HomeMy WebLinkAbout7.3 Parks & Commty Service Needs
CITY CLERK
File # D[E[Q]~-laJ[Q]
AGENDA STATEMENT
CITY COUNCIL MEETING DATE: August 19, 2008
SUBJECT:
Parks and Community Services Needs Assessment Results
Report by Paul McCreary, Assistant Director of Parks and
Community Services
ATTACHMENTS:
1) City of Dublin Parks and Community Services Needs
Assessment Overall Report - August 2008
RECOMMENDATION: /1. JVi)
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Receive Staff report
Receive presentation by National Research Center
Direct Staff to utilize the results of the Needs Assessment to
prepare a Ten-Year Strategic Plan for Parks and Community
Services.
FINANCIAL STATEMENT:
None
DESCRIPTION: The Council has a high-priority objective to conduct an in-depth
needs assessment and opinion survey of Department programs and services, and develop a Strategic Plan
for Department programs and services. In April 2007, the National Research Center began working with
City Staff to identify the key components of the Needs Assessment process. The primary purpose of the
needs assessment was to provide a community-based appraisal of the current recreation programs and
recommendations for future programs and services.
Attachment 1 is a summary of the overall results and key findings from the National Research Center.
Following is an overview of the various components that comprised the data collection for the Needs
Assessment.
KEY INFORMANT INTERVIEWS
The first step in the needs assessment was to conduct 30 one-on-one interviews with a wide variety of
stakeholders including the Mayor and City Council Members; the Chairpersons of the Youth and Senior
Center Advisory Committees, the Heritage and Cultural Arts Commission, and the Parks and Community
COPY TO: Heritage and Cultural Arts Commission; Parks and Community Services Commission; Senior Center Advisory
Committee; Youth Advisory Committee; and National Research Center
Page 1 of7
ITEM NO.
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Services Commission; City of Dublin executive, supervisory and line employees; Community Leaders
such as the School District Superintendent and Chamber of Commerce President; Dublin employers and
citizens at large. The interview script was designed to gain an understanding of the current and future
needs of the city, as well as feedback on current programs, services and facilities provided by the Parks
and Community Services Department. Interviewees were encouraged to provide honest feedback and
received assurance that their responses would be completely confidential.
Key Findings
. The Parks and Community Services Department appears to be doing well in the eyes of
community stakeholders.
. Interviewees all spoke highly of the Department staff, program offerings, festivals, events and
facilities.
. Perceived strengths included the variety of programs, quality facilities and park maintenance,
excellent customer service, and responsiveness to citizen input.
. Respondents were generally unfamiliar with Dublin Parks and Community Services' efforts to
reach the "harder to reach" populations, especially people that speak languages other than English.
. Stakeholders generally believed efforts to reach the harder to reach populations may become
increasingly necessary as the community becomes more diverse.
Areas of improvement often mentioned by interviewees included the need to add more facilities and
meeting space, and expand teen programming. Additional gym facilities and a new sports park. were
desired. Many interviewees felt the existing Dublin Swim Center was outdated and in need of
modernization.
In the area of arts and cultural opportunities, respondents reported that Dublin did not have as much to
offer as surrounding communities. Several respondents suggested that Dublin create its own niche, some
kind of arts and cultural opportunity not available in surrounding communities. Half of the key
informants felt it was important to make promotional materials available in multiple languages.
MAIL IN SURVEY
The second step in the needs assessment process was conducting a mail-in survey. The purpose of the
survey was to understand resident perception of current and potential features of Dublin's Parks and
Community Services Department. The survey allowed residents to rate the quality of life in Dublin, as
well as parks and recreation amenities and service delivery. Respondents were able to provide feedback
on what parks and recreation services they would like to see offered in the future, current leisure activities
and general barriers to participation. The survey was created using ideas generated from the Key
Informant Interviews and City staff.
Approximately 3,000 households within the City limits were selected to participate in the survey using a
stratified, systematic sampling method on addresses within carrier routes. Households received three
mailings of the survey. About 9% of the surveys were returned because the housing unit was vacant or the
postal service was unable to deliver the survey as addressed. Of the 2,726 eligible households, 452
completed the survey, providing a response rate of 17%.
The mail-in survey had a 95 percent confidence level, which is no greater than plus or minus five
percentage points around any given percent reported for the entire sample (452 completed surveys). As
part of the analysis, subgroups were defined, such as location of residence (east or west of Dougherty
Road). Other examples of subgroups created for analysis were respondent age groups (18 to 34, 35 to 54
and 55+) and primary language spoken in the household (English or a non-English language). Results for
subgroups are less precise because the sample size is smaller.
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Respondent Demographics
There were 452 households that participated in the mail-in survey, and the sample appears to resemble the
community profile. However, as Dublin has experienced significant growth since the 2000 census, it is
difficult to determine how closely the mix of respondent's matches Dublin's current demographics. The
largest group of respondents were ages 25 to 34 (34%), followed by ages 35 to 44 (29%) then ages 45-54
(18%). It is interesting to note that although those respondents of possible child rearing years made up
81 % of the respondents, only about 20% have children or teens in the household. Approximately one in
four respondents was of the baby-boomer age, while 6% were 65 and older.
In regards to length of residency, 55% of respondents had lived in Dublin five or less years, with 14% of
respondents moving here within the past year. On the other end of the spectrum, 26% of respondents had
lived in Dublin for 11 or more years. For housing type, 53% of respondents lived in detached single
family homes; while 47% lived in attached higher density units such as apartments and condominiums.
This higher percentage of attached housing is unique in the suburban Tri -Valley region.
When asked about the total household income before taxes, 55% of respondents earn $100,000 or more,
with 27% earning over $150,000. Another one-third of respondents earned between $50,000 and $99,000,
while 11 % earned under $50,000.
The two major respondent races represented in the sample were White/European American/Caucasian
(69%) and Asian or Pacific Islander (26%). There were 4% of respondents indicating they are
Hispanic/Spanish/Latino. In 91% of households, English is the primary language spoken. Other
languages include Cantonese, Mandarin, Spanish, and Tagalog,
A significant proportion of the respondents are working full time (71 %) and part time (10%). Of those
who are not working 8% are homemakers, 8% are retired, 2% are students, and 1 % are unemployed and
looking for work. Only 13% of respondents worked in Dublin, and 6% work from home.
Key Findings
Quality of Life and City Services
Overall, residents were pleased with the community and the City's parks and recreation offerings. Quality
of life ratings were positive and higher than average compared to comparative ratings for other cities.
Customer service and communications were also viewed favorably. Seven in 10 felt the City's customer
service was excellent or good, and two-thirds felt the City communicated parks and recreation information
effectively.
In general, respondents felt that Dublin should continue the current level of spending for each of the
services they were asked to rate, which may be attributable to resident satisfaction with City services.
There were two areas respondents were interested in expanding spending including open space
preservation, and park acquisition and development.
ExistingParks and Facilities
Respondents were also asked to rate various recreation facilities. The quality of the parks and the quality
of the sports fields were rated higher than the national benchmark. The Dublin Senior Center had the
highest quality ratings, and received a higher rating than the average of other communities across the
country. The Dublin Public Library had the highest percentage of use by respondents with 95% of
respondents rating it as excellent or good. The Dublin Swim Center received the lowest ratings, but was
still considered excellent or good by the majority of respondents. Residents in western Dublin were more
likely to give positive quality ratings to the Swim Center than those living in eastern Dublin.
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Future Park Amenity Priorities
Respondents' top priority for park amemtIes was multiple-use trails, with 89% indicating trails are
"essential" or "very important." This was consistent across subgroups, including different ages and
geographic location of residence in Dublin. Other top priorities for park amenities included passive areas
such as lakes and open space meadows, lighted sports fields, group picnic areas and shade structures. The
least important park amenities included cricket fields, lacrosse fields, bocce ball courts and volleyball
courts.
Future Facility Priorities
At least half of the respondents indicated that a gymnasium, outdoor water park, community theatre or a
social hall/rental space were "essential" or "very important." The least important facilities among
respondents were a cafe/juice bar, indoor running track, rock climbing wall and dance studio.
Respondents were also asked to indicate their top three priorities for facilities. A fitness center with
exercise and weight machines, a game room, a community theatre and an outdoor water park were most
frequently rated as a number one priority.
Current Leisure Habits of Respondents
The activities in which residents most highly participate in at a City of Dublin park or facility, as opposed
to another public or private facility, includes hiking/walking (66%) and running (40%). It is likely the
high level of participation in hiking/walking and running is why residents place such high value on multi-
use trails. Fitness training such exercise classes and weight training were more likely to have been done at
a private facility than at either a City of Dublin facility or other public facility. This is likely because there
are no municipal fitness/wellness centers in the Tri- Valley. However, developing a fitness center was
ranked by the highest number of respondents as a number one priority.
Essential Classes and Activities
Respondents were asked to rate the classes and activities that were most essential for the Department to
offer. The area rated as the most essential or very important was cultural festivals and events (56%). This
was followed by adventure trips/outdoor recreation (54%), science/math/engineering classes (47%),
student academic tutoring (47%), nutrition/weight loss training (47%), cooking classes and culinary events
(44%), hobby/special interest and social clubs (44%), and nature programs (43%). Programs deemed as
least essential and rated by the greatest number of respondents as not at all important include synchronized
swimming (74%), cricket (73%), lacrosse (69%), flag football (62%), and water polo (60%).
Reasons for Non-Participation
Respondents were asked to indicate the frequency of use in the past twelve months of various City
programs and facilities. For households that are not using City facilities or programs, most respondents
(48%) indicated they are too busy working and do not have enough time. This may correlate to the fact
that 71 % of respondents are working full-time, and 31 % are commuting at least 30 minutes each way. In
addition 33% of respondents indicated the days or times of activities are inconvenient, which underscores
the challenge of providing programs for dual career households. When asked about scheduling
preferences, 70% of respondents indicated that Saturday mornings were the most convenient to participate
in a class or activity. This was followed by Saturday afternoon (68%) and weekday evenings (67%).
There were 42% of respondents indicating they never participate in any of these types of activities or
facilities, even outside of Dublin. This means that it is likely over 40% of residents will never be
customers of the Department.
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Customer Expectations
Top customer expectations for programs included quality of instruction/teaching, having fun, safety,
cleanliness of facility and competitive price. It is interesting to note that quality instruction is more
important than competitive price. This may indicate that customers would be willing to pay more for
higher quality. Other important customer expectations included flexible scheduling and the ability to drop
in, ease of registration and responsive customer service.
Information Sources
Residents were asked which sources of information they were most likely to use for information about
parks, recreation and cultural arts activities provided by the City. The Guide was the most likely source,
with 90% indicating they were very likely or somewhat likely to use The Guide. Other popular methods
included direct mail (78%), City of Dublin website (74%), and the DublinRecGuide.com web site (66%).
The least likely sources included Community Television (22%), other television stations (24%), flyers
from schools (34%), and SFGate.com/BayInsider.com and other what-to-do websites (34%).
FOCUS GROUPS
While the mail-in survey provides a glimpse at what residents think about parks and community services,
it does not explain why they have those opinions. Three focus groups made up the next stage of the needs
assessment to gain a better understanding of residents' reasons behind their ratings and priorities.
Three resident groups were identified as target participants for the three focus groups. The first group was
composed of residents who lived around Bray Commons Park and were between the ages of 25 and 40.
This group was selected to determine if the park and recreation needs of those living in higher density,
attached housing units, were different than those in detached dwelling units. The second group contained
parents who were new customers with the Parks and Community Services Department since January
2007. This group was selected because families currently makeup the core customer base for Department
programs. The final focus group was dedicated to adults between the ages of 45 and 60, referred to as
"Boomers" in this report, because they are one of the fastest growing age groups in the nation. There were
a total of21 participants in the Focus Groups.
Key Findings
The focus groups were asked about the types of recreational activities they participate in, including those
provided by the City, by private companies or activities they did on their own. Adults in all three groups
currently participate in walking, running, biking, basketball, softball, yoga, tennis and weight lifting.
Children participated in soccer, dance, basketball, judo, Spanish classes and swimming.
There were many common barriers in all groups to participation in City activities. Cost was cited in both
the Boomers and Parents groups. Scheduling was an obstacle to participation for all three demographics.
Adults mentioned it can be difficult to find the time to commit to an eight-week long class. When asked if
the commitment of time required inhibited them from emolling, most participants felt commitment was
less. of an issue than cost. Participants suggested timing programs to fit with work schedules, and
coordinate parents' programs so that corresponding kids' activities are held at the same time. When asked
about the trend toward more healthy lifestyles, most participants in all groups wanted additional wellness
activities umelated to exercise, such as cooking, meditation, massage, gardening and lectures.
For parents of school aged children, having childcare available, especially during the summer was
important. Currently most of the camps offered are only half-day programs which don't meet the needs of
working households. One participant mentioned a problem with classes being cancelled on a regular basis
due to lack of emollment. Another participant mentioned safety and the need to provide responsible adult
supervision for the after school recreation program.
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Location was an important factor for some in deciding to participate in parks and recreation activities. For
some, east to west travel seems difficult. For others, neighborhood proximity was most important. Some
still felt Dublin was small enough to get around for recreational classes and activities.
Nearly all focus group participants knew about or had attended the St. Patrick's Day Festival and the Day
on the Glen Festival. Residents appreciated the entertainment and wide variety of activities. Parking for
the St. Patrick's Day Festival was noted as a problem by many focus group participants. Participants had
attended several festivals and activities in other cities, including summer concerts, antique fairs, street
festivals and farmer's markets.
When discussing new recreation facilities and where to deliver services, most Boomers were strongly in
favor of a single, upscale facility, centrally-located with state-of-the-art amenities. On the other hand,
residents in the other two groups would prefer having programs and facilities scattered throughout Dublin
with basic amenities, such as bathrooms, lighting and competent instructors (as opposed to "world-class"
instructors). Some residents noted that the new Shannon Community Center will be more convenient for
those living in western Dublin. Boomers preferred the Shannon Community Center to the Senior Center,
as there seemed to be a stigma associated with the word "senior," and it was unclear as to which programs
at the Senior Center were for the general public as opposed to the senior population.
For recreation information a majority of the participants used The Guide and felt it was an extremely
useful tool. It was considered easy to read, well-organized and focused. The City's website was mentioned
by many others. Other sources included local newspapers, newsletters, word-of-mouth, the library and the
Senior Center.
ONLINE FORUM
Two sets of online survey questions were posted to an online forum on the City's website to give more
residents the opportunity to provide feedback on parks and community services. The forum elicited
feedback from residents on special events and festivals, packaging options for classes, ways to encourage
participation and interest in specialized classes focused on wellness. The online forum included several
questions that shared a common theme with the focus groups, and focused on what influences
participation in activities, and solicited information about special events and festivals and wellness
classes. There were over 80 respondents to the online forum.
Key Findings
The most oft-mentioned factors influencing participation in recreation classes were schedule and class
content. Some forum respondents said their travel time to get to a class influenced their interest in a given
program, as did parking availability. A convenient registration process was also important to respondents.
When asked about living healthy lifestyles, there was a strong interest in wellness and nutrition classes
among forum respondents.
Residents that participated in the forum discussed a variety of events, including the St. Patrick's Day
Festival and Parade, Day on the Glen Festival, Spring Eggstravaganza, Outdoor Movie Nights and the
Family Campout. The family-friendly nature of the events made them popular, as did the community
feeling engendered by them. The only negative statements about these events concerned the perceived
increasing cost of rides, parking at the St. Patrick's Day Festival and the small number of artist booths at
Day on the Glen.
Consistent with all previous assessment components, The Guide was the most frequently mentioned first
source of information about upcoming events, programs and activities. Residents also mentioned the City
Web site as a resource, along with some local newspapers.
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PUBLIC INPUT WORKSHOP
The last step in the Needs Assessment process was to conduct a public input workshop to discuss the
results of the data collection. Staff invited the public to participate in the workshop with the Parks and
Community Services Commissioners and Heritage and Cultural Arts Commissioners. There were a total
of 12 participants.
The workshop began with a presentation of the results of the survey and focus groups. Next, the facilitator
broke the attendees into two smaller groups to discuss the results. Each group then presented their ideas
to all workshop participants. Some participants were surprised that the Baby Boomer focus group admired
the idea of a regionally remarkable "crown jewel" recreation facility; others were taken with the lack of
knowledge about Department programs and services, which was conveyed by high rates of "don't know"
survey responses. There was worry that a worsening economy might require that Dublin residents be
offered some job skills retraining. Many heard the need for disparate facilities that would enhance the
lives of residents whether in the east or west side of town.
After voting on priorities the top priorities from the public input workshop included:
. Completing current projects including the Shannon Community Center, Historic Park, Recreation
and Aquatic Complex, Fallon Sports Park and the anticipated community park included in the
redevelopment of surplus property at Camp Parks.
. Expanded marketing and promotions, and use of electronic communication
SUMMARY AND NEXT STEPS
The City now has an in-depth assessment of community's needs for parks, facilities, and recreational and
cultural programming. Both quantitative and qualitative information has been acquired through this
process, giving the Department excellent information to help focus the expansion and delivery of parks,
facilities and programs in the future.
With the Needs Assessment completed, the next step is to analyze the information and develop a ten-year
strategic plan. Similar to the Council's Strategic Plan, the Parks and Community Services Strategic Plan
will identify the Department's mission, setting its objectives, and developing strategies that enable it to
operate successfully into the future. These strategies and goals will be used to help determine the annual
work plan and objectives for the Department, and to prioritize future allocation of resources and higher
service levels. This will also help the Department to continue to be results oriented by aligning activities,
programs, core processes and resources with community needs.
The Plan will be developed by Staff with input from the Department's Advisory Committees and
Commissions. The draft Strategic Plan will be presented to Council for adoption this fall.
RECOMMENDATION: Staff recommends that the City Council receive the Staff report,
receive the presentation by National Research Center, and direct Staff to utilize the results of the Needs
Assessment to prepare a Ten-Year Strategic Plan for Parks and Community Services.
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City of Dublin Parks
and Community
Services
Needs Assessment
Overall Report
August 2008
Prepared by:
-
NATIONAL
RESEARCH
CENTERlNC.
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ATTACHMENT 1
3005 30th Street. Boulder, Colorado 80301 · t: 303-444-7863 · f: 303-444-1145. www.n-r-c.com
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I Table of Contents
Backg round ....... ... ...... ........... ..... ...... .... .............. .......... ........... ...... ............. ...... ... 1
Summary of Needs Assessment Results............................................................2
Appendix I: Methodology for Each Component ................................................ 12
Appendix II: Key Informant Interview Script ................................................... 17
Appendix III: Survey Instrument and Responses to Survey Questions........... 19
Appendix IV: Focus Group Script .....................................................................20
Appendix V: Online Forum Question Sets ........................................................ 21
Appendix VI: Public Planning Workshop Questions ......................................... 22
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I Background
In 2007, the City of Dublin Parks and Community Services Department hired National
Research Center, Inc. (NRC) to conduct a multi-component parks and recreation needs
assessment. The City was interested in learning about both user and non-user needs and
perceptions. Several overarching questions were of concern to the City. To what extent do
Dublin residents use the program and activities offered by the City? What do Dublin residents
enjoy about the leisure-time opportunities the City provides? What are some of the barriers to
participation in recreational and cultural activities that Dublin residents face? What additional
events or activities would residents like to see to enable greater participation in and enjoyment
of Dublin?
The centerpiece of this assessment was a five-page survey mailed to 3,000 households within
city limits. Topics included on this survey were derived, in part, from 30 key informant
interviews NRC conducted by telephone with community stakeholders in May and June of
2007. The mail-in survey provided residents the opportunity to rate the quality of life in the
City, as well as the delivery of Department programs and services. Residents could also
provide feedback on what parks and recreation services they would like to see offered in
Dublin, how they currently recreate, and the general barriers that may prevent them from
participating in desirable classes and activities.
The survey yielded 452 responses, providing a margin of error of generally no greater than
plus or minus five percentage points (at the 95% confidence level) around any given percent
reported for the entire sample. The survey provided abundant information about resident
perceptions and laying the groundwork to develop in-depth questions for subsequent focus
groups and an online forum.
Three focus groups were held in June 2008 with targeted subpopulations, such as those living
in multi-unit housing or those with children, to try to hear from people who may not have
responded to a mailed survey and to probe results from the survey in further detail. A total of
21 residents participated across the three groups. Focus group discussions centered on what
influences resident participation in recreational activities. Soon after, Dublin residents were
invited to participate in an online forum posted to the Internet by NRC, which garnered over
80 responses.
Results from all project components, including preliminary results from the online forum,
helped to develop the content for a public planning workshop, which was conducted in July
2008, with 12 participants. Participants included members of the Heritage Cultural Arts
Commission, the Parks and Community Services Commission and the public.
Results from each component of the project were reported upon completion. Results from the
needs assessment will be incorporated into a comprehensive strategic plan for the Parks and
Community Services Department. The Department can now move forward with planning,
confident that it has heard from a large number of residents.
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I Summary of Needs Assessment Results
Key findings from the various components are included below, followed by a series of
conclusions about the overall assessment, taking into account all the results.
Highlights of Each Component
Highlights of the results drawn from the key informant interviews, the random sample mail-
in survey, the focus groups, the online forum and the public planning workshop are described
in the pages that follow.
Key Informant Interviews
According to the 30 individuals interviewed, Dublin's Parks and Community Services
Department has been meeting or exceeding expectations.
· City of Dublin employees, local employers and residents all spoke highly of the
Department, the staff, program offerings, festivals, events and facilities.
· Perceived strengths included the variety of programs, quality facilities and park
maintenance, "excellent" customer service and responsiveness to citizen input.
· Respondents were generally unfamiliar with Dublin Parks and Community Services'
efforts to engage with the "harder to reach" populations, especially people that speak
languages other than English.
· Stakeholders generally believed efforts to communicate with the harder to reach
populations may become increasingly necessary as the community becomes more
diverse.
Respondents consistently reported that the parks and facilities were well-maintained,
accessible and clean. Activities and events were perceived as well organized with quality
instruction offered at a reasonable cost. Interviewees mostly reported that Dublin's recreation
offerings were on par with the private sector and neighboring communities. Several
respondents indicated the Department has developed strong partnerships to provide quality
instruction at a lower cost than that of the private sector.
Key Informants collectively described the City's customer service as responsive. The addition
of the dog park, skate park and cricket pitch were all mentioned as evidence of the
Department's responsiveness and willingness to expand facilities based on community input
and need.
Areas of potential improvement often mentioned by interviewees included the need to add
more facilities and meeting space, and expand teen programming. Additional gym facilities
and a new sports park were desired. Many interviewees felt the existing Dublin Swim Center
was outdated and in need of modernization.
In the area of arts and cultural opportunities, respondents reported that Dublin did not have
as much to offer as surrounding communities. Several respondents suggested that Dublin
create its own niche, some kind of arts and cultural opportunity not available in surrounding
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communities. Fifteen of the key informants felt it was important to make promotional
materials available in multiple languages.
Community-Wide Mail-In Survey
The survey asked residents to make both evaluative assessments, as well as describe priorities
about what they would like to see from the Parks and Community Services Department.
Quality of the Community and Its Offerings
Overall, residents were pleased with their quality of life in Dublin and with the City's parks
and leisure-time offerings. Quality of life ratings were positive and higher than average
compared to comparative ratings for other cities. Customer service and communications were
also viewed favorably. Seven in 10 felt the City's customer service was "excellent" or "good,"
and two-thirds felt the City communicated parks and recreation information effectively.
Table 1: Quality of Customer Service and Communications
Please rate each of the following aspects of living in I . I I
Dublin: ! Excellent ! Good !
g~~lity()!~~~!()rT'l~~~~r:"i~~p~()",i~~~by the City of D~~li~ 16% 57%
Effectiveness of communicating recreation and cultural
arts information to citizens
Fair I Poor , Total
22% 5% 100%
10%
57%
26% !
7%
100%
Residents especially appreciated the quality of the parks and facilities in Dublin. Of the
individual Parks and Community facilities residents were asked to rate, the Dublin Senior
Center received the highest quality ratings. In fact, the Dublin Senior Center received a higher
rating than the average of other senior centers in communities across the country.
Fi ure 1: Qualit of Individual Parks and Centers
Quality of Dublin
Heritage Center
89%
Quality of Dublin Senior
Center
Quality of Stager
Community Gymnasium
Quality of Dublin Swim
Center
0%
20% 40% 60% 80%
Percent of respondents reporting "excellent" or "good"
100%
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The quality of parks in Dublin was rated as "excellent" or "good" by 9 in 10 respondents and
8 in 10 felt the quality of sports fields was "excellent" or "good." The variety of recreation
programs and the quality of recreation programs was each rated as "excellent" or "good" by 7
in 10 respondents. The quality of cultural arts program and classes was rated as "excellent" or
"good" by approximately two-thirds of those completing the survey.
Quality of parks in Dublin
89%
Quality of City of Dublin sports fields
Variety of recreation programs offered by the City
of Dublin
Quality of City of Dublin recreation
programs/classes
Quality of City of Dublin cultural arts
programs/classes
0% 20% 40% 60% 80% 100%
Percent of respondents reporting "excellent" or "good"
Users and Non-Users
The survey contained questions about use of facilities and attendance at events. The Dublin
Public Library was used most frequently, with 78% having used it at least once in the last 12
months, and one-quarter reporting using it 15 or more times. The Library was also rated as
"excellent" or "good" by the vast majority of users. No other facility listed on the survey had
as much usage as the Library, with others being used by less than 25% of those responding to
the survey.
Activities like weight training, aerobics and classes (e.g., yoga, dance and music) were more
likely to have been done at a private facility than at either a City of Dublin facility or other
public facility. In addition, attending a play or concert, touring a museum or historic site and
visiting an art gallery or exhibit was done more frequently at other public facilities rather than
those operated by the City of Dublin.
Those who had "never" participated in a City program or used a City facility listed on the
survey were asked about their reasons. Nearly half reported that they were too busy, and 4 in
10 said they just never participate in these types of activities or visit these types of facilities, in
or out of Dublin. One third cited scheduling inconveniences.
It is important to note that safety, fun, quality of instruction and competitive pricing were
considered "essential" to about half of the survey respondents when deciding whether or not
to enroll in recreation classes or activities.
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Facility and Class Priorities
Park and Facility Priorities
The quality of parks and sports fields were rated higher than the national benchmark
provided by NRC, from its database of surveys in other jurisdictions around the country. At
the top among parks and park amenities was multiple-use trails; 89% felt this was "essential"
or "very important." The importance ratings for multiple use trails were consistent across
respondent subgroups, including the age of respondent and the side of the City the respondent
lived on.
When asked about facility priorities, at least half of survey participants felt that the
gymnasium, an outdoor water park, a community theatre and a social hall/facility rental
space were "essential" or "very important." Those facilities ranked as a #1 priority or #1, #2
or #3 priority by the most respondents were not always those viewed as "essential" or "very
important" by the highest percent of respondents. A fitness center with exercise and weight
machines, a teen lounge/game room, a community theatre and an outdoor water park were
most frequently rated as a #1 priority (approximately 11 % each), and at least one-quarter felt
they should be a #1, #2 or #3 priority. Although the gymnasium was not ranked as a #1 priority
by many respondents (8%), 29% felt it should be a #1, #2 or #3 priority.
Class and Activity Priorities
When determining what residents really want, it is valuable to look at the activities in which
they are already participating. The class or activity rated most important was cultural festivals
and events. Hiking/walking and running activities were most frequently engaged in at a City
facility rather than at another location listed on the survey (66% and 40%, respectively). This
high level of participation in hiking, walking and running is probably why residents have such
a high interest in multi-use trails as mentioned above.
Spending Priorities
In general, respondents felt that Dublin should continue the current level of spending for each
of the services they were asked to rate, which may be attributable to resident satisfaction with
City services. There were two areas for which about half of respondents were interested in
expanding spending:
.
open space preservation
park acquisition and development
.
For all of the other City services listed on the survey, half or more of respondents thought
that current spending amounts should be continued. Public Art was indicated by one-third of
respondents as an area the City should spend less public funds.
Information Sources
When asked about information sources, 90% of respondents reported that they were "very" or
"somewhat" likely to get their parks and recreation information from the quarterly activity
guide - The Guide - that they receive in the mail. About 80% were "very" or "somewhat"
likely to get information from direct mail flyers or postcards. Dublin's Web site and the
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online recreation guide were also cited by more than two-thirds of people as being a likely
source to use.
Focus Groups
Three focus groups were conducted with 21 residents, including Baby Boomers, parents with
children active in Dublin recreation programs and residents from the Bray Commons Park
area. The focus group participants were asked about the types of recreational activities they
tend to do, including those provided by the City and by private companies as well as activities
they do on their own. Adults in all three groups participated in walking, running, biking,
basketball, softball, yoga, tennis and weight lifting. Children participated in soccer, dance,
basketball, judo, Spanish classes and swimming.
There were many common barriers in all groups to participation in City activities. Cost was
cited in both the Boomers and Parents groups. Boomers felt the City activities were more
expensive than activities at private companies, while people in the other groups felt that
classes offered by private entities were more expensive than City-sponsored activities.
Scheduling was an obstacle to participation for all three demographic groups. Adults
mentioned it can be difficult to find the time to commit to an eight-week long class. When
asked if the commitment of time required to participate in an activity inhibited them from
enrolling, most participants felt cost was more of a barrier than time available to participate in
the activity. Participants suggested timing programs to fit with work schedules, and
coordinate parents' programs so that corresponding kids' activities are held at the same time.
Most participants in all groups wanted additional wellness activities unrelated to exercise, such
as cooking, meditation, massage, gardening and lectures. Most Boomers preferred to be active
in the morning, noting that the temperature is too hot later in the day to enjoy outdoor
aCtivIties.
For parents of school aged children, having childcare available, especially during the summer
was important. Currently most of the camps offered are only half-day programs, which do
not meet the needs of working households. One participant mentioned a problem with classes
being cancelled on a regular basis due to lack of enrollment. Another participant mentioned
safety and the need to provide responsible adult supervision for the after school recreation
program.
Location was an important factor in deciding to participate in parks and recreation activities.
For some, east to west travel seemed difficult. For others, neighborhood proximity was most
important. Some still felt Dublin was small enough to get around for recreational classes and
aCtiVIties.
When discussing new recreation facilities and where to deliver services, most Boomers were
strongly in favor of a single, upscale facility, centrally-located with state-of-the-art amenities.
On the other hand, participants in the other two focus groups would prefer having programs
and facilities scattered throughout Dublin with basic amenities, such as bathrooms, lighting
and competent instructors (as opposed to "world-class" instructors). Some participants noted
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that the new Shannon Community Center will be more convenient for those living in
western Dublin. Boomers preferred the Shannon Community Center to the Senior Center, as
there seemed to be a stigma associated with the word "senior," and it was unclear as to which
programs at the Senior Center were for the general public as opposed to the senior
population. When classes were for the general public but offered at the Senior Center, it was
unclear if the class has age restrictions.
Nearly all focus group participants knew about or had attended the St. Patrick's Day Festival
and the Day on the Glen Festival. Residents appreciated the entertainment and wide variety
of activities. Parking for the St. Patrick's Day Festival was noted as a problem by many focus
group participants. Participants had attended several festivals and activities in other cities,
including summer concerts, antique fairs, street festivals and farmer's markets.
The Day on the Glen Festival at Emerald Glen Park, I've
It's redllyfun... And especially anything that's multicultu
participate.
For recreation information a majority of the participants used The Guide and felt it was an
extremely useful tool. It was considered easy to read, well-organized and focused.
n to the last three years.
you know, we'd love to
I read that thing
cover to cover. I
that. I know
appreciated.
The City's Web site was mentioned by many others. Other sources included local
newspapers, newsletters, word-of-mouth, the Dublin Public Library and the Senior Center.
has the classes in
out classes and
and that can be
Online Forum
The online forum included questions about information sources, considerations regarding
program and event participation, obstacles to participation and solicitation of suggestions for
trade-offs in strategic planning and future programming.
Programs and Classes
The most oft-mentioned factors influencing participation in recreation classes were schedule
and class content. Some forum respondents said their travel time to get to a class influenced
their interest in a given program, as did parking availability. A convenient registration process
was important to respondents as well.
When asked about healthy living there was a strong interest in wellness and nutrition classes
among forum respondents. Some even suggested thematic classes, such as Cooking for Busy
Adults and wellness-tracking programs.
The online forum contained questions about two sets of trade-offs - affordability versus
quality and one-time programs versus a set of classes. In both cases, forum respondents were
split because they could see the advantages of each scenario. Some forum respondents
proposed a balance:
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and quality classes to appease those who can fit it into
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Festivals and Events
Residents that participated in the forum discussed a variety of events, including the St.
Patrick's Day Festival and Parade, Day on the Glen Festival, Spring Eggstravaganza, Outdoor
Movie Nights and the Family Campout. The family-friendly nature of the events made them
popular, as did the community feeling engendered by them.
Our family has attendee/the St. Patrick's Day celebration, Day on the Glen, and
Easter Egg Hunt--weJovWthings to do as a family locally, especially things that
celebrate our adopted "h6rnetown" and get us outside.
The only negative statements about these events concerned the perceived increasing cost of
rides and the number and type of vendor booths.
Information Sources
The Guide - whether online or in hardcopy - was the most frequently mentioned first source
of information about upcoming events, programs and activities. Residents also mentioned the
City Web site as a resource, along with some local newspapers.
Public Planning Workshop
The 12 people in attendance at the public planning workshop ultimately were asked, at the
end of their discussions, to choose up to four top priorities from among the 17 proposed.
Although some commissioners represented certain groups such as Dubliners who promote
trails and trail connectivity or Baby Boomers, all were asked to and agreed to consider all the
needs of the community, not simply those of their favored constituency. Discussion ranged
from surprise at results of the study so far to what it means for future steps Dublin needs to
take. Some participants were surprised that the Baby Boomer focus group admired the idea of
a regionally remarkable "crown in the jewel" recreation facility; others were taken with the
lack of knowledge of programs and facilities as conveyed by high rates of "don't know"
survey responses. There was worry that a worsening economy might require that Dublin
residents be offered some job skills retraining, and many heard the need for disparate facilities
that would enhance the lives of residents whether in the East or West side of town.
The top priority issue that emerged from the public planning workshop, marked by seven
individuals as being of critical importance, was to complete current facility improvement
projects, including the Shannon Community Center, the Dublin Historic Park, the
Recreation and Aquatic Complex, Fallon Sports Park and a Central Park at Camp Parks.
These facility and resource priorities were followed closely by a concern for marketing and
promotion (six people deemed this a top priority issue).
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Conclusions
Community Involvement
Residents in Dublin are participating in exercise and other recreation activities at the City and
other locations as well., However, the survey results indicated that many people are not
actively involved in either exercise or leisure activities currently, either because they are too
busy or tend to not regularly participate in such activities. Survey results also suggested that
certain types of activities, such as weight training and aerobics were more likely to have been
done at a private facility than at either a City of Dublin facility or other public facility, and
the qualitative data collection supported this finding as well. This may be due to the fact that
the City of Dublin does not currently have these types of specialized fitness facilities.
All of these non-users may be able to be converted into users of the Dublin Parks and
Community Services Department if there were programs and schedules that could appeal to
them. Factors considered critical to many survey respondents - safety, fun, quality of
instruction and competitive pricing - are all potentially within the City's control.
The Senior Center was well thought of by survey respondents. In fact, the key informant
interviews suggest that some people would like to see the City focus on another portion of the
population to bring other facilities up to the level that the Senior Center has achieved. Focus
group data suggest that many people might not consider attending a function or program at
the Senior Center because they do not consider themselves "seniors."
When asked on the survey about increasing spending, the areas that surfaced as priorities were
open space and parks, and yet, residents also wanted to see an increase in programs and facility
renovation, according to the interviews, focus groups and public planning workshop. This
mix of resident opinions suggests that when the Department decides on its priorities, it should
pay close attention to providing sufficient communication about priorities and trade-offs to
maintain the feeling Dublin residents have that they are being listened to.
The Guide was mentioned repeatedly as an excellent source of information about Dublin
activities and events and could provide a ready vehicle for communicating with residents
about departmental strategic plans. Other useful avenues seem to be the City Web site and
direct mailings to households.
Facilities and Programs
Many of those interviewed and surveyed expressed a desire for additional facilities - whether
to meet their meeting needs, to fulfill their own neighborhood's needs, or to provide new
types of programming, such as community theater. Their interest in facilities enhancement
included a completed Shannon Community Center and modernization of the existing Dublin
Swim Center building. Many also wanted to see additional programming, including wellness
classes, adult exercise classes concurrent with childcare or children's classes, and alternative
skill-building classes, such as stained glass making, wine tasting and other less traditional
programmmg.
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Regarding the factors of both cost and location, there was some dispute among needs
assessment participants. Some felt that Dublin Parks and Community Services programming
was more affordable than private sector classes and programs; however, some thought that
Dublin's public recreation programs were more costly than equivalent private sector
programs. It may be that people were thinking of different types of programs when
companng costs.
Dublin residents seem to be split about what constitutes "too far" to travel for recreation
programs and facilities. Some residents think that Dublin is small enough that East and West
side activities are both equally accessible, while others would not travel from one side of
Dublin to another for a regularly scheduled activity or program.
It was thought that the Shannon Center could appease those who did not want to drive as far
to attend programming and also would provide additional class opportunities. Having
facilities and programming available on both sides of town also could function to help all
neighborhoods feel like they were a part of the community and that preferential treatment
was not being given to anyone area of Dublin.
Children's programming and childcare that would allow parents to work and/or participate
in classes seemed to be a high priority for residents with children. Scheduling convenience was
important to parents in the assessment as well as to others who work or participate in other
activities. Ideal class times for most people seem to be Saturday mornings, Saturday afternoons
and weekday evenings. Convenience in administrative procedures also emerged as important;
people wanted to be able to register in multiple ways (without having to remember an
assigned password), to drop in and to switch classes, for example. Their impression was that
not all of these administrative features were currently available through Dublin Parks and
Community Services.
Community Events
The general sentiment among all constituents represented in the needs assessment was that
Dublin's current festivals and events were enjoyable, family-friendly and made an important
contribution to the overall feeling of community in Dublin. Most needs assessment
participants had attended at least one of the City's annual festivals or events. The only
complaints voiced were about pricing of rides, availability of parking and the need for more
artist booths and less commercial vendors.
Many felt that Dublin has fewer of these types of community events and activities than do
surrounding areas. Some residents believed this might present an opportunity to expand on
community events and! or create a unique niche event that would set Dublin apart from its
neighbors and attract area residents.
Overall Conclusions
Taking all of the needs assessment components together, the City of Dublin has many
opportunities for improving and enhancing its offerings to residents. These include new and
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renovated facilities, additional and flexible programming, and the development of new
centralized community events.
Because resources are always an issue, the City will need to prioritize in its strategy for
moving forward. It is recommended that programming changes and decisions be actively
communicated with residents. The Guide, the City Web site, direct mailings and newspaper
coverage may be good places to start.
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I Appendix I: Methodology for Each Component
The Dublin Parks and Community Needs Assessment relied on a several different methods
for data collection. The methodology used for each component is described below.
Key Informant Interviews
Design
City of Dublin Parks and Community Services staff in collaboration with National Research
Center, Inc. (NRC) staff developed an interview script. The City provided NRC with the
names and telephone numbers for over 30 community stakeholders. A letter from the Mayor,
Janet Lockhart, was sent to each community stakeholder on the list describing the study,
asking for their participation and informing them that an NRC staff member would be
contacting them to schedule the interview.
Data Collection
From the list of key stakeholders, NRC conducted interviews with stakeholders from a
variety of perspectives. An NRC Research Associate conducted the phone interviews. All
interview comments were entered into a Microsoft Access database and were digitally audio-
recorded for use in data analysis. Interviews occurred in May and June of 2007 and lasted
approximately 30 minutes each. Stakeholders were encouraged to provide honest feedback
and received assurance that their responses would be completely confidential.
Interview Analysis
The interview script included both closed-ended and open-ended questions (see Appendix II:
Key Informant Interview Script to see the complete set of questions). The closed-ended
questions are reported with frequency percentages. The open-ended responses were analyzed
using a qualitative approach: first all responses were read to identify key statements; the key
statements were then clustered by theme and summarized for the report of results.
Survey
Questionnaire Development
Development of the survey was a collaborative process between NRC and City of Dublin
staff. The first draft of the 2007 Dublin Parks and Community Services Survey was based on
results from key informant interviews conducted with community stakeholders by NRC. The
survey consisted of four pages of thematically similar statements grouped into question sets, as
well as a fifth page of sociodemographic questions. Questions ranged from the quality of
services provided by the City, the importance of the City providing facilities and classes and
resident reports of current participation in various parks and recreation activities. Dublin staff
provided feedback on the survey and consequently, some questions from the draft were
removed, some were revised and some new questions were added.
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Sample Selection
Approximately 3,000 households within the city limits of Dublin were selected to participate
in the survey using a stratified, systematic sampling method on addresses within carrier routes.
(Systematic sampling is a method that closely approximates random sampling by selecting
every Nth address until the desired number of households is chosen. Carrier routes are mail
carrier delivery zones defined by the USPS.) Attached housing units were over-sampled to
compensate for detached housing unit residents' tendency to return surveys at a higher rate.
An individual within each household was randomly selected to complete the survey using the
birthday method. (The birthday method selects a person within the household by asking the
"person whose birthday has most recently passed" to complete the questionnaire. The
underlying assumption in this method is that day of birth has no relationship to the way
people respond to surveys.)
Survey Administration and Response Rate
Households received three mailings each beginning in late October. Completed surveys were
collected over the following eight weeks. The first mailing was a prenotification postcard
announcing the upcoming survey. A week after the prenotification postcard was sent the first
wave of the survey was sent. The second wave was sent one week after the first. The survey
mailings contained a letter from the Mayor inviting the household to participate in the 2007
Dublin Parks and Community Services Survey, a questionnaire and self-mailing envelope.
About 9% of the surveys were returned because the housing unit was vacant or the postal
service was unable to deliver the survey as addressed. Of the 2,726 eligible households, 452
completed the survey, providing a response rate of 17%.
Confidence Intervals
It is customary to describe the precision of estimates made from surveys by a "level of
confidence" (or margin of error). Based on the number of completed surveys, the 95 percent
confidence level for the survey is generally no greater than plus or minus five percentage
points around any given percent reported for the entire sample (452 completed interviews).
For each demographic subgroup from the survey, the margin of error rises to as much as plus
or minus 17% for a sample size of 32 (in the smallest subgroup - households with children 17
or younger) to plus or minus 5% for a sample size of 404 (in the largest subgroup - English
primary language spoken at home). Where estimates are given for subgroups, they are less
precise. Generally the 95% confidence interval is plus or minus five percentage points for
samples of about 400 to 10 percentage points for samples as small as 100.
Weighting the Data
The demographic characteristics of the survey sample were compared to those found in the
2000 Census estimates and other population norms for the City of Dublin and were
statistically adjusted to reflect the larger population when necessary.
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Data Analysis
Completed questionnaires were checked for accuracy by NRC staff. The data were then
entered, and the results analyzed using the Statistical Package for the Social Sciences (SPSS).
For the most part, frequency distributions are presented in the body of the report. A
complete set of frequencies for each survey question is presented in Appendix IlL' Survey
Instrument and Responses to Survey Questions.
Also included are results by demographic characteristics. Common statistical testing was done
to determine whether there were statistically meaningful differences among demographic
subgroups. Chi-square or ANOV A tests of significance were applied to these breakdowns of
selected survey questions. A "p-value" of 0.05 or less indicates that there is less than a 5%
probability that differences observed between groups are due to chance; or in other words, a
greater than 95% probability that the differences observed in the selected categories of our
sample represent "real" differences among those populations.
Focus Groups
Design
The City of Dublin Parks and Community Services staff developed each of the three focus
group scripts in collaboration with NRC staff. The focus group scripts shared many common
themes with a few unique questions and probes designed for each of the three targeted
populations. The scripts focused on what influences resident participation in recreational
activities, and solicited information about the types of activities that residents would like to
see offered by the City.
Participant Recruitment
Using the survey results and guidance from NRC, the City determined three populations of
interest for the focus groups. Three resident groups were recruited as target participants for
the three focus groups. The first group was composed of residents who lived around Bray
Commons Park and were between the ages of 25 and 40. This group was selected to determine
if the needs of those living in higher density attached housing have unique park and recreation
needs. The second group contained parents with children who created an account with the
Parks and Community Services Department since January 2007. This group was selected
because it currently represents the Departments core customer base. The final focus group
was dedicated to adults between the ages of 45 and 60, referred to as "Boomers" in this report.
This group was selected as it is a fast growing segment of the community.
Recruitment strategies varied depending upon the target population. Residents living near the
Bray Commons Park neighborhood were mailed postcards to alert them to the upcoming
focus group. Additionally, flyers were posted throughout the neighborhood, focusing on high
visibility areas, such as grouped mailboxes at apartment complexes.
The Boomer group, consisting of adults who were between 45 and 60 years of age, was
recruited through flyers posted around the city, at community centers, places of worship and
through an advertisement in the City's quarterly activity guide. Originally this group was
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reserved just for adults 45 to 60 who had never registered for a parks or recreation class with
the City. However, recruitment was slowest for this group, so an additional email was sent
out to customers within this age range inviting them to participate in this focus group.
Further, residents who had called to inquire about any of the parks and recreation focus
groups but who initially were excluded because they were customers were called back and
invited to join the group if they met the age requirements.
Approximately 125 parents were randomly selected from a database of new customers (i.e.,
those who had created an account any time after January 2007). Participants for the parent
focus group were recruited through email.
All recruitment materials provided residents with a phone number and an email address of an
NRC staff member they could contact to schedule participation in the focus group, or to ask
questions.
Data Collection
Residents could call or email to schedule participation in the focus groups. Focus groups were
scheduled for approximately 90 minutes each and held on the following dates and times:
.
Bray Commons Park: June 4, 2008, 4:00 p.m.
Boomers: non-customers and customers: June 4, 2008, 7:00 p.m.
Parents: June 5,2008,4:00 p.m.
.
.
Groups held on June 4 were hosted at the Dublin Civic Center in the Regional Meeting
Room; the group on June 5 was held at the Dublin Senior Center in Classroom A.
Refreshments were provided to each group, along with a thank you gift. The Bray Commons
Park group had four participants, the Boomer group had 12 participants and the Parent group
had five. As is typical of focus groups, the total attendance at each group was smaller than the
total number who had agreed to attend. This attrition was expected and planned for.
Data Analysis
Groups were lead by a facilitator; and all groups were audio recorded and later transcribed.
The transcripts were then analyzed qualitatively. The analyst organized excerpts of each
discussion so that recurrent themes could be coded and further analyzed.
Online Forum
Design
The City of Dublin Parks and Community Services staff developed the questions for the
online forum in collaboration with NRC staff. The online forum items shared many common
themes with the focus groups, with a few unique questions designed specifically as follow up
to data collected in the focus groups. The questions focused on what influences resident
participation in recreational activities, and solicited information about special events and
festivals and wellness classes.
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Participant Recruitment
All residents were eligible to. participate in the online forum. The City announced the online
forum through the media and an e-mail blast to active customers in the Department's
database, and provided a Web link to access the forum. A first set of questions was posted
from mid-June to mid-July. Responses to these questions, and the responses to the focus
groups were analyzed, and a new set of questions were developed. These new questions were
posted to the same site from mid-July to the end of July.
In addition to these customized questions, residents who logged on to the online forum were
asked a series of demographic questions. These questions help provide context to the
responses provided.
Participants were allowed to answer both the first and second set of questions if they wished,
and were not required to answer all of the questions. Approximately 80 responses were
received, the majority of which were to the first set of questions.
Data Analysis
Resident feedback was analyzed by organizing responses to each question and identifying
emergent themes.
Public Planning Workshop
Design
The workshop began with a presentation of the results of the survey and focus groups. Next,
the facilitator broke the attendees into two small groups of 5 to 6 people. Each participant was
given a worksheet with four questions. Participants were given 5 to 10 minutes to answer the
worksheet questions on their own, then 10 to 15 minutes to share their ideas within their
small groups. Each group then presented their ideas to all workshop participants.
Group responses regarding City priorities for the future were written on flip charts placed
around the room. Each participant was given four dots they could use to "vote" on the top
four items they felt were important. Respondents were to place only one dot per item, so that
each dot or "vote" for an item represented only one individual.
Participant Recruitment
The City of Dublin invited all interested residents to participate in the public workshop
through press releases, flyers and e-mails to existing customers in the Department's database.
In addition to the public, Commissioners from the Heritage and Cultural Arts Commission
and the Parks and Community Services Commission were invited to attend.
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I Appendix II: Key Informant Interview Script
The following pages contain the script used for the key informant interviews.
Key Informant Interview Script
Thank you for agreeing to talk with me. I anticipate that this interview will last about 30
minutes, and appreciate any information you can provide.
As you know, Dublin's Parks and Community Services Department is conducting a parks and
recreation needs assessment. During our conversation today, when I talk about parks and
recreation, I mean not only the traditional aspects you usually think of, but also leisure
activities such as bridge games, social and cultural activities such as festivals and art shows, and
events for special populations like older adults and youth such as Senior Health Screenings or
Driver's Education.
I want to reassure you that your answers are completely confidential and will be recorded and
reported without your name or affiliation.
Although your responses will only be reported as part of a group, it is helpful for accuracy
and data analysis to make an audio recording your responses. Is it okay if I record this
interview?
1. In general, what is your experience with parks and recreation in Dublin? What is your knowledge
or experiences with parks and recreation service provision or use in Dublin? (Probe: personal,
professional, provider)
2. How would you rate Dublin's parks and recreation services, overall? Would you say they are
excellent, good, fair or poor? Why?
3. In what ways do you think the City is meeting the parks and recreation needs of the Dublin
community? Are there parks and recreation needs that the City is not meeting?
4. How would you rate the arts and cultural opportunities provided by the City? Would you say they
are excellent, good, fair or poor? Why?
5. What additional arts and cultural opportunities, if any, do you think the City should be providing?
6. I'm going to ask you a couple of questions about the relationship between what the City offers
and what the private sector or other agencies offer.
a. Are there recreational or cultural arts programs offered by other service providers that are
perceived as a better value or having higher quality than those offered by the City of
Dublin? Tell me more about that.
b. In what recreational and cultural arts service areas, if any, do you think that neither the
City nor the private sector is meeting the community's needs?
c. How about parks and facilities?
The City of Dublin is a vibrant and diverse community. Understanding that all citizens have
unique recreational and cultural needs, the City wants to ensure the Parks and Community
Services Department is meeting the various needs of the community, including those of
harder to reach populations such as commuters, youth, seniors, people with disabilities,
residents of lower income and those who have difficulty communicating in English.
I Overall Report
Page 17
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7. In terms of parks and recreation services and facilities, how well do you feel the City is doing to
meet the needs of these harder to reach populations? Why?
8. Are there ways the City could better meet the needs of any particular populations?
9. As the City conducts the needs assessment, it wants to encourage the participation of all
segments of the community, particularly in the survey and focus group components. What
suggestions do you have for engaging the various segments of the community in the needs
assessment? What about the harder-to-reach residents we've discussed?
10. Is there anything else you would like to tell me about parks and recreation needs in Dublin that
might be important for us to consider as part of this study?
Finally, I have a few demographic questions about you and your household.
11. How many years have you lived or worked in the Dublin area?
12. How many people live in your household? Ages?
13. Do you or members of your household use any of Dublin's parks, recreation or leisure services?
14. Do you know other households that use these services?
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Appendix III: Survey Instrument and Responses
to Survey Questions
The following pages contain the survey instrument with a complete set of frequencies
embedded within it.
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Page 19
City of Dublin Parks, and Recreation Survey
0<. ~-3
Please complete this questionnaire if you are the adult (age 18 or older) in the household who most recently
had a birthday. The adult's age does not matter. Your responses are anonymous and will be reported in group
form only.
1. Please rate each of the following aspects of living in Dublin:
2. Currently, the City spends tax dollars to provide each of the following services. For each service, indicate if
you believe the City should spend more, continue the current level of spending or spend less.
Spend Continue Spend
more current less
b. Cultural and performing arts programs................................... 25% 41% 14% 21%
d. Special events and festivals................................. ................ 29% 56% 8% 7%
f. Recreation facility development........................................... 38% 45% 4% 12%
Open space preservation.................................................... 50%
3. Please rate how likely or unlikely you are to get information about parks, recreation and cultural arts
activities provided by the City from each of the following sources:
Very Somewhat Somewhat Very Don't
likely likely unlikely unlikely know
b. Quarterly Activity Guide that you receive in the mail............ 61 %
28%
5%
5%
1%
Electronic newsletters................................................. 13%
26%
24%
27%
10%
h. Flyers from schools..................................................... 14%
17%
17%
43%
10%
j. Radio stations........................................................... 11 %
32%
22%
31%
3%
l. Other television.......................................................... 6%
16%
25%
42%
11%
[it 0 Dublin Parks and Recreation Surve
1
4. Please rate how important you think it is for the City of Dublin to provide the following types of par par.
amenities listed below. Then rank which THREE you think should be the highest priority, with a "1" for the
most important, "2" for the second most important and "3" for the third most important.
Very Somewhat Not at all
Essential important important important
b. Group picnic areas...............................................21%
42% 30% 5% 1%
24% 36% 15% 3%
21% 46%
..~III'''~
35%
11%
d. Dedicated areas for dogs to run/play ........................22%
.-::;~:::Tl;;_i::,~;"
38%
7%
5. In the past year, have you or any member of your household participated in any of the following activities at a
City of Dublin facility, another public facility or a private facility? (For each activity, please check all facility
locations that apply or indicate if you did not participate at any facility.)
Did at a City of Did at another Did at a private
Dublin facility public facility facility
~,
Cit 0 Dublin Parks and Recreation Surve
6. Please rate how important you think it is for the City of Dublin to provide the following facilities listed 15 low.
Then rank which THREE you think should be given the highest priority, with a "1" for the most important, "2"
for the second most important and "3" for the third most important.
Very Somewhat Not at all
Essential important important important
b.
32%
20%
28%
18%
39%
31
f. Art studio/workshop........................................... 6%
43%
25%
22%
4%
5%
4%
36%
FRo,
36% 33% 14%
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34% 33% 9%
:l!4%
23% 38% 28% 0%
'l.:l}%
7. Please rate how important to you and your household it would be to have each of the following classes and
activities in Dublin.
Somewhat
d. Cricket program.................................................. 3%
17%
67%
Don't
know
B%
8%
9%
j. Badminton........................................................ 6%
25%
55%
l. Hobby, special interest or social clubs....................... 11 %
35%
19%
n. Track and field................................................... 8%
28%
34%
p. Cooking classes and culinary events........................ ..14%
34%
21%
r. Career development classes................................... 12%
33%
25%
t. Foreign language classes....................................... 12%
31%
27%
v. Cultural festivals and events.................................. .22%
7%
4%
5%
3%
4%
3%
27% 25% 4%
'II
32% 25% 3%
41i
.. .. 30% 19% 4% 12% 35%
Cit 0 Dublin Parks and Recreation Surve
3
8. Below is a list of activities and facilities operated by the City of Dublin. Please indicate whether you or a yone
in your household have participated in a City of Dublin activity or used a City of Dublin facility in the last 12
months. If you have participated in an activity or used a facility at least one time, please rate the quality of
the activity or facility.
Qualitv
(If used at least one time)
9. For any items in question 8 (above) for which you selected "never," which of the following, if any, describe
your household's reasons? (Please check all that apply.)
40% Never participate in any of these types of activities/facilities, even outside of Dublin
2% Lack of transportation to get to activities/facilities
45% Too busy working or not enough time to participate in any activities/use any facilities
10% Fees too high for activities/facilities
7% Location(s) of activities/facilities are inconvenient
31% Days or times for activities are inconvenient
1% Physically unable to participate in any activities/use any facilities
1% Language/cultural differences
34% Other (please specify)
10% Not applicable
10. Please rate how important each of the following characteristics is to your decision to enroll or participate in
recreation classes and activities.
Very
important
Somewhat
important
Not at all
important
Don't
know
b. Competitive price.......... ... ..... ... .... .................... .44%
37%
12%
2%
5%
d. Individualized attention from instructor/coach...........22%
41%
26%
5%
6%
f. Appearance of staff........................................... .24%
39%
27%
5%
5%
h. Having fun. .......................... ................. ......... ...52%
36%
7%
1%
5%
39%
......."'...,....
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23%%
25% 5%
tll%
33% 19%
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5%
Cit 0 Dublin Parks and Recreation Surve
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11. How likely or unlikely are you or other members of your household to participate in classes and activitie
during each of the following times and days of the week?
t
j.
Demographics
12. About how long have you lived in Dublin?
14% Less than 1 year
41% 1 to 5 years
19% 6 to 10 years
26% 11 or more years
13. In which type of housing unit do you live?
53% Detached single family home
26% Condominium or townhouse
21 % Apartment
<1% Other
14. Do you own or rent your residence?
73% Own 27% Rent
15. Which of the following best describes your age?
4% 18 - 24 18% 45 - 54
34% 25 - 34 8% 55 - 64
29% 35 - 44 6% 65 years or older
16. For each of the following age groups, please
select "yes" if there are members of your
household in that age range and "no" if there
are not.
17. About how much was your household's total
income before taxes in 2006? (Please include
in your total income money from all sources for
all persons living in your household.)
2% Less than $24,999
10% $25,000 to $49,999
33% $50,000 to $99,999
28% $100,000 to $149,999
27% $150,000 or more
16%
18~
14% 17%
2.7'~""F"'3'1%"
. ''i''~"" ;....,xx ," "
jJS >'\~~'~ " ..... .'.-' _' ,
16% 39%
3%
2%
3%
2%
33%
15%
3%
28%
18. What is your gender?
47% Female 53% Male
19. What is your race? (Mark one or more races to
indicate what race you consider yourself to be.)
69% White/European American/Caucasian
2% Black or African American
26% Asian or Pacific Islander
1% American Indian, Eskimo or Aleut
6% Other
20. Are you Hispanic/Spanish/Latino?
4% Yes 96% No
21. What is the primary language spoken in your
home?
91% English <1% Farsi
1 % Spanish < 1 % Vietnamese
1 % Tagalog < 1 % Russian
2% Mandarin 1 % Cantonese
3% Other
22. What is your employment status?
71 % Working, full-time
10% Working, part-time
1 % Unemployed, looking for work
< 1 % Unemployed, but not looking for work
8% Retired
2% Student
8% Homemaker
<1% Other
23. If you work, where is your primary work
location?
15% Do not work
6% Work from home
8% In Dublin, but not from home
22% Within 15 minutes of Dublin
18% Between 15 to 30 minutes from Dublin
31% More than 30 minutes away from Dublin
The City of Dublin greatly appreciates your responses! Please return the survey in the enclosed business
reply envelope to the independent organization analyzing the results at:
National Research Center, Inc., 3005 30th Street, Boulder, CO 80301
Cit 0 Dublin Parks and Recreation Surve
5
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I Appendix IV: Focus Group Script
The following pages contain the script used in the focus groups.
I Overall Report
Page 20
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Dublin Parks and Recreation Moderator Discussion Guide
Group 3 - Boomer Non-Users
Welcome and Ground Rules (9 minutes)
Hello. Thank you all for coming and participating in this focus group discussion. My name is
Tom Miller, and I work for an independent research group called National Research Center.
You were invited to join this discussion because you all live in the City of Dublin and may not
regularly take advantage of the recreation center's facilities and activities. The City of Dublin
Parks and Recreation department is sponsoring this focus group discussion to learn about your
interests.
How many of you have participated in a focus group before? In case you have not been in a focus
group before, a focus group is a structured discussion where we'll ask you a series of questions to
encourage sharing of ideas and opinions. We really want you to express yourself openly and
honestly. There are no right or wrong answers. We just want to know what you think.
Weare going to tape record this session to ensure our report accurately reflects your comments.
However, your responses will not be linked with your name in any way. Everything you say will be
kept strictly confidential. Because we are taping, I may need to remind you occasionally to speak
up or talk one at a time so that we can hear you clearly when we review the session audio tapes
I am your guide, but I want the conversation to be among all of you. Each time I ask a question,
we don't need to go around the table to let everyone respond in turn. But every so often I may
check in and make sure that we get a chance to hear from different people because it is important
that we understand different perspectives. There are only of you, so each one of your
perspectives is important to hear. If you would like to add to an idea, or if you have an idea that is
different from other people's ideas, that's the time to jump into the conversation. Bear in mind,
we're not looking for consensus here; we're looking to hear a variety of opinions and experiences.
[Mention food protocol, gift at end of group, no bathroom break].
0711.38-
Recreational Activities (50 minutes)
1. Let's begin by pronouncing your name for the group and telling us briefly about what types of
recreation activities you most like to participate in.
Probe: Focus on exercise. When would you most like to see this activity offered? Time of day?
Day of week? Length of class? Ability to drop in?
2. When you are considering participating in a recreation activity or leisure class, what is
most important to you?
Probe: What's least important to you? If never participate, why/what would it take? If the class
were offered through the Senior Center, would that affect your decision?
Note for facilitator:
*Focus on age cohort with this group to dig deeper into their e:>..pectations biases.
Do thry prefer special interest group/ club activities best?
Are thry lookingfor it to be male onlY or female onlY?
Are thry hoping to make friends, meet people?
Does location of activity matter?
Do transportation concerns plqy a role?
3. What types of wellness activities [other than exercise] are you interested in? For example,
are you interested in healthy cooking, receiving nutrition advice, programs that track
overall wellness and provide support systems?
Probe: Would you consider visiting the senior center for one of these programs of interest to you?
4. Let's talk about your favorite special events, cultural events or festivals in Dublin. What
do you like about them?
Probe: Are they some you don't like? Tell me what you like or dislike about festivals and cultural
events. Are there any specific cultural events or festivals that you enjoy more or less than
others? What other events do you like to attend in other communities? Should Dublin
offer more events and festivals or not? Why?
Packaging (20 minutes)
5. Sometimes the city must choose between affordability and quality when considering
making new facilities and activities available to the community. Which do you think is
more important for the City to focus on ~ affordability or quality?
Probe: Would you rather the City provide top instruction such as Golf Pros and Olympic Swim
Coaches at a higher cost OR would you rather the City provide moderate instruction - a
skilled golf instructor and swim coach and keep prices lower? How about more but smaller
fields, pools, etc.?
6. Some think that putting many recreation opportunities in one location is most efficient,
but others think that many smaller recreation opportunities spread around Dublin is
better. What do you think?
30 ~ 38
Marketing (10 minutes)
7. What information sources do you use to get information about Dublin parks and
recreation opportunities?
Probe: What attracts you to these sources? Does it seem hard or easy to obtain information about
events and activities in Dublin?
Conclusion (1 minute)
That concludes our discussion. I've enjoyed talking with all of you. On your way out,
will give you your thank you gift.
31 i 32
Dublin Parks and Recreation Moderator Discussion Guide
Group 2 - Current and Recent Customers, with Children
Welcome and Ground Rules (9 minutes)
Hello. Thank you all for coming and participating in this focus group discussion. My name is
Tom Miller, and I work for an independent research group called National Research Center.
You were invited to join this discussion because you all have used the City of Dublin Recreation
Center and have children. The City of Dublin Parks and Recreation department is sponsoring
this focus group discussion to learn about your interests.
How many of you have participated in a focus group before? In case you have not been in a focus
group before, a focus group is a structured discussion where we'll ask you a series of questions to
encourage sharing of ideas and opinions. We really want you to express yourself openly and
honestly. There are no right or wrong answers. We just want to know what you think.
Weare going to tape record this session to ensure our report accurately reflects your comments.
However, your responses will not be linked with your name in any way. Everything you say will be
kept strictly confidential. Because we are taping, I may need to remind you occasionally to speak
up or talk one at a time so that we can hear you clearly when we review the session audio tapes
I am your guide, but I want the conversation to be among all of you. Each time I ask a question,
we don't need to go around the table to let everyone respond in turn. But every so often I may
check in and make sure that we get a chance to hear from different people because it is important
that we understand different perspectives. There are only of you, so each one of your
perspectives is important to hear. If you would like to add to an idea, or if you have an idea that is
different from other people's ideas, that's the time to jump into the conversation. Bear in mind,
we're not looking for consensus here; we're looking to hear a variety of opinions and experiences.
[Mention food protocol, gift at end of group, no bathroom break].
3cR ':f 3g
Recreational Activities (50 minutes)
1. Let's begin by pronouncing your name for the group and telling us briefly about what types of
recreation activities your child(ren) most like to participate in.
Probe: Focus on exercise. When would you most like to see this activity offered? Time of day?
Day of week? Length of class? Ability to drop in?
2. When you are considering placing your child(ren) in a recreation activity or class, what is
most important to you?
Probe: What's least important to you? If never participate, why/what would it take?
Note ftr facilitator:
Do thry prefer special interest group/ club activities best?
Are thry lookingftr it to be male onlY or female onlY? Age/ abiliry cohorts?
Are thry hoping kids will make friends, meet people?
Does location if activiry matter?
Do transportation concerns plqy a role?
3. What types of wellness activities [other than exercise] might your children be interested
in? For example, healthy cooking, receiving nutrition advice, programs that track overall
wellness and provide support systems?
4. Let's talk about your favorite special events, cultural events or festivals in Dublin. What
do you like about them?
Probe: Are they some you don't like? Tell me what you like or dislike about festivals and cultural
events. Are there any specific cultural events or festivals that you enjoy more or less than
others? What about your kids? What other events do you like to attend in other
communities? Should Dublin offer more events and festivals or not? Why?
Packagina (20 minutes)
S. Sometimes the city must choose between affordability and quality when considering
making new facilities and activities available to the community. Which do you think is
more important for the City to focus on ' affordability or quality?
Probe: Would you rather the City provide top instruction such as Golf Pros and Olympic Swim
Coaches at a higher cost OR would you rather the City provide moderate instruction - a
skilled golf instructor and swim coach and keep prices lower? How about more but smaller
fields, pools, etc.?
6. Some think that putting many recreation opportunities in one location is most efficient,
but others think that many smaller recreation opportunities spread around Dublin is
better. What do you think?
33 ~28
Marketina (10 minutes)
7. What information sources do you use to get information about Dublin parks and
recreation opportunities? What information sources do your kids use?
Probe: What attracts you to these sources? Does it seem hard or easy to obtain information about
events :md activities in Dublin?
Conclusion (1 minute)
That concludes our discussion. I've enjoyed talking with all of you. On your way out,
will give you your thank you gift.
34 ~ 38
Dublin Parks and Recreation Moderator Discussion Guide
Group 1 - Younger, Geography-based
Welcome and Ground Rules (9 minutes)
Hello. Thank you all for coming and participating in this focus group discussion. My name is
Tom Miller, and I work for an independent research group called National Research Center.
You were invited to join this discussion because you all live in and around Bray Commons Park.
The City of Dublin Parks and Recreation department is sponsoring this focus group discussion to
learn about your interests.
How many of you have participated in a focus group before? In case you have not been in a focus
group before, a focus group is a structured discussion where we'll ask you a series of questions to
encourage sharing of ideas and opinions. We really want you to express yourself openly and
honestly. There are no right or wrong answers. We just want to know what you think.
We are going to tape record this session to ensure our report accurately reflects your comments.
However, your responses will not be linked with your name in any way. Everything you say will be
kept strictly confidential. Because we are taping, I may need to remind you occasionally to speak
up or talk one at a time so that we can hear you clearly when we review the session audio tapes
I am your guide, but I want the conversation to be among all of you. Each time I ask a question,
we don't need to go around the table to let everyone respond in turn. But every so often I may
check in and make sure that we get a chance to hear from different people because it is important
that we understand different perspectives. There are only of you, so each one of your
perspectives is important to hear. If you would like to add to an idea, or if you have an idea that is
different from other people's ideas, that's the time to jump into the conversation. Bear in mind,
we're not looking for consensus here; we're looking to hear a variety of opinions and experiences.
[Mention food protocol, gift at end of group, no bathroom break].
3> 1.s~
Recreational Activities (50 minutes)
1. Let's begin by pronouncing your name for the group and telling us briefly about what types of
recreation activities you most like to participate in.
Probe: Focus on exercise. When would you most like to see this activity offered? Time of day?
Day of week? Length of class? Ability to drop in?
2. When you are considering participating in a recreation activity or leisure class, what is
most important to you?
Probe: What's least important to you? If never participate, why/what would it take?
Note for facilitator:
Do thry prefer special interest group/ club activities best?
Are thry lookingfor it to be male onlY or female onlY? Age/ability cohorts?
Are thry hoPing to make friends, meet people?
Does location if activity matter?
Do transportation concerns plqy a role?
3. What types of wellness activities [other than exercise] are you interested in? For example,
are you interested in healthy cooking, receiving nutrition advice, programs that track
overall wellness and provide support systems?
4. Let's talk about your favorite special events, cultural events or festivals in Dublin. What
do you like about them?
Probe: Are they some you don't like? Tell me what you like or dislike about festivals and cultural
events. Are there any specific cultural events or festivals that you enjoy more or less than
others? What other events do you like to attend in other communities? Should Dublin
offer more events and festivals or not? Why?
Packaaing (20 minutes)
5. Sometimes the city must choose between affordability and quality when considering
making new facilities and activities available to the community. Which do you think is
more important for the City to focus on - affordability or quality?
Probe: Would you rather the City provide top instruction such as Golf Pros and Olympic Swim
Coaches at a higher cost OR would you rather the City provide moderate instruction - a
skilled golf instructor and swim coach and keep prices lower? How about more but smaller
fields, pools, etc.?
6. Some think that putting many recreation opportunities in one location is most efficient,
but others think that many smaller recreation opportunities spread around Dublin is
better. What do you think?
3(; ,:/Z8
Marketim::a (10 minutes)
7. What information sources do you use to get information about Dublin parks and
recreation opportunities?
Probe: What attracts you to these sources? Does it seem hard or easy to obtain information about
events and activities in Dublin?
Conclusion (1 minute)
That concludes our discussion. I've enjoyed talking with all of you. On your way out,
will give you your thank you gift.
31 i.3 &
I Appendix V: Online Forum Question Sets
The following pages contain the questions included in the online forum.
1. When you are considering participating in a recreation activity or leisure class, what is most
important to you?
2. Sometimes the city must choose between affordability and quality when considering
making new activities available to the community. Which do you think is more important for
the City to focus on - affordability or quality?
4. What are your favorite special events, cultural events or festivals in Dublin? What do you
like about them?
5. When trying to decide if you want to participate in a recreational class, to what extent, if at
all, does the time it takes to get to the activity influence your decision to participate?
6. What information sources do you go to first when looking for information about
upcoming events, programs and activities?
1. When thinking about special events, cultural events and festivals in Dublin, what events
would you like to see offered that are not already offered? Is there anything about current
events that discourages you from participating?
2. How likely or unlikely are you or other members of your household to participate in
classes and activities during each of the following times and days of the week?
3. Convenience is an important factor for many residents when deciding whether or not to
participate in an activity. What would make registering and or using a class convenient for
you? How do you prefer to register?
4. Do you prefer one time events and classes that cost slightly more per class or would you
prefer to sign up for a set of classes that are cheaper per class but that you have to pay for all
at once?
I Overall Report
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Appendix VI: Public Planning Workshop
Questions
38 ~ .s'jf
Below are the questions posed in the Public Forum for small group discussions.
1. What surprises you about the survey and focus group results?
2. What doesn't surprise you?
3. What would you like the City to focus on for the future? What should be done? Why?
(potential areas of focus could be related to the development of facilities, programs or bond
issues.)
4. What would you like the City to spend less resources on in the future? Why?
I Overall Report
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