CityofThunderBay

2013CitizenSatisfactionStudy

June2013

2013Ipsos. Allrightsreserved.ContainsIpsos'ConfidentialandProprietaryinformationand maynotbedisclosedorreproducedwithoutthepriorwrittenconsentofIpsos.

TableofContent
Objectives Methodology ExecutiveSummary QualityofLife ServiceAssessment Gap Analysis TaxesandCapital Projects Crimeand Safety Environment Communications Demographic Profile 4 5 6 12 17 27 31 36 34 49 52

Objectives

Objectives
Ipsos Reid is pleased to present to the City of Thunder Bay the results of the 2013 Citizen Satisfaction Survey. Specific areas explored in the research include:
Topofmind issues in need of attention from local leaders; Economic confidence among residents; Overall impressions of the quality of life in the City of Thunder Bay; Perceptions of City services, including perceived importance and satisfaction; Perceptions of crime and personal safety; Assessment of tax increases and infrastructure; and Communication and information needs.

The results in this study build upon and track (where possible) the results of previous Ipsos research from 2011, 2009 and 2007 as well as research conducted by a separate vendor in 2005.

Methodology
Respondents for this survey were drawn at random and in proportion to the distribution of the population across the City of Thunder Bay. A total of 500 interviews were completed among residents 18 years of age and older. The overall survey results have been weighted by age, gender, and region to reflect the population of the City of Thunder Bay. A sample of 500 interviews produces results which can be considered accurate within 4.4 percentage points,19 times out of 20. The margin of error will be larger for subgroups. The survey was conducted by telephone between May 29th and June 14th, 2013. Where indicated throughout the report, findings are tracked and stat testing against previous research which was conducted in February of 2011.

ExecutiveSummary

ExecutiveSummary
Top of Mind Issues Transportation issues (comprised mainly of mentions of roads) has displaced the economy as the most top of mind issue, having increased significantly compared to 2011. However, the economy is a very close second. Issues related to crime, municipal taxation/government spending, and social issues occupy a second tier. Quality of Life Residents of Thunder Bay continue to rate quality of life in the city high. In fact, positive ratings are significantly higher compared to 2011. Reasons for Quality of Life Assessment Mentions of the city size (not too big), having a job, and simply that it is beautiful or a nice place to live are the man reasons for positive quality of life assessments. Satisfaction with Services Satisfaction with the overall level and quality of services remains high with nine in ten (89%) very or somewhat satisfied. In several cases, satisfaction with important services has increased significantly compared to 2011, including drinking water quality, Police Services, and snow removal. Conversely, satisfaction with storm water drainage has declined significantly.
7

ExecutiveSummaryContd
Gap Analysis / Service Delivery Assessment A gap analysis was undertaken to assist the City in prioritizing resources for city services. Based on the input received, fire and emergency medical services, drinking water quality, garbage collection, Police Services, recycling, snow removal, and the public library are all areas of maintenance (residents consider these services to be important and have high levels of satisfaction). The City should continue to focus on these areas. Maintenance of streets, storm water drainage, recreation programs for youth, maintenance of sidewalks and grass areas, public transit, recreation programs for seniors, as well as major and neighbourhood parks are key priority areas for improvement (residents tend to report these as important services but provide lower levels of satisfaction). Additional resources should be allocated to these services if possible. In several cases, areas of maintenance/improvement from 2011 have increased in satisfaction, thereby moving in or closer to the maintenance quadrant. These include: Police Services, recycling, neighbourhood parks, and snow removal. Continued efforts at maintaining/enhancing these services present a real opportunity for the City. Less emphasis is placed on the remaining services and therefore, additional resourcing in these areas should be viewed carefully, and with an eye toward small enhancements to existing service, rather than a substantial investment.
8

ExecutiveSummaryContd
Asummaryoftheserviceprioritiesareasforthecity.

ServiceAreaPriorities
Priority Areas for Improvement Primary Areas for Enhancement Secondary Areas for Enhancement Areas for Maintenance
Fire and Emergency Medical Services Drinking water quality Garbage collection Police Services Recycling Snow removal The Community Auditorium Special events Hiking and walking trails Canada Games Complex Outdoor winter rinks Indoor swimming pools Bylaw enforcement Civic beautification Fort William Gardens Outdoor swimming pools City-owned golf courses Maintenance, cleaning, and upgrading of streets/roads Recreation programs for seniors Public transit Recreation programs for youth Maintenance of sidewalks and grass areas Storm water drainage Recreation facilities Major Parks and other greenspace Neighbourhood parks

Thebarsrepresentsatisfaction levelswitheachservice.

ExecutiveSummaryContd
Taxes and Capital Projects The vast majority of residents continue to feel they receive good value for their tax dollars. While there is no consensus on the approach to balance taxation and service delivery, there appears to be a growing appetite for increasing taxes to expand or enhance services. In terms of major capital projects, agreement is clearly strongest for ongoing infrastructure renewal including roads, bridges, and storm water drainage. However, all others receive majority agreement overall. Crime and Safety The perception that ones neighbourhood is safe for children to play outside has increased significantly compared to 2011 (81% agree, up from 74% in 2011). Related to this, the incidence of crime has also decreased (20%, down from 28%). Among those who have experienced crime, fewer reported it to the police compared to 2011, indicating that perhaps the type of crime was less serious. Similar to 2011, twothirds of residents are aware of the Thunder Bay Crime Prevention Council. Six in ten are aware of the respect campaign, which is significantly higher among women and those 55 or older (as compared to their respective counterparts).
10

ExecutiveSummaryContd
Environment The most pressing concern regarding the beautification of Thunder Bay is cleaning up litter and garbage. In terms of ways of preserving and protect the local environment, residents tend to place the highest priority on expanding recycling programs for household and industry, and encouraging greater energy efficiency. The majority of residents feel they could be doing more in terms of reducing the amount of waste they produce and reusing items. Communications Letters/newsletters and daily newspapers continue to be the most effective ways for the City to communicate with residents. However, online is an important medium as, collectively, a significant proportion cite some type of electronic medium (including general mentions of the internet, email, and social media).

11

QualityofLife

12

MostImportantIssuesinThunderBay
ThemostimportantissuesfacingThunderBayareledbythoserelatedtotransportation,followedbythe economy.However,mentionsoftheeconomycontinuetodecreasefollowingasharpdeclinein2011.
2013 2011 6% 23% 16% 21% 2009

Transportation(Net) Economy(Net) Crime(Net) Taxation/MunicipalGovernmentSpending(Net) Social(Net) Infrastructurerenewal(Net) Revitalization(Net) Parks,Recreation,andCulturalFacilitiesor Programs(Net) Healthcare(Net) Don'tknow
0% 0% 4%

33%

56%

17% 11% 15% 16% 19% 13%

NationalMunicipalNorms Transportation Social Growth Spending/Taxation GovtServices Crime Economy Environment Healthcare Education Parks,Rec/Cultural Facilities 26% 14% 12% 12% 12% 11% 10% 8% 7% 6% 6%

6% 7% 11%

9% 11% 17% 5% 2% 5% 4% 2% 4% 12% 4% 3%

*Responseslessthan4%arenotshown.

Q1.Tobegin,inyourviewasacitizenofThunderBay,whatarethemostimportantissuesfacingtheCitytoday?Thatis,what issuesshouldreceivethe greatestattentionfromCityCouncil?Base:Allrespondents2013(n=500);2011(n=500);2009(n=400).

13

OverallQualityofLife
Residents continue to rate the overall quality of life in Thunder Bay as high. Fully nine in ten (92%) rate it as very good or good. This represents a significant increase compared to 2011.
2013 %Good:2013:92% 2011:87% 2009:85% 2011 2009

69% 67%

64%

24%

20% 21% 6% 11% 12% 2% 1% 3% 1% 1%

VeryGood

Good

Poor

VeryPoor

Don'tknow

Q2.HowwouldyouratetheoverallqualityoflifeintheCityofThunderBaytoday?Wouldyousayitis.Base:Allrespondents:2013(n=500),2011(n=500), 2009(n=400).

14

OverallQualityofLifebySubGroups
High scores for the overall quality of life in the City of Thunder Bay are consistent across gender and age. Home owners are significantly more likely than those who do not own a home to rate the quality of life high.

%VeryGood/Good

TOTAL
Total
(n=500)

GENDER
Male
(n=239)

AGE
1834
(n=86)

HOME OWNERSHIP
55+
(n=217)

Female
(n=261)

3554
(n=197)

Yes
(n=399)

No
(n=101)

92%

94%

91%

92%

92%

92%

95%

83%

Q2.HowwouldyouratetheoverallqualityoflifeintheCityofThunderBaytoday?Wouldyousayitis.Base:Allrespondents:2013(n=500)

15

ReasonsforQualityofLifeRating
Themainreasonsforhighqualityoflifecontinuetoinclude:mentionsofthecitysize(nottoobig),havinga joborthatthereisagoodemploymentrate,andsimplythatitisbeautifuloraniceplacetolive.
2013 Justtherightsize/nottoobig Haveajob/employmentrateisdoingwellhere Beautiful/niceplacetolive Iamdoingwell/can'tcomplain/likeit Alotoffacilities/entertainmentavailable Safe/notmuchcrime/violence Goodcostofliving/affordable Livedheremyentirelife/foryears Haveeverythingwewant/needhere Cleancity/environment Affordablehomes Variety/alotofservices Incomparison/betterthanwithothercity/place Likethelocation/regionalhub/centrallylocated 2011
7% 6% 11% 12% 11% 11%

2009

6% 10% 7% 6% 10% 12% 5% 12% 4% 9% 5% 4% 8% 7% 4% 4% 2% 3% 9% 5% 3% 3% 2% 2% 6% 3% 2% 5% 6% 2% 4% 0% 2% 4% 4%

16%

ReasonsforPoorQualityofLife(n=39) Thetopreasonsprovidedforpoorqualityof lifewere: Nojobs/unemployment(21%) Crimeandviolence(13%) Crumblinginfrastructure(7%)

*Onlyonementionwasincludedinthiswave,whilemore thanonementionhadbeenallowedinpreviouswaves. **Responseslessthan2%arenotshown.

Q3A.Whydoyouthinkthequalityoflifeis[INSERTRESPONSEFROMQ2]?Base:Allrespondents:2013(n=500),2011(n=500),2009(n=400). Q3B.Whydoyouthinkthequalityoflifeis[INSERTRESPONSEFROMQ2]?2013(n=500),2011(n=500),2009(n=400)

16

Service Assessment

OverallSatisfactionwithServices
Satisfaction with the overall level and quality of services remains very high with 89% of residents saying they are very or somewhat satisfied. Satisfaction is significantly higher among those who perceive the quality of life and value for their tax dollars to be good. Additionally, those 55 or older are more likely than younger respondents to be very satisfied (24%).

2013 %Satisfied:2013:89% 2011:86% 2009:86%

2011

2009

70%

65%

66%

19%

21%

20% 7% 10% 12% 3% 2% 2%

Verysatisfied

Somewhatsatisfied

Notverysatisfied

Notatallsatisfied

Q4.PleasetellmehowsatisfiedyouarewiththeoveralllevelandqualityofservicesprovidedbytheCityofThunderBay. Wouldyousayyouare Base:Allrespondents:2013(n=500),2011(n=500);2009(n=400).

18

OverallSatisfactionwithServices
When looking at the percent satisfied (very or somewhat satisfied), satisfaction levels tend to be consistent by key demographics such as gender, age, and home ownership.

%Very/SomewhatSatisfied

TOTAL
Total
(n=500)

GENDER
Male
(n=239)

AGE
1834
(n=86)

HOME OWNERSHIP
55+
(n=217)

Female
(n=261)

3554
(n=197)

Yes
(n=399)

No
(n=101)

89%

88%

89%

84%

90%

91%

88%

91%

Q4.PleasetellmehowsatisfiedyouarewiththeoveralllevelandqualityofservicesprovidedbytheCityofThunderBay. Wouldyousayyouare Base:Allrespondents:2013(n=500)

19

ImportanceofIndividualServices
Residents of the City of Thunder Bay continue to place the highest importance on Tier I services such as fire and emergency medical services, drinking water quality, police services, snow removal, street maintenance, and garbage collection. Storm water drainage has significantly increased in importance and is now a Tier I service.
Veryimportant Somewhatimportant Notveryimportant Notatallimportant Don'tknow % Important 2013 2011 2009 FireandEmergencymedicalservices Drinkingwaterquality 95% 94% 89% 85% 84% 84% 83% 75% 69% 4% 3%2 10% 11% 15% 14% 14% 21% 23% 2 3% 4%2 2 99% 97% 99% 96% 99% 99% 98% 90% 99% 99% 97% 90%

Tier1
Policeservices Stormwaterdrainage Snowremovalonroadsandsidewalks Maintenanceofstreets Garbagecollection

99% 100% 100% 98% 97% 95% 92% 99% 98% 96% 88% 98% 98% 96% 89%

Tier2

Recycling

Recreationprogramsforyouthincluding NeighbourhoodPlaygroundProgrametc.

Q5.IamgoingtoreadalistofservicesprovidedtoyoubytheCityofThunderBay.Pleasetellmehowimportanteachoneistoyouandhowsatisfiedyouare withthejobtheCityisdoinginprovidingthatservice.Base:Allrespondents:2013(n=500),2011(n=500);2009(n=400).

20

ImportanceofIndividualServicescontd
About six in ten consider Tier 3 services such as major parks and other greenspace, neighbourhood parks, and maintenance of sidewalks and grass to be very important. While lower, slim majorities still consider Tier 4 services such as public transit and public libraries to be very important. The importance of public transit has rebounded following a dip in 2011.
Veryimportant Somewhatimportant Notveryimportant Notatallimportant Don'tknow % Important 2013 2011 2009

Tier3

MajorParksandothergreenspace

63% 62% 61% 56% 56% 54% 53% 51% 50% 25% 34% 34% 37% 41%

34% 34% 34% 38% 9% 3%

97% 96%

98% 96% 95% 91% 73% 88% 84% 84% 88%

96% 94% 93% 91% 78% 91% 84% 84% 89%

Maintenanceofsidewalksandgrassareas Neighbourhoodparks RecreationfacilitiessuchastheCity's communitycentres,arenasandsportsparks Publictransit Publiclibrary Recreationprogramsforseniors

4%2 94% 5% 94%

9% 2 80% 7% 3%2 6% 4% 3 6% 4% 3 88% 87% 88%

Tier4
Bylawenforcement Hikingandwalkingtrails

6% 3% 90%

Q5.IamgoingtoreadalistofservicesprovidedtoyoubytheCityofThunderBay.Pleasetellmehowimportanteachoneistoyouandhowsatisfiedyouare withthejobtheCityisdoinginprovidingthatservice.Base:Allrespondents:2013(n=500),2011(n=500);2009(n=400).

21

ImportanceofIndividualServicescontd
While relatively less important than the other tiers, the majority of residents consider the Tier 5 and 6 services to be important overall, with the exception of cityowned gulf courses where less than half consider it to be important.
% Important 2013 2011 2009

Veryimportant

Somewhatimportant Civicbeautification

Notveryimportant

Notatallimportant

Don'tknow

Tier5

47% 47% 43% 41% 40% 36% 31% 30% 14% 30% 44% 41% 26%

45% 40% 43% 41% 42% 47%

5% 2 2 91% 8% 3% 10% 3% 88% 86%

84% 86% 77% 80% 81% 81% 69% 45%

84% 86% 80% 77% 80% 82% 71% 50%

SpecialeventsliketheTeddyBear'sPicnic,the KiteFestivalandSummerintheParksProgram TheCommunityAuditorium OutdoorWinterRinks CanadaGamesComplex Indoorswimmingpools

10% 7% 2 82% 11% 5% 2 82%

12% 4%2 83% 17% 18% 28% 7% 2 75% 9% 2 71%

Tier6
FortWilliamGardens Outdoorswimmingpools Cityownedgolfcourses

3% 44%

Q5.IamgoingtoreadalistofservicesprovidedtoyoubytheCityofThunderBay.Pleasetellmehowimportanteachoneistoyouandhowsatisfiedyouare withthejobtheCityisdoinginprovidingthatservice.Base:Allrespondents:2013(n=500),2011(n=500);2009(n=400).

22

SatisfactionwithIndividualServices
Satisfaction with the most important (Tier 1 and Tier 2) services tends to be high overall, and in several cases has increased significantly. However, satisfaction with the maintenance of streets continues to be somewhat mixed with just over half very or somewhat satisfied.
% Satisfied 2013 2011 2009

VerySatisfied

SomewhatSatisfied

NotverySatisfied

NotatallSatisfied

Don'tknow

Tier1

FireandEmergencymedicalservices Drinkingwaterquality PoliceServices Stormwaterdrainage Snowremovalonroadsandsidewalks Maintenanceofstreets Garbagecollection 16% 30% 42% 50%

70% 68% 39% 47% 42% 40% 63% 44% 28% 51% 38% 31%

24% 25%

3%2 1 94% 2% 23 7% 22 94% 89% 77%

95% 90% 80% 84% 79% 54% 97% 71% 79%

95% 90% 90% 81% 71% 55% 93% 72% 84%

13%

6% 2

11% 5%3 84% 13% 1 55% 33% 13% 6% 2 3%1 96% 4%2 82% 79%

Tier2

Recycling

Recreationprogramsforyouthincluding NeighbourhoodPlaygroundProgrametc.

14%

Q6.Now,pleaseratehowsatisfiedyouarewiththeservicesprovidedbytheCityofThunderBay,usingascaleofverysatisfied,somewhatsatisfied,notvery satisfied,ornotatallsatisfied.Base:Allrespondents:2013(n=500),2011(n=500);2009(n=400).

23

SatisfactionwithIndividualServicescontd
Satisfaction with Tier 3 and Tier 4 services, particularly Tier 3, tends to be high overall, however the intensity of satisfaction (% very satisfied) tends to be lower.
% Satisfied 2013 2011 2009 MajorParks,andothergreenspace Maintenanceofsidewalksandgrassareas 40% 28% 41% 34% 25% 48% 24% 26% 38% 44% 48% 46% 42% 54% 51% 55% 11% 2 38% 4%2 13% 51% 6% 2 *91% 86% 14% 3%2 **81% 65% 5% 3% 91% 4% 6% 20% 4%2 8% 26% 5% 8% 6% 2 8% 89% 67% 86% 68% 74% 84% 87% 89% 66% 91% 72% 69% 81% 86% 62% 86% 90% 68% 93% 80% 70% 83%

VerySatisfied

SomewhatSatisfied

NotverySatisfied

NotatallSatisfied

Don'tknow

Tier3

Neighbourhoodparks

RecreationfacilitiessuchastheCity's communitycentres,arenasandsportsparks Publictransit Publiclibrary Recreationprogramsforseniors

Tier4

Bylawenforcement Hikingandwalkingtrails

*Note:Inpreviouswaves,thisstatementwasParks,andothergreenspace.ThisincludesBoulevardLakeParkandBeach,CentennialPark, TrowbridgeFallsCampground...**Note:Inpreviouswaves,thisstatementwasRoadsidemaintenance,includingsidewalkrepairs,boulevard treatments,grasscuttingandtreeplantingalongroads

Q6.Now,pleaseratehowsatisfiedyouarewiththeservicesprovidedbytheCityofThunderBay,usingascaleofverysatisfied,somewhatsatisfied,notvery satisfied,ornotatallsatisfied.Base:Allrespondents:2013(n=500),2011(n=500);2009(n=400).

24

SatisfactionwithIndividualServicescontd
In a couple of cases special events and the Community Auditorium satisfaction with Tier 5 services tends to be quite high. Satisfaction with cityowned gulf courses is significantly lower than 2011, however it is not because of higher dissatisfaction scores but more residents saying they dont know.
% Satisfied 2013 2011 2009 Civicbeautification SpecialeventsliketheTeddyBear'sPicnic,the KiteFestivalandSummerintheParksProgram 23% 48% 51% 31% 38% 29% 21% 20% 14% 34% 50% 46% 11% 11% 46% 43% 50% 57% 39% 38% 6% 2 13% 4% 3% 80% 3% 8% 3% 3%5% 15% 88% 89% 77% 81% 80% 71% 65% 48% 89% 91% 81% 82% 84% 67% 68% 63% 89% 90% 79% 81% 84% 74% 67% 70%

VerySatisfied

SomewhatSatisfied

NotverySatisfied

NotatallSatisfied

Don'tknow

Tier5

TheCommunityAuditorium OutdoorWinterRinks CanadaGamesComplex Indoorswimmingpools FortWilliamGardens

6% 3% 11% 4% 14% 8% 4% 15% 6% 9% 23% 30%

Tier6

Outdoorswimmingpools Cityownedgolfcourses

Q6.Now,pleaseratehowsatisfiedyouarewiththeservicesprovidedbytheCityofThunderBay,usingascaleofverysatisfied,somewhatsatisfied,notvery satisfied,ornotatallsatisfied.Base:Allrespondents:2013(n=500),2011(n=500);2009(n=400).

25

ServicesMostinNeedofImprovement
The services most in need of improvement are fairly consistent with previous waves. Road maintenance is mentioned most often and has increased significantly compared to 2011, followed distantly by roads construction, and police services. Storm water drainage (flooding) registers for the first time at 9 percent.
2013 Roadmaintenance Roadsconstruction Police Storm/waterdrainage(flooding) Recycling
0% 11% 15% 10% 14% 19% 12% 9%

2011
31%34%

2009
41%

7% 5%7% 7% Sidewalkmaintenance 4% 5% 7% Transit 6% 6% 6% RecreationPrograms 7% 7% 5% Water 3% 4% StreetCleaning 3%5% 2% Sewers 1% 4% 1% 4% GarbageCollection 1%3% 4% SnowRemovalroads 4% 9% 4% SnowRemovalsidewalks 3% 6% 4% Parksgeneral 7%9% 4% ServicesforSeniors 3% 3% 4% *Responseslessthan4%arenotshown. Beautifyingthecity/cleanup 3% Q7.Now,overall,whatservicesdoyouthinkaremostimportantfortheCityofThunderBaytoimprove?Base:Allrespondents2013(n=500),2011(n=500); 2009(n=400). 26

GapAnalysis

27

UsingtheGapAnalysis
Importance scores are plotted horizontally across the bottom of the chart (along the Xaxis). Satisfaction scores are plotted vertically (along the Yaxis). Typically, it is most advantageous to focus on improving services that are of high importance to residents but where satisfaction is relatively low. However, it can also make sense to focus on lower importance items if a big difference can be made. On the graph, three areas are identified: Areas for maintenance services of relatively high importance and current satisfaction is good. The focus here is on maintaining the current level of service. Primary areas for improvement services that are considered important, but with lower satisfaction scores. The focus here is on improving these services to increase satisfaction. Areas for enhancement services with lower satisfaction scores, but are considered relatively less important to residents. The focus here is on at least maintaining, and where feasible, improving these services to increase satisfaction.

28

GapAnalysis

High

AreasforEnhancement

AreasforMaintenance

FireandEmergencymedical services Drinkingwaterquality Garbagecollection

TheCommunityAuditorium Specialevents Publiclibrary Neighbourhoodparks Recycling

Police

Satisfaction

Snowremoval

CanadaGamesComplex

Outdoorswimmingpools Cityownedgolfcourses

MajorParksandother Hikingandwalkingtrails greenspace Recreationfacilities OutdoorWinterRinks Maintenanceofsidewalksand Stormwaterdrainage Indoorswimmingpools grassarea Recreationprogramsforyouth Bylawenforcement Publictransit Civicbeautification Recreationprogramsfor FortWilliamGardens seniors Maintenanceofstreets

Low

PrimaryAreasforImprovement Importance High

29

UnderstandingtheGapAnalysis
Key areas for improvement are: Maintenance of streets (also 2011 and 2009) Storm water drainage (decrease for 2013) Recreation programs for youth (also 2011) Maintenance of sidewalks and grass area (also 2011 and 2009) Residents continue to report that street and roadside maintenance are not meeting their expectations and are a key area for improvement. As in 2011, 2013 results show once more higher levels of concern for storm water drainage. While not considered as important, recreation programs for youth also continues to be an important area of improvement. In several cases, areas of maintenance/improvement from 2011 have increased in satisfaction, moving in or closer to the maintenance quadrant. These include: Police services Recycling Neighbourhood parks Snow removal A particular emphasis should be placed on maintaining these services as they are of high importance with increased satisfaction levels. As part of this focus, the City may want to place more emphasis on communicating what it is doing (and has been done) to address these key areas. Another important area to consider is the public library because, while still in the maintenance quadrant, satisfaction has declined compared to 2011.
30

Taxesand CapitalProjects

ValueforTaxDollar
Threeinfour(75%)residentsratethevalueoftheirtaxdollarsasveryorfairlygoodwhichisslightlyhigher comparedto2011.

2013 %Good:2013:75% 2011:73% 2009:71% 65% 59% 59%

2011

2009

10%

14%

12%

15%

19%

18% 8% 7% 10% 3% 2% 1%

Verygood

Fairlygood

Fairlypoor

Verypoor

Don'tknow

Q16.ThinkingaboutalltheprogramsandservicesyoureceivefromtheCityofThunderBay,wouldyousaythatoverallyouget goodvalueorpoorvaluefor yourtaxdollars?(Isthatveryorfairlygood/poorvalue?)Base:Allrespondents2013(n=500);2011(n=500);2009(n=400).

32

BalanceofTaxationandServices
Agreementwithvariousmajorcapitalprojectsisclearlystrongestforongoinginfrastructurerenewal.That said,thereisstrongagreementwithallotherprojectstovaryingdegrees.
StronglyAgree Agree NeitherDisagreenorAgree 67% 26% 25% 29% 27% 25% 25% 31% 28% 16% 38% 58% 58% 50% 50% 51% 47% 35% 32% 9% 16% 8% Disagree StronglyDisagree 27% 2 21 9% 5%1 10% 5% 2 10% 12% 13% 11% 14% 17% 19% 8% 1 8% 2 9% 2 9% 3% 11% 11% 9% %Agree 95% 84% 83% 79% 76% 76% 72% 66% 61% 54%

Ongoinginfrastructurerenewalincludingroads, bridges,andstormwaterdrainage Parksrenewalandenhancements Recreationalfacilitiesrenewalandenhancements RecreationalorMultiUsetrailsexpansion NewYouthCentre ThunderBayPublicLibraryFacilityRenewal CentennialConservatoryfacilityredevelopment Waterfrontdevelopmentonpubliclandsinadditionto PrinceArthur'sLanding NewThunderBayEventCentre NewThunderBayArtGalleryonapotentialwaterfront location

Q16b.NowwewouldliketofocusonmajorcapitalprogramsorprojectstheCityisworkingonitselforinpartnershipwiththecommunity.Pleaseindicateyour levelofagreementwitheachofthefollowingmajorcapitalprogramsorprojectswhichwillrequirefutureCityspending.Wouldyousayyou(READSCALE)?

33

BalanceofTaxationandServicescontd
In terms of demographic differences, women are more likely than men to agree with the Centennial Conservatory facility redevelopment. Those under 55 are more likely than older residents to agree with the new Thunder Bay Event Centre. %Agree TOTAL Total
(n=500)

GENDER Male
(n=239)

AGE 1834
(n=86)

Female
(n=261)

3554
(n=197)

55+
(n=217)

Ongoinginfrastructurerenewalincludingroads, bridges,andstormwaterdrainage Parksrenewalandenhancements Recreationalfacilitiesrenewalandenhancements RecreationalorMultiUsetrailsexpansion NewYouthCentre ThunderBayPublicLibraryFacilityRenewal CentennialConservatoryfacilityredevelopment Waterfrontdevelopmentonpubliclandsin additiontoPrinceArthur'sLanding NewThunderBayEventCentre NewThunderBayArtGalleryonapotential waterfrontlocation

94% 84% 86% 79% 73% 74% 65% 70% 62% 54%

95% 85% 80% 79% 79% 78% 79% 62% 60% 55%

92% 80% 83% 83% 70% 77% 70% 68% 65% 52%

96% 87% 85% 82% 85% 72% 69% 68% 65% 55%

95% 85% 81% 73% 71% 79% 77% 61% 53% 55%

Q16b.NowwewouldliketofocusonmajorcapitalprogramsorprojectstheCityisworkingonitselforinpartnershipwiththecommunity.Pleaseindicateyour levelofagreementwitheachofthefollowingmajorcapitalprogramsorprojectswhichwillrequirefutureCityspending.Wouldyousayyou(READSCALE)?

34

BalanceofTaxationandServices
There is no consensus when asked which approach should be taken to balance taxation and service delivery levels, with responses fairly evenly divided across increasing taxes to enhance services, increasing taxes to maintain services, and cutting services to maintain current tax levels. Very few are in favour of cutting services to reduce taxes. There appears to be a growing trend in favour of increasing taxes to enhance services.
2013 2011 2009

28% 25% 20% 14%

30%

30% 25% 22% 15% 12% 12% 8% 10% 6% 3% 2% 14% 25%

Increasetaxesto Increasetaxesto Cutservicesto enhanceorexpand maintainservices maintaincurrent services atcurrentlevels taxlevel

Cutservicesto reducetaxes

None

Don'tknow

Q17.MunicipalpropertytaxesaretheprimarywaytopayforservicesprovidedbytheCityofThunderBay.Duetotheincreasedcostofmaintainingcurrent servicelevelsandinfrastructure,theCitymustbalancetaxationandservicedeliverylevels.Todealwiththissituation,whichofthefollowingfouroptionswould youmostliketheCitytopursue? Base:Allrespondents2013(n=500);2011(n=500);2009(n=400).

35

Crimeand Safety

AttitudesTowardsRacism/CommunitySafety
The vast majority of residents (including half who strongly agree) indicate that racism and discrimination is a serious issue. In terms of community safety, the perceived safety of children playing in ones neighbourhood has increased significantly compared to 2011.
Stronglyagree Stronglydisagree Somewhatagree Don'tknow Somewhatdisagree

2013

2011 N/A

Ifeelthatracismand discriminationisaseriousissuein ThunderBay Ifeelitissafeforchildrentoplay outsideinmyneighbourhood

51%

32%

2% 10%6%

82%

42%

39%

3% 8% 8%

81%

74%

IfeelthatThunderBayisa relativelysafecity

21%

49%

2% 18% 11%

70%

68%

Ifeelsafewalkingaloneinmy ownneighbourhoodafterdark

35%

29%

11%

23% 1%

64%

59%

Q18a.Doyoustronglyagree,somewhatagree,somewhatdisagreeorstronglydisagreewitheachofthefollowingstatements? Base:Allrespondents2013(n=500);2011(n=500).

37

OccurrenceofCrime
TheincidenceofcrimeinThunderBayhasdeclinedcomparedto2011(20%,downfrom28%in2011).

2013

2011 79% 72%

12%

16% 8%

12%

Yes,me

Yes,someoneelse

No

Q18b.Haveyou,orsomeoneinyourhouseholdbeenavictimofacrimeinthepastyear? Base:Allrespondents2013(n=500);2011(n=500).

38

TypeofCrime
Amongthosewhohaveexperiencedcrimedirectlyorintheirhousehold,thetypeofcrimecontinuestobe property(asopposedtoviolent)mostoften.
2013 2011

79%

Propertycrime(i.e.breakandenter,theft, arson,fraud,mischief)
77%

18%

Violentcrime(i.e.robbery,assault,murder, attemptedmurder,abduction)
19%

3%

NotSure
5%

Q18c.Whattypeofcrimewasit?Base:Experiencedcrimeinpastyear(n=98),2011(n=130).

39

LocationofCrime
Thelocationofthecrimehasalsoremainedconsistentwith2011findings.Athomeismentionedmostoften (byastrongminority),followedbynearhome,theninthecity.
2013 2011

44%

Athome
44%

31%

Nearhome
35%

19%

Inthecity
16%

4%

AtWork
3%
Q18d.Didthisincidenthappeninyourhome,nearyourhome,atwork,elsewhereinthecity,oroutsideofthecity?Base:Experiencedcrimeinpastyear (n=98);2011(n=130).

40

ReportingofCrime
Significantlyfewerindicatethattheincidentwasreportedtothepolice.

2013

2011

75% 60%

40% 24%

Yes

No

Q18e.Didyouoranyoneelsereporttheincidenttothepolice?Base:Experiencedcrimeinpastyear(n=98);2011(n=130).

41

AwarenessofThunderBayCrimePreventionCouncil
Nearlytwothirdsofresidents(65%)indicatetheyareawareoftheThunderBayCrimePreventionCouncil, whichhaschangedverylittlecomparedto2011.Onethird(33%)areunaware.

2013

2011

65%

67%

33%

32%

Yes

No

Q18f.HaveyouheardoftheThunderBayCrimePreventionCouncil? Base:Allrespondents2013(n=500);2011(n=500).

42

AwarenessofRespectCampaign
Themajorityofresidentsareawareoftherespectcampaign.Awarenesstendstobehigheramongwomen andolderresidents.

Yes Total Male 60% 56% 63% 56% 60% 63%

No

Don'tknow 38% 40% 35% 42% 38% 34% 3% 3% 2% 2% 2% 3%

Gender
Female 1834

Age

3554 55+

18g.Haveyouseen,read,orheardanythingaboutacampaignpromotingrespect?Base:Allrespondents2013(n=500)

43

Environment

MostPressingConcernRegardingtheBeautificationofThunderBay
Cleaninguplitter/garbageisclearlytheleadingconcernregardingthecleanlinessandbeautificationofthe cityaccordingtoresidents. MostPressingBeautificationConcern Litter/cleaninguplitter/garbage Maintainingparks/greenspace/cuttinggrass Roadmaintenance/repairs Lackofstreetsidetrees Waterfrontdevelopment Derelictbuildingsandgrounds Abandonedshoppingcarts Architectureofbuildings Rundown/abandonedbuildings Generalmaintenance Cigarettebutts Vandalism/graffitti Budget/taxes Other Don'tknow 8% 5% 4% 4% 3% 3% 3% 3% 3% 2% 2% 2% 4% 18% 31%

Q7b.WhatdoyouthinkisthemostpressingconcernregardingthecleanlinessandbeautificationofThunderBay?Base:Allrespondents2013(n=500).

45

TopPrioritiesforPreservingtheEnvironment
Among a number of competing priorities for preserving the environment, residents of Thunder Bay rank expanding the recycling programs for households and industry as number one most often, however this is followed closely by encouraging greater energy efficiency and encouraging alternative modes of transportation. HighestPriorityfortheCityofThunderBayOvertheNextYear 1stMostPriority 2ndMostPriority 32% 3rdMostPriority 22% 4thMostPriority 23% 18%

Expandingrecyclingprogramsfor householdsandindustry

Encouraginggreaterenergyefficiency Encouragingalternativemodesof transportationsuchaswalking,cycling, orpublictransit Developaclimateadaptationplan 10%

27%

39%

18%

10%

26%

19%

29%

20%

14%

24%

47%

Note:Ina2009studythatalsoincludedthisquestion(onlythefirstthreeprioritieswereshown),expandingtherecycling programsfor householdandindustrywasalsorankedasthetopprioritymostoften(42%),followedbyencouraginggreaterenergyefficiency(38%).

Q8a.IamgoingtoreadalistoffourthingstheCityofThunderBaycoulddotopreserveandprotectthelocalenvironmentofyourcommunity.Pleasetellme whichoneoftheseyouthinkshouldbethehighestpriorityfortheCityofThunderBayoverthenextyear,andwhichoneshould bethenexthighestpriority, andsoon?Base:Allrespondents2013(n=500).

46

ParticipationinEnvironmentallyConsciousActivities
The vast majority of residents say they always turn off lights to save power, recycle, and use energy saving light bulbs, while six in ten make an effort to reduce water consumption and to wash clothes in cold water to save power. However, large proportions never reduce car use or compost food and garden waste.

%Participation
Always Sometimes Never Don'tknow

% Always/ Sometimes
2013 2009

Turnofflightstosavepower Recyclebottles,cans,paperorplasticinsteadofthrowing themaway Useenergysavinglightbulbs Makeanefforttoreducewaterconsumption Washclothesincoldwatertosavepower Buyhouseholdproductslabelledas'goodforthe environment' Buylocalfoods/goodsinsteadofthoseshippedoverlong distances Compostfoodandgardenwaste Reducecarusebyusingpublictransit,walking,bikingorcar pooling
37% 26% 25% 17%

82% 79% 70% 61% 61% 53% 66% 25% 41% 50% 40%

16% 2% 16% 5% 24% 32% 27% 5% 6% 9% 8% 6%

98% 95% 94% 93% 88% 90% 92% 50% 58%

98% 96% 95% 95% 91% 95% 95% 51% 67%

Q8b.Pleasetellmehowoftenyouparticipateineachofthefollowingactivities.Doyoualways,sometimesornever?Howabout... Base:Allrespondents2013 (n=500). 47

PerceivedLevelofEffortTowardsEnvironmentallyConsciousActivities
A strong minority of Thunder Bay residents feel they are doing all they can do in terms of recycling (46%), while a third feel this way with respect to reusing items (33%) and reducing the amount of waste they produce (30%). Most everyone else feels they are doing most of what the can do or something; very few feel they are doing very little.

IamdoingallIcando Iamdoingsomething,butcoulddoalotmore Don'tknow

IamdoingmostofwhatIcando,butcoulddomore Iamdoingverylittle

Recycling

46%

38%

11% 4% 1%

Reusingitems

33%

47%

15%

4% 1%

Reducingtheamountofwasteyou produce

30%

45%

20%

4% 1%

Q8C.Thinkingaboutyourowneffortstorecycle,reducetheamountofwasteyouproduce,andreuseitems,whichoneofthefollowingstatementsbestapplies toyouwhenitcomesto(INSERTCATEGORY)?Base:Allrespondents2013(n=500). 48

Communications

49

MostEffectiveCommunicationMethod
Letters/newsletters and newspapers continue to be tied as the most effective way for the City to communicate with residents (28% and 26% respectively). Four in ten (41%) report some form of webbased communications including a combination of email (13%), the Internet overall (15%), and social media (8%, general; 2% Facebook). The preference for TV has dipped significantly compared to 2001 (18%, down from 25%).
2013 Letters/Newsletters Dailynewspapers Television Email Radio Theinternet Socialmedia(generalmentions) Telephone Facebook Meetings(public/council) Don'tknow
2% 2% 2% 1% 6% 8% 5% 5% *Responseslessthan2%arenotshown. 5% 8% 7% 6% 8% 6% 7% 9% 20% 18% 19% 16% 13% 15% 15% 19%

2011

2009

2007
28% 31% 29% 26% 25% 27% 32% 36%

53%

15% 16% 12%

Q9.WhatdoyouthinkisthemosteffectivewayfortheCitytocommunicatewithyou?Base:Allrespondents2013(n=500);2011(n=500);2009(n=400).

50

RecallandAssessmentofMyTBay
A near majority of residents (48% vs. 51% in 2011) recall seeing, reading or hearing about MyTBay. Among those who recall seeing MyTBay, overall satisfaction ratings are unchanged compared to 2011 (67% in 2013, 68% in 2011).

2013

2011 52% 49%

VerySatisfied

Satisfied

Neither

Dissatisfied

VeryDissatisfied

2013

16%

51%

27%

33% 26% 22% 18% 2011 23% 45% 21% 6% 4%

2009

13%

58%

19%

6%

Yesread

Yesseen/ heard
Tracking: %Yes 2013:48% 2011:51% 2009:42% 2007:32% 2005:40%

No
2007 8% 55% 27% 6%

2005 4%

55%

28%

6% 3%

Q10.Haveyouread,seenorheardabout[INSERTITEM]?Howabout?Base:Allrespondents2013(n=500);2011(n=500);2009(n=400) Q11A.HowwouldyourateyourgenerallevelofsatisfactionwithMyTBay,theCitystabloidreporttoCitizens?Wouldyousaythatyouare:..Base:Yes read/MyTBayy/atQ102013(n=136);2011(n=150);2009(n=117).

51

Demographic Profile

52

DemographicProfile
Education Lessthanhighschool Highschoolgraduateorequivalent Some/completedtrade/technical school Some/completedcommunity college, Some/completeduniversity Graduate/professionalstudies EmploymentStatus Workingfulltime Workingparttime Selfemployed Unemployed Attendingschoolfulltimeora Student Retired Notintheworkforce(fulltime homemaker/ondisability) Other Own/OperateBusiness Yes No 2013 8% 19% 1% 30% 35% 6% 2013 43% 9% 8% 5% 5% 25% 3% 1% 2013 10% 89% 2011 8% 23% 4% 28% 25% 13% 2011 41% 11% 7% 6% 5% 24% 5% 1% 2011 10% 90% 2009 8% 21% 3% 29% 27% 12% 2009 42% 10% 9% 6% 3% 27% 4% 1% 2009 13% 87% 2007 10% 23% 5% 30% 16% 16% 2007 39% 12% 5% 5% 3% 30% 4% 3% 2007 8% 92% Yes No One Two Three Four Fiveormore HouseholdIncome Lessthan$25,000 $25,000tolessthan$50,000 $50,000tolessthan$75,000 $75,000tolessthan$100,000 $100,000ormore Dontknow/Notstated Disability

ResidentsinHome

2013
15% 32% 20% 21% 11% 2013 11% 21% 14% 14% 25% 16%

2011
17% 35% 19% 21% 8% 2011 14% 24% 19% 15% 18% 10%

2009
20% 33% 20% 18% 9% 2009 13% 25% 19% 15% 19% 9%

2007
19% 38% 18% 16% 9% 2007 15% 26% 23% 16% 15% 5% 2013 15% 83%

DemographicsProfilecont
NumberofChildrenunder18inhome 0 1 2 3ormore Age 1834 3554 55+ Gender Male Female Ethnicity Caucasian/white Aboriginal Black AnotherGroup Dontknow/Notstated 2013 26% 38% 36% 2013 48% 52% 2011 26% 38% 36% 2011 48% 52% 2013 75% 6% 0% 10% 7% 2% 2009 26% 38% 36% 2009 48% 52% 2013 56% 20% 17% 7% 2007 18% 41% 42% 2007 39% 61% 2011 91% 5% 1% Own Rent 78% 22% 78% 21% 81% 17% 79% 21% TenureinThunderBay Lessthan1year 1tolessthan5years 5tolessthan10years 10tolessthan20years 20yearsormore PropertyTaxes Lessthan$1,000 $1,000tolessthan$2,000 $2,000tolessthan$3,000 $3,000tolessthan$4,000 $4,000tolessthan$5,000 $5,000ormore Notresponsiblefortaxes Dontknow/Notstated RentorOwnHome 2013 0% 5% 5% 12% 76% 2013 1% 18% 32% 20% 10% 8% 6% 4% 2013 2011 1% 6% 9% 10% 75% 2011 2% 25% 37% 18% 7% 5% 3% 4% 2011 2009 2% 7% 4% 10% 76% 2009 2% 26% 38% 17% 6% 7% 3% 3% 2009 2007 1% 5% 5% 9% 80% 2007 3% 30% 44% 16% 4% 3% 7% 2007

CityofThunderBay
2013CitizenSatisfactionStudy

June2013

2013Ipsos. Allrightsreserved.ContainsIpsos'ConfidentialandProprietaryinformationand maynotbedisclosedorreproducedwithoutthepriorwrittenconsentofIpsos.