K ITCHENER: A VIEW TOWARD THE FUTURE

1. KITCHENER: A VIEW TOWARD THE FUTURE ENVIRONICS

2. 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).

3. 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%.

4. Household Tenure

5. Gender

6. Age

7. 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.

8. Like about Kitchener Quality of Life Parks & Rec Arts & Culture Infrastructure Shopping Economy Munic. Gov’t

9. Dislike about Kitchener Traffic Dirty / Run-Down Inadequate Services Uncontrolled Growth Cost of Living Social Programs Government

10. Familiarity More High Less Low Low High

11. Overall, Kitchener residents are quite satisfied.

12. Satisfied With Municipal Services Q.4b

13. 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. Q.4a

14. Kitchener Population Segments: • six groups of • like-minded people

15. Suburban Stability Seekers Urban Promoters 16% 22% 15% Small Town Protectors 22% 9% Community Activators 16% Fringe Dwellers Small Town Stalwarts

16. Urban Promoters (16%) 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. 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.

17. Small Town Protectors (15%) 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. 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.

18. Fringe Dwellers (9%) 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. 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.

19. Small Town Stalwarts (16%) 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. 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.

20. Community Activators (22%) 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. 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.

21. Suburban Stability Seekers (22%) 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. 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.

22. 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.

23. 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.

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