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Methodology

Methodology. Four separate focus groups with voters from the City of Portland, other parts of Multnomah County, and Clackamas and Washington Counties Telephone interviews with 600 voters likely to cast ballots in November 2008

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Methodology

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  1. Methodology • Four separate focus groups with voters from the City of Portland, other parts of Multnomah County, and Clackamas and Washington Counties • Telephone interviews with 600 voters likely to cast ballots in November 2008 • 200 interviews each in Clackamas, Washington, and Multnomah Counties, with results weighted to reflect the true geographic distribution of voters in the region • Interviews conducted February 27 – March 2, 2008 • Margin of error of +/- 4.0%

  2. Key Findings • Most Portland region voters value the arts, see multiple regional benefits from them, and attend arts events on a regular basis. • Voters have little clear sense of how the arts are funded, and whether funding is increasing or declining. • In principle, two-thirds of voters back dedicated funding for the arts – even funded by a tax increase of up to $3 per month. • As a benefit of public funding, free admission days are broadly popular – but focus groups showed that popularity may be tenuous. • Partnerships with libraries or museums could be helpful.

  3. General Attitudes Toward the Arts, Culture and Creativity

  4. One in twenty voters volunteers arts and culture as critical to the area’s quality of life. In a few words of your own, what are some of the things that give the Portland region a good quality of life? 2. In a few words of your own, what are some of the things that give the Portland region a good quality of life? (Open-End, Split Sample)

  5. About one-third of voters visit arts and cultural events at least monthly. About how often do you attend any kind of local arts, cultural event or exhibition, big or small? Total Monthly31% 3. About how often do you attend any kind of local arts, cultural event or exhibition, big or small:

  6. Demographics of Arts/Cultural Attendance Education % of Sample (17%) (25%) (38%) (20%) (42%) (58%) 3. About how often do you attend any kind of local arts, cultural event or exhibition, big or small:

  7. Demographics of Arts/Cultural Attendance Education by Gender Non-College College+ % of Sample (20%) (22%) (28%) (30%) 3. About how often do you attend any kind of local arts, cultural event or exhibition, big or small:

  8. Demographics of Arts/Cultural Attendance Party % of Sample (45%) (25%) (30%) 3. About how often do you attend any kind of local arts, cultural event or exhibition, big or small:

  9. Demographics of Arts/Cultural Attendance Gender by Age Women Men % of Sample (27%) (24%) (22%) (25%) 3. About how often do you attend any kind of local arts, cultural event or exhibition, big or small:

  10. Demographics of Arts/Cultural Attendance Years in Area % of Sample (18%) (17%) (23%) (13%) (29%) 3. About how often do you attend any kind of local arts, cultural event or exhibition, big or small:

  11. Demographics of Arts/Cultural Attendance Income and City Household Income City % of Sample (32%) (38%) (63%) (28%) (20%) 3. About how often do you attend any kind of local arts, cultural event or exhibition, big or small:

  12. Demographics of Arts/Cultural Attendance County % of Sample (25%) (45%) (30%) 3. About how often do you attend any kind of local arts, cultural event or exhibition, big or small:

  13. Focus Group Memories of Involvement with the Arts “I took my daughter and her best friend to children's art museum last weekend and we spent a good 2-3 hours giggling and laughing.“ “When I was young and in school I can remember my teacher from 3rd grade, Miss Picker, who taught all our subjects, and I was always good in school but my favorite subject was art because I could use my own imagination to create things, even if we have a specific thing to make. It was always my own.” “I don't think that I would have made it through school with out art and music.” “Gift of mentoring by a neighbor in the arts of construction, planning , designing, from the mental process (vision) through project completion. The time was a gift that led to a career in architecture.” “Watching the Phantom of the Opera opened my eyes to a whole new world. Costume design, looking at details. The music brought me joy and sorrow. Got me out of my box of one kind of entertainment. More to life then TV and radio. Amazing how people can express themselves artistically.” “I remember in the past year I took my son to his first opera, and he hated it. However, I took my daughter, age 7, to her first opera and she loved it, especially the orchestra. She was fascinated with the instruments in the orchestra.” “I recently attended a performance at Artists Repertory Theatre that a friend of mine was in. I don't usually go to the theatre, and experience, or rather the play itself, was poignant and captivating and led me to wonder why I don't go more often.“ “For me it is a local artist about 23 yrs old (same age as me at the time) this amazing and humble artist showed me her paintings that broke my heart because they were so beautiful.” “As a part of my church, we had a dance festival and I was able to participate in a dance. It was very fun and I wish that I could do it again. We had costumes, practices, and interaction with others with the same values.”

  14. Movies and live music are the most frequently-attended events. (Ranked by Total Once A Month/Few Times a Year) 4. I’m going to read you a list of different arts events and creative activities. For each one, tell me how often you attend or participate in that type of activity in the Portland region: once a month or more, a few times a year, once a year, or rarely to never. Split Sample

  15. Voters see arts and culture as encouraging creativity, enjoyable to attend, and creating educational opportunities. (Ranked by “Strongly Applies”) 5. I am going to mention some words and phrases, and after you hear each one, please tell me whether or not you think it applies to art and culture in the Portland region. Split Sample

  16. Continued 5. I am going to mention some words and phrases, and after you hear each one, please tell me whether or not you think it applies to art and culture in the Portland region. Split Sample

  17. Helping children grow is seen as the most important benefit of the arts. (Ranked by Total Extremely/Very Important) 6. I’m going to read you a list of benefits that arts and culture produce for residents of the Portland region. Please tell me how important you think each benefit of arts and culture is for the region: Split Sample

  18. Continued 6. I’m going to read you a list of benefits that arts and culture produce for residents of the Portland region. Please tell me how important you think each benefit of arts and culture is for the region: Split Sample

  19. Voters perceive that arts education is being cut back. (Ranked by “Strongly Agree”) 7. I’m going to read you some general statements about arts and culture activities and events in the area. For each, tell me if you agree or disagree. Split Sample

  20. Continued 7. I’m going to read you some general statements about arts and culture activities and events in the area. For each, tell me if you agree or disagree. Split Sample

  21. Voters have very different ideas of how local arts organizations are funded. To the best of your knowledge, where does most of the funding for arts and cultural organizations in the Portland region come from? 8. To the best of your knowledge, where does most of the funding for arts and cultural organizations in the Portland region come from?

  22. Voters are split on whether fundinghas been increasing or decreasing. Over time, do you think financial support for arts and cultural organizations in the Portland region has been increasing, staying about the same, or decreasing? Total Increasing 24% • Parents • Residents of less than 10 years • Women under 50 • College-educated • Regular attenders Total Decreasing27% 9. (IF INCREASING/ DECREASING: Is that INCREASING/DECREASING a great deal, or just somewhat?)

  23. Support for Dedicated Funding

  24. In principle, voters supportadditional dedicated funding. In your personal opinion, do you think arts and cultural organizations in the Portland region need additional, dedicated and reliable funding over the long term to better reach and serve the public? Total Yes 70% Total No17% 10. IF YES/NO: “Is that definitely or just probably?”)

  25. Proposal Description Tested SOME PEOPLE IN THE PORTLAND AREA HAVE DEVELOPED AN IDEA KNOWN AS THE “ARTS, CULTURE AND CREATIVITY” PROPOSAL. THIS PROPOSAL WOULD INCREASE INVESTMENT IN ARTS EDUCATION IN ALL LOCAL SCHOOLS, SO THAT ALL CHILDREN HAVE OPPORTUNITIES TO EXPLORE CREATIVE ACTIVITIES THAT HELP THEM LEARN, GROW, AND BECOME FUTURE INNOVATORS AND LEADERS. IT WOULD ALSO OFFER RESIDENTS THROUGHOUT THE REGION MORE OPPORTUNITIES TO ENJOY THE ARTS AT NEIGHBORHOOD VENUES, AND WOULD PROVIDE INCENTIVES TO ATTRACT AND KEEP ARTISTIC AND CREATIVE PEOPLE AND ORGANIZATIONS IN THE PORTLAND REGION. A COMPREHENSIVE FINANCING PLAN FOR THIS PROPOSAL IS BEING DEVELOPED. IT WILL MAXIMIZE THE USE OF EXISTING PUBLIC RESOURCES, BUT WOULD LIKELY INCLUDE SOME KIND OF SMALL INCREASE IN LOCAL TAXES. IT WILL USE PUBLIC DOLLARS AS MATCHING FUNDS TO ENCOURAGE PRIVATE GIVING, AND WILL SUBJECT ALL SPENDING TO ANNUAL INDEPENDENT AUDITS AND CITIZEN OVERSIGHT.

  26. Two thirds of voters support the proposal. Total Support 69% Total Oppose23% 11. Overall, does the arts, culture and creativity proposal sound like something that you would support or oppose?

  27. Proposal Support Demographics Arts Visits % of Sample (30%) (27%) (23%) (20%) 11. Overall, does the arts, culture and creativity proposal sound like something that you would support or oppose?

  28. Proposal Vote Demographics Gender by Age Men Women % of Sample (22%) (25%) (27%) (24%) 11. Overall, does the arts, culture and creativity proposal sound like something that you would support or oppose?

  29. Proposal Support Demographics Education % of Sample (17%) (25%) (38%) (20%) (42%) (58%) 11. Overall, does the arts, culture and creativity proposal sound like something that you would support or oppose?

  30. Proposal Vote Demographics Education by Gender Non-College College+ % of Sample (20%) (22%) (28%) (30%) 11. Overall, does the arts, culture and creativity proposal sound like something that you would support or oppose?

  31. Proposal Support Demographics Years in Area % of Sample (18%) (17%) (23%) (13%) (29%) 11. Overall, does the arts, culture and creativity proposal sound like something that you would support or oppose?

  32. Proposal Support Demographics Residence % of Sample (77%) (20%) 11. Overall, does the arts, culture and creativity proposal sound like something that you would support or oppose?

  33. Proposal Support Demographics Party % of Sample (45%) (25%) (30%) 11. Overall, does the arts, culture and creativity proposal sound like something that you would support or oppose?

  34. Proposal Support Demographics County % of Sample (25%) (45%) (30%) 11. Overall, does the arts, culture and creativity proposal sound like something that you would support or oppose?

  35. Reasons for Supporting the Proposal (Open-ended, split sample, top responses, asked of supporters only) 12a. In a few words of your own, why would you SUPPORT this proposal?

  36. Sample Comments From Supporters “The arts are highly undervalued and children need the thought process that comes with studying the arts.” “We need arts and culture and creativity in Portland; it's part of the culture.” “It is good for everyone to know about different cultures, especially children; it is important for them to know that people are very diverse. “ “The children and even adults need to know that there's more to life than just going to school and work and doing chores and errands.” “It would help to educate children and help contribute to the fabric of our life in that region.” “A community is only as rich as the art it supports; if we don't plant a seed, it won't grow to enrich us culturally.” “It would be very important to have something for the children to see instead of the junk on TV.” “As an author, I know a lot of writers and we can't make it on our writing alone; we need the support of workshops and school support.” “Art and artistic effects have a fabulous multiplying effect on the economy; they provide great entertainment.” “I would rather have my tax dollars go there than to the war or anything related to violence.” “Portland needs a strong art culture because that is what Portland is known for.”

  37. Sample Comments From Opponents “We are being killed by taxes now and any new tax should go to something better, like schools and education.” “Our taxes are being misused in and around the Portland area and art should be at the bottom of the list as far as priorities of how taxes are being spent.” “We don't need new taxes; the existing ones need to be utilized correctly. “ “I am over 90 years old and handicapped and I don't attend anything. “ “Taxpayers shouldn't have to pay for cultural stuff; the rich people who go to them should pay for it.” “I'm not into the arts. “ “If I am going to see an art or cultural event, I would rather pay more for a ticket than raise taxes.“ “I'm tired of being taxed to death and it's not a legitimate reason to be taxed.” “The market needs to fund it and not the taxpayers.”

  38. Reasons for Opposing the Proposal (Open-ended, split sample, top responses, asked of opponents only) 12b. In a few words of your own, why would you OPPOSE this proposal?

  39. A majority of voters are willing to pay as much as $3 per month to fund the proposal. (Ranked by % Very Willing) 68% 26% 59% 34% 45% 48% 13. Next, would you be willing to pay _________ more in taxes to support the arts, culture and creativity proposal?

  40. Audits and free admission days enhance the proposal’s appeal. (Ranked by % Much More Likely) 14. I’m going to read you a list of specific potential aspects of this proposal. After I read each one, please tell me whether each one would make you more likely or less likely to support the proposal. *Split Sample

  41. Continued 14. I’m going to read you a list of specific potential aspects of this proposal. After I read each one, please tell me whether each one would make you more likely or less likely to support the proposal. *Split Sample

  42. The most compelling arguments relate to arts education. (Ranked by % Very Convincing Reason Support the Proposal) % Don’t Believe 80% 4% 84% 2% 16. Next, I'm going to read you some statements made by supporters of the arts, culture and creativity proposal. After hearing each statement, please tell me whether you find it a very convincing, somewhat convincing, or not convincing reason to support the proposal. *Split Sample

  43. Continued % Don’t Believe 81% 4% 77% 4% 16. Next, I'm going to read you some statements made by supporters of the arts, culture and creativity proposal. After hearing each statement, please tell me whether you find it a very convincing, somewhat convincing, or not convincing reason to support the proposal. *Split Sample

  44. Messaging slightly increases support for the proposal. Initial Support After Positive Arguments Total Support 69% Total Support 71% Total Oppose25% Total Oppose23% 11. Overall, does the arts, culture and creativity proposal sound like something that you would support or oppose?17. It would be funded through a mix of private funding and a small increase in local taxes. Does this proposal sound like something that you would support or oppose?

  45. Opposition Argument Tested Here is a statement from opponents of this proposal. They say that Portland already has a diverse and vibrant arts community, which is doing fine as it is. With the economy moving toward a recession, we simply cannot afford to raise taxes to provide funding to the arts – especially when there are higher priorities for our tax dollars right now, like schools, roads, and public safety. We should not be using our tax dollars to subsidize art exhibitions and performances that are mainly used by a small group of well-off people who have more than enough money to support such programs on their own.

  46. Support for the proposal remains steadily over 60%. 11/17/18. Does this proposal sound like something that you would support or oppose?

  47. Segmenting the Electorate

  48. Conclusions • Portland-area voters share a broad, principled commitment to supporting the arts, culture and creativity. • Arts education is the foundation upon which funding proposals must be built. • Family experiences and connections to the arts are also important, as is the idea of passing traditions and experiences across generations. • Voters understand – and value – the benefits of the arts for encouraging creativity, confidence, and self-expression, which voters know benefit the region in many ways. • The transition to a specific funding proposal – such as a ballot measure – will likely lead to reduced support. • The primary risk stems from the feeling that arts are a “want,” not a “need;” overall, the issue lacks urgency.

  49. Fairbank, Maslin, Maullin & Associates Opinion Research & Public Policy Analysis Santa Monica - Oakland - Madison, WI - Mexico City For more information, contact: DAVID METZ 1999 Harrison St., Suite 1290Oakland, CA 94612Phone (510) 451-9521 Fax (510) 451-0384 dave@fmma.com

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