COMMUNITY SURVEY FOR THE WHEELING PARK DISTRICT aQity Research & Insights Evanston, IL February 2, 2016 Presentation
Survey Methodology
Results based on phone and online surveys of 306 Wheeling residents. Two waves of postcards to all Wheeling households with invitations to online surveys, followed by phone outreach to non-respondents. Phone and online surveys available in English and Spanish. n=227 completed online; n=79 by phone. Survey was conducted “blind” – WPD not identified as survey sponsor. Avoids self-selection bias; Ensures more frank and objective feedback on the WPD.
Data collection period: November 9th - December 6th, 2015.
Sample weighted to Census (gender, age, children in HH, ethnicity).
Maximum margin of error is +/- 5.6% (at 95% confidence level). 2
Survey Respondents and Regions
3
Key Findings: Wheeling Park District Held in Very High Esteem Esteem Ratings: Local Agencies
Indian Trails Public 5% 11% Library Wheeling Park District
10% 9%
County Forest Preserve 6% District
23%
Wheeling Village Government
22%
Local Elementary School District 21 or 23
81%
26%
High School District 214
Township Government
84%
18%
67% 17%
60%
14%
64%
26% 34%
Unfavorable (0-4)
56% 18% Neutral (5)
48%
Avg. (mean) rating
% Unfamiliar
8.1
11%
7.4
5%
7.0
19%
6.4
28%
6.3
11%
6.1
20%
5.5
28%
Favorable (6-10) 4
Key Findings: WPD Esteem Close to Benchmarks Avg. (mean) Rating
Esteem Ratings: WPD And Other Park District Benchmarks
Wheeling Park District
10% 9%
Statewide Benchmark* (late-2013)
9%
81%
76%
15%
N Cook/ S Lake counties** 5% 12% (late-2013)
Unfavorable (0-4)
7.4
7.2
7.7
83%
Neutral (5)
Favorable (6-10)
5
Key Findings: Likes, Dislikes of WPD Top Likes/Strengths of WPD Good activities/programs
32%
Pools/Aquatic Park
Heritage Park
12% 9%
7%
Pleased with CRC (in general)
7%
Cost/Fees
Park/Playground Issues
Program issues
Buildings/Facilities Issues
Good management, staff, communications
7%
Convenience (location, access)
7%
Nothing I like about the WPD
18%
17%
16%
8%
Good parks (in general)
Don’t know of anything, not familiar, don’t use the WPD
Administrative Issues
16%
Well-maintained parks CRC Fitness Center, indoor track
Top Dislikes/Improvement Opportunities of WPD
Don’t know of anything, not familiar, don’t use the WPD
13%
12%
16%
10% 4%
Nothing I dislike about the WPD
18%
6
Key Findings: Parks/Recreation/Space Are Assets; Taxes/Schools are Concerns Satisfaction with Local Issues (0-10 Scale)
12% 24%
61%
55%
50%
44%
42% 27%
16%
Neutral (5) Not Satisfied (0-4)
17%
17% 9% 13% Village services
15% 14%
11% 16%
Very Satisfied (8-10) Somewhat Satisfied (6-7)
34%
18%
21%
21%
16% 13%
25% 15%
61%
18% 37%
15%
20%
Availability Number of Amount of of parks open space recreational (trails, activities & natural facilities areas)
19% Level of crime, safety
24%
Level of jobs, economic growth
Quality of public schools
Property taxes
7
Key Findings: Importance of Local Issues Most Important Local Issues: Top Two Responses
Property taxes
16%
Level of crime and safety
30%
Quality of public schools
13%
Village services (streets, water, fire, police) Level of jobs, economic growth
8%
5%
= 8%
Availability of recreational activities, facilities
4%
= 7%
= 50%
= 29%
12%
Amount of open space
Number of parks
20% 16%
18% 11%
= 53%
37%
= 30%
= 19%
= 3% 2nd Most Important
Most Important 8
Key Findings: Estimated Share of Property Taxes to WPD
Estimated Percent of Property Taxes Going to the WPD
10% or more 19% 8%-9% No idea 53%
Provided Estimate 47%
3% 3%
7%
12%
5%-6%
10%
Less than 5%
Average Estimate: 10.0% of Property Taxes Go to WPD
9
Key Findings: Perceived Value of Property Tax Dollars to WPD
Q8. For households in the Wheeling Park District, about 7% of property taxes goes to the Wheeling Park District. Thinking about the services, facilities, and programs that the Wheeling Park District provides and the amount of your property taxes that go to the Park District, how would you rate the overall value of your property taxes that go to the Park District?
Avg. (mean) Rating:
6.1
6.7
19% 50% Good/ Excellent Value
31%
7.3
26% 70%
37% Excellent (9-10)
79% 44%
Good (6-8) 42%
30%
Poor (0-4)
14% 20%
16%
Wheeling Residents
Statewide Benchmark (2013)
Neutral (5)
12% 9% N. Cook/S. Lake Cos. (2013) 10
Key Findings: Recent Usage of WPD Parks/Facilities
Visited/Used Wheeling Park District Facility or Park in Past Year?
Yes 72% No 28%
% Reporting (n=222)
% All Respondents (n=306)
Community Recreation Center
77%
56%
Heritage Park
48%
32%
Chevy Chase Country Club
30%
22%
Outdoor Aquatic Center
29%
19%
Husky Park
20%
13%
Horizon Park
17%
11%
Childerly Park
16%
11%
Pleasant Run Park
8%
5%
Chamber Park
7%
5%
Northside Park
6%
4%
Malibu Park
4%
3%
Denoyer Park
3%
2%
Meadowbrook Park
3%
2%
Other/Not sure of name
3%
2%
WPD Parks/Facilities Used or Visited in Past Year
n = 222
11
Key Findings: Focus on Chevy Chase Country Club
Visited/Used Chevy Chase Country Club in Past Year?
No 78%
Yes 22%
Aware That Chevy Chase is Public Facility Owned by WPD? Yes 60%
No 40%
Which Amenities/Facilities? Banquet Rooms
61%
Traditions Golf Course Other
53% 12% 12
Key Findings: Focus on Chevy Chase Country Club
Reasons Why Household Has Not Used/Visited Chevy Chase Country Club for Golf/Events
Do not golf/No interest in golfing
42%
Unaware of facility, events at Chevy Chase
29%
Too expensive, fees too high No time, too busy
14% 6%
Activities/Facilities/Amenities To Increase Likelihood of Using Chevy Chase Country Club
Hold events, family activities, open house
22%
Lower the cost/greens fees
14%
Improve restaurant/bar/catering
5%
Provide more information/Raise awareness
5%
Need be invited for an event
4%
Add golf-related improvements (e.g., mini-golf, etc.)
I'm too old/poor health/disability
4%
Nothing I can think of
No reason, just not interested
8%
Not sure/Not familiar enough with Chevy Chase
Don't know/Refused
7%
Not sure/Do not golf
3% 31% 16% 5%
13
Key Findings: Focus on CRC Visited/Used CRC in Past Year?
No 44%
Yes 56%
Aware of CRC Location Behind Village Hall on Dundee Road? Which Amenities/Facilities? Yes 88%
No 12%
Fitness Center
53%
Arctic Splash Indoor Pool
45%
Gym Space
31%
Rented Rooms
20%
Other
20% 14
Key Findings: Focus on CRC
Reasons Why Household Has Not Used/Visited CRC
Too busy/Not enough time
28%
Just not interested/Not very active
17%
Use other facilities for recreation/activities
13%
Cost/Fees too high
11%
I'm too old/Poor health
11%
No children/Children are all grown
7%
Unfamliar with CRC, its amenities
6%
Poor location, access/parking issues No programs/activities of interest to me
5% 5%
Inconvenient times/schedules
4%
Too crowded/Not enough availability
3%
Ways To Increase Likelihood of Using CRC
Lower fees/Costs are less elsewhere More events, concerts, etc.
13% 9%
Upgrade the fitness center
7%
More exercise/fitness programs (e.g., yoga, Pilates, etc.)
7%
Better hours/evening programs
5%
Pool improvements (rentable, larger)
5%
More volleyball
5%
More programs for seniors
3%
More rentable space
3%
Nothing, just not interested
3%
Nothing I can think of Not sure/Not familiar enough
27% 13%
15
WPD Park/Facility Users Are Very Satisfied With Their Experiences
Overall Satisfaction with WPD Attributes
Maintenance/Upkeep of WPD buildings, facilities Maintenance/Upkeep of community parks
Level of service provided by WPD staff 6% Number/Variety of WPD facilities available
10% 12%
Number/Variety of parks available
13% 10%
Safety/Security at WPD parks and facilities Ease of Access/Parking at WPD parks and facilities
Dissatisfied (0-4)
13% 10%
Neutral (5)
13% 16%
8.0
4%
7.9
7%
7.7
12%
63%
7.6
10%
61%
7.6
6%
60%
7.3
8%
7.3
4%
69%
14%
16%
% Unfamiliar
72%
9% 6% 13% 8% 9%
Avg. (mean) rating
12% 15% 16% 14% 17%
Somewhat Satisfied (6-7)
66%
57%
Very Satisfied (8-10) 16
Resident Awareness and Appreciation of Recent Park Improvements Awareness of / Satisfaction with Local Park Improvements In Your Neighborhood
No 47%
Yes 53%
Avg. (mean) rating 7% 9%
21%
Dissatisfied (0-4) Somewhat Satisfied (6-7)
63%
7.7
Neutral (5) Very Satisfied (8-10)
Awareness of / Satisfaction with Park Improvements Throughout Wheeling
No 52%
Yes 48%
Avg. (mean) rating
1% 19%
16%
Dissatisfied (0-4) Somewhat Satisfied (6-7)
64%
7.9
Neutral (5) Very Satisfied (8-10) 17
WPD Program and Event Usage
% Reporting (base n=98)
Program/Event
Participated in WPD Program/Event in Past Year?
Yes 32%
Events, such as: Special Events (Fallapalooza, Boonanza, Incredible Egg Scramble, Winter Festival, Thanksgiving Feast, etc.) Outdoor concert series Outdoor Movies in the Park Chevy Chase 5K Run Youth Programs, such as: Swimming/Aquatics Youth sports clinics, lessons, etc.
62% 42% 23% 16% 3% 53% 39% 14%
Before-/After-school programs Tennis Youth team sports, leagues Ice skating
13% 7% 6% 5%
Performing Arts programs Cultural Arts Preschool programs Golf
5% 4% 2% 1% 54% 34% 23% 8% 5% 4% 1% 1%
No 68% Adult Programs, such as:
Fitness programs Swimming/aquatics Golf Adult general interest programs/classes Adult team sports or leagues Tennis Cultural arts
18
Strong Satisfaction Among WPD Program/Event Participants
Overall Satisfaction with WPD Programs/Events
2% Overall Satisfaction with WPD Programs/Events
Avg. (mean) rating 10% 13%
Dissatisfied (0-4)
75%
Neutral (5)
Somewhat Satisfied (6-7)
8.2
Very Satisfied (8-10)
19
Reasons for Non-Participation
Reasons Why Household Has Not Participated In/Attended WPD Program or Event in Past Year
Too Busy, Don't Have Time
38%
No Children/Children Are Grown
32%
Cost/Fees Too High
20%
Unaware/Unfamiliar with WPD programs/events
18%
Just Not Interested/Not Active
14%
Programs Don't Meet my Needs
14%
Inconvenient Times/Dates
12%
Go elsewhere for recreation/activities
9%
Difficult to Register
4%
I Travel Too Much
4%
Poor Health/Mobility Issues
3%
Location Issues/Lack of Transportation
2%
Negative WPD program/event experience
2%
No Particular Reason
11% 20
Net Promoter Scores (NPS) For WPD Parks/Facilities and Events/Programs
For WPD Parks/Facilities (among recent users)
NPS* = +14
For WPD Programs/Events (among recent participants)
NPS* = +24
45%
Promoters (9-10)
24%
Passives (7-8)
31%
Detractors (0-6)
43%
Promoters (9-10)
Passives (7-8)
38% 19%
Detractors (0-6)
Likelihood to Recommend WPD Parks/Facilities
Likelihood to Recommend WPD Programs/Events
Average Rating = 7.4
Average Rating = 8.1
Q. (IF RECENT WPD USER/PARTICIPANT): On a zero through ten scale, how likely are you to recommend Wheeling Park District to friends and neighbors? Zero means not at all likely and ten means extremely likely. * Net Promoter Score (NPS) = % Promoters - % Detractors
21
Demand/Interest/Usage of Recreational Facilities
Current Usage/Need for Recreational Facilities (% Yes)
Trails for walking, biking
85%
Indoor fitness facility
65%
Nature center
63%
Indoor pool
58%
Outdoor pool/aquatic center
52%
Indoor gym for sports/activities
51%
Off-leash dog park
33%
Golfing
23%
Skateboard park
6%
Other facilities
13% 22
Quadrant Analysis: Determining Opportunities and Unmet Demand
Respondents expressing interest/need/usage of each facility also rated how well those needs are currently being met (0-10 scale) The results are reported using scatter plots:
Vertical Axes: Overall demand for each facility (based on % who indicate usage or interest).
Horizontal Access: The % reporting this “need” is currently being met (0-10 scores). 100%
Meeting High Demand: High demand is being met
High Priority Needs: High demand not met 80%
Facility C Facility G Level of Demand (% Currently Using/Interested In Using)
Facility E
Facility A
60%
40%
Facility F
Facility D
Facility B
20%
Low Priority Needs: Low demand not being met
0% 0%
20%
Exceeding Demand: Meeting low demand 40%
60%
Degree of Meeting Demand/Need: % Saying Need is Being Met (on a 0-10 scale)
80%
100%
23
Quadrant Analysis: Demand For Facilities Being “Somewhat� Met
100%
High Priority Needs
Meeting High Demand Trails for Walking/Biking
80%
Indoor Fitness Facility Level of Demand
Level of Demand (% Currently Using/ Interested In Using)
Nature Center
60%
Indoor Pool Outdoor Pool/Aquatic Center Indoor Gym/Fieldhouse
Off-Leash Dog Park
40%
Golfing
20%
Skateboard Park
Exceeding Demand
Low Priority Needs 0%
0%
20%
40%
60%
80%
100%
Degree of Meeting Demand/Needs % Saying Need is SOMEWHAT Being Met (Scores of 6+ on 0-10 scale)
24
Quadrant Analysis: Demand For Programs/Events Being “Somewhat� Met
100%
High Priority Needs
Meeting High Demand
Level of Demand (% Currently Using/ Interested In Using)
Level of Demand
80%
Outdoor Concerts/Movies Learning Programs (all ages)
60%
Weekend Family Events
Nature Programs Activities for Seniors
40%
Unique Athletic Events 20%
0%
Swimming Lessons
Youth Fitness Sport Training Programs
Exceeding Demand
Low Priority Needs 0%
20%
40%
60%
80%
100%
Degree of Meeting Demand/Needs % Saying Need is SOMEWHAT Being Met (Scores of 6+ on 0-10 scale)
25
Top Priorities: Parks/Facilities and Programs/Events Top Priority for Park/Recreation Facilities Trails for walking/biking
27%
Off-leash dog park
18%
Indoor pool
Nature center
Outdoor summer concerts, movies, etc.
20%
Weekend family events/ festivals
16%
Learning programs - all ages
8%
Indoor fitness facility
Top Priority for WPD Programs/Events
12%
Activities for seniors
8%
Unique athletic special events
5%
12%
6%
Outdoor pool and aquatic center
4%
Nature programs and education
5%
Indoor gym/fieldhouse
4%
Youth fitness programs
5%
Golfing Skateboard park Other facilities None are a priority/are important
Swimming lessons
2%
Specific sport training programs
1%
Other recreation programs/events
8% 15%
None are a priority/are important
3%
2%
4%
15%
26
Sources of WPD Event, Facility and Program Information Most Frequent Sources for Information on WPD Events, Facilities or Programs
WPD brochure/program guide
42%
Village of Wheeling newsletters/website
41%
WPD website
35%
WPD mailings
28%
Local Wheeling print/digital media
19%
Visit a WPD facility
14%
Word of mouth from friends/neighbors
11%
WPD Email newsletter
10%
Call a WPD facility
8%
Call WPD Main office/administrative office
7%
Go to other websites/search engines
7%
Social Media sites Wheeling Patch (online) Other source
3% 1% 5% 27
Implications
Overall, the Wheeling Park District is very highly regarded by village households.
Virtually all are familiar with the WPD; most have recently used/visited a WPD park or facility.
One in three have participated in a recent WPD program or event.
Consistently, recent users and participants express very strong satisfaction with the quality of these experiences.
Likewise, many recognize recent improvements to WPD parks and are very satisfied with these initiatives.
28
Implications (cont’d)
Along with strong satisfaction and usage, improvement opportunities remain.
Increased communication of WPD facilities, and especially its programs and special events, should remain a top priority.
Specifically, the WPD needs to clearly establish and differentiate its brand, as well as convey the value it represents.
Many currently look to non-WPD sources; as a result, there is less control over what information is shared.
Improving the District website to make it the “go-to” source for this information is a priority, while recognizing that the printed program guide is heavily used.
Many express a lack of awareness of the programs and events that the District offers; others remain unfamiliar with certain facilities (specifically Chevy Chase).
Increased marketing of existing programs and consideration of expanded events or schedules need to be pursued.
29
Implications (cont’d)
Many still do not recognize that Chevy Chase is a WPD facility.
This historic and impressive facility is a missed opportunity for the District.
As the WPD explores new ideas for events, it should consider Chevy Chase as a potential venue.
Consider expanding summer events (concerts, movie night, etc.) that generate strong interest and moving them indoors to Chevy Chase during colder months.
The WPD needs to demonstrate the excellent value that it represents to the community, especially given its limited share of property tax dollars.
Communicate efforts to control costs and to “do more with less” while providing high quality recreational opportunities is key.
Cooperation with other agencies (e.g., Heritage Park) supports the message.
Raising awareness of the wide variety of facilities and extensive program/event offerings will also demonstrate your strong value.
This “value” message is especially important given strong tax sensitivity. 30
Implications (cont’d)
Facility improvements that warrant consideration:
A nature center (Lake Cook property represents an opportunity);
An off-leash dog park (currently an unmet need within the community);
Upgrades to the CRC, particularly the fitness facility.
As reported, expanded outdoor summer events, family activities, and learning activities are considered the highest priorities for expanded recreational activities.
While some express interest in more senior programs and activities from the WPD, even those who would be served by these programs (ages 55+) are divided on whether or not they represent a priority.
Keep in mind that the oldest Wheeling residents are among the most satisfied with the Park District, which suggests that they currently feel well-served.
31
Discussion / Q&A
32