April 20, 2023

Del Mar Village Specific Del Mar Village Specific PlanPlanVoter Survey – Preliminary Voter Survey – Preliminary ResultsResults

Conducted for theConducted for the

City of Del MarCity of Del Mar

Presented byPresented by

Timothy McLarneyTimothy McLarney, Ph.D., President, Ph.D., President

True North ResearchTrue North Research

Purpose of StudyPurpose of Study

Gauge community awareness & Gauge community awareness & familiarity with the Planfamiliarity with the Plan

Profile baseline support/opposition to Profile baseline support/opposition to the Planthe Plan

Measure opinions about specific Measure opinions about specific components of the Plancomponents of the Plan

Identify how additional information Identify how additional information shapes opinions about the Planshapes opinions about the Plan

Methodology of StudyMethodology of Study Mixed Methodology to maximize Mixed Methodology to maximize

participationparticipation Phase 1: invitation letter mailed to 2,945 Phase 1: invitation letter mailed to 2,945

registered votersregistered voters Online survey, PIN-protectedOnline survey, PIN-protected Follow-up telephone callsFollow-up telephone calls

Conducted July 7Conducted July 7thth to July 23 to July 23rdrd, 2012, 2012 423 voters423 voters Overall margin of error of ± 4.4%Overall margin of error of ± 4.4%

Importance of IssuesImportance of Issues

27

25

31

30

37

35

24

27

28

32

34

43

0 10 20 30 40 50 60 70 80 90 100

Reducing environmental pollution

Improving public safety

Attracting better mix of retail businesses

Improving the local economy

Reducing traffic congestion

Maintaining local streets and roads

% Respondents

Extremely important Very important

Familiarity With PlanFamiliarity With Plan

Moderatelyinformed

34.1

Slightlyinformed

24.2 Not at all informed

5.8DK / NA

0.9

Aware of Plan89.4Not aware

of Plan8.0

DK / NA2.7

Wellinformed

24.3

Initial Ballot TestInitial Ballot TestWithout raising taxes and in order to implement the goals of the Community Plan by:

Creating a pedestrian-oriented downtown with plazas; Improving the Village’s appearance and economic viability; Increasing public parking availability; Improving traffic flow, bike and pedestrian safety; Reducing air and water pollution; And providing development controls to insure neighborhood

compatibility;

Shall the City of Del Mar adopt the ordinance approving the Village Specific Plan, as approved by the Del Mar City Council? If the election were held today, would you vote yes or no on this measure?

Initial Ballot TestInitial Ballot Test

Probably no11.6

Not sure12.0 Definitely yes

25.1

Probably yes26.5

Definitely no24.2

Prefer not to answer

0.7

52%

36%

Reasons for OppositionReasons for Opposition

1.12.12.52.72.83.23.83.94.0

5.26.46.67.07.07.27.5

10.212.1

14.026.3

30.3

0 5 10 15 20 25 30 35

Mismanagement of funds, wasteful spendingLocal government not listening to residents

Concerns about additional taxes, feesFeel that Plan hasn't been studiedDo not support new development

Not sure of funding sourceConcerns about public safety

Concerns with government, CouncilNot sure / No particular reasonNo changes needed in Del Mar

Too much commercial interest, focusDislike Plan, feel it will not work

Opposed to increased building heightsWill greatly alter, destroy feel of Del Mar

Negative economic impactNo benefits to Del Mar residents

Prefer not to answerConcerns about parkingNeed more informationPlan will increase traffic

Do not like roundabouts, single lane

% Respondents Who Do Not Support Plan

Features of PlanFeatures of Plan

25

31

34

36

37

44

39

46

47

42

23

18

30

31

30

32

31

37

31

40

0 10 20 30 40 50 60 70 80 90 100

Raise max building height on west side of Camino del Mar

Redesign Camino del Mar to be a two-lane with roundabouts

Widen bicycle lanes to improve bike safety

Allow for additional density

Allow residential to be included in mixed-use retail, comm.

Widen sidewalks, encourage installation of plazas, seating

Reduce air and water pollution

Create parking structures

Attract a diverse mix of retail stores, restaurants and hotels

Install landscaping to improve the appearance of the Village

% Respondents

Strongly favor Somewhat favor

Positive ArgumentsPositive Arguments

25

26

24

26

28

27

29

24

23

32

33

33

37

38

0 10 20 30 40 50 60 70 80 90 100

The Specific Plan will NOT raise your taxes

Will reduce traffic, improve walkability, make Village safer

Plan has been developed with extensive community input

Plan will improve shopping, restaurant options for residents

Plan needed to ensure Village remains economically viable

Historical buildings will be protected as part of the Plan

Construction, redev has to go through Design Review process

% Respondents

Very convincing Somewhat convincing

Interim Ballot TestInterim Ballot Test

Probably no12.7

Not sure7.3 Definitely yes

25.4

Probably yes26.9

Definitely no26.9

Prefer not to answer

0.7

52%

40%

Negative ArgumentsNegative Arguments

12

24

24

31

40

15

24

27

27

20

0 10 20 30 40 50 60 70 80 90 100

Don’t need to redevelop Village, should keep it the way it is

Plan will destroy the character of the Village

Plan will increase traffic congestion and noise

Taller buildings will cut-off the views of the ocean

Two lanes, roundabouts will cause a lot of traffic, accidents

% Respondents

Very convincing Somewhat convincing

Final Ballot TestFinal Ballot Test

Probably no12.5

Not sure8.8 Definitely yes

25.0

Probably yes24.6

Definitely no28.3

Prefer not to answer

0.9

50%

41%

Key ConclusionsKey Conclusions Awareness & familiarity with the Plan are quite highAwareness & familiarity with the Plan are quite high

The Plan in general & specific components of the PlanThe Plan in general & specific components of the Plan Currently, voters are fairly evenly split on whether to Currently, voters are fairly evenly split on whether to

support or oppose the Plan.support or oppose the Plan. Strong support for many aspects of the PlanStrong support for many aspects of the Plan

Improvements to landscaping, business mix, parking, Improvements to landscaping, business mix, parking, environment, widened sidewalks & bike lanes, plazas, etc.environment, widened sidewalks & bike lanes, plazas, etc.

Opposition to the Plan is principally driven by traffic-Opposition to the Plan is principally driven by traffic-related concerns (roundabouts & two-lanes)related concerns (roundabouts & two-lanes)

April 20, 2023

Del Mar Village Specific Del Mar Village Specific PlanPlanVoter Survey – Preliminary Voter Survey – Preliminary ResultsResults

Conducted for theConducted for the

City of Del MarCity of Del Mar

Presented byPresented by

Timothy McLarneyTimothy McLarney, Ph.D., President, Ph.D., President

True North ResearchTrue North Research