San Diego Values and priorities results by The San Diego Foundation

Age 17 and under 18-34 35-54 55+ MEAN

Ethnicity

White/Caucasian Hispanic/Latino African-American Asian Native Hawaiian/Pacific Islander American Indian or Alaskan Native Other Multi-race Decline

FINAL # of 12% 33% 33% 21% 38.7

39% 34% 27% 43.0

49% 22% 9% 9% 1% 1% 3% 6%

65%* 32% 4% 11% 1% 1% 9% 9% -

Respondents:

Over 30,000!

Totals

Total modules completed

71,147

Average # modules completed

2.54

* A portion of this category is counted as both a an ethnicity and a race.

June 8, 2012

Totals • Future Scenarios: 17,829 • Learning: 17,359 • Community & Culture: 18,387 • Jobs & Economy: 17,572

4000 3500 3000 2500 2000 1500 1000 500 0

Completed a module

27,991

Total modules completed

71,147

Average # modules completed

Daily Respondents

Daily Modules

2.54

FINAL: 30,000+ participations (includes 2,100 from Baseline & Scientific Surveys)

•

Respondent driven: each participant got to pick the order (and number) of modules completed

•

Computer driven: each respondent was randomly assigned a pathway, wit a random and representative half completing: o The Future Scenarios module (the longest) o The three task force modules—jobs/economy, culture/amenities, education (all three together equal the length of Future Scenarios)

• • •

Voluntary – anyone who heard about the project or who was interested in it could come to the platform and share their opinion iPad Outreach – volunteers targeted specific demographic groups and neighborhoods on foot

•

No quotas or weighting

•

o Invitations were sent to demographically representative sets of San Diego residents as identified in online research panels

•

Repeat visits – a respondent could come back to the platform to share their voice on an additional module o A respondent could technically come back and share their voice repeatedly on the same module, there were not cookies or IP address tracking mechanisms

Random Invitation - respondents were only able to participate via invitation

•

Quotas—based on 2010 US Census data for San Diego County—were set to ensure adequate representation of key demographics (gender, age, ethnicity, education) Data was weighted for an exact match to 2010 US Census results for San Diego County on age within gender, ethnicity, and education One complete per person – respondents had to complete their entire computer generate path to count as a complete o Each email invitation link was eligible for use by just one individual/IP address

East County

Choosing Tool

Sci. Survey

North Coastal

12%

North Inland

10%

San Diego

71%

49%

South County

11%

East County

12%

Unincorporated

•

    



High cost of livingâ&#x20AC;&#x201D;expensive to live here Lack of job opportunities and low wages Too much traffic & congestion/Not enough trans options Lack of affordable housing Lack of leadership on important regional issues Everything so close and convenient Family friendly, great place to raise a family Low crime and safe neighborhoods Outdoor recreation opportunities / enjoying the outdoors High quality schools (K-12) Overall sense of community/community involvement Friendly people and neighbors High quality colleges and universities in the region Inadequate healthcare Too much crime/ Unsafe neighborhoods Poor quality schools (K-12) Lack of sense of community/community involvement Lots of good transportation options to get around Lots of parks and open spaces Large variety of places to shop Adventure and theme parks in the region

Thinking about the quality of life in the San Diego region, please tell me which one of the following factors has the most significant impact on the overall quality of life for you personally. Positive

Negative

Represents 38% of San Diego Residents

The high cost of living and housing in San Diego, combined with the scarcity of good-paying jobs, forces many residents (or their children) to live a lower quality of life or leave the area altogether, resulting in worry and stress and robbing them of peace of mind and happiness.

Residents Lack of well being, unhappiness, no peace of mind

Worry, Stress, Poor Quality of Life

Can't afford to live, have to leave community

High cost of living, expensive housing, shortage of jobs

San Diego

• • • •

Choosing Tool

Scientific Study 80% 79%

Conserve water

77%

Transportation choices accessible to everyone

71% 74%

Protect key lands

65%

(bus, car, rail, biking, walking)

72% 76%

Make housing more affordable (steep slopes, prime agriculture, sensitive watersheds, critical habitat)

71% 66%

Put destinations close to people

67% 67%

Reduce daily travel time (parks, shopping, work, etc.)

66%

Minimize greenhouse gases

58% 65% 60%

Provide a mix of housing people want

61%

Use less land for growth

48%

(single-family homes, townhomes, apartments, condos)

Keep my community as it is

37% 37%

BASE: Choosing Tool (n=varies); Scientific Study (n=533) Q300. Below are different priorities that have been identified for the future of the San Diego region. Please rate their importance to you personally, with 5 being extremely important and a 1 being not at all important.

Personal Importance (Top 2 Box) Choosing Tool

Scientific Study 80% 79%

Conserve water

77%

Transportation choices accessible to everyone

71%

(bus, car, rail, biking, walking)

74%

Protect key lands

55+ 80%

65%

(steep slopes, prime agriculture, sensitive watersheds, critical habitat)

72% 76%

Make housing more affordable

71% 66%

Put destinations close to people (parks, shopping, work, etc.)

67% 67%

Reduce daily travel time

Hispanic 84% <$50K 83% Post grad 75% 35-54 74%

66%

Minimize greenhouse gases

58% 65% 60%

Provide a mix of housing people want

(single-family homes, townhomes, apartments, condos)

Post grad 65% <$50K 70%

61%

Use less land for growth Keep my community as it is

55+ 88% Female 84%

48% 37% 37%

55+ 58% Male 44%

Choosing Tool

Scientific Study

Conserve water

East County

South County

City

Unincorp

87%

71%

76%

81%

77%

87%

71%

70%

57%

73%

77%

76%

58%

54%

63%

67%

64%

76%

74%

90%

72%

81%

69%

52%

81%

75%

64%

53%

81%

58%

64%

67%

66%

70%

46%

44%

57%

62%

49%

62%

51%

68%

69%

57%

69%

71%

52%

32%

48%

51%

50%

42%

36%

42%

33%

32%

71%

Protect key lands

65%

Make housing more affordable

76%

Put destinations close to people

66%

Reduce daily travel time

67%

Minimize greenhouse gases

58%

Provide a mix of housing people want

Keep my community as it is

North Inland

79%

Transportation choices accessible to everyone

Use less land for growth

North Coastal

60% 48% 37%

BASE: Scientific Study (n=533) Q300. Below are different priorities that have been identified for the future of the San Diego region. Please rate their importance to you personally, with 5 being extremely important and a 1 being not at all important.

Scenario A Scenario A

Scenario B Scenario B

87%

99%

1% 22%

Scenario C

Scenario D

93%

62%

16%

3% 9%

Scenario C

35% 22%

D 9%

Scenario D

17%

THE PERCENT OF PEOPLE WHO WILL BE ABLE TO FIND THE KIND OF HOUSING THEY WANT AND CAN AFFORD

■ Rural

A 15% C 33% B 43%

■ Standard Single Family (6,000 – 12,000 SqFt lot)

25% ■ Compact Single-Family (<6,000 SqFt lot)

27% 34%

26%

29%

■ Townhomes

22% 13% 9% 6%

10%

D 9%

16% 12%

36%

■ Mid-rise (3-6 stories)

C 26%

■ High-rise (7-15+ stories)

BASE: Choosing Tool (n=18,023); Scientific Study (n=533) Q310. One of the biggest differences among the scenarios is the extent to which they provide the mix of housing experts project San Diegans will want and afford over the next forty years. Considering the mix of housing and the ability for consumers to find the type of housing they want in each of the four scenarios, select which one you think is the best for the future of the region.

A 15%

B 50%

D 9%

Scientific Study

Hispanic 14% <$50K 13%

C 26% $100-200K 38% Male 30%

A 15%

Choosing tool <17 13% AA 12% Male 10%

D 9%

A 15%

AA 20% <17 19%

C 33% B 50%

55+ 38% White 36% Central Coast 36% Male 35%

B 43%

$50-100K 56% Female 55%

North Inland 51% Female 46%

Scenario A Scenario A

Scenario B Scenario B

The housing mix follows past growth trends. Most people live in single family homes.

The mix of housing matches what people are projected to want.

Scenario C Scenario C The mix of housing shifts towards townhomes and compact development.

Scenario D Scenario D Most new housing is multifamily, and much of that is in high-rise buildings in very urban environments.

HOUSING COST PER SQUARE FOOT

$$$

$$$$

D Choosing Tool A 7% 13%

C 42%

B 38%

PERCENT OF COUNTY URBANIZED IN 40 YEARS

17.9%

17.4%

17.5%

16.1%

Scientific Study

D 5%

OUTDOOR WATER CONSUMPTION (gallons per day/household)

207

196

157

C 37%

214

GROWTH ON AGRICULTURAL LAND (acres)

10,582

4,623

1,521

11,340

BASE: Choosing Tool (n=17,989); Scientific Study (n=533) Q315. The mix of housing provided over the next forty years also impacts each of the factors below. After considering these factors, please select again which scenario you think is the best for the future of the San Diego region.

B 44%

A 14%

Choosing Tool 11%

Scientific Study

A 14%

43% B 52%

38% C 29%

8% D 5%

BASE: Choosing Tool (n=17,936); Scientific Study (n=533) Q325. Based on everything you have read and seen, which of the following scenarios best reflects your personal overall preference for the future of the San Diego region? Please be patient, as the scenarios may take a moment to load.

11% A

Choosing Tool

AA 16% Males 12% 35-54 12%

Scientific Study

14%

North Inland 51% North Coast 48% Female 46%

43% B 52%

38% C 29%

55+ 42% White 41% Central Coast 41%

$50-100K 42% Post grad 39%

8% D 5%

$50-100K 61% Female 58% College grad 58%

<17 12% AA 12% South Coast 9%

Choosing Tool

Scientific Study

North Coastal

North Inland

East County

South County

City

Unincorp

24%

20%

12%

17%

53%

48%

67%

63%

47%

60%

23%

20%

23%

20%

37%

19%

12%

10%

14%

B 52%

C 29%

D 5%

BASE: Scientific Study (n=533) Q325. Based on everything you have read and seen, which of the following scenarios best reflects your personal overall preference for the future of the San Diego region? Please be patient, as the scenarios may take a moment to load.

Build high-speed rail to connect San Diego to Los Angeles and other major cities in California

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

15%

68% 44% 44%

Choosing Tool

42% 42%

Scientific Study

24%

67%

16% 25%

% Agree Hispanic 77% High school or less 76% 18-34 73%

17%

Asian 77% 18-34 76% AA 74% Central Coast 73% Female 71%

BASE: Choosing Tool (n=17,894); Scientific Study (n=532) Q330. How much do you agree or disagree with each of the following growth strategies for the San Diego region?

17%

12%

More than 4:1 Positive

Build a new university in South Bay to meet the higher education needs of people throughout the region and become an international hub for new job creation Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

15%

61% Choosing Tool

Scientific Study

32%32%

21% 21%

29%

54%

17% 33%

% Agree Non-English speakers 72%

24%

AA 74% Hispanic 72% South Coast 72% 18-34 68% Female 64%

29%

10%

4:1 Positive

BASE: Choosing Tool (n=17,875); Scientific Study (n=532) Q331. How much do you agree or disagree with each of the following strategies for the future of the San Diego region?

Redevelop Qualcomm Stadium and parking area into a vibrant new town center with jobs and housing Strongly Agree

Choosing Tool

Somewhat Agree

Somewhat Disagree

Strongly Disagree

20%

59%

34% 34%

Neutral

25%

22%

20%

57% Scientific Study

25% 25%

% Agree Post grad 67%

12%

32%

23%

3:1 Positive AA 65% North Inland 64% Male 63% 18-34 63% 35-54 63%

BASE: Choosing Tool (n=17,832); Scientific Study (n=532) Q335. How much do you agree or disagree with each of the following strategies for the future of the San Diego region?

10%

Because the ability to expand the existing airport is limited, build an additional international airport to boost economic growth of the region

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

23%

52% Choosing Tool

Scientific Study

27% 27%

15% 15%

46%

% Agree HS or less 58% Hispanic 56%

25%

26%

11%

12%

24% 31%

29%

2:1 Positive AA 66% Asians 61% 18-34 59% South Coast 55% Males 54% Central Coast 54%

BASE: Choosing Tool (n=17,894); Scientific Study (n=532) Q330. How much do you agree or disagree with each of the following growth strategies for the San Diego region?

14%

10%

For the San Diego region to be world class it is important to have a new sports and entertainment complex to support professional and college teams and attract major cultural and sporting events such as the World Cup, NCAA Tournaments, and Super Bowls Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

28%

50% 28%

Choosing Tool

Scientific Study

19%

22%

11%

17%

24%

42%

% Agree

23%

33%

13%

Just under 2:1 Positive

Non-English speakers 62% Other ethnicities 56%

AA 67% Hispanic 61% 18-34 60% Male 55% South Coast 53% Central Coast 53%

BASE: Choosing Tool (n=17,875); Scientific Study (n=532) Q331. How much do you agree or disagree with each of the following strategies for the future of the San Diego region?

11%

Allow some building along the coast to be taller than 30 feet to avoid building on more vacant land

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

40%

37% 17% 17%

Choosing Tool

20%

23%

15%

23% Scientific Study

9% 9%

Strongly Disagree

25%

49% 14%

% Agree Hispanic 33% <50K 31% HS or less 30% Male 29% 35-54 27%

29%

24%

More than 1:1 Negative AA 56% 18-34 49% Male 42% South Coast 42% Central Coast 41%

BASE: Choosing Tool (n=17,894); Scientific Study (n=532) Q330. How much do you agree or disagree with each of the following growth strategies for the San Diego region?

25%

Work Together [5]

[4]

Neutral [3]

75%

55%

Choosing Tool

67%

43%

Scientific Study

[2]

20%

23%

Cities and County Work Together

Pursue Own Vision [1]

14% 25%

11% 4% 7% 9% 4% 5%

Each City Pursues Own Vision

7:1 Positive 75% (CT) 66% (SS)

Some people believe it is a high priority for each city and the county to work together despite their differences and cooperate to make the future for the region work out the best it can be.

11% (CT) 9% (SS)

% Agree 55+ 77% Post Grad 77% $100-200K 73%

BASE: Choosing Tool (n=17,829); Scientific Study (n=532) Q345. Please indicate your opinion.

55+ 80% White 79% Central Coast 77% North Coast 76%

% Disagree Some college 12%

North Inland 15% Central 14% AA 13% North Coast 13%

Other people believe each city has the right to chart its own future and that things will work out best for the San Diego region when each city pursues its own vision.

Choosing Tool North Coast 34.5 North Inland 34.0 Male 32.7 White 32.7

Asian 38.7 South Coast 38.0 18-34 37.7 Female 37.2

n Maximize individual potential and well-being n Prepare individuals to be well informed and actively engaged in civic and political matters n Enable individuals to participate effectively in a dynamic, global economy

Scientific Survey $50-100K 35.0 Post grad 34.9

Female 38.3 <$50K 37.4

32 Some college 34.2

Hispanic 32.4

BASE: Choosing Tool (n=17,578); Scientific Study (n=531) Q400. Below are three goals for the education and learning systems of the San Diego region. Imagine you have 100 points to assign across these three goals. The more emphasis you believe should be put on a goal, the more points you assign to it. You may assign all your points to just one or two goals, or you can assign points across all three goals.

Importance to Successful Future of Education and Learning: Choosing Tool Scientific Study

% Ranked #1

Prepare Children to Learn:

25%

Personalize Education:

24%

• Each learner is taught in the way he/she learns best. • Learners move as fast as they are able • Technology is used to teach in personalized ways, and connect learners with one another and teachers/parents

Prepare Students For Success in Global Economy: • All learners are taught multiple languages and exposed to world cultures and places • Learners develop workplace skills and receive career planning and mentorship

Marketplace of Learning Options: • A wide variety of education providers • Competition promotes quality, innovation, and affordability

Universal Post-Secondary Learning: • Post-secondary learning options are expanded and financial assistance given to those in need • Education focuses on post-secondary preparation, including apprenticeship and vocational learning

Asian 33% 18-34 30% Female 29%

27%

• Every mother receives affordable pre-natal care • Parents receive help to prepare their children • Universal pre-school and kindergarten

Hispanic 34% 18-34 31% North Coast 31% <17 29% Female 24%

29% 16%

55+ 38%

African American 19% Hispanic 19% <17 19%

17%

Asian 24% North Coast 21% Male 19%

16%

Post grad 19% 35-54 18%

12% 15%

African American 18% 18-34 17%

18%

BASE: Choosing Tool (n=17,342); Scientific Study (n=531) Q420. There are several general approaches to improving education and learning. Consider each approach and rank them according to how important they would be to the successful future of education and learning in the San Diego region, with the first one being the most important.

Personal Importance (Top 2 Box) Choosing Tool

Scientific Study

Females, residents 18-34, African Americans and those living on the Central Coast and South Coast are more likely to rate LEARN strategies as important. 85%

Learners have opportunities to develop workplace success skills including critical thinking, creativity, teamwork, and communication

79% 78%

Parents are educated in how to prepare their children for school Technology is used to expand learning options, personalize teaching, provide feedback and connect learners wth one another an other places/countries

77%

76%

Female 76%

71% 76%

All children received pre-kindergarten and kindergarten education

67%

Hispanic 79% Female 73%

74%

Learners and parents receive help to guide them through the options for learning

BASE: Choosing Tool (n=varies); Scientific Study (n=531) Q410. Below are a variety of specific strategies that could be pursued. Please rate their importance to you personally, with 5 being extremely important and 1 being not at all important.

Hispanic 79%

73%

Options are provided for lifelong learning as changes occur in the economy or in people's interests, employment, and career status

Competition among education providers promotes quality, innovation and affordability

18-34 74%

69%

69% 64%

58%

18-34 76% <$50K 75%

Male 67% Asian 70%

Importance to Successful Future of Culture and Community: Choosing Tool

% Ranked #1

Scientific Study

Protect and Connect Natural Lands: Protect, promote, and connect our natural and outdoor amenities, including beaches, canyons, rivers, • All communities have access to parks and open space.

tremendous mountains, and parks.

30%

• A regional open space network links beaches, canyons, rivers, mountains, and parks. • Key open space areas are acquired and protected.

32%

Education in Physical Activity, Arts, Civics, and Culture: Support to help people live balanced, productive and happy lives and and diversity. • Every student learns about arts, civics, culture, and a healthy lifestyle •

education respect other cultures

24%

in school. Community and cultural organizations offer educational activities, resources, and programs.

Access to Major Community Amenities: Ensure access for all residents to

28%

important

regional amenities, whether natural or human-made. • As the region grows, existing amenities are improved / new amenities are added.

19%

• A variety of transportation options provide access to major amenities. • Technology facilitates virtual access to amenities and programs.

21%

Access to Gathering Places: Ensure that all communities have access to physical and virtual gathering places. • Gathering places may include parks and open space, recreation centers, schools,

14%

virtual gathering

places, and facilities for arts and cultural programs. • People can get to gathering places by foot or bicycle.

10%

Focus on Unique Culture and History: Protect, preserve, and educate residents and potential visitors about unique aspects of the San Diego region’s culture and history: • Arts, design, architecture, and innovation • Bi-national arts, culture, and experiences • Unique regional history as the bi-national birthplace of California

12%

BASE: Choosing Tool (n=18,456); Scientific Study (n=531) Q500. There are several approaches to support and enhance community and culture. Consider each of the approaches below and rank them according to how important they would be to the successful future of culture and community.

Importance to Economic Development: Percent Rank #1 Choosing Tool

Scientific Study

Support Our Local Economy and its Relationship to the Region's Major Industries: Ensure that local-serving businesses have the resources they need to thrive, and that our diverse community is well- prepared to fill jobs.

27%

34%

Harness the Power of Innovation: Greatly expand one of the regionâ&#x20AC;&#x2122;s three export industries, the innovation industry. This includes life sciences, clean-tech, high-tech manufacturing, wireless, defense and security, research institutions, etc. Promote the Continued Prosperity of Innovation, Military, and Tourism: Focus on expanding existing major industries to diverse range of job opportunities for people of varying skills, education, and interest. Expand Beyond the Three Existing Major Industries: Increase regional job diversity by building an additional export industry, which is to be determined.

Create a Cross-Border MegaRegion: Leverage the advantages of surrounding areas (San Diego County, Imperial County, and Baja California Norte) to create a globally competitive megaregion.

23%

21% 22%

provide a

24% 15%

12% 13%

BASE: Choosing Tool (n=17,568); Scientific Study (n=531) Q610. There are several general approaches to economic development. Consider each of the approaches below and rank them according to how important they would be to economic development, with the first being the most important. .

Personal Importance (Top 2 Box) Choosing Tool

Age 18-34, Central Coast and South Coast residents and minority residents rate WORK strategies as more important

Scientific Study

77%

Improve infrastructure

Male 79%

74%

Commercialize technology and manufacture new products here in the San Diego region

Hispanic 71% White 71%

67%

Male 76%

74%

Invest in training and education, to assist our diverse communities

Hispanic 74%

61%

Female 77%

71%

Grow new employment centers to accommodate jobs

Hispanic 74%

64% 70%

Invest in catalytic institutions that support economic growth

58% 67%

Reduce regulation to make it easier for companies to add jobs

57%

Female 74% Hispanic 66% 18-34 65% Female 73% HS or less 63%

60%

Increase advanced degree recipients

Ensure easy travel across the border for people and goods

Post grad 80%

73%

Male 70% 18-34 56% Post grad 49%

42% 50%

27%

BASE: Choosing Tool (n=varies); Scientific Study (n=531) Q600. A variety of specific strategies could be pursued for future economic development. Please rate their importance, with 5 being extremely important and 1 being not at all important.

Hispanic 45% 18-34 40% Male 53%