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Home My WebLink About1997-01-07 - AGENDA REPORTS - PUBLIC POLL ECONOMIC (2)TO: (5/eth ton C. Smyth CityCouFROM: alho ty ager DATE: January 6, 1997 - Study Session SUBJECT: 1996 Public Opinion Poll/Economic Development Strategy Update (A) Public Opinion Poll: In 1991, 1995, and 1996, the .City's Economic Development Division conducted public opinion polls of the City of. Santa ..Clarita. These survey interviews are conducted by telephone. By carefully following the correct. research methodology its possible to accurately project the opinions of the entire Cit`y'± 5%','from`a survey sample of approximately 500 persons. This presentation summarizes the results of the City's 1996 Community Opinion Survey. It compares City services with other cities, and ranks the importance of various issues, goals and projects. It also rates satisfaction with the City's services. As a community asset assessment tool, the survey helps define our strengths and weaknesses in terms of image and identity, as seen by the residents of the community. (B) Economic Development Strategy: This presentation summarizes the Economic Development program for the City of Santa Clarita. It highlights our past and current work program, the elements of our strategy, and accomplishments to date. tcecommenaatlons (A) Receive results of the 1996 Community Opinion Poll. (B) Receive and discuss the Economic Development Strategy report. Provide direction and priority for future economic development work efforts of staff-;^ GAC:MKH:tst + ' S:\CD\ECONOMIC DEV.\STRATMEM.MKH - Agenda Item: i - Agenda Item: 1996 Public Opinion Poll Santa Clarita, CA December 1996 Study conducted by:--%a+r*c�'a Ann Arbor, MI Table of Contents M NARRATIVE REPORT Highlights.................................................................................................................... 3 Introduction................................................................................................................. 4 Methodology.........................................................................:..................................... 5 Image.......................................................................................................:......:.......... 6 . Growth....................................................................................................................... 7 Employment.............................................................................................................. 10 CityServices.............................................................................................................. 11 Issues........................................................................................................................ 13 Useof Personal Computers......................................................................................... 18 Use of Media for Community News............................................................................. 19 Demographics..........................................................................................................: 20 TABLES Image................................................................................................................ Table 1 Affect of Growth on Image.. Table 2 Goalsfor year 2000............................................................................................Table 3 Employment....................................................................................................... Table 4 Distanceto Job ....................................................................................................Table 5 Lengthof Time to Job...........................................................................................Table 6 Interest in Working in Santa Clarita.......................................................................Table 7 Satisfaction of City Services ..................................................................................Table 8 Frequency of Contact with City Personnel...............................................................Table 9 Experiences with City Personnel..........................................................................Table 10 Quality of City Government................................................................................Table 1 I Importanceof Issues...............................................................:...........................Table 12 Top Three Issues Facing City...............................................................................Table 13 Use of Personal Computer ..................................................................................Table 14 Use of Internet Service 15 ........................................................................................Table Conduct City Business from Computer..............................................................:..Table 16 Main Sources for Community News 17 ....................................................................Table Newspapers..................................................................................................... Table 18 Communityof Residence ....................................................................................Table 19 Lengthof Residency...........................................................................................Table 20 Age............................................................................................................... Table 21 Typeof Dwelling................................................................................................Table 22 Total Annual Family Income ................................................................................Table 23 Gender............................................................................................................ Table 24 Highlights • 91 % of respondents stated that a positive image comes to mind when they hear the name, Santa Clarita - an increase from the 1995 poll • 46% of respondents stated that growth has had a positive effect on the image of Santa Clarita • 45% stated that growth has had a negative effect on the image of Santa Clarita • 65% of respondents rated the goal of safest city status as very important • 61 % of respondents rated the goal of defeating the Elsmere landfill proposal as very important • Of the respondents who live outside Santa Clarita, the average distance travelled to work is 31 miles • Of the respondents who live outside Santa Clarita, the average time it takes to drive to work is 38 minutes • 70% of respondents stated "no" when asked if they were employed outside of Santa Clarita (60% in 1995) • 40% of respondents have contact with city personnel one to five times per year • 57% of respondents believe their experiences dealing with city personnel have been positive • 65% of respondents rated the fire services of Santa Clarita as excellent • 76% of respondents rated the issue of crime as very important • Respondents considered the top three issues facing Santa Clarita to be traffic congest- ion, schools, and crime • 55% of respondents use a personal computer at work • Respondents receive their news about the community most frequently through news- papers (88%), public access N (51 %) and word of mouth (50%) Introduction December 1996 The City of Santa Clarita contracted with Personal Touch Marketing, Inc., of Ann Arbor, Michigan, to conduct a public opinion poll of residents of Santa Clarita to measure the opinion of the community as a whole with respect to a number of key issues. The survey instrument was designed to allow for comparisons with the public opinion poll conducted in August of 1995 and included some additional questions requested by community leaders. The issues studied include: • Image of the community • Growth of the area • Goals for the year 2000 • Employment • City services • Important issues facing the city • Use of personal computers • Information source for community news The objectives of the research were to 1) determine and understand the perception that residents hold with regard to Santa Clarita, 2) understand the basis for those perceptions, 3) provide direction for marketing and economic development efforts, 4) provide direction and focus for city leaders on issues of importance to the citizens of Santa Clarita, and 4) com- pare and contrast the findings of the 1996 opinion poll with the study conducted in 1995. The first part of this report explains the responses in narrative form. This is followed by charts detailing the numbers and percentage responses to each question asked. A copy of the survey instrument can be found at the back of the report. A complete copy of all verba- tim responses and cross -tabulations has also been provided. Please note that respondents were allowed to give more than one response to some ques- tions, and other questions have been rounded to the nearest whole number which may result in some tables not adding to 1000. Methodology Sampling Procedure During the second two weeks of November, 1996, a telephone survey was conducted among 506 residents of the City of Santa Clarita. Residents were randomly selected through a combination of listings in the 1996 telephone directory and computer generated numbers for the telephone prefixes in the City of Santa Clarita. This helped ensure that both listed and unlisted telephone numbers would be included in the responses. Survey Instrument A 16 -question survey instrument was developed with input from the economic development office and other departments within the City government as well as from suggestions solicited from leaders in the community. It was tested on a small sampling of area residents to ensure accuracy and validity of the data being gathered. Data Analysis Data from completed questionnaires were entered into a computer program and verified. Data analysis consisted of descriptive analysis for each question on the survey as well as for selected comparisons.between related items within a question and between various sub- groups within the sample population. These subgroups include: miles traveled to current job, length of time at present address, age of respondent, total annual family income of respon- dent, and gender of respondent. Sampling Error In every survey some allowance must be made for sampling error. The sampling error for this survey at the 95% confidence level is ±5 percent range of error. This means that re- sponses of the residents who were surveyed can be attributed to the entire Santa Clarita population within a ±5 percent range. The range of error will be larger for the small sub- groups such as residents of a particular community, respondents of specific age or income categories, etc. All questions were subjected to a Chi Square test of significance to help determine the de- gree to which various factors such as age, length of residency, income, etc. influenced the respondents answer to survey questions. The Chi Square is sensitive to differences in central tendency, dispersion and skewness of the sample data and is helpful in determining whether sample data collected from two or more subgroups is impacted by the subgroups as com- pared to the total sample data collected. The impact that a particular subgroup's response influenced overall responses to survey questions is addressed and identified in the body of this report. 5 Image "Lived here since before it was Santa Clarita - it's safe and a good place to live." 'Beautiful country side, low crime rate and nice neighborhoods." "...ideal area, friends are here, things are accessible." Residents of Santa Clarita continue to remain very positive about their city with 91 % of respondents stating that a positive image comes to mind when they hear the name, Santa Clarita. [Table I This compares with 88% who felt the city had a positive image in the 1995 opinion poll. Six percent stated that a negative image comes to mind when they hear the name, Santa Clarita, and three percent stated that neither a positive nor a negative image comes to mind. As with the results of the 1995 poll, females and those in the younger age categories were more likely than other respondents to state that a positive image comes to mind. Those respondents who said that the image of Santa Clarita was negative were likely to have lived in the area longer. When asked to explain why a positive or negative image comes to mind, those who re- sponded in a positive manner cited such characteristics as the low crime rate/safety, the cleanliness/beauty of the city, the family atmosphere, some specific features such as schools, weather, good housing values, and more. This was an open-ended question where most people gave multiple reasons for stating the image that comes to mind. Here is a breakdown of responses: Reasons a positive image comes to mind: Low crime rate/Safe community - 11 1 responses Aesthetic appeal/Cleanliness of City - 96 responses Family oriented - 60 responses Small/Away from LA - 36 responses Specific features (schools, weather, good housing values) - 42 responses General features (growing, convenient, rural) - 49 responses - Among those who stated a negative or no image comes to mind, responses included: Dislike name - 5 responses Too much growth - 4 responses Other: traffic, crime, people, local politics, crowded - 2 responses, each Growth "It's bringing more money and people into the community." "They're building and improving and creating new jobs." "I don't have to go so for to do the things t have to do." "Would prefer the growth at a little slower pace." Residents were asked if they felt that the growth of the area had affected the image of Santa Clarita positively or negatively. Overall, 46% of respondents stated that the growth of the area has had a positive effect on the image. [Table 2] This compares with 48% of respon- dents to the 1995 poll who stated growth had a positive effect. Forty-five percent of respondents stated that growth has had a negative effect on the citys image (46% in 1995), and 9% stated it has had no effect (6% in 1995). Respondents who stated that the growth of the area has affected Santa Clarita in a positive manner were more likely to be newer residents to the area. Younger respondents were also more likely to rate the growth positively. The age group most likely to respond to growth negatively were those respondents in the 45-54 age group. Among those who stated that growth has had a positive effect on the city's image, many cited such benefits of growth as added amenities (shopping, things to do), more employment and more young families: • More amenities (shopping, things to do) - 94 responses • Growth has brought more business, more jobs - 50 responses • Growth has brought general improvements (schools' roads) - 21 responses • Growth has attracted young families, good people 20 responses • Growth has brought increased city aesthetic appeal 14 responses • Becoming well-known, good reputation - 9 responses • Growth has been well-planned - 6 responses Comments reflecting the negative impact of growth included overcrowding, traffic conges- tion, and destruction of the natural environment: • Growth too fast/not well-planned/overcrowded - 128 responses • Traffic congestion/poor roads - 58 responses • Destruction of natural environment/loss of open spaces and rural quality - 33 responses • Big city problems (crime, smog) - 18 responses • Decrease in quality of schools, housing -17 responses 7 Goals for year 2000 In this section of the survey, respondents were asked to rate nine major city goals for the year 2000 using a scale of one to five with one meaning not important and five meaning very important. The responses were computed as a weighted average—the closer the rating is to five the higher the level of importance to respondents. Issues were read 6y interviewers to respondents in a random order so that all issues received an equal amount of attention. [Table 3] Safest City Status Achieving the Safest City status is obviously very important to Santa Clarita residents be- cause this goal received the highest mean with an average weighted score of 4.44. out of 496 respondents, 65% rated this goal as a 5 while 21 % rated it as a 4. Defeating the Elsmere Landfill Proposal The Elsmere Landfill proposal continues to 6e important in the minds of Santa Clarita resi- dents. This goal received a mean of 4.25 and out of 463 respondents, 61 % rated it as a 5 while 16% rated it as a 4. Youth Programs The third highest mean (4.14) was given to the goal of having more programs for youth by the year 2000. Out of the 494 responses, 47% rated this goal as a 5 while 30% rated it as a A. Seventeen -percent of respondents rated more programs for youth as a 3. Magic/Princessa The completion of Magic/Princessa received a mean score of 4.09 with 48% of respondents rating it as a 5 and 25% rating it as a 4. City Central Park With a weighted average of 3.55, the completion of city central park was tied for fifth in the important goals for the year 2000. This was the first instance where the percentage of responses rating this goal as a 3 outweighed those responses for A. Twenty-eight percent of respondents rated this issue as a 5, 23% as a 4 and 31 % as a 3. Newhall The redevelopment of Newhall also received a weighted average of 3.55. Twenty-four percent of. respondents rated this goal as a 5, 31 % as a 4 and 28% as a 3. Annexing Properties Annexing properties surrounding the city received a mean score of 3.48. Out of 458 re- sponses, 27% rated this goal as a 5, 24% as a 4 and 31 % as a 3. Reduction of Signage The goal of developing ordinances to reduce signage also received a weighted average of 3.48. With a total of 471 responses to this issue, 24% each rated it as a 4 and a 5 while 35% rated it as a 3. Redevelopment in Canyon Country The goal of redeveloping Canyon Country 6y the year 2000 received the lowest weighted average of 3.46. Out of 469 responses, 32%. rated this goal as a 5, 30% as a 4 and 31% as a 3. Employment When asked if they were employed at an organization outside of Santa Clarita, 70% stated no as compared to 60% in 1995. [Table 41 These respondents were more likely to have lived in Santa Clarita for a long time (84% have lived in Santa Clarita for 10 or more years), were likely to fail into the lower income categories (87% earning under $40,000), and were female (80%). Those respondents most likely to work outside of Santa Clarita (30% overall) were respondents with high incomes (53% earn $80,000 or more) and male respondents (45%). Of those who work outside of Santa Clarita, the average distance travelled is 31 miles compared to 38.3 miles in 1995. [Table 51 The age group that travels the most are the respondents in the 18-34 age group with an average of 36 miles while the age group travelling the least were those age 45-54. Those residents living in Canyon Country travel the most out of all city areas with an average mileage of 95 miles while those from Newhall travelled the least at 26 miles. When respondents were asked how long it takes them to drive to work, the average answer was 38 minutes. [Table 61Respondents living in Newhall took the least amount of time to travel to work (27 minutes) while those choosing "other" to describe their city location took longer to travel to work (42 minutes). Respondents who have lived in Santa Clarita for 3-5 years were more likely to have a longer travel time to work (43 minutes) while those living in the Santa Clarita for longer than 10 years took the least amount of time to travel to work. When asked if they would change jobs even if it means a 10% pay cut as long as the job was similar to the one they now hold, 39% of respondents said yes, compared to 42% in 1995. [Table 7] Residents from Valencia were more likely to answer yes to this question. 10 City Services The next set of questions concentrated on different aspects of city services. Satisfaction with Services The first question in this series asked the respondent to rate five city services on a scale of one to five, with one meaning very dissatisfied and five meaning very satisfied. With a mean score of 4.07, respondents were most satisfied with the local parks followed by trash pickup with a mean score of 3.92.Public transit received a mean score of 3.44 and cultural arts programs were rated with a mean of 3.26. The service which ranked last was cable TV which received a score of 3.21 It is important to note that respondents didn't feel strongly about any of these issues positively or negatively. All ratings were in the satisfied range. [Table 81 Frequency of Contact with City Personnel Forty -percent of respondents have contact with city personnel approximately one to five times per year. Nine percent of respondents have contact six to 11 times per year while 10% have contact one to three times per month. Ten percent of respondents have contact with city personnel one or more times per week and 31 % of respondents never have contact with city personnel. [Table 91 Residents of Canyon Country and Newhall were more likely to never have contact with city personnel than respondents from other areas. Residents of Valencia or "other" areas were more likely to have contact with city personnel one or more times. per week. When com- pared to age, younger respondents reported more contact with city personnel while older residents reported the least amount of contact with city personnel. With regard to income, respondents with household incomes less than $40,000 were more likely to never have contact with city personnel. The. respondents in the $60,000 - $79,999 income category were most likely to state that they have contact with city personnel six - 11 times per year. Males were more likely to have contact with city personnel more than five times a year while females were more likely to state that they never have contact with city personnel. Experiences dealing with City Personnel The majority of respondents reported that their experiences dealing with city personnel have been positive (57%). Only 6% stated negative experiences and 37% stated that their experi- ences with city personnel have been neither positive or negative. [Table 10] It is interesting to note that the majority of the respondents who selected positive to describe their experiences with city personnel have contact with city personnel more often (more thar five times per year) than respondents who gave neutral or negative ratings. The respon- dents who stated that their experiences have been neither positive or negative were most likely to never have contact with city personnel. With regard to area of the city lived in, respondents from Valencia were more likely to state that their experiences were positive while the highest percentage of respondents indicated that their experiences were neither positive or negative were from other areas of the city from those listed. Comparison to other Cities Respondents were asked to compare the City of Santa Clarita services with other cities based on what they know or have heard. They were asked to rate the city on a scale of one to five with one meaning poor and five meaning excellent. [Table 11 ] These ratings were then calculated to develop a weighted average for each of the five questions. The closer the weighted average is to five the higher the respondents rated city government. As with the 1995 public opinion survey, the highest ratings from citizens were for fire services and police services which received mean ratings of 4.54 and 4.23, respectively. In 1995, fire and police services were combined into one question and received a mean rating of 4.33. Sixty-four percent of respondents rated fire services as excellent, while 29% rated it with a 4. Almost half of respondents rated police services as excellent (48%) while 35% rated it with a 4. The overall quality of city services received was ranked third in excellence with a weighted average of 3.80 (3.77 in 1995). As with the previous survey, most respondents (46%) gave it a 4 rating. How well the city is managed received a weighted average of 3.74 (3.52 in 1995) with 40% of respondents rating it a 4. City planning—how well the city is laid out—received an average rating of 3,41 (3.20 in 1995) from respondents with 34% rating it a 4. Even the issue of how responsibly the city spends tax dollars received relatively positive ratings from respondents with 38% rating it a 3 (41 % in 1995). Overall this aspect of city government received a rating of 3.31 (3.19 in 1995). 12 Issues Respondents were read a list of twenty-four issues facing Santa Clarita and were asked to state on a scale of one to five how important each is with one meaning not important and five meaning very important. The responses were computed as a weighted average—the closer the rating is to five the higher the level of importance to respondents. Issues were read by interviewers to respondents in a random order so that all issues received an equal amount of attention. Ten of these issues were included in the 1995 survey and are included in the table for comparison purposes. [Table 12] Crime This issue received the highest weighted average of 4.62. With more than three-fourths of respondents rating this feature as very important, the majority of residents are quite con- cerned with crime and consider it to be of utmost importance. Quality of schools Quality of schools received the second highest mean of 4.58. Seventy-seven percent of respondents rated this issue as a five, which was the highest percentage in the very impor- tant category. Fire safety of buildings With a weighted average of 4.43, fire safety received the third highest mean score. Sixty four percent of respondents rated this element as very important (5) while 20% rated it with a 4. Traffic circulation across the valley This issue received a weighted average at 4.36, lower than the 4.47 rating of the 1995 survey. Sixty-four percent of respondents gave this issue a rating of 5, while 18% rated this issue with a 4. The age group most likely to rate this issue as very important were those respondents age 45-54 while the income level of respondents selecting very important was more likely to be $60,000 - $79,000. Water quality The water quality of Santa Clarita received a weighted score of 4.29. Sixty -percent of respondents rated this issue as a 5 and 20% rated it as a 4. 13 Seismic safety of buildings Seismic safety of buildings received a mean score of 4.29. More than half of the respon- dents rated this issue as a 5 while 23% rated it a 4. Females were more likely to rate this issue as very important while male respondents rated this issue as not important more often than females. Hazardous waste Hazardous waste received an average rating of 4.26 (4.41 in 1995) with 60% giving it a rating of 5, or very important. Twenty -percent rated this issue as a A. Involvement of citizens in decision making Respondents think the issue of being involved in decision making is quite:important. This issue received a mean score of 4.20: Over half of the respondents rated this as a 5 and over one -Fourth rated it as A. Quality of residential development The 1996 rating of quality of residential development came in lower than the rating received in 1995 (4.18 versus 4.27, respectively). Fifty-one percent of respondents rated this issue as a 5 while 26% rated it as a 4. Environmental preservation and improvement This issue received a weighted average of 4.15. Just under one-half of respondents rated this feature as a 5 (48%) while 27% rated it as a 4. Male respondents were more likely than females to rate this issue as not important. Growth of Santa Clarita Valley The importance of growth in the valley received a mean score of 4.14. Over half the re- spondents rated this issue as very important (5) and 19% rated it as a 4. Activities for youth & family Activities for youth and family are important to Santa Clarita residents. Respondents rated this issue with a mean score of 4.08. Forty-two percent of respondents stated that activities for youth and family were very important (5) while 33% rated it as a 4. Respondents who have lived in Santa Clarita for less than three years were more likely to rate this issue as very important. Maintenance of parks and trails Residents are concerned with the maintenance of parks and trails which is illustrated by the weighted average of 4.06. Thirty-nine percent of respondents rated this feature as a 5 and 14 35% rated it as a A. Elsmere Canyon landfill This issue is both one of importance and one of the top issues facing the city as cited by respondents in an open-ended question. However, it received a significantly lower rating in 1996 (4.00 with 54% of respondents giving it a 5), than it did in the 1995 opinion poll (4.24). The age group most likely to rate this issue as not important were those respondents age 55 and older. Maintenance of public buildings With a mean score of 3.98, maintenance of public buildings was the first issue to have a mean score below the 4.00 mark. Thirty-five percent of respondents rated this issue as a 5 and 37% as a A. Twenty-one percent rated it as a 3. Recycling This issue received an average rating of 3.91 as compared to the 1995 rating of 4.04 in terms of level of importance to respondents. Thirty-nine percent of respondents rated this issue as a 5, 24% as a 4 and 29% as a 3. Respondents making $59,000 per year or less were more likely to rate recycling as very important than those in higher income brackets. Local recreational opportunities At 3.87, this issue was given ratings of 5 by 33% of respondents. This compares with the 4.08 rating that local recreational opportunities received in the 1995publicopinion poll. Local shopping opportunities This issue has taken on increased importance since the last opinion poll was conducted. The overall average rating for this issue was 3.77 as compared to 3.62 in 1995. Thirty-two percent of respondents rated this issue as a 5 and 30% rated it as a 4. The older the respon- dent the more likely they were to rate the issue of shopping opportunities as very important. Females were also more likely than males to rate this issue as very important. Restaurant availability Respondents rated the issue of restaurant availability with a mean score of 3.67. Thirty-two percent rated the issue as a 5, 24% as a 4 and 20% as a 3. In the 1995 poll, the question was whether or not more restaurants in the community is an important issue or not - which collected a mean score of 2.96 and was rated last -of all issues. Development of a river preservation plan Responses to this issue were lower in 1996 than they were in the 1995 poll (3.61 versus 3.77, respectively). Thirty-one percent of respondents rated this issue as a-5 while 24% rated it as a 4. 15 Cultural sensitivity among residents At 3.60; this issue was given a rating of 5 by 29% of respondents - the same as those who rated this issue as a 3 (29%). This issue was rated lower in 1995 with a mean score of 3.49. Affordable housing opportunities The issue of affordable housing opportunities received a weighted average of 3.60. Thirty- one percent of respondents rated this issue as a 5, 24% as a 4, and 26% as a 3. Female respondents were more likely than males to rate this issue as very important. Cultural arts programs This issue received a mean of 3.46 and was the first issue where the percentage of respon- dents rating the issue as excellent was outweighed by the percentage of 3 ratings (23% versus 33%; respectively). Respondents with annual incomes of $80,000 or more were more likely than others to rate this issue as not important. Day laborers The issue of day laborers was the lowest rated of all 24 issues. With a rating of 3.38, 28% of respondents rated it as very important (5), 19% as a 4 and 20% as a 3. This issue received the highest percentage of respondents who rated any issue as a 1, at 13%. 16 Top three issues facing Santa Clarita In the following section respondents were asked to identify what they felt were the top three issues that local tax money should be used to address in order of importance. [Table 13] As was the outcome in the 1995 poll, the number one important issue stated by respondents was traffic congestion. This issue was #2 among the most important, #1 among the second most important issue and #1 again for the third most important issue facing the city. All totalled, this issue received 237 responses in various forms including "traffic congestion", "better roads" and "improved traffic flow" (260 responses in 1995). The issue of improving schools received the second highest number of responses at 216. It was #1 among the most important issues; #3 among the second most important issues; and #2 among the third most important issues. Respondents in the 1995 survey rated the impor- tance of schools lower, with only 142 'responses. Crime, controlling it, reducing it, was also a top issue on the minds of 162 respondents. It was #3 among the most important issues; #2 among the second most important issues; and #5 among the third most important issues. The 1995 survey resulted in 141 responses for the importance of crime. The issues receiving the fourth and fifth highest number of responses from residents were police/public safety and parks/recreation with 131 and 89 responses, respectively. With regard to police/public safety respondents were concerned about law enforcement, safety for kids, gangs and overall safety. With parks and recreation, respondents brought up programs for children, more activities for seniors; park development, and park maintenance. An issue which received a significantly fewer number of responses compared to the 1995 survey was that of the landfill/Elsmere Canyon. This issue received only 29 responses.in 1996 but in 1995 it was one of the top issues and received 193 responses. 17 Computer Usage Use of PC at Home When asked if they use a personal computer, fifty-five percent of respondents said they use a personal computer at home while 13% said they use one at work. Forty-two percent of respondents don't use a personal computer. -When referenced to age, 71 % of respondents in the age 35-44 age group, 67% in the 45-54 age group and 63% of those in the 18-34 age bracket use personal computers at home. The age group most likely to use computers at work are those in the 35-44 age group. As would be expected, respondents in the 55+ age group were most likely to not use a personal computer (69%). [Table 14] Annual household income also had some bearing on this question. Those respondents making $80,000 or more were most likely to use a personal computer both at home and at work. The majority of those respondents who do not use a personal computer have annual household incomes of less than $40,000. Internet Services Of the 290 people who responded to this question, 379/o do subscribe to internet services, while 63% do not. [Table 151 City Business from Computer When asked about which type of services they would be likely to conduct from their home computer, respondents stated the following categories: [Table 161 Parks and recreational information - 21 responses_ City Council Information - 20 responses General City Information (events, city maintenance, traffic) - 18 responses Paying City Bills - 14 responses Other - Police, tax, school, building permits - 13 responses None 8 responses It should be noted that many residents expressed a desire to conduct non_ -city services from the computer such as home banking and on-line shopping. f .] Main Sources for Community News The top three ways that respondents receive news about the community are though newspa- pers (88%), public access TV (51 %), and word of mouth (50%). Other top answers were local radio (27°x) and magazines (24%). Ten percent of respondents indicated that they receive information from flyers, 6% from Homeowners Association Newsletters, 4% from church newsletters and 10% chose other to describe their response. [Table 17] The newspapers most frequently named were Signal (257 responses), the Daily News (97 responses), and the LA Times (52 responses). The Santa Clarita News, SCV, Valley Express and Villager were also mentioned. [Table 181 The responses in the"other" category varied - some examples are billboards, bulletin boards, apartment complex paper, banners, internet, and newsletters. 19 Demographics Community of Residence The respondents were evenly dispersed among the areas of the city in which they live. Twenty-one percent of respondents live in Saugus, 20% each live in Canyon Country, Newhall and Valencia. Nineteen percent selected "other" to answer this question. Respon- dents who live in Saugus were more likely to.have lived in the area for ten or more years while respondents from Valencia were more likely to have lived in the area for less than three years. Twenty-six percent of respondents who live in Canyon Country have annual household incomes of $60,000 - $79,000. Respondents from Newhall were most likely to have incomes of less than $40,000 while just the opposite was true in Saugus. In Valencia incomes were also high with the majority of respondents making $60,000 and up. [Table 191 Length of residency The average respondent to this survey has lived at their present address for 9.5 years. This compares to the 1995 survey where the average length of residency was 11.7 years. [Table 201 Forty-two percent of respondents have lived at his/her present address for less than six years; 31 % have been there between six and 10 years; 7% between 11 and 15 years; and 20% for 16 or more years. As would be expected, the younger the respondent the lower the time they have lived at their present address. The average length of time at their present address for the 18-24 age group was 4.5 years, while the average length of time for those 55 and older was 14.7 years. Those respondents with household incomes less than $40,000 have lived at their present address longer than those with higher incomes. Age Twenty-three percent of respondents were between the ages of 18 and 34 (compared to 16% in 1995); 27% age 35 to 44; 18% age 45 to 54; and 33% age 55 or older. [Table 21 ] The age group most likely to have contact with city personnel were those in the 35-44 age group, while those that stated that they never have contact with city personnel were more likely to be 65 and over. Respondents in the 25-34 age group were most likely to live in Country Canyon while respondents in the 35-44 age group were most likely to live in Valencia. Older respondents, those 54 and over, were most likely to live in Newhall. 20 Type of dwelling The majority of respondents (71 %) reside in a single family dwelling; 16% live in a condo- minium or townhouse (7% in 1995); 6% in an apartment (1% in 1995), 4% in a trailer/ mobile home; and 1 % in a college dorm. Two percent of respondents chose other to de- scribe their type of dwelling. Examples of other responses are: [Table 22] Retirement community Multiple family dwelling Duplex Rent room in house Respondents choosing single family dwellings to describe their type of residence were most likely to live in Saugus while those selecting condominium or townhouse were most likely to be from Newhall. Respondents who chose 'other" to describe their type of residence were most likely to live in Newhall. Those respondents age 35-54 were most likely to live in single family dwellings, while those age 55 and older were most likely to live in a condominium. As would be expected those respondents age 18-34 were more likely to live in apartments. Total annual family income Just over one-fourth of respondents indicated that they had an annual family income of under $40,000 (an increase from the 1995 survey in this income category); 20% earn $40,000 to $59,999 annually; 28% earn $60,000 to $99,999, and 11 % earn $100,000 or more. Fifteen percent of respondents refused this question. Respondents in the 55 and older age group were most likely to have household incomes of less than $20,000 while respon- dents in the 18-34 age group were most likely to have household incomes of $40,000 - $59,999.' Respondents in the 35-54 age group were more likely to make $40,000 or more. The older the respondent, the more likely they were the refuse this question. [Table 23 ] Gender Matching closely to the results of the 1995 opinion poll, 61 % of respondents were female (58% in 1995); 39% male (42% in 1995). [Table 241 21 Image Responses of 504 Santa Clarito residents with regard to whether the city s image is positive or negative Reasons for negative image: 1. Dislike Name (5 responses) 2. Too Much Growth (4 responses) 3. Other: traffic, crime, people, local politics, crowded (2 responses each) 22 1996 # % i. Positive 459 91 sep B Negative 31 6 Neither 1,4 3 z�0 we7- Reasons for positive image: 1. Low Crime/Safe (111 responses) 2. Clean/Beautiful Area (96 responses) 3. Family Oriented (60 responses) 4. Small/Away from LA (36 responses) 5. Specific features (such as schools, weather, good home values, no smog, etc.) (42 responses) General comments (such as friendly, growing, convenient, rural) (49 responses) Reasons for negative image: 1. Dislike Name (5 responses) 2. Too Much Growth (4 responses) 3. Other: traffic, crime, people, local politics, crowded (2 responses each) 22 23 Affect of Growth on Image Responses of 486 Santa Clarita residents with regard to whether they feel growth of the area has affected the image of Santa Clarita and why # % 1995 a Positive effect 225 46 4th, A Negative effect 218 45 ask No effect 43 9 . mh9.aib. Positive effect reasons: 1. Growth has brought more amenities (shopping, things to do) (94 responses) 2. Growth has brought more business, more jobs to area (50 responses) 3. Growth has brought general improvements (schools, roads) (21 responses) 4. Growth has attracted young families, good people (20 responses) 5. Growth has brought increased city aesthetic appeal (14 responses) 6. The city is becoming more well-known, good reputation (9 responses) 7. Growth has been well-planned (6 responses) Negative effect reasons: 1. Growth has been too fast, not well-planned, overcrowding (128 responses) 2. Traffic congestion, poor roads (58 responses) 3. Destruction of natural environment/loss of open space & rural quality of area (33 responses) A. Big city problems (crime, smog) (18 responses). 5. Decrease in quality of schools, housing (17 responses) 23 Goals for Year 2000 Responses of Santa Clarita residents with regard to whether or not city goals for the year 2000 are important or not using a scale of 1 to 5 with 1 meaning not important and 5 meaning important 1 2 3 4 5 WeigkWAg. Achieving Safest City status (496 resp.) 2% Defeating Elsmere 61% Landfill proposal (463 resp.) 3% More programs for youth (494 resp.) 2% Completion of Magic/Princessa (437 resp.) 4% Completion of City 19% Central Park (447 resp.) 70/. Redevelopment of Newhall (483 resp.) 8% Annexing properties surrounding 24% city (458 resp.) 10% Ordinances to reduce signage 31% (471 resp.) 7% Redevelopment in Canyon Country 9% (469 resp.) 24 2% 9% 21% 65% 4.44 5% 14% 16% 61% 4.25 5% 17% 30% 47% 4.14 4% 19% 25% 48% 4.09 10% 31% 23% 28% 3.55 9% 28% 31% 24% 3.55 9% 31% 24% 27% 3.48 10% 35% 24% 24% 3.48 9% 31% 30% 21% 3.46 25 Employment Responses of 504 Santa Clarita residents with regard to whether they are employed outside Santa Clarita 1996 m �� # % sae x s a Yes 151 30 No 353 70 ,;,t+1274 _ tgq it ftttr r 'f �. �'n �a�q Distance to Job Responses of 144 Santa Clarita residents who work outside the city with regard to how for they travel to their current job 1996lts i.,hi14451rfj • • • Length of Time to Job Responses of 140 Santa Clarita residents who work outside the city with regard to how long it takes them to travel to work 15 minutes or less 12 9 16 to 30 minutes 50 36 31 to 45 minutes 49 35 46 to 60 minutes 20 14 More than 60 minutes 9 6 Average one way drive: 38 minutes 0 to 20 miles 48 33 21 to 30 miles 44 31 31 to 40 miles 29 20 41+ miles 23 16 Average miles to job outside Santa Clarita: 31 miles • • • Length of Time to Job Responses of 140 Santa Clarita residents who work outside the city with regard to how long it takes them to travel to work 15 minutes or less 12 9 16 to 30 minutes 50 36 31 to 45 minutes 49 35 46 to 60 minutes 20 14 More than 60 minutes 9 6 Average one way drive: 38 minutes Interest in Working in Santa Clarita Responses of 148 Santa Clarita residents who work outside the city regarding whether they would change jobs in order to work in Santa Clarita at a similar job even if it meant a 10% pay cut 1996 g No 91 62 t�� r� � T�Q � � �- 59 ., Yes 57 39 26 Satisfaction of City Services Responses of Santa Clarita residents with regard to how they rate city services using a scale of 1 to 5 with 1 meaning poor and 5 meaning excellent 1 2 3 .4 5 Wegh edAg. Local parks (481 resp.) 2% 4% 20% 37% 38% 4.07 Trash Pickup (493 resp.r 5% 7% 19% 29% 40% 3.92 Public Transit (395 resp.) 8% 10% 31% 30% 20% 3.44 Cultural Arts Programs (416 resp.) 5% 15% 42% 24% 14% 3.26 Cable TV (489 resp.) 13% 16% 31% 17% 23% 3.21 26 27 Frequency of Contact with City Personnel Responses of 506 Santa Clarita residents with regard to how often they have contact with city personnel 1 time per week or more 49 10 1-3 times per month 52 10 6-I1 times per year 45 9 1.5 times per year 201 40 Never 159 31 •• ' Experiences with City Personnel Responses of 473 Santa Clarita residents with regard to their experience with city personnel Positive 269 57 Negative 30 6 Neither 174 37 Quality of City Government Responses of Santa Clarita residents with regard to how they compare the city of Santa Clarita with other cities using a scale of 1 to 5 with 1 meaning poor and 5 meaning excellent 1 2 3 4 5. weghwA,9. '96 '95 Fire services (482 resp) 1 % 1 % 6% 29% 64% 4.54 - Police services (496 resp) 3% 2% 13% 35% 48% 4.23 - Quality of city services received (489 resp) 2% 5% 26% 46% 21% 3.80 3.77 City government - how well managed (477 resp) 3% 4% 32% 40% 21% 3.74 3.52 City planning- how well laid out (491 resp) 7% 13% 30% 34% 17% 3.41 3.20 How responsibly city spends tax dollars (447 resp) 7% 11% 38% 31% 13% 3.31 3.19 Importance of Issues Responses of Santa Clarita residents with regard to how they rate the importance of 24 issues using a scale of 1 to 5 with 1 meaning not important and 5 meaning very important At responses 1 2 3 4 5 Weighted Avg. 1996 1995 Crime 502 1% 2% 8% 12% 76% 4.62 -- Quality of schools 468 2% 2% 9% 10% 77% 4.58 -- FireSafetyofBuildings 493 0% 4% 11% 20% 64% 4.43 •- Traffic Circulation Across Volley 500 3% 4% 10% 18% 64% 4.36 4.47 Water Quality 499 4% 4% 12% 20% 60% 4.29 •- Seismic Safety of Buildings 485 2% 5% 13% 23% 58% 4.29 -- Hazardous Waste 481 5% 6% 9% 20% 60% 4.26 4.41 Involvement of Citizens in Decision Making 490 2% 4% 17% 26% 51% 4.20 -- Quality of Residential Developments 491 3% 4% 16% 26% .51% 4.18 4.27 Envirwm lal Preservafion & Improvement 497 3% 4% 18% 27% 48% 4.15 -- Growth of the Santa Clarita Valley 501 5% 4% 17% 19% 55% 4.14 Activities for Youth & Family 495 2% 3% 20% 33% 42% 4.08 •- Maintenance of Parks & Trails 498 1% 4% 21% 35% 39% '4.06 -- Elsmere Canyon landfill 452 10% 4% 16% 17% 54% 4.00 4.24 Maintenance of Public Buildings _ . _. - 496.. 2% 4% 21% 37% 35%' 3.98 •- Recycling 502 3% 5% .29% 24% 39% 3.91 4.04 Recreational/Leisure Opportunities . 495 3% 8% 21% 35% 33% 3.87 4.08 Local Shopping Opportunities 501 5% 8% 25% 30% 32% 3.77 3.62 Restaurant Availability 500 5% 10% 29% 24% 32% 3.67 2.96 4nplem tot n of River Preservation Plan 418 9% 8% 28% 24% 31% 3.61 3.77 Cultural Sensitivity among Residents 469 6% 10% 29% 26% 29% 3.60 3.49 Affordable Housing Opportunifies 493 8% 10% 26% 24% 31% 3.60 •- CulturalAtProgmms 481 7% -11% 33% 26% 23% 3.46 -- Dayloborers 455 13% 11% 29% 19% 28% 3.38 •• Top Three Issues Facing City Responses of Santa Clarita residents with regard to the top three issues facing Santa Clarita in order of importance MOST IMPORTANT ISSUE 1. Improve Schools (120 responses) 2. Improve Traffic Flow/Roads (79 responses) 3. Reducing Crime (73 responses) 4. Police/Public Safety (65 responses) 5. Youth Programs (36 responses) 6. Parks (14 responses) 7. Infrastructure (13 responses) 8. Managing Growth (10 responses) 9. Protecting Environment (9 responses) 9. Fire (9 responses) 9. Elsmere Canyon (9 responses) Other: water, seniors, homeless, jobs SECOND MOST IMPORTANT ISSUE 1. Improve Traffic Flow/Roads (91 responses) 2. Reducing Crime (63 responses) 3. Improving Schools (55 responses) 4. Parks and Recreation (37 responses) 5. Police/Public Safety (35 responses) 6. Fire (25 responses) 7. Youth Programs (24 responses) 8. City Infrastructure (17 responses) 9. Beautification (12 responses) 10. Protecting Environment (10 responses) 10. Elsmere Canyon (10 responses) 11. Managing Growth (7 responses) Other: Cultural programs, libraries, low income families, hospitals, public transportation THIRD MOST IMPORTANT ISSUE 1. Improve Traffic Flow/Roads (67 responses) 2. Improving Schools(Al responses) 3. Parks and Recreation (38 responses) A. Police/Public Safety (31 responses) 5. Reducing Crime (26 responses) 6. Youth Programs (23 responses) 7. City Infrastructure (19 responses) 8. Fire (18 responses) 9. Protecting the Environment (14 responses) 29 10. Elsmere Landfill (10 responses) 11. Managing Growth (11 responses) Other: Public transportation, water, healthcare, libraries, cultural programs, low income families, day care Use of a Personal Computer Responses of 506 Santa Clarita residents with regard to whether they use a personal computer # °k Yes, at home 277 55 Yes, at work 63 13 No 212 42 • • Use of Internet Services Responses of 290 Santa Clarita residents with regard to whether they subscribe to any internet services Yes 108 37 No 182 63 • • • Conduct City Business from Computer Top responses of Santa Clarita residents with regard to which type of services they would like to conduct from their personal computer Park and Recreational 21 responses City Council Information 19 responses General City Information 18 responses Paying City Bills 14 responses None 7 responses 30 Main Sources for Community News Responses of 501 Santa Clarita residents regarding their main source for community news # °h Newspapers 439 88 Public Access TV 257 51 Word of Mouth 251 50 Local Radio 135 27 Magazines 121 24 Flyers 51 10 Other 50 10 Homeowners Association Newsletter 32 6 Church Newsletter 22 4 Newspapers Responses of Santa Clarita residents regarding the newspapers listed as main sources for community news Signal 257 responses Daily News 97 responses LA Times 52 responses Santa Clarita News 9 responses SCV Express 8 responses Other 6 responses 31 32 •• - • Community of Residence Responses of 506 Santa Clarita residents with regard to where they live 1996 Valencia 100 20 Canyon Country 102 20 Saugus 107 21 Newhall 100 20 Other 97 19 Length of Residency Responses of 501 Santa Clarita residents with regard to how long they have lived at their present address 1996 p� p� # M *M Yskip+ppdp1 3 '° Less than 3 years 91 186 t11j1C3 T 3 to S years 120 24 $ $ P R M x b `ttl3sx 6 to 10 years 156 31 11 to 15 years 35 7Ps 5 l3 U More than 15 years 99 20 %TWI�If Average length of residency: 9.5 years 0 33 Table Type of dwelling Responses of 506 Santa Clarita residents with regard to the type of dwelling they live in Age 1996 Responses of 502 Santa Clarita residents with regard to their age y QI # /O 1996 , J1995j; X,€ Single family dwelling 361 71 X1.43)Z,4 st z. Condominium/townhouse 63 16 F4 YM �(.pp ah b &qqrc Po 30 6 6 ""a l i 3 +-m ♦ a5 a*n � Mobile home/trailer �ra�t yy t m StYi ra «i,x g e. i � 18 to 24 27 5 q� y Fa^>5yY 2 fly1. 3'�t NA A�'s.�p College dorm3 ?^. k Y+^W iii +M#9 GsiB5.J p3 we N 25 to 34 88 18 P¢ s A��` Sm'o-x�(Y hRk iAt ba 9 i" 35 to 44 133 27 aY g JvrwRaybJ M+. y YxS JY1A +kR# b3��#M$6 45 to 54 89 18 yYh�J Z+t*hAF� i' b'A d; (aMY$2 rtM% 55 to 64 69 14 ° 65+ 96 19Y 4' f33�1� 3 A k Rax yy.ao Table Type of dwelling Responses of 506 Santa Clarita residents with regard to the type of dwelling they live in 1996 y QI # /O Single family dwelling 361 71 X1.43)Z,4 st Condominium/townhouse 63 16 Apartment 30 6 6 ""a l i 3 +-m ♦ a5 a*n � Mobile home/trailer 20 4 as x Other q� y Fa^>5yY 2 fly1. 3'�t NA A�'s.�p College dorm3 �ii' "if,"i i i 1 not asked Gender Responses of 499 Santa Clarito residents with regard to gender 1996 # y O/ aw ^?R np •d� p "' � �9 t A nd �>�.y k# &Y+AF 't3✓fti � tl k Male 193 39 f 42 Female 306 61 a µ S yxS 3�SMwZ 'O# A.Y; Sk 1 �` • iso`' ij..y.�x ° g''i �+s.. »'.�aa s -a a: . 34 Total Annual Family Income Responses of 505 Santa Clarita residents with regard to their total annual family income 1996 t �. a Under $20,000 62 12 $20,000 to $39,999 68 148x i 1i2 1 M10' $40,000 to $59,999 99 20 $60,000 to $79,999 81 16 $80,000 to $99,999 62 12 w tlX kY.wYYrt 5/y8 FS,tY.tc$ �R b$6 .rrf a g $100,000+ 55 11,'tom Refused y�R S'<Y#�bL3 t mfasy<e a t 78 15 Gender Responses of 499 Santa Clarito residents with regard to gender 1996 # y O/ aw ^?R np •d� p "' � �9 t A nd �>�.y k# &Y+AF 't3✓fti � tl k Male 193 39 f 42 Female 306 61 a µ S yxS 3�SMwZ 'O# A.Y; Sk 1 �` • iso`' ij..y.�x ° g''i �+s.. »'.�aa s -a a: . 34 Survey of residents of Santa Clarita, CA Date: Telephone # Interviewer Questionnaire # Hetlo, this is _ from Personal. Touch Marketing Research. Are you (may 1 speak lo) the head of household? We're conducting a survey for the City of Santa Clanm and are asking area residents for their opinions on a few issues. it should only take about nine minutes and you won't be asked to buy anything. May I go ahead? 1. When you hear the name, Santa Clarita, what kind of image comes to your mind. A positive one or a negative one and why? [ ] Positive, because: [ J Negative, because: [ ] Neither, because: 2. Do you feel that the growth of the area has affected the image of Santa Clarita positively or negatively and why: [ ] Positive effect, because: [ ] Negative effect, because: [ ] No effect, because: 3. Are you employed at an organization located outside of Santa Clarita? [ ] Yes (continue) [ ] No (go to question 4) a. How far do you travel to your current job? miles b. How long does it take you to drive to work (one way) min hour(s) c. If you could get ajob in Santa Clarita similar to the job you now hold, would you change jobs even if it meant a 10% pay cut? []Yes []No 4. Now I would like to ask you some questions about your usage of personal computers: a. Do you use a personal computer at home? [ ] Yes, at home [ ] Yes, at work b_ Do you subscribe to any internet services? [ ] Yes [ ] No [ J No (go to question 5) c. If you were able to conduct city business from your home computer, which types of services would interest you the most? 5. What are your three main sources in order, for news about the community? [ ] Local radio [] Magazines [ ] Church Newsletter [ J Public access TV [ J Newspapers (please list) [ ] Word of mouth [ ] Flyers [ ] Other [ ] Homeowners Association Newsletter 0 6. Now I would like your opinion about some issues facing Santa Clarita. Please tell me whether you think a particular issue is very important or not important to the residents of the city. Please use a scale of one to five with five meaning the issue is very impor- tant and one meaning it is not important. First, on a scale of one to five, how important or unimportant of an issue is... [RANDOMIZE] S. How frequently do you have contact with city personnel: [ 1 I x per week or more [ ] 1.3x per month [ 16-11 x per year [ ] 1-5x per year [ ] Never Very important<-----••_—•--•—•---•---------->Notimportant DK Growth of the Santa CMta Valley 5 4 3 2 1 p Quality of Schools 5 4 3 2 1 0 Traffic circulation across the valley 5 4 3 2 1 0 Recycling 5 4 3 2 1 0 Elsmere Canyon landfill 5 4 3 2 1 0 Waterquality 5 4 3 2 1 0 Implementation of river preservation plan 5 4 3 2 1 0 Quality of residential development 5 4 3 2 1 0 Recreational/leisure opportunities 5 4 3 2 1 0 Local shopping opportunities 5 4 3 2 1 0 Restaurant availability 5 4 3 2 1 0 Cultural sensitivity among residents 5 4 3 2 1 0 Hazardous waste 5 4 3 2 1 0 Affordable Housing Opportunities 5 4 3 2 1 0 Involvement of citizens in decision making 5 4 3 2 1 0 Environmental preservation and improvement 5 4 3 2 1 0 Seismic safety of buildings 5 4 3 2 1 0 Fire safety of buildings 5 4 3 2 1 0 Crime 5 4 3 2 I 0 Maintenance of public parks and trails 5 4 3 2 1 0 Maintenance of public buildings 5 4 3 2 1 0 Cultural arts programs 5 4 3 2 1 0 Activities for youth and family 5 4 3 2 1 0 Day Laborers 5 4 3 2 1 0 7. Please rate your satisfaction on the following city services using a scale of one to five with five meaning very satisfied and one meaning very dissatisfied. VenSatisfied<---------------------------- ------------ ...:......... >Very Dissatisfied DK a. Cable TV 5 4 3 2 1 0 b. Trash Pickup 5 4 3 2 I 0 c. Local parks 5 4 3 2 1 0 d. Cultural arts programs 5 4 3 2 1 0 c. Public Transit 5 4 3 2 I 0 S. How frequently do you have contact with city personnel: [ 1 I x per week or more [ ] 1.3x per month [ 16-11 x per year [ ] 1-5x per year [ ] Never a. Do you feel your experience(s) dealing with city personnel have been [ ] Positive [ ] Negative [ ] Neither 9. From what you know or may have heard, how would you compare the city of Santa Clarita with other cities. Please rate Santa Clarita on each of the following using the scale of one to five with five meaning excellent and one meaning poor: Excellent< --- ------- ------ _..--------__------._....._..._._..>Poor DK City government - how well the city is managed 5 4 3 2 1 0 City planning - how well the city is laid out 5 4 3 2 1 0 Quality of city services you receive 5 4 3 2 1 0 How responsibly the city spends your tax dollars 5 4 3 2 1 0 Police services 5 4 3 2 1 0 Fire services 5 4 3 2 1 0 10. I'm going to list a series of major city goals for the year 2000. Please rate each goal using a scale of one to five with five mean- ing very important and one meaning not important. How important do you feel is the .............. Completion of City Central Park Completion of Magic/Princessa, an east/west roadway Achieving the Safest City in America status for cities with populations over 100,000 Defeating the Elsmere Landfill Proposal Annexing properties immediately surrounding the city Implementation of Redevelopment in Newhall Implementation of Redevelopment in Canyon Country Implementation of ordinances to reduce signage More programs for youth Very lmporant<-----.._.___....._.._-------------...._._._._-.>Not Imponznt DK 5 4 3 2 I 0 5 4 3 2 1 0 5 4 3 2 1 0 5 4 3 2 1 0 5 4 3 2 1 0 5 4 3 2 1 0 5 4 3 2 1 0 5 4 3 2 I 0 5 4 3 2 1 0 11. What would you say are the top three issues that your local tax money should be spent on: 1. Most important issue: 2. Second most important: 3. Third most important: 12. What area of the city do you live in? [ ] Canyon Country [ ] Newhall [ J Saugus [ ] Valencia [ ] Other 13. How long have you lived at your present address? years 14. In which of the following age categories do you belong? [ read through categories] [] 18-24 []25-34 []35-44 []45-54 []55-64 []65+ 15. Do you live in a... [ ] single family dwelling [ ] condominium/townhouse [ ] apartment [ ] college dorm [ ] mobile home/trailer [ ] other:_ 16. In which of the following categories is your total annual family income [read through categories] [ ] Under $20,000 [] $60,000 - $79,999 [ ] $20,000 - $39,999 [ ] $80,000 - $99,999 ( ] $40,000 - $59,999 [ ] $100,000 or more [ ] Refused 17. Don't ask: [ ] Male f ] Female Thank you very much for your help. NOTE TO INTERVIEWERS: If anyone wants to verify the validity of this study or would like results from it, you may ask them to contact Mike Haviland, Marketing and Economic Development Director for the City of Santa Clarita at 255-4369.