K ITCHENER: A VIEW TOWARD THE FUTURE

KITCHENER: A VIEW TOWARD THE FUTURE

ENVIRONICS

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Objectives of the Project:

• Confirm the vision for Kitchener 20+ years into the future.

• Provide data for a report card on citizen satisfaction with City directions, programs and services.

• Increase our understanding of public priorities among competing interests, within limited resources.

• Provide the foundation for evidence-based communications, citizen awareness and citizen engagement (social values research).

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Methodology / Sample:

• Survey conducted between April 13 – May 25.

• Combined postal survey and internet survey achieved a 20% greater response than anticipated.

• 1238 surveys completed (983 via mail and 255 via internet).

• Over 300 questions covering satisfaction, visions for the future, personal values, and demographics

• Survey achieved a highly representative sample of Kitchener residents as confirmed by census profile.

• Margin of error = 2.8%.

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Household Tenure

Own Rent

68 67 68 65

32 33 32 35

Study

Kitchener (Census)

Ontario

Canada

5

Gender

Men Women

49 49 49 50 51 51 51 50 Study

Kitchener (Census)

Ontario

Canada

6

Age

10

46

19

12

5 6

19

128

5 2

44

102

96 2

1013

19

42

14

6 29

20

40

9

20-24 25-44 45-54 55-64 65-74 75-84 85 or more

Study Kitchener (Census) Ontario Canada

Study Kitchener (Census) Ontario Canada

Average age (years) 45.8 45.3 46.6 46.9

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Public Opinion & Government Responsibility

• Survey results clearly indicate community values on certain issues, priorities and services.

• The City of Kitchener, therefore, is well positioned to consider residents’ values in combination with other information when making decisions regarding current and future issues, priorities and services.

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Like about Kitchener% of Responses # of Responses

Quality of lifeSize / Small town feelPeople / CharmDistance to other things / locationCleanSafe / Low Crime

61161512128

75320418115115096

Parks and natural recreationParksTrailsGreen SpacesVictoria Park

2713865

340162947965

Culture / arts / activitiesCommunity Centres / LibrariesArt / HeritageFarmer’s Market

2612104

32314612451

InfrastructureTransit SystemAccess from 401Waste Management

11711

134901513

ShoppingVariety of ShoppingThe mall

961

1117614

Economy / businessEmploymentDowntown / Core

832

933319

Municipal governmentCity HallCity Administration

621

703118

Quality of Life

Parks & Rec

Arts & Culture

Infrastructure

Shopping

Economy

Munic. Gov’t

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Dislike about Kitchener% of

Responses# of

Responses

Traffic / roads / transitTraffic problems / CongestionRoad conditions / PotholesTransit systemParking

39171276

4842081439173

Dirty / run-down / unsafe areasDowntown / CoreCrime / UnsafeLitter / DirtyRundown Houses / Unkept Properties

3714998

45217310910693

Inadequate services / infrastructureHousingEnvironment / Pollution / Smog / Water QualitySnow removal should be improved

25433

313443931

Uncontrolled / mismanaged growthGrowing Too Fast / Too Big / Urban SprawlLand Use

1381

15710424

Cost of livingTaxes Too High / Money Not Being Spent ProperlyToo Expensive

963

1107735

Social programsHomeless PeopleSocial / Political – Non-specified

641

784613

Government problemsUnfair By-lawsStricter Enforcement of By-laws

621

761918

Traffic

Dirty / Run-Down

Inadequate Services

Uncontrolled Growth

Cost of Living

Social Programs

Government

10

Less

Familiarity

High

LowLow High

More

Services

Business licensing

Property standards

Communications

Signage Provision of marriage & birth/death

Methods of payment

Parking enforcement

Building permits

Preservation heritage buildings

Look of new buildings

Look of new neighbourhoods

Promotion of City

Public participation in planning

Downtown planning

City planning

Accessibility

Crossing guards

UtilitiesTraffic control

Leaf collection

Street sweeping

Winter road

Road/sidewalk maintenance

Street lightingParking restrictions

Public transit

Parking

Support for assoc./sports groups

Cemeteries

Golf courses

Market

Auditorium

Bike lanes Walking/bike trails

Leash free zones

Firefighting

Galleries/Theatres

Grass cutting

Public library

Registration for programs

Condition of sports fields Outdoor facilities

Indoor sports

Swimming pools

Seniors' services

Community centres

Indoor ice rinks

Parks/playgrounds

Satisfaction

Sp

end

ing

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Overall, Kitchener residents are quite satisfied.

12 Q.4b

Verysatisfied

Somewhat satisfied

Somewhat dissatisfied

Verydissatisfied

23

62

13 1

Satisfied with municipal services

Satisfied With Municipal Services

13 Q.4a

Verysatisfied

Somewhatsatisfied

Somewhatdissatisfied

Verydissatisfied

17

63

16 3

Satisfied with City of Kitchener government

Satisfied with City of Kitchener Government

Interesting Fact: 74% indicated it was either very likely or somewhat likely that they would still be living in Kitchener 20 years from now.

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Kitchener Population Segments:

six groups of

like-minded people

15

16%

15%

9%

16%

22%

22% 16%

15%

9%

16%

22%

22%Urban Promoters

Small Town Protectors

Fringe Dwellers

Small Town Stalwarts

Community Activators

Suburban Stability Seekers

Segments of Kitchener residents

Urban Promoters

Small Town Protectors

Fringe Dwellers

Small Town Stalwarts

Community Activators

Suburban Stability Seekers

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Urban Promoters (16%)Mostly males (64%) Well-educated (63% have post-secondary degree)

Between 25-44 (55%) High-income earners (23% make at least $100,000 per year)

Mostly married (60%) Among most likely to follow a non-Christian religion

Identity Statement: This group of confident achievers tends to be males in their thirties with good educations and incomes. They are risk-takers who enjoy the good life. Believing that their destiny is pre-determined, Urban Promoters are confident in their ability to tackle life’s intricacies. They are ready to take on risk if the rewards are there for the taking. They enjoy being with people, whether it is a network of friends with similar interests or amongst a crowd during an event.

Growth / Development: Urban Promoters are most clearly defined by their desire to see Kitchener become a vibrant, fast-developing municipality with a big city feel. They are attracted to the opportunities that future development in Kitchener offers.

Taxes: Wish that Kitchener would be known as a city that provides a higher level of services than other municipalities, even if it means a higher level of taxes.

City Services: In line with their desire to see the city grow into a big city, Urban Promoters have a high level of familiarity and satisfaction with city planning, downtown planning and promotion of the city. This group wishes to see more money spent to pursue all of these initiatives, in addition to the look of new neighbourhoods and new buildings. They are notably unhappy with swimming pools, support for association and sports groups and outdoor facilities. Urban Promoters are satisfied with Your Kitchener Market and believe we should be spending more on the market.

Likes About Kitchener Dislikes About Kitchener

Clean (16%) Downtown / Core (18%)

Parks (14%) Traffic problems / Congestion (14%)

Distance to Other Things / Location (13%) Litter / Dirty (12%)

People / Charm (12%) Road Conditions / Potholes (11%)

Transit System / Traveling Conditions (12%) Rundown houses / Unkept Properties (10%)

Involvement in Government: Taking an interest in what is happening to their city, Urban Promoters reject civil disobedience and prefer greater government involvement in their community. Their desire to be involved in their community stems from their personal responsibility to help those worse off than themselves as well as a desire to be in contact with people of different social backgrounds.

Interesting Fact: They have improved their social status through their past achievements and feel secure about their future financial situation, especially as they have not relied on anyone but themselves for their success.

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Small Town Protectors (15%)

Equally men and women (49% female) Includes more retired people than other segments

1 in 4 are 65 years or older (23%) High-income earners (22% make at least $100,000 per year)

Mostly married (73%) Segment most likely to belong to a religious affiliation (92%)

Identity Statement: For Small Town Protectors, family-oriented activities and the pace of small town Kitchener are very important. Equally men and women, this group conforms to traditional values and their primary focus is first and foremost their family. As a result of this strong belief in traditional values, Small Town Protectors are very conformist and believe that people should dress and behave in a way that does not offend others. They believe strongly in small government.

Growth / Development: Small Town Protectors prefer Kitchener’s small town feel and focus on its residents over becoming a tourism attraction with a lively downtown core. Resistant to change and determined to protect 'small-town Kitchener', Small Town Protectors believe that development must be planned and involve significant community input.

Taxes: Small Town Protectors stand out for their dislike of taxes, preferring cuts in local services over higher taxation.

City Services: While they are generally unsatisfied with many of services, Small Town Protectors do not support an increase in municipal expenditures. In line with their small-government philosophy, they do not support an increase in spending for many services, even on such aspects as firefighting, street lighting, the preservation of heritage building or property standards. The only two areas where Small Town Protectors would like to see more spending are on business licensing and Your Kitchener Market.


Size / Small Town Feel (16%) Traffic Problems / Congestion (22%)

People / Charm (14%) Road Conditions / Potholes (17%)

Safe / Low Crime (12%) Taxes Too High / Money Not Being Spent Well (15%)

Community Centres / Library (10%) Downtown / Core (12%)

Distance To Other Things / Location (10%) Litter / Dirty (10%)

Clean (10%) Parking (10%)

Involvement in Government: Small Town Protectors have a low level of confidence in government and believe that the less involvement the government has on society the better. They recognize the need to speak up to keep the status quo.

Interesting Fact: Small Town Protectors would rather work in an unfulfilling but well-paying job than have an interesting job that does not pay well.

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Fringe Dwellers (9%)

Mostly males (60%) 40% have a high school diploma or less

Youngest segment (20% are 20-24 years old) Average household income (49% earn $20,000 - $60,000 per year)

Most likely to be single (27%) Most likely to be Catholic (44%) or not follow a religion (18%)

Identity Statement: This young group is mostly male and includes some students. With a ‘live for today’ attitude, Fringe Dwellers believe that Kitchener should emphasize individualism – a non-community of sorts. They believe citizens should go about minding their own business and not take part in any communal activities, leaving these decisions up to those in political circles. They are confident in their ability to face obstacles and they are on the lookout for new experiences.

Growth / Development: Fringe Dwellers are ambivalent on development issues which they have probably not thought about much and which they do not see as having much impact on them.

Taxes: Fringe Dwellers prefer that the government taxes the rich to help the poor.

City Services: In accordance with their busy, ‘carpe diem’ lifestyles, Fringe Dwellers are familiar with many services, including: public transit, community centres, seniors services, indoor sports facilities and property standards. They are generally satisfied with transportation management issues such as road and sidewalk maintenance, bike lands and parks as well as outdoor and recreational facilities such as part, playgrounds, swimming pools and indoor sports. As they prefer less communal involvement and that people go about their own business, they generally do not support the city spending more money on city services.


Size / Small Town Feel (14%) Downtown / Core (15%)

Distance To Other Things / Location (14%) Road Conditions / Potholes (13%)

Parks (14%) Growing Too Fast / Too Big / Urban Sprawl (9%)

Clean (12%) Parking (8%)

Safe / Low Crime (11%) Traffic Problems / Congestion (8%)

Involvement in Government: Their characteristic lack of concern over political and economic matters flows from their values. They are not politically motivated by other people’s problems and they trust that both the government and corporations know best. Nonetheless, they are ready to disobey laws and engage in civil disobedience if they find the rules irrelevant.

Interesting Fact: Fringe Dwellers believe that their destiny is pre-determined and people get what they deserve.

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Small Town Stalwarts (16%)Equally men and women (52% female) 40% drive a mid-sized car.

Tend to be older (39% are 55 years or older) Lower income (44% make less than $44,000)

Least likely segment to be married (55% married) Least likely segment to be Catholic (27%)

Identity Statement: Older in age, Small Town Stalwarts live a simple life and trust the government to take care of them. They prefer Kitchener to be focused on building a family-oriented community with a small-town feel and on a better quality of life for its residents. Small Town Stalwarts differ from Small Town Protectors by favouring tougher environmental by-laws, higher taxes for better quality services and more investment on public transit and bike trails.

Growth / Development: Fearful of change and wanting to maintain 'small-town Kitchener', Small Town Stalwarts are generally leery of development which they see as potentially harmful to them personally. Because they are in favour of higher services, they may support development as a way of strengthening the tax base to pay for those higher services they want and need.

Taxes: While Small Town Stalwarts generally prefer better services over tax cuts, they are the only segment of the population who do not wish to see an increase in the budget for any of the services listed in the survey. They are less opposed to an increase in spending on the three services they are most familiar with: registration for programs, firefighting, and seniors’ services.

City Services: Small Town Stalwarts are unfamiliar with many of the city’s services. Notably, are unsatisfied with the public participation in city planning, business licensing, cemeteries and indoor sports. They are only satisfied with the preservation of heritage buildings, accessibility and the methods of payments the city offers.



Parks (14%) Downtown / Core (17%)

People / Charm (13%) Crime / Unsafe (14%)

Distance To Other Things / Location (13%) Road Conditions / Potholes (13%)

Community Centres / Library (10%) Growing Too Fast / Too Big / Urban Sprawl (12%)

Involvement in Government: Not politically involved, Small Town Stalwarts have a split view of government. While they have a high level of confidence in government, they want the government to be less involved in their lives and have a nature tendency to question the ideas of those in power.

Interesting Fact: Believing that they have gotten this far in life solely with their wits, they are not ready to risk it all now for a potentially greater reward.

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Community Activators (22%)Equally men and women (52% female) Very well-education (44% have at lest some university education)

Middle-aged (35% are 45-64 years old) Lower than average income (62% make less than $60,000 a year)

Mostly married (63) 1 in 10 follow a non-Christian religion

Identity Statement: The most educated segment of the population, Community Activators are enlightened and thoughtful. They are sensitive to environmental issues and other social concerns and are passionate about the quality of life they currently enjoy. They differentiate themselves from others by preferring the city to prioritize its commitments to environmental and social programs. They display a strong social conscience and wish for an open society free of bigotry, one where people of any ethnic community can celebrate their culture.

Growth / Development: Community Activators are very concerned about uncontrolled development. While they prefer a vital and lively downtown core and wish for Kitchener to become a major cultural centre renowned for its art galleries, theatres, and museums, they also want the city to keep its community feel. They want the city to focus foremost on providing a higher quality of life to its citizens than concentrating on economic growth.

Taxes: They are the most likely segment to endorse rigorous environmental and housing by-laws and a high level of quality local public services at the expense of higher taxes.

City Services: Community Activators are only informed about the services that match their interests, such as: art galleries and theatres, bike lanes, the public library, parks and playgrounds and Your Kitchener Market. They are generally unsatisfied with services, however, they have higher than average satisfaction with art galleries and theatres, Your Kitchener Market and parking restrictions. The Community Activators do not want to see more money spent on most city services.



People / Charm (16%) Transit System / Traveling Conditions (13%)

Parks (15%) Downtown / Core (14%)

Community Centres / Library (15%) Growing Too Fast / Too Big / Urban Sprawl (12%)

Distance To Other Things / Locations (14%) Litter / Dirty (11%)

Trails (12%) Rundown Houses / Unkept Properties (11%)

Involvement in Government: With a high level of community involvement and a low level of civic apathy, the Community Activators likes to have its voice heard by those in government. While they wish that their concerns were met with a greater level of government involvement and are predisposed to defer to those in power, they have a low level of confidence in government and are ready to break rules that they do not agree with.

Interesting Fact: Having themselves struggled with life’s difficulties and having been the recipients of others’ help, they believe that those less fortunate may have been the victims of circumstance.

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Suburban Stability Seekers (22%)

Mostly female (60%) Most likely segment to have a college diploma (41%)

Between 25-44 (49%) Somewhat above average household income (23% earn $60,000 - $80,000 / year)

Most likely segment to be married (71%) 8 in 10 have children living at home

Identity Statement: Suburban Stability Seekers are most differentiated from other segments of Kitchener’s population for their commitment to Kitchener becoming a family-oriented town with recreational and leisure venues spread out across the city, providing wholesome, family-friendly daytime entertainment. Very concerned about their personal welfare, Suburban Stability Seekers are looking for stability. They may let their emotions and feelings guide their decisions and they change their opinions easily.

Growth / Development: Suburban Stability Seekers are open to development but need to be sure they will not be on the losing end.

Taxes: Suburban Stability Seekers favour higher taxes for higher services.

City Services: The only services Suburban Stability Seekers are familiar with are the provision of marriage and birth and death certificates, business licensing and the conditions of sports fields. They are unsatisfied with most services. Despite their lack of familiarity and lack of satisfaction with services, they favour spending more money on some services – most notably The Aud and the provision of marriage and birth and death certificates.


People / Charm (20%) Traffic Problems / Congestion (19%)

Size / Small Town Charm (16%) Road Conditions / Potholes (13%)

Community Centres / Library (14%) Crime / Unsafe (11%)

Clean (14%) Downtown / Core (10%)

Parks (13%) Rundown Houses / Unkept Properties (8%)

Involvement in Government: While Suburban Stability Seekers take notice of civic issues, they express deference to those in positions of authority. They do not condone the breaking of laws even if they do not agree with them.

Interesting Fact: Suburban Stability Seekers believe their lives are predetermined and that life can be unfair as people do not necessarily get what they deserve.

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Conclusions / Commonalities:

• Most Kitchener residents have a positive view of the City.

• Most have a strong sense of what they want to see in the future.

• While some have reservations about future development, almost everyone can see the silver lining if it is properly planned and managed.

• Over the coming years, Kitchener has an opportunity to define itself as a cosmopolitan mid-sized city that combines the best of a small town quality of life with the amenities of an urban centre.

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What Are We Doing With the Survey Results?

Comprehensive citizen engagement processes that will:

• Fulfill Compass Kitchener Mandate• Confirm Compass Kitchener Vision • Citizen Satisfaction Report Card• Inform development of a Kitchener “identity”

• Inform Growth Management Strategy

• Assist in the Development of a 3 Year Strategic Financial Plan

• Begin in October 2005.

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Phased Approach:2005 2006

Oct. Nov. Dec. Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct.

Phase 1:

Compass Kitchener *

Objective 1,2,3

Phase 2:

Growth Management Strategy

Objective 4

Phase 3:

Strategic Financial Plan

Objective 5

* Report Card, Confirmation of Vision, and Identity Statement to be completed by mid-May for presentation to City Council in early June.

K ITCHENER: A VIEW TOWARD THE FUTURE

Documents

residents values

kitchener population

citizen satisfaction

community values

personal values

future issues

internet survey

citizen awareness