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Attitudes and Perceptions Study

Attitudes and Perceptions Study. Methodology.

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Attitudes and Perceptions Study

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  1. Attitudes and Perceptions Study

  2. Methodology • Robinson Research was commissioned by the Greater Wenatchee Regional Events Center Public Facilities District to conduct a telephone survey with households in Douglas and Chelan Counties. The overall purpose of this study was to evaluate the publics’ attitudes and perceptions regarding the Town Toyota Center and the level of support for a sales tax increase.

  3. Methodology • For this study, 400 interviews were conducted at our facility from November 26, 2010 to December 2, 2010. • For this project, “good” voter sample was employed. A voter was categorized as “good” if they had voted in three of four elections. Specifically, the general and primary elections that took place in 2009 and 2008.

  4. Methodology • GWPFD set nine areas that were to be included in the project. The proportion of surveys conducted in each area was determined by the proportion of “good” voters located therein.

  5. Methodology • 37% Wenatchee • 33% East Wenatchee • 9% Cashmere • 7% Unincorporated Chelan County • 6% Chelan • 3% Unincorporated Douglas County • 3% Waterville • 2% Entiat • 1% Rock Island

  6. Methodology • A 400-sample survey has a margin of error of +/- 4.95 percent, which means that, in theory, results have a ninety-five percent (95%) chance of coming within +/- 4.95 percentage points of results that would have been obtained if all “good” voters had been interviewed.

  7. This question was asked of the forty-eight respondents who were unable to name the arena in Q.1. Responses from Q.1 have been added to the graph.

  8. This question was asked of the 282 participants who reported previously attending an event at the Town Toyota Center.

  9. This question was asked of the 282 participants who reported previously attending an event at the Town Toyota Center.

  10. This question was asked of the 372 participants who reported experiencing advertising for events taking place at the Town Toyota Center.

  11. This question was asked of the 180 respondents who reported they would support the sales tax increase.

  12. This question was asked of the 201 respondents who reported they would oppose the sales tax increase.

  13. Conclusions • Awareness of the Town Toyota Center was extremely high, with nearly nine-in-ten able to name it unaided and only one percent unaware of its existence • Two-thirds believed the center was owned and operated by the City of Wenatchee • Seven-in-ten had attended at least one event at the center • Perceptions of the center were overwhelmingly positive

  14. Conclusions • Perceptions of the quality of concessions were lukewarm • Hockey and concerts were the predominantly mentioned events held at the center • The Internet was the predominant source of information about the center • Nine-in-ten reported having seen or heard ads for events at the center

  15. Conclusions • Radio and newspaper were the most commonly mentioned media in which ads were experienced • The center was perceived as particularly clean and aesthetically pleasing • Parking was the least desirable tested aspect of the center • Musicals were the type of event most likely to be attended

  16. Conclusions • Arena football was the type of event least likely to be attended • Country music was preferred over both rock and pop music • The majority were unable to think of any additional events they would like to see at the center • Forty-five percent would vote in-favor of a 1/10th of a percent sales tax increase

  17. Conclusions • Ballot measures that require voters to approve an additional tax upon themselves typically test more favorably at the onset than is actually experienced at the ballot box, after competing campaigns and details of the ballot measure are better known. Support for the center could be characterized as “a mile wide and an inch deep”.

  18. Conclusions • While perceptions of everything but the concessions and parking tested favorably and a strong majority had attended events at the center, half drew the line of support at the point where it could cost them additional sales tax. Even with a clever, well-funded and vigorous campaign, the odds are definitely against successfully funding the center with a self-imposed sales tax increase. The possibility of passing the measure would decrease further if bonds or levies for police or firefighters were also on the ballot.

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