Methodology

Fairbank, Maslin, Maullin & AssociatesOpinion Research & Public Policy Analysis

Santa Monica, CA – Oakland, CA – Madison, WI - Mexico City220-2493

Survey Conducted:February 27- March 2, 2008

Attitudes Toward Arts, Culture and Creativity in

the Portland Region:Results of Focus Groups and a

Regional Voter Survey

Regional Arts & Culture Council

Fairbank, Maslin,

Maullin & AssociatesOpinion Research &

Public Policy Analysis


Methodology

Four separate focus groups with voters from the City of Portland, other parts of Multnomah County, and Clackamas and Washington Counties

Telephone interviews with 600 voters likely to cast ballots in November 2008

200 interviews each in Clackamas, Washington, and Multnomah Counties, with results weighted to reflect the true geographic distribution of voters in the region

Interviews conducted February 27 – March 2, 2008

Margin of error of +/- 4.0%

Fairbank, Maslin,




Key Findings

Most Portland region voters value the arts, see multiple regional benefits from them, and attend arts events on a regular basis.

Voters have little clear sense of how the arts are funded, and whether funding is increasing or declining.

In principle, two-thirds of voters back dedicated funding for the arts – even funded by a tax increase of up to $3 per month.

As a benefit of public funding, free admission days are broadly popular – but focus groups showed that popularity may be tenuous.

Partnerships with libraries or museums could be helpful.

Fairbank, Maslin,



General Attitudes General Attitudes Toward the Arts, Culture Toward the Arts, Culture

and Creativityand Creativity

Fairbank, Maslin,



5


25%

16%

15%

15%

11%

10%

8%

7%

6%

6%

6%

5%

5%

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

One in twenty voters volunteers arts and culture as critical to the area’s quality of life.

2. In a few words of your own, what are some of the things that give the Portland region a good quality of life? (Open-End, Split Sample)

Outdoor Terrain/Mountains/Natural/Open Spaces/Scenic Beauty

Weather/Climate

Air/Water Quality/Less Pollution/Healthy Place To Live

Friendly People/Community Closeness/People Care About Each Other

Outdoor Recreation/Activities/Parks/Sports

Transportation/Good Public Transit

Environmental Issues Support/Awareness/Focus

Small Town Atmosphere/Fewer People/Less Traffic/Less Crowded

Cultural/Arts Environment/Support

Economic Conditions/Lower Cost Of Living/Housing

Water Proximity/Ocean/Beaches/River

Education Quality/Good Schools/Colleges/Libraries

Livability/Good Quality Of Life

In a few words of your own, what are some of the things that give the Portland region a good quality of life?

Fairbank, Maslin,



6


4%

4%

23%

27%

23%

18%

1%

0% 10% 20% 30% 40% 50%

More than once a week

Once a week

At least once a month

Every few months

At least once a year

Or less often

DK/NA

3. About how often do you attend any kind of local arts, cultural event or exhibition, big or small:

Total Total MonthlyMonthly

31%31%

About one-third of voters visit arts and cultural events at least monthly.

About how often do you attend any kind of local arts, cultural event or exhibition, big or small?

Fairbank, Maslin,



7


13% 20

%

36%

48%

20% 28

% 33%

18% 25

% 28%

41%

16%

13%

9%

26%

12%

40%

17%

0%

10%

20%

30%

40%

50%

60%

HighSchool or

Less

SomeCollege

CollegeGraduate

PostGraduate

Non-College

College +

Total Monthly Every Few Months Less Often

% of Sample (17%) (25%)

Education

(38%)

Demographics of Arts/Cultural Attendance


(20%) (42%) (58%)

Fairbank, Maslin,



8


13%

21%

33%

47%

19%

30%

27% 29%

30%

23%

14%

10%

0%

10%

20%

30%

40%

50%

Men Women Men Women


% of Sample (20%) (22%)

Education by Gender

(28%)



(30%)

Non-College College+

Fairbank, Maslin,



9


37%

31%

20%

28%

24% 27

%

15% 17%

24%

0%

10%

20%

30%

40%

50%

Democrat Non-Partisan/Other Republican


% of Sample (45%) (25%)

Party

(30%)



Fairbank, Maslin,



10


40%

32%

29%

21%

32%

25%

20% 26

%

13% 19

%

15%

26%

0%

10%

20%

30%

40%

50%

18-49 50+ 18-49 50+


% of Sample (27%) (24%)

Gender by Age

(22%)



(25%)

WomenWomen MenMen

Fairbank, Maslin,



11


42%

30%

29%

18%

27%

34%

28%

26%

22%

12% 16

%

17%

27%

21%

30%

0%

10%

20%

30%

40%

50%

<10 11-20 20-40 40+ Born &Raised


% of Sample

Years in Area



(18%) (23%) (13%)(17%) (29%)

Fairbank, Maslin,



12


24% 27

%

40%

39%

21% 28

%

29%

27%

27%

28%

14%

12% 16

% 19%25

%

0%

10%

20%

30%

40%

50%

60%

<$50K $50K-$75K $75K+ Portland Other


% of Sample (28%) (20%)

Income and City

(32%)



(38%) (63%)

Household Income City

Fairbank, Maslin,



13


23%

35%

30%

27%

28%

25%

17%

17% 20

%

0%

10%

20%

30%

40%

50%

Clackamas Multnomah Washington


% of Sample (25%) (45%)

County

(30%)



Fairbank, Maslin,



14


Focus Group Memories of Involvement with the Arts

““I took my daughter and her best friend to children's art museum last weekend and we spent a good 2-3 hours giggling and I took my daughter and her best friend to children's art museum last weekend and we spent a good 2-3 hours giggling and laughing.“laughing.“

““When I was young and in school I can remember my teacher from 3rd grade, Miss Picker, who taught all our subjects, and I When I was young and in school I can remember my teacher from 3rd grade, Miss Picker, who taught all our subjects, and I was always good in school but my favorite subject was art because I could use my own imagination to create things, even if was always good in school but my favorite subject was art because I could use my own imagination to create things, even if we have a specific thing to make. It was always my own.”we have a specific thing to make. It was always my own.”

““I don't think that I would have made it through school with out art and music.”I don't think that I would have made it through school with out art and music.”

““Gift of mentoring by a neighbor in the arts of construction, planning , designing, from the mental process (vision) through Gift of mentoring by a neighbor in the arts of construction, planning , designing, from the mental process (vision) through project completion. The time was a gift that led to a career in architecture.”project completion. The time was a gift that led to a career in architecture.” ““Watching the Phantom of the Opera opened my eyes to a whole new world. Costume design, looking at details. The music Watching the Phantom of the Opera opened my eyes to a whole new world. Costume design, looking at details. The music brought me joy and sorrow. Got me out of my box of one kind of entertainment. More to life then TV and radio. Amazing how brought me joy and sorrow. Got me out of my box of one kind of entertainment. More to life then TV and radio. Amazing how people can express themselves artistically.”people can express themselves artistically.”

““I remember in the past year I took my son to his first opera, and he hated it. However, I took my daughter, age 7, to her first I remember in the past year I took my son to his first opera, and he hated it. However, I took my daughter, age 7, to her first opera and she loved it, especially the orchestra. She was fascinated with the instruments in the orchestra.”opera and she loved it, especially the orchestra. She was fascinated with the instruments in the orchestra.”

““I recently attended a performance at Artists Repertory Theatre that a friend of mine was in. I don't usually go to the theatre, I recently attended a performance at Artists Repertory Theatre that a friend of mine was in. I don't usually go to the theatre, and experience, or rather the play itself, was poignant and captivating and led me to wonder why I don't go more often.“and experience, or rather the play itself, was poignant and captivating and led me to wonder why I don't go more often.“

““For me it is a local artist about 23 yrs old (same age as me at the time) this amazing and humble artist showed me her For me it is a local artist about 23 yrs old (same age as me at the time) this amazing and humble artist showed me her paintings that broke my heart because they were so beautiful.”paintings that broke my heart because they were so beautiful.”

““As a part of my church, we had a dance festival and I was able to participate in a dance. It was very fun and I wish that I As a part of my church, we had a dance festival and I was able to participate in a dance. It was very fun and I wish that I could do it again. We had costumes, practices, and interaction with others with the same values.”could do it again. We had costumes, practices, and interaction with others with the same values.”

Fairbank, Maslin,



15


Movies and live music are the most frequently-attended events.

76%

56%

51%

45%

36%

34%

28%

24%

21%

18%

12%

8%

18%

18%

25%

25%

34%

18%

25%

18%

10%

22%

19%

26%

31%

38%

32%

72%

63%

83%

1%

5%

5%

60%

51%

52%

29%

4%

3%

1%

1%

2%

0% 20% 40% 60% 80% 100%

Once a Month/Few Times a Year Once a Year Rarely/Never DK/NA

4. I’m going to read you a list of different arts events and creative activities. For each one, tell me how often you attend or participate in that type of activity in the Portland region: once a month or more, a few times a year, once a year, or rarely to never. Split Sample

(Ranked by Total Once A Month/Few Times a Year)

Watching a movie

Live music performances

Attending a family or friend’s play, musical recital or art show

Museum art exhibitions

Live drama or theater

Visiting a museum of history or science

Visiting art galleries or classesEthnic, world or cultural performances or

exhibitions

Classical music or opera performances

Hearing a book or poetry reading

Dance or ballet performances

Participating as a performer or artist

Fairbank, Maslin,



16


Voters see arts and culture as encouraging creativity, enjoyable to attend, and creating educational opportunities.

67%

65%

60%

54%

53%

46%

45%

27%

30%

32%

36%

37%

40%

7%

12%

26% 3%

4%

4%

9%

7%

5%

7%

6%

4%

4%

4%

6%

0% 20% 40% 60% 80% 100%

Encourages creativity

Enjoyable to attend in person

Creates educational opportunities for children

Family-friendly

A source of pride for our area

A major part of what makes Portland unique

Contributes to the local economy

Strongly App. S.W. App. Does Not App. DK/NA

5. I am going to mention some words and phrases, and after you hear each one, please tell me whether or not you think it applies to art and culture in the Portland region. Split Sample

(Ranked by “Strongly Applies”)

Fairbank, Maslin,



17


Continued

45%

44%

39%

29%

25%

19%

9%

44%

34%

55%

34%

43%

30%

38%

15%

39% 14%

6%

11%

56%

10%

23%

6%

16%

6%

3%

2%

5%

0% 20% 40% 60% 80% 100%

Appeals to people like me

Appeals to people throughout the region

Among the best in the region

Affordable

Not a big part of my day-to-day life

Among the best in the country

Caters mostly to rich people

Strongly App. S.W. App. Does Not App. DK/NA

5. I am going to mention some words and phrases, and after you hear each one, please tell me whether or not you think it applies to art and culture in the Portland region. Split Sample

Fairbank, Maslin,



18


Helping children grow is seen as the most important benefit of the arts.

80%

76%

75%

68%

68%

66%

19%

19%

24%

21%

24%

10%

7%

16% 2%

4%

4%

8%

3%

2%

1%

1%

2%

0% 20% 40% 60% 80% 100%

Ext./Very Impt. S.W. Impt. Not Too Impt. DK/NA

6. I’m going to read you a list of benefits that arts and culture produce for residents of the Portland region. Please tell me how important you think each benefit of arts and culture is for the region: Split Sample

(Ranked by Total Extremely/Very Important)

Helping children learn, grow, and become more creative

Providing entertainment or enjoyment

Exposing people to new thoughts, ideas and experiences

Providing opportunities to learn something about another time or culture

Providing an occasion to socialize with friends or family

Offering a chance to experience high quality performances or art

Fairbank, Maslin,



19


Continued

65%

64%

63%

61%

59%

57%

55%

27%

30%

31%

28%

32%

36%

9%

28%

6%

6%

8%

5%

8%

7%

5%

1 %

2 %

1 %

4%

1 %

1 %

0% 20% 40% 60% 80% 100%

Ext./Very Impt. S.W. Impt. Not Too Impt. DK/NA

6. I’m going to read you a list of benefits that arts and culture produce for residents of the Portland region. Please tell me how important you think each benefit of arts and culture is for the region: Split Sample

Providing an experience that will help you grow as a person

Creating events to bring communities together

Providing affordable, fun, family entertainment

Providing a way to escape everyday stress and relax

Attracting tourists and visitors to the area

Offering a stimulating or challenging experience

Offering a way to entertain out-of-town guests

Fairbank, Maslin,



20


Voters perceive that arts education is being cut back.

42%

40%

39%

37%

37%

28%

40%

9%

11%

18%

13%

28% 5%

6%

13%

9% 1 %

2 %

6%

16%

0% 20% 40% 60% 80% 100%

Strng. Agr. S.W. Agr. S.W. Disagr. Strng. Disagr. DK/NA

7. I’m going to read you some general statements about arts and culture activities and events in the area. For each, tell me if you agree or disagree. Split Sample

(Ranked by “Strongly Agree”)

Arts education programs in local schools are being cut back

Our arts and culture community helps fuel creativity and innovation that are crucial

to Portland’s economy

Participating in arts and cultural activities was an important part of my experience

growing up

Having opportunities to enjoy the arts and creative learning is essential to me and

my family

Fairbank, Maslin,



21


Continued

32%

24%

18%

14%

39%

30%

16%

18%

16%

27%

22%

38% 10%

16%

18%

47% 1 %

7%

5%

2 %

0% 20% 40% 60% 80% 100%

Strng. Agr. S.W. Agr. S.W. Disagr. Strng. Disagr. DK/NA

7. I’m going to read you some general statements about arts and culture activities and events in the area. For each, tell me if you agree or disagree. Split Sample

If I knew or heard more about events or performances that interested me, I would

attend more often

If I knew or heard more about arts and cultural events close to home, I would

attend more often

I am concerned that in the future, there will be fewer opportunities to enjoy the arts in

the Portland region

It’s nice to have arts and cultural activities in the Portland region, but they are not

really essential to our quality of life

Fairbank, Maslin,



22


8. To the best of your knowledge, where does most of the funding for arts and cultural organizations in the Portland region come from?

Voters have very different ideas of how local arts

organizations are funded.

35%

21%

19%

8%

17%

0% 10% 20% 30% 40%

Donations from individuals

Ticket purchases

Donations from businesses

Support from government

Other/DK/NA

To the best of your knowledge, where does most of the funding for arts and cultural organizations in the Portland region come from?

Fairbank, Maslin,



23


8%

16%

32%

19%

8%

17%

0% 10% 20% 30% 40% 50%

Increasing a great deal

Increasing somewhat

Staying about the same

Decreasing somewhat

Decreasing a great deal

DK/NA

9. (IF INCREASING/ DECREASING: Is that INCREASING/DECREASING a great deal, or just somewhat?)

Voters are split on whether fundinghas been increasing or decreasing.

Over time, do you think financial support for arts and cultural organizations in the Portland region has been increasing, staying about the same, or decreasing?

Total Total DecreasingDecreasing

27%27%

Total Total Increasing Increasing

24%24%

•ParentsParents

•Residents of less Residents of less than 10 yearsthan 10 years

•Women under 50Women under 50

•College-educatedCollege-educated

•Regular attendersRegular attenders

Fairbank, Maslin,



Support for Dedicated FundingSupport for Dedicated Funding

Fairbank, Maslin,



25


40%

30%

8%

9%

13%

0% 20% 40% 60%

Definitely yes

Probably yes

Probably no

Definitely no

Undecided

10. IF YES/NO: “Is that definitely or just probably?”)

In principle, voters supportadditional dedicated funding.

In your personal opinion, do you think arts and cultural organizations in the Portland region need additional, dedicated and reliable funding over the

long term to better reach and serve the public?

Total NoTotal No17%17%

Total Yes Total Yes 70%70%

Fairbank, Maslin,




Proposal Description Tested

SOME PEOPLE IN THE PORTLAND AREA HAVE DEVELOPED AN IDEA KNOWN AS THE “ARTS, CULTURE AND CREATIVITY” PROPOSAL. THIS PROPOSAL WOULD INCREASE INVESTMENT IN ARTS EDUCATION IN ALL LOCAL SCHOOLS, SO THAT ALL CHILDREN HAVE OPPORTUNITIES TO EXPLORE CREATIVE ACTIVITIES THAT HELP THEM LEARN, GROW, AND BECOME FUTURE INNOVATORS AND LEADERS. IT WOULD ALSO OFFER RESIDENTS THROUGHOUT THE REGION MORE OPPORTUNITIES TO ENJOY THE ARTS AT NEIGHBORHOOD VENUES, AND WOULD PROVIDE INCENTIVES TO ATTRACT AND KEEP ARTISTIC AND CREATIVE PEOPLE AND ORGANIZATIONS IN THE PORTLAND REGION.

A COMPREHENSIVE FINANCING PLAN FOR THIS PROPOSAL IS BEING DEVELOPED. IT WILL MAXIMIZE THE USE OF EXISTING PUBLIC RESOURCES, BUT WOULD LIKELY INCLUDE SOME KIND OF SMALL INCREASE IN LOCAL TAXES. IT WILL USE PUBLIC DOLLARS AS MATCHING FUNDS TO ENCOURAGE PRIVATE GIVING, AND WILL SUBJECT ALL SPENDING TO ANNUAL INDEPENDENT AUDITS AND CITIZEN OVERSIGHT.

Fairbank, Maslin,



27


38%

31%

10%

13%

8%

0% 20% 40% 60%

Strongly support

Somewhat support

Somewhat oppose

Strongly oppose

Don't know

11. Overall, does the arts, culture and creativity proposal sound like something that you would support or oppose?

Two thirds of voters support the proposal.

Total Total OpposeOppose

23%23%

Total Total Support Support

69%69%

Fairbank, Maslin,



28


82%

74%

67%

44%

14% 18

% 24%

41%

4%

8% 9%

15%

0%

20%

40%

60%

80%

100%

Monthly Every Few Months Once a year Less often DK/NA

Total Support Total Oppose Undecided

% of Sample (30%) (27%)

Arts Visits

(23%)

Proposal Support Demographics


(20%)

Fairbank, Maslin,



29


68%

59%

78%

70%

21% 33

%

14% 22

%

11%

8% 8% 8%

0%

20%

40%

60%

80%

100%

18-49 50+ 18-49 50+


% of Sample (22%)

Gender by Age

(24%)

Proposal Vote Demographics


(25%) (27%)

Men Women

Fairbank, Maslin,



30


59% 68

% 73%

71%

31%

25%

18%

21% 27

%

19%

10%

7% 9% 8% 9% 9%

72%

64%

0%

20%

40%

60%

80%

100%

HighSchool or

Less

SomeCollege

CollegeGraduate

PostGraduate

Non-College

College +


Education



% of Sample (17%) (25%) (38%) (20%) (42%) (58%)

Fairbank, Maslin,



31


54%

73%

70% 75

%

39%

18%

20%

18%

7% 9% 10%

7%

0%

20%

40%

60%

80%

100%

Men Women Men Women


% of Sample (20%)

Education by Gender

(30%)

Proposal Vote Demographics


(22%) (28%)

Non-College College+

Fairbank, Maslin,



32


84%

67%

64%

64%

66%

10%

24% 28%

28%

23%

6% 9% 8% 8% 11%

0%

20%

40%

60%

80%

100%

<10 11-20 20-40 40+ Born & Raised


Years in Area



(18%) (23%) (13%)(17%) (29%)% of Sample

Fairbank, Maslin,



33


66%

80%

26%

11%

8% 9%

0%

20%

40%

60%

80%

100%

Own Rent


% of Sample (77%)

Residence

(20%)



Fairbank, Maslin,



34


77%

75%

51%

12% 21

%

40%

11%

4%

9%

0%

20%

40%

60%

80%

100%

Democrat Non-partisan/Other Republican


% of Sample (45%) (25%)

Party

(30%)



Fairbank, Maslin,



35


63% 71

%

70%

28%

21%

21%

9% 8% 9%

0%

20%

40%

60%

80%

100%

Clackamas Multnomah Washington


% of Sample (25%) (45%)

County

(30%)



Fairbank, Maslin,



36


25%

20%

14%

14%

12%

11%

9%

9%

9%

9%

8%

5%

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

Reasons for Supporting the Proposal

12a. In a few words of your own, why would you SUPPORT this proposal?

(Open-ended, split sample, top responses, asked of supporters only)

Children Benefit/Good For Kids/Positive Impact On Child Development

Important/High Priority/Critical Issue

Education Enhancement/More Diverse/Well-Rounded Education

Life Enrichment/Positive Impact On Future/Later Life/Quality Of Life

Personal/Adult Enjoyment/Entertainment/Neighborhood Venues/Events

General Positive/Good Idea/Arts & Culture Are Good Things

Dedicated Funding/Financial Support/Money Is Needed For Arts

Future Generations/Artistic/Cultural Heritage Continuation

School Program/Workshop Availability

Societal Benefits/Arts/Culture Define Us As People

City Image/Atmosphere

Incentives To Attract/Keep Artistic & Creative People/Orgs In Portland

Fairbank, Maslin,



37


Sample Comments From Supporters

““The arts are highly undervalued and children need the thought process that comes with studying The arts are highly undervalued and children need the thought process that comes with studying the arts.”the arts.”

““We need arts and culture and creativity in Portland; it's part of the culture.”We need arts and culture and creativity in Portland; it's part of the culture.”

““It is good for everyone to know about different cultures, especially children; it is important for It is good for everyone to know about different cultures, especially children; it is important for them to know that people are very diverse. “them to know that people are very diverse. “

““The children and even adults need to know that there's more to life than just going to school and The children and even adults need to know that there's more to life than just going to school and work and doing chores and errands.”work and doing chores and errands.”

““It would help to educate children and help contribute to the fabric of our life in that region.”It would help to educate children and help contribute to the fabric of our life in that region.”

““A community is only as rich as the art it supports; if we don't plant a seed, it won't grow to enrich A community is only as rich as the art it supports; if we don't plant a seed, it won't grow to enrich us culturally.”us culturally.”

““It would be very important to have something for the children to see instead of the junk on TV.”It would be very important to have something for the children to see instead of the junk on TV.”

““As an author, I know a lot of writers and we can't make it on our writing alone; we need the As an author, I know a lot of writers and we can't make it on our writing alone; we need the support of workshops and school support.”support of workshops and school support.”

““Art and artistic effects have a fabulous multiplying effect on the economy; they provide great Art and artistic effects have a fabulous multiplying effect on the economy; they provide great entertainment.”entertainment.”

““I would rather have my tax dollars go there than to the war or anything related to violence.” I would rather have my tax dollars go there than to the war or anything related to violence.”

““Portland needs a strong art culture because that is what Portland is known for.”Portland needs a strong art culture because that is what Portland is known for.”

Fairbank, Maslin,



38


Sample Comments From Opponents

““We are being killed by taxes now and any new tax should go to something We are being killed by taxes now and any new tax should go to something better, like schools and education.”better, like schools and education.”

““Our taxes are being misused in and around the Portland area and art should Our taxes are being misused in and around the Portland area and art should be at the bottom of the list as far as priorities of how taxes are being spent.”be at the bottom of the list as far as priorities of how taxes are being spent.”

““We don't need new taxes; the existing ones need to be utilized correctly. “We don't need new taxes; the existing ones need to be utilized correctly. “

““I am over 90 years old and handicapped and I don't attend anything. “I am over 90 years old and handicapped and I don't attend anything. “

““Taxpayers shouldn't have to pay for cultural stuff; the rich people who go to Taxpayers shouldn't have to pay for cultural stuff; the rich people who go to them should pay for it.”them should pay for it.”

““I'm not into the arts. “I'm not into the arts. “

““If I am going to see an art or cultural event, I would rather pay more for a If I am going to see an art or cultural event, I would rather pay more for a ticket than raise taxes.“ticket than raise taxes.“

““I'm tired of being taxed to death and it's not a legitimate reason to be taxed.” I'm tired of being taxed to death and it's not a legitimate reason to be taxed.”

““The market needs to fund it and not the taxpayers.”The market needs to fund it and not the taxpayers.”

Fairbank, Maslin,



39


33%

17%

16%

14%

12%

11%

10%

7%

6%

6%

0% 10% 20% 30% 40% 50%

Reasons for Opposing the Proposal

12b. In a few words of your own, why would you OPPOSE this proposal?

(Open-ended, split sample, top responses, asked of opponents only)

Taxpayer/Public Funding/Should Find Other Way To Fund

Cost/Too Expensive/Can't Afford

Not Important/Other Issues Are More Important

Dedicated Funding Will Be Misspent/Money Won't Go To Right Places

Ticket Sales/Events Proceeds Should Provide Funding

Government Involvement/Shouldn't Be Supported By Government

Private Funds Should Provide Support For Arts

Funding Already Exists/Should Spend Money They Have More Wisely

Other Education Elements Need More Emphasis

Personally Don't Attend/Not Interested In Arts/Cultural Events

Fairbank, Maslin,



40


35%

24%

19%

24%

24%

10%

14%

20%

24%

31%

7%

7%

49% 6% 6%

0% 20% 40% 60% 80% 100%

$1 per month

$3 per month

$5 per month

Very Will. W.S. Will. S.W. Unwill. Very Unwill. DK/NA

68%68% 26%26%

59%59% 34%34%

A majority of voters are willing to pay as much as $3 per month

to fund the proposal.

13. Next, would you be willing to pay _________ more in taxes to support the arts, culture and creativity proposal?

(Ranked by % Very Willing)

48%48% 45%45%

Fairbank, Maslin,



41


45%

37%

26%

32%

36%

12%

8%

12%

15%

15%

48% 14%

0% 20% 40% 60% 80% 100%

Much More Lik. S.W. More Lik. S.W./Much Less Lik. No Diff./DK/NA

Audits and free admission days enhance the proposal’s appeal.

14. I’m going to read you a list of specific potential aspects of this proposal. After I read each one, please tell me whether each one would make you more likely or less likely to support the proposal. *Split Sample

(Ranked by % Much More Likely)

*Organizations that received funding would be required to offer free admission to Portland residents one day per week

*All spending would be subject to independent, annual audits

*A portion of the funding could be dedicated to support places for learning about science

and history, like the Oregon Museum of Science and Industry, known as OMSI, and

the Historical Society

Fairbank, Maslin,



42


35%

32%

28%

31%

35%

37%

38%

18%

17%

17%

19%

13%

14%

15%

37% 14%

0% 20% 40% 60% 80% 100%

Much More Lik. S.W. More Lik. S.W./Much Less Lik. No Diff./DK/NA

Continued

14. I’m going to read you a list of specific potential aspects of this proposal. After I read each one, please tell me whether each one would make you more likely or less likely to support the proposal. *Split Sample

*Organizations that received funding would be required to offer free admission to Portland residents one day per month

*A portion of the funding could be dedicated to support local libraries

*Funding would also provide grants to attract employers in creative industries –

like architecture or graphic design – to the Portland area

Any organization that received public funding would be required to raise a matching amount in private funding

Fairbank, Maslin,



43


44%

43%

36%

41%

0% 20% 40% 60% 80% 100%

Very Conv. S.W. Conv.

16. Next, I'm going to read you some statements made by supporters of the arts, culture and creativity proposal. After hearing each statement, please tell me whether you find it a very convincing, somewhat convincing, or not convincing reason to support the proposal. *Split Sample

80%80%

84%84%

The most compelling arguments relate to arts education.

(Ranked by % Very Convincing Reason Support the Proposal)

% Don’t% Don’t BelieveBelieve

4%4%

2%2%

Think back to your time in school – chances are you participated in theater, music, or art activities you enjoyed, and that helped you grow. Today, those

programs are being cut back at Portland-area schools; in many schools, they are unavailable or only offered to

students who pay hundreds of dollars in extra fees. This proposal will help once again make the arts an essential –

and free – part of all our children’s education.

*Early involvement with the arts gives young people confidence and the ability to express themselves that will

serve them well later in life – and begin a lifelong involvement with the arts that they will enjoy and pass on

to their own children.

Fairbank, Maslin,



44


39%

28%

42%

49%

0% 20% 40% 60% 80% 100%

Very Conv. S.W. Conv.

16. Next, I'm going to read you some statements made by supporters of the arts, culture and creativity proposal. After hearing each statement, please tell me whether you find it a very convincing, somewhat convincing, or not convincing reason to support the proposal. *Split Sample

81%81%

77%77%

Continued

% Don’t% Don’t BelieveBelieve

4%4%

4%4%

*Arts activities foster creativity – the ability to generate new ideas and turn them into reality – which is especially

important for children. Creative problem-solving skills are a critical component in today’s competitive, global

economy, and studies show that students with some involvement in the arts average 90 points higher on the

SAT.

Many local arts and cultural organizations are struggling financially; over time, funding for most organizations,

from both public and private sources, has been declining. We need this proposal to preserve Portland’s thriving arts

and cultural community for future generations to participate in and enjoy

Fairbank, Maslin,



45


40%

31%

9%

16%

4%

0% 20% 40% 60% 80%

38%

31%

10%

13%

8%

0% 20% 40% 60% 80%

Strongly support

Somewhat support

Somewhat oppose

Strongly oppose

Don't know

11. Overall, does the arts, culture and creativity proposal sound like something that you would support or oppose?17. It would be funded through a mix of private funding and a small increase in local taxes. Does this proposal sound like something that you would support or oppose?

Messaging slightly increases support for the proposal.


23%23%


71%71%

Initial Support


25%25%


69%69%

After Positive Arguments

Fairbank, Maslin,




Opposition Argument Tested

Here is a statement from opponents of this proposal. They say that Portland already has a diverse and vibrant arts community, which is doing fine as it is. With the economy moving toward a recession, we simply cannot afford to raise taxes to provide funding to the arts – especially when there are higher priorities for our tax dollars right now, like schools, roads, and public safety. We should not be using our tax dollars to subsidize art exhibitions and performances that are mainly used by a small group of well-off people who have more than enough money to support such programs on their own.

Fairbank, Maslin,



47


66%71%69%

25% 29%23%

8% 4% 5%

0%

20%

40%

60%

80%

100%


Total Support 69% 71% 66%

Total Oppose 23% 25% 29%

Undecided 8% 4% 5%

Initial SupportAfter Positive

ArgumentsAfter Negative

Argument

11/17/18. Does this proposal sound like something that you would support or oppose?

Support for the proposal remains steadily over 60%.

Fairbank, Maslin,



48


Segmenting the Electorate

Consistent Strong Consistent Strong SupportersSupporters Positive Swing VotersPositive Swing Voters Ever OpponentsEver Opponents

25% of the Electorate 40% of the Electorate 35% of the Electorate

Voters Under 30Voters Under 30 Voters Age 30-39Voters Age 30-39 Republicans Age 50+Republicans Age 50+

Frequent AttendeesFrequent Attendees MothersMothers Non-College MenNon-College Men

RentersRenters Democrats Age 50 and OverDemocrats Age 50 and Over RepublicansRepublicans

Democrats Under 50Democrats Under 50 Less Than Ten Yrs. in AreaLess Than Ten Yrs. in Area Men Age 50 and OverMen Age 50 and Over

Democratic WomenDemocratic Women Democratic MenDemocratic Men Republicans Under Age 50Republicans Under Age 50

Non-Partisan WomenNon-Partisan Women ParentsParents SeniorsSeniors

Non-Partisans Under 50Non-Partisans Under 50 Age 75 and OverAge 75 and Over 40+ years in Region40+ years in Region

Unmarried WomenUnmarried Women Infrequent Attendees Who Are Infrequent Attendees Who Are Female or Under 50Female or Under 50

Infrequent Attendees Who Infrequent Attendees Who Are Male or Age 50+Are Male or Age 50+

Post-Graduate EducationPost-Graduate Education DemocratsDemocrats High School Education or High School Education or LessLess

Women Under 50Women Under 50 College-Educated MenCollege-Educated Men Age 50 and OverAge 50 and Over

Democrats/Non-PartisansDemocrats/Non-Partisans Household Income Under $50KHousehold Income Under $50K

Fairbank, Maslin,




Conclusions

Portland-area voters share a broad, principled commitment to supporting the arts, culture and creativity.

Arts education is the foundation upon which funding proposals must be built.

Family experiences and connections to the arts are also important, as is the idea of passing traditions and experiences across generations.

Voters understand – and value – the benefits of the arts for encouraging creativity, confidence, and self-expression, which voters know benefit the region in many ways.

The transition to a specific funding proposal – such as a ballot measure – will likely lead to reduced support.

The primary risk stems from the feeling that arts are a “want,” not a “need;” overall, the issue lacks urgency.

Fairbank, Maslin, Maullin & AssociatesOpinion Research & Public Policy Analysis

Santa Monica - Oakland - Madison, WI - Mexico City

1999 Harrison St., Suite 1290Oakland, CA 94612

Phone (510) 451-9521Fax (510) 451-0384 [email protected]

For more information, contact:

Documents

Methodology