HomeMy WebLinkAbout2017-02-14; City Council; ; 2016 Resident Public Opinion SurveyCA Review d
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CITY COUNCIL
4;'13 Staff Report
44/Focke
Meeting Date:February 14, 2017
To:Mayor and City Council 4\7From:Kevin Crawford, City Manager
Staff Contact:Jason Haber, Assistant to the City Manager
Jason.haber@carlsbadca.gov or 760-434-2958
Subject:2016 Resident Public Opinion Survey
Recommended Action
Receive a report on the results of the 2016 Resident Public Opinion Survey.
Executive Summary
The City of Carlsbad prides itself on providing cost-effective, high-quality services to residents. The city's
annual public opinion survey serves as one of the methods by which city performance is measured.In
collaboration with BW Research Partnership, the team is proud to submit for City Council review and
acceptance the 2016 Resident Public Opinion Survey.
Discussion
To gauge residents' satisfaction with city services, the city contracted with BW Research Partnership to
conduct a telephone and online survey of 1,000 Carlsbad residents. BW Research Partnership conducted
the survey between November 14 and December 2, 2016. The survey methodology ensures a
statistically valid representative sample of Carlsbad residents.
The report reflects the city's commitment to high-quality services that support an excellent quality of life
for the community.
Fiscal Analysis
None.
Next Steps
The city will continue to measure performance throughout the year to advance the practices of
continuous improvement and accountability as key parts of the organization's culture.
Environmental Evaluation (CEQA)
The proposed action does not qualify as a "project" under the California Environmental Quality Act
(CEQA) per State CEQA Guidelines Section 15378,as it does not result in a direct or reasonably
foreseeable indirect physical change in the environment.
Public Notification
None.
Exhibits
1.2016 Resident Survey Report
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RESEARCH
PARTNERSHIP
Resident Survey Report 2016
City of Carlsbad
TABLE OF CONTENTS
Table of Contents
List of Figures ii
List of Tables iii
Executive Summary 8
Key Findings 8
What we Learned 10
Resident Satisfaction with the City of Carlsbad 11
Overall Satisfaction 11
Importance and Satisfaction with Specific Services 14
Confidence in City Government 21
City-Resident Communication 23
Quality of Life 24
Overall Quality of Life 24
Quality of Life Direction 26
Areas to Improve Quality of Life 27
Safety in Carlsbad 28
Energy Efficiency Investments and Mobility Choices in Carlsbad 33
Carlsbad Library 35
Frequency of Visit 35
Carlsbad Library Experience 36
Resident Demographics 38
Appendix A: Methodology 1
Appendix B:Survey Toplines 1
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LIST OF FIGURES
Figure 1: Satisfaction with City Services, 2012-2016 11
Figure 2: Satisfaction with City Services—Comparison to Other Cities 13
Figure 3. Importance of Specific Services 14
Figure 4. Satisfaction with Specific Services 15
Figure 5. Satisfaction --Importance Matrix, City Services 16
Figure 6. Satisfaction with Specific Services: High Satisfaction, 2012-2016 19
Figure 7. Satisfaction with Specific Services: Lower Satisfaction, 2012-2016 20
Figure 8. Confidence in Carlsbad City Government, 2012-2016 21
Figure 9. Satisfaction with Information Provision, 2012-2016 23
Figure 10. Quality of Life, 2012-2016 24
Figure 11. Quality of Life, Comparison to Other Cities 25
Figure 12. Quality of Life Direction, 2012-2016 26
Figure 13. Number One Way to Improve Quality of Life 27
Figure 14. Daytime Safety in Carlsbad, 2012-2016 28
Figure 15. Nighttime Safety in Carlsbad, 2012-2016 29
Figure 16. Daytime Safety in Carlsbad, Comparison to Other Cities 31
Figure 17. Nighttime Safety in Carlsbad, Comparison to Other Cities 32
Figure 18: Energy Efficiency Investments 33
Figure 19: Residents' Mobility Choices 34
Figure 20. City of Carlsbad Library Frequency of Visit 35
Figure 21. Carlsbad Library Experience Rating, 2012-2016 36
Figure 22: Residents' awareness of the Renovation at Cole & Dove libraries 37
Figure 23: Library renovation effect on Residents' visits 37
Figure 24. Zip Code 38
Figure 25: Length of Residence 38
Figure 26. Owners vs. Renters 39
Figure 27. Housing Type 39
Figure 28. Residents with Children under 18 40
Figure 29. Age 40
Figure 30. Ethnicity 41
Figure 31. Income 41
Figure 32. Gender 42
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LIST OF TABLES
Table 1:Overview of Project Methodology 1
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Resident Survey Report 2016
City of Carlsbad
EXECUTIVE SUMMARY
In November 2016, the City of Carlsbad partnered with BW Research Partnership, Inc., to
conduct a public opinion survey of Carlsbad residents. The purpose of this resident survey is to
provide an unbiased assessment of resident perceptions that are statistically representative of
Carlsbad's adult population, by age, gender and by area (zip code) within the city. Questions
that are identical to survey results from the last five to nine years are compared to identify
trends and significant changes.
The main research objectives of the 2016 City of Carlsbad resident survey are as follows:
o Determine the level of satisfaction with city services.; Specially services residents
consider to be the most important
o Learn about residents' perceptions of city government issues and various quality of life
indicators
o Explore specific topics having to do with recent or upcoming significant city projects and
initiatives. For the 2016 survey, these included the recent library renovations and
upcoming programs to promote the reduction of greenhouse gas emissions.
The city gathers input from residents throughout the year on a wide variety of topics. The data
from the annual survey is different.This input is collected utilizing a methodology that allows
the city to generalize the findings to Carlsbad's entire adult population with minimal margin of
error (about 3 percent), A scientific survey is an important tool because it is the only way city
decision makers can consider the views of all.residents, not just those who attend public
meetings or are otherwise involved in city issues.
The citywide survey averaged 19.5 minutes in length and was administered by telephone (both
landline and mobile) and an online survey from November 14 through December 2, 2016. A
statistically representative sample of 1,000 Carlsbad residents over the age of 18 completed the
survey, resulting in a margin of error +/-3.08% (at the 95% level of confidence) for questions
answered by all 1,000 respondents. It should be noted that this is the first year, the resident
survey included an email recruited online survey to supplement the telephone survey. The
online component was done to account for the diminishing participation rates for mobile and
landline telephone surveys.
KEY FINDINGS
Overall Satisfaction with the City of Carlsbad
The overwhelming majority of Carlsbad residents are satisfied with the city's overall provision of
services; almost 9 in 10 (88.4%) residents are satisfied (very or somewhat) and about 50% are
very satisfied. This level of satisfaction has remained very high, regardless of outside influences
such as the economy, natural disasters and community controversies. Although overall
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satisfaction remains high, those indicating they are "very" satisfied has decreased in the past
two years, from a high of 65% in 2014 to 49% in 2016.
Confidence in City Government
Three out of four (74.4%) residents indicated they had confidence in Carlsbad city government
to positively impact the lives of its community members. These confidence levels have
decreased the last two years, from a high of 84% in 2014. The percentage of people who are
"very" confident decreased from 34% in 2014 to 25%in 2016.
Quality of Life
Carlsbad residents are consistently pleased with their quality of life. Nearly all (96.8%) adult
residents rated their quality of life positively (excellent or good). This is consistent with previous
years; positive quality of life ratings have remained above 95% since 2010. When asked for the
number one way to improve quality of life, reducing growth, development and traffic were the
most common responses.
Assessment of Specific City Services
Participants were asked about the importance of and their satisfaction with 14 specific
municipal services.This analysis provides a valuable barometer of the issues that are more
likely to drive resident satisfaction and dissatisfaction. That's because if people are less satisfied
with the issues most important to them, they are more likely to have a lower overall satisfaction
with the city and perceived quality of life.
Overall levels of satisfaction with specific city services remain high and are fairly consistent with
previous years. The top three were the provision of fire protection and emergency medical
services, police services, and library services.
When considering the level of satisfaction compared to importance, repair and maintenance of
roads, management of traffic congestion, maintaining a healthy business climate, and efforts to
promote environmental sustainability are services where the level of importance was the
highest and the level of satisfaction lower than most of the other services that were examined.
Sense of Safety in Carlsbad
Over 9 in 10 residents feel safe walking alone in their neighborhoods during the day (98%) and
just under 9 in 10 feel the same after dark (88.4%). The number of residents who feel safe
walking alone during the day has remained fairly steady since 2012. These results are consistent
with resident satisfaction with fire protection and emergency services (88.2%) and local police
and law enforcement services (87%). There was a decline in perceived safety when walking
alone after dark. The percentage of respondents who indicated they feel very safe has gone
from 59% (average 2012-2015) to 52% (2016), with a corresponding increase in the proportion
of who responded they felt somewhat unsafe from 5% (average 2012-2015) to 8% (2016).
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Resident Survey Report 2016
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Women, those who identified as Hispanic or Latino(a) or residents of 92008, were more likely to
indicate they felt unsafe, than respondents from other demographic groups.
WHAT WE LEARNED
The 2016 Carlsbad resident survey came amid increased development activity, major road
construction projects, the controversy surrounding Measure A, and right after an emotionally
charged national election. These conditions provide some context for a few big picture themes,
including:
1.Although Carlsbad continues to earn high marks,: there has been an overall decrease in
ratings ofabout 5% when compared to 2012 -2015.
Almost nine out of ten residents (88.4%) indicated they were satisfied with the overall job the
City of Carlsbad is doing to provide services. The overall level of satisfaction with the city,
combined with an even higher rating for the quality of life in the community (96% excellent or
good) and the belief that more residents believe the quality of life is getting better (26%) than
getting worse (19%) points to generally high levels ofsatisfaction for the primary metrics within
the resident survey. Although these ratings are considered high, they along with other key
indicators are lower than the average ratings of 2012-2015.
2.Demographics differences are emerging in how residents perceive their city
When satisfaction and overall positive ratings for a community or a region are above 90 percent
it not only means that most residents are satisfied, it means that there are unlikely big
differences between demographic groups. This was largely the case in Carlsbad in 2014 for most
of the key metrics, it is less true in 2016. The best examples of attitudinal differences between
demographic groups in Carlsbad can be found in responses to the question regarding overall
confidence in Carlsbad city government (0.7). Age, gender and geography within the city
provided sizeable differences in the levels of confidence in city leaders to make decisions that
positively affect their lives.
•Age & Gender: 90% of males between the age of 18 and 24 indicated they were
confident (either very or somewhat), while only 67%of women between the age of 45
and 54 said they were confident.
•Geography within Carlsbad: Respondents who live in Northern Carlsbad (92008 or
92010) were almost twice as likely to lack confidence (27% and 36%) compared to
respondents who reside in Southern Carlsbad (92011: 15% or 92009: 17%).
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Resident Survey Report 2016
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•
RESIDENT SATISFACTION WITH THE CITY OF CARLSBAD
OVERALL SATISFACTION
Although nearly nine in 10 Carlsbad residents are satisfied with city services, the level of
satisfaction is five percentage points (5.2%) lower compared to the average satisfaction from
2012 through 2015 (93.6%).
"Generally speaking, are you satisfied or dissatisfied with the job the City of Carlsbad is doing to
provide services?"
Figure 1: Satisfaction with City Services, 2012-2016
80%
60%-
40%-
20%-
00/0 11 re II 1—r_11111
Somewhat Somewhat VeryVery satisfied DK/NAsatisfieddissatisfieddissatisfied
2012 63.5%*30.0%*2.4%*1.3%*2.8%
H 2013 62.5%w 31.7%*2.0%Yu 1.5%2.4%
I 2014 64.8%u 30.6%1.7%'"1.1%*1.8%**
2015 59.5%"31.8%4 3.7%ci 1.6%3.30/0 €
1.2016149.3%°"°39.10/0"nd 5.60/0 "a 2.6%Ca 3.30/0 €
°Statistically Significant change from 2015 (p<.05)#Statistically significant change from 2013
Statistically significant change from 2014 a Statistically significant change from 2012
#Statistically significant change from 2016
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This report includes tables, such as the one below, when the response of a specific sub group is
significantly different than respondents as a whole.
More or less likely to be "very" satisfied with city services, compared to 49 56 overall.
41)
Live in 92009 (55%)Live in 92010 (44%)
65 and older (60%)Between 35'prid 44 years (45%)
Note: The sign "(D" indicates more likely and "0"indicates less likely.
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Overall Satisfaction -Comparison to Other Cities
The figure below shows a range of satisfaction scores reported by cities throughout California
from comparable studies within the past six years. The similarity of study methodology across
these assessments allows relevant comparison of Carlsbad resident satisfaction to other small,
mid-sized, and large cities in California.
Satisfaction in the City of Carlsbad is higher than large and mid-sized cities in Contra Costa, San
Diego, San Mateo, Marin, Fresno, Alameda, and Los Angeles Counties, but one to eight
percentage points lower than small to mid-sized cities in Orange County and Contra Costa.
Figure 2: Satisfaction with City Services -Comparison to Other Cities1
II0Mid-Sized City, Orange County
Small City, Orange County ..Mala
Mid-Sized City, Orange County 9.20/0
Small City, Contra Costa County 89%
City of Carlsbad, San Diego County 88%
--—.-•--
Mid-Sized City, San Diego County a-1la !-----
Mid-Sized City, San Mateo County
-—-'1061
Mid-Sized City, Mahn County 84%
Mid-Sized City, Mahn County 79%
Mid-Sized City, Contra Costa County 78%
Large City, Fresno County 73%
Mid-Sized City, Alameda County 70%
Mid-Sized City, Los Angeles County
1
62%
0%20%40%60%80%100%
•
'small cities are have a total population of up to 50,000; mid-sized cities fall between 50,001 and 150,000; large cities
have a population of 150,001 or more.
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IMPORTANCE OF SPECIFIC SERVICES
Figure 3. Importance of Specific Services
Fire protection and )1MEEZ3M 15.3%1emergency medical services
Repair and maintain local
streets 69.7 %29.4%
Provide local police arceill =1111 20„40/9
Manage traffic congestion 67.70/0 29.6%0 a.
Healthy business climate 54.50/0 3910%
Be able to get around on foot 46.0%45.6%_
Provide parks at a 40.5%51.0%Raiconvenient location
Support environmental 55.6°/a 35.7%$0444sustalnability
Provide trails and paths 41.6%48.1%10:440
Provide recreation programs 49.40/0 40.2°kfor kids
•
Provide library services 46.1%42.6%nalik
Be able to get around by 35.3%46.5%:010*;bicycle
Provide Arts and cultural 26.8%53.8%7 USW—programs
Provide recreation programs 20.3%51.50/0 .20741for adults
0%20%40%60%80%100%
•Extremely important Important •Not too important DK/NA
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SATISFACTION WITH SPECIFIC SERVICES
Figure 4. Satisfaction with Specific Services2
Fire protection and emergency medical services 70.1%23.7%7:I n=940
Provide local police 59.4%31.0%*:I n=962
Provide library services 64.3%25.2%::-.4I n =947
_.
Provide parks at a convenient location 45.5%37.2%7 I n =97n
Provide trails and paths 34.5°/o 44.79/0 ailit*I._.n =947
Provide recreation programs for kids 4.5.20/0 32.4%Ma I n =831
Healthy business climate in 42.8%Wil/I n=902
Be able to get around on foot 32.9%42.1%itielle I n=962
Repair and maintain local streets 30.6°/o 43.4%•PA)•n=991
Provide arts and cultural programs 30.2%43.5%al I n=889
Support environmental sustainability 25.4%41.0%7101/0.7-i II n=904
Be able to get around by bicycle 26.2°/u 39.6%SSP II n=885
Provide recreation programs for adults 25.2°/a 40.4%LVIIMM I n=789
Manage traffic congestion
E
38.5%lnl Sa n=874
I
O%20%40%60%80%100%
•Very Satisfied Somewhat Satisfied •Neither Satisfied Nor Dissatisfied
a Somewhat Dissatisfied •Very Dissatisfied
2 Satisfaction analyses in this figure are displayed with "DK/ NA" and "No experience" factored out and the resulting n
in parentheses.
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Comparing Satisfaction to Importance
The following chart depicts each service by its corresponding satisfaction and importance
scores.The results of this analysis show that traffic congestion, environmental sustainability,
repair and maintenance ofstreets & roads, support of healthy business climate, and provision of
safe and convenient ways to get around on foot are the areas considered very important (>91%)
with satisfaction levels below 80%.
Figure 5. Satisfaction —Importance Matrix. City Services'
99%
970/a
CU
c‘a 95%
10
0
410
4a
0.
E 93%
1-1
41)
91%(7)
(6)
89%
50%55%60%65%70%75%80%
Satisfaction
Legend:
(1) Repair and maintain local streets
(2) Traffic congestion on city streets
(3) Healthy business climate in Carlsbad
(4) Environmental sustainability
(5) Safe and convenient ways to get around on foot
(6) Trails and paths for hiking and running
(7) Recreation programs for kids
9 Importance and Satisfaction percentages are displayed with "DK/ NA" and "No experience" factored out.
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Importance of specific city services
Repair and maintain local streets & roads as "Extremely Important" (69.7% overall)
65 years and older (74%)18 to 24 years old (61%)
Management of traffic congestion as "Extremely Important" (67.7% overall)
Lived in Carlsbadfor 10 to 14 years (73%) and 15 Lived in Carlsbadfor5 —9 years (61%)
years and more (73%)
65 years and older (74%)35 to 44 years old (61%)
Healthy business climate as "Extremely Important" (54.5% overall)
45 to 54 years old (60%)55 to 64 years old (49%)
Parks that offer what you want m a convenient location as "Extremely Important" (40.5% overall)
35 to 44 years old (50%)18 to 34 years old (32%)
Arts and Cultural Programs as 'Extremely Important" (26.8%)
Lived in Carlsbadfor 15 or more years ono Lived in Carlsbadfor 1 to 4 years (23%)
Renters (33%)Homeowners (24%)
18 to 24 years old (45%)45 to 54 years old (17%)
library Services as "Extremely Important" (46.1%)
18-24 years old (51%)Residents 45 to 54 years old (37%)
25-34 years old (51%)
35 to 44 years old (51%)
Recreation Programs for Kids as "Extremely Important" (49.4%)
18 to 24 years old (59%)55 to 64 years old (42%)
25 to 34 years old (59%)
Trails and pathsforhiking and running as "Extremely Important" (41.6%)
Live in 92009 (43%)Live in 92010 (33%)
25 to 34 years old (50%)65 years and older (34%)
35 to 44 years old (49%)
Police and law enforcement services as "Extremely Important" (77.1%)
65 years and older (84%)18 to 24 years old (67%)
Lived in Carlsbadfor 15 or more years (81%)Lived in Carlsbadfor 1 to 4 years (73%)
Localfire protection and emergency medical services as "Extremely Important" (83.3%)
Live in 92009 (87%)Live in 92008 (78%)
65 years and older (88%)25 to 34 years old (80%)
Environmental Sustainability as "Extremely Important" 55.6%)
18 to 24 years old (75%)55 to 65 years old (48%)
25 to 34 years old (79%)
Note: The sign "*"indicates more likely and "0"indicates less likely.
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Satisfaction with specific city services
0
"Very Satisfied" with Repair and maintain local streets & roads (30. 6%)
Live in 92009 (33%)Live in 92010 (24%)
Renters (37%)Homeowners (28%)
18 and 24 years old (38%)35 to 44 years old (25%)25 to 34 years old (32%)
'Very Satisfied" with Management of traffic congestion (16.9%)
Renters (24%)Homeowners (15%)
Lived in Carlsbadfor 10 to 14 years (22%)Lived in Carlsbadfor 1—4 years (14%)
Live in 92008 (21%)Live in 92010 (11%)
"Very Satisfied" with Healthy business climate (33.8%)
65 years and older (42%)45 to 54 years'old (31%)
"Very Satisfied" with Parks that offer what you want at a convenient location (45.5%)
Live in 92009 (50%)Live in 92008 (39%)
Renters (52%)Homeowners (43%)
35 to 44 years old (53%)65 years and older (42%)
'Very Satisfied" Trails and paths for hiking and running (34.596)
Live in 92009 (39%)Live in 92008 (30%)
"Very Satisfied" with Police and law enforcement services (59.4%)
65 years and older (70%)35 to 44 years old (53%)
18 to 24 years old (54%)
Lived in Carlsbadfor 15 or more years (66%)Lived in Carlsbadfor 1 to 4 years (57%)
Lived in Carlsbadfor5 to 9 years (51%)
"Very Satisfied" with Localfire protection and emergency medical services (7a1%)
Lived in Carlsbadfor15 or more years (78%)Lived in Carlsbadfor5 to 9 years (63%)
Lived in Carlsbadfor1 to 4 years (64%)
Residents 65 years and older (84%)35 to 44 years old (63%)
45 to 54 years old (63%)
"Very Satisfied" with Environmental Sustainability (25.4%)
Live in 92009 (30%)Live in 92011 (20%)
55 to 64 years old (31%)18 to 24 years old (15%)65 years and older (31%)
Note: The sign "s"indicates more likely and "C"indicates less likely.
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Satisfaction with Specific Services— Comparison to Previous Years
Due to changes in the 2016 Carlsbad resident survey, the following comparisons can be
conducted for eight out of the fourteen services examined this year.
Figure 6.Satisfaction with Specific Services, 2012-2016
Dark =Very satisfied Light =Somewhat satisfied
N2 .%—eiI-IP FIllErMMutitcCD'13 74.8%18.6%
-O .2 ad1
in '14—5tlal
o Si E .1 '15 18.1%
0-2 Q.'
Eo0.16 23.7%
r.34:9 tn apter_
E w'13 y0P 66.6%24.2%
i..E:Ew 14 _121
0.E '15 25.7%
16 31.0%
'12 80.7%
cu
m3
in
9 L ...5 '13 77.9%17.0%>2
°i__-0 1-'14 69.0%up::7 •Ik •
'15 27.5%
16 25.2%
vC in
7.1 alialiL _re__J
•t1
-
2 am
'13 62.7%29.4%
-
kjo .E '14-a s
"W:i '15 41.0%o 3
o_16 44.7%
0%20%40%60%80%100%
Note: Don't know/Refused and No Experience were filtered out
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City of Carlsbad
Figure 7. Satisfaction with Specific Services (continued), 2012-2016
Dark =Very satisfied Light =Somewhat satisfied
a)'12 46.2%-c ca-.ul —IDMra '13 50.3%34.7%c co C1)JD'II .=C (417 M '14 45.0%4.In E "-
.ID '15 41.1%UX '16 42.8%
To
o u
vcc '12 48.1%—--T:-
m r3 coc(A win '13 50.2%36.3%
o.m
.c5
o o '14 50.9%
a)—i-
ce to '15 41.6%
E '16 ).43.4%
To -10
u)
Yo '12 45.5%2 27 4.7.
,o m n n 13 48.1%37.1%
:°w ti t '14 44.3%5t =o _——-
2 ID U a '15 39.9%a °'16 •43.5%
l.)cE tri cow -
2 o c
4-
10)'12 34.1%].1 "Akk----jr7 _ate,-a o 2 '13 31.8%42.2%a).-C +-.in cn '14_-_
cP a)28.3%1
f0 a)>..C 0C •'15 44.5%(0 ("3 -a 0 '16 38.5%
0%20%40%60%80%100%
Note: Don't know/Refused and No Experience were filtered out.
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Resident Survey Report 2016
City of Carlsbad
CONFIDENCE IN CITY GOVERNMENT
Overall confidence has declined by 7% compared to the average level of confidence between
2012 and 2015.
"Overall, how confident are you in the Carlsbad city government to make decisions that
positively affect the lives ofits community members?"
Figure 8. Confidence in Carlsbad City Government. 2012-2016
100%-
5.7%454b.
4.5%4.2%*
Min 1111111819151.
7.7%Dom10.8%9.5%8.4%x
80%-14.4%
*a
60%-
SC 51.0%Tot
573%55.5%51A%
49.1%Sri
40%-
20Aa0/n -
ut u€34.3%29.2%22.5%24.9%25.3%
0%
2012 2013 2014 2015 2016
•Very confident Somewhat confident •Somewhat unconfident •Very unconfident •DK/NA
Statistically signifii*thange 2015 05)#Statistically significant change from 2013
4 Statistically significaniChange from 2014 a Statistically significant change from 2012
Statistically significant change from 2016
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Resident Survey Report 2016
City of Carlsbad
More orless likely to be "Very Confident" in the City Government (25.3% overall)
O 0
Renters (33%)Homeowners (24%)
Note: The sign "'J"indicates more likely and "0"indicates less likely.
REASONS FOR LEVEL OF CONFIDENCE IN CITY GOVERNMENT
Participants were asked to identify the primary reasons for their levels of confidence in city
government to make decisions that positively affect the lives of its community members. Since
the question was open ended, the interviewer did not read a selection of response options.
Instead, interviewers recorded the answers verbatim. Participants were only allowed a single
answer. These open-ended responses were grouped and coded into categories found below to
assist with the analysis.
"What are the primary reasons you are confident/not confident with Carlsbad's city government
to positively affect the lives of its community members?"
The main reasons for having confidence in the city's government include:
o Positive environment and good quality of life in Carlsbad
o It "seems the city is doing what they need to maintain the quality of life."
o The city' good infrastructure and the fact that it is a safe city
o "This is a beautiful safe place to raise a family and I can attribute that partly to
the city's governmentfor keeping it that way."
o The city's transparency and consideration forits residents
o "Everything the city does appears to be thinking about the residents?'
For those residents less confident in thecity, the main reasons include:
o The city's focus on increasing development and commercial growth
o "1 think they are more focused on development and profit than the quality oflife
and maintaining the quality of life."
o The city's past decisions, specifically Measure A
o Some ofthe past decisions they've made. They didn't show good judgement with
Measure A."
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Resident Survey Report 2016
City of Carlsbad
CITY-RESIDENT COMMUNICATION
Compared with the average ratings from 2012-2015, some of the "Very Satisfied" residents
shifted to "Somewhat satisfied," "Somewhat dissatisfied" and "Very dissatisfied."
"Are you satisfied or dissatisfied with the city's efforts to provide information to residents
through its website, newsletters, and related sources of information?"
Figure 9. Satisfaction with Information Provision, 2012-20164
80%-
°Statistically significant change from 2015 (pc.05)#Statistically significant change from 2013
Statistically significant change from 2014 °Statistically significant change from 2012
60%#Statisticallysignificant change from 2016-
40%-
20%-I I 1 r!
0%-
Somewhat SomewhatVery satisfied Very dissatisfiedsatisfieddissatisfied
54.50/ar t;••2012 36.9%*6.4% r 2.2%x
c •••2013 49.2J"40.6%f 7.4%*2.8%
2014.56.50/0*u"34.1°/Dr 7.7%3 1.7%*
••2015.48.00/013a 40.3%9.1%1°2.5%'
2016,39.70/o nit a 1
42.5%cc'•
13.50/0 nia 4.3%n°
More or less likely to be "Very Satisfied" with City Communication 09.7% overall)
35 to 44 years old (35%)65 years and older (48%)45 to 64 years old (36%)
Note: The sign "@" indicates more likely and "0"indicates less likely.
4 This analysis was conducted with the removal of "DK/ NA responses.
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QUALITY OF LIFE
Carlsbad residents are consistently pleased with their quality of life. Nearly all (96%) Carlsbad
adult residents rate their quality of life positively, either excellent or good.
OVERALL QUALITY OF LIFE
"How would you rate your quality oflife in Carlsbad?"
Figure 10. Quality of Life, 2012-2016
*65.0%vela%
Excellent 1 69.4%
166.2%
="60.3%
31.8%
Good •28.2%
430.3%Total Positive
ur#35.3%2012 =97%
2.8%2013 =96%
.3.2%2014 =98%Fair •2.1%
2.8%2015 =97%
4.0%2016 =96%
0.0%
0.4%
Poor 0.30/0
0.3%
0.3410 Statistically significant change from 2015 (p<.05)#Statistically significant change from 2013
Statistically significant change from 2014 a Statistically significant change from 2012
•0.2%i Statistically significant change from 2016
0.0%
Very poor 0.0%
0.2%
o.o%
0.2%2012 E2013 E2014 2015 E20160.1%
DK/NA 0.0%
0.24/0
0.1%
0%20%40%60°k 80%
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OVERALL QUALITY OF LIFE —COMPARISON TO OTHER CITIES
The figure below shows a range of quality of life ratings from cities throughout California in the
past five years. The similar methodologies of the following studies provide a comparative metric
with which to assess resident quality of life in Carlsbad.
Carlsbad residents rate their quality of life just below a mid-sized city in Orange County, but
above sixteen other small, mid-sized, or large cities in Orange, Riverside, Santa Clara,San Diego,
Marin,Los Angeles, Alameda, Contra Costa,El Dorado, and Sacramento counties.
Figure 11. Quality of Life, Comparison to Other Cities
Mid-Sized City, Orange County
-1111MMIla
City of Carlsbad, San Diego County 96%
Mid-Sized City, Orange County
Mid-Sized City, Riverside County ..1221
Mid-Sized City, Riverside County )11.11111111
Mid-Sized City, Marin County .111n1
Mid-Sized City, Marin County 93%
Mid-Sized City, Santa Clara County ..1.11311
Mid-Sized City, San Diego County 89%
Mid-Sized City, Santa Clara County 850/0
Mid-Sized City, Alameda County 85°/o
Small City, Contra Costa County 83%
Large City, San Diego County 71%
Small City,El Dorado County 70%
Large City, Los Angeles County 70%
Small City, Riverside County 62%
Large City, Santa Clara County 57%
Small City, Sacramento County 56%
0%20%40%60%80°k 100%
[bW1RESEARCH 25PARTNERSHIP
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City of Carlsbad
QUALITY OF LIFE DIRECTION
"Overall, do you feel the quality of life in Carlsbad is getting better, getting worse, or staying
about the same?"
Figure 12. Quality of Life Direction, 2012-2016
80°k -
60%-
40%-
20%-
Staying aboutGetting better Getting worse DK/NAthe same
;2012 23.2%61.9%*'Jo 11.4%"O 3.4%
•2013 29.3%"57.2%9.9%"3.6%
•2014 31.4%*"55.4%"11.0%2.2%
2015 26.6%c 52.8%a 18.3%€#a 2.3%
•2016 26.0%*52.4%*"18.9%t#a 2.7%
u Statistically significant change from 2015 (pc.05)it Statistically significant change from 2013
,Statistically significantchange from 2014 Statistically significant change from 2012
Statistically significant Cilange from 2016
More or less likelYto believe the Quality ofLife is getting better (26% overall)
Live in 92008 (32%)Live in 92010 (20%)
18 to 24 years old (37%)65 years and older (22%)
Note: The sign "s"indicates more likely and "0"indicates less likely.
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Resident Survey Report 2016
City of Carlsbad
AREAS TO IMPROVE QUALITY OF LIFE
Residents were asked an open-ended question, responses were recorded verbatim, then
grouped and coded for analysis.
"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?"
Figure 13. Number One Way to Improve Quality of Life •
Stop/limit building and growth/maintain the character of
the village 20.5%
Fix the traffic problems 15.2.%
---Improve the quality of the road, parking, and other 8.8okinfrastructures
Nothing needs Improvement 0.4 5.3%
'
Lower cost of living (affordable housing)•
'1 4.8%
Protect the city's natural resources (e.g. open space,4.130/0parks)
Support development, local businesses, and jobs 1 4.1%
Increase/improve police services and city safety 3.1%
Increase cultural, art,and other community events and 3.00/0services
Other 19.9%
DK/NA 10.5%
0%15%30%
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SAFETY IN CARLSBAD
Almost all (98%) Carlsbad residents feel safe walking alone in their neighborhood during the day.
Though the amount of residents who feel safe ("Very" and "Somewhat") has remained at 98%
or higher since 2012, the number of residents who feel "Very safe" in 2016 has declined by
about five percentage point from the average of 2012 through 2015.
"When you are walking alone in your neighborhood during the day would you say that you feel
very safe, somewhat safe, somewhat unsafe, or very unsafe?"
Figure 14. Daytime Safety in Carlsbad, 2012-2016
100%mapenssi
9.3%z 10.9%8.3%10.4%utita
14.1%
80%-
60%-
VC V •3C ia.
89.4%87.5%90.6%87.4%40%-83.7%
20%-
0%-
2012 2013 2014 2015 2016
•Very safe Somewhat safe Somewhat unsafe •Very unsafe is DK/NA
n Statistically sight:fin:ant change from 2015 (pc05)#Statistically significant change from 2013
€Statistically significant change froth 2014 a Statistically significant change from 2012
•Statistically significant change from 2016
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Resident Survey Report 2016
City of Carlsbad
Nearly nine in ten (88%) residents feel safe walking alone in their neighborhood at night; this is
about nine percentage points lower than the number of residents that feel safe walking alone
during the day. The number of residents who feel safe ("Very" and "Somewhat') walking alone
after dark has decreased by 2.7 percentage points from the average across 2012 through 2015.
The number of those who feel "Very safe" has also decreased by seven percentage points from
the average from 2012 to 2015.
"When you are walking alone in your neighborhood after dark would you say that you feel very
safe, somewhat safe, somewhat unsafe, or very unsafe?"
Figure 15. Nighttime Safety in Carlsbad, 2012-2016
100%
simmiser 3.7%mammy
80%tic 30.7%30.4%Of33.7%35.9%36.7%
60%
40%
v# a
62.6%60.7%
51.7%
20%-
0%---
2012 2013 2014 2015 2016
•Very safe Somewhat safe •Somewhat unsafe Very unsafe •DK/NA
"Statistically significant change from 2015 (pc05)*Statistically significant change from 2013
Stattically significantchange from 2014 a Statistically significant change from 2012
Staffsfic%fily significantchange from 2016
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Resident Survey Report 2016
City of Carlsbad
Safety in Carlsbad
CI11
More or less likely to feel "Very Safe" During the Day (83.7%)
Live in 92011(90%)Live in 92008 (81%)
18 to 24 years old (91%)45 to 54 years old (79%)
More or less likely to feel "Very Safe" During, the Night (51.7%)
Lived in Carlsbadfor over 15 years (57%)Lived in Carlsbadfor 5 to 9 years (46%)
Live in 92011(60%)Live in 92008 (46%)
Men (65%)Women.(44%)
Note: The sign "(fin indicates more likely and "0"indicates less likely.
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Safety in Carlsbad —Comparison to Other Cities
The following figure illustrates similar studies about residents' perception of neighborhood
safety as comparative measures for Carlsbad.
The City of Carlsbad has the highest percentage of residents who feel safe walking alone in their
neighborhood during the day compared to twelve other small, mid-sized, and large cities in
Monterey,San Diego, Madn,El Dorado,Los Angeles, San Bernardino, Riverside, Sacramento,
San Francisco, and Contra Costa counties.
Figure 16. Daytime Safety in Carlsbad, Comparison to Other Cities
City of Carlsbad, San Diego County 98%
Small City, Monterey County .1111.11.M.111
Mid-Sized City, San Diego County 96%
Mid-Sized City,Mahn County .1111.11
Small City,El Dorado County 95%
Mid-Sized City,Los Angeles County 93%
Mid-Sized City, San Diego County 920/0
Mid-Sized City, San Bernardino County 90%
Mid-Sized City, Riverside County 86%
Mid-Sized City, Sacramento County 85%
Large City, San Francisco County 83%
Small City, Riverside County 81%
Mid-Sized City, Contra Costa County 70%
0%20%40%60%80%100%
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Resident Survey Report 2016
City of Carlsbad
Carlsbad ranked one to five percentage points below three different mid-sized cities in Orange
County and one small city in Santa Clara County for safety walking alone after dark, but there
are significantly more individuals that feel safer walking alone at night in Carlsbad than in small,
mid -sized,or large cities in Sacramento, Riverside,San Francisco, and Contra Costa counties.
Figure 17. Nighttime Safety in Carlsbad, Comparison to Other Cities
Mid-Sized City, Orange County .1.11.....111.1321
Mid-Sized City, Orange County 92%
Small City, Santa Clara County .1072111
City of Carlsbad, San Diego County 880/0
Small City, Riverside County .12.
Small City,El Dorado County 850/o
Mid-Sized City, Santa Clara County _SIM11.1111.1.1n
Mid-Sized City, San Mateo County filliMMInal
Mid-Sized City, Santa Clara County )1111.1.11C11
Mid-Sized City, Marin County inEll
Mid-Sized City, San Diego County .1.1=1111111En
Mid-Sized City, San Diego County
Mid-Sized City, Sacramento County iMIMMIIMMI
Large City, Santa Clara County fillEern
Mid-Sized City, San Bernardino County .i1121
Mid-Sized City, Sacramento County 55%
Small City, Riverside County 52%
Large City, San Francisco County 50%
Mid-Sized City, Contra Costa County 42%
0%20%40%60%80%100%
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ENERGY EFFICIENCY INVESTMENTS AND MOBILITY CHOICES IN CARLSBAD
The 2016 Carlsbad resident survey asked some new questions that were meant to better
understand how residents are adopting energy efficiency technology and mobility behaviors and
to support the City's Climate Action Plan.
"Have you already made this improvement, you plan to, you are not sure, or you are not going to
make that investment?"
Figure 18: Energy Efficiency investments'
Install LED and other
low energy use 80.1%11.4°
lighting in your home
Convert your yard to
low or no water usage 50.3%19.6%30.0%
Install additional
insulation and/or 49.8%16.6%33.6%energy efficient
windows
Install solar electric 22.6%18.5%58.9%panels on your roof
Install a grey water 14.30/0 78.3%system
Install a solar water 15.80/0 79.0%heater
0%20%40%60%80%100%
Already have •Plan to Not Likely
5 This analysis was conducted with the removal of DK/NA responses.
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Resident Survey Report 2016
City of Carlsbad
Residents were also asked about their priorities and behaviors regarding how they get around
Carlsbad and the surrounding region. The large majority of residents (74%) stated they drive by
themselves to work and they don't see that changing in the future. Nearly 63% of residents walk
whenever possible rather than driving, and 46% reported they would ride the bus or carpool if it
were easy or convenient.36%of residents are considering purchasing an electric vehicle and
27% use their bike to get around Carlsbad.
Figure 19: Residents' Mobility Choices6
I drive by myself to work and don't see eriii)sak54.5%19.1%that changing in the near future
I like to walk whenever possible rather 34.1%28.6%1 7.0413/413.8%than driving
I would ride the bus or carpool if it was „.23.4%22.5%111%.26.9%easy or convenient
I am considering or have already 16.1%20.0%17.7%31.0%purchased an electric vehicle
I use my bike to get around Carlsbad 9.6 1.2.394431#11 17.0%43.2%
0%20%40%60°k 80%100%
•Strongly agree Somewhat agree•Neither agree nor disagree •Somewhat disagree
Strongly disagree
6 This analysis was conducted with the removal of DK/NA responses.
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CARLSBAD LIBRARY
FREQUENCY OF VISIT
The majority of residents (78%) visited a City of Carlsbad library in the last 12 months. Of these
visitors, 15.6% visited at least once a week, 30% visited once or a few times a month, and 33%
visited less than once a month on average.
"How frequently did you or a member of your family visit a City of Carlsbad library in the last 12
months?"
Figure 20. City of Carlsbad Library Frequency of Visit
Seldom, less than once a month on 32.9%average
Sometimes, once or a few times a
0/omonth29.9
Never 21.40/o
Regularly, at least once a week 15.6%
Don't know/ Refused 0.3D/o
0%20%40%60%80%100%
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Resident Survey Report 2016
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CARLSBAD LIBRARY EXPERIENCE
"What are the primary reasons you or members of your family did not visit a City of Carlsbad
Library?"
Figure 21. Carlsbad Library Experience Rating, 2012-2016
I get information I need from the 17.9%internet/read on electronic devices
I don't need it 11.9%
Did not have time 6.7%
I buy books and read them at home 5.4%
I download library materials from the web 3.9%
Use another library/source of information 3.4%
My kids are too young/too old/no kids 3.2%
Other 7.5%
Don't know/Refused 48.8%
0%15%30%45%60%
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City of Carlsbad
The City of Carlsbad invested $11 million to renovate two of the city's main libraries. Renovation
was concluded in the beginning of 2016 and residents were asked whether they were aware of
this renovation. The large majority of residents (82%) reported they knew about the renovation
while 17% reported they did not know about it.
"Are you aware of the renovation at Cole & Dove libraries?"
Figure 22: Residents' awareness of the Renovation at Cole & Dove libraries
Yes 82.3%
No !...
Don't know/ Refused 0.7%
••
0%20%40%60%80%100%
"After the renovation, are you or members of your family more or less likely to visit the City of
Carlsbad library?"
Figure 23: Library renovation effect on Residents' visits
Renovation does not change likely visits
to City of Carlsbad libraries 62.7%
More likely to visit City of Carlsbad
libraries after the renovation
Less likely to visit City of Carlsbad
libraries after the renovation 1.10/0
Don't know/ Refused 2.2%
0%20%40%60%80%100%
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RESIDENT DEMOGRAPHICS
The majority of residents (63%) lives in the zip codes 92009 and 92008.
Figure 24. Zip Code
a 1
e
'-•
92008
28.0%
Over a third of respondents (38%) have lived in Carlsbad for 15 years of more.
Figure 25: Length of Residence
15 years or more 37.5%
10 to 14 years 14.6°/.
5 to 9 years 19.4i%
1 to 4 years 28.1%
Less than 1 year 0.201°
0%20%40%60%80%100%
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The majority (72%) of respondents are homeowners, which is consistent with the Carlsbad adult
population.
Figure 26. Owners vs. Renters
Rent 44's25.3%
Refused
2.3%
Two-thirds of respondents (66%) live in a single-fathily detached Nine.
Figure 27. Housing Type
Single family
detached home
65.8%
Condominium
Isor Town .partment efusedHome11.0%0.820.6%%
Mobile home
1.7%
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A little over six in ten respondents (63%) do not have any children under the age of 18.
Figure 28. Residents with Children under 18
None 4-se
ree
63.0%
v.
Three or more
5.3%
The largest group of respondents (22%)is 65 yealtir.older, followed by those 45 to 54 years old
(21%).
Figure 29. Age
65 years or older 21.8%
55 to 64 years old 17.8%
45 to 54 years old 20.9%
35 to 44 years old kftl
25 to 34 years old 13.8%
18 to 24 years old 9.9%
0%20%40%60%800/0 100°/0
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Resident Survey Report 2016
City of Carlsbad
The large majority of residents is white or Caucasian (77%).
Figure 30. Ethnicity
White or Caucasian 77.2%
Hispanic or Latino 7.8%
Asian 4.3%
African American or Black 0.6%
Other 4.3%
Refused 5.8%
0%20%40%60%80%1000/0
The largest group of respondents (31%)-reported incomes between $50,001 and $100,000.
Figure 31. Income
More than $200,000 17.20/0
$100,001 to $200,000 16.6%
$50,001 to $100,000 30.6%
$25,000 to $50,000 1 22.2%
Below $25,000 9.9%
DK/NA 3.4%
0%20%40%60%80%100%
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There are slightly more adult women in Carlsbad than men (53%vs. 47%).
Figure 32. Gender
Male
47.3%
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City of Carlsbad
APPENDIX A:METHODOLOGY
The table below provides an overview of the methodology utilized for the project.
Table 1: Overview of Project Methodology
Method Telephone (Mobile &Land Line) & Emailed Survey
Universe 85,893' Residents 18 Years and Older within the City of Carlsbad
Number of Respondents 1,000 Residents Completed a Survey
Average Length 1935 minutes
Field Dates November 14 to December 2, 2016
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
Prior to beginning the project, BW Research met with City of Carlsbad staff to determine the
research objectives for the 2016 study. The main research objectives of the study were to assess
residents' perceptions regarding city services, quality of life, neighborhood safety, city
government and city-resident communication. For this. year's survey, new questions were added
to examine resident's behavior and adoption of new technologies related to energy usage and
water consumptionas,well as usage, and awareness of the City's library facilities.
QUESTIONNAIRE DESIGN
Through an iterative process, BW Research wbrked closely with the city to develop a survey
instrument that met all the research objectives of the 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
For the first year, BW Research completed email recruited surveys online in addition to the
telephone surveys. The online, email recruited survey was meant to improve the participation
rates that have been declining in mobile and landline telephone surveys.BW Research utilized a
mixed-method sampling plan that incorporated email invites to Carlsbad residents where we
were able to determine information on their demographic profile as well as a phone survey with
traditional random digit dial (RDD)methodology (listed and unlisted traditional land line
numbers), an RDD cell phone sample, 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
that is billed to a Carlsbad zip code.
'This estimate is based on SANDAG's January 1, 2015 estimate from the total population of 110,653
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Emails were sent to residents in buckets that shared a similar demographic profile (Age, gender,
resident zip code within Carlsbad), when the number of completes met the quota for each
demographic bucket, no more completes were allowed within that demographic bucket.
Potential email participants were incentivized to complete the survey with a $10 amazon gift
card.
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. Both the cell phone RDD sample and the listed sample supplemented the traditional
RDD methodology 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 Carlsbad.
DATA COLLECTION
BW Research programmed the survey for online and telephone data collection. Both the phone
and web survey instruments were pre-tested and interviewers were trained according to strict
quality control procedures.
Interviews over the phone 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 during the week had an opportunity to participate.IHR
Research Group, an independent contractor, was used to conduct the phone interviews.
Throughout data collection, BW Research checked the data for accuracy and completion and
monitored the percentage of residents who completed the survey to ensure the sample was
representative of Carlsbad population.The online and phone surveys were conducted until the
desired quota to achieve a realistic sample population was reached.
DATA PROCESSING
Prior to analysis, BW Research examined the demographic characteristics of the 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) 2015 current demographic
estimates for the City of Carlsbad. It is estimated that among Carlsbad's 110,653 residents,
roughly 85,682 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 of the 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 distribution 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 have not visited
the Library) 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
[bw]RESEARCH
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statistical testing to account for the margin of error within sub-groups and highlight statistically
significant sub-group differences throughout this report.
Sub-group comparisons throughout the report are done of those respondents that provided an
opinion (i.e., satisfied or dissatisfied) and factored out DK/NA responses.
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).
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APPENDIX B: SURVEY TOPLINES
Introduction:
Hello, my name is and I'm calling on behalf of the City of Carlsbad. The city has hired IHR
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]
Screener Questions
A.Before we begin,I want to confirm that you live within our study area. Are you currently a resident of
the City of Carlsbad?
100.0%Yes
0.0%No [THANK AND TERMINATE]
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
C.And what is your home zip code? (If respondent gives the PO Box zip codes 92013 or 92018, prompt
them to give their home zip code for survey purposes).
28.0%92008
35.4%92009.
13.6%92010
23.0%92011
0.0%Other [THANK AND TERMINATE]
0.0%DK/NA [THANK AND TERMINATE]
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Resident Survey Report 2016
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1.To begin with, how many years have you lived in the City of Carlsbad?
0.2%Less than 4 years
28.1%5 to 9 years
19.4%10 to 14 years
14.6%15 years or more
37.5%(DON'T READ) DK/NA
2.Generally speaking, are you satisfied or dissatisfied with the job the City of Carlsbad is doing to
provide city services?(GET ANSWER, THEN ASK:)Would that be very (satisfied/dissatisfied) or
somewhat (satisfied/dissatisfied)?
49.3%Very satisfied
39.1%Somewhat satisfied
5.6%Somewhat dissatisfied
2.6%Very dissatisfied
3.3%(DON'T READ)DK/NA
C12 WITH "DK/NA"FACTORED OUT (n=967)
51.0%Very Satisfied
40.5%Somewhat satisfied
5.8%Somewhat dissatisfied
2.7%Very dissatisfied
3.How would you rate your quality of life in Carlsbad?
60.3%Excellent
35.3%Good
4.0%Fair
0.3%Poor
0.1%(DON'T READ) DK/NA
4.Overall, do you feel the quality of life in Carlsbad is getting better, getting worse, or staying about the
same?
26.0%Getting better
18.9%Getting worse
52.4%Staying about the same
2.7%(DON'T READ) DK/NA
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Q4 WITH "DK/NA"FACTORED OUT (n=973)
26.7%Getting better
19.4%Getting worse
53.9%Staying about the same
5.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 -FIRST RESPONSE ONLY)
20.5%Stop/limit building and growth/maintain the character of the village
15.2%Fix the traffic problems
8.8%Improve the quality of the road, parking, and other infrastructures
5.3%Nothing needs improvement
4.8%Lower cost of living (affordable housing, taxes, water)
4.8%Protect the city's natural resources (e.g. open space, parks, water, grow local
products)
4.1%Support development (shopping mall, retail stores, restaurants), local businesses,
and jobs
3.1%Increase/improve police services and city safety
3.0%Increase cultural, art, and other community events and services
19.9%Other
10.5%Don't know/Refused
6.Now I'd like to ask a couple questions about safety in the city. When you are would you say
that you feel very safe, somewhat safe, somewhat unsafe, or very unsafe?
RANDOMIZE
Somewhat Somewhat (DON'T READ)Very safe very unsafesafeunsafe DK NA
A. Walking alone during the day 83.7%14.1%1.7%0%0.4%
B.Walking alone after dark 51.7%36.7%7.6%1.0%3.0%
Q6 WITH "DK/NA"FACTORED OUT
very safe Somewhat safe Somewhat unsafe Very unsafe
A. Walking alone during the day (nt998)84.%14.2%1.7%0.0%
B.Walking alone after dark (n=970)53.3%37.8%7.8%1.1%
[bW1 RESEARCH
PARTNERSHIP B -3
Resident Survey Report 2016
City of Carlsbad
7.Overall, how confident are you in the Carlsbad city government to make decisions that positively
affect the lives of its community members?
25.3%Very confident
49.1%Somewhat confident
14.4%Somewhat unconfident
6.9%Very unconfident
4.2%(DON'T READ) DK/NA
Q7 WITH "DK/NA"FACTORED OUT (n=958)
26.4%Very confident
51.2%Somewhat confident
15.1%Somewhat unconfident
7.2%Very unconfident
Now I would like to ask you about the importance of different services and resources provided by the City
of Carlsbad.
8.What are the primary reasons you are (take response from 07) with Carlsbad's city government to
positively affect the lives of its community members?(RECORD FIRST TWO RESPONSES)
27.6%Positive environment and quality of life/the city has done a good job so far/no reason to not trust
the city
4%Good city infrastructures and services/the city is safe
3.8%The city listens to its citizens and is transparent
13.3%The city's priority is development and commercial growth rather than the residents' wellbeing
11%The city's poor decision-making, lack of transparency, and bad leadership
8.3%Past development decisions
18%Other
14%Don't know/Refused
08 WITH "DK/NA"FACTORED OUT
32.1%Positive environment and quality of life/the city has done a good job so far/no reason to not trust
the city
•[b\A/1 RESEARCH
PARTNERSHIP B-4
Resident Survey Report 2016
City of Carlsbad
4.7%Good city infrastructures and services/the city is safe
4.4%The city listens to its citizens and is transparent
15.5%The city's priority is development and commercial growth rather than the resident? wellbeing
12.8%The city has shown poor decision-making, lack of transparency, and bad leadership
9.7%Past development decisions
20.9%Other
9.For each of the following services and resources, please tell me if you feel it is extremely important,
important, or not too important.
Here's the (first/next) one (READ ITEM): Do you feel this service or resource is extremely
important, important (if needed: just important), or not too important?
RANDOMIZE
N'TExtremelyImpNot Too (D
or tant READO)important Important DK/NA
A. Repair and maintain local streets and roads 69.7%29.4%0.7%0.2%
B.Manage traffic congestion on city streets 67.7%29.6%2.2%0.5%
C.Support a healthy business climate in Carlsbad 54.5%39.9%4.7%1.0%
D.Provide parks that offer what you want at a convenient 40.5%51.0%8.1%0.4%location
E.Provide arts and cultural programs 26.8%53.8%19.0%0.4%
F.Provide library services 46.1%42.6%11.0%0.3%
G.Provide recreation programs for kids 49.4%40.2%9.0%1.4%
H.Provide recreation programs for adults 20.3%51.5%27.2%1.0%
I.Provide trails and paths for hiking and running 41.6%48.1%10.1%0.2%
J.Provide local police and law enforcement services 77.1%20.3%2.4%0.1%
K.Provide local fire protection and emergency medical 83.3%15.9%0.8%0.1%services
L.Provide safe and convenient ways to get around by
bicycle 35.3%46.5%16.8%1.4%
M. Support environmental sustainability 55.6%35.7%7.6%1.1%
N. Provide safe and convenient ways to get around on foot 46.0%45.6%8.2%0.2%
Q9 WITH "DK/NA"FACTORED OUT
[b\Ad
RESEARCH
PARTNERSHIP B-5
Resident Survey Report 2016
City of Carlsbad
Extremely Not TooimportantimportantImportant
A. Repair and maintain local streets and roads (n=998)69.9%29.5%0.7%
B.Manage traffic congestion on city streets (n=995)68.1%29.8%2.2%
C.Support a healthy business climate in Carlsbad (n=990)55.0%40.3%4.7%
D.Provide parks that offer what you want at a convenient 40.7%51.2%8.1%location (n=996)
E.Provide arts and cultural programs (n=996)26.9%54.0%19.1%
F.Provide library services (n=997)46.2%42.7%11.1%
G.Provide recreation programs for kids (n=986)50.1%40.8%9.1%
H.Provide recreation programs for adults (n=990)20.5%52.1%27.5%
I.Provide trails and paths for hiking and running (n=998)41.73%48.19%10.10%
J.Provide local police and law enforcement services (n=999)77.2%20.3%2.5%
K.Provide local fire protection and emergency medical 83.3%15.9%0.8%services (n=999)
L.Provide safe and convenient ways to get around by bicycle 35.8%47.2%17.0%(n=986)
M. Support environmental sustainability (n=989)56.2%36.1%7.7%
N. Provide safe and convenient ways to get around on foot 46.1%45.7%8.2%(n=998)
10.Now I'm going to read the same list of services and resources provided by the City of Carlsbad. For
each one, please indicate how satisfied or dissatisfied you are with the job the City of Carlsbad is
doing to provide it to residents.
Here's the (first/next) one Are you satisfied, dissatisfied or neither satisfied nor dissatisfied
with this service or resource.(GET ANSWER,IF SATISFIED OR DISSATIFIED THEN ASK:)Would that be very
(satisfied/dissatisfied) or somewhat (satisfied/dissatisfied)?
PRESENT IN SAME ORDER AS Q9
(DON'T Neither (DON'TVerySomewhatSomewhatVeryREAD) No sat nor READ)satisfied satisfied dissat dissatexperiencedissat DK/NA
A. Repair and maintain local streets 30.3%43.0%9.2%11.4%5.1%0.3%0.6%and roads
B.Manage traffic congestion on city 16.6%37.9%10.8%21.1%12.0%0.6%1.0%streets
C.Support a healthy business climate 30.5%38.6%13.3%5.1%2.7%5.1%4.6%in Carlsbad
D.Provide parks that offer what you 44.2%36.1%10.2%4.4%2.2%1.7%1.3%want at a convenient location
E.Provide arts and cultural programs 26.9%38.7%19.0%3.4%0.9%6.5%4.6%
F.Provide library services 60.9%23.9%8.8%0.8%0.3%3.6%1.7%
[bW]RESEARCH
PARTNERSHIP B-6
Resident Survey Report 2016
City of Carlsbad
G.Provide recreation programs for 37.6%26.9%14.9%3.2%0.5%10.6%6.3%kids
H.Provide recreation programs for 19.9%31.9%22.6%3.7%0.9%13.8%7.3%adults
I.Provide trails and paths for hiking 32.7%42.4%12.9%5.3%1.5%3.2%2.1%and running
J.Provide local police and law 57.2%29.8%5.2%2.4%1.5%2.8%1.0%enforcement services
K.Provide local fire protection and 65.9%22.3%4.6%0.9%0.3%44%1.4%emergency medical services
L Provide safe and convenient ways 23.2%35.0%18.3%8.4%3.7%7.8%3.7%to get around by bicycle
M. Support environmental 22.9%37.1%18.1%9.5%2.7%5.2%4.4%sustainability
N. Provide safe and convenient ways 31.6%40.5%14.2%7.6%2.3%1.9%2.0%to get around on foot
010 WITH "DK/NA" AND "NO EXPERIENCE" FACTORED OUT
Neither satVerySomewhat Somewhatnor Very dissatisfiedsatisfiedsatisfieddissatisfieddissatisfied
A. Repair and maintain local streets and 30.6%43.4%9.3%11.5%5.1%roads (n=991)
B.Manage traffic congestion on city 16.9%38.5%11.0%21.5%12.2%streets (n=974)
C.Support a healthy business climate in 33.8%42.8%14.8%5.6%3.0%Carlsbad (n=902)
D.Provide parks that offer what you
want at a convenient location 45.5%37.2%10.5%4.5%2.3%
(n=970)
E.Provide arts and cultural programs 30.2%43.5%21.4%3.8%1.0%(n=889)
F.Provide library services (947)64.3%25.2%9.3%0.9%0.3%
G.Provide recreation programs for kids 45.2%32.4%17.9%3.8%0.6%(831)
H.Provide recreation programs for 25.2%40.4%28.6%4.7%1.2%adults (n=789)
I.Provide trails and paths for hiking and 34.5%44.7%13.6%5.6%1.6%running (n=947)
J.Provide local police and law 59.4%31.0%5.4%2.5%1.6%enforcement services (n=962)
K.Provide local fire protection and 70.1%233%4.9%1.0%0.3%emergency medical services (n=940)
L.Provide safe and convenient ways to 26.2%39.6%20.6%9.5%4.1%get around by bicycle (n=885)
M. Support environmental sustainability 25.4%41.0%(n=904)20.0%10.5%3.0%
[bWiRESEARCHPARTNERSHIP B-7
Resident Survey Report 2016
City of Carlsbad
N. Provide safe and convenient ways to 32.9%42.1%14.7%7.9%2.4%get around on foot (n=962)
Switching gears a bit, now I would like to get your opinions about city-resident communication.
11.Are you satisfied or dissatisfied with the city's efforts to provide information to residents through its
website, newsletters, and related sources of information?(GET ANSWER, THEN ASK:) Would that be
very (satisfied/dissatisfied) or somewhat (satisfied/dissatisfied)?
35.4%Very satisfied
37.9%Somewhat satisfied
12.0%Somewhat dissatisfied
3.8%Very dissatisfied
10.9%(DON'T READ) DK/NA
Q11 WITH "DK/NA"FACTORED OUT (n=891)
39.7%Very satisfied
42.5%Somewhat satisfied
13.5%Somewhat dissatisfied
4.3%Very dissatisfied
Next I would like to ask you about your home or residence.
12.For each of the following home improvements, please tell me if you have this at your home, if you
plan to in the future, you are not sure, or if you think it is unlikely you will have it any time in the near
future?
Here's the (first/next) one (READ ITEM): have you already made this improvement, you
plan to in the future, you are not sure or you are not going to make that investment in the future?
[SOME OPTIONS ARE NOT RELEVANT FOR EVERYONE WE CAN ADD A DK/NA OPTION]
RANDOMIZE
(DON'T READ)
Already have Plan to Not sure Not likely Don't know/
Refused
A. Convert your yard to low or no water 40.0%15.6%13.7%23.8%6.9%
usage
B.install solar electric panels on your roof 17.6%14.4%16.5%45.8%5.7%
C.Install a grey water system 4.7%9.1%27.4%49.8%9.0%
D.Install a solar water heater 3.6%10.9%25.0%54.8%5.6%
[bw]RESEARCH
PARTNERSHIP B-8
Resident Survey Report 2016
City of Carlsbad
E.Install LED and other low energy use 72.4%10.3%6.9%7.7%2.6%lighting in your home
F.Install additional insulation and/or energy 39.7%13.2%15.7%26.8%4.6%efficient windows
Q12 WITH "DK/NA" and NOT SURE FACTORED OUT
Already have Plan to Not likely
A. Convert your yard to low or no water usage 50.3%19.6%30.0%
(n=931)
B.Install solar electric panels on your roof (n=943)22.6%18.5%58.9%
C.Install a grey water system (n=910)7.5%14.3%78.3%
D.Install a solar water heater (n=944 5.2%15.8%79.0%
E.Install LED and other low energy use lighting in 80.1%11.4%8.6%
your home (n=974)
F.Install additional insulation and/or energy efficient 49.8%16.6%33.6%
windows (n=954)
13.I'm going to read a list of statements that describe priorities or behaviors regarding how you get
around Carlsbad and the surrounding region.
Here is the (fist/next) one:Do you generally agree, disagree, or neither agree nor
disagree with the statement?(GET ANSWER IF AGREE OR DISAGREE ASK:)Would that be strongly
(agree/disagree) or somewhat (agree/disagree)?
RANDOMIZE
Neither (DON'T READ)Strongly somewhat Somewhat stronglyagree nor Don't know/aeree egiee disagree disagreedisagree Refused
A.I use my bike to get around 9.1%16.3%12.1%16.0%40.6%5.9%Carlsbad
B.I like to walk whenever 33.6%28.2%12.4%10.7%13.6%1.5%possible rather than driving
C.I drive by myself to work and
don't see that changing in the 47.7%16.7%10.6%4.8%7.7%12.5%
near future
D.1 would ride the bus or carpool 22.7%21.9%10.4%16.0%26.1%2.9%if it was easy or convenient
E. I am considering or have
already purchased an electric 15.5%19.3%14.8%17.0%29.9%3.5%
vehicle
[bW1 RESEARCH
PARTNERSHIP B-9
Resident Survey Report 2016
City of Carlsbad
013 WITH "DK/NA"FACTORED OUT
Somewhat Neither Stronglystrongly agtee agree nor Somewhat disagreeagreeagree
disagree
A.I use my bike to get around 9.6%17.3%12.8%17.0%43.2%
Carlsbad (n=941)
B.I like to walk whenever possible 34.1%28.6%12.6%10.9%13.8%
rather than driving (n=985)
C.I drive by myself to work and 54.5%19.1%12.1%5.5%8.8%
don't see that changing in the
near future (n=875)
D.I would ride the bus or carpool 23.4%22.5%10.7%16.5%26.9%
if it was easy or convenient
(n=971)
E. I am considering or have already 16.1%20.0%15.3%17.7%31.0%
purchased an electric vehicle
(n=965)
Lastly,I want to ask you about Carlsbad's libraries
14.How frequently did you or a member of your family visit a City of Carlsbad Library in the last 12
months?
15.6%Regularly, at least once a week
29.9%Sometimes, once or a few times a month
32.9%Seldom, less than once a month on average
21.4%Never
0.3%[DON'T READ]Don't know/ Refused
15.What are the primary reasons you or members of your family did not visit a City of Carlsbad Library
more frequently in the last 12 months? (DO NOT READ -RECORD FIRST TWO RESPONSES)
17.8%I get information I need from the internet/read on electronic devices
11.9%I don't need it
7.2%Did not have time/don't like to read or read less
5.2%I buy books and read them at home
3.8%I download library materials from the web
3.4%Use another library/source of information
3.4%My kids are too young/too old/no kids
1.9%Library does not have what I need (quality of materials)
1.5%Lack of information about library/library doesn't provide the amenities I want (e.g.
free coffee shop)
1.1%I'm too old/have health issues/physical limitations
0.8%The library is too far
1.7%Other
[bW1 RESEARCH
PARTNERSHIP B-10
Resident Survey Report 2016
City of Carlsbad
48.9%Don't know/Refused
015 WITH "DK/NA"FACTORED OUT (n=5121
29.8%I get information I need from the internet/read on electronic devices
19.9%I don't need it
12.1%Did not have time/don't like to read or read less
8.8%I buy books and read them at home
6.4%I download library materials from the web
5.7%Use another library/source of information
5.7%My kids are too young/too old/no kids
3.1%library does not have what I need (quality of materials)
2.6%Lack of information about library/library doesn't provide the amenities I want (e.g.
free Wi-Fi, coffee shop)
1.8%I'm too old/have health issues/physical limitations
1.4%The library is too far
2.8%Other
16.Are you aware of the renovation at Cole & Dove libraries? (n=783)
82.3%Yes
16.8%No
0.9%[DON'T READ)Don't know/Refused
17.After the renovation are you or members of your family more or less likely to visit the City of Carlsbad
libraries or does the renovation have no change on how likely you are to visit? (n=783)
34.0%More likely to visit City of Carlsbad libraries after the renovation
1.1%Less likely to visit City of Carlsbad libraries after the renovation
62.7%Renovation does not change likely visits to City of Carlsbad libraries
2.2%[DON'T READ]Don't know/ Refused
017 WITH "DK/NA"FACTORED OUT (766)
34.7%More likely to visit City of Carlsbad libraries after the renovation
1.1%Less likely to visit City of Carlsbad libraries after the renovation
64.1%Renovation does not change likely visits to City of Carlsbad libraries
[bw]RESEARCH
PARTNERSHIP B-11
Resident Survey Report 2016
City of Carlsbad
To wrap things up,I just have a few background
questions for comparison purposes only.
A.Do you own or rent the unit in which you live?
25.3%Rent
72.4%Own
2.3%(DON'T READ) Refused
B.Which of the following best describes your current home?
65.8%Single family detached home
11.0%Apartment
20.6%Condominium or Town Home
1.7%Mobile home
0.8%(DON'T READ) Refused
C.Please tell me how many children under 18 live in your household:
63.0%None
13.7%One
17.9%Two
5.3%Three or more
D.Age:
9.9%18 to 24 years old
13.8%25 to 34 years old
15.9%35 to 44 years old
20.9%45 to 54 years old
17.8%55 to 64 years old
21.8%65 years or older
E.What ethnic group do you consider yourself a part of or feel closest to?(IF HESITATE, READ):
77.2%White or Caucasian
[bWi RESEARCH
PARTNERSHIP B-12
Resident Survey Report 2016
City of Carlsbad
7.8%Hispanic or Latino
4.3%Asian
0.6%African American or Black
4.3%Other (Specify)
5.8%(DON'T READ) DK/NA
F.I am going to read some income categories, please stop me when I reach the one that best describes
your current total household income for the last 12 months.
3.4%Below $25,000
9.9%$25,000 to $50,000
22.2%$50,001 to $100,000
30.6%$100,001 to $200,000
16.6%More than $200,000
17.2%(DON'T READ) DK/NA
G.Lastly, would you be interested in participating in future research sponsored by the City of Carlsbad?
[GET NAME, PHONE NUMBER, EMAIL ADDRESS]
64.0%Yes
36.0%No
H.Gender (Recorded from voice, not asked):
47.3%Male
52.7%Female
[bW}RESEARCH
PARTNERSHIP B-13
[bw] RESEARCH
PARTNERSHIP
Methodology Overview
Project Methodology Overview
Method:Telephone survey (mobile and land line) & Email Survey
Universe:85,893 Carlsbad residents 18 years and older
Number of Respondents:1,000 completes
Average Length:19.5 minutes
Field Dates:November 14–December 2, 2016
Margin of Error:+/-3.08% at the 95% level of confidence
Research Objectives
o Determine the level of satisfaction with city services.
o Learn about residents’ perceptions of city government
issues and various quality of life indicators.
o Explore topics related to recent or upcoming city projects
and initiatives (e.g. recent library renovations and
upcoming programs to promote the reduction of
greenhouse gas emissions).
Results: Resident Satisfaction over time (2008-2016)
Carlsbad resident’s satisfaction with overall City Services has remained high from 2008
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008 2009 2010 2011 2012 2013 2014 2015 2016
Resident Satisfaction, 2008-2016
Total Satisfaction Very Satisfied
Results: Quality of Life over time (2008-2016)
Carlsbad resident’s perceived quality of life has remained high since 2008.
30%
40%
50%
60%
70%
80%
90%
100%
2008 2009 2010 2011 2012 2013 2014 2015 2016
Resident Quality of Life, 2008-2016
Excellent Excellent or Good
Quality of Life Direction
Ratio of residents
who believe
quality of life is
improving to those
who feel it is
getting worse is
about 1.4 to 1.23.2%29.3%31.4%26.6%26.0%
61.9%57.2%55.4%
52.8%52.4%
11.4%9.9%11.0%
18.3%18.9%
0%
20%
40%
60%
80%
100%
2012 2013 2014 2015 2016
Getting better Staying about the same Getting worse DK/NA
Number One to Improve Quality of Life
3.0%
3.1%
4.1%
4.8%
4.8%
5.3%
8.8%
15.2%
20.5%
0%15%30%
Increase cultural, art, and other community events and services
Increase/improve police services and city safety
Support development, local businesses, and jobs
Protect the city’s natural resources (e.g. open space, parks)
Lower cost of living (affordable housing)
Nothing needs improvement
Improve the quality of the road, parking, and other infrastructures
Fix the traffic problems
Stop/limit building and growth/maintain the character of the village
Results: Confidence in City Government over time
(2008-2016)
10%
20%
30%
40%
50%
60%
70%
80%
90%
2008 2009 2010 2011 2012 2013 2014 2015 2016
Total confident Very confident Total unconfident
Results: Daytime Safety over time (2009-2016)
Carlsbad perceptions of daytime safety have remained very high since 2009
70%
75%
80%
85%
90%
95%
100%
2009 2010 2011 2012 2013 2014 2015 2016
Resident Daytime Safety, 2009-2016
Daytime Total Safe Daytime Very Safe
Results: Nighttime Safety over time (2009-2016)
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010 2011 2012 2013 2014 2015 2016
Resident Nighttime Safety, 2009-2016
Nighttime Total Safe Nighttime Very Safe
Results: City-Resident Communication Satisfaction over
time (2008-2016)
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008 2009 2010 2011 2012 2013 2014 2015 2016
City-Resident Communication Satisfaction, 2008-2016
Total Satisfaction Very satisfied
Importance of Services
20.3%
26.8%
35.3%
46.1%
49.4%
41.6%
55.6%
40.5%
46.0%
54.5%
67.7%
77.1%
69.7%
83.3%
51.5%
53.8%
46.5%
42.6%
40.2%
48.1%
35.7%
51.0%
45.6%
39.9%
29.6%
20.3%
29.4%
15.9%
27.2%
19.0%
16.8%
11.0%
9.0%
10.1%
7.6%
8.1%
8.2%
4.7%
0%20%40%60%80%100%
Provide recreation programs for adults
Provide Arts and cultural programs
Be able to get around by bicycle
Provide library services
Provide recreation programs for kids
Provide trails and paths
Support environmental sustainability
Provide parks at a convenient location
Be able to get around on foot
Healthy business climate
Manage traffic congestion
Provide local police
Repair and maintain local streets
Fire protection and emergency medical
services
Extremely important Important Not too important DK/NA
Satisfaction with Services
16.9%
25.2%
26.2%
25.4%
30.2%
30.6%
32.9%
33.8%
45.2%
34.5%
45.5%
64.3%
59.4%
70.1%
38.5%
40.4%
39.6%
41.0%
43.5%
43.4%
42.1%
42.8%
32.4%
44.7%
37.2%
25.2%
31.0%
23.7%
11.0%
28.6%
20.6%
20.0%
21.4%
9.3%
14.7%
14.8%
17.9%
13.6%
10.5%
9.3%
5.4%
4.9%
21.5%
4.7%
9.5%
10.5%
11.5%
12.2%
4.1%
3.0%
5.1%
0%20%40%60%80%100%
Manage traffic congestion
Provide recreation programs for adults
Be able to get around by bicycle
Support environmental sustainability
Provide arts and cultural programs
Repair and maintain local streets
Be able to get around on foot
Healthy business climate
Provide recreation programs for kids
Provide trails and paths
Provide parks at a convenient location
Provide library services
Provide local police
Fire protection and emergency medical
services
Very Satisfied Somewhat Satisfied Neither Satisfied Nor Dissatisfied Somewhat Dissatisfied Very Dissatisfied
Satisfaction-Importance Matrix
(1)
(2)
(3)
(7)
(6)
(4)
(5)
89%
91%
93%
95%
97%
99%
50%55%60%65%70%75%80%ImportanceSatisfaction Legend:
(1) Repair and maintain local streets
(2) Traffic congestion on city streets
(3) Healthy business climate in Carlsbad
(4) Environmental sustainability
(5) Safe and convenient ways to get around on foot
(6)Trails and paths for hiking and running
(7) Recreation programs for kids
Additional Questions:
Energy Efficiency Investments
•70% have or plan to convert their yard to low or no water usage
•2 out of 5 residents have or plan to install solar electric panels on their roof
Mobility Choices
•3 out of 5 adult residents prefer to walk whenever possible rather than driving
•Over one third of adult residents have or are considering purchasing an electric vehicle
City Library Renovations (Cole & Dove)
•82% of residents are aware of the renovation at Cole & Dove libraries
•Of those aware, one third are more likely to increase visits to Cole and/or Dove
because of the renovations.
What We Learned I
Key Indicators remain high, but there has been a
decrease compared to the 2012-2015 averages
o Measures of quality of life experienced the
smallest decline of the key indicators.
o Overall satisfaction with the City’s provision of
services is just below 90 percent.
o Confidence in local government to have a positive
impact has fallen just below 80 percent.
What We Learned II
Demographics differences are emerging in how residents
perceive the City
o 90% of males between 18-24 indicated they were confident
in the city, compared to only 67% of women between 45-54
years old.
o Residents who live in Northern Carlsbad (92008 or 92010)
were twice as likely to lack confidence in the city (32% vs.
16%), compared to Southern Carlsbad (92009 or 92011).
What We Learned III
Generally, residents placed higher levels of
satisfaction on those specific services they also
placed a higher level of importance upon
o With the exception of:
Traffic and roads
Healthy business climate
Environmental sustainability
Safe and convenient ways to get around on foot
[bw] RESEARCH
PARTNERSHIP