GM O'Brien introduced Dr. George Manross of Strategy Research Institute, who gave a presentation of the survey results, including the methodology used.
...GUESTS: Director Beverly Lane, Dallas Harryman, Norm Kidder, Dr. George Manross
...SRI Chairman and CEO, Dr. George Manross, further elaborated about the 2007 Park User Survey and the 2008 Community Survey.
The Community Survey was conducted by phone with a random sample of approximately 400 residents in Alameda and Contra Costa Counties. A 2005 park user survey highlighted the need for the District
to do a better job of branding our work and ensuring we are getting credit for programs we administer, so these survey's do lead to improvements in District services and operations. Dr. Manross
demonstrated, through data in the Park User Survey, that attitudes about access to parkland are fairly positive. Dr. Manross
highlighted the similarities and differences discovered between the Park User Survey and Community Survey. Dr. Manross
discussed the distinction between satisfaction and loyalty.Loyalty is a better predictor of behavioral outcomes, such as willingness to pay for clean and safe parks.The District
has very loyal users.
In response to a question about why the "other" category for regular activities people engage in at their community parks (walking garnered 56%, hiking 16%, biking 16%, running 10%, walking dog 10%, swimming 6%, aerobics 2%, skateboarding 1%, in-line skating 1%, horseback riding 1% and other garnered 34%), Dr. Manross
explained that every activity not mentioned by at least 1% of those surveyed was lumped together in a large "other" category.That means there are probably at least 35 other activities people engage in at the parks such as fishing, bird-watching, etc.Dr. Manross
responded to a question about dog walkers and indicated they use the parks multiple times per week and therefore would be "surveyed" more often.Dr. Manross
also made it clear that those surveyed by phone were notified up front that his
firm was conducting the research on behalf of East Bay Regional Park District
Results of Survey on Extension of the Regional Park Bond Dr. Manross
discussed the results of the survey on the extension of the Regional Park Bond.
It is clear a simple extension of the existing assessment rate is more popular than an increase. SRI's survey conducted in 2007 indicated 76.5% of the population would vote for an extension of Measure AA.The February 2008 survey indicated 72% would support.The 4.5% drop is due to overall concerns about our economy. In both surveys, however, 77% of opinion leaders were found to support an extension of Measure AA. Dr. Manross
will conduct another survey in June.
In response to a question about what kinds of statements were tested, Dr. Manross
clarified the survey tested both arguments for and against an extension of Measure AA. Dr. Manross also discussed Golden Gate School of Law adjunct professor Paul Kibel's report: "Access to Parkland: Environmental Justice at East Bay Parks."