Woodstock, Illinois 2023 Annual Survey Results

City of Woodstock – September 6, 2023

Annual Community Survey Results

Main Objectives & Key Understandings • Understand the priorities of Woodstock residents • Understand current communication methods being utilized • Find out where residents go to get City information and how often they look for it

• Obtain metrics that will serve as a benchmark and key performance indicators to contrast measurable results in the future • Obtain an overall understanding of residents’ impressions of the City and its current facilities in an effort to also gain feedback for improvements to increase engagement

• Obtain benchmark data for customer service and response time for all departments

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Results and Responses • Survey ran from June 13 through August 1, 2023 • Total survey responses 1,567 (1,758 in 2022) o Complete responses: 77%

• Population of Woodstock = 25,829* o Survey represents 6.1% of the total population

• Variables That Might Reflect In the Number of Responses o Multiple Surveys by the City in 2022/2023, Length of Survey, Time to Take Survey

*2021 Census ACS 3

2023 Marketing Plan • Digital Survey Offered in Spanish and English • Social Media Postings across all platforms weekly, including Facebook Groups and Other City Department Sites

• Two Separate Emails distributed to database of 4,760 residents • Banner & Listing on City Website • Half-page Woodstock Independent Ad in Total Market • Advertising on all City Digital Signs • Flyers in Kiosks on Square • A-Frame Posters with QR Code on Signage at City Band Nights & Movie Nights

• Flyers distributed to Woodstock Chamber’s Business Owners Monthly Meeting • Flyer/Posters at the Woodstock Public Library • Marketing Video Posted on Social Media

• Press Releases Submitted, Resulting in a Northwest Herald Article and Woodstock Independent Article and Blurb in the McHenry County Government Center’s McHenry County THRIVE Newsletter • Flyers distributed to SOAR at the DORR + Marketing Team Visit for In-Person iPad Surveys

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What is Net Promoter Score?

It is a measure used to gauge customer loyalty, satisfaction, and enthusiasm with a company/organization that's calculated by asking one question: “On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?”

The Math: Promoters (9-10), Passives (7-8), Detractors (1-6)

Promoters - Detractors = Net Promoter Score

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What is A Good Net Promoter Score?

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Q1: How Likely Are You to Recommend the Following to a Friend or Colleague?

2023

2022

-5.4

-12.83

Recreation Department Programs

-26.77

-29.23

Recreation Center Facility

-53.75

-52.79

Woodstock Water Works Aquatic Center

3.75

-3.14

Opera House Shows/Programs

15.01

2.15

27.52

22.53

-33.09

-46.61

1.49

-7.59

18.9

11.23

-46.34

N/A

60%

80%

City of Woodstock Parks

Woodstock Public Library Stage Left Café (Stage Left Café) Living in the City of Woodstock Visiting the City of Woodstock Opening a Business in Woodstock 0%

Strongly Would Not Recommend Would Recommend

20%

Would Not recommend Would Strongly Recommend

40%

100%

Neutral

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Key Takeaways • We have a large Strongly Recommend category in each group • We don’t have a lot of Strongly Not Recommend or Not Recommend • Scores are deeply impacted by the Neutral category and this is the most opportunity for growth

• These scores serve as a benchmark each year to see how we are improving over time

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Q2: For the Item(s) You Rated the Poorest Above, How Could the City of Woodstock Improve That Service or Experience?

• Fix the Roads

• Get Rid of Bag Tax

• Build a New Recreation Center • Maintain & Improve Parks

• Small Businesses – Added Support, Collaboration, Helping Someone Start Out, Incentives

• More Businesses

• Invest in Infrastructure

• Lower Taxes

• Parking

• More Programming Options (All Departments)

• Make Consistent Improvements/Updates • More Shopping Options • Better Traffic Flow

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Q3: How do you rate the quality of the City of Woodstock Parks?

Answer Choice (Scale from 1 – 100)

AVERAGE NUMBER

2023

71

2022

66

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Q4: In the Last Year, What City of Woodstock Facilities Have You Used?

2023 City Parks Park Fields

2022

Walking Paths

City Parks Park Fields Walking Paths Park Playground Equipment Woodstock Water Works Pool Recreation Center City Hall Public Library Opera House Stage Left Café Police Station

Park Playground Equipment Woodstock Water Works Aquatic Center Recreation Center City Hall Public Library Opera House

0%

50%

100%

Stage Left Café Police Station (Estación de policía) 0%

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

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Q5: Please Rank the Following Sources You Go to First to Find Out About City News, City Events and City Info?

1.

The Woodstock Independent

2.

The City Scene

3.

What’s Happening In Woodstock

4.

The City Website

5.

Real Woodstock

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Q6: In The Last Month How Many Times Have You Looked for City Info?

ANSWER CHOICES

RESPONSES

1 time

13.31%

2-3 times

40.66%

4-5 times (4-5 veces)

19.85%

6 or more Times (6 o más veces)

17.87%

None (Ninguno)

8.31%

TOTAL

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Q7: What is your Preferred Method to Receive Info About Events and City Updates From the City of Woodstock?

City Website City Social Media City Emails City Text Message Direct Mail Other 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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Q8: How Often Would You Like to Receive Information About Events or City News?

Daily

Weekly

Monthly

Quarterly

Annually 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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Q9: How Would You Rate the City’s Level of Communication with Residents and Businesses in the Last Year Compared to Previous Years?

59

0

10

20

30

40

50

60

70

80

90

100 *New Question in 2023 16

Q10: Please List in Order What Priorities You Believe the City of Woodstock Should Focus on this Year.

2022 Recycling Road Repairs Communication Residential Development Code Enforcement Parks Intergenerational/Accessible Park Sidewalks/Walkability Bicycle Routes Additional Library Programs Additional Recreational Programing Additional Opera House Programing New Resident Services

0

5

10

15

20

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Q11: How Would you Rate the Customer Service of the Following Departments?

50.00% 45.00% 40.00% 35.00% 30.00% 25.00%

Poor

20.00%

Fair

15.00%

Neutral

10.00%

Good

5.00%

Outstanding

0.00%

N/A

*New Question in 2023 18

Q12: How Would You Rate the Overall Timeliness and Responsiveness of the Following Departments?

60.00% 50.00% 40.00% 30.00%

Poor Fair

20.00% 10.00%

Neutral Good Outstanding

0.00%

N/A

*New Question in 2023 19

Q13: Which Race/Ethnicity Best Describes You?

ANSWER CHOICES American Indian or Alaskan Native

RESPONSES

PERCENT OF POPULATION According to Census 2021

0.73%

0.25%

Asian / Pacific Islander

0.89%

1.95%

Black or African American

0.81%

2.16%

Hispanic

5.83%

22.33%

White / Caucasian

87.93%

82.07%

3.81%

13.58%

Multiple ethnicity / Other (please specify)

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Q14: What is Your Age?

ANSWER CHOICES

RESPONSES

Census 2021

Under 18 (Menores de 18 años)

0.32%

22.60%

18-24

1.29%

11.67%

25-34

11.71%

13.17%

35-44

21.73%

12.32%

45-54

18.74%

14.14%

55-64

21.41%

12.27%

65+

24.80%

13.89%

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Q19: How Much Do You Believe the City of Woodstock is Committed to Actively Supporting Diversity, Equity and Inclusion?

ANSWER CHOICES Slider 1-100

AVERAGE NUMBER

2023

72

2022

69

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Q20: What Could the City of Woodstock Do to Improve Your Experience Living in Woodstock?

• Fix/Repair Streets

• Invest in Parks

• Bike Paths

• Maintenance & Upkeep

• Better Restaurant Options

• Bring in a Hotel

• Lower Taxes

• More Family Friendly Options

• Make it More Accessible with Sidewalks

• More Older Adult Programs

• Improve the Rec Center

• Better/More Shopping Options • Lower Property Taxes • More New Business

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Q21: What could the Recreation Department do to encourage the use of the Recreation Center and Woodstock Water Works Aquatic Center?

• Better Building

• Change the Hours

• Inadequate Facilities

• More Classes & Programs

• Pricing – Cheaper or Free

• Consider Working Parents

• More Parking

• Advertise

• More Space

• More Senior Programs

• New Rec Center

• Longer Season & Hours at WWW

• Update Facility • Needs New Equipment

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Q22: What could the Opera House do to Encourage Use of its Facility?

• Better Shows

• It’s Expensive

• More Diversity

• More Concerts & Plays

• Improve the Programming

• Improve the Seating Situation

• More Marketing/Advertising

• Start Attracting a Younger Crowd

• Continue the Great Job

• I Don’t Really Go There

• More Parking

• Lower Ticket Prices, Discounts • Family Performances • Bring in Big Names

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Q23: What could the Library do to Encourage Use of its Facility?

• Nothing

• Library is Great

• Love the Library

• Keep up the Good Work

• Advertise/Marketing

• Social Media

• Better Programming

• Later Hours/Hours on Sunday in Summer

• Change Activities • Expand

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Q24: What New Businesses Would You Like to See in Town?

• Target

• Bakery

• More Restaurants

• Hotel

• Chain Restaurants

• Fine Dining

• Trader Joe’s

• More Variety

• Dispensary

• Nice Restaurants

• Olive Garden

• Higher End Businesses

• More Shopping/Retail

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