PREPARED FOR: Jones & Jones Architects and Landscape Architects, Ltd. 105 South Main Street, Suite 300 Seattle, WA

1. THE JEFFERSON MEMORIAL FOREST AWARENESS, IMAGE AND OPPORTUNITIES A SUMMARY REPORT PREPARED FOR: Jones & Jones Architects and Landscape Architects, Ltd. 105 South Main Street, Suite 300 Seattle, WA 98104-3474 PREPARED BY: Horizon InForm 100 Mallard Creek Road Suite 200 Louisville, KY 40207 MARCH 2008 General Population

2. TABLE OF CONTENTS Page 3 9 14 19 34 47 Overview and Implications Objectives, Profile and Methodology Activities in the Marketplace Awareness and Usage Image and Opportunities Related Topic General Population

3. OVERVIEW AND IMPLICATIONS This survey of over 2,000 local residents was conducted by Horizon InForm in March of 2008 over the Internet using the proprietary Platinum Panel – an online community of over 10,000 people in the local metropolitan area. The demographics of the sample strongly represented all segments of the community. The final sample was then weighted to exactly reflect the proportions of adults and teens 16 years of age or older by age, geography and gender. People don’t call this community the City of Parks for no reason. Almost seven out of ten enjoy a park at sometime during the year - if only to just stop and relax a little. When asked to mention places where one can enjoy leisure activities such as picnicking and taking children to public play areas or places with wooded areas, hiking opportunities and other outside activities they can literally name hundreds of them. However, most importantly: About one in four will mention the Jefferson Memorial Forest as such a place without any other prompting whatsoever (21 percent in East Louisville and 34 percent in South Louisville). About two in three have actually heard of the Forest and most of them have very positive impressions of it. Those who have visited in the past three years rate it as high as or higher than any of the places tested save Bernheim Forest which enjoys a particularly strong, although different, image. General Population

4. OVERVIEW AND IMPLICATIONS (CONTINUED) Many of those who go – and these estimates suggest it is between 125,000 and 150,000 each year - do things they can’t do many other places. They hike on the trails (the short ones and the longer challenging ones); they watch the unique wildlife and study nature and the environment. The many activities – especially the unique ones seem oriented toward the under 40 Millennials and Generation X segments that enjoy an active and outdoor life. South Louisville/Bullitt residents and those in East Louisville/Oldham use the Forest in very similar ways for the most part. There is a higher incidence of fishing among the South Louisville/Bullitt residents (11-27 percent). However, East Louisville and Central Louisville visitors make the trip for the unique opportunity to take a long challenging hike more often than do South Louisville residents (East 33 percent; Central 36 percent; South 25 percent). General Population

5. OVERVIEW AND IMPLICATIONS (CONTINUED) Those who don’t go said the biggest reasons are: They never heard of the place before (about a third of all adults and teens in the local community). That was especially true in East Louisville. Those who knew of it said they really don’t know enough to take a chance on it; or they just never think of the place when the opportunity for outdoor activity is on their personal agenda. These respondents are open to a number of the initiatives -- particularly the new nature visitor center, and especially if it is located around a signature entrance that is well publicized. (Only about one in five people aware of the Forest could find an entrance if they had to do so.) General Population

6. OVERVIEW AND IMPLICATIONS (CONTINUED) The small cabins also received some positive responses by a majority of past visitors and over 40 percent of non-visitors. Finally, fees (as long as they are not assessed for park entrance or for use of the hiking trails) received generally positive reviews. Implications The Jefferson Memorial Forest is not the “well-kept secret” that most thought. It has considerable recognition in the community, although what is known about the Forest is sketchy at best. Many know it is there but do not appreciate the diversity and uniqueness of the place. As such, selected marketing efforts must be made to increase awareness – especially outside the South Louisville/Bullitt County corridor – to the Highlands and East Louisville, Oldham County. The marketing materials should: General Population

7. OVERVIEW AND IMPLICATIONS (CONTINUED) Implications • Highlight the unique and differentiating attributes of the place – especially the short • hiking trails, the longer more challenging ones and the primitive camping. These data • suggest that East Louisville residents, if they know about these opportunities, are • as likely to take part in them than many people living close by the Forest. • The Forest should build its brand around what is authentic, compelling and • differentiating. However, it must also consider a signature entrance that defines the • place and makes it easier and more accessible to those who are interested. • The Forest has a variety of opportunities to increase revenue through some • reasonable fee structure for learning programs, camping, special events in the Forest, • access to horseback riding and a Friend of the Forest Program. It will be essential • though to keep the signature hiking activities free of charge and look for ways to • improve the experience even more. • The current franchise seems to want more of the same – challenging hikes and more • primitive campsites. The more casual users and non-users had positive impressions of • small cabins for rent in the Forest. However, if built they would demand an entirely • new marketing effort and strategy. General Population

8. OVERVIEW AND IMPLICATIONS (CONTINUED) Implications • The potential for new or more frequent users may be more effectively exploited by • continuing to tell those close to the Forest about the many “park-type” amenities it • also offers – picnicking, fishing, relaxing walks and places for children to play. • Finally, the Forest advocates (as defined by those who have signed up for literature/ newsletters) are very environmentally conscious. Ways should be considered to more effectively tie the Forest to this “value” without simply offering courses and workshops that those same people can find elsewhere. It will no doubt take some creative brainstorming. • The opportunities for the Jefferson Memorial Forest are considerable. While weak on informed awareness, it is strong in image and unique by comparison. That is a positive place from which to act. General Population

9. OBJECTIVES, PROFILE AND METHODOLOGY General Population

10. OBJECTIVES AND METHODOLOGY • Identify community interests in activities offered at the Jefferson Memorial • Forest. • Identify community awareness, usage and perceptions of the Jefferson • Memorial Forest. • Measure interest in possible new/improved facilities/activities at Jefferson • Memorial Forest. Objectives A region-wide online survey among 2197 residents age 16 or over: including 530 respondents who had visited Jefferson Memorial Forest in past three years. Methodology When March 13 – March 17, 2008 General Population

11. COMMUNITY PROFILE The total local market area as defined here includes approximately 800,000 adults and teens 16 years of age or older. The so-called Millennials and their immediate predecessors Generation X (all under 45 years of age) are as large a segment (if not larger) than the Baby Boom Generation. The largest and fastest growing segment of the community is in eastern Jefferson County and Oldham County. Louisville is a city of park users. The experience is part and parcel of the local leisure experience/culture. Each of these dynamics have implications for the future of the Jefferson Memorial Forest. General Population

12. SAMPLE DISTRIBUTION West Central Indiana Sample Size: 180 Percent of Sample: 8% South East Clark Oldham Floyd East Jefferson Clark East/Oldham West/Central Oldham Sample Size: 1,215 Percent of Sample: 56% Sample Size: 73 Percent of Sample: 3% Jefferson Floyd West/Central Shelby Jefferson Spencer Shelby South Jefferson Bullitt All Other Kentucky Sample Size: 72 Percent of Sample: 3% South/Bullitt Bullitt Sample Size: 657 Percent of Sample: 30% Spencer General Population

13. DEMOGRAPHICS Total (%) Total (%) 38 Children In Household Percent “Yes” Number of Times Visited Metro Louisville Park In Last Year 2 times or less 3 – 5 times 6 – 11 times 12 times or more Base = Gender Male Female Age Under 30 30 – 39 40 – 54 55 plus [Mean] Base = 48 52 24 20 28 28 [43.5] (2197) 28 25 23 23 (2197) Louisville is a community of park users. General Population

14. ACTIVITIES IN THE MARKETPLACE General Population

15. ACTIVITIES AND BEHAVIORS Not surprisingly, in the “City of Parks” about 72 percent said they enjoy going to a park to relax. They can do that at the Jefferson Memorial Forest (JMF) but they can also do that many other places around the metropolitan area. On a positive note, such things as hikes on short nature trails, fishing, overnight camping and wildlife watching are enjoyed by almost half of the adult/teen population and most of them act on their interest. Many of the activities that people enjoy and that are available at the Jefferson Memorial Forest are most often done by younger people, mostly those under 40. The activities for the over 40 segment (browsing, listening to music, etc.) are available many other places as are many of the activities at the Forest that attract people of all ages. Variation in activity by area of the community is negligible. General Population

16. ACTIVITIES TO ENJOY AND DO Best Target Going to the park to relax 72% All ages Women Over 40 Browsing gift shops 67% Picnicking All ages 62% Hikes on short nature trails Under 30 Ages 40 - 54 56% Children to public play areas Ages 30 - 39 53% Males Under 30 Fishing 49% Overnight camping Under 30 48% Males All Ages Wildlife Watching 40% Enjoy but not done recently Enjoy and Do Base = (2197) General Population

17. ACTIVITIES TO ENJOY AND DO (CONTINUED) Best Target Males 55 plus Listening to Bluegrass music 34% Males Under 40 Bicycling/Mountain Road Bikes 31% Study about nature and environment 31% All ages Females Under 30 28% Horseback riding Taking children to environmental education program Females Under 40 25% Males Under 30 25% Canoeing Long challenging hikes on nature trail 25% Under 30 Volunteering for some “green” activity 21% All Ages Attending environmental workshops 9% All Ages None of the above 4% Enjoy but not done recently Enjoy and Do Base = (2197) General Population

18. SUMMARY OF TARGET MARKET ACTIVITIES Under 40 (30 – 39) All Ages Under 30 Over 40 • Children to public • play area • Children to • environmental • education • programs (Females) • Bicycling/Mountain • bikes (Males) • To park to relax • Picnicking • Study nature/ • environment • Volunteering for • some green activity • Attending • environmental • workshop • Wildlife watching • (Males) • Browsing gift • shops (Females) • Listening to • bluegrass music • (Males/55+) • Hikes on short • nature trails • Fishing (Males) • Overnight • camping • Horseback riding • (Females) • Canoeing (Males) • Long challenging • hikes on nature • trails • Bicycling/Mountain • road bikes (Males) South Louisville/Bullitt • Fishing • Overnight Camping General Population

19. AWARENESS AND USAGE General Population

20. AWARENESS AND USAGE A large number of people (66 percent) know that the Jefferson Memorial Forest exists – have heard the name and for the most part have a general idea of where it is located. As many people thought of the JMF as thought of Bernheim Forest or Otter Creek Park for the specific type of activities tested. While the Forest could not compete for attention with such high visibility places as Cherokee or Iroquois Park it was among the first names mentioned by those who had been there once in the past three years. So it clearly made an impression, especially among those in South Louisville. Almost one in every four people interviewed said they had been to the Forest sometime in the past three years. That represents almost 192,000 people over 16 and about 64,000 unique visitors each year. They went to the Forest about 4.5 times in the three years (about 1.5 times per year suggesting about 96,000 visits not counting children under 16). Assuming many do bring their children the visits could be around 125,000 to 150,000. General Population

21. AWARENESS AND USAGE (CONTINUED) These visitors are “park people” who go to other parks a great deal. They are more likely to have children, be younger, males and living in South Louisville and Bullitt County compared to those who knew about the JMF and did not visit. Several unique activities that seem to take people to the Forest over and above other park alternatives were: hikes on the short nature trails, the challenging longer trails, wildlife watching and the study of nature and environment. These might be places for special focus because they differentiate the Forest as opposed to picnicking and relaxing. The problem is not general location but specific location. Only 21 percent of those who heard of the Forest could find an entrance. In fact, less than half of the past visitors said they could find there way back again if they had to do it. “Not knowing enough” about where it is and what it has to offer was the single biggest reason aware non-visitors didn’t make a trip to the Forest. The other big reason was lack of recall. They “just never think about it.” General Population

22. AWARENESS OF PLACES TO DO “ALMOST ALL” FOREST ACTIVITIES* (UNAIDED MENTIONS) Aware Non-Visitors (%) TOTAL (%) Visitors (%) Cherokee Park Waterfront Park Iroquois Park Otter Creek Park Jefferson Memorial Forest Bernheim Forest All Others Don’t Know of Any Base = 23 22 18 13 12 12 43 25 (2197) 31 21 36 22 36 17 42 8 (530) 21 20 16 14 9 14 45 24 (1129) * Adds to more than 100% due to multiple responses. General Population

23. WOODED AREAS, HIKING TRAILS AND OUTDOOR ACTIVITIES* (UNAIDED MENTIONS) Aware Non-Visitors (%) TOTAL (%) Visitors (%) Cherokee Park Iroquois Park Jefferson Memorial Forest Bernheim Forest Otter Creek All Others (Miscellaneous) Don’t Know of Any Base = 33 26 19 19 10 38 17 (2197) 32 35 49 20 16 34 7 (530) 36 28 17 22 12 42 13 (1129) * Adds to more than 100% due to multiple responses. General Population

24. OVERALL AWARENESS “EVER HEARD OF” 99% Waterfront Park Iroquois Park 99% Cherokee Park 98% Shawnee Park 92% E.P. Tom Sawyer State Park 91% Otter Creek Park 89% 89% Bernheim Forest 77% McNeely Lake Jefferson Memorial Forest 66% Unaided wooded/hiking/ outdoor activities on list Aided ever heard of Base = (2197) General Population

25. OVERALL AWARENESS: “PENETRATION/USAGE” PAST THREE YEARS 99% Waterfront Park Iroquois Park 99% Cherokee Park 98% Shawnee Park 92% E.P. Tom Sawyer State Park 91% Otter Creek Park 89% 89% Bernheim Forest 77% McNeely Lake Jefferson Memorial Forest 66% Aware/Non-Usage Aware/Usage Base = (2197) General Population

26. PROFILING THE VISITOR Aware Non-Visitor (%) Visitor (%) Gender Male Female Age Under 30 30 – 39 40 – 54 55 plus [Mean] Children In Household Yes No Base = 58 42 28 24 26 22 [40] 44 56 (530) 44 56 16 18 31 35 [46.5] 33 67 (1129) 48 66 General Population

27. PROFILING THE VISITOR (CONTINUED) Aware Non-Visitor (%) Visitor (%) Area of Residence Indiana South/Bullitt East/Oldham West/Central Annual Metro Park Visitors Two times or less 3 – 5 times 6 times or more Base = 15 40 20 24 7 22 71 (530) 24 31 27 16 27 29 44 (1129) General Population

28. PRIMARY ACTIVITIES OF FOREST USERS Hikes on short nature trails Going to the park to relax Picnicking Wildlife watching Taking children to public play areas Long challenging hikes on nature trails Studying about nature and the environment Fishing Browsing gift shop Base = (530) General Population

29. PRIMARY ACTIVITIES OF FOREST USERS (CONTINUED) Taking children to environmental education programs Bicycling (mountain/ road bikes) Volunteering for some green activity Overnight camping Attending environmental workshop Horseback riding Listening to Bluegrass music None of these Base = (530) General Population

30. THE OVERVIEW #800,000 528,000 192,000 112,000 216,000 %100 66 24 14 27 Total adult/teen population (16 plus) Aware/Heard of Jefferson Memorial Forest Visited on their own or went with someone else (past 3 years) Could definitely find the entrance again if they wanted to go back Interested in some new initiative *** *** *** Estimated Annual Visits = 96,000 (not counting children) 64,000 visits among those 16 plus going 1.5 times per year. General Population

31. SHARE OF CUSTOMERS IN METRO MARKET* %17 15 13 10 10 10 9 8 5 5 4 4 3 3 2 2 Hikes on short nature trails Wildlife watching Long challenging hikes on nature trails Study about nature and environment Picnicking Going to park to relax Attending environmental workshops Children public play areas Taking children to educational programs Volunteering for some green activity Bicycling (mountain/road) Fishing Browsing gift shops Horseback riding Overnight camping Listening to Bluegrass music * Number of Jefferson Memorial Forest users (estimated annually) divided by number of those 16 plus in the total marketplace who participated in the activity over past year. General Population

32. ENTRANCE/GATEWAY TO JEFFERSON MEMORIAL FOREST Knows where an entrance to Jefferson Memorial Forest is located* Considered the Gateway To Jefferson Memorial Forest* Not sure/ Maybe 23% Fairdale Valley Station Brooks Okolona J-town Shively Don’t Know No 56% Yes 21% Base = (1659) Base = (1659) * Among those aware of the Forest. General Population

33. REASONS FOR NOT GOING Among Aware Non Users* (%) 44 41 24 11 1 Don’t know enough to consider Would like to go but never think about it Too far away Better options elsewhere Negative perceptions/concerns West Central respondents never think about it. East End respondents don’t know enough about it. * Adds to more than 100 due to multiple responses. General Population

34. IMAGE AND OPPORTUNITIES General Population

35. IMAGE AND OPPORTUNITIES Impressions of the Jefferson Memorial Forest are generally pretty good. The past users rank it almost as strongly as they do Cherokee Park, Waterfront Park and some of the marquee park properties. Only Bernheim Forest is considered more favorably than JMF among its users. The challenge will be among those who have not visited. They are more ambivalent about their expectations – but even so, 64 percent have a positive impression of the place they have yet to experience. Attracting them and increasing usage among past visitors can be helped by developing and advertising a new nature center. That combined with a signature entrance may be one of the more important initiatives for the Forest. The small cabins in the Forest also received positive feedback from a majority of visitors and two of every five non-users. General Population

36. IMAGE AND OPPORTUNITIES (CONTINUED) • Environmental learning programs and expanded camping received positive feedback by a third of respondents and approximately half of the past visitors. The Friends of the Forest membership concept seemed to have some potential, albeit among only about a third of current visitors. • The fee for the membership should be well over $ 10 and as a matter of fact most of these people had little problem with modest fees for horseback riding, primitive camping, concerts and environmental programs. • They did not think there should be an entry fee to the Forest or a fee for access to the popular nature trails (short or challenging.) • That is consistent with the fact that the nature trails were • consistently mentioned as the thing visitors liked best about the • Forest. They will want those to remain free. General Population

37. IMPRESSIONS (IMAGE) PERCENT EXTREMELY/ VERY FAVORABLE Jefferson Memorial Forest Aware Non-Users (%) All Aware (%) Users (%) Bernheim Forest Waterfront Park Cherokee Park Otter Creek Park E.P. Tom Sawyer State Park Jefferson Memorial Forest Iroquois Park McNeely Lake Shawnee Park 88 85 77 74 73 72 60 40 29 93 83 81 83 79 83 72 48 34 88 85 80 75 72 64 57 36 28 General Population

38. JEFFERSON MEMORIAL FOREST: WHAT THEY LIKED BEST* Visitors (%) Top Responses Hiking trails Relaxing/Quiet/Calm/Peaceful Nature/Natural/Undisturbed Trees Seclusion/Solitude/Not crowded Beautiful place Wildlife Variety of trails/Difficulty Feels like “wilderness” Lake/Fishing Helpful rangers/Staff/Volunteers How large it is Picnic areas Information center Clean Location/Convenience Base = 32 13 12 11 10 8 8 7 7 7 6 6 5 5 5 5 (521) * Respondents who have visited Jefferson Memorial Forest. General Population

39. JEFFERSON MEMORIAL FOREST: WHAT THEY LIKED LEAST* Visitors (%) Top Responses Nothing Access to entrance/signs/signs on trails Trash/Lacks cleanliness Location/Far away Need more, updated bathroom facilities Walking/Hiking trails – not enough, need to be cleared Not enough activities Lack of information on park, activities/Needs advertising Base = 24 10 8 7 6 5 4 4 (530) * Respondents who have visited Jefferson Memorial Forest. General Population

40. INITIATIVE: NEW NATURE VISITOR CENTER Likelihood By Forest Usage Likely to Visit/Use* Aware Non-Visitors (%) Visitors (%) (3) Somewhat Likely/Unlikely 28% (5, 4) Extremely/ Very Likely (3) Somewhat Likely (2, 1) Not Very Likely At All Base = 68 21 10 (530) 43 31 26 (1129) (5, 4) Extremely/ Very Likely 45% • Best Targets: • Current/Past Visitors • South/Bullitt County (2, 1) Not Very Likely At All 26% Base = (2197) * On a scale of 1 – 5 among all respondents. General Population

41. INITIATIVE: SMALL CABINS IN FOREST Likelihood By Forest Usage Aware Non-Visitors (%) Likely to Visit/Use* Visitors (%) (3) Somewhat Likely/Unlikely 22% (5, 4) Extremely/ Very Likely (3) Somewhat Likely (2, 1) Not Very Likely At All Base = 60 18 22 (530) 41 24 35 (1129) (5, 4) Extremely/ Very Likely 45% • Best Targets: • Under 40 • Males • West Central Louisville • South Louisville/Bullitt County (2, 1) Not Very Likely At All 33% Base = (2197) * On a scale of 1 – 5 among all respondents. General Population

42. INITIATIVE: ENVIRONMENTAL LEARNING PROGRAMS Likelihood By Forest Usage Likely to Visit/Use* Aware Non-Visitors (%) Visitors (%) (3) Somewhat Likely/Unlikely 26% (5, 4) Extremely/ Very Likely (3) Somewhat Likely (2, 1) Not Very Likely At All Base = 53 24 24 (530) 33 28 39 (1129) (5, 4) Extremely/ Very Likely 37% • Best Targets: • 30 to 39 year olds • South Louisville/Bullitt Counties (2, 1) Not Very Likely At All 37% Base = (2197) * On a scale of 1 – 5 among all respondents. General Population

43. INITIATIVE: EXPANDED CAMPING FACILITIES (PRIMITIVE, CAR CAMPING, BACK COUNTRY) Likelihood By Forest Usage Likely to Visit/Use* Aware Non-Visitors (%) Visitors (%) (3) Somewhat Likely/Unlikely 22% (5, 4) Extremely/ Very Likely (3) Somewhat Likely (2, 1) Not Very Likely At All Base = 47 23 30 (530) 30 24 46 (1129) (5, 4) Extremely/ Very Likely 35% • Best Targets: • Under 55 • Males (2, 1) Not Very Likely At All 43% Base = (2197) * On a scale of 1 – 5 among all respondents. General Population

44. INITIATIVE: FRIENDS OF THE FOREST MEMBERSHIP Likelihood By Forest Usage Likely to Join* Aware Non-Visitors (%) Visitors (%) (3) Somewhat Likely/Unlikely 26% (5, 4) Extremely/ Very Likely (3) Somewhat Likely (2, 1) Not Very Likely At All Base = 39 30 31 (530) 23 27 50 (1129) (5, 4) Extremely/ Very Likely 25% • Best Targets: • 30 – 39 year olds • West/Central and South/Bullitt (2, 1) Not Very Likely At All 49% Base = (2197) * On a scale of 1 – 5 among all respondents. General Population

45. INITIATIVES: RANK ORDER BY PREFERENCE Jefferson Memorial Forest Aware Non-Visitor (#) Total (#) Visitor (#) New Nature Center Small Cabins in Forest Environmental Learning Program Expanded Camping Facility Friends of the Forest Membership 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 General Population

46. FEES FOR SERVICES AND ACTIVITIES Range No Fee Entry to the Forest Access to Nature Trail Fees Acceptable* Environmental Learning Programs ($1.00) Access to Trails for Horseback Riding ($3.00) Primitive Campsites ($6.00) Concerts in the Forest ($6.00) Friend of the Forest ($10.00 or more) 0 0 Median $1.00 $3.00 $6.00 $6.00 $10 or more * Median acceptable fees. General Population

47. RELATED TOPIC General Population

48. 100 MILE LOOP • Awareness of the 100 Mile Loop is weak at best. Its relationship to the Jefferson Memorial Forest is virtually non-existent. • Based on their own description, only 58 percent of the 37 percent accurately described the Loop. So as few as one in five know enough about it to comment. • An independent survey of Forest recipients (those who receive the newsletter) suggested that four out of five of them knew about the Loop and the majority described it accurately. • It is apparently a detail that only the very engaged are familiar • with and can describe it. General Population

49. AWARENESS OF 100 MILE LOOP Knowledge of 100 Mile Loop* Yes 37% % 58 8 34 (801) No 63% Know what it is Provided vague/inaccurate description Only heard name/Don’t know Base = Base = (2197) Most Awareness: East Jefferson/Oldham *Among those aware of the 100 mile loop. General Population