2013 Castle Rock Community Survey Final Report Prepared for:
Town of Castle Rock 100 North Wilcox Street Castle Rock, CO 80104
By:
Pioneer Marketing Research 3725 Da Vinci Court. Norcross, Georgia 30092 770-455-0114 www.pioneermarketingresearch.com
July 2013
Table of Contents Page A.
INTRODUCTION ...................................................................................................................... 4
B.
EXECUTIVE SUMMARY.......................................................................................................... 6
C.
LIST OF TABLES .................................................................................................................. 16
D.
RESPONDENT PROFILE ...................................................................................................... 18
E.
KEY FINDINGS ...................................................................................................................... 23 1.
Small Town Character .................................................................................................. 23
2.
Living in Castle Rock ................................................................................................... 25 a. b. c. d. e. f. g.
3.
Castle Rock’s Vision 2020 Plan ................................................................................... 40 a. b. c.
4.
Castle Rock’s Ability to Uphold Cornerstones .................................................. 40 Retaining Cornerstones....................................................................................... 41 Castle Rock – On the Right Track with Priorities............................................... 44
Key Town Departments................................................................................................ 46 a. b. c. d. e. f. g. h.
5.
Reasons for Choosing Castle Rock as a Place to Live ..................................... 25 Did Things Work Out as Expected?.................................................................... 26 Quality of Life........................................................................................................ 27 Recommending Castle Rock – Net Promoter .................................................... 32 Town Aspects and Amenities.............................................................................. 36 Agreement with Issues Concerning Living in Castle Rock .............................. 37 Personal Economic Circumstances ................................................................... 38
Police Department ................................................................................................ 47 Fire and Rescue ................................................................................................... 49 Public Works......................................................................................................... 51 Water / Utilities ..................................................................................................... 53 Development Services ......................................................................................... 54 Parks and Recreation........................................................................................... 55 Functions of Philip S. Miller Park and Fieldhouse............................................. 56 Municipal Court .................................................................................................... 57
Town Services ............................................................................................................. 58
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6.
Communication and Media Preferences .................................................................... 60 a. b. c. d.
7.
Special Events ............................................................................................................. 66
8.
Growth/Development .................................................................................................. 71 a. b.
9.
10.
Water Solutions ................................................................................................... 74 Voting ................................................................................................................... 75 Lodging Tax ......................................................................................................... 76 Community Issues - Traffic ................................................................................ 78 Role of Town Government .................................................................................. 80 Fixed Route Transit ............................................................................................. 81
“De-Brucing” ............................................................................................................... 82
BUSINESS SPECIFIC ISSUES .............................................................................................. 86 1. 2. 3. 4. 5. 6.
G.
General Feelings Concerning Development ...................................................... 71 Business Development........................................................................................ 72
Key Issues .................................................................................................................. 74 a. b. c. d. e. f.
F.
Media Utilization ................................................................................................... 60 Formats Preferred for Receiving Town Communications ................................ 62 Town’s Website .................................................................................................... 63 Suggestions for Improving the Town’s Website ............................................... 65
Reasons for Choosing Castle Rock as a Place to Do Business ........................... 86 Did Things Work Out as Expected? - Business ..................................................... 87 Business Sales Levels ............................................................................................. 87 Business Planning .................................................................................................... 88 Areas In Which Businesses Need Assistance ....................................................... 89 Importance of Public Transportation Options ........................................................ 90
OBSERVATIONS AND RECOMMENDATIONS ................................................................... 91
APPENDIX A. Survey Question Outline ............................................................................................... 94 B. Research Communication Materials .......................................................................... 115
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A. INTRODUCTION This Final Report presents our overall findings for the key issues covered during the 2013 Castle Rock Community Survey conducted by Pioneer Marketing Research. The 2013 research is a follow-up to the baseline Community Survey conducted in 2011. As such, the content of the 2013 survey mirrors the components of the 2011 questionnaire and includes a number of additional issues identified as important topics by Town staff and local officials. As in 2011, a hybrid data collection approach was deployed using mail, online, and telephone communication channels. For the 2013 research, "recruit to web" method was the primary methodology employed. The details of the primary methodology are summarized below. Type of Invitation Residents Letter from Mayor Donahue Postcard from Mayor Donahue Email to cooperating 2011 respondents Follow-up Telephone Interviews Businesses Letter from Mayor Donahue
Number 5,000 3,462 526 100 3,150
Email from Chamber of Commerce
(not available)
Email from Economic Development Council
(not available)
Follow-up Telephone Interviews
50
In addition to the primary communications, Pioneer staff employed a series of follow-up communications to encourage participation. These steps included follow-up emails, faxes, and telephone calls. Unique passwords were used on all letters and email invitations. This offered two benefits. First, the respondent could stop in the middle of the survey and resume later. Second, password usage prevented the survey from being taken multiple times by the same respondent. The cover letter was printed with a color Town of Castle Rock logo, personally addressed to the potential respondent household or business, and “digitally signed” by Mayor Donahue. Postage for the outgoing envelope (OE) was a printed “image of a stamp.” In addition to information about the details of the survey, the cover letter included instructions for completing the survey via the web with an individualized ID / password which enabled online access to the survey. The results of this summary report are based upon data from a total of 1,335 respondents: 1,056 residents and 279 businesses. Of these, there were 1,018 completed interviews: 842 residents and 176 businesses. Because a number of respondents who did not complete the entire interview did answer several key questions, it was decided to include their answers -- where appropriate. Thus, the base for percentaging each question is the number of respondents who answered that specific question. The statistical confidences for the number of completed surveys are: total of 1,018 (±3.1%), residents (±3.4%), businesses (±7.4%).
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Rating scales are employed throughout the report. Almost all scales are 5-point measures from 1 = the lowest rating to 5 = the highest rating. The 2011 study used a “1 = highest rating” scheme; so the 2011 scales have been reversed in this report to provide equivalent data. Also, because of rounding, the percentages in some charts may not add up to exactly 100%. The main objectives of this Final Report are to compare results of the 2011 and 2013 studies and to identify key findings of primary importance to the Town. A full set of computer printouts – including data for all questions cross-classified by key segments and demographics – has been delivered under separate cover. A complete file of all verbatim comments and “other specify” responses for each applicable question has also been delivered. In addition, we have forwarded a list of 539 email addresses of respondents who have indicated they wanted to stay in touch with the Town government. Pioneer would like to express our sincere gratitude to the Town staff – especially Kristin Accola and Fritz Sprague – for their invaluable contributions during the entire research process. We appreciate this opportunity to be of service to the Town of Castle Rock. We stand ready to provide any additional assistance that may be needed on this or future research projects.
Charles L. Montgomery, Ph.D. Pioneer Marketing Research July 2013
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B. EXECUTIVE SUMMARY Results of the 2013 Castle Rock Community Survey indicate that, as a whole, members of the Castle Rock community are very satisfied with life and living in the Town. Of the 96 individual evaluation elements employed in the 2013 research, results for 93 (97%) were above average. Additionally, 62 of the 77 (81%) evaluation items which could be compared showed improvement over 2011 findings. Moreover, study results confirm that community perceptions of the role of Town government are in close accord with the direction established for the Town in 1) the four cornerstones of the Vision 2020 Plan and 2) the major priorities established by Castle Rock officials for the Town’s current planning and budgeting efforts. The most salient issues facing Castle Rock remain long-term water solutions and traffic congestion. The key findings of the 2013 Castle Rock Community Survey can be summarized as follows: 1. Small Town Character Remains the Key Element in Castle Rock's Image
Small town character is the main reason a majority of respondents (60%) chose to live in Castle Rock.
The most common definitions of small town character among 2013 respondents centered on friendliness, sense of community, and a central location for community activities: friendly people/everyone knows everyone/sense of community (47%) and central downtown area/community events/activities (25%). Of interest, relatively few (5.4%) respondents linked small town character with low population.
Importantly, over nine-in-ten (91%) respondents felt that the reason they chose Castle Rock as a place to live did indeed work out as expected. Study respondents who felt things didn‟t work out after moving to Castle Rock mentioned "lost the small town feeling” as their main reason for being disappointed.
Clearly, 2013 study respondents feel that maintaining Castle Rock's small town character should be an important element in the Town's strategic planning efforts. A substantial majority (70%) of 2013 respondents felt that small town character has a place in Castle Rock‟s future. As a whole, respondents agreed with the premise that the Town's economic development initiatives should maintain Castle Rock's small town character (average rating = 4.23).
Representative Comments: “I believe the small town character is critical for Castle Rock's future! It is the important quality that attracts and retains people to this Town.” “Proper planning and careful execution can allow Castle Rock to maintain its small town character despite its anticipated growth in population.” “I grew up here and like the convenience of being near metro Denver but far enough away to have some space. I also like that even with modern larger town conveniences; we still have a downtown that can feel more small town.”
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2. Living in Castle Rock
When asked to rate selected aspects of the quality of life in Castle Rock, the average ratings for all factors among 2013 respondents were above average.
The two highest rated aspects of the quality of life in Castle Rock were related to Castle Rock as a place to live and raise children: Castle Rock as a place to live (4.32) and Castle Rock as a place to raise children (4.29).
Also receiving high ratings among 2013 respondents were the overall quality of life in Castle Rock (4.26) and your neighborhood as a place to live (4.18).
While still positive, the lower rated aspects of the Town's quality of life were sense of community or cohesiveness in Castle Rock (3.87) and Castle Rock as a place to retire (3.64).
The average ratings for the lowest rated aspect among 2013 respondents – cost of living in Castle Rock – showed a significant increase from 3.17 in 2011 to 3.41 among 2013 respondents.
A "Net Promoter Score" (NPS) score (labeled "brand advocacy score" in the 2011 report) was generated by asking respondents to indicate their likelihood of recommending Castle Rock to others as a place to live, visit, and work. For this process, a 10-point rating scale was employed from 1 = least likely to 10 = most likely to recommend. The 2013 Net Promoter Score for likelihood to recommend Castle Rock as a place to live was an extremely high 53%. The NPS for likelihood to recommend Castle Rock as a place to visit was also very positive at 23%. Consistent with the results of research among similar communities, the 2013 Net Promoter Score for likelihood to recommend Castle Rock as a place to work was in the negative: -24%. The basic direction of Castle Rock's NPS was essentially the same as found in 2011.
Ratings among 2013 respondents for nine of the ten factors (90%) related to the general aspects and amenities of living environment in Castle Rock were above average.
The two highest rated aspects were availability of healthy lifestyle activities (average rating = 4.20) and overall reputation of the Town (4.15). The average score for the lowest rated factor among 2013 respondents – employment opportunities – showed a substantial increase from 2011 (2.51) to 2013 (2.91).
Once again, average ratings for the level of agreement with eight statements selected to measure different facets of living in Castle Rock were all above the average mark.
Rated highest among the statements concerning living in Castle Rock were I care about the future of Castle Rock (average rating = 4.49) and I feel safe in Castle Rock (4.26). Still positive, but rated lower were I am interested in participating in planning for the future of our Town (3.37) and I have opportunities to provide input for Town planning and development (3.37).
Revealing a very high level of community satisfaction, when asked what one thing Town government could do to improve your quality of life, none of the traditional issues associated with this type of question (traffic, roads, crime, taxes) reached the 10% level.
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Representative Comments:
“It’s a beautiful place. I know a lot of people who visit. You have everything you need without going
to
the city. It’s close to the major cities like Denver.” “I most enjoy the size of the Town. The community and people are really nice. The park system is great.” “I’m a big history buff, so I love the history of Castle Rock and Douglas County. I love the terrain. I think it’s beautiful. I love the rock. I love that it’s a small town. I love that streets are named after pioneers that worked hard to stay here.” “I have lived in Castle Rock since 2001. I love the Town and the people. It is a great place for my child to be raised. Plenty of stores and restaurants to go to.” “Our kids enjoyed many outings to parks, swimming at community pools and the Rec Center. They've played several sports through the Rec Center. I seldom go anywhere in Castle Rock without running into someone I know.”
3. Castle Rock’s Vision 2020 Plan / Planning Priorities Study respondents were presented with a brief description of the Vision 2020 Plan along with details on each of the plan‟s four cornerstones. When asked if they felt that "Castle Rock has upheld these cornerstones up to this point in time," nearly four-in-five (78%) answered yes (50%) or maybe (28%). Only a few 2013 (7%) respondents felt the Town has not upheld the four cornerstones.
The main reasons listed for how the Town has upheld the four Cornerstones included: preserving small Town character, managing growth, promoting business and jobs, community events / entertainment / parks, good Town leaders, and keeping us informed.
The fact that most respondents (85% or more) felt that each of the four cornerstones should be retained further demonstrates widespread community support for Castle Rock's planning efforts. While still very supportive as a whole, business respondents were less likely to feel each cornerstone should be retained.
Three-in-five (61%) 2013 respondents felt that the Town was "on the right track" with the five major priorities "that will guide the Town’s 2013 planning and budgeting efforts."
2013 respondents were generally more positive about the Town's being on the right track with the five major priorities than those interviewed in 2011.
4. Key Town Departments
Fire and Rescue: The highest average ratings among 2013 respondents were for Castle Rock's Fire Department – a very positive 4.71 on a 5-point scale. Similar to 2011 study results, each of the evaluation components received an average rating of 4.36 or higher.
Police: Respondents' ratings of the Castle Rock Police Department increased from 2011 results on each of the 11 evaluation factors. The overall rating for police services was a very positive 4.22. The Police Department was rated highest for front counter (4.26), courteousness of responding officer (4.30), and communication with the 911 dispatcher (4.39).
Public Works: Respondents‟ average ratings for the Department of Public Works on the selected evaluation factors were all above average, and the 2013 ratings for each factor
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improved over the 2011 results. The overall average rating for the Department of Public Works was 3.82. Public Works was rated highest for neighborhood street safety (3.94) and cleanliness and litter pickup (3.90) and relatively lower for quality of roads / absence of potholes (3.26) and traffic signal timing (3.07).
Water / Utilities: New for 2013, the overall average rating for the Water / Utilities Department was 3.80. Water / Utilities was rated highest for customer service (4.01) and overall quality of water (3.98). Given the Town's water issues, it is no surprise that the Department received lower average scores for rates / fees / billing / collections (3.08) and cost of water (2.69).
Development Services: Average ratings among 2013 respondents for Castle Rock's Development Services were higher than those found in 2011 on each of the factors tested. The overall average rating was 3.73. Development Services was rated highest for aesthetics / quality of structures in Town (3.87) and lower for cost of permits (2.99).
Parks and Recreation: Respondents' average ratings for the Parks and Recreation Department varied widely, from a high of 4.46 for the availability of trails and open spaces, to a low of 3.56 for recreation fees. Across all evaluation factors, 2013 study respondents held more positive opinions of the Town's Parks and Recreation Department than those participating in the 2011 research.
Municipal Court: Just one-in-ten (11%) of the 2013 respondents said they had interacted with the Town's Municipal Court. Overall, ratings of the Municipal Court among 2013 respondents were about the same as found in the 2011 data. The overall average rating for the Municipal Court was 3.82.
5. Town Services
To gauge community feelings concerning which Town services were considered to be essential, respondents classified each of 29 services as either core or peripheral to the Town's mission of serving the community. Our analysis shows that the feelings of study respondents closely match the direction established for the community in the Town‟s Vision 2020 Plan and the priorities established to guide the Town‟s 2013 planning and budgeting efforts.
With a few exceptions, the top ten Town services considered essential / core among 2013 respondents were about the same as found in 2011: -
Safe and reliable water supply (93%) Law enforcement (90%) Emergency medical services (90%) Fire suppression (83%) Snow and ice removal (81%) Road / sidewalk / curb maintenance (78%) Fire prevention / inspection (77%) Current and long-range planning (74%) Maintaining safe public buildings (71%) Maintaining safe parks (70%)
Two safety related services entered the list in 2013: maintaining safe public buildings and maintaining safe parks.
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Falling out of the top ten from 2011 to 2013 were: economic development (from 6th to 12th) and wastewater conveyance (from 10th to 11th).
6. Communication and Media Preferences
Overall, the media preferences / habits of 2013 respondents mirror national trends for an "upscale" community. Over four-in-five (82%) report having broadband connection/Wi-Fi and over two thirds (68%) own a smart phone.
The sources for television programming were split between Comcast Cable (50%) and Satellite TV (42%).
Study respondents continue to report email (62%) as the preferred means of receiving information from the Town. Other important channels were the Town's website (56%) – down from 65% in 2011 – and Castle Rock News-Press (53%).
Compared with 2011, 2013 respondents reported increases in preference for several communication channels: Castle Rock News-Press (44% < 53%), Your Town Talk (40% < 48%), through my HOA (28% < 35%), and direct mail (22% < 34%). Of interest, social media (22%) remains fairly low as a preference for communicating with the Town.
The Town‟s website has been accessed by 89% of respondents and is well received, with 74% rating it somewhat useful or very useful.
When asked, a majority has no suggestions on how to improve the Town‟s website.
7. Special Events
To give Town officials guidance on the community's opinions concerning the direction and funding of future special events, respondents were asked to report levels of awareness, attendance, and satisfaction for 33 special events approved by the Town.
An important finding is the generally high level of satisfaction among attendees at Castle Rock‟s special events. Impressively, the average ratings for all but three events were above the 4.00 level.
With a very few exceptions, awareness levels for special events were higher among residents than business respondents. The same differences were not found in attendance or ratings data.
Based on the results for each special event, the events were placed in like clusters and assigned colors representing their relative position compared with other events. The following coloring scheme was developed to provide a visual sense of how each event was perceived in relation to similarly evaluated events. Highest
High
Middle
Low
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Our analysis confirms that Starlighting (highest awareness/highest attendance/highest rating) is the most important special event sponsored by the Town. (The July 4th Fireworks events was not held in 2012 and excluded from the overall analysis.)
Comments from Follow-up Interviews: “Finding ways to generate or making temporary parking lots would benefit greatly. Increasing notification of the accessibility of the shuttles. If they could pick up from schools that would help.” “You may need to make a two way street a one way street to get more people in before the event and more people out after the event.”
In addition to Starlighting, events in the highest rating groups were:
-
Douglas County Fair Parade Elephant Rock Ride Trick or Treat Street Daddy Daughter Ball Tri the Rock Castle of Terror
The Farmers Market falls in the highest clusters for both awareness and attendance. Although still positive, its average rating falls in the lowest cluster – which may suggest that satisfaction among Farmers Market attendees has room for improvement relative to other events in the Town.
Events that may have growth potential (in the highest rating category with lower levels for awareness and attendance) include Trick or Treat Street, Daddy Daughter Ball, and Music in the Meadows.
Conversely, while Hoopla Basketball Tournament and Rawhide at the Rock enjoy ratings in the high group, their very low levels of awareness and attendance may preclude “meaningful growth” for these events.
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8. Growth / Development
In general, 2013 respondents seemed supportive of added community growth and development for the Town -- if Castle Rock's small town character can be maintained in the process.
Respondents were asked to rank the overall order of importance of seven selected aspects of business development. Retaining and expanding existing local businesses (mean rank = 3.25*) and attracting new businesses offering goods, services or employment currently not sufficiently available in Castle Rock (3.28*) topped the list.
Ranked lowest in importance were creation of high paying jobs (average rank = 4.50*) and high-quality aesthetic appearance of new business development (4.52*).
Our comparative analysis of resident and business responses shows average rankings were more positive (lower) among business respondents than residents for two statements regarding expansion: retaining and expanding existing local businesses (Bus = 3.02 / Res = 3.30) and creation of any jobs (Bus = 3.80 / Res = 4.31).
Consistent with a consumer‟s perspective, average rankings for two statements were higher among resident than businesses respondents: attracting new businesses offering goods, services or employment currently not sufficiently available in Castle Rock (Res = 3.19 / Bus = 3.70) and expanding the tax base to help local governments provide quality services with less reliance on requesting tax increases (Res = 3.84 / Bus = 4.26).
*Note: The lower the mean rank, the more positive the result. This is because the scale for this question had respondents rank the order of importance from 1 to 7, with 1 being the most important. Representative Comments: “There’s no industry here. There’s no physical feature of the Town that draws people in. There are no real locations here that employ more than 100 people in one location.” “I think if we connected our Town with the high speed light rail to the rest of the Denver area that would benefit us immensely.” “I think it (tourism) should be the number one thing we should push for. It could make our Town a lot of money and I think this Town deserves some appreciation not only from us, but also people in Colorado.” “The downtown area looks like it’s old and run down. The downtown could use a face lift. I could see where they would have problems getting people downtown.”
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9. Key Issues
Water Solutions: Responses revealed no central theme in terms of opinions of long-term water solutions for the Town of Castle Rock. About one third of respondents answered I am familiar with the Town's water needs and have kept up with developments (34%) or I want my Town government to make the best decision for me on our future water needs (31%). The number of respondents with some serious concerns about the Town's longterm water plan fell from 22% in 2011 to 15% in 2013. Similarly, levels for I am not familiar with the Town's water needs, but would like to know more so that I can make an informed decision was lower among 2013 respondents (17%) than 2011 survey participants (20%). Representative Comments: Do you think the town has done a sufficient job in communicating the water issues and the plans for addressing them? “Absolutely. I feel like they’re always putting stuff out there. If someone says they aren’t advised, that’s because they aren’t reading their mail or reading about what’s going on in this Town.” “I think the Town is on the right path. I think purchasing storage area in Rueter-Hess reservoir was a good move. I think purchasing water from Denver Water and Aurora water was a good move as well. I think putting in the new water treatment plant was a good move and drilling wells along Plum Creek to secure more water for us was a good thing.” “It’s tough. It needs to be done and there’s no easy way to do it. I know they are doing a good job.”
Voting: A substantial majority (81%) of 2013 respondents reported they voted in the last Town election – up from 71% among 2011 respondents. The main reasons listed for not voting were not registered to vote/did not live here and not informed enough about candidates.
Lodging Tax: About one half of 2013 study respondents indicated they favor implementation of a lodging tax – strongly favor (22%) and mildly favor (27%). One-fourth said they were opposed to a lodging tax – mildly oppose (11%) and strongly oppose (13%). Another quarter was neutral on the subject. Representative Comments: “I think the Town just needs to be transparent on what it’s going to do with the funds.” “It’s going to be the people that are coming in to pay for it and it’ll back into the system. They won’t feel it that much, but the Town will benefit.” “I think it’s always a positive thing when you can bring more revenue into the Town in order to enhance the quality of the Town. I think it’s nice for the people that live here. It brings more people into Town. The downside is that you’re raising taxes in some areas. I think that anywhere you go and you stay in a hotel, you have those taxes to pay, so why not Castle Rock?”
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Community Issues: When asked to rate (5-point scale) their level of concern about six issues facing the Town, 2013 respondents were most concerned about improved traffic flow, including traffic signal timing (average rating = 3.98). Of moderate concern were: more recycling options (3.20), public transit services to the Denver and Colorado Springs areas (3.22), and reducing Town tax rates (3.47). Respondents were least concerned about additional public transit services within the Town (3.03) and establishing a Downtown railroad quiet zone to reduce train horn noise (2.79).
Role of Town Government: Finally, respondents were asked (yea / nay) if the Town should have a role in seven selected functions. A substantial majority (71%) indicated that providing financial support for special events such as Starlighting… was an appropriate role for Town government. About one half suggested that these functions were appropriate roles for Town government to provide financial support for: efforts to attract new businesses and retain and expand existing businesses; special Downtown projects such as Rink at the Rock; make available the Castle Rock Senior Center facility; and assist at-risk Castle Rock families and youth. Approximately one-in-four 2013 respondents felt it was an appropriate role for the Town to provide financial support to the Castle Rock Museum or for affordable housing activities.
De-Brucing Overall, 88% of the participants in the follow-up interviews were classified as positively inclined to support some type of "de-Brucing" initiative. Three fourths (76%) of follow-up respondents indicated that they would support some form of "de-Brucing” (indefinitely or for a limited time period), and another 12% said they might be in favor -- if limited by a time frame. The measure generates additional revenue for the Town (30%) was reported most often as what respondents liked most about de-Brucing. Mentioned most often as what respondents liked least about de-Brucing was the potential for abuse and mishandling of funds (31%). Relatively few follow-up respondents indicated they were against "de-Brucing" if the funds were dedicated to supporting specific Town services.
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10. Business-Specific Issues
Reasons for Choosing Castle Rock as a Place to Do Business: Just over one third (35.8%) of 2013 business respondents reported that the main reason they chose the Town as a place to do business was I live here/have a home-based business. Mentioned less often were demand for product/unique to area (14.6%) and liked the area (14.2%). Most business respondents (84.6%) believed that the reasons for which they selected Castle Rock as a place to do business worked out as expected.
Business Sales Levels: Study results indicate a substantial level of optimism among business respondents concerning their future sales prospects. Three-in-five (62%) predicted their sales would increase in the coming year – up from 49% in 2011.
Business Planning: Again, results for 2013 indicate a more positive outlook among the Castle Rock businesses participating in the survey. Compared with 2011 findings, more 2013 business respondents indicated they would maintain current employees and their hours (35% < 42%), increase production (29% < 36%), and hire new employees (19% < 30%). Additional good news is found in lower comparative levels for reduce spending on marketing and advertising(17% > 13%), minimize or eliminate financial investments (16% > 8%), and lay off employees (4% > 1%).
Areas Where Businesses Need Assistance: In general, the stated needs of 2013 business respondents were essentially similar to those identified in 2011. In both years, the top two areas of need were: assistance with sales and marketing strategies and information technology, internet marketing and social media. The lone difference was for assistance with sales and marketing strategies, which fell from 38% in 2011 to 24% in the current data.
Importance of Public Transportation Options: Business respondents were asked about the importance of having public transportation options to attract and retain jobs and businesses in Castle Rock. In general, 2013 business respondents were split on the issue.
However, our analysis is limited by the fact that "don't know" responses increased significantly from 2011 (16%) to 2013 (31%). This doubling of “don‟t know” responses skews the results and affects our statistical testing. Representative Comments for Business- Specific Issues: “Target new businesses to come down. Give incentives to expand jobs by giving rewards based on employee number and rewards for coming.” “Keep big box stores out of the Wilcox Street and Perry Street area. Encourage the local businesses that are there to stay there. Maybe give them tax breaks.” “I’m not exactly sure what type of assistance, but I think they should do what they can to provide support. I do think it’s important for them to support those sorts of groups, whether it’s Chamber of Commerce, Small Business Association, or any groups that can encourage funding and making it more affordable to starting up a business in town. I think those are all important things for the Town to encourage.”
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C. LIST OF TABLES Table
Page
1.
Respondent Profile .......................................................................................................... 19
2.
Household Size ................................................................................................................ 20
3.
Annual Household Income .............................................................................................. 20
4.
Home Zip Code................................................................................................................. 20
5.
Respondents' Neighborhoods ........................................................................................ 21
6.
Business Respondent Profile ......................................................................................... 22
7.
Does Small Town Character Have a Place in Castle Rock’s Future? .......................... 23
8.
What Does Small Town Character Mean to You?.......................................................... 24
9.
Main Reason for Choosing Castle Rock ........................................................................ 25
10.
Did Things Work Out as Expected? ............................................................................... 26
11.
Ratings of Castle Rock on Quality of Life Factors ........................................................ 28
12.
One Thing Town Government Could Do to Improve Quality of Life ............................ 31
13.
Likelihood of Recommending Castle Rock as a Place to Live ..................................... 33
14.
Likelihood of Recommending Castle Rock as a Place to Visit .................................... 34
15.
Likelihood of Recommending Castle Rock as a Place to Work ................................... 35
16.
Ratings of Castle Rock Aspects and Amenities ............................................................ 36
17.
Levels of Agreement with Statements About Castle Rock ........................................... 37
18.
Personal Economic Circumstances During the Past Year ........................................... 38
19.
How Hopeful the Local Economy Will Continue to Recover in the Next 1-2 Years .... 39
20.
Castle Rock’s Success With Upholding Cornerstones ............................................... 40
21.
Town Identity .................................................................................................................... 41
22.
Community Planning ....................................................................................................... 42
23.
Community Services........................................................................................................ 42
24.
Local Economy ................................................................................................................ 43
25.
Is Castle Rock on the Right Track with Priorities?........................................................ 44
26.
Reasons for Views on Castle Rock’s Being on Right Track with Priorities ................ 45
27.
Had Contact With Town Department in Past Two Years............................................... 46
28.
Ratings of Castle Rock Police Services ......................................................................... 47
29.
Importance Ratings for Police Service Attributes ......................................................... 48
30.
Ratings of Castle Rock Fire and Rescue Services ........................................................ 49
31.
Importance Ratings for Fire and Rescue Attributes...................................................... 50
32.
Ratings for the Castle Rock Department of Public Works............................................ 51
33.
Ratings of Castle Rock Water / Utilities Department..................................................... 53
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34.
Ratings of Castle Rock Development Services Department ........................................ 54
35.
Ratings for Castle Rock Parks and Recreation Department ....................................... 55
36.
Ratings of Proposed Offerings at Philip S. Miller Park and Fieldhouse ...................... 56
37.
Ratings for Castle Rock Municipal Court ....................................................................... 57
38.
Importance of Town Services Among 2013 Respondents ........................................... 59
39.
Media Services or Devices Used Regularly ................................................................... 60
40.
Media Utilized Regularly .................................................................................................. 61
41.
Social Media Channels Used Regularly ......................................................................... 61
42.
Preferred Formats for Receiving Information From the Town ..................................... 62
43.
Accessed the Town’s Website ........................................................................................ 63
44.
Ratings of Aspects of Castle Rock’s Website ............................................................... 64
45.
Suggestions / Comments for Improving the Town’s Website ..................................... 65
46.
2013 Special Events: Aware – Attended - Rating .......................................................... 67
47.
Ratings of Agreement with Statements About Special Events .................................... 68
48.
Importance of Special Events Categories ...................................................................... 69
49.
Suggestions / Comments About Special Events in Castle Rock ................................. 70
50.
Castle Rock Growth / Development Ratings.................................................................. 71
51.
Rankings for the Importance of Business Development Factors ................................ 72
52.
Average Rankings for the Importance of Business Development Factors ................ 73
53.
Concern for Long-Term Water Solutions ....................................................................... 75
54.
Voting ................................................................................................................................ 75
55.
Proposed Lodging Tax .................................................................................................... 76
56.
Levels of Concern About Selected Issues Facing Castle Rock ................................... 78
57.
Appropriate Role of Town Government ........................................................................ 80
58.
Willing to Pay a Tax for Fixed-Route Transit Options ................................................... 81
59.
Summary of De-Brucing Results .................................................................................... 83
60.
Favor De-Brucing if Funds Dedicated ............................................................................ 84
61.
Like Most / Like Least About De-Brucing....................................................................... 85
62.
Main Reason for Choosing Castle Rock for Doing Business....................................... 86
63.
Did Things Work Out as Expected? - Businesses ........................................................ 87
64.
Comparative Business Sales Levels .............................................................................. 87
65.
Business Actions Planned for the Next Year................................................................. 88
66.
Areas in Which Businesses Need Assistance ............................................................... 89
67.
Do You Believe Having Public Transportation Options is Important to Attract and Retain Jobs and Businesses in Castle Rock? ............................................................... 90
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D. RESPONDENT PROFILE Our analysis of the demographic data indicates that the demographic profile of study respondents matches the profile of Castle Rock residents from Census data. The demographics of study respondents are shown in Tables one through six.
Length of residence – As in 2011, the most common category for length of residency in six to ten years. A good many, (11%) have lived in Castle Rock for over 20 years.
Quadrant – The majority of study respondents for 2013 live in the Southeast quadrant (40%). The quadrant with the fewest study respondents was the Southwest (4%).
Age – As in 2011, the majority of respondents are between the ages of 35 to 64.
Gender – This year‟s study included more male respondents (51%) than in 2011 (43%).
Ethnic background – The vast majority of respondents classified themselves as white alone (84%). The 2010 census indicates that 90% of Castle Rock residents are white. The difference is caused by 9% of respondents choosing not to answer this question.
Household size – Nearly two out of five respondents have two people in their household and the average household size is 3.03.
Annual household income – Not surprisingly, Castle Rock is an affluent Town as shown by survey results. Only 2% of respondents reported an annual household income of under $25,000. Over 40% have yearly incomes greater than $100,000, and 17.2% reported annual incomes greater than $150,000.
Home ZIP code – The primary zip code of study respondents was 80104 with 53%; while zip code 80109 had 36%, and zip code 80108 had 10%.
Neighborhoods where respondents reside – By far the neighborhood with the most survey respondents is The Meadows with 29% followed by Founders Village with 12%.
Business Respondents -
Length of time In Castle Rock – 30% of study respondents have had their business in Castle Rock for over 10 years. 61% have between one and ten years in Castle Rock.
-
Business location – The results were pretty evenly split between North of Highway 86 and South of Highway 86. Nearly three in four (71%) are located East of I-25.
-
Reside in Castle Rock – Only half the business owners surveyed reside in the Town of Castle Rock (51%).
-
Business within Town Limits – The business sample included all business license holders. About three fourths (77%) operate a business within the Town limits.
-
Business classification - Retail topped the list at 20.5% followed by Professional Services at 11%. Rounding out the top five are: Construction/developers (10%), Health care (8%) and Restaurant/café/caterer (6%).
-
Physical plant – Nearly three in ten (29%) have a home based business, while 17% are located in an office complex.
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Table 1 Respondent Profile CATEGORY Length of Residency in Castle Rock - Less than 2 years - 2-5 years - 6-10 years - 11-20 years - More than 20 years Quadrant - Northeast - Northwest
2011
2013
13% 25% 30% 22% 9%
5% 21% 35% 28% 11%
31% 19%
23% 33%
-
Southeast
31%
40%
-
Southwest
19%
4%
Age - Under 18
1%
--
-
18-24
1%
--
-
25-34
16%
8%
-
35-44
32%
24%
-
45-54
25%
24%
-
55-64
18%
21%
-
65-74
6%
14%
-
75 or older
2%
4%
-
Prefer not to answer
--
4%
Gender -
Male
43%
51%
-
Female
57%
45%
-
Prefer not to answer
--
4%
Ethnic Background -
White alone
79%
84%
-
Black alone
1%
--
-
Asian alone
1%
--
-
Some other race alone
--
--
-
Two or more races
4%
3%
-
Hispanic origin (any race)
3%
3%
-
Prefer not to answer
13%
9%
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Table 2 Household Size 40%
38% Average Household Size: 3.03
35% 30% 25% 25% 20%
10%
2013
14%
15%
10%
10%
3%
5%
1%
0%
0%
7
8
9 or more
0% 1
2
3
4
5
6
Table 3 Annual Household Income Income Rage Under $25,000 $25,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000 to $149,999 $150,000 to $199,999 $200,000 or more
Percent 2.0% 7.6% 15.0% 14.0% 24.5% 11.3% 5.9%
Prefer not to answer
19.7%
BASE:
(1,018) Table 4 Home Zip Code
80104 80109 80108 80105
Pioneer: Town of Castle Rock 2013 Community Survey – Final Report
53% 36% 10% 1%
20
Table 5 Respondents' Neighborhoods
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Table 6 Business Respondent Profile CATEGORY
2013
Length of Time Business Operated in Castle Rock - Less than 1 year - 1 – 2 years - 3 – 5 years - 6 – 10 years - More than 10 years
8.5% 20.4% 17.3% 23.4% 30.4%
Location of Business - North of Highway 86 - South of Highway 86 - East of I-25 - West of I-25
48.7% 51.3% 71.4% 28.6%
Reside within Town Limits of Castle Rock? - Yes - No
50.6% 49.4%
Business Located within Town limits of Castle Rock? - Yes - No
77.3% 22.7%
Business Classification - Retail - Professional services - Construction/developers - Health care - Restaurant, café, caterer - Insurance/real estate - Manufacturing/processing - Wholesale/distributor - Customer service - Automotive - Financial - Education - Nonprofit organization - Fitness - Amusement/entertainment - Publisher/printers - Agriculture - Hotel/lodging - Other
20.5% 11.4% 9.6% 8.0% 6.2% 5.1% 4.5% 4.5% 4.0% 2.8% 2.8% 2.3% 1.7% 1.7% 1.1% 1.1% .6% .6% 11.4%
Business Physical Plant - Home-based business - Office complex - Retail, free-standing business - Retail center location - Office, free-standing business - Other
29.0% 17.0% 15.9% 15.3% 12.5% 10.3 %
Pioneer: Town of Castle Rock 2013 Community Survey – Final Report
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E. KEY FINDINGS 1. Small Town Character
A majority of respondents (70%) reported that small town character did have a place in Castle Rock's future: yes (55%) and I hope so (15%).
Only one-in-five respondents (21%) indicated that small town character did not have a place in Castle Rock's future.
Our analysis of the associated verbatim comments (examples on following page) shows that the most common definitions of small town character among 2013 respondents centered on friendliness, sense of community, and a central location for community activities.
Nearly one half (47%) of the comments concerning the meaning of small town character were related to friendly people/everyone knows everyone/sense of community (47%).
Another one-in-four (25%) respondents said that small town character meant having a central downtown area/community events/activities.
Issues concerning maintaining small business and controlled development were also mentioned as a part of small town character: promote small business/limit big box stores (22%) and preserve architecture/low development (13%).
Table 7 Does Small Town Character Have a Place in Castle Rock's Future?
15% 55% 7%
21% 2% Yes
I hope so
Maybe
No
Don't know
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Table 8 What Does Small Town Character Mean To You?
Representative Comments: “Absolutely! Castle Rock can still maintain that small-town feel even with more people living here. It's not the number as much as the character of the people and the pride residents have in the Town. I feel that Castle Rock has that.” “Yes, I think the small town character can be maintained, if the government leaders continue to make the issues personal and to seek input from residents, rather than charging ahead without that input.” “Yes. I think you can preserve the small town feel by helping neighborhoods/development create that small town atmosphere in their own area. Downtown can also keep a small-town character by bringing in businesses that will encourage foot traffic, e.g., art galleries, bookstores, or an "artsy" movie theatre.” “Encourage people to spend an afternoon downtown rather than just come in and go out quickly.”
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2. Living in Castle Rock a. Reasons for Choosing Castle Rock as a Place to Live
A majority (59.6%) of 2013 respondents reported that small town character was the main reason for their choosing Castle Rock as a place to live.
Just over one-in-four (27.0%) respondents chose to live in Castle Rock because of its convenient location to other cities/towns.
Five motivating factors were clustered below the top two: -
Beautiful/open spaces/parks/trails (19.4%) Housing/affordable housing (18.6%) Work/proximity to (17.7%) School districts/proximity to (16.7%) Amenities (14.5%)
While there is no detailed data available in the 2011 report, the main reasons for choosing Castle Rock as a place to live identified in the current research generally match the motivating factors outlined in the discussion and graphics of the 2011 report.
About one-in-ten (11.5%) resident respondents indicated that that they also owned a business in Castle Rock. Table 9 Main Reason for Choosing Castle Rock Reason
2013
Small town feel/character/family friendly
59.6%
Location to other cities/towns
27.0%
Beautiful/open spaces/parks/trails
19.4%
Housing/affordable housing
18.6%
Work/proximity to
17.7%
School districts/proximity to
16.7%
Amenities
14.5%
Family or friends/proximity to
10.9%
Low crime rate/safety
6.4%
Low population/not crowded
4.0%
Light traffic/Low congestion
3.3%
Grew up in the area
3.3%
Great neighborhoods
3.2%
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b. Did Things Work Out as Expected?
When asked, over nine-in-ten (90.7%) respondents felt that the reasons they selected the Town as a place to live did indeed work out as expected. Table 10 Did Things Work Out as Expected?
91%
7% 2%
Yes
No
Prefer not to answer
Mentioned most often as reasons for feeling that "things did not work out as expected" were:
.
Lost small town feel School district quality not what it was Population increase/overpopulation Personal reasons Too much traffic/interstate conditions No public transportation Big box stores replacing smaller ones Loss of views/open space Home prices/housing market Other
32.9% 22.4% 15.8% 18.4% 15.8% 7.9% 6.6% 6.6% 5.3% 11.8%
Representative Comments: “I have lived in Castle Rock since 2001. I love the Town and the people. It is a great place for my child to be raised. There are plenty of stores and restaurants to go to.” “Everything we felt from day one, we feel even stronger, almost 8 years later. The Town of Castle Rock has surpassed expectations. As a family, we feel safe, we feel relaxed, yet we have plenty of things to do. The streets are plowed and cleaned, the Town and schools are safe, the Fire Department is at the ready and the Police Department is top notch. Family activities continue to be plentiful and diverse, and fun. Most people are happy just to be here. We are ecstatic.” “The city is still nice, but it has grown significantly more than we had hoped for. Sometimes it feels that we are competing with Aurora; it has begun to lose its small town appeal.”
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c. Quality of life
When 2013 respondents were asked to rate selected aspects of the quality of life in Castle Rock, the average ratings for all factors were above average.
The highest rated aspects concerned Castle Rock as a place to live and raise children. Although still high in the rankings, levels for both of these aspects decreased slightly from 2011 to 2013. -
Castle Rock as a place to live (4.45 > 4.32) Castle Rock as a place to raise children (4.45 > 4.29).
Aspects also receiving relatively high ratings among 2013 respondents were overall quality of life in Castle Rock (4.26) and your neighborhood as a place to live (4.18).
As in 2011, the lower rated aspects of the quality of life in Castle Rock were: -
Sense of community or cohesiveness in Castle Rock (3.87) Castle Rock as a place to retire (3.64) Cost of living in Castle Rock (3.41) – up significantly from 3.17 in 2011
Representative Comments: “Every reason we moved to Castle Rock has turned out just as we hoped.” “The high quality of restaurants is nice. We love the way the community corresponds with you. We always know what's going on.” “I have been very happy with the schools and the family friendly parks and open space enhance the natural beauty of the area.” “We worked, played, raised a family here and finally retired here.”
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Table 11 Ratings of Castle Rock on Quality of Life Factors
4.32 4.45
Castle Rock as a place to live
4.29 4.45
Castle Rock as a place to raise children
Overall quality of life in Castle Rock
4.26 4.17
Your neighborhood as a place to live
4.18 4.19
2013 2011
3.87 3.80
Sense of community or cohesiveness in Castle Rock
3.64 3.69
Castle Rock as a place to retire
3.41 3.17
Cost of living in Castle Rock 1
2
3
4
5
Scale: 1 = poor to 5 = excellent
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Respondents were asked the following open-ended question: "If there was ONE thing your Town government could do to improve your quality of life in Castle Rock, what would it would be?" Relatively few (12.7%) respondents had no suggestions for the Town. Table 12 lists 20 different categories of suggestions that were made.
Revealing a very high level of satisfaction among Castle Rock residents, none of the traditional issues associated with this type of question (traffic, roads, crime, taxes) reached the 10% level.
Among the top suggestions on how the Town government could improve their lives were two issues concerning providing more things to see and do in Caste Rock: more activities and entertainment (11.3%) and add more restaurants / shops/businesses (8.3%). "I love the street festivals. I'd like to see more. The Farmers Market could be extended both in its season and its size.” "Provide more entertainment options. We need a bowling alley, a mini-golf place, or something for teens and adults, instead of having to drive to Denver every time we want to do something fun." "More entertainment options for kids and kids at heart :)" "Provide a way to draw more entertainment to our area, either a sports complex, amphitheater, something to attract people to come and generate revenue for the Town.” “There is nothing special about Castle Rock. We leave to go to a good place to eat that we can afford to feed the whole family. We leave Castle Rock to go to specialty stores because we only invite chains to do business here.” “I think there is some room for improvement from a dining and entertainment aspect. It would be nice if Castle Rock became a dining destination. We have some incredible views of the front range and the local restaurants could take more advantage of this in the form of outside dining perhaps.” “Provide more incentives for small and large businesses to move here.”
As might be expected, a number of comments were related to roads and traffic: fix streets / roads / improve access / widen lanes (8.8%) and better I improved traffic flow, including traffic signal timing (8.1%). “Improve the roads! Whenever I have visitors from the Denver area or out of town, they always comment on our poor roads.” “Founders Parkway is in need of great repair. Some traffic signals are timed awkwardly, and cause significant back up and waiting.” “Improve Meadows Boulevard to be four lanes around the entire loop and work with the state to improve the function of the traffic light at Meadows & I-25.” “Road repairs and street lights that work based on sensing traffic, not timing.” “Continue to improve traffic flow. Train tracks through center of Town are problematic and should be considered to be moved to less traveled areas soon.” “Please address the traffic in and out of the Meadows, specifically make Meadows Parkway four lanes all the way around and post speed limit signs more regularly. Slow drivers on westbound Meadows Parkway really add to traffic buildup and frustration.” “Improve the traffic light synchronization on major thoroughfares like Founders Parkway.”
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Mirroring previously reported results for 2013, three clusters of comments centered on traditional, long-standing issues facing the Town: control / eliminate expansion and growth (6.3%), reduce town tax rates (5.6%), and reduce water costs / increase water resources (5.5%). “Slow down the pace of construction in our town. We lost the small town feel long ago.” “Keep the small town atmosphere in mind as you approve new development so the Town does not lose its identity.” “Don't allow developers to cheat on how close homes can be built by providing exception permits. Focus more on Quality rather than Quantity.” “Back in the 90's when we moved here, there was a welcome feel to the Town. Don't give that up for "big" business just to get tax monies. Measure growth with our hometown feel.” “Proceed equitably and fairly on how we tax and what we tax. No matter how poor or rich a person might be, the tax money from individuals can go only so high. “Provide reduced property tax for seniors over 65 years of age.” “Commercial property taxes are out of control!” “Provide long-term water solutions to ease our minds and stabilize ridiculous water bills.” “Continue the intense focus on a renewable water source.” “Secure water and find a way to keep it affordable. Water is pretty pricey and I understand why but we need to figure out if we can keep growth going if water becomes less available.”
Mentioned less often were comments related to less pressing issues for the Town: add more parks / rec centers (4.6%), need public transportation (4.4%), and bike trails / bike lanes (4.2%) “For myself, I’m still able to drive and afford a car, but there are a lot of seniors in particular who have no way of getting places and are very limited. The senior center provides some rides, but there’s no public transportation at all. You have to schedule ahead, and sometimes the schedule’s filled. For people who don’t have a car or can’t drive, it’s a little handicapping.” “Add a playground to the empty lot in the Latigo Townhome community in Metzler Ranch. The lot says it is saved for future development, with one of the options being a playground. I believe a playground would be a great addition to my quality of life. There are no parks near Latigo, without having to cross Founders, which I believe is dangerous with little kids.” “Yes, Castle Rock should be selective with what businesses go into Castle Rock. Parks, trails, open spaces and community activities should be maintained.”
“I'd just want to know what the community expansions look like - if it's smart planning with ample open spaces. I'm not sure about our need for more parks - but I think trails and open spaces are important to how people will view Castle Rock in generations to come. Alternative transportation into the DTC could be better.”
“The Town has improved the city with additional parks. I would like to see more bike paths that link the parks to each other and to retail in the Town.”
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Table 12 One Thing Town Government Could Do to Improve Quality of Life
Response More activities and entertainment Fix streets/roads/improve access/widen lanes Add more restaurants/shops/businesses Improved traffic flow, including traffic signal timing Control/eliminate expansion and growth Reduce Town tax rates Reduce water costs/increase water resources Add more parks/rec centers Need public transportation Bike trails/bike lanes Improve appearance of buildings/aesthetics Create more jobs Finish construction projects Crime/enforcement of laws Affordability (general) Improve school systems/districts Preserve open spaces Light rail system Control/limit spending Railroad quiet zone Other No suggestions / Already meeting needs
Pioneer: Town of Castle Rock 2013 Community Survey – Final Report
Percent 11.3% 8.8% 8.3% 8.1% 6.3% 5.6% 5.5% 4.6% 4.4% 4.2% 3.7% 3.3% 3.2% 2.8% 2.5% 2.2% 1.8% 1.6% 1.3% 1.0% 8.9% 12.7%
31
d. Recommending Castle Rock – Net Promoter
Following the "Net Promoter Score" (NPS) analysis protocol (labeled "brand advocacy score" in the 2011 report), study respondents were asked to indicate their likelihood of recommending Castle Rock to others as a place to live, visit, and work. For this process, a 10-point rating scale was employed from 1 = least likely to 10 = most likely to recommend. The analysis is quite simple; it divides the rating responses into three categories*: Promoters:
Residents who are loyal supporters and positively engaged (9-10 ratings)
Passives:
Residents who are satisfied but not active supporters (7-8 ratings)
Detractors:
Unhappy residents who are quite willing to report negative feelings (1-6)
The actual calculation is quite straightforward: Net Promoter Score (NPS) = [% Promoters] – [% Detractors]
A summary comparing Net Promoter Scores for both 2011 and 2013 is presented in the following three charts.
NPS scores for likelihood to recommend Castle Rock as a place to live remain very high: Net Promoter = 53% -- down slightly from 60% among 2011 respondents.
The 2013 Net Promoter Score for likelihood to recommend Castle Rock as a place to visit was lower, at 23% -- but about the same as in 2011 (25%).
Similar to the results of the 2011 study, the 2013 Net Promoter Score for likelihood to recommend Castle Rock as a place to work was negative: -24% compared with -17% in 2011.
*Reichheld, Frederick F. (December 2003). "One Number You Need to Grow." Harvard Business Review.
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Table 13 Likelihood of Recommending Castle Rock as a Place to Live 90%
80%
71% 70%
66%
60% 60%
53% 50%
40%
30%
21%
18%
20%
11%
13%
10%
0%
NET PROMOTER
Promoters 2011
Passives
Detractors
2013
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Table 14 Likelihood of Recommending Castle Rock as a Place to Visit
60% 50%
50%
49%
40%
30%
26%
25% 23%
25%
25%
26%
20%
10%
0% NET PROMOTER
Promoters 2011
Passives
Detractors
2013
Pioneer: Town of Castle Rock 2013 Community Survey – Final Report
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Table 15 Likelihood of Recommending Castle Rock as a Place to Work 60%
49%
50%
45% 40%
28%
30%
27% 25%
26%
20%
10%
0% NET PROMOTER
Promoters
Passives
Detractors
-10%
-20%
-17% -24%
-30%
2011
2013
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e. Town Aspects and Amenities
All respondents were asked to rate Castle Rock on ten factors related to the general aspects of living in the Town. Of significance is the fact that all scores increased from 2011 to 2013.
As found in the 2011 study, 2013 respondents rated Castle Rock "good" or above on two of the factors examined: -
The lowest rated factors, (yet with two of the three still above average) among 2013 respondents were: -
Availability of healthy lifestyle activities (4.20 – an increase from 4.12 in 2011) Overall reputation of the Town (4.15 – an increase from 4.02 in 2011)
Arts and culture (3.20) Entertainment options (3.12) Employment opportunities (2.92)
Employment opportunities had a significant improvement from 2011 (2.51) to 2013 (2.92). Table 16 Ratings of Castle Rock Aspects and Amenities
4.20 4.12 4.15 4.02 3.90 3.87 3.87 3.74 3.84 3.79 3.57 3.42 3.55 3.40 3.20 3.13 3.12 2.92 2.92 2.51
Availability of healthy lifestyle activities Overall reputation of the Town Overall aesthetic appearance of the… Access to goods and services (retail … Housing options
Opportunities for youth Transparency of Town finances Arts and culture Entertainment options Employment opportunities 1
2
3
4
2013 2011
5
Scale: 1 = poor to 5 = excellent
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f.
Agreement with Issues Concerning Living in Castle Rock
Study respondents were also asked to rate their level of agreement with eight statements selected to measure different facets of living in Castle Rock.
As in 2011, two of the statements received an average agreement rating of "4" (Good) or above: I care about the future of Castle Rock (4.49) and I feel safe in Castle Rock (4.26).
The remaining six statements were all rated in the "above average" range.
There were no statistically significant differences in responses between the 2011 and 2013 studies.
Table 17 Levels of Agreement with Statements about Castle Rock
4.49 4.54
I care about the future of Castle Rock
4.26 4.28
I feel safe in Castle Rock I feel informed regarding Town happenings and initiatives
3.73 3.71
I am satisfied with the leadership of the Town's elected officials
3.51 3.45
I have confidence in my Town government
3.47 3.50
Castle Rock is a good place to own or operate a business
3.44 3.43
I have opportunities to provide input for Town planning and development
3.37 3.49
I am interested in participating in planning for the future of our Town
2013 2011
3.37 3.56 1
2
3
4
5
Scale: 1 = strongly disagree to 5 = strongly agree
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g. Personal Economic Circumstances
New in the 2013 survey were two questions aimed at capturing respondents' perceptions of both their past economic circumstances and what they forecast for the coming year.
In aggregate, study results reveal a very positive outlook among Castle Rock residents concerning their personal economic circumstances.
Overall, two-in-five (40.9%) study respondents indicate that their personal economic position had actually improved (a lot - 8.3% or a little - 32.6%) during the past year.
The remainder of 2013 respondents reported that their economic circumstances had stayed the same (30.5%) and decreased (24.4%) over the past 12 months.
Study respondents had a very positive outlook for the economy over the next one to two years. Over 70% expected the local economy to continue to recover (very hopeful - 34.0% / somewhat hopeful - 36.3%) in the near future.
Relatively few respondents (15.3%) were doubtful that the local economy would improve (somewhat doubtful – 11.1% / very doubtful – 4.2%).
Table 18 Personal Economic Circumstances During the Past Year
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Table 19 How Hopeful the Local Economy Will Continue to Recover in the Next 1-2 Years
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3. Castle Rock’s Vision 2020 Plan a. Castle Rock’s Ability to Uphold Cornerstones Study respondents were presented with the following description and asked related follow- up questions: Vision 2020 is the Town's collective concept of what it wants to become in the future. The purpose of the Vision is fourfold: declaring Castle Rock's common goals, guiding Town decisions, uniting the community with a common purpose and motivating both citizens & leaders to meet the Vision's goals.
As you may know, the Town's Vision 2020 Plan is based on Four Cornerstone Issues: To preserve Castle Rock's character as a distinct and physically separate community that is the center of Douglas County To ensure the Town is carefully planned to accommodate the needs of existing and future residents while preserving and protecting Castle Rock’s Town identity and quality of life
A
Town Identity
B
Community Planning
C
Community Services
To ensure that all necessary community services are provided to support the public interest and well-being of all Castle Rock residents and businesses
D
Local Economy
To promote economic self-sufficiency and long-term stability of the local economy to provide residents with a broad range of employment opportunities and to provide the Town with a healthy tax base
When asked if they felt that "Castle Rock has upheld these cornerstones up to this point in time," nearly four-in-five (78%) answered yes (50%) or maybe (28%).
Few (7%) respondents felt the Town has not upheld the four cornerstones.
Table 20 Castle Rock’s Success with Upholding Cornerstones
28% Yes
50%
Maybe No 7%
Don't Know
16%
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Respondents were given the opportunity to explain the reasons behind their views on if the Town has upheld the four cornerstones.
The major reasons given for ways in which the Town has upheld the four Cornerstones included: preserving small Town character, managing growth, promoting business and jobs, community events / entertainment / parks, good Town leaders, and keeping us informed.
Listed as reasons for feeling the Town has not upheld the Cornerstones were: road conditions / traffic / parking, too much growth / development, need more entertainment / businesses, lost small town feel, and lacking jobs/economic situation.
b. Retaining Cornerstones
As shown in the following four charts, most respondents (85% or more) felt that each of the four cornerstones should be retained when the vision is updated this year.
Overall, business respondents were less likely to feel each cornerstone should be retained. Table 21 Town Identity
Yes
75%
85% 88%
6% 6% 7%
Maybe
3% 3% 5%
No
6% 4%
Don't Know 0%
13% 20%
Total
40%
Residents
60%
80%
100%
Business
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Table 22 Community Planning
Table 23 Community Services 88% 90%
Yes
79% 7% 7% 10%
Maybe
2% 2% 2%
No
3% 2%
Don't Know
10% 0%
20%
40%
Total
60%
Residents
80%
100%
Business
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Table 24 Local Economy
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c. Castle Rock – On the Right Track with Priorities
The following text concerning the Town's priorities was presented to all respondents. The five major priorities that will guide the Town‟s 2013 planning and budgeting efforts are: 1. Securing our long-term renewable water future 2. Completing the North Meadows Extension by 2015 3. Providing outstanding public health and safety services 4. Creating jobs/expanding the tax base 5. Opening Phase One of Philip S. Miller Park in 2014
Following the statement, respondents were asked if they felt the "Town was on the right track” with these priorities.
Three-in-five (61%) of 2013 respondents felt that the Town was indeed on the right track with the five stated priorities.
Overall, 2013 respondents were a bit more positive about the Town's being on the right track than those interviewed in 2011. Table 25 Is Castle Rock on the Right Track with Priorities?
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In a follow-up question, study respondents were asked to explain their answers regarding the Town's being on the right track with its priorities.
Listed most often were comments clustered around the general theme that the Town is on the track right track (28.0%).
Several respondents indicated overall agreement with specific priorities: water priority (15.8%), North Meadows extension (11.7%), creating jobs / expanding the tax base (7.8%), Philip S. Miller Park priority (7.3%), and public health / safety priority (4.6%).
Relatively few respondents reported specific disagreement with any of the five Town priorities.
Table 26 Reasons for Views on Castle Rock’s Being on Right Track with Priorities Reason
Percent
Agree Town is on the right track
28.0%
Agree with water priority
15.8%
Agree with North Meadows extension
11.7%
Agree with creating jobs / expanding the tax base priority
7.8%
Agree with Philip S. Miller Park priority
7.3%
Agree with public health / safety priority
4.6%
Disagree Do not agree with Philip S. Miller Park priority
5.8%
Traffic needs improvement
5.7%
Not managing growth / development effectively
5.1%
Do not agree with creating jobs / expanding tax base priority
2.7%
Town needs to stop wasting money
2.2%
Do not agree with North Meadows extension priority
2.0%
Takes too long to complete projects
1.7%
Do not agree with public health / safety priority
0.4%
Miscellaneous Not enough information
3.8%
Other
5.1%
No Comment
14.4%
BASE: Number Answering Question
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4. Key Town Departments
Consistent with the results of the 2011 research, respondents reported having contact with the Castle Rock Police Department (29%) more often than any other Town department.
Substantially fewer 2013 survey respondents had contact with other Town departments: Development Services (16%), Fire and Rescue (16%), and Municipal Court (14%).
Reported contact with the Town‟s Police Department fell significantly from the 2011 level of 34%.
The percentage of respondents reporting contact with each of the Castle Rock‟s other departments was essentially the same as found during the 2011 research.
Table 27 Had Contact with Town Department in Past Two Years
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a. Police Department
Respondents' ratings of the Castle Rock Police Department increased from 2011 results on each of the 11 evaluation factors!
The overall rating for police services was a commendable 4.22.
The Police Department was rated highest for front counter (4.26), courteousness of responding officer (4.30), and communication with 911 dispatcher (4.39).
As in 2011, the Castle Rock Police Department was rated lowest on traffic enforcement (average rating – 3.56). Table 28 Ratings of Castle Rock Police Services
Scale: 1 = poor to 5 = excellent (Note: Police services overall was not asked in 2011. The overall average was derived from the responses.)
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The average ratings for each of the Police service attributes were well above average.
Importantly, ratings for the Police service attributes tested were all higher in 2013 than in the 2011 survey.
Highest rated were response time (4.84) and communication / 911 dispatch (4.83).
Rated lower, but still positive, were front counter (3.83) and animal services (3.60). Table 29 Importance Ratings for Police Service Attributes
Scale: 1 = least important to 5 = most important Representative Comments “I think the police are pretty visible in theTown.” “Either by design or staffing they don’t have a terribly visible patrol presence.” “We don’t see a lot of them out patrolling around in the north end of Town. On the street I live on, people drive way too fast for a residential area, and we have a bunch of kids in our neighborhood.” “I never had to call 911 before. I see police around all the time though. There are plenty of them.” “I would like to see them maybe patrolling the neighborhoods more and around the schools more rather than stopping people for regular everyday traffic violations.”
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b. Fire and Rescue
Study respondents' opinions of Castle Rock's Fire Department were very positive: overall rating = 4.71.
As in 2011, each of the evaluation components received an average rating of 4.36 or higher.
In general, there were no significant differences between 2011 and 2013 respondents in the positive view of Castle Rock's fire services.
Table 30 Ratings of Castle Rock Fire and Rescue Services
Scale: 1 = poor to 5 = excellent (Note: Fire and Rescue services overall was not asked in 2011. The overall average was derived from the responses)
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Average ratings for the Town‟s Fire and Rescue Services were all above 4.0. Moreover, ratings were higher in the 2013 survey than in 2011 for seven of the nine attributes used.
Fire and Rescue Services were rated extremely high for both response attributes: medical emergency response quality (4.88) and response time in general (4.87).
While still very positive, the lowest rated attributes for Fire and Rescue were fire prevention (4.37) and public education…(4.16). Table 31 Importance Ratings for Fire and Rescue Service Attributes
Scale: 1 = least important to 5 = most important (Note: Response time in general was not asked in 2011) Representative Comments “I’ve had to call them for a business call before. They’re close to my business, and they arrived quickly.” “We had a period where we had a faulty alarm system, so I got called several times in the middle of the night to come down. They were very responsive, very professional.” “I’ve been involved with the leaders through the Leadership Douglas County program, and I think they are high quality.”
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c. Public Works
The 2013 ratings for each of the Public Works evaluation factors improved over the 2011 results. In addition, all 2013 ratings were above average.
The overall rating of the Department of Public Works was 3.82.
The Department was rated highest for neighborhood street safety (3.94) and cleanliness and litter pickup (3.90).
Issues of concern for the Department of Public Works are quality of roads/ absence of potholes (3.26) and traffic signal timing (3.07). However, it should be noted that they are still above average and are higher than they were in 2011. Table 32
Ratings for the Castle Rock Department of Public Works 2011 – 2013 Comparisons
Scale: 1 = poor to 5 = excellent (Note: Public Works Department overall was not asked in 2011 but an overall average was derived from the responses)
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Results from follow-up telephone interviews showed similar opinions / concerns about Castle Rock's Public Works Department.
Areas commented on most frequently involved road repairs / potholes, snow removal, trash, and lighting.
Trash / Cleanliness “I think the Town has really grown up to address those kinds of problems. The trash pickup and the stuff that goes on, they have done a great job. I can’t think of a single suggestion.” “My thing is if you look at the central community byway there’s not a lot of beautification. There needs to be better policies for landscaping. It just doesn’t look clean.” “There’s not a litter problem here. You have a windy day, and you’re going to have trash around. The Town’s usually clean. The streets are picked up after. They do a really good job.” “I just see more trash along sides of the roads in some areas that are more open than what I think is acceptable. There are places where trash has accumulated. The Town does a good job overall.” Potholes “Founders is the road I take most often, but it is full of potholes. They fill them promptly, but I think it’s a matter of the material. It’s a problem that won’t go away until they put a new road bed down. The roads are awful. The road in Founders Village by Crowfoot and the highway is in shambles.” “Every spring, they fill up the potholes and by the fall they are back again. They need to figure out what is causing the potholes, not just fill them in every once in awhile.” “There are a lot of potholes and they don’t seem to get filled. There’s a place on South Street that’s been dug up and re-leveled but hasn’t been paved for months.” “It seems like it takes forever for them to fill the potholes, particularly in the winter. There was one at the intersection of Plum Creek Parkway and Plum Creek Boulevard that was so deep that people would end up with broken axles or flat tires. It was so deep that your car would almost fall in it.” Snow Removal “While my employer wanted me to live in Denver I proved to him our choice was better as I could get to work easily during snowstorms and what have you. (He only lived 4 miles from the office and had been "trapped" in his house on several occasions due to the snow. I on the other hand was generally on time if not early.) “They have specific routes that they do one path. When we have really heavy snowfall, I feel that’s really inadequate. One path through a two lane road coming out of a subdivision is insufficient.” “I have to call them. We live on a cul-de-sac-like area, so when it snows a certain amount and they come out to plow, we just get missed. I have to call them most of the time.” “Well it’s just 2 months, but there are days where we can’t get the kids to school, because the snow removal doesn’t come to us. We stay home, but the schools aren’t canceled.” Lighting “I’m in Founders. There are almost no street lights. If my neighbors and I don’t turn our porch lights on then it’s completely dark.” “I think within the subdivision, that the streets aren’t lit well enough. I think it’s to avoid light pollution. I don’t think it’s lit well enough.” Pioneer: Town of Castle Rock 2013 Community Survey – Final Report
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d. Water/Utilities
2013 study respondents gave the Castle Rock Water/Utilities Department an overall rating of 3.80.
The Water/Utilities Department was rated highest for customer service (4.01) and overall quality of water (3.98).
It is no surprise that the Castle Rock Water/Utilities Department was rated lowest for: rates/fees/billing/collections (3.08) and cost of water (2.69). The score for cost of water is the only one below average.
Table 33 Ratings of Castle Rock Water / Utilities Department
Scale: 1 = poor to 5 = excellent
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e. Development Services
Study respondents' average ratings for the factors selected to evaluate Castle Rock's Development Services were all near or above average.
The overall rating was 3.73, a significant increase from the derived overall rating in 2011, (3.28).
Development Services was rated highest for aesthetics / quality of structures in Town (3.87) and lowest for cost of permits (2.99).
At the same time, 2013 average ratings for Castle Rock's Development Services were higher than found in 2011 on each of the factors surveyed. Table 34 Ratings of Castle Rock's Development Services Department 2011 – 2013 Comparisons
Scale: 1 = poor to 5 = excellent (Note: Development services overall was not asked in 2011 but an overall average was derived from the responses)
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f. Parks and Recreation
Respondents' average ratings for the Castle Rock Parks and Recreation Department varied significantly, from a high of 4.46 for the availability of trails and open spaces, to a low of 3.56 for recreation fees. It is important to note that 2013 average ratings for recreation fees were significantly higher than found in the 2011 research.
Across all evaluation factors, 2013 study respondents held more positive opinions of the Parks and Recreation Department than those participating in the 2011 research.
Red Hawk Ridge Golf Course significantly improved from 2011. Similar to the ratings for recreation fees, it improved by an amount of .53.
Table 35 Ratings for Castle Rock Parks and Recreation Department 2011 – 2013 Comparisons
Scale: 1 = poor to 5 = excellent (Note: Parks and Recreation overall was not asked in 2011 or 2013. The overall average was derived from responses.)
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g. Functions at Philip S. Miller Park and Fieldhouse
From a list of nine selected categories, 2013 respondents considered local events (e.g. July 4th celebrations) the most important type of event/activity to be held at Philip S. Miller Park and Fieldhouse – average importance rating = 4.31.
The next seven categories were all statistically equivalent in terms of relative importance to study respondents.
While still well above average in importance, the lowest rating was for exhibits / craft fairs (3.81).
Table 36 Ratings of Proposed Offerings at Philip S. Miller Park and Fieldhouse (New for 2013)
4.31
Local events - July 4 celebration, etc.
Educational programs
3.99
Sporting events
3.96
School events - graduations, etc.
3.96
Concerts featuring regional and national acts
3.96
Concerts featuring local artists
3.95
Fitness programs
3.94
Performing arts venue
3.91 3.81
Exhibits/craft fairs
1 2 Scale: 1 = not at all important to 5 = very important
3
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5
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h. Municipal Court
Study respondents who had interacted with the Municipal Court (11% of the total) were asked to rate their experience with the Court.
In general, the ratings of the Municipal Court among 2013 respondents were about the same as found in the 2011 data.
All ratings for Municipal Court were above average.
Table 37 Ratings for Castle Rock Municipal Court 2011 – 2013 Comparisons
Scale: 1 = poor to 5 = excellent (Note: Municipal Court overall was not asked in 2011 or 2013 but an overall average was derived from responses)
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5. Town Services
To gauge community feelings concerning which Castle Rock services are considered essential, study respondents were asked if they considered each of 29 selected Town services as being either a core, neutral or peripheral Town function. The results of 2013 respondents' rankings of the relative position of each Town service examined are presented in the table on the following page.
Our examination of which Town services were judged to be most essential shows that the feelings of 2013 respondents closely match the direction set for the community in the four cornerstones of the Town‟s Vision 2020 Plan and the five major priorities established by Castle Rock officials to guide the Town‟s 2013 planning and budgeting efforts.
Study results show that water supply, law enforcement, and emergency medical services were considered most essential to members of the Castle Rock community; while senior programs and parks in every neighborhood were deemed to be least essential.
With a few exceptions, the top ten Town services considered essential/core among 2013 respondents were essentially the same as found in 2011: -
Safe and reliable water supply (93%) Law enforcement (90%) Emergency medical services (90%) Fire suppression (83%) Snow and ice removal (81%) Road / sidewalk / curb maintenance (78%) Fire prevention / inspection (77%) Current and long-range planning (74%) Maintaining safe public buildings (71% Maintaining safe parks (70%)
Two safety related services were ranked among the top ten core services for the first time in the 2013 survey results: maintaining safe public buildings and maintaining safe parks.
Falling out of the top ten from 2011 to 2013 were: economic development (from 6th to 12th) and wastewater conveyance (from 10th to 11th).
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Table 38 Importance of Town Services Among 2013 Respondents Town Service
Core
Neutral Peripheral
Safe and reliable water supply
92.9%
5.7%
1.4%
Law enforcement
90.3%
8.2%
1.4%
Emergency medical services
89.6%
8.6%
1.8%
Fire suppression
82.9%
14.0%
3.1%
Snow and ice removal
81.3%
13.4%
5.2%
Road / sidewalk / curb maintenance
77.5%
16.2%
5.9%
Fire prevention / inspection
77.1%
16.8%
6.1%
Current and long-range planning
73.5%
21.3%
4.9%
Maintaining safe public buildings
70.8%
22.6%
6.4%
Maintaining safe parks
69.7%
20.6%
9.5%
Wastewater conveyance
67.1%
26.9%
5.4%
Economic development
65.9%
21.4%
12.5%
Preserving open space
65.8%
20.5%
13.5%
Municipal Court
63.6%
30.6%
5.4%
Stormwater services
63.2%
29.4%
7.3%
Land-use and zoning
61.5%
31.0%
7.4%
Financial monitoring / reporting
60.6%
30.9%
8.3%
Building inspections
56.7%
32.7%
10.5%
Public information / communication
55.4%
32.4%
12.1%
Recreation facilities and programs
52.9%
26.7%
20.4%
Youth programs
45.3%
32.5%
21.7%
Technology infrastructure
41.8%
35.9%
22.0%
Animal control
40.0%
37.1%
22.7%
Community events
38.0%
35.3%
26.5%
Public transit
36.7%
33.5%
29.8%
Code enforcement (weeds, signage)
35.9%
34.6%
29.1%
Providing a connected trails system
35.0%
32.6%
31.9%
Senior programs
32.9%
38.3%
28.5%
Parks in every neighborhood
28.5%
38.6%
32.9%
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6. Communication and Media Preferences a. Media Utilization
Study respondents' media preferences / habits mirror national trends for an "upscale" community.
Over four-in-five (82%) report having broadband connection / Wi-Fi and over two thirds (68%) own a smartphone.
The sources for television programming were split between Comcast Cable (50%) and Satellite TV (42%).
Facebook is used over four times as much as Twitter (67% vs. 14%).
Eight in ten (82%) use Broadband Internet, up from 75% in 2011.
Smartphone usage is up to 68% for 2013 from 56% in 2011.
Facebook is the most commonly used social media channel with 66.8%, with YouTube coming in second at 36.0%. LinkedIn is also popular at 34.0% followed by Google+ at 32.9%. Table 39 Media Services or Devices Used Regularly (New for 2013)
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Table 40 Media Utilized Regularly
Table 41 Social Media Channels Used Regularly
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b. Formats Preferred For Receiving Town Communications
Study respondents continue to report email (62%) as the preferred means of receiving information from the Town.
Other important channels were the Town's website (56%) – down from 65% in 2011 and Castle Rock News-Press (53%).
Interestingly, social media (22%) remains fairly low as a communication preference.
Comparisons with the 2011 results reveal an increase in preference for several channels among 2013 respondents: -
Castle Rock News-Press (44% < 53%) Your Town Talk (40% < 48%) Through my HOA (28% < 35%) Direct mail (22% < 34%)
Table 42 Preferred Formats for Receiving Information From the Town Format
2011
2013
Email (including CRgov.com subscriptions)
61%
62%
Town‟s website
65%
56%
Castle Rock News-Press
44%
53%
Your Town Talk (water bill newsletter)
40%
48%
Through my HOA (website, newsletter, etc.)
28%
35%
Direct mail (including third-party magazines, newsletters)
22%
34%
Watching local television news
21%
25%
n/a
25%
Denver Post / YourHub
12%
22%
Social media
24%
22%
Hearing from my neighbors or other residents
15%
18%
Local radio stations
n/a
9%
Cable Channel 22
7%
8%
Calling Town Hall
4%
5%
Signs, Banners, Posters
0%
1%
I prefer not to communicate with the Town
1%
1%
Other
3%
1%
Open houses regarding Town projects
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c. Town's Website
The Town‟s website is a very popular means for residents to keep up with the Town‟s activities. Nearly nine in ten (89%) have accessed the Town‟s website.
94% rate the website as average, somewhat useful, or very useful.
Only a very small fraction of respondents (0.5%) rated the website as not at all useful.
Table 43 Accessed the Town’s Website
89%
11%
Yes No
Castle Rock's Website Rating - Overall
Pioneer: Town of Castle Rock 2013 Community Survey – Final Report
5 - Very Useful
29.3%
4-
44.5%
3 - Average
20.4%
2-
2.4%
1 - Not at all Useful
0.5%
DK/refused
2.8%
63
On a 5 point scale, projecting proper image of Castle Rock rated highest among the categories shown at 4.10. Coming in second was Quality / accuracy of information at 4.07 and third was Castle Rock’s website overall rated 4.02. Table 44 Ratings of Aspects of Castle Rock's Website (New for 2013)
Scale: 1 = not at all useful to 5 = very useful
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d. Suggestions for Improving the Town's Website
The major improvements suggested include: better menu/easier navigation, a better/improved search function and maintaining current/up-to-date/accurate information.
The two important categories to look at include: No changes/fine as it is now and no suggestions/satisfied, which are actually very positive indicators. Their combined total is 61.7%, indicating that the website is meeting residents‟ needs at this time.
Table 45 Suggestions / comments for improving the Town's website
2013 Total
Better menu/Easier navigation
14.7%
No changes/Fine as it is now
6.6%
Better/Improved search function
5.0%
Current/Up-to-date/Accurate information
4.9%
Improve Rec Center website/Part of website
4.7%
More color/Improve look and feel/Design/Layout
3.8%
Better/Current calendars/Agenda information
2.4%
Local business information/News
1.9%
Easier to find/Make City contacts/Staff directory
1.6%
Updated/Current links
1.3%
Better/Easier to use Comment/Reporting section(s)
1.2%
Easier to use Bill Pay/Auto-Pay
1.1%
Easier/Better job search/More job search info
0.9%
Other
3.7%
No suggestions/satisfied
55.1%
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7. Special Events
Using a list of 33 special events selected by the Town, respondents were asked to report levels of awareness, attendance, and ratings for special events in Castle Rock.
Based on the results for each special event, the events were placed in like clusters and assigned colors representing their relative position compared with other events.
The following coloring scheme was developed to provide a visual sense of how each event was perceived in relation to similarly evaluated events. Highest
High
Low
Lowest
In this analysis scheme, the most successful special events will have three green boxes representing the highest clusters in awareness, attendance, and ratings: Highest
Middle
Highest
Highest
In contrast, the least successful of the Town‟s special events in this analysis scheme would have three red boxes representing the lowest clusters in awareness, attendance, and ratings: Lowest
Lowest
Lowest
The table on the following page presents the results of this color aided analysis for total respondents, residents, and businesses.
An important finding is the generally high level of satisfaction among attendees at Castle Rock‟s special events. Impressively, the average ratings for all but three events were above the 4.00 level.
In addition, it is clear that Starlighting is the most important special event held in Town.
Also receiving high/high combined levels of awareness, attendance, and satisfaction were the Douglas County Fair & Rodeo and the Douglas County Fair Parade.
The Farmers Market falls in the highest clusters for both awareness (green) and attendance (green). Although still positive, its average rating falls in the lowest cluster (red) – which suggests that satisfaction among Farmers Market attendees has room for improvement relative to other events in the Town.
Events that may have growth potential (in the highest rating category with lower levels for awareness and attendance) include Trick or Treat Street, Daddy Daughter Ball, and Music in the Meadows.
Conversely, while Hoopla Basketball Tournament and Rawhide at the Rock enjoy ratings in the high group (blue), their very low levels of awareness and attendance (red) may preclude “meaningful growth” for these events.
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Table 46 2013 Special Events: Aware – Attended – Rating Event
Aware
Attended Total
Residents
Rating
Total
Residents
Business
Business
Total
Residents
July 4th Fireworks
89.1
92.1
74.4
n/a
n/a
n/a
n/a
n/a
n/a
Douglas County Fair & Rodeo
87.3
90.4
72.2
39.5
40.4
34.7
4.32
4.30
4.46
Starlighting
85.4
88.2
71.6
54.6
56.2
46.6
4.57
4.55
4.70
Farmers Market
81.1
83.4
69.9
54.2
56.5
43.2
4.05
4.05
4.04
Douglas County Fair Parade
73.7
75.2
66.5
35.4
35.6
34.7
4.34
4.30
4.54
Ducky Derby
73.6
76.5
59.7
15.6
15.4
16.5
4.12
4.11
4.21
Starlight Summer Movie Series
72.9
74.9
63.6
17.5
17.8
15.9
4.37
4.35
4.46
Artfest
71.2
73.2
61.4
31.8
32.9
26.7
4.38
4.38
4.38
Rink at the Rock
68.8
71.1
58.0
25.3
25.1
26.1
4.41
4.43
4.35
9Health Fair
66.2
68.8
54.0
10.8
11.1
9.7
4.32
4.32
4.29
Oktoberfest
64.1
66.4
52.8
20.8
21.3
18.2
4.04
4.05
4.00
Winefest
64.0
65.2
58.0
11.5
11.4
11.9
4.21
4.25
4.05
Elephant Rock Ride
61.6
62.6
56.8
6.9
7.1
6.2
4.55
4.53
4.64
Trick or Treat Street
55.3
56.5
49.4
12.9
11.8
18.2
4.33
4.25
4.59
Daddy Daughter Ball
54.7
58.3
37.5
6.1
6.7
2.8
4.53
4.53
4.60
Music in the Meadows
52.3
55.1
39.2
20.7
22.4
12.5
4.43
4.44
4.41
Turkey Rock Trot
47.2
48.5
40.9
6.2
6.0
7.4
4.23
4.22
4.31
Classic Rock Cruise-in Car Show
41.3
39.6
49.4
18.6
17.3
24.4
4.42
4.45
4.30
Tri the Rock
39.1
41.2
29.0
3
3.3
1.7
4.61
4.57
5.00
Bike to Work Day
36.2
38.1
27.3
3
2.7
4.5
4.13
4.22
3.88
Castle of Terror
34.0
35.5
26.7
2.8
3.1
1.7
4.41
4.38
4.67
Pooch Plunge
33.2
36.7
16.5
4
4.7
0.6
4.20
4.22
3.00
Healthy Living Expo
32.5
31.1
39.2
7.2
5.9
13.6
3.74
3.72
3.79
Spring Up the Creek
29.1
29.8
25.6
3.6
3.5
4.0
4.35
4.33
4.43
Spooktacular
21.8
22.8
17.0
1.4
1.2
2.3
4.50
4.60
4.25
FidoFest
18.9
17.3
26.7
2.4
1.9
5.1
4.24
4.25
4.22
Pedal the Moon
16.3
17.9
8.5
1.6
1.7
1.1
4.38
4.50
3.50
Ridgeline Rampage Bike Race
14.5
15.4
9.7
1.2
1.1
1.7
4.33
4.33
4.33
Backyard Summer Campout
12.2
13.8
4.5
0.6
0.7
0.0
3.67
3.67
n/a
ERock Twilight Criterium
10.6
9.7
15.3
1.9
0.9
6.2
4.26
4.38
4.18
Paint-A-Thon
8.3
9.0
5.1
0.3
0.2
0.6
2.67
2.50
3.00
Hoopla Basketball Tournament
7.7
8.3
5.1
3.4
3.7
2.3
4.09
4.03
4.50
Rawhide at the Rock
3.4
2.8
6.2
0.4
0
2.3
4.50
n/a
4.50
Legend: Highest
High
Middle
Low
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Lowest
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Business
Using a 5-point scale, study respondents were asked to rate their agreement with eight statements selected to measure attitudes toward special events in Castle Rock. Study results clearly indicate that Castle Rock residents strongly support special events held in Town. Levels of agreement for all the evaluation factors were above average.
Three factors were rated highest among 2013 respondents: special events increase commerce in Castle Rock (3.94), special events help promote awareness of Castle Rock's amenities to both residents and visitors (3.94), and overall, special events are valuable to the Town of Castle Rock (3.93).
Respondents generally agree that special events are worth the required investment in time, money, and resources: special events are worth the public and private personnel resources expended (3.73) and special events are worth the public dollars spent (3.65). Table 47 Ratings of Agreement with Statements about Special Events
Special events help promote awareness of Castle Rock's amenities to both residents and visitors
3.94
Special events increase commerce in Castle Rock
3.94
Overall, special events are valuable to the Town of Castle Rock
3.93
Special events are worth the public and private personnel resources expended
3.73
Special events are worth disruption of regular Town activities
3.67
Special events are worth the public dollars spent
3.65
The traffic associated with special events is not a major problem
3.37
The LED sign in front of Town Hall is an effective way of promoting/giving details about special events
3.02
1
2
3
4
Scale: 1 = strongly disagree to 5 = strongly agree
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Study respondents were asked to record their opinions of the relative importance of five categories of special events on a 5-point scale.
Overall, all five event categories were rated well above average in importance to Castle Rock residents.
It is certainly no surprise that civic and heritage events (4.34) were rated significantly higher in importance than the other categories evaluated.
The importance of family fun events (3.86) and arts and foods events (3.84) were rated a little higher than sports activities (3.60) or healthy living / nature events (3.50). Table 48 Importance of Special Events Categories (New for 2013)
Scale: 1 = not at all important to 5 = very important
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Overall, 2013 respondents seemed very pleased with the special events held in Castle Rock.
When asked for their suggestions / comments about the Town‟s special events, a majority (55.7%) of study respondents indicated they were satisfied with the current schedule of events or had no suggestions.
Among the suggestions that were made, advertise more / better / more publicity was mentioned most often.
Two suggestions concerned traffic and parking: better parking / more shuttles (4.2%) and better / more traffic control for events (3.7%).
Other suggestions/comments included like / emphasize Starlighting (4.0%), more concerts / live music (3.8%), and more vendors in the Farmer's Market (3.6%).
(8.5%)
Table 49 Suggestions / Comments about Special Events in Castle Rock (New for 2013) Suggestion / Comment
Percent
No suggestions/satisfied with current schedule of events/
55.7%
Advertise more/better/more publicity
8.5%
Better parking/more shuttles
4.2%
Like/emphasize Starlighting
4.0%
More concerts/Live music
3.8%
Better/more traffic control for events
3.7%
More vendors in the Farmer's Market
3.6%
More Children's/Kid's/Family events
3.0%
Better/More food vendors
2.1%
Get rid of Elephant Rock Ride/Complaints about ERR
1.7%
Cycling events
1.3%
5K running event/running events
0.7%
Make Art Fest free
0.5%
Other
15.5%
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8. Growth/Development a. General Feelings Concerning Development
To gauge feelings toward development, 2013 respondents were asked how much they agreed/disagreed with six statements concerning growth and development issues.
Overall, respondents seemed supportive of added growth and development if Castle Rock's small town character can be maintained in the process. Of note, business respondents had lower average ratings than residents on each factor.
Respondents were less likely to agree that the Town should continue to offer financial assistance to help attract new businesses / retain and expand existing businesses, or that continued economic growth will depend, in part, on providing adequate workforce housing and transportation. Table 50 Castle Rock Growth / Development Ratings
Scale: 1 = strongly disagree to 5 = strongly agree
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b. Business Development
Following the procedure used in 2011, study respondents were asked to rank (1 = highest in importance through 7 = lowest in importance) seven factors concerning business development in Castle Rock The lower the average ranking, the higher in overall importance to respondents.
Overall, two factors topped the list: retaining and expanding existing local businesses (mean rank = 3.25) and attracting new businesses offering goods, services or employment currently not sufficiently available in Castle Rock (3.28).
Ranked third in importance was expanding tax base to help local governments provide quality services with less reliance on requesting tax increases (3.91).
At the bottom of the importance rankings were creation of high paying jobs (average rank = 4.50) and high-quality aesthetic appearance of new business development (4.52).
As shown on Table 52 (following page), two consumer-friendly factors were ranked higher in importance among residents than business respondents: attracting new businesses offering goods…not sufficiently available in Castle Rock (residents = 3.19 / business = 3.70) and expanding the tax base…(residents = 3.84 / business = 4.26).
Conversely, ratings were significantly higher among business respondents than residents for these two factors: retaining and expanding existing local businesses (business = 3.02 / resident = 3.30) and creation of any jobs (business = 3.80 / resident = 4.31).
Table 51 Rankings for the Importance of Business Development Factors
Mean Rank*
Ranked First
Ranked First or Second
Retaining and expanding existing local businesses
3.25
19%
39%
Attracting new businesses offering goods, services or employment currently not sufficiently available in Castle Rock
3.28
23%
42%
Expanding the tax base to help local governments provide quality services with less reliance on requesting tax increases
3.91
19%
31%
Creation of any jobs
4.22
11%
25%
Redeveloping older business areas within the Town
4.31
9%
21%
Creation of high-paying jobs
4.50
12%
24%
High-quality aesthetic appearance of new business development
4.52
8%
18%
Factor
*Note:
The lower the mean rank, the more important the result.
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Table 52 Average Rankings for the Importance of Business Development Factors Resident / Business Comparisons
*Note:
The lower the mean rank, the more important the result.
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9. Key Issues A series of questions were asked to get a feel for residents' opinions concerning several issues facing Castle Rock residents. a. Water Solutions
From a list of five statements representing a variety of possible opinions, study respondents were asked which one statement best represented their views/levels of concern about longterm water solutions for Castle Rock.
Reflecting an increase in the level of trust for the Town‟s decision making, the number of respondents who chose I want my Town government to make the best decision for me on our future water needs rose from 23% in 2011 to 31% among 2013 respondents.
About one third (34%) indicated that I am familiar with the Town's water needs and have kept up with developments best described how they felt about the Town‟s long-term water needs.
Respondents who said they had some serious concerns about the Town's long-term water plan fell from 22% in 2011 to 15% in 2013.
The number of respondents who said I am not familiar with the Town's water needs, but would like to know more so that I can make an informed decision (17%) was down from 20% in 2011.
Representative Comments “I think the Town is on the right path. I think purchasing storage area in Reuter-Hess Reservoir was a good move. I think purchasing water from Denver Water and Aurora water was good move as well. I think putting in the new water treatment plant was a good move and drilling wells along Plum Creek to secure more water for us was a good thing.” “I think that’s extremely important to the Town’s growth and the future of the Town. It has to be a high priority. I don’t get a lot of information on it. I don’t know what their plans are or what their goal is.” “I think they are allowing Castle Rock to be over built without thinking about water. Every build seems to use the same ground water or well water for the same amount of water, and the Town keeps approving these home builders. Eventually we’re just going to run out of water.” “My biggest thing is growth. Stop growing, because we don’t have a lot of water. They seem bound and determined to make Castle Rock go from a small Town to a big City.” “I understand how critical it is. I appreciate that they are looking ahead doing that to avoid a crisis.” “I get information with my water bill. I get emails all the time. They talk about it at council meetings. I don’t pay real close attention to it.”
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Table 53 Concern for Long-Term Water Solutions
Statement
2011
2013
I am familiar with the Town's water needs and have kept up with developments
33%
34%
I am not familiar with the Town's water needs, but would like to know more so that I can make an informed decision
20%
17%
I have some serious concerns about the Town's long-term water plan
22%
15%
I want my Town government to make the best decision for me on our future water needs
23%
31%
I don't care, as long as I still have water coming out of my faucet
3%
4%
*Only one answer allowed
b. Voting
Four out of five 2013 respondents (81%) reported that they voted in the last Town election – up from 71% among 2011 respondents.
Among the relatively few non-voters, the main reasons listed for not voting were not registered to vote / did not live here (44%) and not informed enough about candidates (21%). Table 54 Voting Voted in Last Election Yes No Prefer not to say Reason for Not Voting Not Registered to Vote/Did Not Live Here Not informed enough about candidates Unaware of Election No interest Couldn‟t Make It/Out of Town Doesn‟t matter who wins Forgot/Misplaced ballot Other
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2011 71% 29% ----
2013 81% 13% 6%
28% 21% 6% 10% 15% ---18% 3%
44% 21% 9% 5% 4% 2% ---2%
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c. Lodging Tax
After reading the following statement about a possible lodging tax, respondents were asked to what degree they favored the establishment of a lodging tax in Castle Rock. Consideration is being given to requesting voter approval of a new lodging tax, which would be placed on per night hotel room rentals within the Town limits. Only those staying in hotels in Town would pay the tax, likely of 3%-5%. The proceeds could be spent on marketing the community to increase tourism and related economic activity, support special events and otherwise promote increased commerce in Castle Rock.
Nearly one half (49%) of study respondents indicated they favored the implementation of a lodging tax in Castle Rock – strongly favor (22%) and mildly favor (27%).
At the same time, just under one-in-four (24%) respondents said they were opposed to the addition of a lodging tax – mildly oppose (11%) and strongly oppose (13%).
Another quarter (26%) of study participants was neutral on the subject. Table 55 Proposed Lodging Tax 30% 27% 26% 25% 22% 20%
15% 13% 11% 10%
5%
0% Strongly favor
Mildly favor
Neutral
Mildly oppose Strongly oppose
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The main reasons for favoring a lodging tax among participants in the follow-up telephone interviews centered on: a source of revenue from visitors-not residents and the tax will not deter visitors because almost all destinations have implemented a lodging tax. Representative comments: “I’m anti-tax in general. Though, I don’t think a 3% or 5% tax will hurt the lodging industry. I think people will still come. It adds to the ability of the Town to support itself.” “It’s going to be the people that are coming in to pay for it and it’ll back into the system. They won’t feel it that much, but the Town will benefit.” “Everybody does it. I travel for a living. If you go to the big city, some of those taxes are up to 10%. If everyone does it, why can't we?” “I traveled for almost 30 years. I never did not stay because they had a lodging tax. Many places I stayed had it. There’s no downside.”
Reasons for opposing a lodging tax centered on: against all taxes, a tax would actually deter tourists, and Castle Rock is not a strong tourism destination. Representative comments: “I’m generally opposed to any tax the government wants to implement.” “The wording in a lot of the proposal doesn’t say concretely whether 100% of the tax collected will go back to the community or where that money goes. Until that happens, I’m more opposed to any new tax.” “I don’t think there is a reason to promote coming to Castle Rock. Why add a tax to the hotels to support something I don’t believe in to begin with?” “I think because there isn’t much tourism here to begin with, I think raising the rate on a nightly stay is going to do more to deter people from coming here than encouraging them.” “Currently, I think that’s putting the cart before the horse. I think if they are putting in an additional hotel tax to bring tourists in, you need focuses for tourism in the Town.”
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d. Community Issues – Traffic
As a means of measuring levels community interest, respondents were asked to report their levels of concern for six selected issues facing the Town.
Overall, results revealed that none of the issues tested was of major concern to study respondents. The average level of concern was below 4.00 for each issue.
Relatively speaking, 2013 respondents were most concerned about improved traffic flow, including traffic signal timing (3.98). Of just average concern among 2013 respondents were:
More recycling options (3.20) Public transit services to the Denver and Colorado Springs areas (3.22) Reducing Town tax rates (3.47)
Respondents were least apprehensive about additional public transit services within the Town (3.03) and establishing a Downtown railroad quiet zone to reduce train horn noise (2.79).
Table 56 Levels of Concern about Selected Issues Facing Castle Rock
Scale: 1 = not concerned at all to 5 = extremely concerned
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The high level of concern about traffic in Castle Rock was reflected in the comments captured in the follow-up interviews. They center on three issues: timing of traffic signals, residential grid lock in the Meadows, and traffic congestion in general. “Fix the lights so they coincide with each other instead of it acting like a jack knife.” “They don’t have the lights timed properly. They seem like they allow new businesses and things to open up and worry about the traffic implications after the fact. It should only take 10 minutes to get from the highway to my house, but there are times where it takes 30 minutes.” “Improve traffic light timing, and remove a few traffic lights. That way, traffic moves continuously instead of stopping and starting.” “There is gridlock in the Meadows. There is one practical exit for a subdivision that they keep building and building and building. There are times of the day where it takes a half hour to get through the light of the exit of this place. They’re not managing traffic. They’re just building houses and hoping for the best.” “The interchange at Meadows and I-25: the on ramp probably needs to be two lanes instead of one lane.” “There are just too many cars.” “Another route on and off of I-25 around Founders should give people more options. The infrastructure has been outpaced by the growth. There needs to be more ways to get from the north side of town to the south side, in particular.” “They are taking steps with the North Meadows interchange. Some of the area there is taken care of by the Town and some of it, because it’s the I-25 area, is taken care of by the state. I would think that the Town and the state would come together somehow to fix their problem.”
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e. Role of Town Government
Respondents were asked if they thought it was “appropriate” for the Town to have a role in seven selected functions. The table below shows that levels of community support varied substantially among the activities selected for evaluation. At the same time, when combining yes and maybe responses, levels for all functions were above 50%.
When combining yes (positive) and maybe (conditionally positive) responses, there was overwhelming agreement (89%) that it is an appropriate role for the Town to provide financial support for special events such as Starlighting.
Still positive, but lower levels of support are found for the Town‟s having a role in the following four activities: -
Provide financial support to efforts to attract new businesses and retain and expand existing businesses (yes = 56% / maybe = 28%) Provide financial support for special Downtown projects such as Rink at the Rock… (yes = 52% / maybe = 27%) Provide financial support to make available the Castle Rock Senior Center facility… (yes = 51% / maybe = 33%) Provide financial support to assist at-risk Castle Rock families and youth… (yes = 45% / maybe = 33%)
Significantly fewer respondents felt it was appropriate for the Town to:
-
Provide financial support to…the Castle Rock Museum (yes = 25% / maybe = 38%) Provide financial support for affordable housing (yes = 23% / maybe = 32%) Table 57
Appropriate Role of Town Government
Yes
Maybe
No
Don’t Know
Provide financial support for special events such as Starlighting, the County Fair Parade, Artfest, Downtown summer movies and Fourth of July fireworks?
71%
18%
7%
4%
Provide financial support to efforts to attract new businesses and retain and expand existing businesses?
56%
28%
12%
4%
Provide financial support for special Downtown projects such as Rink at the Rock, overhead lights on Wilcox Streets or improving the facades of Downtown buildings?
52%
27%
16%
5%
Provide financial support to make available the Castle Rock Senior Center facility, programs and senior transportation services?
51%
33%
11%
5%
Provide financial support to assist at-risk Castle Rock families and youth with access to needed social services in order to reduce criminal or other negative behaviors?
45%
33%
15%
6%
Provide financial support to make available to the public the Castle Rock Museum?
25%
38%
28%
10%
Provide financial support for affordable housing activities such as foreclosure assistance, first-time homebuyer assistance and affordable housing for senior citizens or low- to moderate-income families?
23%
32%
39%
6%
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f. Fixed Route Transit
In general, study respondents are less willing to support a tax for any of the three fixedroute transit options examined.
Just over one third (36%) of study respondents indicated they would support taxes for a regional transit service between Castle Rock and Denver and/or Colorado Springs.
One fourth (24%) indicated they would be willing to pay an additional tax for a local fixedroute service similar to the Town’s former bus system (CATCO).
There was very little support for any type of demand-response / call-and-ride service (9%).
Levels for willingness to pay additional taxes were significantly lower among 2013 respondents than those interviewed for the 2011 study for each of the three options.
Table 58 Willing to Pay a Tax for Fixed-Route Transit Options (Percent "Yes")
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10. De-Brucing The information presented in this section is based upon findings for respondents from the original online survey who opted in for follow-up telephone surveys who were asked about "deBrucing." The following questions were used as a discussion guide. You may be familiar with the term „de-Brucing‟ which means voters can allow their local government to spend in amounts greater than the cap restrictions placed by the TABOR formula (the „Taxpayer Bill of Rights‟) on approved projects like public safety, water, and parks and recreation. 1. Would you be in favor of de-Brucing indefinitely? 2. If not, would you be in favor of de-Brucing if it was limited by a time frame, e.g., a five-year period? 3. To what degree would you be in favor of de-Brucing if it meant additional expenditures for the following categories: Public safety, Transportation including street maintenance and road improvements, Town‟s water supply, Parks, Recreation and Open Spaces. 4. Proposal could allow tax rebates or refunds to ordinary taxpayers while still allowing the town to retain any refunds that would be refunded or rebated to developers & builders. To what degree would you be in favor of this type scenario? 5. Of all that you have read or heard about this proposal, what, if anything, do you like most about it? What do you like least about it? Note:
Castle Rock voters approved a similar measure in 2005 by almost 60%, and Town officials have spent the $13 million that became available exactly as promised: hiring police officers, hiring additional firefighters, maintaining key streets, constructing new parks, and expanding the Recreation Center.
A. Favor De-Brucing in General
Three fourths (76%) of the participants in the follow-up interviews answered yes – they would support some form of "de-Brucing."
Another 12% said they might be in favor -- if limited by a time frame.
Overall, 88% of follow-up respondents can be classified as positively inclined to support some type of "de-Brucing" initiative.
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Table 59 Summary of De-Brucing Results Favor "De-Brucing" Indefinitely - Yes - No - Maybe - Don't Know BASE: Responded to Question* Favor "De-Brucing" If Limited by Time Frame - Yes - No - Maybe - Don't Know BASE: Responded to Question#
Number 68 56 13 10 (147)
Percent 46.3% 38.1% 8.8% 6.8% 100%
44 10 18 7 (79)
55.7% 12.6% 22.8% 8.9% 100%
Notes: *Because of the qualitative nature of the follow-up telephone interviews, not all issues were asked of all respondents. Out of 150 sessions, there were three instances during which the "de-Brucing" topic did not come up during the discussion. #Represents only those who answered No, Maybe or Don‟t Know to first question
Representative Comments: “I’m all for de-Brucing.” “I’m not sure about indefinitely, but we do need it.” “It gives the local government an opportunity to do the things they feel they require a stronger budget in.” “If there’s a time limit on it, I’d be very much in favor.” “I would’ve never voted for TABOR anyway. Whatever the voters approve the budget should be spent on- they should be allowed to spend.” “Yes. I think TABOR’s a bad law.”
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B. Favor "De-Brucing" If Funds Dedicated to Specific Town Services
In general, nearly four-in-five participants in the follow-up telephone interviews were positively inclined (yes + maybe responses combined) to favor de-Brucing if the additional revenues were dedicated to specific Town services: public safety (77.3%), transportation/streets/highways (79.8%), economic development (79.8%), and parks and recreation (77.5%).
Relatively few respondents indicated they were against "de-Brucing" if the funds were dedicated to providing specific Town services.
Table 60 Favor "De-Brucing" if Funds Dedicated
Response
Public Safety
Trans/ Streets
Economic Development
Parks and Recreation
Positive Net (Yes + Maybe)
77.3%
79.8%
79.8%
77.5%
- Yes - Maybe - No - Don't Know BASE: Responded to Question
55.7% 21.6% 14.8% 7.9% (143)
59.6% 20.2% 13.5% 6.7% (142)
58.4% 21.4% 13.5% 6.7% (142)
57.3% 20.2% 15.7% 6.7% (142)
Representative Comments: “I think all of those things are important. I think public safety is number one.” “I think TABOR ends up creating too much overhead.” “I just think it’s important to pay well the people that serve our Town, the firefighters and the policemen. I just think it’s one of the things that make a really good Town when you feel protected and know that you’re going to be taken care of and you know that the money is going to the people that deserve it, then to me it’s totally worth it.” “Just that it does provide a way for us to continue improving the community and our parks and recreation areas.” “As long as it can be regrouped at the end, I don’t necessarily agree with the TABOR law. Every government or individual has a budget, and that’s what they need to achieve are the budget numbers. If the city can do that, by spending more without TABOR then that’s good. It means they should be able to spend more.” “It would definitely depend on what they were going to do with the money. I would have to see where they wanted to spend the money. It sure is not going to be used for bicycle paths and hiking trails. Enough is enough. We have far too many that are not utilized as it is.” “I would be favor of using those funds for parks and recreation, open space, economic development, and roads. I would not be in favor of using it for public safety.”
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C. Like Most / Like Least about "De-Brucing"
The measure generates additional revenue for the Town (30.1%) was reported most often as what respondents liked most about de-Brucing.
Also listed in the liked most category were the benefits of improving specific Town services (23.3%) and allowing the Town greater freedom / flexibility (13.9%) in the allocation of tax revenues/resources.
Mentioned most frequently as what respondents liked least about de-Brucing was the potential for abuse and mishandling of funds (30.6%). Other negative considerations included: didn't like it in the first place / Law should be changed (12.9%) and spending money you don't really have (11.3%). Table 61 Like Most / Like Least about "De-Brucing"
Response – Coded from Open-ended Questions Like Most About De-Brucing - Provides for revenue for the Town - The benefits of improving specific Town services - Gives the Town greater freedom/flexibility - The Town handled it well in the past - Keeps government lean / efficient - Not money I was counting on anyway - Don't know enough about de-Brucing to have an opinion / neutral BASE: Responded to Question
Percent 30.1% 23.3% 13.9% 5.5% 5.5% 2.7% 12.3% (118)
Like Least About De-Brucing - Potential for misuse / not handling funds wisely - Didn't like it in the first place / Law should be changed - Spending money you don't really have - Length of time it is in effect - Other - Don't dislike anything - Don‟t know / not sure BASE: Responded to Question
30.6% 12.9% 11.3% 4.8% 6.5% 11.3% 19.4% (100)
Representative Comments: “It does give government authority and flexibility to the Town management, provided they give clear and readily visible explanations on what they are going to do with the funds.” “It allows a little bit more flexibility to put money away during the fat times, so that when the lean times come, we have a little time to react and it’s not an immediate cutting of services. What I don’t like is that without that limit and without having to come back to the citizens, I think it encourages some corruption and misuse of the money.” “It does provide a revenue option when other forms aren’t strong. I’m not sure what I like least.”
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F. BUSINESS SPECIFIC ISSUES 1. Reasons for Choosing Castle Rock as a Place to Do Business
Just over one third (35.8%) of 2013 business respondents reported that the main reason they chose the Town as a place to do business was I live here / have a home based business.
Castle Rock‟s location was also a significant motivation for businesses selecting Castle Rock: -
Demand for product / unique to area (14.6%) Liked the area (14.2%). Great location / convenient (8.5%)
Other reasons given for locating a business in Castle Rock were: -
Required by Town to license here (8.9%) Bought existing business / building (8.5%)
Table 62 Main Reason for Choosing Castle Rock for Doing Business Reasons
Percent
I live here/have a home based business
35.8%
Demand for product/unique to area
14.6%
Liked the area
14.2%
Required by Town to license here (mostly out of town vendors)
8.9%
Great location/convenient
8.5%
Bought existing business/building
8.5%
Growth potential in area
6.9%
Close to home
4.9%
Other
5.7%
DK/NA/Nothing
3.3%
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2. Did Things Work Out as Expected? - Business
Most business respondents (84.6%) believed that the reasons for which they selected Castle Rock as a place to do business worked out as expected.
There was no identifiable pattern in the reasons given among the few business respondents who indicated that their expectations were not met. Table 63 Did Things Work Out as Expected? - Business
85% 5%
10% Yes
No
Prefer not to answer
3. Business Sales Levels
Study results indicate a substantial level of optimism among business respondents concerning their future sales prospects.
The number of business respondents who felt that their sales would increase (increase a lot + increase a little) rose from 49.4% for the past year to 62.0% for the coming year. There was a corresponding drop in levels for anticipated decrease in sales from the past year to the coming year. Table 64 Comparative Business Sales Levels Business Sales
Past Year
Next Year
Increased - Net
49.4%
62.0%
Increased a lot
10.2%
18.8%
Increased a little
39.2%
43.2%
Stayed the same
22.2%
22.2%
Decreased - Net
19.3%
4.5%
15.3%
3.4%
4.0%
1.1% 11.4%
Decreased a little Decreased a lot Rather not say
9.1%
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4. Business Planning
From a list of selected items, business respondents were asked to specify which business actions would be included in their plans for the coming year.
Again, study results indicate a positive outlook among the Castle Rock businesses participating in the survey.
Compared with 2011 findings, more 2013 business respondents indicated they would:
-
Maintain current employees and their hours (35% < 42%)
-
Increase production (29% < 36%) Hire new employees (19% < 30%)
Additional good news is found in lower comparative levels for: -
Reduce spending on marketing and advertising (17% > 13%) Minimize or eliminate financial investments (16% > 8%)
-
Lay off employees (4% > 1%)
There were no interpretable negative trends in business respondents' plans for the next year. Table 65 Business Actions Planned for the Next Year
Included for the Next Year
2011
2013
Maintain current employees and their hours
35%
42%
Increase production
29%
36%
Hire new employees
19%
30%
Increase spending on marketing and advertising
26%
22%
Reduce spending on marketing and advertising
17%
13%
Make significant financial investments
14%
10%
Reduce some employee hours
7%
8%
Minimize or eliminate financial investments
16%
8%
Reduce employee benefits
5%
5%
Reduce production
3%
2%
Lay off employees
4%
1%
Other
13%
6%
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5. Areas In Which Businesses Need Assistance
Business respondents were also asked to identify areas in which their business may need assistance.
In general, the stated needs of 2013 business respondents were essentially similar to those identified in 2011. In both years, the top two areas of need were: -
Sales and marketing strategies Information technology, internet marketing and social media.
The levels of sales and marketing strategies fell from 38% in 2011 to 24% in the current data, indicating that businesses feel more confident in this area now than two years ago.
Table 66 Areas in Which Businesses Need Assistance
Area
2011
2013
Sales and marketing strategies
38%
24%
Information technology, internet marketing and social media
23%
21%
Customer service and client retention
11%
11%
Recruiting, hiring and training my employees
9%
9%
Leadership and management skills
8%
9%
Understanding my financials
7%
7%
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6. Importance of Public Transportation Options
All business respondents were asked: Do you believe having public transportation options is important to attract and retain jobs and businesses in Castle Rock?
Overall, 2013 business respondents were nearly evenly split on the issue. Levels for yes (38%), no (31%) and don’t know (31%) were statistically equivalent.
Unfortunately, our ability to analyze comparative data is limited by the fact that "don't know" responses nearly doubled from 2011 (16%) to 2013 (31%) surveys.
Examination of only the yes and no responses (disregarding don’t know) shows that the relative number of yes responses rose from 51% in 2011 to 55% among 2103 respondents.
It is also important to note that, higher levels of "don‟t know" responses often indicate a reduction in the salience of an issue in the minds of respondents.
Table 67 Do You Believe Having Public Transportation Options Is Important to Attract And Retain Jobs and Businesses in Castle Rock?
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G. OBSERVATIONS AND RECOMMENDATIONS
The principal findings of the 2013 Community Survey are 1) the Town of Castle Rock enjoys a wide-spread positive image and 2) the actions of Town government have broad-based community support.
The following summary is based upon our analysis of data from the 2013 Castle Rock Community Survey, our knowledge of the environment in which the Town government must operate, as well as Pioneer's experience with public opinion and community-based research. Overall Overall support for Town government is broad-based and encompasses nearly every area in which the Town interfaces with community members. As a whole, Castle Rock residents are more knowledgeable and engaged than residents of many similar communities. Accordingly, they are interested in and sensitive to what their Town government is doing. While study results show a few areas/services which may need fine-tuning, the positive satisfaction levels for Town services / service areas indicates a high level of approval for what the Town is currently doing. Recommendation:
- "Keep on Truckin'" or "Don't Mess with Success" - Continue to provide similar types and levels of service - Address issues of snow removal, coordination of traffic lights, trash and street lighting
Town Priorities / Vision Similarly, study respondents overwhelmingly support the Town's "Vision" planning process as well as the priorities established to guide the Town's strategic decision-making. Recommendation:
- Maintain the current direction and focus of major programs and strategic initiatives through the Vision 2030 planning process.
Small Town Character From reasons to locate to Castle Rock to views on growth and development, the aura of small town character permeates 2013 study findings. Respondents want assurances from Town government that Castle Rock will not "outgrow" the small town character they associate with living and doing business in the Town. Recommendation:
- Maintain small town character across the board - It is important for the Town not to disappoint residents who moved here for the small town amenities by over development - Economic development efforts should target business/industries that "fit into" the small town concept
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Special Events While most study respondents were very pleased with the special events held in the Town, there were a number of suggestions of how their experiences at the Town's special events can be maximized. Recommendation:
- Promote a similar schedule of special events - Continue the positive experiences in and around Starlighting - Notify the public and businesses of event schedules and any "special circumstances / requirements" for participation - Improve traffic flow / control, e.g., shuttles, additional remote parking lots, temporary one-way streets - Maximize opportunities for local business during events, e.g., encourage businesses to stay open during special events
Long-Term Water Solutions Overall, the community is pleased with Town government's efforts to obtain a long term water supply for Castle Rock. There is confidence that the Town government is headed in the right direction. Recommendations:
- Keep the community informed of decisions concerning a long term water solution. - Provide updates on issues still being address and the progress of the actions being taken
Growth / Economic Development The issues surrounding growth and economic development are complicated by the fact that permits have already been issued for a full "build-out" within Town limits. Balance the development of new business areas with the need for a strong, vibrant centrally located, downtown area. Give people a place to go for activities, special events, dining, shopping, and entertainment. Recommendations:
- The Town should continue to stress balance in its economic development efforts - Communications should directly address the importance of maintaining Castle Rock's small town character when making decisions concerning growth and economic development - Assure the community that the Town intends to control / monitor both the pace and timing of development - Any notion that "any growth is good growth" needs to be discredited
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"De-Brucing" If there are no major changes in economic or political conditions between now and a referendum, Castle Rock voters will likely approve an indefinite "de-Brucing" initiative. Voters would almost certainly approve "de-Brucing" efforts that included a definite time limitation and / or if the funds were dedicated to supporting specific Town services. Recommendations:
- "De-Brucing" is ready to go to the voters
Communication Our experience with research among communities in the U.S. shows an increasing need for local governments to be specific in developing communications. More and more, residents and business owners expect to be kept informed of the actions and intentions of local government -including the reasons behind all major decisions, especially long-term water solutions, planning, zoning, and economic development. Recommendations:
- Consistency in "talking points" among Town officials is as critical as consistency in imaging and branding. - Communications should be broad-based employing all formal and informal communication channels - Continue to emphasize the proportion of property taxes that are actually allocated to the Town
.
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Appendix A Survey Question Outline Resident & Business Combined The Town of Castle Rock invites you to provide feedback that will assist with strategic planning and decision making for the future of our community. Your participation is crucial for assisting us in planning the Town‟s priorities, so please be as honest and thoughtful as you possibly can. Because a third-party research company is conducting the survey, your responses will remain anonymous and confidential.
QUESTIONS THAT APPLY TO ALL Survey Qualifications 1. 18 or older? 1. Yes – 18 or older 2. No [Thank & Terminate]
The first series of questions involves your overall opinions of living/working in Castle Rock 2. First, please rate each of the following aspects of the quality of life in Castle Rock, on a 5-point scale from 1 = “poor” to 5 = “excellent.” 1. 2. 3. 4. 5. 6. 7.
Castle Rock as a place to live Your neighborhood as a place to live Castle Rock as a place to raise children Castle Rock as a place to retire Cost of living in Castle Rock Sense of community or cohesiveness in Castle Rock Overall quality of life in Castle Rock
3. Next, rate each of the following aspects and amenities of Castle Rock, on the same 5-point scale, from 1 = “poor” to 5 = “excellent.” 1. Access to goods and services (retail opportunities) 2. Employment opportunities 3. Opportunities for youth 4. Availability of healthy lifestyle activities 5. Transparency of Town finances 6. Entertainment options 7. Housing options 8. Arts and culture 9. Overall aesthetic appearance of the Town 10. Overall reputation of the Town
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4. To what extent do you agree with the following statements on a 5-point scale from 1 = “strongly disagree” to 5 = “strongly agree”? 1. 2. 3. 4. 5. 6. 7. 8.
I feel safe in Castle Rock I have confidence in my Town government I feel informed regarding Town happenings and initiatives I care about the future of Castle Rock I am interested in participating in planning for the future of our Town I am satisfied with the leadership of the Town‟s elected officials I have opportunities to provide input for Town planning and development Castle Rock is a good place to own or operate a business
Now, we would like get your thoughts on Castle Rock's Vision 2020 plan Vision 2020 is the Town's collective concept of what it wants to become in the future. The purpose of the Vision is fourfold: declaring Castle Rock's common goals, guiding Town decisions, uniting the community with a common purpose and motivating both citizens and leaders to meet the Vision's goals.
As you may know, the Town's Vision 2020 Plan is based on Four Cornerstone Issues: To preserve Castle Rock's character as a distinct and physically separate community that is the center of Douglas County To ensure the Town is carefully planned to accommodate the needs of existing and future residents while preserving and protecting Castle Rock’s Town identity and quality of life
A
Town Identity
B
Community Planning
C
Community Services
To ensure that all necessary community services are provided to support the public interest and well-being of all Castle Rock residents and businesses
D
Local Economy
To promote economic self-sufficiency and long-term stability of the local economy to provide residents with a broad range of employment opportunities and to provide the Town with a healthy tax base
5. Based on this information about the Vision 2020 Plan and your experience in the Town, do you think Castle Rock has upheld these cornerstones up to this point in time? 1. 2. 3. 4.
Yes No Maybe Don‟t know
[Skip to Q7]
6. Please explain your answer. Why or why not? [Be as specific as possible]
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The Town this year is updating its long-term community vision document. Should these cornerstones be retained in the updated community vision? [Display Cornerstones one at a time and record answer for each] 7a. Town Identity - To preserve Castle Rock's character as a distinct and physically separate community that is the center of Douglas County
1. Yes 2. No 3. Maybe 4. Don‟t know 7b. Community Planning - To ensure the Town is carefully planned to accommodate the needs of existing and future residents while preserving and protecting Castle Rock’s Town identity and quality of life
1. 2. 3. 4.
Yes No Maybe Don‟t know
7c. Community Services - To ensure that all necessary community services are provided to support the public interest and well-being of all Castle Rock residents and businesses
1. 2. 3. 4.
Yes No Maybe Don‟t know
7d. Local Economy - To promote economic self-sufficiency and long-term stability of the local economy to provide residents with a broad range of employment opportunities and to provide the Town with a healthy tax base
1. 2. 3. 4.
Yes No Maybe Don‟t know
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Now, think about the specific priorities the Town has set for planning the immediate future The five major priorities that will guide the Town‟s 2013 planning and budgeting efforts 1. Securing our long-term renewable water future 2. Completing the North Meadows Extension by 2015 3. Providing outstanding public health and safety services 4. Creating jobs/expanding the tax base 5. Opening Phase One of Philip S. Miller Park in 2014 Because the Town has previously made tough decisions to effectively weather the nationwide financial downturn, 2013 will provide the Town an opportunity to address a number of needs and begin various priority projects. These additional priorities include: constructing a new fieldhouse in Philip S. Miller Park; updating the Vision 2020 and the 2020 Comprehensive plans; Interstate 25 corridor planning; and maintaining high-quality Town services.
8. Again, based on this information and your experience in the Town, do you think the Town is on the right track with these priorities? 1. 2. 3. 4.
Yes No Maybe Don‟t Know
[Skip to Q10]
9. Once more, please explain your answer. Why or why not?
10. If there was ONE thing your Town government could do to improve your quality of life in Castle Rock, what would it be? [Please be as specific as possible]
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The next section concerns your interactions with several key Town departments 11. The Castle Rock Police Department maintains public safety in Castle Rock and enforces laws within Town. Have you had the need to call on the Castle Rock Police Department in the past two years? 1. Yes [Ask Q12] 2. No [Skip to Q14] 3. Prefer not to say [Skip to Q14] 12. Please indicate which of the following Police services you have utilized in the past. [For each service used]: How would you rate [service] on a scale of 1-5 where 1 is “poor” and 5 is “excellent”? 1. 2. 3. 4. 5.
Communication with 911 dispatcher Frequency of patrols Response time Courteousness of responding officer Process of filing/obtaining a police report 6. Animal services
7. Community policing (neighborhood/school issues) 8. Investigations 9. Victim‟s assistance 10. Traffic enforcement 11. Front counter (fingerprinting, VIN verification, etc.) 12. Police services overall
13. On a scale of 1-5, from 1 = “least important” to 5 = “most important,” please indicate the importance of the following Police services. 1. 2. 3. 4. 5. 6. 7. 8. 9.
Communication/911 dispatch Response time Records (police reports) Animal services (barking dogs, pet licenses) Community policing (neighborhood/school issues) Investigations Victim‟s assistance Traffic enforcement (speeding, accidents, etc.) Front counter (fingerprinting, VIN verification, etc.)
14. The Castle Rock Fire and Rescue Department protects the life and property of Castle Rock residents. Have you had the need to call on the Castle Rock Fire and Rescue Department in the past two years? 1. Yes [Ask Q15] 2. No [Skip to Q17] 3. Prefer not to answer [Skip to Q17]
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15. Please indicate which of the following Fire and Rescue services you have utilized in the past. How would you rate these services on a scale of 1-5 where 1 is “Poor” and 5 is “Excellent”? 1. 2. 3. 4. 5. 6.
Rescue response Medical emergency response Hazardous materials response Fire prevention (Firewise and other education programs) Fire suppression (fighting structure, wildland and vehicle fires) Fire and Rescue services overall
16. On a scale of 1-5, with 1 being “Least Important” and 5 being “Most Important”, please indicate the importance of the following Fire and Rescue services. 1. 2. 3. 4. 5. 6. 7. 8. 9.
Response time in general Rescue response quality Medical emergency response quality Hazardous materials response quality Training for first responders Public education about Fire and Rescue services and procedures Fire prevention (Firewise and other education programs) Fire suppression (fighting structure, wildland and vehicle fires) Equipment quality
17. The Public Works Department plans, designs, maintains and repairs roadways within the Town and provides a broad range of services to ensure that Castle Rock's transportation system keeps pace with the Town's growth. Please rate the following services provided by the Castle Rock Public Works Department on a 5-point scale from 1 = “poor” to 5 = “excellent.” 1. Quality of roads/absence of potholes 2. Snow removal 3. Convenience and accessibility of roads 4. Traffic signal timing 5. Cleanliness and litter pickup
6. Modes of transportation offered (walking, cycling, driving) 7. Neighborhood street safety 8. Level of lighting on streets 9. Public Works Department overall
18. The Castle Rock Water/Utilities Department functions include daily operations, maintenance, asset management, upgrades and expansions associated with maintaining the Town's water, wastewater and stormwater systems. How would you rate the Utilities Department on the following service areas? Please use a 5-point scale from 1 = “poor” to 5 = “excellent.” 1. Overall quality of water [taste, purity] 2. Water treatment, storage and distribution 3. Major construction projects 4. Securing and managing long-term water supplies 5. Wastewater planning, engineering, conveyance and sewer line operation
6. Stormwater planning and floodplain program administration 7. Rates / fees / billing / collections 8. Appeal process / problem resolution 9. Customer service 10. Water conservation programs 11. Cost of water 12. Water/Utilities Department overall
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19. The Development Services Department is responsible for current and long-range planning, zoning, building inspections, code enforcement, land-use planning, land-use review and permit coordination. Have you interacted with the Development Services Department in the last two years? 1. Yes 2. No
[Ask Q20] [Skip to Q21]
20. Please indicate which of the following Development Services you have utilized in the past. How would you rate these services on a scale of 1-5 where 1 is “poor” and 5 is “excellent”? 1. 2. 3. 4. 5. 6. 7.
Aesthetics/quality of structures in Town Experience with building requests for home improvement projects Responsiveness to development requests Cost of permits Timeliness of development projects Availability of economic development assistance Development Services overall
21. The Parks and Recreation Department enhances the quality of life and well-being of residents by developing parks and trails; preserving open space; and offering quality programs and facilities to meet the community's needs. Please rate the following services/aspects of the Parks and Recreation Department on a scale of 1-5 where 1 is “poor” and 5 is “excellent.” 1. 2. 3. 4. 5. 6. 7. 8.
Quality of parks Availability of parks Quality of playgrounds Availability of trails and open spaces Quality of trails and open spaces Aquatics class offerings Aquatics facilities [indoor and outdoor] Athletics programs
9. Recreation Center fitness programs 10. Recreation Center exercise equipment 11. Special Interest programs 12. Youth offerings 13. Quality of special events 14. Recreation fees 15. Red Hawk Ridge Golf Course
22. With the approval to begin construction of Phase One of Philip S. Miller Park and Fieldhouse in 2013, attention is being given to the programming of those facilities, which will open in 2014. Town Council and the Parks and Recreation Commission want your input on the elements and events that will be included. Please rate the importance of the following functions on a 5-point scale from 1 = “not at all important” to 5 = “extremely important.” 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Concerts featuring regional and national acts Concerts featuring local artists Exhibits / craft fairs Performing arts venue Local events – July 4 celebration, etc. Sporting events School events – graduations, etc. Educational programs Fitness programs Other [Please be specific]: _______________
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23. The Castle Rock Municipal Court handles minor traffic offenses and criminal violations, as well as parking tickets. Have you had the need to visit and/or interact with the Castle Rock Municipal Court in the past two years? 1. Yes [Ask Q24] 2. No [Skip to Q25] 3. Prefer not to answer [Skip to Q25] 24. How would you rate the following Municipal Court services on a scale of 1-5 where 1 is “poor” and 5 is “excellent”? 1. 2. 3. 4.
Time of court appointment Plea by mail Plea by website Experience of being in court
The following section deals with your views of selected Town services 25. The Town of Castle Rock is currently faced with competing priorities in an environment of constrained revenues, and will have to make decisions on which Town core services to focus. Please sort the following list of services into those you consider to be core (essential) Town services vs. peripheral (nonessential) Town services. Only 10 core services may be identified.
Core (essential) Town services or peripheral (nonessential) Town services 1. Law enforcement 2. Fire suppression 3. Emergency medical services 4. Fire prevention/inspection 5. Parks in every neighborhood 6. Land-use and zoning 7. Recreation facilities and programs 8. Public transit 9. Safe and reliable water supply 10. Wastewater conveyance 11. Storm water services 12. Preserving open space 13. Providing a connected trails system 14. Road/sidewalk/curb maintenance 15. Code enforcement (weeds, signage) 16. Municipal Court
17. Current and long-range planning 18. Snow and ice removal 19. Technology infrastructure (broadband Internet, etc.) 20. Animal control 21. Youth programs 22. Senior programs 23. Public information/communication 24. Community events 25. Financial monitoring/reporting 26. Maintaining safe public buildings 27. Building inspections 28. Maintaining safe parks 29. Economic development (attracting jobs and new businesses)
26. The Town is pursuing solutions to secure long-term renewable water. Please choose the one statement below that best describes your current feelings about the long-term water issue. [Select only one answer] 1. I am familiar with the Town‟s water needs and have kept up with developments 2. I am not familiar with the Town‟s water needs, but would like to know more so that I can make an informed decision 3. I have some serious concerns about the Town‟s long-term water plan 4. I want my Town government to make the best decision for me on our future water needs 5. I don‟t care, as long as I still have water coming out of my faucet Pioneer: Town of Castle Rock 2013 Community Survey – Final Report 101
To help the Town in its communications programs, please answer the following questions about your communication and media preferences 27. Please indicate which media services or devices you utilize regularly. [Present list. Select all that apply] 1. 2. 3. 4.
Comcast Cable Satellite TV (Dish/DirecTV) Broadband Internet connection/Wi-Fi Tablet (iPad, Samsung Galaxy)
5. Smartphone 6. Feature/regular mobile phone 7. Other device [Please be specific]: ____________________________
28. Which of the following social media does your household use regularly? [Select all that apply] X. 1. 2. 3. 4. 5.
Do not use social media Facebook Twitter LinkedIn Pinterest Tumblr
6. 7. 8. 9. 10. 11.
YouTube Google+ MySpace Reddit (user-generated news links) Blogger Other [Please specify]: _______________
29. From the following, please choose the formats you prefer for communicating with/receiving information from the Town of Castle Rock. 1. Direct mail (including third-party magazines, newsletters) 2. Email (including CRgov.com subscriptions) [Ask Q30] 3. Social media 4. Denver Post/YourHub 5. Castle Rock News-Press 6. Watching local television news 7. Local radio stations 8. Your Town Talk (water bill newsletter) 9. Town‟s website 10. Calling Town Hall 11. Open houses regarding Town projects 12. Cable Channel 22 13. Hearing from my neighbors or other residents 14. Through my HOA (website, newsletter, etc.) 15. I prefer not to communicate with the Town 16. Other [Please specify]: _________________ 30. If [Email in Q29] Please supply your email address if you wish to receive updates from the Town. If you already receive emails from the Town, they will not be duplicated. Email address: _______________________@_______________________ 31. Have you accessed the Town‟s website – CRgov.com? 1. Yes 2. No
[Ask Q32] [Skip to Q34]
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32. Rate the following aspects of Castle Rock‟s website using a 5-point scale from 1 = “not at all useful” to 5 = “very useful.” 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
Overall look and feel / format Projecting proper image of Castle Rock Ease of navigation Quality / accuracy of information Value of external links Increased transparency - new Property tax calculator - new Trail elevation information - new Availability of needed information Ease of providing feedback Castle Rock‟s website overall
33. What suggestions do you have for improving the Town‟s website? [Please be as specific as possible] The next section concerns your opinions of special events in Castle Rock
34. The Town of Castle Rock has established a reputation for hosting very successful special events and activities. Using a 5-point scale from 1 = “strongly disagree” to 5 = “strongly agree,” please indicate your level of agreement with each of the following statements concerning special events in Castle Rock. 1. Special events help promote awareness of Castle Rock‟s amenities to both residents and visitors 2. The LED sign in front of Town Hall is an effective way of promoting/giving details about special events 3. Special events increase commerce in Castle Rock 4. Special events are worth disruption of regular Town activities 5. The traffic associated with special events is not a major problem 6. Special events are worth the public dollars spent 7. Special events are worth the public and private personnel resources expended 8. Overall, special events are valuable to the Town of Castle Rock 35. To help the Town determine the focus of special events, please rate the overall importance to you of each of the following events categories. Use a 1-5 scale from 1 = "not at all important" to 5 = "extremely important." 1. 2. 3. 4.
Arts and food [Artfest, Wine Fest, Taste of Douglas County] Civic and heritage [Starlighting, July 4th fireworks, Downtown walking tours] Sports activities [Running events, Elephant Rock/criterium, Tri the Rock] Healthy living/nature [Healthy Living Expo, Spring up the Creek, National Trails Day, Bike to Work Day] 5. Family fun [Starlight Summer Movies, Trick or Treat Street, Music in the Meadows, Daddy Daughter Ball, festivals, etc.] Pioneer: Town of Castle Rock 2013 Community Survey – Final Report
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36. Below is a list of some annual special events in Castle Rock. For each, please indicate if you were aware of the event before this survey and if you attended the event in the past year. If you did attend the event during 2012-2013, please rate your overall experience at the event on a 5-point scale from 1 = "poor" to 5 = "excellent."
Event 9Health Fair Artfest Backyard Summer Campout Bike to Work Day Castle of Terror Classic Rock Cruise-in car show Daddy Daughter Ball Douglas County Fair Parade Douglas County Fair and Rodeo Ducky Derby Elephant Rock Ride ERock Twilight Criterium Farmers Market FidoFest Healthy Living Expo Hoopla basketball tournament July 4 fireworks/festival [Do not include In q38b-c] Music in The Meadows Oktoberfest Paint-A-Thon Pedal the Moon Pooch Plunge Rawhide at the Rock Ridgeline Rampage bike race Rink at the Rock Spooktacular Spring Up the Creek Starlight Summer Movie Series Starlighting Tri the Rock Trick or Treat Street Turkey Rock Trot Winefest
38a. Aware Of Before Survey
38b. Attended in Past Year
38c. Rating of Overall Experience
37. What suggestions/comments do you have for special events in Castle Rock? [Please include comments about current events and suggestions for additional events]
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Growth / development 38. Please indicate how much you agree with each of the following statements concerning development in Castle Rock. Use a scale from 1 = “strongly disagree” to 5 = “strongly agree.” 1. Creating primary jobs and a quality business climate and growing the tax base are critical to the Town‟s long-term stability 2. The Town should continue to offer financial assistance to help attract new businesses and retain and expand existing businesses 3. Careful planning for the development of the I-25 corridor (land use, signage, access) is needed to insure proper balance between sustaining economic interests and maintaining the Town‟s character 4. Continued economic growth will depend, in part, on providing adequate workforce housing and transportation 5. Maintaining and improving the Downtown is important to Castle Rock‟s small-town character, sense of community and economic vitality 6. The Town‟s vision is to be a world-class community with a small-town character. All economic development efforts should maintain Castle Rock‟s small-town character 39. What aspects of business development do you feel are most important? Please rank from 1 to 8. 1. 2. 3. 4. 5. 6. 7. 8.
Creation of high-paying jobs Creation of any jobs Retaining and expanding existing local businesses Attracting new businesses offering goods, services or employment currently not sufficiently available in Castle Rock Expanding the tax base to help local governments provide quality services with less reliance on requesting tax increases High-quality aesthetic appearance of new business development Redeveloping older business areas within Town Other (be specific)
40. What does small-town character mean to you? 41. Castle Rock‟s population topped 50,000 residents in 2012 and is anticipated to grow to more than 100,000 residents by the time the Town is fully built out in 2065. Do you believe smalltown character has a place in Castle Rock‟s future? [Please be specific]
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42. Given the recent economic uncertainties, how would you describe your general personal economic circumstances during the past year? 1. 2. 2. 3. 4. 5.
Improved a lot Improved a little Stayed the same Decreased a little Decreased a lot Rather not say
43. How hopeful are you that the local economy will continue to recover in the next one to two years?
1. Very hopeful 2. 3. 4. 5. 6.
Somewhat hopeful Neutral Somewhat doubtful Very doubtful Rather not say
44. On a scale of 1-10 this time, with one as LEAST LIKELY and 10 as MOST LIKELY, how likely would you be to recommend Castle Rock to someone else? 1. As a place to live? 2. As a place to work? 3. As a place to visit? 45. Did you vote in the last Town election? 1. Yes [Skip to Q48] 2. No [Ask Q47] 3. Rather not say [Skip to Q48] 46. Why not? [Please be Specific]
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Your answers to the following questions will provide Town officials with input for decisions on a variety of issues facing Castle Rock 47. Consideration is being given to requesting voter approval of a new lodging tax, which would be placed on per night hotel room rentals within the Town limits. Only those staying in hotels in Town would pay the tax, likely of 3%-5%. The proceeds could be spent on marketing the community to increase tourism and related economic activity, support special events and otherwise promote increased commerce in Castle Rock. On a scale from 1 = “strongly oppose” to 5 = “strongly favor,” please indicate how much you favor/oppose the implementation of a lodging tax for the Town of Castle Rock? 48. Overall, how concerned are you about the following issues Castle Rock may want to further address in the near future? Please use a scale from 1 = “not concerned at all” to 5 = “extremely concerned.” 1. 2. 3. 4. 5. 6. 7.
More recycling options Improved traffic flow, including traffic signal timing Additional public transit services within Town Public transit services to the Denver and Colorado Springs areas Establishing a Downtown railroad quiet zone to reduce train horn noise Reducing Town tax rates Other
49. For which of the following fixed-route transit services would you be willing to pay a new tax in addition to ride fares? [Present list one at a time and get answer for each] 1. Local fixed-route service similar to the Town‟s former bus system (CATCO) 2. Regional service/connectivity to Denver and/or Colorado Springs 3. Demand-response/call-and-ride service 50. In your opinion, is it an appropriate role of Town government to: [Present responses one at a time and get answer for each.] 1. Yes 2. No 3. Maybe 4. Don’t know a. Provide financial support for special events such as Starlighting, the County Fair Parade, Artfest, Downtown summer movies and Fourth of July fireworks? b. Provide financial support to efforts to attract new businesses and retain and expand existing businesses? c. Provide financial support to make available to the public the Castle Rock Museum? d. Provide financial support to make available the Castle Rock Senior Center facility, programs and senior transportation services? e. Provide financial support for special Downtown projects such as Rink at the Rock, overhead lights on Wilcox Streets or improving the facades of Downtown buildings? f. Provide financial support for affordable housing activities such as foreclosure assistance, first-time homebuyer assistance and affordable housing for senior citizens or low- to moderate-income families? g. Provide financial support to assist at-risk Castle Rock families and youth access to needed social services in order to reduce criminal or other negative behaviors?
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DEMOGRAPHICS D1. Which of the following categories includes your age? 1. 2. 3. 4. 5. 6. 7. 8.
18-24 25-34 35-44 45-54 55-64 65-74 75 or older Prefer not to answer
D2. What is your gender? 1. Male 2. Female 3. Prefer not to answer D3. How would you classify your ethnic background? 1. 2. 3. 4. 5. 6. 7. 8. 9.
White alone Black alone American Indian alone Asian alone Pacific Islander alone Some other race alone Two or more races Hispanic origin (any race) Prefer not to answer
D4. Including yourself, other adults, and children, how many persons currently live in your household?
1
2
3
4
5
6
7
8
9 or more
D5. What is your home ZIP code? D6. How would you classify your annual household income? 1. Under $25,000 2. $25,000 - $49,999 3. $50,000 - $74,999 4. $75,000 - $99,999 5. $100,000 - $149,999 6. $150,000 - $199,999 7. $200,000 or more 8. Prefer not to answer Pioneer: Town of Castle Rock 2013 Community Survey – Final Report
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Questions that apply to residents only [Beginning of residents' survey] R1. Please confirm that you are a resident of the Town of Castle Rock. 1. Yes, I am a resident 2. No [Terminate] R2. Do you also own a business within the Castle Rock Town limits? 1. Yes 2. No R3. How long have you lived in Castle Rock? 1. 2. 3. 4. 5.
Less than 2 years 2-5 years 6-10 years 11-20 years More than 20 years
R4. Do you live north or south of Highway 86? R5. Do you live east or west of I-25?
1. East
1. North
2. South
2. West
R6. From the list below, please select the one neighborhood in which you live. [Accept only one response] Brookside Castle Highlands Castle Meadows Castle North Castle Oaks Castleton Castlewood Ranch Citadel Station Craig & Gould Crystal Valley Ranch Diamond Ridge Downtown Escavera Founders Village Glovers
Hazen Moore / The Haven The Meadows Memmen Ridge Metzler Ranch Milestone Plum Creek Red Hawk Sapphire Pointe Scott II Westside The Woodlands Young / American Other neighborhood/area [Please specify]: ___________________
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R7. With many communities from which to choose, why did you select Castle Rock as a place to live? [Please be as specific as possible] R8. Overall, did those reasons work out as expected? 1. Yes [Ask QR9]
2. No
[Ask QR9]
3. Prefer not to answer
[Skip to QR10]
R9. Please explain. [Please be as specific as possible]
R10. Do you own property in Castle Rock? 1. Yes 2. No 3. Prefer not to answer
R11.
In total, about how much do you pay in property taxes per year? Amount: $_______
R12.
[Ask QR11] [Skip to Next Series] [Skip to Next Series]
[If Don't know/Refused, Skip to Next Series]
Of that total, how much do you estimate gets allocated to the Town? Amount: $_______
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Questions that apply to businesses only [Beginning of business owners' survey] B1. Please confirm that you own a business licensed by the Town of Castle Rock. 1. Yes – Business owners 2. No [Terminate] B2. Do you also live within the Castle Rock Town limits? 1. Yes – Resident 2. No B3. How long has your business been licensed in Castle Rock? 1. 2. 3. 4. 5.
Less than 1 year 1-2 years 3-5 years 6-10 years More than 10 years
B4. Is your business located within the Town limits of Castle Rock? 1. Yes [Ask Q5 & Q6] 2. No [Skip to Q7] B5. Is your business located north or south of Highway 86?
B6. Is your business located east or west of I-25?
1. North
1. East
2. South
2. West
B7.With many communities from which to choose, why did you choose to obtain a license to do business in Castle Rock? [Please be as specific as possible] B8. Overall, did those reasons work out as expected? 1. Yes [Ask QB8] 2. No [Ask QB8] 3. Prefer not to answer [Skip to QB9] B9. Please explain. [Please be as specific as possible] B10. In the past year, have your business sales: 1. 2. 3. 4. 5. 6.
Increased a lot Increased a little Stayed the same Decreased a little Decreased a lot Rather not say
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B11. In the next year, do you think your business sales will: 1. 2. 3. 4. 5. 6.
Increase a lot Increase a little Stay the same Decrease a little Decrease a lot Cannot say
B12. Of the following, please select those that are included in your business plans for the next year. 1. Lay off employees 2. Reduce some employee hours 3. Reduce employee benefits 4. Maintain current employees and their hours 5. Hire new employees 6. Make significant financial investments 7. Minimize or eliminate financial investments 8. Reduce production 9. Increase production 10. Reduce spending on marketing and advertising 11. Increase spending on marketing and advertising 12. Other [Please be as specific as possible]: _______________________________ B13. As a business owner, please identify the areas in which you need assistance. 1. 2. 3. 4. 5. 6. 7.
Leadership and management skills Sales and marketing strategies Understanding my financials Recruiting, hiring and training my employees Information technology, internet marketing and social media Customer service and client retention Other (please describe)
B14.Do you believe having public transportation options is important to attract and retain jobs and businesses in Castle Rock? 1. Yes 2. No 3. Don't know
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B15. What classification best fits your business? 1. Agriculture 2. Amusement/entertainment 3. Automotive 4. Construction/developers 5. Education 6. Financial 7. Health care 8. Hotel/lodging 9. Insurance/real estate 10. Manufacturing/processing
11. Professional services (attorney, CPA, etc.) 12. Public utilities 13. Publisher/printers 14. Restaurant, café, caterer 15. Retail 16. Wholesale/distributor 17. Customer service 18. Nonprofit organization 19. Other [Please describe]: __________
B16. Where is your business located? 1. Home-based business 2. Retail, free-standing business 3. Retail center location
4. Office, free-standing business 5. Office complex 6. Other [Please describe]: _________
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Follow-up research We are interested in talking further by phone to residents and business owners about some of the issues in this survey. Would you be willing to receive a call from a researcher lasting no longer than 10 minutes to clarify your perspectives on the Town‟s priorities? Responses will remain confidential, and no names will be identified. In exchange for your time, those who complete the phone follow-up will be sent a $20 gift certificate to the Clubhouse Grill at Red Hawk Ridge Golf Course. 1. Yes, I am willing to talk to a researcher about my perspectives on the Town [Record Contact Information] 2. No, I am not interested
[Go to Closing]
Thank you for your willingness to help! The phone interviews will take place over the next month. Please provide your contact information below. -
Name Phone Number Street Address City State Zip Code
From time to time, the Town of Castle Rock would like residents to weigh in on certain issues, give feedback on programs and initiatives, and generally keep the Town informed on their opinions, desires and needs. To that end, we would like to invite you to become a member of an ongoing online research panel. You may receive up to three emailed surveys per year on specific topics such as Parks and Recreation usage, upcoming issues such as long-term water, etc. If you would like to participate in future surveys and help the Town of Castle Rock in planning the future of our community, please supply your name and email address below. This information will be provided to the Town. -
Name Email address
CLOSING Thank you for your response! If you would like to be entered to win one of three $100 Visa gift cards and you have not already provided your contact information, please provide it below. The winner will be contacted no later than July 1. -
Name Phone number Email address
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Appendix B
Research Communication Materials
1. Invitation Letter to Residents 2. Invitation Letter to Businesses 3. Email Invitation 4. Postcard
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1. Invitation Letter to Residents
Survey ID# Name Address City, State, Zip
The Town of Castle Rock Wants to Hear From You! Dear Town Residents: It is important that the Town of Castle Rock understands the views, opinions and needs of its residents in order to plan for our future as a community. We would like to invite you to participate in the Castle Rock 2013 Community Survey. Topics include how well the Town is doing its job and what the Town‟s priorities should be. Please provide your opinions online via the 2013 Community Survey. To protect your privacy, an independent research firm – Pioneer Marketing Research – will be conducting the survey for the Town. Your responses will remain anonymous and confidential. All respondents will be entered into a drawing to win one of three $100 Visa gift cards as a token of the Town‟s appreciation for your time and input. Survey results will be reported to Town Council and the community this summer. Please take the time to provide your candid feedback. It helps the Town to improve. Surveys must be received by April 19, 2013. To take the online survey, go to the link listed below and enter your personal Survey ID# located at the top of this form. Survey link: http://www.crresidentsurvey.com For questions about the survey, please contact
[email protected], or call 800-742-6122. Thank you in advance for your input and participation!
Paul Donahue Mayor
< Por información para completar su estudio en español, llame Carlos al 1-800-742-6122 >
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2. Invitation Letter to Businesses Survey ID# Name Address City, State, Zip
Castle Rock Needs Business Owners’ Feedback: Your Opinion Counts! Dear Business Owner/Manager: Give important feedback that will help the Town budget and plan for its future by participating in the Castle Rock 2013 Community Survey, being conducted in March and April. As a business owner, what do you think the Town of Castle Rock‟s priorities should be? What assistance do you need, and what are your business‟s future plans? The Town, Castle Rock Chamber and Castle Rock Economic Development Council want to know your views on these and other issues important to the economic vitality of our community. Please provide your opinions online via the 2013 Community Survey. To protect your privacy, an independent research firm – Pioneer Marketing Research – will be conducting the survey for the Town. Your responses will remain anonymous and confidential. All respondents will be entered into a drawing to win one of three $100 Visa gift cards as a token of the Town‟s appreciation for your time and input. Survey results will be reported to Town Council and the community this summer. Please take the time to provide your candid feedback. It helps the Town to improve. Surveys must be received by April 19, 2013. To take the online survey, go to the link listed below, and enter your personal Survey ID# located at the top of this form. Survey link: http://www.crbusinesssurvey.com For questions about the survey, please contact
[email protected], or call 800-742-6122. Thank you in advance for your input and participation!
Paul Donahue Mayor < Por información para completar su estudio en español, llame Cecilia al 1-800-742-6122 >
3. Email Invitation Pioneer: Town of Castle Rock 2013 Community Survey – Final Report
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< Survey ID#: 1919191 >
The Town of Castle Rock Wants to Hear From You! During a previous community survey, you provided the Town with your email address and indicated that you would be willing to participate in the Town's follow-up research effort. We invite you to participate in the Castle Rock 2013 Community Survey. To protect your privacy, an independent research firm – Pioneer Marketing Research – will be conducting the survey for the Town. Your responses will remain anonymous and confidential. All respondents will be entered into a drawing to win one of three $100 Visa gift cards as a token of the Town‟s appreciation for your time and input. Survey results will be reported to Town Council and the community this summer. Please take the time to provide your candid feedback. It helps the Town to improve. Surveys must be received by April 19, 2013. To take the online survey, go to the link listed below and enter your personal Survey ID# located at the top of this form. Survey link: http://www.crresidentsurvey.com For questions about the survey, please contact
[email protected], or call 800-742-6122. Thank you in advance for your input and participation!
Paul Donahue Mayor < Por información para completar su estudio en español, llame Carlos al 1-800-742-6122 >
4. Postcard THE TOWN OF CASTLE ROCK NEEDS TO HEAR FROM YOU! Pioneer: Town of Castle Rock 2013 Community Survey – Final Report
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The Town of Castle Rock invites you to participate in our 2013 Community Survey. To protect your privacy, an independent research firm is conducting the survey for the Town. Your responses will remain anonymous and confidential. All respondents will be entered into a drawing to win one of three $100 Visa gift cards as a token of the Town‟s appreciation for your time and input. Please take the time to provide your candid feedback; it helps the Town to improve. Surveys must be received by May 3, 2013. To take the online survey, go to the link listed below and enter the Survey ID# -- located at the bottom of the address on the front of this card. Be sure to type the survey link in your computer's address bar (usually located near the top left of your screen), and not in a search engine like Google, Bing, or Yahoo. Survey link: http://www.crresidentsurvey.com For more information, contact
[email protected], or call 800-7426122. Thank you in advance for your input and participation!
Paul Donahue, Mayor
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