©WestGroup Research 2007

WestGroup Research WestGroup Research ReportReportPerceptions of Parks and Recreation

in ArizonaJuly 2011

Click Here to Begin2702 North 44th St., Ste. 100-A Phoenix, Arizona

85008

©WestGroup Research 2011

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Background/Methodology

WestGroup Research added a series of questions to its state-wide monthly omnibus study on behalf of Valley Forward. The main purpose of the research was to measure Arizonan’s attitudes on parks and recreation, including frequency of visitation, importance of open space, and opinions on funding.

Data for the study were gathered using the WestTrack Market Monitor, an ongoing monthly telephone survey of 429 household heads done through a random digit-dialing sample of the Phoenix metropolitan, Tucson and Outlying areas.

These results represent calls conducted in July of 2011. At 95 percent confidence, the statistical error limits for the study are plus or minus 4.8%.

Summary of Findings

Frequency of Visiting Parks or Public Recreations Areas in Arizona

‘”On average, how often do you visit a park or public recreation area in Arizona?”

N= 429

Never

1 x year2 x's year

4 x's year

12x's year 52 x's year

>52 x's year

13%

21%2%

22%

18% 14%

9%

23% visit parks or recreation areas at least once a week

18% visit monthly22% visit quarterly23% visit once or twice a year13% NEVER visit parks or public

recreation areas in Arizona

23% visit parks or recreation areas at least once a week

18% visit monthly22% visit quarterly23% visit once or twice a year13% NEVER visit parks or public

recreation areas in Arizona

Arizonans over age 50 visit parks significantly less than those under the age of 50

19% vs. 3% = never29% vs. 9% = once a year

Arizonans over age 50 visit parks significantly less than those under the age of 50

19% vs. 3% = never29% vs. 9% = once a year

Belief that Parks and Open Space are Essential to Arizona Tourism

‘”Do you believe that parks and open space are essential or NOT essential to Arizona’s tourism economy?”

N= 429

Essential92%

Not essential7%

Don't know1%

Nearly all Arizonans (93%) categorize parks and open space as ‘essential’ to Arizona’s tourism economy.

Nearly all Arizonans (93%) categorize parks and open space as ‘essential’ to Arizona’s tourism economy.

Importance of Parks and Open Spaces

“On a scale of 1 to 10 (with 10 being most important), how important would you say parks and open spaces are to you personally/are to the overall economy?”

N= 429

11%

9%

15%

19%

28%

33%

46%

38%

Importance personally

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1 to 4 5 or 6 7 or 8 9 or 10 "Most Important"

Importance to Overall Economy

Arizonans over 50 rate parks and open spaces as personally important to them significantly less than those under 50 (8% vs. 16%)

Arizonans over 50 rate parks and open spaces as personally important to them significantly less than those under 50 (8% vs. 16%)

Three in four Arizonans (74%) rate parks and open spaces as important to them personally (rate 7 to 10). Nearly half (46%) rate them as very important (9 or 10).

Similarly, 71% feel parks and open spaces are important to the overall economy (rate 7 to 10); with 38% indicating they feel it is very important (9 or 10).

Three in four Arizonans (74%) rate parks and open spaces as important to them personally (rate 7 to 10). Nearly half (46%) rate them as very important (9 or 10).

Similarly, 71% feel parks and open spaces are important to the overall economy (rate 7 to 10); with 38% indicating they feel it is very important (9 or 10).

Evaluation of Budget Priority for Preserving and Maintaining Parks & Open Spaces

‘”State and local governments set the priorities for budgets. Would you say the priority they set for preserving and maintaining parks and open space is…?”

N= 429

Too High

About Right

Too Low

Don't know

9%

44%

40%

7%

Fewer than one in ten (9%) residents think state and local governments set the budget priority for preserving and maintaining parks and open space “too high”.

While 44% feel the priority is set appropriately (“about right”), 40% hold the view that the budget priority is “too low”.

Fewer than one in ten (9%) residents think state and local governments set the budget priority for preserving and maintaining parks and open space “too high”.

While 44% feel the priority is set appropriately (“about right”), 40% hold the view that the budget priority is “too low”.

Support for Law Protecting Park Funds Earned from Visitor Fees

‘”Would you favor or oppose a law that would prevent state and local government from taking funds that parks have earned from visitors’ fees?”

N= 429

Favor

Oppose

Don't know

41%

53%

6%

Arizonans are split in their opinion regarding the protection of visitors’ fees from being taken by government 53% oppose, 41% favor and 6% are undecided.

Arizonans are split in their opinion regarding the protection of visitors’ fees from being taken by government 53% oppose, 41% favor and 6% are undecided.

Knowledge of Funding for State and Local Parks

"9 or 10"

"7 or 8""5 or 6"

"1 to 4"

Don't know

7%

11%35%

45%

2%

Relatively few residents (18%) express strong knowledge of how state and local parks are funded (7 to 10 rating).

Most rate their knowledge as very low (45% - 1 to 4) or in the middle range (35% - 5 or 6).

Relatively few residents (18%) express strong knowledge of how state and local parks are funded (7 to 10 rating).

Most rate their knowledge as very low (45% - 1 to 4) or in the middle range (35% - 5 or 6).

“On a scale of 1 to 10 (with 10 being most knowledgeable), how knowledgeable are you about how the state and local parks are funded?

N= 429

Support for Funding Opportunities

58%

52%

52%

36%

14%

Tax on alcoholic beverages

AZ license plate fee/free entrance

for AZ res.

Add/increase park entrance fees

Tax on sweetened beverage and/or candy

Increase state sales tax

0% 20% 40% 60% 80% 100%

“”Over the years, legislators have discussed various ways of funding parks, trails, open space and other outdoor recreation opportunities in Arizona. Which of the following funding opportunities would you support for the future?

N= 429

A slight majority of residents support the idea of a tax on alcoholic beverages (58%) or a fee on Arizona license plate purchases and waived park entrance fees for Arizona residents (52%).

An increase in the state sales tax garners the least support (14%).

A slight majority of residents support the idea of a tax on alcoholic beverages (58%) or a fee on Arizona license plate purchases and waived park entrance fees for Arizona residents (52%).

An increase in the state sales tax garners the least support (14%).

“Other” Funding Options Supported

Arizonans mentioning “other” for potential funding opportunities not proposed in the last question were asked to specify their response. Fees for out of state visitors/snowbirds was most frequently mentioned (14%).

Arizonans mentioning “other” for potential funding opportunities not proposed in the last question were asked to specify their response. Fees for out of state visitors/snowbirds was most frequently mentioned (14%).

Other Suggestions % Naming

(n=97)

Fees for out of state visitors/snowbirds 14%

Add or increase park entrance fees for Arizonans/visitor 7

Do not add/lower taxes 7

Increase tax on tobacco 6

Use money from the lottery 4

Add extra fees for fishing/hunting licenses 2

There should not be a charge/free admission 2

Increase income taxes 2

Increase fees for large buses/tour buses 2

Raise income tax on the wealthy 2

Add a tax on alcoholic beverages 1

Other 32

Don’t Know 22

“”Over the years, legislators have discussed various ways of funding parks, trails, open space and other outdoor recreation opportunities in Arizona. Which of the following funding opportunities would you support for the future?

Those mentioning other = 97

Demographic Breakdown

N= 429

51%

49%

10%

31%

59%

25%

24%

15%

36%

10%

90%

62%

19%

19%

Male

Female

<30

30-49

50+

Under $35K

$35 - $54,999

$55 - $74,999

$75K and up

Hispanic

Other

Phoenix

Tucson

Outlying

0% 20% 40% 60% 80% 100%

Appendix:

Study Questionnaire

(Click here to enter this section)

Questionnaire Page 1

1. The next few questions are about parks and open space in Arizona. On average, how

often do you visit a park or public recreation area in Arizona? Would you say… <<READ LIST>>

a. never b. once a year c. four times a year d. once a month e. once a week f. more than once a week g. daily

2. Do you believe that parks and open space are essential or not essential to Arizona’s tourism economy?

a. Essential b. Not essential

3. On a scale of 1 to 10 (with 10 being the most important), how important would you say

parks and open space are to you personally?

4. On a scale of 1 to 10 (with 10 being the most important), how important do you think parks and open space are to the overall economy?

5. State and local government set the priorities for budgets. Would you say the priority they set for preserving and maintaining parks and open space is too high, about right, or too low?

a. Too high b. About right c. Too low d. Don’t know

6. Would you favor or oppose a law that would prevent state and local government from

taking funds that parks have earned from visitors’ fees? a. favor b. oppose c. don’t know

7. On a scale of 1-10 (with 10 being the most knowledgeable) how knowledgeable are you

about how state and local parks are funded?

8. Over the years, legislators have discussed various ways of funding parks, trails, open space and other outdoor recreation opportunities in Arizona. Which of the following funding opportunities would you support for the future? (You can select one or more of these options)

a. Add a small fee onto the purchase of every Arizona license plate and waive park entrance fees for all Arizonans

b. Add a tax on sweetened beverages and/or candy c. Add a tax on alcoholic beverages d. Increase state sales tax e. Add or increase park entrance fees for Arizonans and other visitors

Other: ____________________________

1. The next few questions are about parks and open space in Arizona. On average, how

often do you visit a park or public recreation area in Arizona? Would you say… <<READ LIST>>

a. never b. once a year c. four times a year d. once a month e. once a week f. more than once a week g. daily

2. Do you believe that parks and open space are essential or not essential to Arizona’s tourism economy?

a. Essential b. Not essential

3. On a scale of 1 to 10 (with 10 being the most important), how important would you say

parks and open space are to you personally?

4. On a scale of 1 to 10 (with 10 being the most important), how important do you think parks and open space are to the overall economy?

5. State and local government set the priorities for budgets. Would you say the priority they set for preserving and maintaining parks and open space is too high, about right, or too low?

a. Too high b. About right c. Too low d. Don’t know

6. Would you favor or oppose a law that would prevent state and local government from

taking funds that parks have earned from visitors’ fees? a. favor b. oppose c. don’t know

7. On a scale of 1-10 (with 10 being the most knowledgeable) how knowledgeable are you

about how state and local parks are funded?

8. Over the years, legislators have discussed various ways of funding parks, trails, open space and other outdoor recreation opportunities in Arizona. Which of the following funding opportunities would you support for the future? (You can select one or more of these options)

a. Add a small fee onto the purchase of every Arizona license plate and waive park entrance fees for all Arizonans

b. Add a tax on sweetened beverages and/or candy c. Add a tax on alcoholic beverages d. Increase state sales tax e. Add or increase park entrance fees for Arizonans and other visitors

Other: ____________________________