HomeMy WebLinkAbout2012-01-10; City Council; 20783 EXHIBITS; 2011 PUBLIC OPINION SURVEY STATE OF EFFECTIVENESS^ CITY OF
CARLSBAD
Report
Conducted for the City of Carlsbad
December 2011
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Resident Survey Report
City of Carlsbad j
TABLE OF CONTENTS
List of Figures Ill
List of Tables ill
Executive Summary 1
Key Findings 1
Conclusions 3
Satisfaction with City Services 5
Satisfaction - Comparison to Other Cities 7
Quality of Life 8
Perceived Direction 10
Quality of Life - Comparison to Other Cities 12
Sense of Community 14
Sense of Community - Comparison to Other Cities 17
Safety 18
Safety - Comparison to Other Cities 20
Confidence in City Government 22
Satisfaction with Specific City Services 24
Satisfaction with City-Resident Communication 29
Recent Communication with the City of Carlsbad 30
Information Sources 31
Television Service and the City 32
Preventing Pollution of Creeks, Lagoons, and Ocean 34
Source of Information 35
Action Based on Information 36
Experience Visiting the Carlsbad Village 37
Appendix A: Methodology A-1
Appendix B: Survey Toplines B-1
Resident Survey Report
City of Carlsbad
LIST OF FIGURES
Figure 1: Satisfaction with City Services 5
Figure 2: Satisfaction with City Sen/ices - Comparison to Other Cities 7
Figure 3: Quality of Life Rating 8
Figure 4: Quality of Life Direction 10
Figure 5: Quality of Life Rating - Comparison to Other Cities 12
Figure 6: Quality of Life Direction - Comparison to Other Cities 13
Figure 7: Sense of Community Index 14
Figure 8: Sense of Community Index Levels 15
Figure 9: Sense of Community - Comparison to Other Cities 17
Figure 10: Safety in Carlsbad 18
Figure 11: Safety Walking Alone During the Day - Comparison to Other Cities 20
Figure 12: Safety Walking Alone After Dark - Comparison to Other Cities 21
Figure 13: Confidence in City Government to Make Decisions 22
Figure 14: Satisfaction with Specific Sen/ices 24
Figure 15: Satisfaction with Specific Sen/ices by Year: Part 1 26
Figure 16: Satisfaction with Specific Services by Year: Part 2 27
Figure 17: Satisfaction with Specific Services by Year: Part 3 28
Figure 18: Satisfaction with City-Resident Communication 29
Figure 19: Method of Communication with City Staff (n=212) 30
Figure 20: Frequency of Using Information Sources 31
Figure 21: City's Cable Channel Viewership 32
Figure 22: City's Cable Channel Viewership by Year 33
Figure 23: Informed about Preventing Water Pollution 34
Figure 24: Source of Pollution Prevention Information (n=638) 35
Figure 25: Action Taken Based on Pollution Prevention Information (n=638) 36
Figure 26: Experience Visiting Carlsbad Village 37
LIST OF TABLES
Table 1: Satisfaction with Specific Services 25
Table 2: Overview of Project Methodology A-1
Resident Survey Report
City of Carlsbad
EXECUTIVE SUMMARY
For the fifth consecutive year, the City of Carlsbad and its Performance Measurement
Team partnered with BW Research Partnership, Inc. (BW Research) to conduct its
public opinion survey of residents. The main research objectives of the 2011 study were
to assess residents' perceptions regarding satisfaction with city services, quality of life,
sense of community, safety in their neighborhoods, city government, and city-resident
communication.
The city-wide survey of residents was administered by telephone (both land line and
mobile) from September 13 to October 2, 2011 and averaged 20 minutes in length. A
statistically representative sample of 1,000 Carlsbad residents 18 years and older
completed a survey, resulting in a maximum margin of error +/- 3.08 percent (at the 95%
level of confidence) for questions answered by all 1,000 respondents,
KEY FINDINGS
Satisfaction with City Services
94,4% 91.6% 88.9% 90.9% 91.5%
Ninety-four percent of residents were
satisfied with the job the City of
Carlsbad is doing to provide city
services, the highest percentage
reported in any survey year.
When asked about specific services,
residents who provided an opinion
reported the most satisfaction with
the city's efforts to "Provide library
services" (96%), "Maintain city parks"
(95%), "Provide fire protection and
emergency medical services" (94%),
and "Trash collection sen/ices" (93%),
Among those who provided an
opinion, satisfaction with the city's
efforts to "Manage traffic congestion
on city streets" (77%) and "Manage
residential growth and development" (72%) reached new highs in 2011.
Quality of Life
Also reaching a new high in 2011, 98 percent of residents rated the quality of life in
Carlsbad as "Excellent" (64%) or "Good" (34%). Residents were also more positive than
previous years regarding the direction of the quality of life. Only 11 percent indicated that
the quality of life was "Getting worse," 68 percent viewed it as "Staying about the same,"
and 17 percent rated it as "Getting better."
100%
80%
60%
40%
20% -
0%
2011 2010 2009 2008 2007
3^
Resident Survey Report
City of Carlsbad
Taken together, the number of residents
who rated the quality of life in the city as
"Poor" or "Very poor" or felt it was
"Getting worse" was lower in 2011 than
previous years. As a follow-up question,
the 11 percent of residents (114
respondents) who indicated some
measure of dissatisfaction with the
quality of life were asked to report the
number one thing that the city could do
to improve quality of life. The most
frequently cited response among the
sub-group was to stop building and
growth (27%), followed by "Fix the traffic
problems" (16%) and "Increase/ improve
police services" (11%).
Safety
The overall safety percentages reported by residents in 2011 were the highest of any
survey year for both walking alone during the day and after dark in their neighborhoods.
An ovenwhelming 99 percent of residents reported feeling safe walking alone in their
neighborhoods during the day (86% "Very safe") and 90 percent of residents reported
feeling safe walking alone in their neighborhoods after dark (54% "Very safe").
Confidence in City Government
Eighty-four percent of residents
indicated confidence in Carlsbad
city government to make decisions
that positively affect the lives of
community members. Although
composition shifted (i.e., a lower
percentage in the "Very confident"
category and a higher percentage in
the "Somewhat confident"
category), the overall confidence
level reported by residents in 2011
was higher than any previous
survey year. 2011 2010 2009 2008 2007
Sense of Community
Based on a seven-question series, 43 percent of
residents were classified as having a "High" sense of
community. Within the series, Carlsbad residents
reported the highest level of agreement with items
related to "Community values."
3^
Resident Survey Report
City of Cadsbad
Sense of community was positively correlated with each of the survey's key metrics:
satisfaction with the job the city is doing to provide services, quality of life ratings,
perceptions regarding the direction of the quality of life, satisfaction with city-resident
communication, feeling safe walking alone in their neighborhoods (during the day and
after dark), and confidence in city government.
The top predictors of having a high sense of community were satisfaction with the city's
efforts to provide recreation programs and positive ratings for Carlsbad's quality of life,
City-Resident Communication and Information Sources
Eighty-seven percent of residents were
satisfied (48% "Very satisfied") with the
city's efforts to provide information to
residents through its website,
newsletters, water bill inserts, and
related sources of information.
The most utilized sources for
information about city issues, programs,
and services were television news
(77%), the community services and
recreation guide (73%), and the city's website (71%).
• Very satisfied
• Somewhat
satisfied
• Somewhat
dissatisfied
• Very
dissatisfied
5.7%
5.3%
1 7o/„ •DK/NA
CONCLUSIONS
Carlsbad Satisfaction High while California Satisfaction Languishes
Earlier this year, California residents gave the state its lowest quality of life rating^ in
almost 20 years. Other regional and national measures of quality of life and resident well
being have been equally dismal as the economic downturn and recent government
scandals appear to be having a substantial negative impact on resident satisfaction and
quality of life ratings. While statewide and national metrics of well being and resident
satisfaction have declined, Carlsbad residents have remained remarkably positive about
the city and its quality of life. Overall levels of satisfaction with city sen/ices have
increased over the last two years while reaching historically high levels. Carlsbad
residents also remain almost universally positive about the quality of life offered in the
city, with 98 percent rating it as either "Excellent" or "Good," also consistently increasing
over the last four years.
According to the Pew Research Center, "By almost every conceivable measure,
Americans are less positive and more critical of government these days"^ and yet
Carlsbad residents have bucked statewide and national trends and have shown an
increase in their confidence in city government, with more than four out of five
respondents "Somewhat confident" or "Very confident" in city government.
^ According to a joint UC Berkeley and Field Poll completed in February 2011 with 898 registered voters. For
more information, go to http://igs,berkeley,edu/reports/Rls2370,pdf
^ Pew Research Center, April 2010, for more information go to http://pewresearch,org/pubs/1569/trust-in-
government-distrust-discontent-anger-partisan-rancor
t/D
Resident Survey Report
City of Carlsbad
The question becomes, how has Carlsbad been able to maintain - and in many
instances increase - resident satisfaction among multiple metrics in an economic
environment that has been historically challenging? The results of the survey show that
Carlsbad has maintained high levels of satisfaction with many ofthe City's specific
services like library services, fire protection and police services, with several of these
services reaching new highs for satisfaction either in 2011 or 2010, However, potentially
of greater significance are those specific services that have historically received
relatively low satisfaction, managing growth and development as well as managing traffic
congestion that have both consistently improved over the last five years, going from as
low as 57 percent to over 70 percent total satisfaction for both issues.
Carlsbad Communication Efforts
Another potential explanation for Carlsbad's high satisfaction across multiple measures
can be traced to residents' overall level of satisfaction towards the city's communication
efforts. With close to the majority (48%) "Very satisfied," 87 percent of indicated they
were satisfied with the city's communication efforts. In our experience with other
community resident surveys, satisfaction with a city's communication efforts is on
average ten percentage points below overall satisfaction with city services. In Carlsbad,
the differential between overall satisfaction with city services and satisfaction with the
city's communication efforts is only seven percentage points. Satisfaction with city-
resident communication is yet another example of Carlsbad surpassing norms, resulting
in a strong overall resident satisfaction profile.
41
Resident Survey Report
City of Carlsbad
SATISFACTION WITH CITY SERVICES
Ninety-four percent of residents surveyed in 2011 were satisfied with the job the City of
Carlsbad is doing to provide city services, the highest percentage reported in any survey
year (2011: 94%, 2010: 92%, 2009: 89%, 2008: 91%, 2007: 92%).
Specifically, 61 percent of residents were "Very satisfied," 33 percent "Somewhat
satisfied," three percent were dissatisfied, and three percent did not know or declined to
state their level of satisfaction.
Figure 1: Satisfaction with Citv Services
80% 1
60% -
40%
20%
AO/ H rr
• 2011
• 2010
• 2009
• 2008
• 2007
0% • Very
satisfied
Somewhat
satisfied
Somewhat
dissatisfied
Very
dissatisfied DK/NA
• 2011 61.1%" 33.3%° 1.8%°' 1.0%°** 2.8%'
• 2010 59.9%° 31.7% 2.2% 1.6%°' 4.7%'
• 2009 55.5% 33.4% 3.5% 4.1%* 3.4%
• 2008 58.4% 32.5% 3.5% 2.4% 3.2%
•2007 58.0% 33.5% 2.9% 3.1% 2.5%
* statistically significant change from 2010 (p<,05)
° Statistically significant change from 2009
* Statistically significant change from 2008
* Statistically significant change from 2007
Ai7
Resident Survey Report
City of Cadsbad
Throughout this report, analyses of responses by resident sub-groups (i,e,,
crosstabulation data) will be presented in text boxes. The following is an examination of
satisfaction with the city's provision of services among sub-groups.
Residents who were satisfied with the job the city is doing to provide services
were more likely to rate other aspects of life in Carlsbad favorably. Residents'
satisfaction with the job the city is doing to provide services was positively
correlated with a number of metrics within the survey, including: quality of life
ratings, perceptions regarding the direction ofthe quality of life, safety in their
neighborhoods (both walking alone during the day and night), sense of
community, confidence in city government, satisfaction with city-resident
communication, and experience visiting the Village.
Consistent with the results of last year's survey, a regression analysis
revealed the following as the top predictors of satisfaction with the job the city
is doing to provide services (in order of influence):
o Confidence in Carlsbad government to make decisions that positively
affect the lives of residents;
o Ratingsfor the quality of life in Carlsbad; and
o Satisfaction with the city's efforts to repair and maintain local streets
and roads.
Residents that reported having never visited the Village were less satisfied
with city services than those who had visited the Village (86% vs. 95%).
Satisfaction was 90 percent or higher for the vast majority of demographic
sub-groups. Although the differences noted below were statistically different,
satisfaction was high for each sub-group,
o Men reported a higher satisfaction level than women (96% vs. 93%).
o Renters were more satisfied than owners (97% vs. 94%).
o Residents 18 to 44 years of age reported a higher level of satisfaction
than those 45 years and older (97% vs. 93%).
o No overall differences in satisfaction were found among Carlsbad
neighborhoods. However, a higher than average percentage of
residents within the South Beach/ Terramar (47% "Somewhat
satisfied") and Calavera Hills/ Tamarack Point (42%) areas reported
being "Somewhat satisfied" as compared with "Very satisfied,"
Resident Survey Report
City of Cadsbad
SATISFACTION - COMPARISON TO OTHER CITIES
The City of Carlsbad remained in the top tier with regard to residents' satisfaction with
the job the city is doing to provide sen/ices. The figure below shows the range of
satisfaction scores reported by cities throughout California that have conducted
comparable studies within the past five years.
Figure 2: Satisfaction with Citv Services - Comparison to Other Cities^
Small City, Riverside County
Small City, Los Angeles County
City of Carlsbad, San Diego County
IVIid-Sized City, Ventura County
IVIid-Sized City, San IVIateo County
Small City, Orange County
Small City, Contra Costa County
IVIid-Sized City, San Diego County
Mid-Sized City, San Bernardino County
IVIid-Sized City, Sacramento County
Large City, Santa Clara County
IVIid-Sized City, Contra Costa County
Small City, Riverside County
IVIid-Sized City, Santa Clara County
IVIid-Sized City, Los Angeles County
Large City, Fresno County
78%
77%
75%
74%
73%
0% 20% 40% 60% 80% 100%
^ Small cities were defined as those with a total population up to 50,000, Mid-sized cities were those with a
population between 50,001 and 150,000, Large cities were those with a population of 150,001 or more.
Resident Survey Report
City of Cadsbad
QUALITY OF LIFE
Also reaching a new high in 2011 was residents' quality of life rating.
Ninety-eight percent rated the quality of life in the City of Carlsbad as "Excellent" (64%)
or "Good" (34%). Just one percent rated it as "Fair" and less than one percent provided
a negative rating.
Figure 3: Qualitv of Life Rating*
63.9%
Excellent
Good
Fair
Poor
Very poor
DK/NA
60.5% 1
1 61.9%
61.0%
-Positive
34.2% ^^^^^H 2011 =98%*°*
2010 = 96%
2009 = 96%
2008 = 95%
1 35.5% 1
2011 =98%*°*
2010 = 96%
2009 = 96%
2008 = 95%
33.9% ^^^^^H
2011 =98%*°*
2010 = 96%
2009 = 96%
2008 = 95%
33.5%
2011 =98%*°*
2010 = 96%
2009 = 96%
2008 = 95% -
2011 =98%*°*
2010 = 96%
2009 = 96%
2008 = 95%
• 1.0%*°*
M 3-4%
• 3.6%
^ 3.6%
0.5%
0.3%*
0.0%*
] 1.1%
0.2%
0.2%
0.0%*
1 0.4%
• 2011
• 2010
• 2009
• 2008
0.3%
0.2%
1 0.6%
I 0.4%
-1
0% 20% 40% 60% 80%
It
a
¥
Statistically significant change from 2010 (p<.05)
statistically significant change from 2009
statistically significant change from 2008
Question not asked in 2007,
i\4
Resident Survey Report
City of Carlsbad
The following is an assessment of quality of life ratings by resident sub-groups.
• Quality of life ratings were positively correlated with a number of other
variables throughout the survey, including: perceptions regarding the direction
ofthe quality of life, satisfaction with city services, satisfaction with city-
resident communication, sense of community, confidence in city government,
safety walking alone in their neighborhood both during the day and at night,
and experience visiting Carlsbad's Downtown Village.
• A regression analysis revealed the following as the top predictors of residents'
quality of life ratings:
o Satisfaction with the job the city is doing to provide sen/ices;
o Experience visiting Carlsbad's Downtown Village; and
o Agreement with the sense of community item "If there is a problem in
my neighborhood, people who live here can get it solved."
• Given the consistently high overall quality of life ratings among sub-groups,
the assessment below focuses on differences in "Excellent" ratings.
o Seventy-five percent of Carlsbad residents 65 years and older rated
the quality of life in the city as "Excellent" compared with 56 percent of
those 18 to 24 years of age.
o Owners were more likely than renters to rate the quality of life in the
city as "Excellent" (66% vs. 59%).
o Sixty-five percent of residents who had visited the Village rated their
quality of life as "Excellent" compared with 47 percent of those who
had never been to the Village,
o Residents in zip code 92011 were the most likely to rate the quality of
life in Carlsbad as "Excellent," whereas those in 92010 were more
likely to rate it as "Good" (Excellent: 92011: 71%, 92008: 66%, 92009:
62%, 92010: 56%),
o Residents who identified as living in a Carlsbad neighborhood (64%) or
gave the name of their homeowners' association as their neighborhood
(74%) were much more likely to rate the quality of life as "Excellent"
than those who did not provide either (56%).
o Although they represent a small sub-set of respondents, a much higher
than average percentage of South Beach/ Terramar residents rated
the quality of life in Carlsbad as "Excellent" (82% vs. 64%).
Resident Survey Report
City of Cadsbad
PERCEIVED DIRECTION
Residents were also asked whether they felt that the quality of life in Carlsbad was
getting better, getting worse, or staying about the same.
Residents were more optimistic in 2011 than previous years. Only 11 percent indicated
that the quality of life was "Getting worse," 68 percent felt that it was "Staying about the
same," and 17 percent rated it as "Getting better."
Figure 4: Qualitv of Life Direction
80%
60%
40% •
20%
0%
Getting better Staying about
the same Getting worse DK/NA
12011 17.1% 68.1% 11.0% 10/ # a ¥ »
• 2010 16.5% ¥1 64.7% 15.2% 0/ a ¥ t
3.8%
3.6%
12009 15.1% ¥1 59.8%' 20.9% o/.¥ i 4.2%'
• 2008 21.1% 56.5%' 20.0% o/.t 2.4%'
12007 21.5% 47.9% 26.5% 4.0%
* statistically significant change from 2010 (p<,05)
° Statistically significant change from 2009
* Statistically significant change from 2008
* statistically significant change from 2007
Higher than average negative perceptions regarding the direction of the
quality of life (11% "Getting worse" across all 2011 respondents) were
reported among residents that have lived in Carlsbad for 15 or more years
(17%), residents 55 to 64 years of age (17%), those who lived in zip code
92008 (15%), and those in the Olde Carlsbad/ Hedionda Point area (18%).
Resident Survey Report
City of Cadsbad
Approximately 11 percent of respondents (n=114) rated the quality of life in the city as
"Poor" or "Very poor" or felt it was "Getting worse," This sub-set of respondents were
asked to report the number one thing that the city could do to improve quality of life.
The most frequently cited response among this group was to stop building and growth
(27%), followed by "Fix the traffic problems" (16%), "Increase/ improve police
services" (11 %) and "Improve the schools" (6%),
Each year, the leading suggestion for the number one way to improve the quality of
life among the sub-group asked the question has been that the city should stop
building and growth. Although still in the top position, the percentage citing this
response has declined each year (2011: 27%, 2010: 34%, 2009: 37%, 2008: 48%).
The number of residents who rated the quality of life in the city as "Poor" or "Very
poor" or felt it was "Getting worse" was lower in 2011 than previous years (2011:
11%, 2010: 15%, 2009: 21%, 2008: 20%).
Resident Survey Report
City of Carlsbad
QUALITY OF LIFE - COMPARISON TO OTHER CITIES
This section displays examples of residents' quality of life ratings from cities that have
conducted comparable studies within the past five years. The 98 percent overall quality
of life rating provided by Carlsbad residents is one ofthe highest reported.
Figure 5: Qualitv of Life Rating - Comparison to Other Cities'
% of Residents that Rate the Quality of Life in their City as "Excellent" or "Good"
IVIid-Sized City, Orange County
City of Carlsbad, San Diego County
Mid-Sized City, Ventura County
Small City, San IVIateo County
Small City, San Diego County
IVIid-Sized City, San IVIateo County
IVIid-Sized City, Riverse County
Mid-Sized City, San Diego County
Mid-Sized City, Orange County
Mid-Sized City, Santa Clara County
Mid-Sized City, Alameda County
Large City, San Diego County
Mid-Sized City, San Bernardino County
Large City, Santa Clara County
Large City, Riverside County
Mid-Sized City, Contra Costa County
Small City, El Dorado County
Large City, Los Angeles County
Small City, Riverside County
Small City, Sacramento County
77%
75%
72%
70%
70%
62%
56%
0% 20% 40% 60% 80% 100%
^ Small cities were defined as those with a total population up to 50,000, Mid-sized cities were those with a
population between 50,001 and 150,000, Large cities were those with a population of 150,001 or more.
^1
Resident Survey Report
City of Carlsbad
The figure below displays the percentage of residents that viewed the quality of life in
their city as either "Getting better" or "Staying about the same." Among comparable
research studies from cities throughout California, the combined 85 percent reported by
Carlsbad residents places the city at the top ofthe chart.
Figure 6: Qualitv of Life Direction - Comparison to Other Cities^
% of Residents that View the Quality of Life in their City as
"Getting better" or "Staying about the same"
City of Carlsbad, San Diego County
Small City, Alameda County
Mid-Sized City, Sacramento County
Small City, San Luis Obispo County
Large City, Santa Clara County
Large City, Sacramento County
Large City, San Bernardino County
Small City, Los Angeles County
Small City, Riverside County
Large City, Riverside County
Large City, Marin County
Large City, Kern County
Mid-Sized City, Contra Costa County
Mid-Sized City, Riverside County
69%
66%
64%
60%
51%
47%
0% 20% 40% 60% 80% 100%
Small cities were defined as those with a total population up to 50,000, Mid-sized cities were those with a
population between 50,001 and 150,000, Large cities were those with a population of 150,001 or more.
PINE AVENUE PARK-
Clly of Catlibad JM.
Resident Survey Report
City of Cadsbad
SENSE OF COMMUNITY
To assess sense of community among residents, a seven-question series known as the
"Brief Sense of Community Index"was utilized. The series assesses the three
underlying dimensions of sense of community: "Social connections," "Mutual concerns,"
and "Community values."
Figure 8 displays the questions used to measure sense of community among Carlsbad
residents and overall agreement with each statement (disagreement for reverse-coded
items). Carlsbad residents reported the highest level of agreement with items related to
"Community values" (76% average) and "Mutual concerns" (72% average).
Figure 7: Sense of Communltv Index
•Strongly agree DAgree Total agree Average
I can recognize most of the people
who live In my neighborhood
M c o
o a c
g Very few of my neighbors know me*
o
26.3% 48.8%
44.9%
o
I have almost no Influence over what m
my neighborhood Is like* ij 40.6%
75,1%
59,6%
49.7%
61.5%
• u c o o
w
3
My neighbors and I want the same
things from this community 23.1% 51.8%
If there is a problem In my
neighborhood, people who live here
can get it solved
51.5%
74,9%
69,1%
72.0%
«
tt >
c
It is very important for me to feel a
sense of community with other
residents
I How strongly feel sense of community
o
27.8%
28.5%
51.3%
43.9%
79,1%
72,4%
75.8%
0% 20% 40% 60% 80% 100%
* Items reverse coded. Percentage shown is total disagreement. Disagreeing with these statements indicates a higher
sense of community.
'' Long, D,A, and Perkins, D,D (2003), "Confirmatory Factor Analysis ofthe Sense of Community Index and
Development of a Brief SCI." Journal of Community Psychology 33(3): Pages 279 - 296,
PINE AVENUE PARK
Clly nf Carlilmd
Resident Survey Report
City of Carlsbad
Statistically consistent with last year, 43 percent of residents were classified as having a
"High" sense of community in 2011, meaning that they agreed with six of the seven
items in the series.
An identical 43 percent placed in the "Medium" sense of community group, having
agreed with three, four, or five items in the series.
Fourteen percent of residents were classified in the "Low" sense of community group,
identifying with fewer than three of the items.
Figure 8: Sense of Communltv Index Levels
100%
80%
60% •
40%
20%
0%
13.9%
43.0%
12.2%
43.9%
13.3%
48.3%
\
43.0% 44.0% 38.4%
2011 2010
iHIgh
2009
• Medium
12.7%
46.4%
12.0%
40.0%
40.9% 47.9%
2008 2007
• Low
Statistically significant change from 2010 (p<,05)
Statistically significant change from 2009
Statistically significant change from 2008
Statistically significant change from 2007
FINE AVENUE PARK
Resident Survey Report
City of Carlsbad
The following is an examination of residents' sense of community levels by sub-
groups.
• Sense of community was positively correlated with a number of factors
throughout the survey, including: satisfaction with the job the city is doing to
provide sen/ices, quality of life ratings, perceptions regarding the direction of
the quality of life, satisfaction with city-resident communication, feeling safe
walking alone in their neighborhoods (during the day and night), confidence in
city government, and experience visiting the Carlsbad Village.
• A regression analysis revealed the following as the top predictors of residents'
sense of community:
o Satisfaction with the city's efforts to provide recreation programs and
o Ratings for the quality of life in Carlsbad.
• Residents who had visited the Cadsbad Village were much more likely to be
classified as having a "High" sense of community than those who had never
visited (44% vs, 28%).
• Compared with those who have lived in the city longer, respondents who had
lived in Carlsbad less than one year were the least likely to be classified as
having a "High" sense of community (19%) and the most likely to fall into the
"Medium" category (68%),
• Residents with children in the home were more likely to be classified as
having a "High" sense of community than those without children (47% vs.
40%).
• Fifty-four percent of residents 35 to 54 years of age placed in the "High" sense
of community group compared with 39 percent of residents 18 to 34 years of
age and 42 percent of residents 55 years and older,
• Residents in zip code 92008 were more likely than those in other zip codes to
be classified as having a "Medium" sense of community. Specifically, a
majority ofthe residents in the Village/ North Beach/ Barrio (55%) and Olde
Carlsbad/ Hedionda Point (51%) areas fell into the "Medium" category.
3
[PINE AVENUE PARK '
SENSE OF COMMUNITY - COMPARISON TO OTHER CITIES
Figure 10 below displays the percentage of residents in comparable research projects
that reported feeling a "Strong" sense of community^ living in their city.
Although the percentage was higher in 2011 than 2010 (72% vs. 68%), Carlsbad
remained in the middle tier with regard to this metric.
Figure 9: Sense of Community - Comparison to Other Cities^
Small City, Solano County
Mid-Sized City, Los Angeles County
Small City, San Diego County
Mid-Sized City, Alameda County
City of Carlsbad, San Diego County
Mid-Sized City, Santa Clara County
Small City, San Mateo County
Mid-Sized City, Santa Clara County
Mid-Sized City, Santa Clara County
Mid-Sized City, San Mateo County
Mid-Sized City, Sacramento County
Small City, Riverside County
Small City, El Dorado County
Resident Survey Report
City of Carlsbad
59%
52%
50%
46%
0% 20% 40% 60% 80% 100%
Question 7 ofthe survey: "Would you say that you feel a strong sense of community, a weak sense of
community, or no sense of community at all?"
^ Small cities were defined as those with a total population up to 50,000. Mid-sized cities were those with a
population between 50,001 and 150,000, Large cities were those with a population of 150,001 or more.
Resident Survey Report
City of Cadsbad
Carlsbad residents reported feeling very safe in their neighborhoods. The overall
percentages reported in 2011 were the highest of any survey year for both walking alone
during the day and after dark.
An overwhelming 99 percent of residents felt safe walking alone in their neighborhoods
during the day (86% "Very safe") and 90 percent of residents felt safe walking alone after
dark (54% "Very safe"). Less than one percent of residents (0.7%) reported feeling
unsafe walking alone in their neighborhoods dunng the day and six percent felt unsafe
after dark.
Statistically speaking, the combined safety percentage reported by residents for walking
alone in their neighborhoods dunng the day was higher in 2011 than 2009 (97%) and
consistent with 2010 (98%) and 2007 (98%).
The combined safety percentage reported by residents for walking alone in their
neighborhoods after dark was statistically higher in 2011 than each ofthe previous
survey years (2011: 90%, 2010: 87%, 2009: 85%. 2007: 86%).
Figure 10: Safety in Carlsbad
100%
80% •
60% •
40%
20%
0%
100%
80%
60%
40%
20%
h 0%
Walking alone in neighborhood
during the day
* 1
al 6.7% 8.3% 9.2% 6.7% 8.3% 9.2%
35.8% 35.6% 33.0% 34.1%
54.2% 51.1% 52.3% 51.4%
2011 1 2010 1 2009 1 2007
Walking alone in neighborhood after
dark
•Very safe •Somewhatsafe •Somewhatunsafe BVery unsafe ODK/NA
* Statistically significant change from 2010 (p<,05)
° Statistically significant change from 2009
* Statistically significant change from 2007
' Question not asked in 2008,
Resident Survey Report-
City of Cadsbad
Safety walking alone in their neighborhoods (during both the day and night)
was positively correlated with a number of other metrics within the survey,
including: satisfaction with the job the city is doing to provide sen/ices, quality
of life ratings, perceptions regarding the direction of the quality of life, sense of
community, confidence in city government, satisfaction with city-resident
communication, and experience visiting the Village,
Given the very high percentage of residents that felt safe walking alone in their
neighborhoods during the day (and thereby the limited amount of
differentiation among sub-groups), the focus ofthe sub-group analysis below
is on safety walking alone after dark,
o Women were more likely than men to report feeling unsafe walking
along in their neighborhoods after dark (9% vs. 2%), In addition, 70
percent of men reported feeling "Very safe" compared with 40 percent
of women,
o All respondents in the 18 to 24 year group reported feeling safe
walking alone in their neighborhoods after dark.
o A higher than average percentage of residents who had never visited
the Village reported feeling unsafe (13% vs. 5%).
o There were no overall differences in safety by zip code or Carlsbad
neighborhood.
Resident Survey Report
City of Cadsbad
SAFETY - COMPARISON TO OTHER CITIES
The figure below shows examples of residents' feelings of safety walking alone in their
neighborhoods during the day in cities throughout the state that have conducted
comparable studies within the past five years. No city has reported higher than a 99
percent safety rating for this metric.
Figure 11: Safety Walking Alone During the Day - Comparison to Other Cities
City of Carlsbad, San Diego County
Small City, Riverside County
Mid-Sized City, Santa Clara County
Small City, El Dorado County
Mid-Sized City, Los Angeles County
Mid-Sized City, San Diego County
Mid-Sized City, San Bernardino County
Mid-Sized City, Riverside County
Mid-Sized City, Sacramento County
Large City, San Francisco County
Small City, Riverside County
Mid-Sized City, Contra Costa County
83%
81%
70%
0% 20% 40% 60% 80% 100%
61
Resident Survey Report
City of Cadsbad
Carlsbad remained in the top tier with regard to residents' safety ratings for walking
alone in their neighborhoods after dark.
Figure 12: Safety Walking Alone After Dark - Comparison to Other Cities
Mid-Sized City, Orange County
i
Mid-Sized City, Orange County
i
Small City, Orange County
City of Carlsbad, San Diego County
Small City, Santa Clara County
"l
Small City, Riverside County
H.
Small City, El Dorado County
i.
Mid-Sized City, Santa Clara County
Mid-Sized City, San Mateo County
Mid-Sized City, Santa Clara County
Mid-Sized City, San Diego County
Large City, Santa Clara County
Mid-Sized City, San Bernardino County
Mid-Sized City, Sacramento County
Mid-Sized City, Sacramento County
Small City, Riverside County
Large City, San Francisco County
Mid-Sized City, Contra Costa County
61%
55%
52%
50%
42%
0% 20% 40% 60% 80% 100%
5fe
Resident Survey Report
City of Cadsbad
CONFIDENCE IN CITY GOVERNMENT
Eighty-four percent of residents reported confidence in Carlsbad city government to
make decisions that positively affect the lives of community members, 13 percent lacked
confidence, and four percent did not know or declined to state.
Although there was a shift in the composition of confidence (i.e., a lower percentage in
the "Very confident" category and a higher percentage in the "Somewhat confident"
category), the overall confidence percentage reported by residents in 2011 was
statistically higher than each previous survey year (2011: 84%, 2010: 78%, 2009: 74%,
2008: 76%, 2007: 79%).
Figure 13: Confidence in Citv Government to Make Decisions
100%
80%
60%
40% •
20%
0%
10.3%
a
66.1%
#a¥l
4.9%
5.5%
12.0%
a
55.2%
4-0%
6.5%
15.7%
52.2%
7.5%
12.9%
52.1%
5.4%
12.7%
55.4%
17.4% 22.4% 21.6% 23.6% 23.1%
2011 2010 2009 2008 2007
iVery confident • Somewhat confident •Somewhat unconfident BVery unconfident DDK/NA
" statistically significant change from 2010 (p<,05)
° Statistically significant change from 2009
* Statistically significant change from 2008
' Statistically significant change from 2007
Resident Survey Report
City of Carlsbad
The following is an assessment of confidence in city government by sub-groups,
• Confidence in city government was positively correlated with: residents' views
regarding quality of life, direction of the quality of life, sense of community,
how safe residents felt walking alone in their neighborhoods (day and night),
satisfaction with city sen/ices, satisfaction with city-resident communication,
and residents' experience visiting Carlsbad's Downtown Village.
• Residents who had communicated with city staff in the past 12 months
regarding city business reported less confidence than those who had not
contacted the city (76% vs. 86%).
• Compared to those in other age groups, a higher percentage of resident 45 to
64 years of age reported being unconfident (17%).
• Although there were no differences in overall confidence by zip code or
neighborhood, residents in zip code 92008 (23%) and those in the areas of
Village/ North Beach/ Barrio (28%) and Kelly Ranch and surrounding
communities (25%) were the most likely to report being "Very confident" in city
government.
Resident Survey Report
City of Cadsbad
SATISFACTION WITH SPECIFIC CiTY SERVICES
Over 90 percent of residents who provided an opinion were satisfied with the city's
efforts to "Provide library sen/ices" (96%), "Maintain city parks" (95%), "Provide fire
protection and emergency medical sen/ices" (94%), "Trash collection services" (93%),
"Provide water sen/ices" (92%), "Provide law enforcement services" (92%), and "Provide
sewer sen/ices" (91%).
Figure 14: Satisfaction with Specific Services^^
Provide library services
Maintain city parks
Provide fire protection and emergency medical
services
Trash collection services
Provide water services
Provide law enforcement services
Provide sewer services
Provide trails and walking paths
Provide local arts and cultural opportunities
Repair and maintain local streets and roads
Provide recreation programs
Street sweeping services
Recycling collection services
Maintain the business climate in Carlsbad
Protect water quality In the city's creeks,
lagoons, and ocean ,
Protect and enhance open space and the
natural environment
Manage traffic congestion on city streets
Hazardous waste disposal
Manage residential growth and development
76.6%
66.5%
73.8%
67.7%
60.9%
65.1%
61.0%
59.4%
51.1%
45.6%
55.8%
52.4%
55.7%
41.1%
18.9%
28.9%
20.0%
25.5%
30.9%
26.4%
30.1%
28.8%
36.5%
41.8%
31.3%
33.1%
28.0%
41.8%
43.4%
42.3%
33.0%
38.6%
36.9%
44.4%
1 40.1% 32.2%
-i 1 28.5% 43.2%
4-
0% 20% 40% 60% 80%
•Very satisfied • Somewhat satisfied
100%
""^ Due higher than average percentages of "Don't know/ no answer" responses for many items, those
responses were filtered out ofthe analysis for this series. The high percentage is likely due to residents' lack
of direct experience with those specific services (refer to Appendix B for full breakdown of responses).
(.1
Resident Survey Report
City of Cadsbad
The table below shows the overall percentage of residents satisfied, neither satisfied nor
dissatisfied, and dissatisfied with the city's efforts in each area.
Table 1: Satisfaction with Specific Services
Satisfaction with the city's
efforts to... Satisfaction Neither Dissatisfaction Satisfaction
Rank
Provide library services 95,5% 3,3% 1,2% 1
Maintain city parks 95,4% 2,5% 2,1% 2
Provide fire protection and
emergency medical 93,8% 4,7% 1,5% 3
services
Trash collection services 93,2% 2.5% 4.3% 4
Provide water services 91,8% 3.6% 4,6% 5
Provide law enforcement
services 91,5% 2,7% 5,8% 6
Provide sewer services 91,1% 6,7% 2,2% 7
Provide trails and walking
paths 88,2% 5,5% 6.3% 8
Provide local arts and
cultural opportunities 87,6% 7,3% 5,1% 9
Repair and maintain local
streets and roads 87.4% 3.0% 9,6% 10
Provide recreation
programs 87,1% 8,8% 4,1% 11
Street sweeping services 85,5% 8,5% 6.0% 12
Recycling collection
services 83,7% 3,9% 12,5% 13
Maintain the business
climate in Carlsbad 82,9% 9.6% 7,5% 14
Protect water quality in the
city's creeks, lagoons, and 82,0% 9,5% 8,6% 15
ocean
Protect and enhance open
space and the natural 79,2% 7.4% 13.5% 16
environment
Manage traffic congestion
on city streets 77,4% 6,2% 16,4% 17
l-lazardous waste disposal 72.3% 15,8% 11,9% 18
Manage residential growth
and development 71,7% 10,3% 18,0% 19
Average across items 86.3% 6.3% 7.4%
Resident Survey Report
City of Cadsbad
The three charts to follow display satisfaction with the city's efforts to provide each
service over the past five years.There were only a handful of statistically significant
changes in overall satisfaction over time (changes are marked and described in the text).
Among those who provided an opinion, resident satisfaction with the city's efforts to
"Provide water services" was up from 2009, with satisfaction consistent with the levels
reported in other years (2011: 92%, 2010: 90%, 2009: 89%, 2008: 91%, 2007: 93%).
Figure IS: Satisfaction with Specific Services bv Year: Part 1
Dark=Very satisfied Light=Somewhat satisfied Total Satisfied
'11 76.6%^ »l*KMl 95.5%
^ '10 76.5%* 19.6%* 96,1%
g|E '09 77.4%* • 19.3%* 96,7%
i = S '08 81.2%* 15.4%* 96.6%
'07 76.6% 19.7% 96.3%
C Q.
'11
'10
'09
'07
* Statistically significant change from 2010 (p<,05)
° Statistically significant change from 2009
* Statistically significant change from 2008
' Statistically significant change from 2007
66.5% 28.9%
66.5% 29.3%
95.4%
95.8%
94,4%
95.5%
95.0%
93.8%
94,7%
94.1%
91.8%
90.2%
88.8%*
90,9%
92.5%
91.5%
92.7%'
90.0%
92.3%
92.3%
100%
• Only those services with data in 2011 and at least one other year are displayed in the charts.
Resident Survey Report
City of Carlsbad
Among those who provided an opinion, resident satisfaction with the city's efforts to
"Repair and maintain local streets and roads" was up from 2008, with satisfaction
consistent with the levels reported in other years (2011: 87%, 2010: 86%, 2009: 87%,
2008: 84%, 2007: 86%).
Figure 16: Satisfaction with Specific Services by Year: Part 2
Dark=Very satisfied Light=Somewhat satisfied
(0
— x>
S o
ni (0 nl
0) , iV (0 0) 39.6%
Statistically significant change from 2010 (p<,05)
Statistically significant change from 2009
Statistically significant change from 2008
Statistically significant change from 2007
'11 45.6% i 1 41.8%
'10 47.2%' 38.7%
'09 47.6%' ^•1 39.0%
0) '11 61.0% 1 30.1%*
i§ '1CL. 58.5% r 34.5%°
•g £ '09 60.8% 1 30.0% 1 $ '08
i '07
58.5% 33.5% 1 $ '08
i '07
:n 59.4%«'** 28.8%° *•
JD o. .-10 56.5%* 32.8%*
Q> ,E '09 53.0% 34.8%
11 '08_., 53.7% 33.8% 1
Total Satisfied
91,1%
93,0%
90,8%
92,0%
91,6%
88.2%
89,3%
87.8%
87,5%
86.8%
87.6%
87.4%
86.7%
88,3%
88,2%
87,4%*
85,9%
86,6%
84.3%
85,5%
87.1%
89,4%
88.1%
89.9%
89.0%
100%
(A
Resident Survey Report
City of Carlsbad
Consistent with 2009 and 2010, satisfaction among those who provided an opinion for
the city's efforts to "Protect water quality in the city's creeks, lagoons, and ocean" was
statistically higher than 2008 (2011: 82%, 2010: 83%, 2009: 82%, 2008: 76%),
Among those who provided an opinion, residents' satisfaction with the city's efforts to
"Manage traffic congestion on city streets" (2011: 77%, 2010: 74%, 2009: 70%, 2008:
68%, 2007: 64%) and "Manage residential growth and development" (2011: 72%, 2010:
67%, 2009: 64%, 2008: 62%, 2007: 57%) each continued its upward trend to reach new
highs in 2011.
Figure 17: Satisfaction with Specific Services bv Year: Part 3
Dark=Very satisfied Light=Somewhat satisfied
(U
CO ,E ro i2
,1 ^ ,i ro
ro J3 o O
,_">.<«
5} 0 o c ro „, o ro
o c ~ °
0) •- OT T3
Q. ro 3 o iT
+^
O
c o J:: CJ OJ
o S
ro UJ
CO)'"
ro OJ
o ro
TD c <u
•55 E 3> S-*- o
0) > 0) DJ 2 > ro oj.g
ro
41.1%
39.8%
41.8%
43.8%
43.4%
45.1%
43.1%
'11
'10
;08
'07
43.4%* 38.6%
Total Satisfied
82,9%
83,6%
83,7%
83,2%
85.3%
82.0%*
I 42.3%* 40.8% 83.1%*
41.8%* 40.5% 82.3%*
36.6% 39.5%
'11
'10
'08
'07
33.0%"
31.1%* •
32.8%*
44.4%°
43.0%°
36.7%**
L 25.6%
Ph22.8%
42.5%
41.4%
•11
'09
'08
'07
28.5%°*
26.9%°»
25.0%»
43.2%*»
39.9%
41.2%*
36.6%
38.4%
76.1%
77,4%„
74,1%,
69,5%
68,1%
64,2%
71,7%
66.8%*
63,7% I
61,6%'
57,0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
" Statistically significant change from 2010 (p<.05)
° Statistically significant change from 2009
* Statistically significant change from 2008
' Statistically significant change from 2007
, /
Resident Survey Report
City of Cadsbad
SATISFACTION WITH CITY-RESIDENT COMMUNICATION
With close to the majority (48%) "Very satisfied," 87 percent of residents reported
satisfaction with the city's efforts to provide information to residents through its website,
newsletters, water bill inserts, and related sources of information.
Figure 18: Satisfaction with Cltv-Resident Communication^^
Somewhat
dissatisfied
5.3%
Very
dissatisfied
1.7%
DK/NA
5.7%
Satisfaction with city-resident communication was positively correlated with a
number of other metrics throughout the survey, including: residents' views on
quality of life, perceptions regarding the direction ofthe quality of life,
satisfaction with the job the city is doing to provide services, sense of
community, safety walking alone in their neighborhoods (day and night),
confidence in city government, and experience visiting the Village.
Residents who referred to the city website, community sen/ices and recreation
guide, Cadsbad Currents newsletter, and water bill flyers for information about
city issues, programs, and services reported much higher satisfaction levels
than those who never utilized those sources.
Residents living in apartments reported higher than average dissatisfaction
with city-resident communication (12% vs, 7%),
Hispanic/ Latino respondents reported more dissatisfaction than residents in
other ethnic groups (16%),
Examining differences by zip code, 92010 residents were the least likely to
report dissatisfaction (92010: 2%, 92009: 7%, 92008: 8%, 92011: 8%).
By neighborhood, a lower than average percentage of residents in Kelly
Ranch/ surrounding communities (0%) and Calavera Hills/ Tamarack Point
(2%) reported dissatisfaction.
Wording of this question changed slightly in 2011, As such, previous years' data are not displayed.
Resident Survey Report
City of Carlsbad
RECENT COMMUNICATION WITH THE CITY OF CARLSBAD
Twenty-one percent of residents have communicated with City of Carlsbad staff on
issues related to city business over the past 12 months. Within that group, telephone
was the most utilized method of contact (60%), followed by in-person (35%) and email
communications (24%).
Figure 19: Method of Communication with Citv Staff (n=212)^''
]
Telephone 59.8%
\
In-person 35.3% 1
Email 24.0%
Written letter 1 4.4%
Completing a web form 1 4.4%
DK/NA 1.1%
0% 20% 40% 60% 80% 100%
Residents 45 years and older (27%) and those who lived in Cadsbad for ten
years or longer (25%) were much more likely than those 18 to 44 years and
those who have been in the city less than ten years to have communicated
with Carlsbad city staff on issues related to city business.
By neighborhood, a higher than average percentage of residents in Olde
Carlsbad/ Hediona Point reported communicating with the city on issues
related to city business (31% vs, 21%),
Multiple responses permitted; the percentages in the figure total more than 100 percent.
(sTl
CARLSBAt) ^ ^. ^B«.^
i„„'< <<• ^ f Off'*
1 Citv-Se^''
Resident Survey Report
City of Cadsbad
INFORMATION SOURCES
The most "Regularly" utilized sources of information about city issues, programs, and
services among residents were television news (35%) and flyers that come in the water
bill (the "Carlsbad Currents" newsletter) (30%),
In terms of overall use of each source for information on city issues, programs, and
services, television news (77%), the community services and recreation guide (73%),
and the city's website (71%) were each utilized by more than seven out often residents.
Compared with previous years, statistically more residents reported referring to the city's
website, water bill flyers. North County Times, and social media websites, whereas
fewer referred to the community sen/ices and recreation guide (compared to 2010 and
2009) and San Diego Union Tnbune (consistent with 2010 but lower than 2009),
Figure 20: Freouencv of Using Information Sources^^
1
Television news
Flyers that come in water bill
North County Times or
www.nctimes.com
Community services and recreation
guide
San Diego Union-Tribune or
vvww.signonsandiego.com
Carlsbad Currents newsletter
City of Carlsbad website
Flyers at city buildings like the library,
senior center, or community centers
Social media websites such as
Facebook, Twitter, or YouTube
34.8%
29.8%
27.0% 14.9% 22.1%
22.1% 16.5% 26.5%
24.2% 21.0% 16.8% 37.7%
23.4%^ 28.6% 20.7% 25.6%
23.4% 22.8% 14.7% 38.7%
20.9%
18.9%
14.1%
20.8% 18.3% 36.5%
30.3% 22.2% 28.1%
24.8% 24.6% 36.0%
City cable channel ^14%
12% 14.1% 59.9%
18.7% 58.6%
0% 20% 40% 60% 80% 100%
• Regularly •Sometimes ^Seldom •Never ODK/NA
Figure sorted by the percentage that "Regularly" use each source.
^CARLSBAD
Horn*
1 Cir-Stnic"
Resident Survey Report
City of Carlsbad
TELEVISION SERVICE AND THE CITY
Consistent with 2009, the majonty (57%) of Carlsbad residents in 2011 subscribed to
Time Warner television service. At 22 percent, the second most popular television
service was AT&T U-Verse (up from 17% in 2009).
When residents who subscribed to Time Warner or AT&T U-Verse were asked how
often they, or members of their household, watched the city's cable channel that
broadcasts city council meetings and other programming specific to the City of Carlsbad,
42 percent indicated they watched the channel. Five percent "Regularly" watched, 13
percent "Sometimes," and 25 percent "Seldom" watched the city's cable channel.
Figure 21: City's Cable Channel Viewership
DK/NA
0.2%
Sometimes
12.8%
Regularly
4.5%
The longer someone lived in Carlsbad, the more likely they were to have
watched the city cable channel. Fifty-one percent of respondents who have
lived in the city 15 years or more have watched the channel compared with 13
percent among those in the city for less than one year,
Viewership was positively correlated to sense of community. Forty-two percent
of residents classified as having a "High" sense of community had watched,
35 percent ofthe "Medium" group, and 27 percent of those in the "Low" sense
of community group had watched the channel.
Compared to those in other zip codes, viewership was highest among
residents of zip code 92008 (46%),
By neighborhood, a higher than average percentage of residents of Kelly
Ranch and surrounding communities (54%) and Olde Cadsbad/ Hediona Point
(49%) reported watching the city cable channel, whereas a lower than
average percentage of Rancho Carrillo/ Bressi Ranch/ La Costa Greens
(20%) residents watched.
CARLSBAD
/
1 ReMil-ii'
I Cin HaS I About C raHb
wsnoss
, Residents
Resident Survey Report
City of Cadsbad
..V. rrc.tetHSB
For an apples to apples comparison with the viewership data collected in 2009, the data
presented below were filtered for residents with Time Warner as their cable provider.
There were no statistically significant changes in viewership from 2009 to 2011 among
residents with Time Warner.
Figure 22: City's Cable Channel Viewership bv Year^^
100%
80%
60%
40%
20% •
0%
2011
• Regularly ^Sometimes
2009
13 Seldom • Never • DK/NA
The 2009 question was only asked to residents with Time Warner as their cable provider, whereas the
2011 question was asked to all respondents regardless of their cable provider, Forthe purposes of
comparing the two years, 2011 data presented in Figure 23 were filtered to only include those who
subscribed to Time Warner,
no
Resident Survey Report
City of Carlsbad
PREVENTING POLLUTION OF CREEKS, LAGOONS, AND OCEAN
Consistent with the results from last year, 64 percent of residents have seen or heard
information in the past year about how residents can prevent the pollution of local
creeks, lagoons, and the ocean.
Figure 23: Informed about Preventing Water Pollution
80%
60%
40%
20%
0%
u>
CO
6^ CO
1^
IO
<n
IO
• 2011
• 2010
• 2009
• 2008
• 2007
a o
IO 5^ m
ro CO CO
Yes DK/NA
* statistically significant change from 2010 (p<,05)
° statistically significant change from 2009
* Statistically significant change from 2008
* statistically significant change from 2007
1
Resident Survey Report
City of Cadsbad
SOURCE OF INFORMATION
Residents who recalled seeing or hearing information about how residents can prevent
the pollution of local creeks, lagoons, and the ocean were asked to recall the source of
the information in an open-ended format. The most frequently cited sources of
information were television (29%), newspapers (19%), and newsletters (16%),
Figure 24: Source of Pollution Prevention Information (n=638>^^
TV
Newspaper
Newsletters
Curb signs
Brochures
Water/ utility bill
Website
Radio
Family/ friends/ other word of mouth
Signs near lagoons/ beach/ trails
Public events/ booth
School
Flyer
Posters
Internet
Movie theaters
Other
Don't know/ not sure
18.5%
1
15.8%
13.4%
10.5%
10.3%
28.6%
0% 20% 40%
Multiple responses permitted; the percentages in the figure total more than 100 percent.
For this figure, categories with less than one percent were combined into "Other," Please see Appendix B:
Survey Toplines for a complete breakdown of responses.
Resident Survey Report
City of Carlsbad
ACTION BASED ON INFORMATION
Residents who recalled seeing or hearing information about how to prevent water
pollution were next asked to indicate what they had done - if anything - to reduce the
amount of pollution in local creeks, lagoons, and the ocean.
Consistent with last year, one in four respondents to this follow-up question indicated
that they had not done anything or declined to state. Twenty-two percent of those who
recalled hearing or seeing information indicated that they properly disposed of
hazardous waste, 16 percent used a commercial car wash, and 14 percent recycled.
Figure 25: Action Taken Based on Pollution Prevention Information (n=638)^''
Properly disposed of hazardous waste 22.2%
Used a commercial car wash
Recycled
Used environmentally friendly soaps,
pesticides, etc.
Cleaned up trash at parks and beaches/
on the street
Careful of what goes down sewer/ no
longer dump down storm drain
Reduced water usage/ used water more
efficiently
Don't litter
Cleaned up animal waste
Reduced run-off/ erosion control
I do everything I can/1 don't pollute
Stopped washing driveway
Other
Have not done anything
DK/NA
16.3%
14.2%
T
12.6%
10.9%
40%
Multiple responses permitted; the percentages in the figure total more than 100 percent.
For this figure, categories with less than one percent were combined into "Other," Please see Appendix B:
Survey Toplines for a complete breakdown of responses.
Resident Survey Report
City of Cadsbad
EXPERIENCE VISITING THE CARLSBAD VILLAGE
In a typical month, 94 percent of residents visit Carlsbad's Downtown Village,with the
majority visiting at least once a week (51%), Consistent with previous years, nine out of
ten residents who visited the Village rated their experience positively, with 43 percent
indicating they had an "Excellent" experience and 47 percent reporting a "Good"
experience.
20
Figure 26: Experience Visiting Carlsbad Village
Excellent
Good
Fair
Poor
Very poor
DK/NA
0.5%
0.1%
0.1%*
0.6%
0.5%
0.4%
0.4%
0.5% 0.2%
0.8%
43.1%
40.8%
42.4%' I 43.6% I
47.0% 48.8%* I
44.9% 45.1% 4377% I
Positive
2011 =90%
2010 = 90%
2009 = 88%
2008 = 88%
2007 = 87%
• 2011
• 2010
• 2009
• 2008
• 2007
0% 20% 40% 60% 80%
' statistically significant change from 2010 (p<,05)
° statistically significant change from 2009
t
' statistically significant change from 2008
statistically significant change from 2007
Wording of this question changed slightly in 2011, As such, previous years' data are not displayed,
^° Residents who were not sure whether or not they had visited the Village were filtered out ofthe analysis
for their experience visiting the Village, As such, the percentages displayed for 2008 and 2007 differ slightly
from those presented in the 2008 and 2007 reports.
1^
Resident Survey Report
City of Cadsbad
The following examines use and perceptions regarding Cadsbad's Downtown Village
by resident sub-groups.
• In general, residents who had a positive experience visiting Carlsbad's
Downtown Village were more likely to rate other aspects of life in Carlsbad
favorably. Ratings were positively correlated with: residents' views regarding
quality of life, direction of the quality of life, confidence in city government,
sense of community, perception of safety walking alone in their neighborhoods
(day and night), satisfaction with the job the city is doing to provide services,
and satisfaction with city-resident communication,
• The percentage of residents who regularly visited the Village increased with
length of residence (Less than 1 year: 35%, 1 to 4 years: 41%, 5 to 9 years:
43%, 10 to 14 years: 52%, 15 or more years: 64%).
o Residents who have lived in Carlsbad less than one year and have
visited the Village were the most likely to rate their experience as
"Excellent" (61%),
• Sixty-five percent of residents living in apartments regularly visited the Village
as compared to 49 percent of residents in single family detached homes or
condominiums and townhomes. Apartment dwellers were also more likely to
rate their experience as "Excellent" (58% vs, 42%).
• Residents of zip code 92009 were the least likely to report visiting the Village
in a typical month (92009: 89%, 92008: 98%, 92010: 97%, 92011: 95%), By
neighborhood, frequency of not visiting the Village in a typical month was
highest among residents living in the Rancho La Costa/ La Costa Oaks/ La
Costa Ridge (17%) and La Costa/ La Costa Canyon (11%) communities.
o Compared to visitors in Olde Cadsbad zip codes (92008 and 92010),
residents who lived in La Costa zip codes (92009 and 92010) and
visited the Village in a typical month were less likely to rate their
experience as "Excellent" and more likely to rate it as "Good" or "Fair,"
/
Resident Survey Report
City of Carlsbad
Resident Survey Report
City of Carlsbad
APPENDIX A: METHODOLOGY
The table below provides an overview of the methodology utilized for the project.
Method Telephone Survey (Mobile and Land Line)
Universe 83,248 Residents 18 Years and Older within the City of Carlsbad
Number of Respondents 1,000 Residents Completed a Survey
Average Length 20 minutes
Field Dates September 13 - October 2, 2011
Margin of Error The maximum margin of error for questions answered by all
1,000 respondents was +/-3,08% (95% level of confidence)
RESEARCH OBJECTIVES
Pnor to beginning the project, BW Research met with the City of Cadsbad's
Performance Measurement Resource Team to determine the research objectives for the
2010 study. The main research objectives of the study were to assess residents'
perceptions regarding satisfaction with city services, quality of life, sense of community,
safety in their neighborhoods, city government, city-resident communication, and the
Carlsbad Village,
QUESTIONNAIRE DESIGN
Through an iterative process, BW Research worked closely with the city to develop a
survey instrument that met all the research objectives ofthe study. In developing the
instrument, BW Research utilized techniques to overcome known biases in survey
research and minimize potential sources of measurement error within the survey.
SAMPLING METHOD
BW Research utilized a mixed-method sampling plan that incorporated both a random
digit dial (RDD) methodology (listed and unlisted traditional land line numbers) and a
listed sample of residents (listed land line and cell phone numbers) known to live within
the City of Carlsbad or known to be a cell phone number.
The RDD methodology is based on the concept that all residents with a traditional land
line telephone in their home have an equal probability of being called and invited to
participate in the survey. The listed sample supplemented the RDD methodology and
included both land lines and cell phones and allowed for targeted calling to demographic
groups of residents typically under-represented in traditional telephone survey research.
Screener questions were utilized at the beginning of the survey to ensure that the
residents who participated in the survey lived within the City of Cadsbad.
[bw]^, ESEARCH
PARTNERSHIP
A-1
Resident Survey Report
1 City of Cadsbad
1
DATA COLLECTION
Priorto beginning data collection, BW Research conducted interviewer training and also
pre-tested the survey instrument to ensure that all the words and questions were easily
understood by respondents.
Interviews were generally conducted from 5:00 pm to 9:00 pm Monday through
Thursday and 11:00 am to 5:00 pm on Saturday and Sunday to ensure that residents
who commuted or were not at home dunng the week had an opportunity to participate.
Throughout data collection, BW Research checked the data for accurateness and
completeness and monitored the percentage of residents with language barriers to
determine whether or not the sun/ey should be translated into a language other than
English, Since just one percent of all numbers attempted were identified as having a
language barrier, translating the sun/ey into languages other than English was not
necessary for representative results,
DATA PROCESSING
Priorto analysis, BW Research examined the demographic characteristics ofthe 1,000
respondents who completed a survey to the known universe of residents 18 years and
older using the San Diego Association of Government's (SANDAG's) 2010 demographic
estimates for the City of Carlsbad (2011 estimates had not been released at the time of
data processing). It is estimated that among Cadsbad's 106,804 residents, 83,248 are
18 years and older. After examining the dimensions of zip code, gender, ethnicity, and
age, the data were weighted to appropriately represent the universe of adult residents
and ensure generalizability ofthe results.
A NOTE ABOUT MARGIN OF ERROR AND ANALYSIS OF SUB-GROUPS
The overall margin of error for the study, at the 95% level of confidence, is between
+/-1.85 percent and +/- 3.08 percent (depending on the distnbution of each question) for
questions answered by all 1,000 respondents. It is important to note that questions
asked of smaller groups of respondents (such as questions that were only asked of
residents who visited the Village) or analysis of sub-groups (such as examining
differences by length of residence or gender) will have a margin of error greater than
+/-3,08 percent, with the exact margin of error dependent on the number of respondents
in each sub-group, BW Research has utilized statistical testing to account forthe margin
of error within sub-groups and highlight statistically significant sub-group differences
throughout this report.
COMPARISONS OVER TIME
Similar to the analysis of sub-groups, BW Research utilized statistical testing to assess
whether the changes evidenced from previous survey years were due to actual changes
in attitudes, perceptions, or behaviors or simply due to chance (i.e., margin of error).
[bw] RESEARCH
PARTNERSHIP A-2
Resident Survey Report
City of Carlsbad
APPENDIX B: SURVEY TOPLINES
Hello, my name is. and I'm calling on behalf of the City of Carlsbad, The City has hired BW
Research, an independent research agency, to conduct a survey concerning issues in your
community and we would like to get your opinions, [IF RESPONDENT INDICATES THEY ARE A
CITY COUNCIL MEMBER OR CITY STAFF- THANK THEM AND LET THEM KNOW THIS SURVEY
IS MEANT FOR CARLSBAD RESIDENTS WHO ARE NOT CURRENTLY WORKING FOR THE
CITY]
(If needed): This should just take a few minutes of your time,
(If needed): I assure you that we are an independent research agency and that all of your responses
will remain strictly confidential.
For statistical reasons, I would like to speak to the youngest adult male currently at home that is at
least 18 years of age, (Or youngest female depending on statistics of previous completed
interviews)
(IF THERE IS NO MALE/FEMALE AT LEAST 18 AVAILABLE, THEN ASK:)
Ok, then I'd like to speak to the youngest adult female/male currently at home that is at least 18 years
of age,
(IF THERE IS NO MALE/FEMALE AT LEAST 18 AVAILABLE, ASK FOR CALLBACK TIME)
(If needed): This is a study about issues of importance in your community - it is a survey only and
we are not selling anything,
(If needed): This survey should only take a few minutes of your time,
(If the individual mentions the national do not call list, respond according to American
Marketing Association guidelines): "Most types of opinion and marketing research studies are
exempt under the law that congress recently passed. That law was passed to regulate the activities
of the telemarketing industry. This is a legitimate research call. Your opinions count!")
[bw] RESEARCH
PARTNERSHIP B-1
Resident Survey Report 3
City of Cadsbad |
SCREENER Before we begin, I want to confirm that you live within our study area. Are you currently a
A resident of the City of Carlsbad?
100,0% Yes [Continue]
0,0% No [Thank and terminate]
SCREENER
B
Are you a Carlsbad City Council member or do you currently work for the City of Carlsbad?
0,0% Yes [Thank and terminate]
100.0% No [Continue]
SCREENER And what is your home zip code?
C (If respondent gives the PO Box zip codes 92013 or 92018, prompt them to give their home
zip code for survey purposes).
29.1% 92008 [Continue]
34,3% 92009 [Continue]
15,4% 92010 [Continue]
21,1% 92011 [Continue]
0,0% Other [Thank and terminate]
0,0% DK/NA [Thank and terminate]
[bw] RESEARCH
PARTNERSHIP B-2
Ql
Resident Survey Report
City of Cadsbad
To begin with, how long have you lived in the City of Carlsbad?
5,1% Less than 1 year
21,9% 1 to 4 years
19,8% 5 to 9 years
20,3% 10 to 14 years
32,9% 15 years or more
0,1% (Don't Read) DK/NA
Generally speaking, are you satisfied or dissatisfied with the job the City of Carlsbad is
Q2 doing to provide city services? (GET ANSWER, THEN ASK:) Would that be very
(satisfied/dissatisfied) or somewhat (satisfied/dissatisfied)?
61,1% Very satisfied
33,3% Somewhat satisfied
1,8% Somewhat dissatisfied
1,0% Very dissatisfied
2,8% (Don't Read) DK/NA
WITH DK/NA FACTORED OUT (n=972)
62,8% Very satisfied
34,3% Somewhat satisfied
1,9% Somewhat dissatisfied
1,0% Very dissatisfied
[bw]p, ESEARCH
PARTNERSHIP B-3
Resident Survey Report
City of Cadsbad
Q3 How would you rate your quality of life in Carlsbad?
63,9% Excellent
34,2% Good
1,0% Fair
0.5% Poor
0.2% Very poor
0,3% (Don't Read) DK/NA
WITH DK/NA FACTORED OUT (n=997)
64,1% Excellent
34,3% Good
1,0% Fair
0,5% Poor
0,2% Very poor
Q4 Overall, do you feel the quality of life in Carlsbad is getting better, getting worse, or staying
about the same?
17,1% Getting better
11,0% Getting worse
68,1 % Staying about the same
3.8% (Don't Read) DK/NA
WITH DK/NA FACTORED OUT (n=962)
17,8% Getting better
11,4% Getting worse
70,8% Staying about the same
[bw] RESEARCH
PARTNERSHIP B-4
Resident Survey Report
City of Cadsbad
Q5
[ASK 05 IF Q3= "POOR" OR "VERY POOR" OR Q4= "GETTING WORSE"]
In your opinion, what is the number one thing that the City of Carlsbad could do to
improve the quality of life within the community? (DO NOT READ - ONE RESPONSE
ONLY)
(n=114)
26,7% Stop building/ stop growth
15,5% Fix the traffic problems
10,7% Increase/ improve police services
5,9% Improve schools
5,0% Improve the quality of the roads and other infrastructure
3,9% Increase recreation opportunities
3,4% More public transportation
3,3% Listen to the residents/ care more about people in the community
2,9% Address the gang problem
2,6% Preserve more open space
2,3% More affordable housing
1,6% More jobs
1,6% Be more business friendly/ provide more shops
0,9% Need new mayor and/ or city council
0,8% Remove the illegal immigrants
0,8% Build desalination plant
0,7% Improve beach access
0,7% Better economic plan/ lower taxes
1.5% Nothing needs improvement
5.3% Other (Specifv: )
4,0% DK/NA
[bw] RESEARCH
PARTNERSHIP B-S
Resident Survey Report
City of Cadsbad
[Q6 ASKED TO ALL RESPONDENTS]
Q6 Now I'd like to ask a couple questions about safety in the city. When you are
say that you feel very safe, somewhat safe, somewhat unsafe, or very unsafe?
. would you
A. Walking alone in your neighborhood
during the day
Very
safe
86,2%
Somewhat
safe
12.4%
Somewhat
unsafe
0,7%
Very
unsafe
0,0%
(Don't
Read)
DK/NA
0,7%
B. Walking alone in your neighborhood after
dark 54,2% 35,8% 4,9% 0,7% 4,4%
QUESTION 6 WITH DK/NA FACTORED OUT
A. Walking alone in your neighborhood
during the day (n=993)
Very
safe
86,9%
Somewhat
safe
12,5%
Somewhat
unsafe
0,7%
Very
unsafe
0,0%
B. Walking alone in your neighborhood after
dark (n=956) 56,7% 37,5% 5,1% 0,7%
Next, please think about the sense of community that you feel living in Carlsbad. Would you
say that you feel a strong sense of community, a weak sense of community, or no sense of
Q7 community at all?
(IF STRONG OR WEAK, THEN ASK:) Would that be very (strong/weak) or somewhat
(strong/weak)?
28,5% Very strong
43,9% Somewhat strong
18,1% Somewhat weak
2,3% Very weak
4,8% None at all
2.4% (Don't Read) DK/NA
[bw] RESEARCH
PARTNERSHIP B-6
Resident Survey Report
City of Cadsbad
Q8
Please tell me whether you agree or disagree with each of the following statements about your
neighborhood.
Here's the (first/next) one: (READ ITEM AND ASK:) Do you strongly agree.
agree, neither agree nor disagree, disagree, or strongly disagree with the statement?
RANDOMIZE
A. 1 can recognize most the people
who live in my neighborhood
strongly
aaree
26,3%
Aaree
48,8%
Neither
agree nor
disagree
6,3%
Disagree
15,5%)
strongly
disagree
2,5%
(Don't
Read)
DK/NA
0,7%
B. Very few of my neighbors know
me 7,6% 27,5% 4,7% 44,9% 14,7% 0,6%
C. 1 have almost no influence over
what my neighbor is like 7,7% 29,4% 11,4% 40,6% 9,1% 1,9%
D. My neighbors and 1 want the
same things from this
community 23,1% 51,8% 12,3% 6,1% 0,6% 6,2%
E. If there is a problem in my
neighborhood, people who live
here can get it solved 17,6% 51,5%) 12,8% 11,2% 1,9% 5,0%
F. It is very important for me to feel
a sense of community with
other residents 27,8%) 51,3% 11,3% 7,6% 0,8% 1,2%)
Q9 Overall, how confident are you in the Carlsbad city government to make decisions that
positively affect the lives of its community members?
17,4%) Very confident
66,1%) Somewhat confident
10,3%) Somewhat unconfident
2,5%) Very unconfident
3,7% (Don't Read) DK/NA
[bw] I ESEARCH
PARTNERSHIP B-7
Resident Survey Report
City of Cadsbad
Q10
Now I'm going to read a list of services provided by the City of Carlsbad. For each one, please
tell me how satisfied you are with the job the City of Carlsbad is doing to provide each service to
residents.
Would you say you are satisfied, dissatisfied or neither satisfied nor dissatisfied with the city's
efforts to: ? (GET ANSWER AND THEN ASK:) Would that be very
(satisfied/dissatisfied) or somewhat (satisfied/dissatisfied)?
A. Repair and maintain
local streets and roads
Very
satisfied
45,4%
Somewhat
satisfied
41,6%)
Neither
sat nor
dissat
3,0%
Somewhat
dissatisfied
6,6%
Very
dissatisfied
3,0%
(Don't
Read)
DK/NA
0,5%
B. Manage traffic
congestion on city
streets 32,7% 44,0% 6,1% 10,1% 6,1% 1,0%
C. Manage residential
growth and
development 27,1% 41,1% 9,8% 10,9%) 6,3% 4,8%
D. Maintain the business
climate in Carlsbad 38,0% 38,6% 8,9% 4,8% 2,1% 7,5%
E. Provide fire protection
and emergency
medical services 70,9% 19,2% 4,5% 1,1% 0,3% 4,0%
F. Provide law enforcement
services 64,2% 26,0% 2,7% 2,9% 2,9% 1,4%
G. Provide local arts and
cultural opportunities 48,5% 34,6%, 7,0% 4,1% 0.8% 5,0%
H. Provide library services 74,4% 18,4% 3,2% 0,9% 0,2% 2,8%,
1. Provide water services 58,9% 29,9% 3,5% 3,3% 1,0% 3,4%
J. Provide sewer services 57,9% 28,6% 6,4% 1,4% 0,6% 5,0%
K. Maintain city parks 64,8% 28,2% 2,5% 1,7% 0,3% 2,4%
L. Provide recreation
programs 51,1% 28,7% 8,1% 2,9% 0,8% 8,5%
M. Provide trails and
walking paths 56,8% 27,6% 5,3% 4,4% 1,6% 4,5%
N. Protect water quality in
the city's creeks,
lagoons, and ocean 40,5% 36,0% 8,9% 4,7% 3,2% 6,7%
0. Trash collection services 66,8% 25,1%) 2,5% 2,7% 1,6% 1.3%
P. Street sweeping services 50,3% 31,8% 8,1% 3,6% 2,1% 4,0%
Q. Hazardous waste
disposal 34,7% 27,9% 13,6% 7,3% 3,0% 13,5%
R. Recycling collection
services 54,9%) 27,6% 3,9% 8,0% 4,2%) 1,3%
S. Protect and enhance
open space and the
natural environment 41,2%, 35,9% 7,2% 8,4% 4,7% 2,6%
[bw] RESEARCH
PARTNERSHIP B-8 /
4)t>
Resident Survey Report
City of Cadsbad
QIO WITH DK/NA FACTORED OUT
A. Repair and maintain local streets and
Very
satisfied
Somewhat
satisfied
Neither
sat nor
dissat
Somewhat
dissatisfied
Very
dissatisfied
roads (n=995) 45,6% 41,8% 3,0% 6,6% 3,0%
B. Manage traffic congestion on city streets
(n=990) 33,0% 44,4% 6,2% 10,2% 6,2%
C. Manage residential growth and
development (n=952) 28,5% 43,2% 10,3% 11,4% 6,6%
D. Maintain the business climate in
Carlsbad (n=925) 41,1% 41,8% 9,6% 5,2% 2,3%
E. Provide fire protection and emergency
medical services (n=960) 73,8% 20,0% 4,7% 1,2% 0,3%
F. Provide law enforcement services
(n=986) 65,1% 26,4% 2,7% 2,9% 2,9%
G. Provide local arts and cultural
opportunities (n=950) 51,1% 36,5% 7,3% 4,3% 0,8%
H. Provide library services (n=972) 76,6% 18,9% 3,3% 1,0% 0,2%
1. Provide water services (n=966) 60,9% 30,9% 3,6% 3,5% 1,1%
J. Provide sewer services (n=950) 61,0% 30,1% 6,7% 1,5% 0,7%
K. Maintain city parks (n=976) 66,5% 28,9% 2,5% 1,7% 0,4%
L. Provide recreation programs (n=915) 55,8% 31,3% 8,8% 3,2% 0,9%
M. Provide trails and walking paths (955) 59,4% 28,8% 5,5% 4,6% 1,7%
N. Protect water quality in the city's creeks,
lagoons, and ocean (n=933) 43,4% 38,6% 9,5% 5,1% 3,5%
0. Trash collection services (n=987) 67,7% 25.5% 2,5% 2,7% 1,6%
P. Street sweeping services (n=960) 52,4% 33,1% 8,5% 3,8% 2,2%
Q. Hazardous waste disposal (n=865) 40,1% 32,2% 15,8% 8,4% 3,5%
R. Recycling collection services (n=987) 55,7% 28,0% 3,9% 8,2% 4,3%
S. Protect and enhance open space and
the natural environment (n=974) 42,3% 36,9% 7,4% 8,6% 4,9%
[bw] I ESEARCH
PARTNERSHIP B-9
Resident Survey Report
City of Cadsbad
Switching gears a bit, now I would like to get your opinions about city-resident communication,
Q11 Are you satisfied or dissatisfied with the city's efforts to provide information to residents through
its website, newsletters, water bill inserts and related sources of infornnation? (GET ANSWER,
THEN ASK:) Would that be very (satisfied/dissatisfied) or somewhat (satisfied/dissatisfied)?
48,3%) Very satisfied
39,1 %) Somewhat satisfied
5,3%) Somewhat dissatisfied
1,7%) Very dissatisfied
5,7% (Don't Read) DK/NA
WITH DK/NA FACTORED OUT (n=943)
51,2%) Very satisfied
41,4%) Somewhat satisfied
5,6%) Somewhat dissatisfied
1,8%) Very dissatisfied
[bw]^, ESEARCH
PARTNERSHIP B-10
%1
Resident Survey Report
City of Carlsbad
Q12 How often are you using the following sources of information when you want to find out about
city issues, programs, and services?
Regularly Sometimes Seldom Never
(Don't
Read)
DK/NA
A. The City of Carlsbad website 18,9% 30,3% 22,2% 28,1% 0,5%
B. The North County Times or
www.nctimes.com 24,2% 21,0% 16,8% 37,7% 0,3%
C. The San Diego Union-Tribune or
www.signonsandiegccom 23,4% 22,8% 14,7% 38,7% 0,3%
D. The community services and
recreation guide 23,4% 28,6% 20,7% 25,6% 1,7%
E. Social media websites such as
Facebook, Twitter, or YouTube 13.0% 12,3% 14,1% 59,9% 0,7%
F. Carlsbad Currents newsletter 20,9% 20,8% 18,3% 36,5% 3,4%
G. Flyers that come in your water bill 29,8% 22,1% 16,5% 26,5% 5,0%
H. Flyers at city buildings like the library,
senior center, or community centers 14,1% 24,8% 24,6% 36,0% 0,5%
i. City cable channel 6,0% 14,4% 18,7% 58,6% 2,2%
J. Television news 34,8% 27,0% 14,9% 22,1% 1,2%
Q13 Have you communicated directly with the City of Carlsbad staff on issues related to city
business in the past 12 months?
21,2% Yes
78,1% No
0,7%) (Don't Read) DK/NA
[bw] I ESEARCH
PARTNERSHIP B-11
Resident Survey Report
City of Cadsbad
[ ASK Q14 IF Q13 = "YES", OTHERWISE SKIP TO 015]
Q14 How did you communicate with staff on the issues related to city business?
[ALLOW MULTIPLE RESPONSES]
(n=212)
59,8%) Telephone
35,3%) In-person
24,0% Email
4,4% Written letter
4,4%) Completing a web form
1,1% (Don't Read) DK/NA
Q15 What TV service, including cable TV, does your home subscribe to?
57,3% Time Warner
22,3% AT&T U-Verse
6,5%) Direct TV
5,4% Dish Network
1,1% Cox
5,5% None
0,6% Other
1,2% DK/NA
[bw]^, ESEARCH
PARTNERSHIP B-12
Resident Survey Report
City of Cadsbad
Q16 How often do you or members of your household watch the city's cable channel that broadcasts
city council meetings and other programming specific to the City of Carlsbad?
3,6%) Regularly
11,6%) Sometimes
21,8% Seldom
62,5% Never
0,5% DK/NA
"Percentages below represent viewership for subscribers of Time Warner and AT&T (n=797)*
4,5%) Regularly
12,8%) Sometimes
24,5%) Seldom
58,0% Never
0,2% DK/NA
Q17
Next I would like you to think about the water in Carlsbad's creeks, lagoons, and the ocean.
Have you seen or heard anything during the past year about how residents can prevent the
pollution of our creeks, lagoons, and ocean?
63,8% Yes [GO TO 018]
34,5% No [SKIP TO Q20]
1,7% (Don't Read) DK/NA [SKIP TO Q20]
WITH DK/NA FACTORED OUT (n=983)
64,9% Yes
35,1% No
[IF Q17 = "NO" OR "DK/NA" SKIP TO Q20, OTHERWISE ASK Q18 THROUGH Q19]
[bw] RESEARCH
PARTNERSHIP B-13
Resident Survey Report
City of Cadsbad
Q18 Where do you recall seeing or hearing about ways to prevent pollution?
(Don't read list. Multiple Response)
(n=638)
28,6% TV
18,5% Newspaper
15,8% Newsletters
13,4% Curb signs
10,5% Brochures
9,6% Water/ utility bill
8,6% Website
7,0% Radio
5,6% Family/friends/other word of mouth
3,4%) Public events/ booth
3,4% Signs near lagoons/ beach/ trails
2,2% School
2,1% Flyer
1,5% Posters
1,0% Internet
1,0% Movie theaters
0,9% City building or library
0,9% Lagoon Foundation/ Lagoon Center
0,9% Common sense/ It's all over the place
0,6% Church
0,5% Surfrider Foundation
5,5% Other (Specifv: )
10,3% DK/NA
[bw]^, ESEARCH
PARTNERSHIP B-14
Resident Survey Report
City of Cadsbad
Q19
Given what you have seen or heard, what have you done, if anything, to reduce the amount of
pollution in our creeks, lagoons, and oceans?
[DO NOT READ - ALLOW MULTIPLE RESPONSES]
(n=638)
22,2% Properly disposed of hazardous waste
16,3% Used a commercial car wash
14,2% Recycled
12,6% Used environmentally friendly soaps, pesticides, etc.
10,9% Cleaned up trash at parks and beaches/ on the street
7,7% Careful of what goes down sewer/ no longer dump down storm drain
6,5% Reduced water usage/ used water more efficiently
5,2% Don't litter
4,2%) Cleaned up animal waste
3,3% Reduced run-off/ erosion control
2,8% 1 do everything 1 can/1 don't pollute
1,1% Stopped washing driveway
0,7% Reduce trash/ plastics
0,6% Used different/ less pesticides
0,4% Fixed leaks
0,4%) Changed landscaping
0,3% Composting
0,3% Taught others/ reported violators
0,2% Don't wash cars as much/ don't wash in driveway
5,7% Other
20,8% Have not done anything
3,9% DK/NA
[bw] RESEARCH
PARTNERSHIP B-15
^7.
Resident Survey Report
City of Carlsbad
Q20
[Q20 ASKED TO ALL RESPONDENTS]
Next I am going to ask you a few questions about Carlsbad Village, also referred to as
downtown Carlsbad in the northwestern part of the city.
How often do you visit Carlsbad's downtown village, in a typical month? [WAIT FOR
RESPONSE, IF THEY SAY DO NOT KNOW, GIVE THREE CATEGORIES SHOWN IN
OPTION 1,2 AND 3]
50,8%) Regularly, once a week or more
27,9%) Sometimes, once a month or more
15,1%) Seldom, less than once a month
5,9% Never [SKIP TO QA]
0,3% (Don't Read) DK/NA [SKIP TO QA]
[IF Q20= "NEVER" OR "DK/NA" SKIP TO QA, OTHERWISE ASK Q21]
[bw] RESEARCH
PARTNERSHIP B-16
^3
Resident Survey Report
City of Carlsbad
Q21 How would you rate your experience while visiting Carlsbad's downtown village?
(n=938)
43,1% Excellent
47,0% Good
8,2% Fair
0,7% Poor
0,5% Very poor
0,4% DK/NA
WITH DK/NA FACTORED OUT (n=934)
43,3% Excellent
47,2% Good
8,3% Fair
0,7% Poor
0,5% Very poor
To wrap things up, 1 just have a few background
questions for comparison purposes only.
QA Do you own or rent the unit in which you live?
22,4% Rent
75,0%) Own
2,6%) (Don't Read) Refused
[bw]p, ESEARCH
PARTNERSHIP B-17
ad
Resident Survey Report
City of Cadsbad
QB Which of the following best describes your current home?
69,2%) Single family detached home
9.9% Apartment
18,5%) Condominium or Town Home
1,6%) Mobile home
0,9%, (Don't Read) Refused
QC Please tell me how many children under 18 live in your house.
57,5%) No children
15,5% 1 child
18,9% 2 children
7,0%) 3 or more children
1,1%) Refused
[bw] RESEARCH
PARTNERSHIP B-18
Cj4
Resident Survey Report
City of Cadsbad
QD In what year were you born? 19
(Receded into age)
11,0% 18 to 24 years
12,2% 25 to 34 years
16,3% 35 to 44 years
21,5% 45 to 54 years
17,4% 55 to 64 years
19,1% 65 years or older
2,5% Refused
[bw] RESEARCH
PARTNERSHIP B-19
Resident Survey Report
City of Cadsbad
QE What neighborhood do you live in within Carlsbad?
[DO NOT READ, RECORD FIRST RESPONSE]
13,2% La Costa / La Costa Canyon
6,6% Aviara
6,6% Olde Carlsbad
6,6% Calavera Hills
6,3% Village or Downtown Carlsbad
4,7% Rancho Carrillo
2.1% Poinsettia
2,0% Tamarack Point
1,9% La Costa Greens
1,4% Rancho Carlsbad or Sunny Creek
1,3% Bressi Ranch
0,9% La Costa Ridge
0.8% La Costa Oaks
0,4% Terramar
0,4% Barrio
0,4% Kelly Ranch
0,2% Carlsbad Ranch
0,2% North Beach
0,2% Hedionda Point
0,1% Industrial Corridor/City Centre
0,1% Rancho La Costa
0,1% South Beach
5,5%) None, 1 just live in Carlsbad
26,9% Other
11,4% DK/NA
[bw] ^, ESEARCH
PARTNERSHIP B-20
'\1
Resident Survey Report
City of Cadsbad
QE Breakdown of respondents' neighborhood identification
69,0%) Identified with a Carlsbad neighborhood
19,0%) Did not identify with a neighborhood
12,0% Identified with an HOA
[IF QE= "NONE, I JUST LIVE IN CARLSBAD," "OTHER," OR "DK/NA" ASK QF THRU QL,
OTHERWISE SKIP TO QM]
[ASK QF IF ZIPCODE IS 92008 OR 92010 AND ANWSERED "NONE, I JUST LIVE IN
CARLSBAD," "OTHER," OR "DK/NA" FOR QE]
QF Do you live North or South of Carlsbad Village Drive?
(n=219)
26,2% North
70,1% South
3,6%) (Don't Read) Refused
[bw] RESEARCH
PARTNERSHIP B-21
Resident Survey Report
City of Cadsbad
[ASK QF IF ZIPCODE IS 92008 OR 92010 AND ANWSERED "NONE, I JUST LIVE IN
CARLSBAD," "OTHER," OR "DK/NA" FOR QE]
QG Do you live North or South of Tamarack Avenue?
(n=219)
53,8% North
40,8% South
5,3%) (Don't Read) Refused
[ASK QF IF ZIPCODE IS 92010 AND ANWSERED "NONE, I JUST LIVE IN CARLSBAD,"
"OTHER," OR "DK/NA" FOR QE]
QH Do you live East or West of College Boulevard?
(n=68)
19,3% East
77,8% West
3,0%) (Don't Read) Refused
[bw] RESEARCH
PARTNERSHIP B-22
Resident Survey Report
City of Carlsbad
[ASK QF IF ZIPCODE IS 92008 or 92011 AND ANWSERED "NONE, I JUST LIVE IN
CARLSBAD," "OTHER," OR "DK/NA" FOR QE]
Ql Do you live East or West of Interstate 5?
(n=270)
73,9% East
22,5% West
3,6%) (Don't Read) Refused
[ASK QF IF ZIPCODE IS 92009 or 92011 AND ANWSERED "NONE, I JUST LIVE IN
CARLSBAD," "OTHER," OR "DK/NA" FOR QE]
QJ Do you live North or South of Poinsettia Lane?
(n=238)
26,7% North
66,9% South
6,4%) (Don't Read) Refused
[bw] RESEARCH
PARTNERSHIP B-23
QK
QL
Resident Survey Report
City of Cadsbad
[ASK QF IF ZIPCODE IS 92009 AND ANWSERED "NONE, I JUST LIVE IN CARLSBAD,"
"OTHER," OR "DK/NA" FOR QE]
Do you live North or South of La Costa Avenue?
(n=119)
50,1% North
39,9% South
10,0%) (Don't Read) Refused
[ASK QF IF ZIPCODE IS 92009 AND ANWSERED "NONE, I JUST LIVE IN CARLSBAD,'
"OTHER," OR "DK/NA" FOR QE]
Do you live North or South of Olivenhain Road?
(n=119)
66,1% North
12,3% South
21,7%) (Don't Read) Refused
[bw] I ESEARCH
PARTNERSHIP B-24
\6\
Resident Survey Report
City of Cadsbad
Neighborhood breakdown with data added from QF through QL responses and HOAs included
13,2% La Costa / La Costa Canyon
10,8% Olde Carlsbad
7,7%) Calavera Hills
7,3% Village or Downtown Carlsbad
6,6% Aviara
4,7% Rancho Carrillo
4,5% Calavera Hills/ Tamarack Point
4,5% Olde Carlsbad/ Hedionda Point
4,1% Poinsettia
2,7% Rancho La Costa/ La Costa Ridge
2,6% Poinsettia/Aviara
2,4% Rancho La Costa/ La Costa Oaks
2,0% Tamarack Point
1,9% La Costa Greens
1,4% Rancho Carlsbad or Sunny Creek
1,3% Bressi Ranch
1,1% South Beach
1,0% North Beach/ Barrio
0,9% La Costa Ridge
0,8% La Costa Oaks
0,8% North Beach
0,7% Bressi Ranch/ Rancho Carrillo/ La Costa Greens
0,4% Terramar
0.4% Barrio
0,4% Kelly Ranch
0,2% Carlsbad Ranch
0.2%) Hedionda Point
0,1% Industrial Corridor/City Centre
0,1% Rancho La Costa
12,0%) HOA
0,6% None, 1 just live in Carlsbad
1,5% Other
1,3% DK/NA
[bw] RESEARCH
PARTNERSHIP B-25
Resident Survey Report
City of Cadsbad
QM What ethnic group do you consider yourself a part of or feel closest to?
(IF HESITATE, READ):
72,1% White or Caucasian
12,3% Hispanic or Latino
6,2% Asian
0,7% African American or Black
1,6% Other
7,2% (Don't Read) DK/NA
Those are all of the questions 1 have for you.
Thank you very much for participating!
QN Gender (Recorded from voice, not asked):
47,7% Male
52,3%) Female
[bw] RESEARCH
PARTNERSHIP B-26