Survey Research Study by Cam Brantley-Rios

Running head: PARKS AND RECREATION SURVEY

City of Auburn Parks and Recreation Awareness, Opinions and Participation Survey Analysis

PRCM 4510 Presented to Alison Hall, Gabby Meredith and Matthew Zimmerman

Presented by: Camren Brantley-Rios Erin Cornell Megan Cornell Chelsea Phillips Tori Rivers

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Table of Contents Introduction………..………………………..……………………………………………………..3 Literature Review……...………………………………………………………………………..…4 Methodology………………………………………………………………………………………7 Results……………….…………………………………………………….……….…………….19 Discussions, Conclusions and Limitations………………………………………………...…….22 Supplemental Materials.…………………………………………………………………………26 Brainstorming questions.………………………………………………………………...26 Research for Proposal……………………………………………………………………26 Blurb……………………………………………………………………………………..27 Relevant links…………………………………………………………………………….27 Results: charts, graphs and answer responses……………………………………………28 Email correspondence with client (screenshots)…………………………....……………35 References…………………………………………………………………………………..……46

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INTRODUCTION The City of Auburn Parks and Recreation Department’s mission is two-fold, “to provide quality leisure services and facilities to the citizens of Auburn and to appropriately manage Auburn's cemeteries.” The Parks and Recreation Department promises to achieve the mission by establishing and organizing quality programs that address the diverse leisure interests of Auburn's citizens; managing safe, well-maintained parks, facilities and cemeteries; exceeding the needs of citizens, advisory groups, local officials and the media through a commitment to effective and efficient delivery of services and a positive approach to customer service; and continuing to offer innovative programs and up-to-date facilities (“Mission Statement,” n.d.). The research shown throughout this report reflects the services and facilities portion of Parks and Recreation’s mission. Auburn Parks and Recreation maintains community facilities, which includes athletics facilities, recreation centers, community arts centers and parks. The department also offers a variety of programs and special events throughout the year for citizens ranging from youth to seniors. Auburn Parks and Recreation currently does not have its own social media accounts and operates only under the City of Auburn’s accounts. The department has made technological updates in other areas however and plans to launch a more user-friendly website at the start of 2015. Alison Hall, community and special programs director for Auburn Parks and Recreation, requested research be completed on the current activities and events offered in order to ensure the satisfaction of patrons. To achieve crucial feedback for the success of its programs, researchers were asked to create a survey targeting the Auburn community. The researchers presented three areas, which they planned for the survey to measure. These areas include:

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community awareness of Parks and Recreation, positive and negative opinions and levels of participation. Establishing awareness of Parks and Recreation events is essential in creating positive opinions in citizens. Positive opinions will then lead to increased participation. The goal of the survey is to show which events in particular are popular, which need to be changed and which need to be removed completely in favor of other concepts. The survey will also provide insight into how to engage more citizens in Parks and Recreation programs in the future and retain the individuals who are already involved. This paper details the process the researchers followed in evaluating the Auburn Parks and Recreation Department; including examination of similar Parks and Recreation departments, methodology involved in creating and distributing the survey, survey results, discussion of results, references and supplemental materials.

LITERATURE REVIEW Several Parks and Recreation departments around the country have taken advantage of the helpful feedback provided by survey participants. In a search for the purpose of comparison, Group Four researchers found that similar surveys were exercised in Columbia, Missouri; Saint Paul, Minnesota; Joplin, Missouri and Portland, Maine. Each group had a similar goal: to gather citizen input to help establish priorities for the future development of parks, facilities, programs and services within the community. The City of Columbia Parks and Recreation (2011) conducted an online Needs Assessment in advance of the revision of Columbia Parks and Recreationâ&#x20AC;&#x2122;s 10-year master plan (2013). An invitation to complete a web-based survey was sent via email to 6,079 Parks and Recreation web mail subscribers. Because of sampling procedures, individuals who use parks or

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facilities, yet are not web mail subscribers, were not included in the sample. To increase response rates, online respondents were offered an opportunity to enter in a drawing for prizes and hard copies were also offered to anyone unable to enter online. A total of 786 completed surveys were received between No. 9 and Dec. 2, 2011, for a final response rate of 13 percent. Columbia Parks and Recreation conducted surveys in 2010, 2011 and 2013. The survey instrument included questions similar to the 2010 Parks and Recreation Citizen Survey. For questions in which respondents were asked to indicate rankings, data were cleaned to remove multiple identical responses per respondent on a single question. The City of Saint Paul conducted a Community Attitude and Interest Citizen Survey (2008) that was administered by a combination of mail and phone throughout households in the Saint Paul. Surveys were mailed to a random sample of 3,000 households. Approximately three days after the surveys were mailed, each household that received a survey also received an electronic voice message encouraging them to complete the survey. In addition, about two weeks after the surveys were mailed, households were contacted by phone. Those who indicated they had not returned the survey were given the option of completing it by phone. The goal was to obtain a total of at least 700 completed surveys. This goal was accomplished, with a total of 797 surveys having been completed. The City of Joplin Parks and Recreation Department conducted a Community Attitude and Interest Survey (2014) throughout May, June and July to obtain feedback of its parks and recreation facilities, programs and services within the community. The survey was designed to obtain statistically valid results from households throughout the City of Joplin area based on the resources available. The survey was administered by paper and electronic means. The goal was to obtain a total of at least 600 completed surveys. However, there were only 466 surveys completed.

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The City of Portland conducted a Parks and Recreation Community Needs Assessment Survey (2007) during the months of March and April. The survey was designed to obtain statistically valid results from households throughout the City of Portland. The survey was administered by mail. Leisure Vision worked at length with City of Portland officials and members of the Portland community in the development of the survey questionnaire. This work included a series of focus groups and stakeholder interviews held with City of Portland elected and appointed officials and community members. This work allowed the survey to be tailored to issues of strategic importance to effectively plan the future system. In March 2007, surveys were mailed to a random sample of 2,000 households in the City of Portland. Approximately three days after the surveys were mailed, each household that received a survey also received an electronic voice message encouraging them to complete the survey. The goal was to obtain a total of at least 500 completed surveys within the City of Portland. This goal was accomplished with a total of 517 surveys having been completed. There are distinct differences among each group in the number of survey participants and how the surveys were distributed. Group Fourâ&#x20AC;&#x2122;s survey was distributed via email, received just above the goal number of respondents at 52 and was only available for one week. Similar surveys that were dispersed in other cities had hundreds of participants, were available to citizens for one to three months and were delivered through diverse channels, such as mail, phone and paper. One group also offered incentives to increase the amount of responses, which Group Four did not do. Overall, Group Four, as well as the other cities that were studied, was successful in acquiring valuable information that will help meet its goals.

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METHODOLOGY City of Auburn Parks and Recreation is the client for the research study. The Group Four researchers were given information about the Parks and Recreation department of the City of Auburn. Group Four researchers met in the classroom Oct. 30 for initial brainstorming. It was decided that the purpose of the survey and research was to discover public awareness and opinions about Parks and Recreation. Brainstorming questions are included in the supplemental materials section at the end. A request for proposal, or RFP, was developed Nov. 4 to address the goals and focus of Group Fourâ&#x20AC;&#x2122;s survey and was sent to the client. The researchers proposed a survey that measured three areas: awareness, positive opinions and participation. The RFP details are included in the supplemental materials section at the end. The researchers then met outside of the classroom on Nov. 9 to discuss what survey questions should be developed to discover brainstorming topic areas. Sample questions were developed to cover public opinions and participation levels, but a better understanding of the department and the clientâ&#x20AC;&#x2122;s goals was needed to adequately address the desired research areas. The researchers first met with the client on Nov. 11. Alison Hall, community and special programs director for Parks and Recreation, was present to represent the client. Gabby Meredith, community programs director, was also present to represent the client. The Group Four researchers did not have direct correspondence with Meredith, but she was copied on a few emails along with Hall. All email correspondence is included in the form of screenshots in the supplemental materials section at the end. At the initial meeting with the client, Hall met with each group to clarify organizational goals for the focus groups, surveys and research. Group Four researchers were assigned the

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development of a general survey. The client wanted to receive feedback from the Auburn publics about specific events and the popularity and attitudes associated with department operations. Hall also wanted to try to target single, young adults without children and receive data from this subgroup if possible. Residents of the City of Auburn were the main target audience. The research goal was to understand how residents of Auburn feel about the Parks and Recreation department. Another goal was to discover which events are more appreciated/popular than others and whether some events should undergo change or deletion from the calendar. Hall presented each group with a general understanding of Parks and Recreation operations. After the in-class meeting, Group Four researchers requested more information about Parks and Recreation sponsored events, including brochures of the year-round programs, a list of the most popular programs, a list of programs believed to need more attention and any other related information. The same day, Hall responded with a link to the winter quarterly brochure and a list of Parks and Recreationâ&#x20AC;&#x2122;s most popular special events. With the extended information received from the client, Group Four researchers met Nov. 13 to develop survey questions designed specifically for the target audience. Originally two surveys were created: one for Auburn University students and one for City of Auburn residents. After speaking with Hall, the researchers desired that a community survey better fit the research goal and clientâ&#x20AC;&#x2122;s needs. All survey questions and an explanation of reasoning behind each is included in the supplemental materials section at the end. After creating the survey, the researchers met with professor Zimmerman on Nov. 18 to discuss the group project and for instructions about how to use Qualtrics, which is an online survey software. Survey questions, using Qualtrics, were sent to Hall Nov. 18. Hall sent back edits to the survey, with wording changes and corrections made to some questions on Nov. 19.

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Corrections were made and the survey was sent back to the client. The client requested more editions on Nov. 20 and also desired a summary blurb about the purpose of the research to accompany the survey. Group Four researchers sent the final survey back to the client accompanied by a blurb on Nov. 21. The blurb is included in the supplemental materials section at the end. The survey was then distributed on Nov. 24 through the City of Auburn website, an Enotifier system and a LeisureLink online newsletter, which reaches approximately 1,200 email addresses. The survey consisted of 18 questions including open-ended, Likert scale, singleanswer and multiple-answer styled questions. The survey was closed Dec. 2 at 5 p.m. and received 52 submissions. It was distributed during the week of Thanksgiving, which is believed to somewhat account for the small number of survey participants. The Group Four researchers met Dec. 2 to discuss the status of the survey. The group also met with Zimmerman to discuss next steps and how to construct conclusions from the data received. The survey was closed at 5 p.m. that day. The researchers then met Dec. 3 to develop a brief presentation of initial findings and next step planning. On Dec. 4 the researchers presented a summary of the project so far to Zimmerman, Hall, Meredith and the rest of the student researchers. The researchers then split up paper responsibilities to conduct a detailed research analysis. The following is a list of survey questions and an explanation behind each: 1. How long have you been a resident of Auburn? • • • • •

Less than one year One to Five years Six to 10 years More than 11 years I am not a resident of Auburn

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Most of the demographic questions are at the end of the survey. It is proven that participants are more likely to complete surveys if demographic questions are not at the beginning. This could be because participants might feel targeted or categorized by demographic questions, but the reasoning is hard to determine. Regardless, the researchers chose to place most of the demographic questions at the end of the survey.

This question is essential for the purpose of the survey. The survey was designed to understand the awareness, opinion and participation levels and interests of City of Auburn residents. If a survey participant is not a resident of Auburn, the survey is not as relevant to that participant. Also the Parks and Recreation department is designed mainly for City of Auburn residents. It is essential to know if survey participants are residents at the beginning of the survey.

The reason for having a range of options instead of a yes or no response is to measure and compare length of residency with opinion and participation levels. 2. How aware are you with the City of Auburn Parks and Recreation? • • • • •

Not at all familiar Slightly familiar Somewhat familiar Moderately familiar Extremely familiar

This question was developed to measure awareness. Using a Likert scale allowed participants more fluctuation. Using words instead of a number scale gives Parks and

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Recreation a better understanding of the degree to which survey participants measure self-awareness. 3. On a scale from 1-10, how interested are you in events sponsored by Auburn Parks and Recreation? •

One through 10 scale

The researchers believed a larger scale was necessary for this question. This question was designed to measure participation interest on a general scale. 4. Would you be open to learning more about Parks and Recreation? • •

Yes No

This question was also designed to measure participation interest. It also gives Parks and Recreation a basic understanding of public opinion. More than likely, if participants are not interested in learning more about the department, public opinion is not positive or high. A yes or no answer choice removes any gray area. 5. Have you ever attended an event sponsored by Parks and Recreation? • • •

Yes No Not sure

This question was designed to measure past participation levels. The “not sure” option was included to measure confusion. The researchers wanted to see if participants were confident about what qualified as a Parks and Recreation sponsored event. A yes or no answer choice removes most discrepancies. It was assumed that most survey participants would select “yes” because the survey was distributed through Parks and Recreation

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listservs—more than likely participants have had some interaction or exposure to the department. 6. If yes, what event(s) did you attend? •

Open-ended response

An open-ended response was used for this question because the researchers wanted any responses to be recollected participation. If a participant could not recall a specific event, chances are Parks and Recreation did not adequately market the event. Looking back, the researchers should have included a “not applicable” or “does not apply” option for those who answered “no” to the previous question, but participants were able to skip questions if desired. More than likely if a participant answered “no” to the previous question, he/she skipped this one. Waiting to list popular events and requiring participants to name one is a good way to discover whether events are popular or memorable. 7. If yes, would you attend another event? • •

Yes No

A yes or no response to this question removes any discrepancies. This question is a good measurement of opinion as well as participation. Similar to question four, if a participant selects “no,” opinions are most likely lower than desired. 8. Which of the following interests you? Choose all that apply. Options included: • Adult 50+ programs • Aquatics • Art • Athletics • Ceramics

PARKS AND RECREATION SURVEY • • • • • • • •

Dance Fitness Music Nature Trails Parks Summer Camps Theater Therapeutics

Using the information Hall gave Group Four researchers, this question was used to analyze the popular events throughout the year. The listed topics are areas that Parks and Recreation currently offers programs. This question measures current and possible future participation. A “select all that apply” option allows participants the option to select many options or none. 9. What events have you heard of? Select all that apply. Lists of current (and more popular) events: • Art Exhibitions/Receptions • Auburn CityFest • Away-game viewing in the Gat Street parking lot • Bark in the Park • Concert Series (Kiesel Park) • Daddy-Daughter Date Night • Downtown Trick or Treat • Easter Egg Hunt • Fall Movie Series • Farewell Summer Block Party • Holiday Art Sale • Independence Day Celebration • Polar Express Holiday Celebration • Summer Movie Series • SummerNight • Theatre Productions This question measures awareness. This is a list of the popular events within the categories previously listed. It is important to understand which events are developed with effective marketing strategies and enough publicity. A “select all that apply” option

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allows participants the option to select many options or none. Even just hearing the name of an event once means that Parks and Recreation is doing its job in the publicity department. 10. What events have you attended? Select all that apply. Lists of current (and more popular) events: • Art Exhibitions/Receptions • Auburn CityFest • Away-game viewing in the Gat Street parking lot • Bark in the Park • Concert Series (Kiesel Park) • Daddy-Daughter Date Night • Downtown Trick or Treat • Easter Egg Hunt • Fall Movie Series • Farewell Summer Block Party • Holiday Art Sale • Independence Day Celebration • Polar Express Holiday Celebration • Summer Movie Series • SummerNight • Theatre Productions This question measures participation. It will give Parks and Recreation a good comparison between events that are being publicized well and whether that event receives participation as well and vice versa. Events that are publicized well, but with low attendance may require a better-developed draw factor. This could also help the department consider removal of unpopular events. 11. How likely are you to follow Auburn Parks and Recreation on social media? • • • • • •

Very unlikely Unlikely Somewhat unlikely Undecided Likely Very likely

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Social media is used as a resourceful networking tool worldwide. A “following” reflects all three elements of the RFP. Messages delivered via social media often reach a wider audience, thus creating more awareness. A high number of followers usually represents positive opinion or at least interest. Participation of interest also increases and more than likely, with higher levels of awareness and opinion comes a higher level of participation. A Likert scale allows for a wider range of particpant answer choices and a better understanding of the level of interest. 12. If you could follow Auburn Parks and Recreation on social media, which of the following outlets would you use? Select all that apply. • • • • • • •

Blogspot Facebook Instagram Newsletters Tumblr Twitter Weekly emails

The use of social media platforms would be pointless if the wrong platforms are being used. This question helps Parks and Recreation to understand what platforms would be effective for their audience. A “select all that apply” option allows for multiple answer choices and varying degrees of participation. 13. Do you have any suggestions for Parks and Recreation? •

Open-ended response

An open-ended response for suggestions allows survey participants to be heard. More than likely, those taking the survey have formed some sort of opinion about Parks and Recreation. This question does not specify what kind of suggestion, as far as department

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clarification, so it gives participants full control of their voice. This question could analyze awareness, opinion and participation. 14. Are there any events or programs you would like to see Parks and Recreation add to its schedule? •

Open-ended response

This is another example of a freedom of voice styled question. This question is specifically targeted toward event related comments. Parks and Recreation wanted to analyze events, so this is a good way for them to look into an event that they could add to their program, or a way to adapt a current event. 15. What is your age range? • • • • • • • •

18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75 or older Prefer not to answer

Some of Parks and Recreation’s events are targeting a specific age range. This question is a way for the department to understand who their main audience is. If more participants fit into one age category over another, then it might be in the department’s best interest to design more events for that age group. Since Hall wanted to understand the participation levels of the young professionals group, this question could analyze whether that age group was currently participating.

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For every demographic question at the end of the survey, “prefer not to answer” is an answer option. To avoid feelings of social targeting or categorization, this answer choice allows individuals not to select a classification. This answer choice also gives participants an answer choice if we did not accurately provide one for him/her. Most age groups are represented, but even so some people chose to answer, “prefer not to answer” or to skip the question entirely. 16. Gender • • •

Male Female Prefer not to answer

Some of Parks and Recreation events are designed for specific age groups. This question can address whether the right gender affiliation is targeted or if more gender-specific events might be a good investment.

For every demographic question at the end of the survey, “prefer not to answer” is an answer option. To avoid feelings of social targeting or categorization, this answer choice allows individuals not to select a classification. This answer choice also gives participants an answer choice if we did not accurately provide one for him/her. The extra option for this question could also address individuals who may not classify themselves as either male or female. 17. Marital status • • • •

Single (never married) Married Separated Divorced

PARKS AND RECREATION SURVEY • •

Widowed Prefer not to answer

Marital status can help Parks and Recreation understand whether they should develop events targeting a certain subgroup. Certain groups are also more likely to have children, which is a targeted area for a lot of current events. Another question about children could have been added to the survey.

For every demographic question at the end of the survey, “prefer not to answer” is an answer option. To avoid feelings of social targeting or categorization, this answer choice allows individuals not to select a classification. This answer choice also gives participants an answer choice if we did not accurately provide one for him/her. Many relationships cannot be defined for the general public. The last answer choice allows for gray area. 18. Ethnicity • • • • • • • •

White Hispanic/Latino Black or African American Native American or American Indian Asian or Pacific Islander Multiracial Other Prefer not to answer

This question was mainly for the researchers’ curiosity. Parks and Recreation does not cater events to a particular ethnic class, but this information might be helpful if the department ever wanted to do so.

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For every demographic question at the end of the survey, “prefer not to answer” is an answer option. To avoid feelings of social targeting or categorization, this answer choice allows individuals not to select a classification. This answer choice also gives participants an answer choice if we did not accurately provide one for him/her. The researchers personally felt that there are not enough racial category options when they participated in surveys, so this question developed the initial need to options beyond the “basics.” Racial profiling is also a sensitive subject for many, so this makes the “prefer not to answer” option crucial.

RESULTS Results charts, graphs and respondent totals are listed/displayed in the supplemental materials section at the bottom. The Group Four Researchers distributed an online survey via email to community members of Auburn through Alison Hall, the liaison between the City of Auburn Parks and Recreation and the Group Four researchers. Approximately 52 people took the 18-question survey, having roughly one week to complete. Awareness levels of Auburn Parks and Recreation are generally high. When asked to list events they have heard of, 92 percent of participants selected Auburn CityFest, 82 percent selected the Downtown Trick-or-Treat, 78 percent selected the fall movie series, 73 percent selected the concert series, 71 percent selected the summer movie series, 69 percent selected Bark in the Bark and Daddy-Daughter Date Night, 67 percent selected away-game viewing in the Gay Street parking lot and 61 percent selected the Fourth of July celebration.

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When asked how familiar participants were with the City of Auburn Parks and Recreation, 20 respondents agreed that they are moderately familiar, comprising 40 percent of all participants. Fifteen respondents were extremely familiar, comprising approximately 30 percent of all participants. Seven respondents were somewhat familiar, seven respondents were slightly familiar. With only one respondent claiming to be unfamiliar, researchers can conclude that the majority of Auburn citizens are familiar with Auburn’s Parks and Recreation. Opinions of Auburn Parks and Recreation are varied. Opinions on organization were favorable and unfavorable. One respondent commented that the department is extremely well organized. Another respondent commented that the Easter Egg Hunt should be more organized, particularly by age group. Additionally, many respondents made suggestions for fitness programs. Responses included a request for an Auburn Sportsplex, more Zumba, lacrosse and pickleball. Another trend was a demand for programs targeting men over the age of 60. One respondent noted that there were not enough daytime programs for men older than 65. Suggestions included checkers, breakfast meetings and devotions for men older than 60.Questions three and four asked how interested they were with the events sponsored by Parks and Recreation and how open they were to learning more about it. On a scale of one to 10, 31 percent rated their familiarity as eight. Researchers also found that respondents are open-minded to learning more about Parks & Recreation. When asked whether they were open to learning more, 96 percent of respondents selected “yes.” Respondents’ inclination to learn more is the only trend in researchers’ measurement of opinions. Residents both praise and critique Auburn Parks and Recreation and all are willing to learn more about the department.

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Participation levels were high. The objective of questions five and six was to discover if residents attended events at Parks and Recreation and if so, which ones. Eighty-two percent responded “yes,” 14 percent responded “not sure” and 4 percent responded “no.” The city’s most popular event is CityFest. Approximately 75 percent of respondents had attended Auburn CityFest. Many respondents also participated in popular programs such as the theatre productions (39 percent), the Easter Egg Hunt (34 percent), the Independence Day Celebration (34 percent) and the Downtown Trick or Treat (32 percent). Kiesel Park and Town Creek Park also host equally popular concert series, with 30 percent of respondents attending the events. The least popular event is the Polar Express Holiday Celebration. There was only one comment about the Polar Express Holiday Event, describing it as “disappointing” and “subpar.” Another unpopular event is the Away-game viewing in the Gay Street parking lot, although 67 percent of respondents are aware of the event. Results of the survey also showed demographic trends. Researchers found that a significant amount of the survey participants represent the 35 to 44 age range. This particular group comprises 27 percent of the total participants. Since this age group influences nearly a third of the surveyed community, it is imperative to consider that many of the responses represent this age group. The client mentioned that the 35 to 44 year range is a time that many adults find themselves having to take care of their retiring parents. This means that is important to also consider that the 35 to 44 year olds may have responded to the survey on behalf of their elderly parents. Respondents were also 67 percent female. This indicates that the majority of the community members involved with Auburn Parks and Recreation may be women.

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In conclusion, the researchers found that many of the Auburn residents are aware of events and programs sponsored by Auburn Parks and Recreation. Respondentsâ&#x20AC;&#x2122; awareness can be attributed to their prattend community events, such as Auburn CityFest, various theater productions, the Easter Egg Hunt and the Independence Day Celebration. Many of the respondents are also willing to learn more about Parks and Recreation and follow the department on social media platforms. The survey shows that not only are community members actively involved but they also have generally favorable opinions about Parks and Recreation and are willing to learn more.

DISCUSSIONS, CONCLUSION AND LIMITATIONS The researchers expected more positive opinions about Parks and Recreation because members had personal knowledge that the City of Auburn has received positive community ratings in the past. Most residents speak highly of the City and most students whom the group members were acquainted and whom grew up in Auburn maintained positive memories of participation with Parks and Recreation events. The largest age group of survey respondents did not surprise the researchers, but the popularity and demand for senior programs was unexpected, but the client explained the reasoning once results were collected. The researchers expected most respondents to be female, and this was confirmed by the results. The researchers also expected a wider participant demographic. The results however were not diverse, which is not representative of the Auburn community. Although the researchers did expect participants to be a majority white, 92 percent was much higher than expected. Group Four researchers did not expect a high response from the millennial generation because of the time constraint and distribution methods. Most of the individuals in this desired demographic are

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college students, not necessarily residents of Auburn. The lack of social media platforms also limited the survey outreach, especially to the millennial generation. The limited time frame lowered realistic expectations of a high survey response level. With the conclusions based on prior research, the groupâ&#x20AC;&#x2122;s own expectations and methodology, Group Four researchers were somewhat satisfied because a majority of those surveyed had prior knowledge about City of Auburn Parks and Recreation. The group would have been more satisfied if a greater, more diverse group of people took the survey. Because of the short time frame for the survey, the group discussed how the research was limited and did not accurately depict the Auburn community. The survey was online for nine days, which with receiving 52 responses, the researchers believe was not an adequate amount of time for a survey to receive a representative population perspective. According to the researchersâ&#x20AC;&#x2122; literature review cities with surveys available for longer times, received a much high response level and therefore a better population sample. The survey was distributed to people who have already connected with Auburn Parks and Recreation in some way, whether the website or a registered listserv. This may be a biased population sample because more than likely all survey participants have interacted with the department in the past. Participants also voluntarily signed up for email notifications. Although it is important for Parks and Recreation to understand the opinions of current department patrons, it is also important to receive feedback from less involved residents. The survey did not reach many other subgroups of the City of Auburn and therefore awareness and knowledge is not necessarily increased. The development and use of social media accounts can expand the reach of Parks and Recreation. The department does not have its own accounts and relies purely on City of Auburn

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resources. The survey suggested that more residents are willing to follow Parks and Recreation on social media platforms and are more likely to participate if information was spread through social media. Hall expressed specific interest in a young professional demographic, however most of the current participants are middle-aged with children. The Group Four researchers also feel that more exposure can be brought to the millennial generation if Parks and Recreation created and was more active on social media. Not every survey participant answered every question. The researchers believe this issue is partially because the form was on one continuous page. It is possible that responders could have skipped over a question without realization. It is also possible that responders intentionally preferred not to answer certain questions. The questions were not designed to require a mandatory response, which could explain the incomplete survey results. It is possible that if participants were required to answer a question before moving to the next question, more surveys would have been complete. However, this could have also resulted in fewer submitted surveys because sometimes participants lose interest if questions are too long or are on too many individual pages. Sometimes participants do not want to answer a question and if forced, may refuse to complete and submit the survey. A â&#x20AC;&#x153;prefer not to answerâ&#x20AC;? option was not included in every question, which would have helped Group Four researchers determine whether responders intentionally not want to answer a question or skipped the question altogether. After completion of the survey and examining the results, Group Four researchers came to the conclusion that the respondents did not represent a completely random sample. While the group did distribute the survey to more than 1,200 emails, a majority of responders were Caucasian women between the ages of 35 and 44. Group Four researchers feel that the results

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would have been better represented if participants had come from a more diverse demographic. As discussed earlier, this could be because of time limitations and survey distribution methods. In conclusion the survey suggested that the general opinion of Parks and Recreation is positive. Participants are eager to voice opinions and have relevant suggestions based on personal involvement and experiences. It is suggested that Parks and Recreation develop and update online resources and social media platforms; it is necessary to create a communicative presence online. The results from the survey present the department with a better understanding of current participant demographics and interests. This information will help the department make necessary changes to current operations and hopefully develop a wider audience, more popular programs and an increase in overall positive opinion.

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SUPPLEMENTAL MATERIALS Brainstorming questions: • • • • • • • • • • •

How much does the public know about Parks and Recreation? What type of event is most appealing? What types of events get more attention? What is the best way to distribute information to the community? What mediums do Parks and Recreation use to spread information? Which mediums have proven to be most effective for groups within Auburn’s community? Which medium should we use to distribute our survey? What type of question will be most effective? Has public opinion previously been measured? What previous research has Parks and Recreation completed? What were the results? What do people consider to be covered by Parks and Recreation? Do people know how to contact Parks and Recreation? Research For Proposal (RFP) sent by Group Four researchers to client:

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Awareness: Awareness is the first step in establishing positive opinion, which leads to future participation. We plan to measure awareness through feedback from survey participants. Because there is not a specific Parks and Recreation social media account it is difficult to measure “following.” We believe the only way to measure awareness is through verbal confirmation.

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Positive opinions: The next level to measure is whether the community has favorable opinions of the events of which they are aware.

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Participation: The final level of measurement is current level of participation with Parks and Recreation events. Through survey feedback, we hope to find how participation can be increased in the future.

PARKS AND RECREATION SURVEY

Blurb included with the survey link on Auburn Parks and Recreation website: Auburn Parks and Recreation wants to hear from YOU! Students at Auburn University are currently conducting a survey of Auburn citizens to determine their awareness and perceptions of Auburn Parks and Recreation events. This confidential, voluntary study will help Parks and Recreation staff members gain a better understanding of public opinions and participation in community events. Visit www.auburnalabama.org/parks to complete this short survey. All answers must be received by Tuesday, Dec. 2. Results from the survey will be used to help determine interest in current events and programs offered, as well as identify additional events and programs to explore offering in the future. Special thanks to the public relations students at Auburn University conducting the survey. Citizens are reminded to visit www.auburnalabama.org/parks by Tuesday, Dec. 2 to make their voices heard. For more information, visit www.auburnalabama.org/parks or contact Auburn Parks and Recreation at 334-501-2930. Relevant links: Survey link on Parks and Recreation website: http://www.auburnalabama.org/PressRelease.aspx?PRID=1304 Original survey link: (currently inactive) https://jfe.qualtrics.com/form/SV_895CwVFbhUed7sF Parks and Recreation homepage: http://www.auburnalabama.org/parks/Default.aspx Qualtrics homepage: http://www.qualtrics.com/

PARKS AND RECREATION SURVEY

Results: charts, graphs and answer responses 1. How long have you been a resident of Auburn?

2. How aware are you with the City of Auburn Parks and Recreation?

3. On a scale from 0-10, how interested are you in events sponsored by Auburn Parks & Recreation?

4. Would you be open to learning more about Auburn Parks & Recreation? #

Answer

Response

1 2

Yes No Total

46 2 48

96% 4% 100%

5. Have you ever attended an event sponsored by Auburn Parks & Recreation? # 1 2 3

Answer Yes No Not sure Total

Response 40 2 7 49

% 82% 4% 14% 100%

PARKS AND RECREATION SURVEY

6. If yes, what event(s) did you attend? Text Response 4th of July, Cityfest, etc 50+-bingo and trips, gym, Dempsey Ctr-plays, away game viewing... 50+ group trips/tours Bike bash, music at Town Creek and Kiesel parks, and street events downtown. Bingo at the Harris Senior Center Christmas Arts & Crafts Fairs, Over Age 50 Health Event, City Fest City Fest, parking lot movie, fireworks, Polar Express, library events City fest bark in the park merchant nights downtown City Fest Easter Egg Hunt Outdoor movie Community events for elders concert series Concerts in Town Creek Daddy-Daughter Dance Daddy Daughter, Movie at the Pool day trips classes movies DDDN, Polar Express, Egg Hunt, Day in Clay, downtown ToT, Summer Night, July 4th, Holiday Art Sale, art classes, soccer, other sports.... DDDN, Summer Camps, Numerous Family & Kids Events Dog events at Kiesel Park Downtown Trick or Treat Fourth of July celebration, concert series, Downtown Trick or Treat, Easter Egg Hunt, S'more Fun with Mom (with the Preserve) Halloween Kiesel park movies and other events Many of all sports. Travel ball seasons and tournaments included. many trips, etc. Movie nights, pool party, downtown art fest, soccer, tennis, ceramic studio, Town Creek concerts, city fest see below senior events Senior expo, away game viewing, block party Senior meeting on various topics in Brown Center Soccer, concerts, baseball, dance classes, events at pool, World Cup events, City Fest...lots of stuff Softball, Senior education Something downtown where there were jewelry merchants Stride Walkers, Concerts in the Park, City Fest, Love your heart run Summer movies Tball most recently

7. If yes, would you attend another event? # 1 2

Answer Yes No Total

Response 40 1 41

% 98% 2% 100%

PARKS AND RECREATION SURVEY

8. Which of the following interests you? Choose all that apply.

9. What events have you heard of? Select all that apply. # 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Answer Art Exhibitions/Receptions Auburn CityFest Away-game viewings in the Gay Street parking lot Bark in the Park Concert Series (Kiesel Park) Concert Series (Town Creek Park) Daddy-Daughter Date Night Downtown Trick or Treat Easter Egg Hunt Fall Movie Series Farewell Summer Block Party Holiday Art Sale Independence Day Celebration Polar Express Holiday Celebration Summer Movie Series SummerNight Theatre Productions

10. What events have you attended?

Response

55%

92%

67%

69%

78%

73%

69%

82%

28 38

57% 78%

49%

53%

61%

57%

35 23 27

71% 47% 55%

PARKS AND RECREATION SURVEY # 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

31 Response

27%

75%

20%

30%

20%

32%

15 8

34% 18%

11%

23%

34%

12 8 17

27% 18% 39%

11. How likely are you to follow Auburn Parks & Recreation on social media?

PARKS AND RECREATION SURVEY

12. If you could follow Auburn Parks & Recreation on social media which of the following outlets would you use? Choose all that apply.

13. Do you have any suggestions for Auburn Parks & Recreation? Text Response Have less doggy events and more people events. I would enjoy the bands and movies if they weren't in the heat of the summer. Senior programs have really improved and are now very good. No, you guys are extremely well organized. I LOVE it !! continue trips would like for the city to purchase a bus so that overnight trips could be taken More day time programs for 65+ targeting men. My father cannot be out after dark, which is when most of your programs are offerred for this age group. mid-morning to mid-afternoon times would be better. that you have activities on Saturdays as well..not every person in town in into football. Help to organize block parties. Find green space on city side of College Ave near Samford to host outdoor movies and concerts instead of back side of garage Be prepared to open more events especiallyon the events that you know will book immediately No When downtown events occur, the shops should be opened not closed. Theatre productions with larger cast better/more playgrounds for kids Do timed egg hunts by different age groups bc it's hard to watch multiple kids hunt at the same time - in fact, it's terrifying. The Polar Express was diappointing and sub par, the DDDN is thinly veiled as a fundraiser for the DJ, all activities seem mediocre here in comparison to other places we've lived. The quality of time and effort put into planning, decor, and the activiity itself just seems ho-hum. Take it up a notch, and allow me to register and pay ONLINE. It's 2014 folks. Online registration and payment (CC or paypal) is something the rest of the world has been doing since the 90's. It is like a time warp here!!! Advertise better on campus for college students Utilize social media more It's never very clear what facilities are open for public use and the requirements to use them.

PARKS AND RECREATION SURVEY

14. Are there any events or programs you would like to see Auburn Parks & Recreation add to its schedule? Text Response Involve your senior citizens with the youth. Have them be honorary coaches or time keepers, etc.for sports. They could help with something at daddy-daughter date night, hand out programs at theatre events and then stay to watch, etc. More activities for 2/3 year olds. I realize it's difficult, but go big or go home! ;-) over night trips checkers for men 60+, breakfast meetings/devotions for men 60+ We need an Auburn Sportsplex center like the one in Opelika. More concerts at Toomers corner. Dancing venues, reenactments with actors in town square, BBQ festival, Better advertising and recruitment for adult sports leagues A fair Zumba on more days, No rock and roll concerts I would like the Auburn Parks & Recreation do more for the new sport of Pickleball... volleyball for kids Date Night for adults - a drop in type program The events themselves are fine, and I think the concert and movie series is probably not well attended (but I could be wrong). I'd just like to improve the caliber of activiites and tap into the true talents of this highly educated community that needs more culture! Lacrosse Anything with free food Find a way to partner with the university. Maybe internships? Maybe some city sponsored runs/races

15. What is your age range?

16. Gender

PARKS AND RECREATION SURVEY

17. Marital Status

18. Ethnicity

PARKS AND RECREATION SURVEY

Email correspondence (screenshots) between Group Four researchers and the client:

PARKS AND RECREATION SURVEY

REFERENCES Community Attitude and Interest Citizen Survey (2008). Retrieved December 5, 2014, from http://www.stpaul.gov/DocumentCenter/Home/View/5402 Community Attitude and Interest Survey. (2014, July 22). Retrieved December 5, 2014, from http://joplinmo.org/DocumentCenter/View/3134 Mission Statement. (n.d.). Retrieved December 5, 2014, from http://www.auburnalabama.org/parks/Default.aspx?PageID=636 Parks and Recreation Community Needs Assessment Survey. (2007, June 1). Retrieved December 5, 2014, from http://portlandmaine.gov/DocumentCenter/Home/View/1593 Wilhelm Stanis, S., Bai, H., & Thal, L. (n.d.). Findings Summary. Retrieved December 5, 2014, from https://www.gocolumbiamo.com/ParksandRec/About_Us/documents/park-usersurvey_execsummary.pdf