Juneau Household Waterfront Opinion Survey

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2 Juneau Household Waterfront Opinion Survey Prepared for: City and Borough of Juneau Prepared by: April 13, 2004

3 TABLE OF CONTENTS Executive Summary...1 Introduction and Methodology...6 Survey Results...7 Renovation of Existing CBJ Docks...7 Reasons for Supporting Renovation of Docks...8 Reasons for Opposing Renovation of Docks...9 Subsample Analysis Summary Table: Reasons for Supporting or Opposing Renovation...10 Building a Cruise Ship Pier Near Gold Creek...11 Support/Opposition of Building a Cruise Ship Pier Near Gold Creek...11 Reasons for Opposing Building a Pier Near Gold Creek...13 Subsample Analysis Summary Table: Reasons for Supporting or Opposing Building a Pier...14 Preferred Waterfront Development Options...15 Most Favored Option for Future Waterfront Development in Juneau Harbor...15 Importance of Limiting All Cruise Ship Docks to the Downtown Area...16 Survey Sample Profile...17

4 EXECUTIVE SUMMARY Purpose The purpose of this Juneau Household Waterfront Opinion Survey is to provide a statistically valid measure of community opinion on the specifics of two forms of cruise-related waterfront development identified in the recent planning process the renovation of the CBJ dock to allow two larger ships to tie up, and the development of a new pier across from the Foodland Center. The specific content of this survey is addressed with statistical accuracy in this research. The City and Borough of Juneau Assembly and administration requested an accurate measure of public opinion on the alternatives and a detailed analysis of specific issues and concerns by those who voice support and opposition to each development alternative. Methodology The Juneau Household Waterfront Opinion Survey is a statistically valid telephone survey of 505 households with a maximum margin of error of +4.5 percent with a 95 percent confidence interval. This means that readers can be 95 percent certain that the statistics resulting from the survey are within +4.5 percent of the true characteristics of the population being sampled. Random selection ensures a representative geographic distribution of the sample. The McDowell Group utilized the random digit dial method to ensure representation of both listed and unlisted telephones. Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 1

5 Renovation of existing CBJ cruise dock facilities Just over one-half of Juneau households (57 percent) support renovation of the existing City and Borough of Juneau cruise dock to allow two large ships rather than one large and one smaller ship. Just over one-quarter (29 percent) oppose this option. Percentages in the following tables are expressed in terms of the total population in the left-hand column and as a percentage of those either supporting or opposing each option in the right-hand column. Importance of Reasons for Supporting Renovation (Percent mentioning reason as important or very important ) % of Total Sample % of Those Supporting Increased visitor spending 49% 85% Municipal revenue Support downtown business Competitive facilities Allow cruise growth Leading reasons for those who support the renovation option are increased visitor spending (49 percent of the total sample considers this reason important or very important), additional municipal dock and tax revenue (48 percent), and keeping business downtown (45 percent). Importance of Reasons for Opposing Renovation (Percent mentioning reason as important or very important ) % of Total Sample % of Those Opposing Pedestrian congestion 23% 77% Vehicle congestion Environmental impacts View obstruction No cruise growth Ship related noise Leading reasons for those who oppose the renovation options are pedestrian traffic congestion (23 percent of all respondents considered this as an important or very important reason for opposing this option), vehicle traffic congestion (22 percent), and environmental impacts (21 percent). Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 2

6 Developing a cruise pier across from Foodland Center near Gold Creek Just over one-half of households (55 percent) oppose establishing a cruise pier in this area. Slightly more than one-third (35 percent) of Juneau households support this development option. Importance of Reasons for Opposing Pier (Percent mentioning reason as important or very important ) % of Total Sample % of Those Opposing Vehicle congestion 46% 83% Environmental impacts Reserve area for other uses View obstruction Pedestrian congestion Channel navigation No cruise growth Away from main retail area Leading reasons for those who oppose this option are vehicle traffic congestion (46 percent of all respondents considered this as an important or very important reason for opposing the pier option), environmental impacts (43 percent), area should be reserved for other uses (42 percent), and obstruction of channel view (41 percent). Importance of Reasons for Supporting Pier (Percent mentioning reason as important or very important ) % of Total Sample % of Those Supporting Spreads traffic impacts 32% 90% Increased visitor spending Stimulate development in downtown area Keeps ships in main harbor Municipal revenue Allow cruise growth Leading reasons cited by those supporting the pier option are the reduction of congestion by spreading traffic impacts over a larger area (32 percent), increased visitor spending from more time in town (30 percent) and stimulation of other development in the pier area (30 percent). Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 3

7 Most Favored Future Waterfront Development Option When asked which option they favored, 33 percent of Juneau households named the renovation option, 20 percent wanted both the renovation and the pier options, and 13 percent favored the pier only. Opposing any further development option was 30 percent of all sampled Juneau households. When adding in the 20 percent that favor both options, renovation support totals 53 percent, a statistic nearly identical to the 57 percent that supported it in the separate question on the renovation option. Total support for the pier option is 33 percent (13 percent pier plus 20 percent both), a number nearly identical to the 35 percent response to the separate question on this option. Importance of Limiting Cruise Ship Docks to the Downtown Area Just over one-half (54 percent) of Juneau households thought it was important or very important to limit cruise docks to the main downtown harbor area. Forty-one percent thought it was not important, meaning further development in other areas of the borough might be acceptable. Overall Ratings for Development Options CBJ Dock Renovation Support 57 Oppose 29 Pier Development Support 35 Oppose 55 Total 54 Limit Development to Downtown Total Not 41 Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 4

8 Selected Analyses Intensity of Support and Opposition In both the renovation and pier options, those opposed were more likely to say their reasons for opposing were very important, while supporters were more likely to say their reason for support were important. In other words, those opposed tended to feel somewhat more intensely on these issues. Opposition and Support The primary focus of this survey is to quantify specific reasons for support or opposition so those concerns can be addressed in the planning process. However, one factor included in the survey speaks to generalized support or opposition, and that is the question of whether the cruise industry should or should not be allowed to grow. Analysis of this question might be considered a quantification of general community attitudes toward cruise development. A total of 41 percent of the entire sample think cruise growth should be allowed and 14 percent think it should not be allowed when considering the renovation option that allows a larger ship to replace a smaller one at the CBJ docks. When considering the pier option that would allow one or two additional ships to tie up, 27 percent of the total sample thinks cruise growth should be allowed and 24 percent thinks it should not be allowed. Gender Analysis Some gender differences exist. Men are slightly more likely to be supportive of development options and economic reasons. Women tend to be less supportive of development options and place more importance on environmental impacts. Were the sample statistically weighted for a 50/50 gender balance (respondents are 56 percent women), results would have been slightly, but not significantly altered. Geographic Sub-area Sub-area analysis showed some moderate, but not dramatic, differences. In sub-areas with significant sample size, Juneau/Thane and Out the Road (beyond DeHart s) are moderately less supportive of development options while the largest population area Mendenhall Valley is moderately more supportive. Age Group Analysis Young adults (18-34) tended to be more supportive of development options, while those in late middle age (55-64) were most likely to express opposition. Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 5

9 INTRODUCTION AND METHODOLOGY Introduction Methodology As a coastal city, the appropriate development of Juneau s core waterfront area is essential to the community s economy and way of life. The most significant waterfront development in the community in the past two decades has been the effort to accommodate the growth in number and size of ships serving the Alaska cruise market. The City and Borough of Juneau has been engaged in intensive planning efforts in recent years and this effort requires a continuing supply of reliable information for decision-making. The purpose of this Juneau Household Waterfront Opinion Survey is to provide a statistically valid measure of community opinion on the specifics of two forms of cruise-related waterfront development identified in the recent planning process. The specific content of this survey is addressed with statistical accuracy. The City and Borough of Juneau Assembly and administration requested an accurate measure of public opinion on the alternatives and a detailed analysis of specific issues and concerns by those who voice support and opposition to each development alternative. The Juneau Household Waterfront Opinion Survey was designed by the McDowell Group, Inc. in collaboration with city officials. In March of 2004, McDowell Group surveyors conducted telephone surveys with 505 randomly selected Juneau households distributed throughout the borough. The sample has a maximum margin of error of ±4.5 percent at the 95 percent confidence level. The distribution of respondents in terms of their area of residence is consistent with census data and is in proportion to the population of the major sub-areas of the City and Borough of Juneau. The core of the survey focuses on accurately measuring the importance of factors related to the renovation of the existing City and Borough cruise ship docks and a proposed pier that would extend out into the main harbor area from the shoreline near Gold Creek across from Foodland Center. Examples of the many factors measured are vehicle and pedestrian traffic congestion, impact on downtown businesses, municipal revenues, further cruise growth or no growth, environmental concerns, and view obstruction. Respondents were asked to rate the importance of major factors related to their support of, and opposition to, the two possible developments. In addition, respondents were asked about the importance of limiting cruise-related waterfront development to the main harbor area. Finally, survey data was analyzed by sub-area of residence and work location, age, gender and opinion. This survey provides previously unavailable decision-making data for the City and Borough of Juneau and does so in a statistically valid and reliable manner. Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 6

10 SURVEY RESULTS Renovation of Existing CBJ Docks Support/Opposition of Renovation of Existing CBJ Docks The following statement was read to respondents: We would like your opinions about possible options for cruise ship facilities in downtown Juneau. The first option is the renovation of the current CBJ cruise ship docks extending from Marine Park to the Tram. Currently the CBJ docks and handle one large ship and one smaller ship at the same time. The renovation would allow for two of the largest ships to be docked at the same time. Please indicate whether you strongly support, support, oppose, or strongly oppose the renovation of the existing CBJ cruise ship docks. Renovation of Existing CBJ Docks % of Total Sample Total support 57% Strongly support 11 Support 46 Total oppose 29% Oppose 19 Strongly oppose 10 Neutral 4 Undecided/don t know 8 Refused 1 Just over one-half of Juneau households support renovation of existing City and Borough of Juneau cruise dock facilities while just over one-quarter opposed this option. Economic benefits, allowing for continued cruise growth, and remaining a competitive port were leading reasons for support of this option. Traffic congestion both vehicle and pedestrian, and environmental impacts were leading reason for those expressing opposition. The majority of Juneau residents support renovating existing CBJ docks, with 57 percent saying they support the idea, and 29 percent opposing it. Juneau residents tend not to feel strongly about this issue, with just 11 percent expressing strong support, and 10 percent expressing strong opposition. In addition, 8 percent are undecided and 4 percent feel neutral. Surprisingly, results differed very little by neighborhood, with overall support ranging from 54 to 59 percent in all areas. Men are more likely to express support for the project: 66 percent, compared to 51 percent of women. Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 7

11 Reasons for Supporting Renovation of Docks The following statement was read to respondents: Please tell us whether you feel each of the following reasons are very important, important, not important, or not at all important in your decision to support renovation The cruise ship industry should be allowed to grow Renovation will keep visitors downtown, supporting downtown businesses Importance of Specific Reasons for Supporting Renovation Percent of Total Sample Very Neutral Not Not at all 9% 32% 2% 12% 2% More dock revenues and taxes When ships are docked, passengers spend more time in town, increasing visitor spending Modernizing the dock is important to remain competitive as a destination < Note: Rows do not add to 100% because those who opposed renovation and don t know responses and refusals are not included in the table. When asked the importance of specific reasons for supporting the dock renovation, respondents who supported renovation tended to rate each reason either important or very important. The most important reason, according to respondents, was When ships are docked, passengers spend more time in town, increasing visitor spending 49 percent of the total sample said this reason was either important or very important. Respondents also placed high importance on More dock revenues and taxes, with 48 percent of the total sample saying this was either important or very important for their support of the dock renovation. Five percent of the total sample gave other reasons for their support, although no single reason was mentioned by more than a few respondents. The most common other reasons concerned cruise passenger/visitor safety and overall convenience, aesthetics/revitalization/greenbelt, and general support of local economy and job growth. Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 8

12 Reasons for Opposing Renovation of Docks The following statement was read to respondents: Please tell us whether you feel each of the following reasons are very important, important, not important, or not at all important in your decision to oppose renovation. Importance of Specific Reasons for Opposing Renovation Percent of Total Sample Very Neutral Not Not at all Vehicle traffic congestion 10% 11% <1% 6% <1% Pedestrian traffic congestion <1 5 1 Obstruction of channel view 10 8 <1 9 1 Ship-related noise Environmental impacts The cruise ship industry should not be allowed to grow Note: Rows do not add to 100% because those who supported renovation and don t know responses and refusals are not included in the table. Of all the suggested reasons for opposing the dock renovation, environmental impacts inspired the strongest reaction, with 14 percent of the total sample saying this was a very important reason for their opposition. Another 7 percent said this was important. Ship-related noise and the cruise industry should not be allowed to grow received the fewest very important responses, at 5 percent and 9 percent, respectively. Five percent of the total sample expressed opposition for the dock renovation but gave other reasons for their decision than those named here. No single reason was mentioned by more than a few respondents. The most common other reasons had to do with funding: cost, who pays, public versus private funding, and other uses for the funding. Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 9

13 Subsample Analysis Summary Table: Reasons for Supporting or Opposing Renovation The following table shows two subsample analyses - those who supported renovation and those who opposed renovation. The purpose of this analysis is to examine the intensity of support and opposition by focusing on the percent of each group that rated their reasons important and very important. Reasons for Supporting or Opposing Renovation, by Importance % of Subsample rating reasons very important, important, and combined Of the 57% Supporting Renovation: When ships are docked, passengers spend more time in town, increasing visitor spending + Very Very 85% 25% 60% More dock revenues and taxes Renovation will keep visitors downtown, supporting downtown businesses Modernizing the dock is important to remain competitive as a destination The cruise ship industry should be allowed to grow Of the 29% Opposing Renovation: Passenger traffic congestion 77% 41% 36% Vehicle traffic congestion Environmental impacts Obstruction of channel view The cruise ship industry should not be allowed to grow Ship-related noise As the table indicates, those who oppose the dock renovation are more likely to answer very important, while those in support of the concept most commonly respond with important. Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 10

14 Building a Cruise Ship Pier Near Gold Creek Support/Opposition of Building a Cruise Ship Pier Near Gold Creek The following statement was read to respondents: The second option for waterfront development is in the open area near Gold Creek, across Egan Drive from the Foodland Center. A cruise ship pier would extend out into the harbor perpendicular to shore. Please indicate whether you strongly support, support, oppose, or strongly oppose building a cruise ship pier in this area. Building a Cruise Ship Pier Near Gold Creek % of Total Sample Total support 35% Strongly support 7 Support 28 Total oppose 55% Oppose 33 Strongly oppose 22 Neutral 3 Undecided/don t know 6 Refused 1 Just over one-half of Juneau households opposed the cruise pier option and slightly more than one-third supported development. Leading reasons for opposition are vehicle traffic congestion, environmental impacts, preserving the area for other forms of development, and view obstruction. Major reasons for supporting this option are spreading cruise-related impacts over a larger area, increased economic benefits, and stimulating other development in the area. The majority of Juneau residents oppose building a cruise ship pier near Gold Creek, with 55 percent saying they oppose the idea, and 35 percent saying they support it. Results varied moderately by neighborhood, with downtown/thane residents less likely to support the concept (28 percent) and Valley residents more likely (39 percent). Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 11

15 Reasons for Supporting Building a Pier at Gold Creek The following statement was read to respondents: Please tell us whether you feel each of the following reasons are very important, important, not important, or not at all important in your decision to support pier development. Importance of Specific Reasons for Supporting Building a Pier Near Gold Creek Percent of Total Sample The cruise ship industry should be allowed to grow Keeps cruise ships in the main harbor area Very Neutral Not Not at all 7% 19% 1% 6% 1% 6 23 <1 5 <1 More dock revenues and taxes 8 21 <1 4 <1 When ships are docked, passengers spend more time in town, increasing visitor spending Pier development will stimulate other development in the area Spreads vehicle and pedestrian traffic impacts <1 2 1 Note: Rows do not add to 100% because those who opposed building a pier and don t know responses and refusals are not included in the table. Among all the reasons for supporting the pier, the one considered most important was development in this area will reduce congestion by spreading the vehicle and pedestrian impacts of visitors over a larger area. Thirty-two percent of respondents considered this reason important or very important. Other popular reasons were pier development will stimulate other development in the area and when ships are docked, passengers spend more time in town, increasing visitor spending. Both reasons were considered important or very important by 30 percent of respondents. Two percent of the total sample expressed support for building a pier near Gold Creek, but gave other reasons for their support. However, no single reason was mentioned by more than a few respondents. Other reasons included supports local economic growth/jobs, safety, and convenience. Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 12

16 Reasons for Opposing Building a Pier Near Gold Creek The following statement was read to respondents: Please tell us whether you feel each of the following reasons are very important, important, not important, or not at all important in your decision to oppose pier development Importance of Specific Reasons for Opposing Building a Pier Near Gold Creek Percent of Total Sample Very Neutral Not Not at all Vehicle traffic congestion 22% 24% <1% 8% 1% Pedestrian traffic congestion Obstruction of channel view <1 This area should be reserved for other uses Environmental impacts The cruise ship industry should not be allowed to grow A pier may affect navigation in the channel A cruise pier in this area would move passengers farther away from the main retail area Note: Rows do not add to 100% because those who supported building a pier and don t know responses and refusals are not included in the table. Vehicle traffic congestion was the most important reason cited by respondents for opposing building a pier near Gold Creek, with 46 percent saying this reason was important or very important. As in the previous question, environmental impacts was an important reason for opposing the concept, with 23 percent saying this reason was very important and another 20 percent saying it was important. One reason was thought unimportant by a majority of respondents. A cruise pier in this area would move passengers farther away from the main retail area was thought unimportant by 32 percent of respondents. Another reason garnering high unimportant marks was The cruise ship industry should not be allowed to grow, at 26 percent. Six percent of the total sample expressed opposition for the dock renovation, but gave other reasons for their decision. However, no single reason was mentioned by more than a few respondents. Other reasons concerned green space/open and public areas, and public versus private funding. Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 13

17 Subsample Analysis Summary Table: Reasons for Supporting or Opposing Building a Pier The following table shows two subsample analyses - those who supported renovation and those who opposed new pier development. The purpose of this analysis is to examine the intensity of support and opposition by focusing on the percent of each group that rated their reasons important and very important. Reasons for Supporting or Opposing Building a Pier, by Importance % of Subsample rating reasons very important, important, and combined Of the 35% Supporting Pier Development: Development in this area will reduce congestion by spreading the vehicle and pedestrian impacts of visitors over a larger area When ships are docked, passengers spend more time in town, increasing visitor spending Pier development will stimulate other development in the area + Very Very 90% 32% 58% Keeps cruise ships in the main harbor area More dock revenues and taxes The cruise ship industry should be allowed to grow Of the 55% Opposing Pier Development: Vehicle traffic congestion 83% 40% 43% Environmental impacts This area should be reserved for other uses Obstruction of channel view Pedestrian traffic congestion A pier may affect navigation in the channel The cruise ship industry should not be allowed to grow A cruise pier in this area would move passengers farther away from the main retail area As with the dock renovation, those who oppose the concept are more likely to answer very important, while those in support of the concept most commonly respond with important. Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 14

18 Preferred Waterfront Development Options Most Favored Option for Future Waterfront Development in Juneau Harbor The following statement was read to respondents: Please indicate which of the following options you most favor for future waterfront development in the Juneau harbor. Most Favored Option for Future Waterfront Development In Juneau Harbor Percent of Total Sample % of Total Sample Renovation of existing CBJ docks to accommodate two of the largest ships 33 Both existing dock renovation and pier development 20 Favors renovation of CBJ docks 53% Developing a cruise ship pier in the open area across from the Foodland Center 13 Both existing dock renovation and pier development 20 Favors developing a pier across from Foodland 33% No further cruise dock or pier development 30% Don t know 4 Refused 1 The responses to this question were very consistent with responses to earlier questions. A total of 53 percent of respondents favored dock renovation (either by itself or in combination with new pier development), compared with 57 percent who expressed support for the concept in the first question. A total of 33 percent favored new pier development, compared with 35 percent who expressed support for the concept previously. Results differed only slightly among neighborhood. Downtown/Thane residents were more likely to oppose further dock or pier development (37 percent), while Valley residents were less likely (26 percent). Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 15

19 Importance of Limiting All Cruise Ship Docks to the Downtown Area The following statement was read to respondents: At this time, CBJ has no development plans under consideration for cruise dock facilities outside of downtown. Please indicate whether you feel limiting all cruise ship docks to the downtown area is very important, important, not important, or not at all important. Importance of Limiting All Cruise Ship Docks to the Downtown Area Percent of Total Sample % of Total Sample Total 54% Very important Total Not 41% Not important 29 Not at all important 12 Undecided/don t know 4 Refused 1 Juneau residents are split on the importance of limiting all cruise ship docks to downtown. Slightly more than half believe this is important, compared to 41 percent who do not feel it is important. Responses varied somewhat among the different neighborhoods. Out-the-road residents were more likely to believe limiting cruise docks to downtown is important, at 66 percent. Downtown/Thane residents were less likely, at 38 percent. Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 16

20 Survey Sample Profile The total survey population of 505 residents was designed to be a representative sample of households throughout the borough. Random digit dial methodology insures coverage of both listed and unlisted household telephones. The random selection process also insures geographic distribution by sub-area consistent with actual borough population distribution. Location of Residence and Employment Percent of Total Sample Residence Employment Mendenhall Valley 44% 20% Douglas 16 2 Downtown Juneau/Thane Out the road 12 4 Salmon/Lemon/Switzer Creeks 9 13 North Douglas 4 1 Borough-wide NA 4 Unemployed/disabled/retired NA 20 Refused 0 1 Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 17

21 The slight gender split is typical of telephone surveys, which attract a higher proportion of female respondents than the actual gender split would suggest. Demographics % of Total Gender Male 44% Female 56 Age 19 to 24 4% 25 to to to to Over Average Employment Status 49 years old Employed full-time year round 67% Employed part-time year round 8 Employed full-time seasonally 3 Unemployed, not looking for work 2 Unemployed, currently looking for work 2 Student 1 Homemaker 2 Retired 14 Disabled 2 Refused 1 Juneau Household Waterfront Opinion Survey McDowell Group, Inc. Page 18