Community Survey for the Wheeling Park District

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COMMUNITY SURVEY FOR THE WHEELING PARK DISTRICT aQity Research & Insights Evanston, IL February 2, 2016 Presentation


Survey Methodology 

Results based on phone and online surveys of 306 Wheeling residents.  Two waves of postcards to all Wheeling households with invitations to online surveys, followed by phone outreach to non-respondents.  Phone and online surveys available in English and Spanish.  n=227 completed online; n=79 by phone. Survey was conducted “blind” – WPD not identified as survey sponsor.  Avoids self-selection bias;  Ensures more frank and objective feedback on the WPD.

Data collection period: November 9th - December 6th, 2015.

Sample weighted to Census (gender, age, children in HH, ethnicity).

Maximum margin of error is +/- 5.6% (at 95% confidence level). 2


Survey Respondents and Regions

3


Key Findings: Wheeling Park District Held in Very High Esteem Esteem Ratings: Local Agencies

Indian Trails Public 5% 11% Library Wheeling Park District

10% 9%

County Forest Preserve 6% District

23%

Wheeling Village Government

22%

Local Elementary School District 21 or 23

81%

26%

High School District 214

Township Government

84%

18%

67% 17%

60%

14%

64%

26% 34%

Unfavorable (0-4)

56% 18% Neutral (5)

48%

Avg. (mean) rating

% Unfamiliar

8.1

11%

7.4

5%

7.0

19%

6.4

28%

6.3

11%

6.1

20%

5.5

28%

Favorable (6-10) 4


Key Findings: WPD Esteem Close to Benchmarks Avg. (mean) Rating

Esteem Ratings: WPD And Other Park District Benchmarks

Wheeling Park District

10% 9%

Statewide Benchmark* (late-2013)

9%

81%

76%

15%

N Cook/ S Lake counties** 5% 12% (late-2013)

Unfavorable (0-4)

7.4

7.2

7.7

83%

Neutral (5)

Favorable (6-10)

5


Key Findings: Likes, Dislikes of WPD Top Likes/Strengths of WPD Good activities/programs

32%

Pools/Aquatic Park

Heritage Park

12% 9%

7%

Pleased with CRC (in general)

7%

Cost/Fees

Park/Playground Issues

Program issues

Buildings/Facilities Issues

Good management, staff, communications

7%

Convenience (location, access)

7%

Nothing I like about the WPD

18%

17%

16%

8%

Good parks (in general)

Don’t know of anything, not familiar, don’t use the WPD

Administrative Issues

16%

Well-maintained parks CRC Fitness Center, indoor track

Top Dislikes/Improvement Opportunities of WPD

Don’t know of anything, not familiar, don’t use the WPD

13%

12%

16%

10% 4%

Nothing I dislike about the WPD

18%

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Key Findings: Parks/Recreation/Space Are Assets; Taxes/Schools are Concerns Satisfaction with Local Issues (0-10 Scale)

12% 24%

61%

55%

50%

44%

42% 27%

16%

Neutral (5) Not Satisfied (0-4)

17%

17% 9% 13% Village services

15% 14%

11% 16%

Very Satisfied (8-10) Somewhat Satisfied (6-7)

34%

18%

21%

21%

16% 13%

25% 15%

61%

18% 37%

15%

20%

Availability Number of Amount of of parks open space recreational (trails, activities & natural facilities areas)

19% Level of crime, safety

24%

Level of jobs, economic growth

Quality of public schools

Property taxes

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Key Findings: Importance of Local Issues Most Important Local Issues: Top Two Responses

Property taxes

16%

Level of crime and safety

30%

Quality of public schools

13%

Village services (streets, water, fire, police) Level of jobs, economic growth

8%

5%

= 8%

Availability of recreational activities, facilities

4%

= 7%

= 50%

= 29%

12%

Amount of open space

Number of parks

20% 16%

18% 11%

= 53%

37%

= 30%

= 19%

= 3% 2nd Most Important

Most Important 8


Key Findings: Estimated Share of Property Taxes to WPD

Estimated Percent of Property Taxes Going to the WPD

10% or more 19% 8%-9% No idea 53%

Provided Estimate 47%

3% 3%

7%

12%

5%-6%

10%

Less than 5%

Average Estimate: 10.0% of Property Taxes Go to WPD

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Key Findings: Perceived Value of Property Tax Dollars to WPD

Q8. For households in the Wheeling Park District, about 7% of property taxes goes to the Wheeling Park District. Thinking about the services, facilities, and programs that the Wheeling Park District provides and the amount of your property taxes that go to the Park District, how would you rate the overall value of your property taxes that go to the Park District?

Avg. (mean) Rating:

6.1

6.7

19% 50% Good/ Excellent Value

31%

7.3

26% 70%

37% Excellent (9-10)

79% 44%

Good (6-8) 42%

30%

Poor (0-4)

14% 20%

16%

Wheeling Residents

Statewide Benchmark (2013)

Neutral (5)

12% 9% N. Cook/S. Lake Cos. (2013) 10


Key Findings: Recent Usage of WPD Parks/Facilities

Visited/Used Wheeling Park District Facility or Park in Past Year?

Yes 72% No 28%

% Reporting (n=222)

% All Respondents (n=306)

Community Recreation Center

77%

56%

Heritage Park

48%

32%

Chevy Chase Country Club

30%

22%

Outdoor Aquatic Center

29%

19%

Husky Park

20%

13%

Horizon Park

17%

11%

Childerly Park

16%

11%

Pleasant Run Park

8%

5%

Chamber Park

7%

5%

Northside Park

6%

4%

Malibu Park

4%

3%

Denoyer Park

3%

2%

Meadowbrook Park

3%

2%

Other/Not sure of name

3%

2%

WPD Parks/Facilities Used or Visited in Past Year

n = 222

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Key Findings: Focus on Chevy Chase Country Club

Visited/Used Chevy Chase Country Club in Past Year?

No 78%

Yes 22%

Aware That Chevy Chase is Public Facility Owned by WPD? Yes 60%

No 40%

Which Amenities/Facilities? Banquet Rooms

61%

Traditions Golf Course Other

53% 12% 12


Key Findings: Focus on Chevy Chase Country Club

Reasons Why Household Has Not Used/Visited Chevy Chase Country Club for Golf/Events

Do not golf/No interest in golfing

42%

Unaware of facility, events at Chevy Chase

29%

Too expensive, fees too high No time, too busy

14% 6%

Activities/Facilities/Amenities To Increase Likelihood of Using Chevy Chase Country Club

Hold events, family activities, open house

22%

Lower the cost/greens fees

14%

Improve restaurant/bar/catering

5%

Provide more information/Raise awareness

5%

Need be invited for an event

4%

Add golf-related improvements (e.g., mini-golf, etc.)

I'm too old/poor health/disability

4%

Nothing I can think of

No reason, just not interested

8%

Not sure/Not familiar enough with Chevy Chase

Don't know/Refused

7%

Not sure/Do not golf

3% 31% 16% 5%

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Key Findings: Focus on CRC Visited/Used CRC in Past Year?

No 44%

Yes 56%

Aware of CRC Location Behind Village Hall on Dundee Road? Which Amenities/Facilities? Yes 88%

No 12%

Fitness Center

53%

Arctic Splash Indoor Pool

45%

Gym Space

31%

Rented Rooms

20%

Other

20% 14


Key Findings: Focus on CRC

Reasons Why Household Has Not Used/Visited CRC

Too busy/Not enough time

28%

Just not interested/Not very active

17%

Use other facilities for recreation/activities

13%

Cost/Fees too high

11%

I'm too old/Poor health

11%

No children/Children are all grown

7%

Unfamliar with CRC, its amenities

6%

Poor location, access/parking issues No programs/activities of interest to me

5% 5%

Inconvenient times/schedules

4%

Too crowded/Not enough availability

3%

Ways To Increase Likelihood of Using CRC

Lower fees/Costs are less elsewhere More events, concerts, etc.

13% 9%

Upgrade the fitness center

7%

More exercise/fitness programs (e.g., yoga, Pilates, etc.)

7%

Better hours/evening programs

5%

Pool improvements (rentable, larger)

5%

More volleyball

5%

More programs for seniors

3%

More rentable space

3%

Nothing, just not interested

3%

Nothing I can think of Not sure/Not familiar enough

27% 13%

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WPD Park/Facility Users Are Very Satisfied With Their Experiences

Overall Satisfaction with WPD Attributes

Maintenance/Upkeep of WPD buildings, facilities Maintenance/Upkeep of community parks

Level of service provided by WPD staff 6% Number/Variety of WPD facilities available

10% 12%

Number/Variety of parks available

13% 10%

Safety/Security at WPD parks and facilities Ease of Access/Parking at WPD parks and facilities

Dissatisfied (0-4)

13% 10%

Neutral (5)

13% 16%

8.0

4%

7.9

7%

7.7

12%

63%

7.6

10%

61%

7.6

6%

60%

7.3

8%

7.3

4%

69%

14%

16%

% Unfamiliar

72%

9% 6% 13% 8% 9%

Avg. (mean) rating

12% 15% 16% 14% 17%

Somewhat Satisfied (6-7)

66%

57%

Very Satisfied (8-10) 16


Resident Awareness and Appreciation of Recent Park Improvements Awareness of / Satisfaction with Local Park Improvements In Your Neighborhood

No 47%

Yes 53%

Avg. (mean) rating 7% 9%

21%

Dissatisfied (0-4) Somewhat Satisfied (6-7)

63%

7.7

Neutral (5) Very Satisfied (8-10)

Awareness of / Satisfaction with Park Improvements Throughout Wheeling

No 52%

Yes 48%

Avg. (mean) rating

1% 19%

16%

Dissatisfied (0-4) Somewhat Satisfied (6-7)

64%

7.9

Neutral (5) Very Satisfied (8-10) 17


WPD Program and Event Usage

% Reporting (base n=98)

Program/Event

Participated in WPD Program/Event in Past Year?

Yes 32%

Events, such as: Special Events (Fallapalooza, Boonanza, Incredible Egg Scramble, Winter Festival, Thanksgiving Feast, etc.) Outdoor concert series Outdoor Movies in the Park Chevy Chase 5K Run Youth Programs, such as: Swimming/Aquatics Youth sports clinics, lessons, etc.

62% 42% 23% 16% 3% 53% 39% 14%

Before-/After-school programs Tennis Youth team sports, leagues Ice skating

13% 7% 6% 5%

Performing Arts programs Cultural Arts Preschool programs Golf

5% 4% 2% 1% 54% 34% 23% 8% 5% 4% 1% 1%

No 68% Adult Programs, such as:

Fitness programs Swimming/aquatics Golf Adult general interest programs/classes Adult team sports or leagues Tennis Cultural arts

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Strong Satisfaction Among WPD Program/Event Participants

Overall Satisfaction with WPD Programs/Events

2% Overall Satisfaction with WPD Programs/Events

Avg. (mean) rating 10% 13%

Dissatisfied (0-4)

75%

Neutral (5)

Somewhat Satisfied (6-7)

8.2

Very Satisfied (8-10)

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Reasons for Non-Participation

Reasons Why Household Has Not Participated In/Attended WPD Program or Event in Past Year

Too Busy, Don't Have Time

38%

No Children/Children Are Grown

32%

Cost/Fees Too High

20%

Unaware/Unfamiliar with WPD programs/events

18%

Just Not Interested/Not Active

14%

Programs Don't Meet my Needs

14%

Inconvenient Times/Dates

12%

Go elsewhere for recreation/activities

9%

Difficult to Register

4%

I Travel Too Much

4%

Poor Health/Mobility Issues

3%

Location Issues/Lack of Transportation

2%

Negative WPD program/event experience

2%

No Particular Reason

11% 20


Net Promoter Scores (NPS) For WPD Parks/Facilities and Events/Programs

For WPD Parks/Facilities (among recent users)

NPS* = +14

For WPD Programs/Events (among recent participants)

NPS* = +24

45%

Promoters (9-10)

24%

Passives (7-8)

31%

Detractors (0-6)

43%

Promoters (9-10)

Passives (7-8)

38% 19%

Detractors (0-6)

Likelihood to Recommend WPD Parks/Facilities

Likelihood to Recommend WPD Programs/Events

Average Rating = 7.4

Average Rating = 8.1

Q. (IF RECENT WPD USER/PARTICIPANT): On a zero through ten scale, how likely are you to recommend Wheeling Park District to friends and neighbors? Zero means not at all likely and ten means extremely likely. * Net Promoter Score (NPS) = % Promoters - % Detractors

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Demand/Interest/Usage of Recreational Facilities

Current Usage/Need for Recreational Facilities (% Yes)

Trails for walking, biking

85%

Indoor fitness facility

65%

Nature center

63%

Indoor pool

58%

Outdoor pool/aquatic center

52%

Indoor gym for sports/activities

51%

Off-leash dog park

33%

Golfing

23%

Skateboard park

6%

Other facilities

13% 22


Quadrant Analysis: Determining Opportunities and Unmet Demand

Respondents expressing interest/need/usage of each facility also rated how well those needs are currently being met (0-10 scale) The results are reported using scatter plots: 

Vertical Axes: Overall demand for each facility (based on % who indicate usage or interest).

Horizontal Access: The % reporting this “need” is currently being met (0-10 scores). 100%

Meeting High Demand: High demand is being met

High Priority Needs: High demand not met 80%

Facility C Facility G Level of Demand (% Currently Using/Interested In Using)

Facility E

Facility A

60%

40%

Facility F

Facility D

Facility B

20%

Low Priority Needs: Low demand not being met

0% 0%

20%

Exceeding Demand: Meeting low demand 40%

60%

Degree of Meeting Demand/Need: % Saying Need is Being Met (on a 0-10 scale)

80%

100%

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Quadrant Analysis: Demand For Facilities Being “Somewhat� Met

100%

High Priority Needs

Meeting High Demand Trails for Walking/Biking

80%

Indoor Fitness Facility Level of Demand

Level of Demand (% Currently Using/ Interested In Using)

Nature Center

60%

Indoor Pool Outdoor Pool/Aquatic Center Indoor Gym/Fieldhouse

Off-Leash Dog Park

40%

Golfing

20%

Skateboard Park

Exceeding Demand

Low Priority Needs 0%

0%

20%

40%

60%

80%

100%

Degree of Meeting Demand/Needs % Saying Need is SOMEWHAT Being Met (Scores of 6+ on 0-10 scale)

24


Quadrant Analysis: Demand For Programs/Events Being “Somewhat� Met

100%

High Priority Needs

Meeting High Demand

Level of Demand (% Currently Using/ Interested In Using)

Level of Demand

80%

Outdoor Concerts/Movies Learning Programs (all ages)

60%

Weekend Family Events

Nature Programs Activities for Seniors

40%

Unique Athletic Events 20%

0%

Swimming Lessons

Youth Fitness Sport Training Programs

Exceeding Demand

Low Priority Needs 0%

20%

40%

60%

80%

100%

Degree of Meeting Demand/Needs % Saying Need is SOMEWHAT Being Met (Scores of 6+ on 0-10 scale)

25


Top Priorities: Parks/Facilities and Programs/Events Top Priority for Park/Recreation Facilities Trails for walking/biking

27%

Off-leash dog park

18%

Indoor pool

Nature center

Outdoor summer concerts, movies, etc.

20%

Weekend family events/ festivals

16%

Learning programs - all ages

8%

Indoor fitness facility

Top Priority for WPD Programs/Events

12%

Activities for seniors

8%

Unique athletic special events

5%

12%

6%

Outdoor pool and aquatic center

4%

Nature programs and education

5%

Indoor gym/fieldhouse

4%

Youth fitness programs

5%

Golfing Skateboard park Other facilities None are a priority/are important

Swimming lessons

2%

Specific sport training programs

1%

Other recreation programs/events

8% 15%

None are a priority/are important

3%

2%

4%

15%

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Sources of WPD Event, Facility and Program Information Most Frequent Sources for Information on WPD Events, Facilities or Programs

WPD brochure/program guide

42%

Village of Wheeling newsletters/website

41%

WPD website

35%

WPD mailings

28%

Local Wheeling print/digital media

19%

Visit a WPD facility

14%

Word of mouth from friends/neighbors

11%

WPD Email newsletter

10%

Call a WPD facility

8%

Call WPD Main office/administrative office

7%

Go to other websites/search engines

7%

Social Media sites Wheeling Patch (online) Other source

3% 1% 5% 27


Implications 

Overall, the Wheeling Park District is very highly regarded by village households. 

Virtually all are familiar with the WPD; most have recently used/visited a WPD park or facility.

One in three have participated in a recent WPD program or event.

Consistently, recent users and participants express very strong satisfaction with the quality of these experiences.

Likewise, many recognize recent improvements to WPD parks and are very satisfied with these initiatives.

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Implications (cont’d) 

Along with strong satisfaction and usage, improvement opportunities remain. 

Increased communication of WPD facilities, and especially its programs and special events, should remain a top priority.

Specifically, the WPD needs to clearly establish and differentiate its brand, as well as convey the value it represents.

Many currently look to non-WPD sources; as a result, there is less control over what information is shared.

Improving the District website to make it the “go-to” source for this information is a priority, while recognizing that the printed program guide is heavily used.

Many express a lack of awareness of the programs and events that the District offers; others remain unfamiliar with certain facilities (specifically Chevy Chase).

Increased marketing of existing programs and consideration of expanded events or schedules need to be pursued.

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Implications (cont’d) 

Many still do not recognize that Chevy Chase is a WPD facility. 

This historic and impressive facility is a missed opportunity for the District.

As the WPD explores new ideas for events, it should consider Chevy Chase as a potential venue.

Consider expanding summer events (concerts, movie night, etc.) that generate strong interest and moving them indoors to Chevy Chase during colder months.

The WPD needs to demonstrate the excellent value that it represents to the community, especially given its limited share of property tax dollars. 

Communicate efforts to control costs and to “do more with less” while providing high quality recreational opportunities is key.

Cooperation with other agencies (e.g., Heritage Park) supports the message.

Raising awareness of the wide variety of facilities and extensive program/event offerings will also demonstrate your strong value.

This “value” message is especially important given strong tax sensitivity. 30


Implications (cont’d) 

Facility improvements that warrant consideration: 

A nature center (Lake Cook property represents an opportunity);

An off-leash dog park (currently an unmet need within the community);

Upgrades to the CRC, particularly the fitness facility.

As reported, expanded outdoor summer events, family activities, and learning activities are considered the highest priorities for expanded recreational activities. 

While some express interest in more senior programs and activities from the WPD, even those who would be served by these programs (ages 55+) are divided on whether or not they represent a priority.

Keep in mind that the oldest Wheeling residents are among the most satisfied with the Park District, which suggests that they currently feel well-served.

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Discussion / Q&A

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