HomeMy WebLinkAboutGodbe Village PPPage 1
March 2016
City of Saratoga:
2015 Village Survey
March 2016
Page 2
March 2016
Overview and Research Objectives
The City of Saratoga commissioned Godbe Research to conduct a survey of
local residents with the following research objectives:
Gauge the residents’ satisfaction with quality of life and City’s provision of
services;
Assess residents’ perceptions of satisfaction with, and use of the Village;
Understand the residents’ perceptions of the role of the Village and vision
for the future; and
Identify any differences in voter support due to demographic and/or voter
behavioral characteristics.
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March 2016
Methodology Overview
Data Collection Telephone and Internet Interviewing
Universe 23,589 adults ages 18 and older in the
City of Saratoga, with a subsample of
registered voters (19,212)
Fielding Dates January 7 through January 17, 2016
Interview Length 18 minutes
Sample Size 655 Adults 18+ (316 online + 339 phone)
563 Registered voters
Margin of Error ±3.78% Adults 18+
±4.07% Registered voters
Note: The data have been weighted by respondent age and ethnicity to reflect the actual population characteristics
of the adult residents in the City of Saratoga (Based on 2014 ACS (American Community Survey).
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March 2016
Key Findings
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March 2016
Q1. Satisfaction With Overall Quality of
Life in Saratoga
Adult Residents (n=655)
Very satisfied
58.1%
Somewhat
satisfied
36.6%
Somewhat
dissatisfied
3.2%
Very
dissatisfied
1.2%
DK/NA/
[Not sure]
0.9%
Total Sat = 94.7%
Total Dissat = 4.4%
Ratio Sat to Dissat = 21.7
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March 2016
Q3. Frequency of Visiting Downtown Saratoga
(the Village)
Adult Residents (n=655)
Several times
a day
1.5%Daily
6.2%
A few times
a week
14.1%
Once a week
17.4%
A few times
a month
20.5%
Once a month
12.5%
A few times a
year or less
25.9%
Never visited
1.8%
Once a week or more = 39.2%
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March 2016
Q4. Satisfaction With the Village
Adult Residents (n=643)
Very satisfied
21.1%
Somewhat
satisfied
36.6%
Somewhat
dissatisfied
26.1%
Very
dissatisfied
12.1%
DK/NA/
[Not sure]
4.2%
Total Sat = 57.7%
Total Dissat = 38.2%
Ratio Sat to Dissat = 1.5
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March 2016
Q5. Reasons for Satisfaction With the Village
Adult Residents (n=616)
0%20%40%
DK/NA/Unsure
Other mentions
Prefer Los Gatos/other downtown
Lack of services
Nice area/neighborhood
Have what I need/leave it the way is
Convenient/close to all
Friendly environment/atmosphere
No grocery store
Just like it
Small town charm
Place for a younger crowd
Lack of affordable family oriented restaurants
Business don't appeal to me
Restaurant/good variety
Lack of vibrancy/need more activities
Not enough parking/limited parking/hard to find parking
Variety of stores/shops/diverse restaurants
Lack of shops/stores/need more
8.0%
22.7%
2.1%
2.1%
2.5%
2.8%
2.8%
3.5%
3.8%
3.9%
4.1%
4.7%
6.8%
8.8%
9.1%
9.2%
10.9%
12.1%
17.5%
Note: Issues that were mentioned by less than 2 percent of the residents have been added to the “Other mentions” category for charting
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March 2016
Q6. Primary Reason for Going to the Village
Adult Residents (n=643)
0%20%40%60%80%
DK/NA/[Not sure]
Other
Work
Gas/auto repair/maintenance
Dry cleaning/laundry
Shopping [food, groceries, etc.]
Mail/shipping
Personal services [barber, beauty salon, etc.]
Shopping [apparel, gifts, etc.]
Meet friends
Special events, parades, farmers market, etc.
Walking/exercise/just to get out
Coffee/dessert
Banking/financial services
Dining/eating out/have drinks
1.1%
4.8%
1.5%
3.3%
3.7%
7.1%
8.2%
9.6%
9.8%
17.8%
17.9%
22.8%
25.0%
25.1%
65.4%
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March 2016
Q7. Reasons for Not Visiting the Village
Adult Residents (n=12)
0%20%40%60%
Other
Parking is inconvenient
Shop near work
The businesses don't appeal to me
No grocery store
56.5%
7.3%
8.7%
14.7%
27.5%
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March 2016
Q9. Motivators to Visit the Village More
Frequently
Adult Residents (n=655)
0%20%40%
DK/NA/[Not sure]
Other
More 20-minute parking
Night club
Parking closer to the shop/restaurant
More play areas/parks for children
Stores open longer hours
More places for pre-teens/teens to hang out
Restaurants open later in the evening
Stores open later in the evening
If there was more to do/other things to do
Bookstore
More community events
More brand name shops
More restaurants
Different or better restaurants
Movie theater
Entertainment
More parking
More variety in restaurants
More stores/shops
Less expensive restaurants/options
Different or better stores/shops
7.6%
10.6%
3.4%
5.2%
7.7%
9.0%
9.2%
9.2%
10.5%
10.7%
11.4%
13.6%
14.5%
17.6%
18.4%
19.3%
21.6%
22.6%
24.9%
26.7%
28.2%
28.6%
29.5%
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March 2016
Q11. Role of the Village in Community
Adult Residents (n=655)
0%20%40%60%
DK/NA/[Not sure]
Other
A place for children to play
A place to run errands
A place to shop
A place for community events
A place to relax/hang out
A place to meet
A gathering place
A place to eat
5.4%
6.6%
16.9%
22.2%
33.0%
34.8%
36.9%
39.8%
40.8%
54.6%
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March 2016
Q12. Qualities of the Village Valued Most
Adult Residents (n=655)
0%20%40%60%
DK/NA/[Not sure]
Other
Leisure or recreation
Community gathering place
Variety of businesses
Preserves views of hills
Historic character
Walkability/pedestrian friendly
Close to my home
Small town charm
5.6%
7.3%
14.8%
19.4%
21.2%
26.4%
28.4%
35.5%
40.2%
53.2%
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March 2016
Q13. Preferred Infrastructure Improvements
Adult Residents (n=655)
0%20%40%60%
DK/NA/[Not sure]
Other
Improved bike safety and amenities
Improved pedestrian safety
Improved traffic circulation
Increase public plaza or gathering spaces
Preservation of historic character
More parking
15.7%
12.9%
11.8%
17.4%
21.3%
21.6%
23.2%
44.7%
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March 2016
Q16. Agreement With Statement
Adult Residents (n=655)
Strongly
agree
37.4%
Somewhat agree
27.8%
Somewhat
disagree
16.7%
Strongly
disagree
12.9%
DK/NA/
[Not sure]
5.2%
“It is important to maintain the current look and feel of the Village in Saratoga”
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March 2016
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