HomeMy WebLinkAbout2020-10-22; Carlsbad 2020 Census; |Barberio, Gary| Murphy, Jeff| de Cordova, David|To the members of the:
CITY COUNCIL
Date '0h7..} 'JO CA _!_CC L
CM ...:& ACM }.... DCM (3) ..!::_
Oct. 22, 2020
To:
From:
Via:
Re:
Council Memorandum
Honorable Mayor Hall and Members of the City Council
Gary Barberio, Deputy City Manager, Community Services
Jeff Murphy, Community Development~ctor
Geoff Patnoe, Assistant City Manager @_,,
Carlsbad 2020 Census
{cityof
Carlsbad
Memo ID #2020238
This memorandum provides information regarding Carlsbad's 2020 Census response rate results.
Background
The California Legislature appropriated $26.5 million for California counties to conduct outreach
for the 2020 Census. The San Diego Association of Governments (SAN DAG) served as a support
to the Census Bureau and member agencies, like the City of Carlsbad, in preparing for the 2020
Census. With a goal to achieve a complete count of all residents in the San Diego region, SAN DAG
coordinated local outreach efforts and administered $1,565,350 in state grant funding to support
a grassroots approach to reaching communities least likely to self-respond to the 2020 Census.
These "hard to count communities" include, but are not limited to people without broadband
internet access, children under the age of five and individuals with limited English proficiency.
SANDAG awarded the City of Carlsbad $10,850 in grant funds. These pass-through funds were
spent to support Census 2020 01:1treach and education in Carlsbad; aiming to reach, educate,
motivate, and activate individuals who are traditionally excluded and undercounted in census
efforts, including:
• Families living in designated affordable housing
• Homeless and unsheltered residents
• Seniors
• Children and families participating in MAAC Headstart programming
Census outreach was conducted at city libraries (Census Assistance Centers), the Senior Center,
city parks, and homeless service centers (i.e. Carlsbad Homeless Outreach Team, Church of the
Advent, Showers of Blessings, and Catholic Charities La Posada). Door to door outreach was also
conducted in the Village and Barrio (placement of door hangers) as well as a massive social media
campaign organized by city Communications staff.
Community Services Branch
Community Development Department
1200 Carlsbad Village Drive I Carlsbad, CA 92008 I 760-434-2810
Council Memo -Carlsbad 2020 Census
Oct. 22, 2020
Page 2
The COVID-19 pandemic brought with it a unique set of challenges. Outreach events and
activities pivoted from in person engagements to digital communications and virtual experiences.
Results
Because of the city's consistent and diverse approaches to engagement, Carlsbad finished up
with the second highest Census 2020 response rate in San Diego County. Below are some Census
2020 quick facts for Carlsbad:
✓78.8% response rate (second only to Poway at 83.9%)
✓5% increase in response rate over 2010 (despite the pandemic)
✓Census tract response rates ranged from a high of 87.8% to a low of 56.9%
✓Only two census tracts had a response rate decrease in 2020
o Census Tract 179.01 -65.9% in 2020, 68.9% in 2010 {Village/Barrio adjacent)
o · Census Tract 180 -56.9% in 2020, 58.7% in 2010 (along the coast)
✓The lowest responding census tracts are those located along the coast with the highest
percentage of second homes and short-term vacation rentals.
Next Steps
Once the information has been tallied, the final 2020 Census Report will be distributed to the
states, who will distribute them to the respective cities/counties. Once received, staff will
forward the 2020 Census results to the City Council.
Attachments: A. SANDAG Census Outreach: Final Report Summary PowerPoint Presentation
cc: Scott Chadwick, City Manager
Celia Brewer, City Attorney
Kristina Ray, Communication & Engagement Director
Mike Peterson, Assistant Community Development Director
Kerry Jezisek, Senior Program Manager
2020 Census Outreach
Final Report Summary
Item 4 I October 2·1, 2020
Goals
•·Awareness
•Access
• Self-response
SANDAG
ATTACHMENT A
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i:
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Complete Count Committee
•• . Administrative Community Based
• Jurisdictions
COUNT #[ Organization (ACBO) 2020
• Elected Officials • Community-Based Organizations • First S Representative
• Educators (CBOs) • Religious Groups
* Native Americans/ Tribal • Ethnic Groups • Unions
Governments • Seniors/Older Adults • Homeless
• Philanthropy • Immigrant/Refugee Community • LGBTQ .
• Business.Community
• Transit Agencies
• Libraries
CA Census
Office
• Farm Workers
• People with Disabilities
-US Census
Bureau
Services Provided by SANDAG
3
• Veterans
• Imperial County
••
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Activities & Impressions (Part I)
Reported Through September 30, 2020
Activity Completed Impressions
Adverlising 329 12,423,476
Alen Sign Up 6 9,218
Boolhs 228 397,271
Canvassing 261 40,037
Census Assislance Centers/l(iosks 66 4,453
Collateral 69 314,835
Convening 73 1,648
Curriculum 2 105
Education Forum 4•1 3,310
Email 2,954 1,515,613
Event 452 467,362
Fliers 367 269,309
Food/Resource Dislribution 272 22,781
Form Completion Assistance 9 339
lmplemenlalion Plan Workshop 22 606
••
Cfl/1"111(
SA.Ml!JAG 2020
_ ...............
·Activities & Impressions (Part II)
Reported Through September 30, 2020
Activity Completed Impressions
Mailers 9 51,214
Other Media 132 4,073,323
t;1eeUng · 250 81,540
Newsletter 13 124,031
Nudge Alert 52 605,745
Other 311 206,167
Phone Banking 246 73,224 I, ;1 Pledge Cards 16 1,531 ti
Social Media 862 1;255,185 [i
Speaking Engagement 175 2,720,728 r Texllng Campaign 25 55,264 j!
Training Delivery 51 74,908
fi Translation 3 1,103
Weblnar 15 23,100 I!
Tola! 7 314 24,817 506 11
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Hard to Count Community (HTC) Impressions
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Asian-Americans & Pacific Islanders (AAPI)
Seniors/Older Adulls
Immigrants & Refugees
Latinos
People with Dlsabllilles
Veterans
Limited-English Proficient lndl\ilduals and Families
Low Broadband subscription rates and limited or no acces_s
Lesbian, Gay, Bisexual, transgender, and Questioning (LGBTQ)
African Amertcans
Middle-Eastern and North Africans (MEiJ.A)
Homeless Individuals and Families
Farmworkers
Native Americans & Tribal Communities
6
8,984,922
1,528,005
1,480,188
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142,897
137,602
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·Language Impressions
Reported Through September 30, 2020
language Impressions
Spanish 312,367
Mandarin 148,219
Tagalog 104,227
Filipino 75,102
Vietnamese 62,526 i;
Arabic 32,754 l Chinese 18,160 I Cantonese 1,816
Farsi 921 I Hmong 364
011,er_Language(s) 296
Hindi 65
1. Japanese 40
l(orean 20 I,
Armenian 1 -I
Russian I I i ••• CA I .
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Self-Response Rates
As of October 16, 2020
Jurisdiction 2020 Rate 2010 Rate Difference
Carls~ad 78,8_% 73.4% 5.4%
Chula Vista 74.8% 69,3% 5.5%
Qorg.naPo 63,4% 62.2% 1,2%
Del Mar 58.9% 61.5% -2,6°/~
El Cajon 73.6% 66,0% 7.6%
Encinitas 74.1'/4 70.7% 3,4%
Escondido 74.1% 68.8% 5'.~%
lmP,erlal Beach 66.7% 64.2% 2.5%
L~ Mesa 75.7% 66.7% 9.0%
Lemon Grove 73.1% 68.2% 4.9%
National City 69.2% 66,6o/o 2,6%
Oceanside 14:1°i. 67.2% _6,9%
PO\vay 83.9% 77,1% 6.l\%
-San Diego 74.0% 69,3% 4.7%
San Marcos 76.8% 70,0% 6.8%
Santee 76.4% 73.7% 2.7%
Solana Beach 69.8% 64.5% 5.3%
Vista 73.9% 67.3% 6.6%
Countywlde 73.8% 68.0% 5.8%
Statewide 69.6% 73.0% -3.4%
Nationwide 66.9% 74.0% --7.1%
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Challenges
0 Pandemic .
• Facility closures
• Staffing constraints
0 Branding
0 Timeline changes
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California Complete Count -Census 2020
REGION 10
SANDAG Stakeholder Meeting
CENSUS
2020
BE COU NTED , CALIFORNIA!
Connie Hernandez
Regional Program Manager
October 21, 2020
OVERVIEW
• Role of the State
11 Critical Success Factors for 2020
• Operational Plan and Support Overview
a · Then 2020 happened
• From our Perspective-what we witnessed in Region l 0
• Self Response Rates -As of today
• Thank You Region l O
12
~ ~
• Oper tional Plan u po ·t ver ·1e
• Implementation Plan Worksl1ops
Contracts and Funding
Implementation plans, Strategic Plans,
NRFU plans, Budget .
SwORDDato
'
'---"---~--""'--~..;;....~~·] :. SwORD Data Support
Sacramento Partner Convening
Communications and Media Support
Collateral (in-language)
Training
hen 2020 Ha
• Operational Guidelines
R~~icated RPM and assigned support
Weekly Portner Calls
• W!'!ekly Regional Calls
Weekly Peer Learning Lab
Weekly SwORD support
Weeks of Action
Get Out the Count (GOTC} efforts
• Began with Citizenship Issue
• COVID 19 pandemic
• Shelter in Place
• Closures and Cancellations
• Facing Social Unrest because of Racism & Injustices
• Wildfires
• USCB Timeline changes
• UCSB Update Leave Protocol
changes
• Court filings against USCB timeline
• Court orders that remain on-going today!
14
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m our per _ pectiv
Region 1 did this:
Acted with urgency to reach our communities
Immediately pivoted to digital and online efforts
• I
Planned and Implemented Weeks of Action-muttiple times
Worked through essential community needs (food. shelter,
health, safety)
lncreosed collaboration with media and other partners
Rallie_d around social justice issues to align with their
communities
Increased your own capacity through organic organizing ond
networking
Developed and support trusted messengers lo amplify
messaging
Proactive responsiveness to Census operational direction from
the Slate of CA
Generous of !heir lime. resources and energy throughout the
state campaign
Sacrificed much to help the region exceed Seit Response goals and achieve a complete ~nd accurate count.
Pl nnir g for 20 _O
Who! coulc1 wed) be-Her? Be ·1 practices?
Operational
Identification of key roles and corresponding hiring limefines, especially for teode_rship roles. Shrud be at more than 2yeors out.
Conversolions with partners, spe<;ificolly county oorticipolion in census lo start much eartie1 la avoid opemlional delays. More than 2 years out.
~'/i\l',.,P,ndreosonable1assionrnent of duties for RPMs,_Reqion I0hRPM held ~!f.'·e roies early 1n t ,e comprngn aeotmg overstgr 1rgops in li 1e region
Lapse in time from contracts lo P<1YfTl!!!ll of partners con be improved. Partners were waiting on payments wilhoul clear i:,,ocess and
communication to partners.
Sufficient slotting fcr ACBO. Lead should hove a support team of their own.
Communicollon
Whal worked well wo, the timefiness. delivery and api:,,oach RPM used to comm..,nicote key ,nforrnotion to partners.
eJi6fn'g;t'ifu~~:fg; ~~1k~~~:;}~?;~ ~kl~t~a~~l~c~ner
was repealed and re,nforcei:J through these various channels)
fr~~~\J?" ~oi~i~~~olions early on. Advance contract
Data Support
SirnpUfy dalo retrieval on SWORD.
Have much earlier training and odoplolion of SWORD for users.
~~5J'nt:1?~r~~~i~~rti~~~l~~~~~;g~u~f's~b.
Photo crodil! Counlmo2020 Focebook pogos
15
. 7 e . AIT Phot_o credd; JnAnn Field; and Counlme2020 Facnbool: pag.-i1 , . ,
Region 10 Self Respo se
National 67% 74% 66.8% -0.2%
California 70% 68.2% 69.4% 69% -0.6%
Snn Diego 73% 68% 73.7% 73.4% +0.7%
Imperial 60% 58.5% 62.3% 61.9% +2.3%
Murrieta
S,-ORD l0/ 13/20
16
ates
-7.2%
+l.2%
+5.7%
+3.8%
1,,. __
I
r'
....:-->-J
I Y11mil
9~ g
JO
THANK YOU
Mil Gracias!
Connie Hernandez
Regional Program Manager
Region 10
San Diego and Imperial Counties
17
CENSUS
2020 -
BE COU NH O, CALI FO RN IA!