Marketing Trails in Green Spaces Trailhead Conference June 21, 2010 Donald May, Past President Parks and Recreation Ontario

Marketing Trails in Green Spaces

Trailhead ConferenceJune 21, 2010

Donald May, Past PresidentParks and Recreation Ontario

Parks & Recreation Ontario Benefits Research April 2010

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Agenda

1. Background to Benefits

2. Context and Process for Research

3. Key Results in Parks and Recreation

4. Strategies and Implications for Ontario


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Benefits StudyPurpose and Objectives

1. Provide current Ontario specific base line data

2. Measure changes in behaviour, attitudes and perceptions of residents over past ten years

3. Enhance advocacy initiatives of PRO

4. Service to PRO members, stakeholders and communities

5. Demonstrate to partners and stakeholders the relevance of recreation and parks as a tool for community and social development


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Research Process

1. Ministry of Health Promotion support

2. Research Steering Committee

3. Replicates 1996 Study

4. Data Collection- Opinion Search-

Random Phone Survey

5. Representative Sample N=1056 +(-) 3%

6 Harper & Godbey: Analysis, Cross Tabs and Banners


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Key Research Questions

1. What effect does time use, pace of life and the value of leisure versus work have on the attitudes and perceptions of Ontario residents regarding the use and benefit of recreation and parks?

2. Who do Ontario residents rely on to provide recreation and parks services and what role do public, private and non-profit service providers play in the community recreation system?

3. What benefits do Ontario residents associate with the existence of local government parks and recreation departments?


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4. Are benefits perceived differently at the individual, household and community levels and what is their relative strength of importance?

5. What contribution does local government parks and recreation services make to improved health, mitigation of social problems, environmental protection and community development?

6. What effects would the removal of local parks and recreation services have on individuals, households and communities?

7. How much are people willing to pay for local parks and recreation services and how is this value related to the use of such services and their perceived benefits?


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8. What effect does socio-economic, demographic, reported health status, life satisfaction and happiness have on recreation participation, park use and perceived benefits?

9. What impact does poverty and disability have on the use and benefits of parks and recreation services?

10. What implications do the results of this study present for recreation service providers including local government authorities, private and non-profit sector agencies provincial government departments and Parks and Recreation Ontario?


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Time Use and Value of Recreation

Compared to five years ago, amount of time respondents have for recreation and leisure

More time now28%

Less time now35%

About the same amount

of time37% In 1996,

23% reported having more time33% same amount of time45% had less time

Alberta: 41% less Time (2007)


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How respondents feel about their time: How often they feel rushed

to do the things they have to do

Almost never21%

Only sometimes

49%

Always30%

In 1996,32% always felt rushed53% sometimes did, and15% almost never felt rushed

Alberta: 30% Always rushed

Pace of Life


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What is more important?: 2008 vs. 1996

31%

55%

14%

34%31%

34%

0%

10%

20%

30%

40%

50%

60%

70%

Work Leisure Both are equallyimportant

2008 1996

Work and Leisure


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Local Park Supply, Use & Benefits Analysis of Individual, Household & Community


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Distribution & Proximity

Is there a park, playground, or open space within walking distance of the house?

Yes85%

No15%

In 1996, 90% of respondents lived within walking distance of a park


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How often do you use your local park areas for any purpose?

32%

43%

25%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Frequently Occasionally Not at all


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Degree to which you feel you personally benefit from your local park areas

A great deal55%

Somewhat37%

Not at all8%


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Most important personal benefit from local parks

4%

4%

12%

14%

16%

18%

21%

0% 5% 10% 15% 20%

Nature conservation

Availability, alwaysthere

Access to nature

Open space

Relaxation andpeace

Exercise/fitness/getin shape

Place for kids to go


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Degree to which you feel your community as a whole benefits from your local park areas

A great deal73%

Somewhat25%

Not at all2%


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Most important benefit for community as a whole from local parks

3%

3%

3%

3%

3%

7%

9%

10%

10%

20%

23%

0% 5% 10% 15% 20% 25%

Access to sports/equipment

Availability, always there

Nature conservation

Pleasure, enjoyment, leisure

Tourism/attracts visitors

Socialize, be with people

Open space

Access to nature

Relaxation and peace

Exercise, fitness, conditioning

Place for kids to go

First response only, % of respondents who perceived any benefit


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Recreation Service Providers,Participation & Benefits


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Comparison of dependence on various sources for recreational activities

8%

14%

15%

17%

21%

34%

38%

15%

24%

56%

32%

45%

45%

45%

77%

62%

29%

51%

34%

21%

17%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Employer

School

Commercial facilities

Private clubs

Service/religious/communityclubs

Local government parks/services

Friends and family

A great deal Somewhat Not at all


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Have you started any new recreational activities in the past 12

months?

Yes21%No

79%

In 1996,29% of respondents had started a new activity


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Have you started any new recreational activities in the past 12

months?

Yes21%No

79%

What recreational activity orActivities have you begun?

21% Working out/exercising14% Skiing/x-country/snowboard8% Swimming7% Jog/run6% Team sports6% Walking5% Dancing5% Skating4% Tennis/badminton/squash4% Yoga/pilates


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Reasons for starting new activities in the past year

5%

8%

10%

15%

18%

19%

19%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

Convenient/closeby/location

To try something new,different

Personal reasons /justwanted to

Friends

Improve health or stayhealthy

Family /children

Exercise /being moreactive


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Have you participated in any recreation or leisure activity that was sponsored by or took place in parks or

facilities managed by your local government?

Yes42%

No58%

What activities did you take part in?

35% Festivals & cultural events23% Swimming/water park10% Hockey10% Skating9% Soccer7% Working out/exercise6% Walking5% Baseball/softball5% Camping4% Hiking


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Most important benefit from participating in activities at facilities managed by local government

4%

5%

13%

14%

15%

29%

0% 5% 10% 15% 20% 25% 30% 35%

Available/always there

Relaxation

Improve healthcondition

Fun /entertainment

Socialize /meet people

Exercise /fitness /get inshape


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Have you participated in any recreation or leisure activity that was sponsored by or took place in parks or

facilities managed by your local government?

Yes42%

No58%

Why have you NOT participated?

23% Not enough time/busy23% Not at all interested16% Not aware of activities9% Participate in other activities7% Schedules not convenient6% Few activities/little variety provided5% Disability prevents participation4% Age (too old, or activities for younger)2% Lack of transportation2% Cost of activities2% Health reasons


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Most important benefit received from local government recreation facilities, even if respondents don't

participate

7%

7%

8%

10%

11%

13%

27%

0% 5% 10% 15% 20% 25% 30%

Community awareness

Gives people things todo

Improves quality of life

Fun, entertainment

Available for us to use

Exercise /fitness

Keeps kids busy /offthe streets


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Recreation Participation & Benefits: Community


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Most important benefit the community receives from having local government recreation services

5%

5%

9%

11%

13%

20%

21%

0% 5% 10% 15% 20% 25%

Available for us to use

Gives people things todo

Fun, entertainment

Community awareness

Improves quality of life

Exercise /fitness

Keeps kids busy /offthe streets


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Need for Recreation & Parks Services


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If there were no public parks, programs or facilities,effect this would have on respondents and their household

28% of respondents said there would be no effect. Of the 72% who said it would affect them and their household:

3%

3%

4%

4%

10%

11%

18%

19%

21%

0% 5% 10% 15% 20% 25%

Lose communityspirit/relations

Big /negative effect

Negative emotionalimpact

Go elsewhere foractivities

Less access tonature/outdoors

Boring place to live

No place for kids to go

Fewer options forexercise /fitness

Fewer options for fun/entertainment


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If there were no public parks, programs or facilities,what effect this would have on the community

5% of respondents said there would be no effect. Of the 95% who said there would be an effect on their community:

5%

6%

7%

10%

10%

12%

16%

24%

0% 5% 10% 15% 20% 25% 30%

Less access tonature/outdoors

Boring place to live

Negative impact oncommunity spirit

Increase crime /troublein community

Reduce quality of life

Fewer options forexercise /fitness

Fewer options for fun/entertainment

No place for kids to go


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Opinions, Attitudes & Strategic Issues


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Opinions and attitudes: Impact on Health and Health Care

6.4

5.6

1

2

3

4

5

6

7

Recreation participation contributes toan individual's health and well-being

Recreation participation will makepeople less reliant on the health care

system

StronglyAgree

StronglyDisagree

Neutral

(mean response)


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Opinions and attitudes: Impact on Crime and Vandalism

5.6 5.7

1

2

3

4

5

6

7

Recreation participation is a major factorin crime prevention

The availability of recreation programs,parks and facilities are important in

reducing crime and vandalism

StronglyAgree

StronglyDisagree

Neutral

(mean response)


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Opinions and attitudes: Impact on Quality of Life

6.36

1

2

3

4

5

6

7

Recreation participation is a majorcontributor to improved quality of life

Recreation programs, parks and facilitiesmake it easier for people to socialize and

feel included

StronglyAgree

StronglyDisagree

Neutral

(mean response)


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Opinions and attitudes: Impact on the Environment

6.3 6.2

1

2

3

4

5

6

7

Parks make an important contribution toquality of the environment

Recreation and parks facilities in mycommunity are environmentally friendly

StronglyAgree

StronglyDisagree

Neutral

(mean response)


37

Opinions and attitudes: Impact on Children and Youth

6.5 6.4 6.3

1

2

3

4

5

6

7

Playgrounds and playfacilities are critical to our

children's development andwelfare

Recreation participation isan important way of

ensuring that children andyouth live healthy lifestyle

Recreation and parksfacilities encourage

children and youth to beactive

StronglyAgree

StronglyDisagree

Neutral

(mean response)


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Willingness to Pay for Recreation Benefits


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On average, people in Ontario pay about $150 per person annually in local taxes for recreation park services.

Are these services worth $150 per person per year?

81% YES19% NO

This is similar to the results of the 1996 study, in which 83% of respondents felt their recreation services were worth the average tax rate.


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On average, people in Ontario pay about $150 per person annually in local taxes for recreation park services.

Are these services worth $150 per person per year?

81% YES19% NO

If new or improved parks and recreation services were made available,

would you be willing to pay MORE?

Yes64% No

36%


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How should local government parks and recreation services be financially supported?

Mainly through taxes26%

Mainly through user fees

7%

Through an equal

combination of taxes and user

fees67%


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Satisfaction with quality of life

1%

1%

1%

2%

7%

6%

20%

34%

12%

18%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Extremely dissatisfied

Extremely satisfied

Mean rating=7.7

Alberta= 7.7


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Rating of general happiness

1%

1%

1%

1%

5%

4%

15%

35%

17%

20%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Extremely unhappy

Extremely happy

Mean rating=7.9

World Wide Happiness Study (2007). Max & Sterling1st Danes 8.2Canada 7.6USA 7.4Alberta 7.9


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Self-rated health, compared to others the same age

4%

11%

26%

35%

24%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Poor

Fair

Good

Very good

Excellent


45

Does anyone in the household have a disability?

18% YES(N=180)

82% NO

19% Mental health disability81% Physical disability


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18% YES82% NO

Does this disability affect participation in local government recreation activities?

Yes72%

No28%


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18% YES82% NO

Does this disability affect accessibility to public parks?

Yes34%

No66%


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Highlights and Implications

• 8 out of 10 households make use of public parks

• 90% recognize that parks contribute to environmental stewardship

• Research provides support for evidence-based planning and decision making

• Benefits report is an advocacy tool• Allen Gregg 2007 – trails / green space• Challenge is keeping the “T” front and

centre in Government policy & funding


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Highlights and Implications

• Basis in 2010 municipal elections• Emerging in master plans / visions• Substantiates the Ontario

Community Recreation Policy• Aligns P and R with Public Health• Supports Ontario Charter• Basis for affordable access policy• Use 2015 to leverage legacies


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Aligning Legislation and Policy

MHP

Health Promotion & Protection Act

Tourism & Recreation Act

1987 Recreation Policy Statement

Public Health Recreation & Sport

Public Health Standards New Recreation Policy Statement

Healthy Communities Strategy

Healthy Eating

Recreation & Sport

Tobacco Substance Abuse

Mental Health

Injury Prevention

Municipal Act


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Policy Alignment with Benefits


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Repositions Recreation and Parks

• Important in “work-life” balance• Ontarians seek opportunities in

communities• Accessibility to everyone is fundamental• Ontarians benefit• Strong willingness to pay• Wider benefits understood• Public space vital to community health• Participation a key determinant of Q of L• Local services impact community and social

development

Where do we go from here?

• More research to quantify the benefits of recreation / open space /increased activity

• Collaboration

• Common messaging and strategies

• Recognize that changing society values is difficult


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Documents

Marketing Trails in Green Spaces Trailhead Conference June 21, 2010 Donald May, Past President Parks and Recreation Ontario