Speak Up for Your Library A Community Input Campaign Part I: Telephone Survey December 13, 2010 Grand Forks, ND Donald Vangsnes, PhD DMD Consulting www.dmdprojects.com
Community Telephone Survey Primary goal: Measure level of community support for a new library Determine community preference for location Identify sales tax funding option preference for library Survey conducted after one week of community discussion. Random sample of 580 Grand Forks residents, stratified by Ward (sampling margin of error +/- 4.0%). 2
Sample size 80-86 per Ward 3
Respondent age grouping 4
Respondent level of education 5
Level of household income 6
% Respondent gender 7
Respondent home owners/renters % 8
Have children under 12 at home % 9
Have children age 12-18 at home % 10
% Computer access at home 11
% Visited library in past 3 months 12
Anticipated usage at new library % 13
Are you in favor of a new library? % 80 70 60 70.7 50 40 30 20 10 0 14.3 15.0 YES NO NOT SURE OR NO OPINION 14
Cross tabulation results for key question: Are you in favor of a new library in Grand Forks? Demographic variables: Ward Age Education Household income Gender 15
Are you in favor of a new library? By Ward 80.0% 73.8% 75.6% 73.8% 69.8% 71.4% 70.0% 66.3% 64.2% YES 60.0% 50.0% 40.0% NO 30.0% 20.0% 10.0%.0% NOT SURE OR NO OPINION 16
Are you in favor of a new library? By Age 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0%.0% 69.5% 71.7% 78.3% 68.2% 67.5% 18-30 31-40 41-50 51-60 61 and older YES NO NOT SURE OR NO OPINION 17
Are you in favor of a new library? By Education 80.0% 70.0% 64.4% 65.8% 69.5% 76.2% 76.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0%.0% HIGH SCHOOL OR LESS SOME POST- SECONDARY 2 YEAR COLLEGE GRAD 4 YEAR COLLEGE GRAD MORE THAN 4 YR DEGREE YES NO NOT SURE OR NO OPINION 18
Are you in favor of a new library? 90.0% 80.0% 70.0% By Household Income 79.5% 76.6% 74.0% YES 67.0% 60.0% 50.0% NO 40.0% 30.0% 20.0% 10.0% NOT SURE OR NO OPINION.0% UNDER $30,000 $30,000 - $49,999 $50,000 - $100,000 MORE THAN $100,000 19
Are you in favor of a new library? By Gender 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0%.0% 66.3% MALE 74.2% FEMALE YES NO NOT SURE OR NO OPINION 20
Key Question: Which of the three proposed library sites do you prefer? 21
Location preference for library? % 80 70 60 73.3 50 40 30 20 10 0 OLD LEEVER'S GROCERY STORE 12.7 14 32ND AVE S AT 17TH ST NEXT TO THE PROPOSED NEW CHOICE WELLNESS CENTER 22
Cross tabulation results for key question: Which of the three proposed library sites do you prefer? Demographic variables: Ward Age Education Household income Gender 23
Location preference for library? By Ward 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0%.0% 70.9% Ward 1 83.8% 81.6% 79.7% Ward 2 Ward 3 Ward 4 61.3% 64.5% 71.8% Ward 5 Ward 6 Ward 7 OLD LEEVERS GROCERY STORE 32ND AVE S AT 17TH ST NEXT TO THE PROPOSED NEW CHOICE WELLNESS CENTER 24
Location preference for library? By Age 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0%.0% 68.5% 72.6% 64.0% 73.4% 82.5% 18-30 31-40 41-50 51-60 61 and older OLD LEEVERS GROCERY STORE 32ND AVE S AT 17TH ST NEXT TO THE PROPOSED NEW CHOICE WELLNESS CENTER 25
Location preference for library? By Education 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0%.0% 73.9% 74.3% 73.2% 74.7% HIGH SCHOOL OR LESS SOME POST- SECONDARY 2 YR COLLEGE GRAD OLD LEEVERS GROCERY STORE 32ND AVE S AT 17TH ST 4 YR COLLEGE GRAD 69.2% MORE THAN 4 YR DEGREE NEXT TO THE PROPOSED NEW CHOICE WELLNESS CENTER 26
Location preference for library? By Income 90.0% 80.0% 70.0% 60.0% 82.2% 75.3% 72.8% 59.0% OLD LEEVERS GROCERY STORE 50.0% 40.0% 30.0% 32ND AVE S AT 17TH ST 20.0% 10.0%.0% UNDER $30,000 $30,000 - $49,999 $50,000 - $100,000 MORE THAN $100,000 NEXT TO THE PROPOSED NEW CHOICE WELLNESS CENTER 27
Location preference for library? By Gender 90.0% 80.0% 70.0% 77.4% 70.2% OLD LEEVERS GROCERY STORE 60.0% 50.0% 40.0% 32ND AVE S AT 17TH ST 30.0% 20.0% 10.0%.0% MALE FEMALE NEXT TO THE PROPOSED NEW CHOICE WELLNESS CENTER 28
Key Question: If the library were to be funded by sales tax proceeds, which do you prefer? 29
Library tax funding preference? % 70 60 50 40 30 20 10 0 52.7 A HALF CENT SALES TAX FOR 6-7 YEARS 47.3 A ONE CENT SALES TAX FOR 3-4 YEARS 30
Cross tabulation results for key question: If the library were to be funded by sales tax proceeds, which do you prefer? Demographic variables: Ward Age Education Household income Gender 31
Library tax funding preference? By Ward 70.0% 60.0% 50.0% 50.7% 48.4% 47.2% 64.4% 50.0% 56.5% 50.7% 40.0% 30.0% 20.0% 10.0% 0.0% Ward 1 Ward 2 Ward 3 Ward 4 Ward 5 Ward 6 Ward 7 A HALF CENT SALES TAX FOR 6-7 YEARS A ONE CENT SALES TAX FOR 3-4 YEARS 32
Library tax funding preference? By Age 70.0% 60.0% 50.0% 40.0% 59.6% 49.4% 52.0% 51.9% 53.7% A HALF CENT SALES TAX FOR 6-7 YEARS 30.0% 20.0% 10.0% A ONE CENT SALES TAX FOR 3-4 YEARS 0.0% 18-30 31-40 41-50 51-60 61 + 33
Library tax funding preference? By Education 70.0% 67.4% 60.0% 57.4% 50.0% 40.0% 46.7% 40.0% 47.6% 30.0% 20.0% 10.0% 0.0% HIGH SCHOOL OR LESS SOME POST- SECONDARY 2-YR COLLEGE GRAD 4-YR COLLEGE GRAD MORE THAN 4-YR DEGREE A HALF CENT SALES TAX FOR 6-7 YEARS A ONE CENT SALES TAX FOR 3-4 YEARS 34
Library tax funding preference? By Income 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 57.5% UNDER $30,000 52.9% 51.7% $30,000 - $49,999 $50,000 - $100,000 55.7% MORE THAN $100,000 A HALF CENT SALES TAX FOR 6-7 YEARS A ONE CENT SALES TAX FOR 3-4 YEARS 35
Library tax funding preference? By Gender 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 52.2% 53.0% A HALF CENT SALES TAX FOR 6-7 YEARS A ONE CENT SALES TAX FOR 3-4 YEARS 0.0% MALE FEMALE 36
Telephone Survey Summary Points Strong support for new library. Strong support across every demographic, i.e., ward, age, education, household income and gender. Strong support for Leevers location. Strong support across every demographic. Preference for funding option is half-cent sales tax spread over 6-7 years. Preference is relatively small, but cuts across almost all demographics. 37
For More Information Contact: Susan Mickelson 740-0525 President, GF Library Board Wendy Wendt 772-8116 Director, GF Public Library Donald Vangsnes 746-8535 DMD Consulting Dean Schieve 746-8535 DMD Consulting 38