Gateway Sign Study Results

8/2/2019 Gateway Sign Study Results

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Gateway Sign StudyPreliminary Results

City of Cedar Rapids


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Purpose

Understand what respondents feel is important to portrayto residents and visitors through a welcome sign

Determine which materials and styles appeal torespondents

Gather input on which type of signs people liked mostand why

Identify patterns among the top five favored photos


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Methodology

Web-based survey

Respondent profile:

Linn County and surrounding areas

18 years and older

Survey was launched on December 1 and remained openuntil December 19

Total completes = 510


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Almost two-thirds came from Cedar Rapids.

1%

2%

5%

10%

19%

63%

Robins

Hiawatha

Other Linn County City

Marion

Outside of Linn County

Cedar Rapids

City of Residence

n=510

S1. In which city do you reside?


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2%

13%

16%

29%

40%

Downtown

Northwest side

Southwest side

Southeast side

Northeast side

Area of Cedar Rapids

n=321

S2. Which of the follow best describes where you live?

All quadrants represented.


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n=510

Male43%

Female57%

Gender

57% female

43% male


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1%

8%

20%

26%

22%

22%

Prefer not to answer

65 or older

55-64

45-55

35-44

18-34

Age

n=510

S5. What is your current age?

Good representation from all age groups.


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1%3%

20%

8%40%

12%

14%

3%

Prefer not to answer PhD

Graduate school degree

Some graduate schoolFour-year college degree

Two-year college or technical school degree

Some college or technical school

High school graduate

Level of Education

n=510

S5. What was the last level of education that you completed?

Sample is well educated.


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3%

1%

2%

3%

6%

9%76%

Prefer not to answer

Seeking employment

Student

Stay-at-home parent/homemaker

Employed part-time

RetiredEmployed full-time

Employment Status

n=510

S7. Which of the following best describes your current employment situation?

Over three-fourths employed full-time.


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13%19%

15%

15%15%

12%

9%

2%

Prefer not to answer $125,000 or more

$100,000 to $124,999

$80,000 to $99,999$60,000 to $79,999

$40,000 to $59,999

$20,000 to $39,999

Less than $20,000

Employment Status

n=510

S8. Which of the following categories best describes your annual household income before taxes?

Representation from all income levels.


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Findings


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3%3%3%

4%4%

6%7%

8%10%

12%15%

18%

DirtyHard workingConservative

Small townBoring

Good/great place to liveFamily-friendly

Friendly2008 floodBlue collar

SmellsIndustrial

Perceptions People have about Cedar Rapids

n=510

Q1. What is the main perception people have about Cedar Rapids? [OE]

Industrial, smelly and blue-collar were top perceptions,but there was no consensus.


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2%

7%

7%

9%

9%

10%

11%

11%

12%

13%

14%

Thriving

Safe

Diverse

Welcoming

Clean

Great place to live

Family-friendly

Virbrant city

Cultural

Progressive/Innovative

Friendly

Image that Should be Portrayed

n=510

Q2. What image would you want portrayed to residents and visitors coming to Cedar Rapids? [OE]

Friendly, progressive and cultural were preferred

messages, but there was not a consensus.


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3%5%

6%

6%

7%

16%

16%

17%

25%

Environmental friendlyBrick

LED

Steel

Wood

Metal

Colorful

Lighted

Stone

Materials

n=510

Q3. Imagine you are driving into Cedar Rapids and you see a sign welcoming residents and visitors to thecity. What does it look like? Please be specific, noting the style and materials used. [OE]

A quarter of respondents mentioned the signshould include stone.


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4%

5%

8%

11%

13%

Grant Wood

Classic

River scene

Five Seasons

Modern

Style, Theme or Message

n=510

Q3. Imagine you are driving into Cedar Rapids and you see a sign welcoming residents and visitors to thecity. What does it look like? Please be specific, noting the style and materials used. [OE]

There was less agreement about the theme, style or message.


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n=510

Q4. There are many things to take into consideration when designing a sign. Please rate how important you believe each of the following to be for a welcome sign, where 1 is not at all important and 5 is very important.

Readability from the road is most important.

4.19

4.28

4.47

4.57

4.59

4.87

1 2 3 4 5

Materials

Colors

Style

Size

Lighting

Readable from road

Importance


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n=510

Q15. Here are your top choices from the previous screens. Which of these signs are your top five favorites?Please rank the signs from 1 to 5, where 1 is most preferred and 5 is least preferred. [RANKING]

Dodge City was the preferred sign.


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n=510


Evanston was a close second.


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n=510


Barrie came in third.


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n=510


Bella Villaggio came in fourth.


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n=510


In fifth place, was the Iowa City sign.


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n=510

Q16. What is it about each of the signs that led you to rank them in the following order?Please be as specific as possible. [OE]

sign is eye-catching, easy-to-readand unique to the city.

Eye-catching

city's past. Readability. Great

Easy-to-readBrilliant concept... the name says

it all-very easy to read, and

Representative of city

Unique

American in design....offers a hint as to the history of the area....looks


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n=510


sign offers stone, substantial size, nicelandscaping and a natural setting.

Stone

the large size. The landscaping isnice, and the thing on the top addsinterest. Looks modern & classy

Size

Large sign - brick - like the

Landscapingmodern without being too funky. I also really like the landscaping. I would think that Evanston is a

Natural

stylish, but made of natural materials so still looks


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n=510


Color, size and uniqueness define sign.

Colorful

and feel along with the colorful

Easy-to-read

Size

Uniqueyou by the eyes - the flowers must be a great supplement to the visual

cookie cutter. Great colors & use of


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n=510


Bella Villaggio offers a classic, cleanand modern option.

Classic

can be planted through out the year

and a nod to the culture of the

Clean

font that has a bit of flair but still easy to read set off by simplelandscaping makes for a nice

Font

sign and that the lettering appears


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Conclusions

Message to portray to residents and visitors througha welcome sign

Convey to residents and visitors that Cedar Rapids is a friendly,

progressive and cultural city.Appealing materials and styles

StoneLighting

ModernSize - readable from road

Favorite signs to use as guiding examplesDodge CityEvanstonBarrieBella VillaggioIowa City


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Conclusions

Reasons signs are preferred/patterns among favoredphotos

Common material elements of top five signs:Eye-catchingEasy-to-readColorfulLandscaped

Large in sizeLightedBrick/stone

Common message elements of top five signs:Unique to cityRepresentative of city

Gateway Sign Study Results

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