Chula Vista,what is your overall opinion or perception of the city? 1 Base size=Total Respondents(n=417) ( 4%+mentions shown,with the exception of"non-specific" responses Aided Perceptions of Chula Vista • When prompted, San Diego County residents are most likely to associate Chula Vista with its location and diversity, namely its proximity to Mexico (85%), the fact that it is a multi-cultural city (74%), and close by/easy to get to from the rest of San Diego (53%). Safety, transportation, and activities/sights for visitors all score lowest in terms of perceptions with Chula Vista (28%-37%), and therefore present areas of opportunity for improvement. • Residents of East County rate Chula Vista highest on all attributes (34%-89%), while North County Coastal provide the lowest ratings across the board (28%-85%). Close to Mexico 85% Multi-cultural city 74% Location Diversity Close by/easy to get to from the rest of SD INEENIMMENEENEM 53% Has great shopping options 49% Has great dining options 41 Attractions Has great housing communities 41% & Housing Activities/attractions are reasonably priced 39% Maintains city/infrastructure 39% Is clean 38% o General Has a lot of fun activities/sights for visitors to do /see 37/ _ Attributes Has a convenient transportation system within the city 35% Is safe 28% 1� Q9.Please indicate how much you agree or disagree with each of the following statements about Chula Vista. Base size=Total Respondents(n=417) Aspects Preventing Visits to Chula Vista • Half of respondents say a major factor preventing them from visiting Chula Vista more often is the fact that it is too far and/or difficult to get to (49%). Not surprisingly then, one in five (21%) say its proximity to Mexico is also a deterrent. Approximately a quarter cite the fact that it is unsafe and its overall reputation as reasons that prevent them from going more often (27% and 25% respectively). • North County Coastal residents point to the fact that Chula Vista is too far/difficult to get to and unsafe as to why they may not visit more often, while residents of East County say activities/attractions are too expensive. Too far/ difficult to get to IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 49% North County Coastal Residents Unsafe IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 27% significantly higher J (67/too far, 37/ unsafe) Overall reputation Illllllllllllllllllllllllllllllllllll 25% Proximity to Mexico Illllllllllllllllllllllllllll 21% unclean lllllllllllllllllllll 17% Lack of attractions/fun things to IMINIIIIIIIIIIIIIII 14% Poor maintenance of city/infrastructure IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 9% Activities/attractions are too expensive 7% �- East County Residents significantly higher(13%) Poor transportation within the city IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 7% Lack of good dining options IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 6% Lack of good shopping options INE 6% Lack of cultural activity IM 4% Don't know/None of the above llllllllllllllllllllllllllllll 22% City significantDyih g egoRe idents 17 0110.Which of the following may prevent you from visiting Chula Vista more often? Base size=Total Respondents(n=417) I "Other, please specify"not shown(6%) Aspects that Would Entice More Visits • A third of San Diego County residents say they would be more inclined to visit Chula Vista if it were easier to get to and closer to where they live (36%). This is in line with the top deterring factor to visiting the city — its perceived distance/difficulty of getting to. • Over a quarter say if Chula Vista had more attractions and fun things to do, if it felt safer to be there, and if it had a better reputation, they may be more likely to visit. Specifically, residents of North County Coastal and Inland say if they felt safer, they would be more inclined to visit (35% and 34% respectively). Easier to get to / closer to where I live 36% More attractions/fun things to do Even those with negative Feeling safer IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 29% perceptions of Chula Vista are significantly more likely to say these Better reputation IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 28% aspects would encourage them to visit Chula Vista more often Cleaner city 19% Better dining options IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 18% Activities/attractions were less expensive 18% Greater distinction/division from Mexico 13% Better shopping options 13% Better maintenance of city/infrastructure IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 11% More cultural activity 5+year olds and More convenient transportation within the city 6% residents with incomes under $100K are more Don't Know/None of the above 23% — likely to say they o `t know/none of the 18 Q11.What,if anything,would entice you to visit Chula Vista more often? above Base size=Total Respondents(n=417) I "Other, please specify"not shown(3%) Detailed Findings ii LOTH Chula Vista Bayfront Master Plan - Chula Vista Bayfront Master Plan • One out of six San Diegans say they were aware of the Chula Vista Bayfront Master Plan (16%), while the majority report that they were unaware of the development (84%). Greater awareness exists among those East County Residents, 35+ years old and 10+ year residents (18%-24%). • Despite low awareness, three out of four believe the development is an opportunity to create another vibrant destination on the San Diego Bay for residents and visitors. This is specifically true among higher income residents ($100K+) at 82% agreement. f Uamf fff 4 f agree that The Chula Vista Bayfront Master Plan is an opportunity to create another Aware of the Chula vibrant destination on San Diego Bay Vista Bayfront for residents and visitors Master Plan I� Q12.Are you aware of the Chula Vista Bayfront Master Plan? Q13. Please indicate how much you agree or disagree with the following statement. 20 Base size=Total Respondents(n=417) Detailed Findings ii L-UTH - Marketing & Communication Channels - research Vista Aspects of Chula • In terms of the aspects of Chula Vista that residents believe should be emphasized most, the Bayfront Master Plan took precedence with over a third saying this should be promoted to San Diegans (36%). Residents also believe the great dining/shopping options (33%), fun/unique tourist attractions (30%) and the fact that Chula Vista is close by/easy to get to (24%) should be highlighted. • Conversely, residents feel aspects such as the city's strong cultural activity, history, and great housing communities should be emphasized least. The Chula Vista Bayfront Master Plan 36% Great dining/shopping Fun/unique tourist attractions 30% Close by/easy to get to 24% Beautiful natural environment 23% Inexpensive to visit 22% Great for sports/outdoor activities 16% Great housing communities 15% History of the city 12% Strong cultural activity Don't Know/Not sure 13% 22 0115.In your opinion,which of the following aspects of Chula Vista should be emphasized most to the residents of San Diego County in 2014? Base size=Total Respondents(n=417) Most Utilized Communication Channels • The Internet is by far the most utilized method of finding out information about activities and things to do in San Diego County. Facebook ranks number one with 37% usage, followed by deal websites, Yelp, travel websites, and SanDiego.org— all of which are used by at least one in five residents. • 18-34 year olds, higher income residents, Hispanics and residents of less than 10 years are all significantly more likely to use the Internet to find out what is happening in San Diego. • The more traditional means of communication — radio, local publications and local TV stations — are less utilized overall; however, those who have lived in San Diego 10+ years are significantly more likely to use all three of these mediums than their newer counterparts. City of San Diego Residents sig. higher (46% Deal Websites,37%Yelp) 37% 1 � 35% North County 31% Inland Residents sig. higher(27%) r �...............1 22% 20% 15% 15% 12% 11% 11% Facebook Deal Yelp Travel SanDiego.org Local Radio Local Local TV Other,Single None of the Websites Websites Stations Publications Stations Mention above (a ,, �' 0, ., NEWS �ff] elp� Expedia- 5 ,„�,��� 0114.Which of the following do you primarily use to find out information about activities/things to do in San Diego County? 23 Base size=Total Respondents(n=417) ( 11%+shown only ii Recommendations LOTH research 25 Recommendations Marketing initiatives should actively Marketing Close to Mexico 85%16 seek to minimize the perception of 0, Chula Vista being far away/difficult to '0 Multi-cultural city 74% 0 get to by communicating the e o 53% ........... Close by/easy to get to ------------------------------------------------------------------------------------------------------------- proximity of the city to the rest of San Diego, as well as the ease of getting �������������������������������� il I;Me i�ma i there. Too far/difficult to get to 49% Unsafe 27% Overall reputation 25% "Only minutes from downtown ,San Diego"," ------------------------- a ie et to closer to where I live 36% s r to g "OR i_g-h t off the 5/8©5" More attractions/fun things to 29% ------------------------------- Feeling safer 29% 7� 0 26 � Recommendations � �� IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 27 Recommendations i ■ Promote top reasons for visiting San Diego — namely visiting family and friends as well as great shopping and dining options — which currently draw in at least a quarter of San Diego residents. ■ Continue to highlight top attractions, such as the Sleep Train Amphitheater — leading destination with high awareness and visitation. PHITHEAIE ■ Draw attention to the Third Avenue Historic Zia, Downtown District and Living Coast Discovery Center — both of which pique higher interest among San Diegans upon learning about thesew�. attractions. [IISIZYCENTER. 28 � Recommendations W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W W Recommendations Too far/difficult to get to % perceptions of Chula Vista as a safe place to Unsafe ®a live and visit, implementing marketing Overall reputation ©® programs that accurately portray the city's _______________ _ _ ____ _____________________________________________________________ _ ___� high safety record. II1I111111111 �f111�) 1111 J. 1 1J J 1>J1JJ) �JJ�JJJJJJ�J 11 J 1 JJ JJJ J Easier to get to/closer to where I live % More attractions/fun things to %® ■ Increase awareness around communities where perceptions are high, but awareness is ..F.ee....ng..safer...................................................................................................................................®°...... low — Chula Vista Marina, Rancho del Rey, Rolling Hills Ranch & San Miguel Ranch; raise J / / awareness of the Bayfront Master Plan. j" ............................................................................................................................................................................... ■ Review what other communities in San Diego have done, such as North Park and La Mesa, to revitalize their perceptions and drive visitation to their restaurants and shopping outlets. 30 � Recommendations Recommendations ■ Target specific groups among whom awareness, perceptions and visitation to Chula Vista are noticeably low. Create targeted messages for North County Inland ir ���1 residents who are significantly more like) to visit � g Y Y tourist attractions and venues than residents of other regions. 37%o ■ Allocate resources primarily to internet- related marketing, PR and advertising 35% initiatives. Facebook posts, events and advertising should take Year 31% priority, as over a third utilize this medium for finding out activities/things to do in San Diego. Deal websites and Yelp should be used to reach the Expedia 22o� residents of San Diego City. Travel websites should be used to target North County Inland residents. 20% 32 i r i r i ,,,,' � i l / „ � , i / � r, � i / , ,,, , i / sir � , � , r i / � � � , , � , i / i i i , ii , i / i i i , ii , i / i / i , i � r � , / i / i , i i / , / i / � i , � � � i � i r i / i � � i , r r, � � � / i � � i , , � / i � sir, , � � / i , � � I / i , i` ,' i �„ �� � , �, / , � �� /, � � � �� /,, � � r / /, i i �� / /i, /, �, i I, i ,,, , �„ � /, � . /� �o„�/, i, , i ri /� � i �, '` „�, �� . „ i i iii i, � i i i i I� / � r '' l � , i, / � i� / / � �, ��, f / ��,, i � i�, / i i �, � � i i � i i i �, i i �, i � � i / I � � i i i � � �i o � /i�, % .oil �,o,. i � � � �� , // i , � i ��� ,,, �� �/��/� �/ � �j� � /� ��� � / /i /i / �� // � // / /� /. `/ / / / ///// D/�//// / /�� / / , � iii / � i/� i /, � � / . ��/ , �. �/ / � , � . ��/ /�/, /, / ,. /, � ,, / ,, /, „ , . , /, „ , /i i G, ,,, � , / i ��,, it �� //i � � , / i� �� �/ / // , � � � � i ,, /� �, / � it I ��/ � i / � / i ,,,, l i � , / i // //% O i /%/ � / � / / � /// / i / / /// / , , , / , / � , , // /, // , , ,/ , / , / � ,/„ / / �„ //, , , , /,/ / , , ,, / , /, /� / // ,, � i i i �� i/ � � , � , �� � � � � , , �� , , /�� i�,,,, /D �„ ,, ,, �� /r ,:, ,,, „ , , l /I , �l iii i l l l � � , � � i i i l � i i i / a i l i / 1 l l / l l / l Vii, / � / ,, � � i ,,,�,,,,,�,/,o �, , i� ii O/ � � / � �/% , � , / � �� � i // r � ,,,,r.� ,,„ i �,, / , ,, , � /, ,, �� �i �, � , � �, �� � i „ , o�� � � ��� i ,,,00 ,,,, ,,,,�,,, r l � i ll off/�/�f�/ �i Appendix LOTH Respondent Profile - research Respondent Profile YY Illllllluuu il IN IIIIIIIIIII II IIII�II II� I III II�III IIIIIIIIII 11111111111 III IIII�IIII IIIII�IIIIIIIIIIIIIIIIII IIIIIIIII IIIIIIIIII III�IIII�II III III�IIII IIIIIIIII 1111111 IIII�IIII�III IIIIIIII IIIIIIIIIII VIII II�IIII IIII�III II VIII III IIIIIIIII iiu III Base Size 417 166 251 156 141 120 171 133 92 115 300 Gender Male 40% 100% - 40% 40% 39% 37% 40% 48% 68% 29% Female 60% - 100% 60% 60% 61% 63% 60% 52% 32% 71% Age 18 to 24 years of age 12% 12% 11% 31% - - 15% 10% 9% 1 % 9% 25 to 34 years of age 26% 26% 26% 69% - - 28% 26% 25% 38% 21% 35 to 44 years of age 17% 17% 17% - 50% - 12% 3% 17% 18% 17% 45 to 54 years of age 17% 16% 17% - 50% - 16% 14% 6% 10% 19% 55 to 64 years of age 18% 19% 18% - - 64% 20% 17% 15% 11% 1% 65 years or older 10% 10% 11% - - 36% 9% 11% 8% 3% 1 % Mean 43.56 43.22 43.77 26.88 44.46 64.16 42.33 43.52 43.55 36.30 46.26 35 Bold red data indicates significantly higher data among sub-groups. IIUIII I I IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII IIII I II I II I G III III pp � IIIIIIIIIIIIIII VIII IIIIIVII III IIII 111111 II�III III II 11161IIlumium IIII�IIII IIIIIIIIII IIIIIUIII III 111111 III�III 111111111 IIIIII@II III III�III 11111111 VIII IIIII�III IIIIIIII IIIIIIIIII IIII III�IIIIIIIIIIIIIIII VIII IIIIIIIII uu (IIII IIIIIIII 111111 it Respondent Profile II�VII� IIS i�� ® � IMV w � VIII Base Size 417 166 251 156 141 120 171 133 92 115 300 Region North County Coastal 18% 15% 20% 19% 12% 23% 17% 18% 16% 9% 21% North County Inland 25% 29% 23% 22% 30% 23% 26% 25% 24% 33% 22% City of San Diego 28% 30% 26% 32% 25% 25% 23% 29% 3 % 29% 27% East County 22% 20% 24% 19% 25% 23% 25% 23% 16% 18% 24% South Bay 7% 6% 8% 7% 8% 6% 9% 6% 4% 1 % 5% Ethnicity White or Caucasian 58% 42% 8% 38% 2% 77% 46% 8% 62% - 80% Hispanic or Latino 28% 47% 15% 42% 23% 13% 3 % 19% 26% 100% - Asian or Pacific Islander 6% 2% % 12% 6% 0% 6% 7% 7% - 9% Black or African-American 5% 5% 4% 4% 6% 4% 8% 3% 2% - 6% Native American or Alaska 1% 2% 0% 1% 1% 2% 2% 1% 0% - 1% Native Other 3% 2% 3% 3% 1% 3% 2% 2% 3% - 4% Prefer not to say 0% 0% 1% 0% 1% 1% 1% 1% 0% 0% 0% 36 Bold red data indicates significantly higher data among sub-groups. IIUIII I I IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII IIII I II I II I G III III pp � IIIIIIIIIIIIIII VIII IIIIIVII III IIII 111111 II�III III II 11191IIlumium IIII�IIII IIIIIIIIII IIIIIUIII III 111111 III�III 111111111 IIIIII@II III III�III 11111111 VIII IIIII�III IIIIIIII IIIIIIIIII IIII III�IIIIIIIIIIIIIIII VIII IIIIIIIII uu (IIII IIIIIIII 111111 it Respondent Profile II�VII� IIS i�� ® � IMV w � VIII Base Size 417 166 251 156 141 120 171 133 92 115 300 Length of Residence in San Diego Less than one year 7% 10% 5% 11% 6% 3% 11% 4% 4% 13% 5% 1-5 yrs 12% 9% 14% 22% 8% 3% 13% 14% 8% 14% 11% 5-9 yrs 10% 13% 8% 13% 6% 11% 9% 12% 7% 11% 10% 10-20 yrs 18% 15% 20% 20% 17% 16% 12% 16% 28% 19% 17% 20-30 yrs 22% 20% 23% 23% 22% 19% 22% 18% 27% 17% 23% More than 30 years 27% 26% 28% 7% 3 % 43% 26% 32% 24% 18% 1% Don't know/Prefer not to say 5% 7% 3% 4% 5% 5% 7% 5% 2% 8% 4% Children Under 18 One 15% 15% 14% 21% 1 % 6% 15% 11% 23% 23% 12% Two 10% 3% 7% 10% 16% 1% 6% 14% 12% 14% 8% Three 6% 7% 6% 6% 1% 2% 6% 5% 9% 9% 6% Four 1% 1% 2% 2% 1% 0% 1% 1% 2% 1% 1% Five or more 1% 2% 1% 2% 2% 0% 2% 1% 1% 4% 0% None 66% 61% 70% 58% 54% 1% 70% 8% 53% 50% 3% Prefer not to say 0% 1% 0% 1% 0% 1% 0% 2% 0% 0% 0% 37 Bold red data indicates significantly higher data among sub-groups. � Respondent Profile Appendix LU-TH Executive Summary - research Executive Summary Just under half of San Diego County residents say they are somewhat/very familiar with Chula Vista. Within Chula Vista, San Diego County residents are most familiar overall with the co mmu nitie s of Eastia ke, Otay Ra inch an d Main St re et (3 2%-35 ------- ---- --------- -------- - ---- ----------- ----- --------- ---- ------ ---- -- ---------- --- --- --- --- ----------- --- ---- -- -- --------- • Higher levels of awareness among Hispanics, San 49% Diego City & East County residents (54%-63%) — not only for Chula Vista overall, but for the say they are individual communities within. 3% Somewhat/Very Familiar with Chula Vista • Non-Hispanics, older (55+) and North County residents are more likely to be slightly familiar. Not Aware • Awareness is high among those with a positive Know the Name Only perception of the city (82%), implying a positive IIIIIII Slightly Familiar correlation between a person's sentiments and ik��I Somewhat Familiar their knowledge/experience with Chula Vista. 11101i Very Familiar 40 Parts may not add up to the sum due to rounding. f ff f ����JJJJJJ���11����������������»>�11111111111111�1111»1f1111111111f111111f11f1111a1111f11f111111111f��1�1�11111��1i1�11111�111�111f Executive Summary ,l On average, those who visit Chula Vista say they visit 12 times a year. Most say they travel to Chula Vista to visit family and friends, as well as for the shopping and dining experiences, followed by entertainment and work/business. ■ Less than half say they visit more than once a year Reasons for Visit (47%). One out of six say they never visit (16%). 39% Visit friends/family ■ Those who visit significantly more often include: - Hispanics: 22 times/year - City of San Diego residents: 16 times/year 34% Shopping - Those with children in the HH: 15 times/year - 18-34 year olds: 14 times/year 25% Dinin ■ East County residents go to visit family and g friends; San Diego City residents visit for the shopping and dining experiences. 21% Entertainment ■ A third of North County residents say they never visit Chula Vista; however, they are more likely uuum°�m�,,,,,,, than other residents to visit tourist attractions ��� m 1$% Work/Business and venues when they do go. 41 Executive Summary There visitation , perhaps most importantly, residents of San Diego County express a significanti learningspecific attractions upon namely HistoricCenter and Third Avenue y among others. ■ A quarter say while they were not previously aware of the Living Coast Discovery Center and Third Avenue �� Historic Downtown District, they would be interested °'` C"TER. '�n¢i in visiting. ■ North County Inland residents show significant interest in these as well as Chula Vista Marina, Sleep Train Amphitheater and Aquatica. 1%W907 ��� �� pUuuuiiiiuiiplllllll II mill ll Wil Sleep Train Amphitheater 71% Sleep Train Amphitheater 3% Living Coast Discovery Center 28% Aquatica 67% Third Ave Historic Downtown 33% Third Avenue Historic 21% Downtown U.S. Olympic Training Center 61%,,j [Chula Vista Marina 30% (%who were not aware but interested) 42 Executive Summary Overall.. 41% express positive perceptions of Chula Vista. Residents of San Diego County have the most positive perceptions of the neighborhoods Chula Vista Marina, Eastlake and Otay Ranch within Chula Vista (74%-80%). ................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................. Top 5 Unaided Perceptions (Based on open ended responses) ■ Hispanics, lower income and East County Growing/Developing/Has been residents are more likely to express positive revived opinions of the city, while Non-Hispanics, 0 Nice/Good/Beautiful city W. higher income and North County Inland residents are more likely to say that their ////////////// < (D perceptions are somewhat negative. Appealing aspects/Good place to visit/live ■ Overall, top of mind perceptions were evenly // ...................................................................................................................................... split in terms of being positive (35%), neutral (D 'Q 0 (31%) and negative (35%). W • Unsafe/high crime IIIII .................................................................................................................................... (D rD se to the border 43 IIIIII ( IIII IIIII IIll II VIII I Executive Summary lllll����������llllllllllll�dlllll�IIIIIIIIIIII�IIIIIIIIIIIIIIII�IIIIIIIIIIIIIII��IIIIIIII�IIIII IIIIIIIIIIIIIIIII IIIII�IIIII IIIIIIVII1i11�1 IIIIIIIIII�IIII IIIIIIIIIIIIVI��IIIIIIII IIIIIIIIIIIII��IIIIII�VIII IIIIIIIIIIIIIIII IIIIII�IIIIII�IIIIIIII�IIIIIIVIIII1il�ll IIIIIIIIIIIII�IIIIIIIII IIIII�llllllllllllllllll1111111111 Illllilllllll IIIIIIIIIIIII IIIIIIIVIIIIII VIII IIIIIIIVII San Diegans point to Chula Vista being too far, unsafe, and having a poor reputation as reasons that prevent them from visiting more. They say that if it were easier to get to, had more attractions/fun things to do, and felt safer, they would be more inclined to visit. EZZME ■ Top associations include its location and NNEEM diversity. Safety, convenient transportation Close to Mexico % within the city and activities/fun things to do Multi-cultural city % are all ranked lowest (28%-37%). Close by/easy to get to /® ■ Distance, the perception that the city isiIIIZi unsafe and its overall reputation are among Too far/clifficultto get to % the top reasons why county residents say Unsafe 7% they don't visit Chula Vista more often. Overall reputation °/® Illllllllll)JJ��J��JJ �)111111�J�JJ�J �J�JJ�Illlll��7���� ■ Even those with negative perceptions of Chula Vista are more likely to say these top Easier to get to/closer to where I live 36% 3 appealing aspects would encourage them to visit Chula Vista more often. More attractions/fun things to % [_Feeling safer % 44 � Executive Summary SErnetz by far the most utilized method of finding out information about activities and things to do in San Diego County, while more traditional means of communication — ndio, local publications and local N sfa[ions — are less utilized overall (11%-12% usage). Top 5 Communication Channels • followed kby deal websites is the most l(suc�h astlLiving Social, Grouo , zon ocal), travel ebsit�esn(such aas Trlp Advisor, Fae°° x Expedia) an e are used by at least one in�five lresidents. o:m w.e:n : - 35% 0 • What should be promoted in 2014? Residents of San Diego believe Chula Vista should emphasize the Bayfront Master Plan first and foremost. This was followed y .ravel Websites - 22% Ex�la e city's ns (un and unique tourist attractions, and the fact that it is close by/easy to get SanDiegoog - 10% SU,� , to (24^/..-36^/). Appendix LOTH Questionnaire - . Questionnaire 167131—LiIyTTH RESEARCH—CITY OF CH ULA VISTA AWARENESS AND PERCEPTIONS RESEARCH STUDY QUOTAS Dila SCHEENIIINC CIRITERM T t4l N:=400 + Minimum N:=50 Ipeir region: North County Ecr,astall North County IlInland City of S&n Diie;go East County South IBay Screening Criteria: + Ages 18+ . Live in San Diego County(excluding ChulaVista) ANTI [P 1OGRAMlME,R NOTE: INSERT FOLLOWING TEXT ON SEPAR TE SCREEN] Thank you for agreeing to participate in our web survey. We want to assure ye,u that alll of yo uir responses willl Idle strictly confiidential &nd no on�e wiIIl atternpt to sell you anything as a� res,cuiIt of this research. This survey shio uld take alpproxi�in ,atelly 10 minutes to coiniplete, Nease I keep in mind, iifyou are unable to cernplete the su irvey in oine sitting, you can AWays clos,lee the wiinclow aund return at a later thane to finish., When you are heady to,cointiincule,you can click on the original link in the email and the survey w0i resume where you left ntf, Neas-e note that your wiill not Ilae able to,go (hack and change your answers. 47 . Questionnaire SCREENING QUESTION S1. Please enter your gip ccs-de: [IF ZIP CODE =WITHIN CHPULA VISTA OR OUTSIDE OF SAN DIEGO,THANK AND,TERMINATE] [ADD(HIDDEN QUOTA TO TRACK FIVE REGIONS(I'W=SD MINIMUM IN EACH):N#' RTHI COUNTY COASTAL,NORTH(COUNTY INLAND, CITY OF SAN DIEGO,, EAST COUNTY,SOUTH IRAQ'] S2® Which of the following includes your age? T. Uinder 18 years of age [THIAN K AND TERM INIATE] 2.. 3.8 to 24 years of age! 3.. 25 to 34 years of age! 4.. 35 to 44 years of age! 5.. 45 to 54 years of a;ge. 5. 55 to 64 years of age! 7, 65 years,n,r olden 95,, Prefer not to answer[THANK AND TERIMINATE] Sae '+A"'hiclh of the ffcrlllcawing lest describes your ethirriic heritage` T, White or CaLlcasiian 2.. Black or African-Arneriic;an 3.. Hiispanic or Latina 4. Asian,or i Islander 5.. Native Americain or Alaska Native 6.. rather T Prefer not to say Som Plea-se indicate whether you or any rrmerrmlbeirof yrcuir immediate family work for any of the ffollowiing.IlPlease select alll that apply.[RANDOMIZE LIST."MULTIPLE RESPONSE] T. A marketing reseaircrli,co mlpany carr departrrment[T'EFtMINIAT'E] 2.. Aadvertiisiin�g agency carr pubhiic irelatinns fiurm ['TER IINA�TE�]I 3.. Nome of the above[;ANCHOR.;MUTUALLY EXCLUSIVE] 48 [END OF SCREENER] Questionnaire MAIN QUESTIONNAIRE We wound like tO understand your experiences and perceptions as it relates to dliffereirt Dines within San Diego Couiirty- [lIN'SEIIRTSPACIE HEIRIE;START Q1 ON-INEuW UNIE]I CI1,. How familiar are you with the following cities witd,liir Sari Diego County's[SIIINGILE RESPONSE] Very Sormewhat, Slightly Know the Not Aware Familiar Familiar Familiar Nairne Only (5) (4) (3] [ ] (1] a, Chula Vista b. Ocearrrrslide c.. Escondido d. Carlsbad e.. EI Cajon f.. Vista g. Sari Marcos h. Encinitas I.. National City ]. La(Mesa C12. Using a 5-poiint scale where S is"Extremely Positive"and L is"Extremely Negative," please rate your overall perception of each of the following cities voithliin Saiz Diego Coainty.[SIINGILE R'ES,PO NISE.]I, [SIHOWWI ONLY THOSE Extremely Sormewhat, Ni Somewhat Extremely CITIES WHERE COOIES 3-,5 Positive Positive Negatliive Negative WERE SELECTED IN Q1] (5) (4) [3,] (2] (1) CI3. Now thin irggjuist about Chula Viista,what its your oveirallll opinion or perception of the city? [OPEN END;INSERT TEXT BOX] Q4,. On average,how often do you visit the clity of Chuila Vista?'[SINGLE R,'IESPONI'SE,] 1. Once a week or im are 1,. 2-3 times a rcmontlh 3. Once every 1,'to.3 r initis 4. Once every 4 to S months 5. Once a year 49 5. Once every fetes years or Mess 7. 1 never visit the city of Chula Vista[SKIP TO Q5] Questionnaire Q5,. What is Your primary ireas,on(s)for OsAing Chula Vista?Please select all that apply. [ROTATE LIST';MULTIPLE RESPONSE] 1. Sholpping 2,. Clim'iiimg 3.. Entertainment(rnovies,,concerts,,(plays,et._) 4. Boating/water sports 5. Golf 6. HukWnig/BikingfWalking 7. Team slportsf'ac,ilitiiesffiields(soccer,Ibaselballlll,basketball) 6- Enjoy/take in the natural landscape/environment 9. Visit tourist att,ract;iorns/ve,n Lies 10- Visit farmil'yffnieirnds who live in Chula VF sta 11,- Work/business 12,- Other,please,slpeoify, Ct6.. How familiar acre you with the following towns/communities within Chula Vista?[SlNrjLE RESPIONISE,] Very Somewhat Slightly Knowthe Not Familiar Familiar Familiar Naim e Aware only 1. Chula Vnista Invi'iahira 2. Eastlake 3. Cmtary Ranch 4. Raimcho del R.ey 5. Salm IM€gu.mel Ranch H. Rolling Wills Ranch 7. Southwest Chula Vista 8. Northwest/Third Avenue Chula Viiista. 9. Main;Street 10.H Street Corridor [IF"INCT'AYW'"ARE`'A,NIICIJOR"KINOWM!THE'.(NAME OINLY"IS SEILECTED IFCKIR ALL,SIKIIP°T'O Q8] CI.7. Usiirng a 5-poiiirt,scale where,5 is"lExtremely Positive"and 1 is"Extremely Negative," please rate your overall perception of eac,hr ofthe follllowingtoww ns/roirnmunitie;s within Chula Vista. [SINGLE RESPONSE] [ONLY SHOW THOSE Extremely Somewhat Neuitrall Somewhat Extremely TOWNS WHERE CODIES 3- Positive Positive Negative Negatiive 50 5 WERE SELECTED IN I Ct6] (5] (4) (3] (2] (1] . Questionnaire Q8,. Fore ach of the fall llovwirg,Imdease select,the optior that most accuratelly describes;your experience with eachattraction Ilocated in Chula Viista_[RANDOMIZE LIST;SINGLE RESPONSE] [NOTE TO PROGRAMMER:CAN YOU MAKE WIDTH OF FIRST COLUMN(WITHI AiTTRACTICINI NAMES)WI'DIE R AN D TH E OTHERS MORE NARRiC}i Have Heard of Neuer heard Never visited but never of butwould heard)of and visited be have interested iin no interest in visiting visiting 1. Sleep Train Amphitheater I,foirmierly Cricket Amphitheater] 2. U.S.Olympic Training Center s. Living Coast Discovery Center (formerly Chula Vista Nature Center) 4. Chruula Vifst,a Mlarina 5. Otay Ranch Town Center 6. Chula Vista Center 7. ThirdAvenwue—HliistcariclDowntown 8. Aquatica(formerly Knotts Soak City) 9. Chuula Vifst,a C:all f Courses Ct9. Usiinga 5-polint scale where,5 is"Stroingly A,gree`and,I is"Strongly Disagree,"please indicate how much you agree or disagree with each of the followviiirg stateimeints about Chula Vista. [RANDOIMIIZE LIISIf,SINGLE RESPONSE] strongly Agree Neither I3iiisagree Strongly Agree Agree/ Diisagree Chula Viista...... Diisagree ]5[ (4) [,s] �2) [1] a„ Is safe b• Is clean C. Is close l to gest to from the rest of San Diego d. Has a convenient transportation system within the city e. Has a Ilot of fun activities/sights for visitors to do and see, f. Has great dining captuoins g. Has great shopping optiions Ihi. Is a multi-cultural cAy il. Adequately mamitains,the city/ infrastructure ], Activities/attractions are reasonably priced k. Is close to Mexico 51 II. Has great ho11isin,g communities a Questionnaire C!10. Which of the following may prevent you,from visiting Chula Vista more often?Please select all11 that apply. [IFkANICi,CpiNdli IZE LIIST;MULTIPLE RESPONSE] 1. Overallllll reputation 2. iUnsafe 3. Unclean 4. Too far/diiffictdlt to get.to 5. Poor transportation within the city 6. Lack of attractions/fun things to 7. Lack,of goodl dining options 8. Lack of gcodl shopping options 9. Lack,of culturaFll activftya 10_ Poor rmauirrnt�e,inainc:e of c,ity,llinfirastructure' 11_ Activitiies/attractions,acre too expensive 12,- Proximity toMexico 98- Other,please,specify 99_ Dair`t know/None of the above Ct11. Wheat,if anything,would entice you to visit Chula Vista more often,?Please selllect all'I[that applly_ [RA!NQN91MIZE LI'ST;,IMUILTIIPLE RESPONSE] 1. Beltteir reputation 2. Feeling safer 3. Cleaner City 4. Easier to get to/closen to where,I Ililve 5. More convenient transportation within the city 6. Mone attractioans/fun things to 7. Better dining options 8. Better shopping options, 9. More CUltuurallactivity 10_ Better maintenance of ciity/infrastructuwire 11,- Activities/attractions were lessexpensive 12_ Greaterdiistinct:ion/division from Mexico 98_ Other,please,slpeciif'y, 991 Don't Know/None of the above. Q12. Are you aware of the Chula Vista&ayrfra nt Waster Plan? 1. yes 2. No ]SHOW THE FOLLOWING STATEMENT'ABOVE'Q1:31 At 5:3.5 acres„ the Chula Osto Bayfront altoster P;ora wviU trornsfbrann Chula Vista's underused irndursMal boyfrarnt larndseope ontca a thriving residentf of and woHd-class waterfront resort desb natbn. The Won estoblishes thousands of new fob's, creates new public parks, protects naturo; caostal resources; provides conference orad 0sator-seruiang o:rmenaties and builds an inaportamt asset for the San Drepo regrora,, the South dray, Chulo Vista residents Geld cuastW 52 visitors. The Bayfront Master Pfarn is the result of a decadl fiaomt planning effort and was Questionnaire up,proved by the C a,iifearwnica Coastal Commission in August of 201,2. [PLEASIE ADD SUFFICIENT SPACE BEILOsrynr PARAGRAPH&Ai QUESTION WORDli Q13., Using a 5-poi nt,srale where,5 i4'Stroi filly Agree"and I is.'Strongly Disagree,"please indicate hour much you agree or disagree with the following st,aternent,.[SINGLE RESPOINSIE] The Chulla Vista Bayfront ItiNaster Plan is; Strongly Agree Neiiither Diisalgree Strongly an opportunity to create another vibramt Agree Agree/ Disagree destination oin San ID'ie,go Bay for residents Disagree and visitors. (5( (4( (,3) (2( (1) Q14., Which of the following do you primarillly use to find orit iiinform ation about actiiiviit,iesftlhingsto do in San Diego County?Please:select all that apply.[ROTATIE LAST,ANCHOR CODIES 7-99; MULTIPLE IRESPCIINSE] 1.. Yelp 2. Facel000k 3. Twitter 4. ©eall Websites(Living Social,G'roupon,Armazoru(Local,etc.) 5. Travel websiites(Trop Advisor,Expedia,etc.] 6. SanDiego.org 7. Local Puiiblliieations,itheiirwehsites(please spec'dfy( S.. Local Radio Stations/their websAes(plllease spec,ify°) 9,. Local TV Stations/theur websites(please specify) 95. Other,please specify, 9.9. None of the albove Q15. In your olpininion,whikin of the following aspects of Chula Vista should be emphasized most to the residents.of Bain(Diego County in 2014'?Please selllect up to three.,[RA,NIDOMIZE(LAST„INu!dUL'TIIIPILE RESPONSE] 1.. Close,by/easy to get to floc,ate:d only 7 miles from Downtown San Diego] 2. Great diirnuingfshoplping 3. Fun/uinipue tourirSt attractiaapis 4. Great forsports/outdoor activitiies(golf couirses/hik,ingtreiIs,iboat,ing) 5. Beautiful natural environment 6.. Inexpensive to visit 7. History of the city S. Strong cultural activity 9. The Chula Lista Eaayfromt Master Plan(developingthe city's landscapef 10_ Great housiiiiing communities 53 95_ Other,please specify 99. Don't Itnovv/lNot sure Questionnaire DEMOGRAPHICS D1. Please,Indicate your gender. 1. tale 2. Female D2. How Ilorr6 Ihnaveyou lived in Sai n 1Diego County?[INSERT DRCMIPIDOWN IMENUi WITH IIIWCIVIDUAL PUINCHI SELECTIONS] 1. Less than r one ye-air 2. 1.year 3. 2,years 31,- 30 years 32,- More than 30 years 99_ Don't knova/113're,ffer irrart to say DS- Nowa many chillidiren doyoU have under the age of 18? 1. rine 2. Two 3. Three 4. Eouir 5. Fve or more 98- alone 99- Preffer inot to say C14-. 'u1r"hiic,h of the following includes your Ih o,usehollb"s tonal yearly income? 1. Under$25,000 2. ',$25,000 but less than $50,000 3. ',$50oOGO but Fess than "$75,,,6,30 4. ',$75pOGO but less than $100,000, 5. ',$100,,0100 Ibut Ille,ss thain$1,50,0010 6. ',$1501,,000 Ibut ie ss thain$200,00,10 7. ',$2001,0,,00 but Ille,ss than$2,50,00,10 8. '$250,,000 Ibut Ille,ss thain$300,000 9. ',$300,000 and;over 10_ Preffer inot to say 54 . Questionnaire Cts. W Hch of the following best descrihe!s the highest level of education,that you have completed? 1. ILess thain high school 2. High sclh�ood,/GlED 3. Professional school/trauniing�,'iii�.e., Meohain iic„15eautkiaar) 4,. Some college 5. Associate's degree 6.. Bachelor's degree, 7. Some graduate school S. Graduate school degree S. Prefer imrtot to say Thank you fortaking the time to complete o,ursurvey. [EIh D SURVEY] 55