Vision 2020 Greater Bakersfield: Image in California AUGUST 2002

Vision 2020

Greater Bakersfield: Image in California

AUGUST 2002

www.cogentresearch.com

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• OBJECTIVES & METHODOLOGY

• STRATEGIC SUMMARY

• RESEARCH FINDINGS

Overall Perceptions of Bakersfield

Attitudes of Consumers

Tourism

Relocation

Retirement

Attitudes of Businesses

Demographic Profiles

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4

OBJECTIVES

This quantitative study is Phase II of a two-phase project. The purpose of this study is to measure:

• The needs of California residents with regard to tourism, relocation, and retirement

• The needs of California businesses with regard to relocation

• California residents’ and business persons’ perceptions of Bakersfield

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METHODOLOGY

Population: Residents (Random Sample)Business Persons (Expansion

Management magazine subscribers)

Area: California

Methodology: Phone

Data Collection Period: July 9 - July 26

Sample Size (error): Residents n=400 (+ 4.90 pp)Business Persons n=400 (+ 4.90 pp)

Residents were not asked all questions in the survey. For some batteries of questions, residents were split into “tourist,”

“relocater,” and “retiree” groups.

References to question numbers in two questionnaires, labeled QC# for the consumer questionnaire and QB# for the business

questionnaire, appear throughout this report.

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Tourism

Relocation

Retirement



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STRATEGIC SUMMARY

Familiarity with Bakersfield positively affects perceptions Confirming our qualitative findings, consumers who have spent time in Bakersfield, who have family and friends who live in Bakersfield, or who have had the opportunity to get to know the people that live there have a more favorable impression of the community. In addition, business people who have a favorable impression of Bakersfield most often attribute it to visiting the city.

A significant proportion of both consumers and business persons report very limited knowledge of Bakersfield. In many cases, their lack of knowledge and experience results in their having little or no impression of the city. Over a third of both groups say that their overall impression of Bakersfield is neither unfavorable nor favorable.

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STRATEGIC SUMMARY

As we saw in the qualitative interviews, people’s perception of Bakersfield changed when they learned more about what the city has to offer. For example, a common perception among consumers is that there is “nothing to do” in Bakersfield. However, when they are read messages about the various activities available, many say they would be more likely to visit the city. In addition, most business persons are unaware of the quality and availability of Bakersfield’s labor force. After hearing messages about the labor force, they say they would be more likely to relocate their company to Bakersfield.

These misconceptions and lack knowledge present a great opportunity for Bakersfield to positively change its target markets’ perceptions through education and strategic communication.

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STRATEGIC SUMMARY

Perceived Strengths of BakersfieldCost of living and housing The perception that cost of living and housing is a strength of Bakersfield is held among people looking to relocate, people who may be retiring in the near future, and business persons. In particular, the message about the cost of housing makes business people more likely to consider relocating to Bakersfield.

Friendliness of peopleThe friendliness of the people who live in Bakersfield is perceived as better than in other communities. This is an important feature for people looking to relocate to another community.

Ability to offer a “change of pace”This is a factor that tourists look for when choosing a community to visit and one which they believe Bakersfield can provide better than other communities.

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STRATEGIC SUMMARY

RestaurantsBakersfield’s restaurants are perceived as being better than those of other communities. The quality of an area’s restaurants is important to tourists.

Cost of land and labor Businesses are most likely to relocate in order to reduce costs and because growth of the company has created a need for a larger facility. In particular, the cost of labor weighs relatively heavily in their relocation decision. Bakersfield’s cost of land and labor is perceived as better than that of other communities.

Accessibility to highwaysAccessibility to highways, which is important in business relocation decisions, is perceived as better in Bakersfield than in other communities.

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STRATEGIC SUMMARY

Perceived Weaknesses of BakersfieldWeather Bakersfield’s hot, dry weather was found to have a negative impact on both consumers’ and business persons’ impressions of the city. Weather is perceived as being very important by all groups. In several instances, Bakersfield’s weather has prevented tourists from visiting and relocaters from moving there.

Cultural and recreational activitiesBakerfield’s night life, and cultural and recreational activities are perceived as being worse than in other communities. Such activities are very important to tourists, and influential in their decisions about where to visit. Importantly, when read messages about the activities Bakersfield has to offer, the majority of participants say that the information makes them more likely to visit. The fact that survey paticipants respond favorably to information about culture and recreation in Bakersfield is consistent with qualitative findings.

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STRATEGIC SUMMARY

Career and higher educations opportunities Consumers who are likely to relocate within the next two years are driven to do so for career and educational opportunities. Those who are unlikely to relocate to Bakersfield cite the job market as one of the reasons. Not surprisingly, messages about the higher education institutions in Bakersfield make potential relocaters more likely to want to move to there.

Medical careThe availability of and quality of medical care are deemed the most important factors to people looking for somewhere to retire. In general, Bakerfield’s medical care is perceived as worse than that of other communities.

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STRATEGIC SUMMARY

The quality of labor force Labor, particularly its availability, is among the most important factors that businesses consider when deciding where to relocate to. Work ethic of the labor force is important to businesses. However, the work ethic of Bakersfield’s labor force is not perceived as relatively strong. Not surprisingly, the message about the strength of Bakersfield’s labor force makes businesses more likely to want to relocate there.

Location Businesses feel they need to be closer to other areas, or closer to their established markets and customer bases, and seem unsure about the business opportunities in Bakersfield.

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STRATEGIC SUMMARY

RecommendationsThere are several areas in which Bakersfield is living up to consumers’ and businesses’ expectations and needs. We recommend that Bakersfield continue to concentrate on excelling in these areas and communicating its excellence in these areas to the appropriate groups.

There are also a number of areas that are important to consumers and businesses which are perceived as being worse in Bakersfield than in other communities. In several cases, both consumers and businesses are simply unaware of what Bakersfield has to offer. These misconceptions can be corrected by educating people about Bakersfield’s true strengths.

This study explored the needs and perceptions of several different groups of people including tourists, people looking to relocate, people who may being retiring in the near future, and business persons. We recommend addressing the disparate needs of each of these groups with the messages that will be most relevant to them. The specific recommendations for each of these groups follow.

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STRATEGIC SUMMARY

Tourists• Educate consumers about the recreational and cultural activities Bakersfield has to offer. Let them know that there are, in fact, many “things to do” in Bakersfield and that there are many reasons to visit.• Highlight Bakersfield’s superior restaurants and the “change of pace” from regular life it can offer to tourists.

Relocaters• Educate consumers about the abundant job opportunities and higher education opportunities in Bakersfield.• Educate consumers about the quality of Bakersfield’s public education.• Promote Bakersfield’s low crime rate, low cost of living, and low cost of housing.• Promote the friendliness of the people who live in the Bakersfield community.• Concentrate less on promoting Bakersfield’s central location.

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STRATEGIC SUMMARY

Retirees• Educate older consumers about the quality and availability of medical care in Bakersfield. • Promote the affordable cost of living.

Businesses• Educate business persons about the stability, availability, skills, and work ethic of Bakersfield’s labor force.• Educate businesses about Bakersfield’s accessibility to major markets.• Promote the affordability of labor, living, and housing in Bakersfield.• Promote the abundance of affordable land available in and around Bakersfield. • Promote Bakersfield’s accessibility to major highways.

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Tourism

Relocation

Retirement



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Perceptions of Bakersfield are consistent across both consumers and businesses. The largest proportion of consumers and businesses in fact have no impression of Bakersfield. In addition, those with unfavorable views outweigh those with favorable views.

Very unfavorable

14%

Somewhat unfavorable

28%Neither

unfavorable nor favorable

39%

Somewhat favorable

17%

Very favorable3%

CONSUMERSCONSUMERS BUSINESSBUSINESS

Overall Perception of Bakersfield

Overall Perception of Bakersfield

QC2, QB1. What is your overall perception of Bakersfield, California? Please use a scale of 1 to 5 where 1 is “very unfavorable” and 5 is “very favorable.”

Very unfavorable

14%


28%Neither


38%

Somewhat favorable

14%

Very favorable6%

Subgroup analysis: Business persons whohave been to Bakersfield within the past yearhave a more favorable impression than those who have not been there in the past year.

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Among both groups, perceptions of Fresno are similar to perceptions of Bakersfield. Perceptions of Los Angeles are slightly more favorable.

Very unfavorable

12%


20%

Neither unfavorable

nor favorable35%

Somewhat favorable

19%

Very favorable7%


OverallPerception of Other Cities

OverallPerception of Other Cities

QC3, QB2. What is your overall perception of Fresno, California?

QC4, QC3. What is your overall perception of Los Angeles, California?

Very unfavorable

16%


24%Neither


24%

Somewhat favorable

23%

Very favorable14%Very

unfavorable22%


21%

Neither unfavorable

nor favorable17%

Somewhat favorable

27%

Very favorable13%

Very un-favorable

9%


19%

Neither unfavorable

nor favorable38%

Somewhat favorable

21%

Very favorable8%

FresnoFresno

Los AngelesLos Angeles

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QC45. You mentioned before that your perception of Bakersfield is (answer Q2). What experiences or information helped form this perception?

Factors Shaping Perception of Bakersfield


Consumers with favorable impressions of Bakersfield seem to be most influenced by the people who live there. The majority of consumers with negative impressions of Bakersfield are influenced by the weather. They also mention a lack of “things to do.”

UNFAVORABLE:

n=165Hot, dry weather

55%Dull/boring/nothing to do

23%Dirty town

14%Not impressed/don't like it

12%Only drove through

8%Crime/drugs

7%Family/friends there

7%A previous visit

3%Never been there

2%Other

11%

FAVORABLE:

n=80Family/friends there

26%Good people/community

18%Other activities

13%Restaurants or shopping

11%Hot, dry weather

10%Only drove through

9%Appearance/cleanliness

9%A previous visit

4%The cost of living

4%Educational institutions

3%

CONSUMERSCONSUMERS

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QB27. You mentioned before that your perception of Bakersfield is (answer Q1). What experiences or information helped form this perception?



Business persons have favorable impressions of Bakersfield from visiting the community and from reading about it and are impressed by the business opportunities for their industry. Those with negative impressions cite the weather and isolated location as influential.

BUSINESSBUSINESS

UNFAVORABLE:

n=166Weather/hot/dry

42%Location/desolate/isolated

22%Bad business opportunity

14%Have only driven through

12%Have visited Bakersfield

10%Agricultural/Farming/Oil industry

7%Not a lot to do

4%Have read or heard about it

4%Used to live/work there

4%Smog/fog

3%Dirty/wasn't clean

3%Too much desert

2%Crime/corrupt police system

2%Family/Friends

2%Lack of education

1%Rural community/not a big city

1%Never been there

1%Other

23%

FAVORABLE:

n=82Have visited Bakersfield

17%Business opportunities/industry

13%Have read or heard about it

12%New development/nice housing

11%Have only driven through

10%Used to live/work there

7%Rural community/not a big city

5%Weather

4%Family/Friends

2%Agricultural/Farming/Oil industry

2%Location

1%Other

34%Don't know/refused

4%

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Over three-quarters of both consumers and business persons have visited Bakersfield. Over a third have visited within the past year.

Have not been to Bakersfield

22%

Have been to Bakersfield

78%


Visits to BakersfieldVisits to

Bakersfield

Q40C, Q22B. Have you ever been to Bakersfield, California?

Q41C, Q23B. When was the last time you were in Bakersfield?

Within last year 37%Within last 5 years 29%Within last 10 years 15%Within last 20 years 11%Over 20 years ago 9%

Have not been to Bakersfield

16%

Have been to Bakersfield

85%

Within last year 43%Within last 5 years 30%Within last 10 years 14%Within last 20 years 9%Over 20 years ago 5%

Subgroup analysis: Younger consumers (18-34) are less likelythan older consumers to have been to Bakersfield. People wholive in Los Angeles county are less likely to have been to Bakersfield than those who live elsewhere in California.

Subgroup analysis: Business persons with a more favorable impression are more likely to have been to Bakersfield within the past year.

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The majority of consumers and business persons feel “the southern part of the Central Valley” best describes Bakersfield’s location.

Don't know11%

Something else better describes it

4%

The southern part of the

Central Valley60%

The northern part of

Southern California

26%


Perception of Bakersfield’s

Location

Perception of Bakersfield’s

Location

QC42, QB24. Which of the following best describes Bakersfield’s location?

The northern part of

Southern California

24%

The southern part of the

Central Valley63%

Something else betterdescribes it

5%

Don't know8%

Subgroup analysis: Younger consumers (18-34) are more likely than older consumers to feel “the northern part of southern California” better describes Bakersfield.

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The majority of consumers and business persons are aware that Bakersfield is located in Kern County.

Don't know3%

No43%

Yes55%


Awareness of Bakersfield’s

Location

Awareness of Bakersfield’s

Location

QC43, QB25. Are you aware that Bakersfield is located in Kern County?

No32%

Yes68%

Subgroup analysis: Younger consumers (18-34) are less aware than older consumers.

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There is a slightly larger proportion of people who have a more favorable impression of “Kern County” than those who prefer “Greater Bakersfield.” However, the largest proportion of people do not have a preference between the two labels.

Neither is better than the other

55%

Kern County31%

Greater Bakersfield

14%


Impression of Location

Descriptions

Impression of Location

Descriptions

QC44, QB26. Which description of the area do you have a more favorable impression of?

Neither is better than the other

43%

Kern County32%

Greater Bakersfield

25%

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Tourism

Relocation

Retirement



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The vast majority of consumers travel between one and five times a year. Almost a quarter of them travel over five times a year.

More than 10 times a year

14%

6 to 10 times a year

10%

2 to 5 times a year48%

About once a year17%

Less than once a year

12%

Frequency of Leisure TravelFrequency of Leisure Travel

QC5. How often do you travel for leisure?

CONSUMERSCONSUMERS

Subgroup analysis: Younger consumers (18-34) travel for leisure more often.

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The cultural activities/entertainment available

31%The weather of the area

25%The cleanliness of the area

17%The safety of the area

16%The scenery

13%The outdoor recreational activities available

13%The proximity/location

10%The quality/friendliness of the people/community

9%The restaurants

9%The presence of family or friends living there

8%The hotels and accommodations

8%The historical sites in the area

8%The population density/number of tourists

6%The activities available for children and families

5%The cost involved

5%The shopping available in the area

5%The traffic/roadways/transportation

4%Other

11%

QC6. When you are evaluating a community as a place to visit, what are the most important factors you consider?

Factors Influencing

Tourism Choices

Factors Influencing

Tourism Choices

Tourists most often consider the cultural activities/entertainment and the weather when evaluating places to visit.

CONSUMERSCONSUMERS

Subgroup analysis: Younger consumers (18-34) are more likely than older consumers to consider the safety of the area and the outdoor recreational activities. Older consumers(55+) are more likely to consider presence of family and friends. Single people are more likely than married people to consider the friendliness of the people. Married people and people 35-54 are more likely than other groups to consider activities for children and families. People from northern California aremore likely to consider the scenery than people who live elsewhere.

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The weather, the outdoor recreational activities, and the restaurants are most important to consumers when they are deciding what communities to visit.

Factors Influencing

Tourism Choices

Factors Influencing

Tourism Choices

QC8-18. Now, I’m going to read a list of factors that might influence someone’s decision to visit a certain community. Please tell me how important each factor is to you. Please rate each factor on a scale of 1 to 5 where 1 is “Not important at all” and 5 is “Very important.”

54%

38%

30%

32%

28%

36%

27%

31%

23%

21%

17%

23%

30%

34%

29%

31%

19%

28%

24%

27%

26%

20%

Mean

The weather

The area's ability to provide you with a change of pace from your regular life

The cultural activities available

The activities available for children and families

The hotels and accommodations

The historical sites in the area

The shopping opportunities in the area

The transportation available in the area

The night life the area offers

The outdoor recreational activities available

The restaurants

4.22

3.82

3.81

3.73

3.61

3.45

3.50

3.59

3.35

3.15

2.88

5- Very Important 4

Subgroup analysis: Outdoor recreational activities, shopping, “change of pace,” night life, and job opportunities are more important to younger consumers. Historical sites, cultural activities, friendliness of people, and weather are more important to older consumers.

n=307

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The majority of consumers are very unlikely to visit Bakersfield within the next year, while over a quarter are at least somewhat likely to do so.

Very likely16%

Somewhat likely11%

Neither likely nor unlikely

2%

Somewhat unlikely

14%

Very unlikely58%

Likelihood to Visit

Bakersfield

Likelihood to Visit

Bakersfield

QC46. How likely are you to visit Bakersfield within the next year?

CONSUMERSCONSUMERS

Subgroup analysis: Consumers who have been to Bakersfield recently are more likely to visit again. People who live in Central and South Central California are more likely to visit Bakersfield than thosewho live elsewhere in California.

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No reason to visit/not interested

66%Location

11%Will only come for family/friends

7%Weather/too hot

7%Family moved/no longer lives there

5%Health issues/age

4%Only go for business

3%“Trashy” place

2%Other

5%QC47. (If Q46<5) Why aren’t you more likely to visit to Bakersfield?

Reasons Preventing

Visiting Bakersfield

Reasons Preventing

Visiting Bakersfield

Consumers who are unlikely to visit Bakersfield feel they have no reason to do so. Other barriers, such as location and weather, are rarely top of mind.

CONSUMERSCONSUMERS n=338

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18%

13%

11%

9%

10%

8%

8%

8%

8%

6%

5%

6%

6%

12%

7%

9%

10%

7%

10%

8%

25%

8%

6%

10%

13%

12%

11%

13%

7%

15%

14%

30%

12%

14%

12%

4%

3%

4%

4%

3%

3%

4%

3%

5%

Ratings of BakersfieldRatings of Bakersfield

Across most factors, in particular weather and night life, Bakersfield is perceived to be below average compared with other communities in California. Bakersfield’s strength as a tourist destination is its ability to offer tourists a “change of pace.”

QC50-60. Now, I’m going to repeat a list of factors that might be used to evaluate a community as a place to visit. For each factor, please tell me whether you consider Bakersfield much worse, somewhat worse, about the same, somewhat better, or much better than other communities in California that you are familiar with.

The area's ability to provide you with a “change of pace”

The restaurants


The weather

The hotels and accommodations


The activities available for children/families


The historical sites in the area

The transportation available in the area


TOURISTSTOURISTSSomewhat worse

Somewhat better

Much worse

Much better

Subgroup analysis: Consumers who have been to Bakersfield recently perceive activities for families, shopping,and restaurants to be better.

n=307Neutral categories not shown

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Importance vs. Performance

The chart on the following page illustrates how well Bakersfield performs with regard to the factors which may influence a person’s decision to visit a community. Items are plotted from bottom to top in increasing order of importance and from left to right in increasing order of Bakerfield’s perceived performance.

Upper-Left Quadrant: High Importance, Lower Performance.This is perhaps the most critical area for Bakersfield because it demonstrates areas that are very important to consumers and in which Bakersfield is perceived as worse than other communities.

Upper-Right Quadrant: High Importance, Higher Performance.Items is this quadrant represent those for which Bakersfield is living up to consumers’ expectations. While there is no indication that Bakersfield’s performance is in need of improvement, it should continue to make these areas a priority. Lower-Right Quadrant: Low Importance, Higher Performance.Items in this quadrant represent those for which Bakersfield is exceeding expectations.

Lower-Left Quadrant: Low Importance, Lower Performance.Bakersfield’s performance in these areas is relatively low. However, because they are less important to consumers, there is less reason to be concerned.

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Historical sites

Change of pace

Transportation

Nightlife

Resturants

Hotels

Shopping

Weather

Outdoor Recreation

Cultural Activities

Activities for children

35%

40%

45%

50%

55%

60%

65%

70%

75%

80%

5% 10% 15% 20% 25%Performance

Mean = 14% (Top 2 Box)

Import

ance

Mean =

57

% (

Top 2

Box)

Consumer

Importance/Performance

Matrix

ConsumerImportance/Performance

Matrix

TOURISTSTOURISTS

High ImportanceLower Performance

High ImportanceHigher Performance

Low ImportanceHigher Performance

Low ImportanceLower Performance

Areas of high importance and lower performance include weather and outdoor recreational activities. Areas of high importance and higher performance include restaurants and ability to offer a “change of pace.”

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Potential tourists are more influenced by messages about the outdoor recreational activities and cultural activities in Bakersfield.

20%

12%

16%

9%

30%

30%

19%

20%

Reactions to Messages


QC82-85. I’m going to read you some statements about Bakersfield, California. Please tell me whether each statement makes you less likely, neither less nor more likely, or more likely to consider visiting there.

Bakersfield has abundant outdoor recreational activities such as golf courses, bike paths, white water rafting, camping, fishing, water sports, etc

Bakersfield's entertainment activities include several race tracks, from NASCAR to drag racing, and concerts from a variety of entertainers such as Elton John, Jewel and Buck Owens to Korn, Blink 182 and Tool

Bakersfield and Kern County are centrally located-no more than two hours from downtown Los Angeles-or four hours from either San Diego or San Francisco

Bakersfield's cultural activities include annual Jazz and Film Festivals

Much more likely Somewhat more likely

TOURISTSTOURISTS

Subgroup analysis: Younger consumers (18-34) found the message about entertainment more appealing than older

consumers did.

n=307

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Tourism

Relocation

Retirement



37

Almost a quarter of consumers are likely to relocate within the next two years.

Very likely14%

Somewhat likely10%


4%

Somewhat unlikely

10%

Very unlikely63%

Likelihood to Relocate


QC7. How likely are you within the next two years to permanently relocate to another community beside the one where you currently reside?

CONSUMERSCONSUMERS

Subgroup analysis: Younger consumers (18-34) and single people are more likely to relocate than older and

married consumers.

38

Employment/career opportunities

35%Schools/college

17%Family reasons

12%Population/crowding issues

10%Weather/temperature

9%Looking for a change/something better

6%Cost of living

6%Safety issues

5%Age/retirement

5%Looking for a new home

4%Environment/scenery

2%Want to move back to previous home

2%Other

14%

QC7a. What are the main reasons prompting you to consider relocating?

Factors Influencing Decision to

Relocate


Relocate

Consumers who plan on relocating are most likely doing so for career or educational opportunities.

CONSUMERSCONSUMERS n=93

39

The crime rate, the cost of housing and overall cost of living, and the available job opportunities are the most influential factors in a consumer’s decision to relocate to a certain community.

Factors Influencing Relocation

Choices


Choices

QC19-33. Now, I’m going to read a list of factors that might influence someone’s decision to relocate to a certain community. Please tell me how important each factor is to you. Please rate each factor on a scale of 1 to 5 where 1 is “Not important at all” and 5 is “Very important.”

Mean5- Very Important 4

The area's crime rate

The overall cost of living

The area's air quality

The friendliness of the people who live in the area

The higher education opportunities

The quality of the public education system

The weather



The cost of housing

The job opportunities available


The activities available for children and families


The ethnic and cultural diversity of the people

62%

57%

56%

46%

49%

43%

45%

55%

41%

26%

25%

26%

32%

30%

23%

22%

19%

27%

32%

27%

27%

30%

16%

29%

30%

38%

25%

25%

23%

27%

4.38

4.29

4.22

4.20

4.18

4.08

4.06

4.03

4.02

3.67

3.66

3.58

3.52

3.42

3.39

Subgroup analysis: Job opportunities and nightlife are more important to single people. The weather and the friendliness of people who live in the community are more important to people over 55. The cost of housing is more important to people 35-54.

n=93

40

Among consumers who are likely to relocate within the next two years, just 5% are likely to move to Bakersfield.

Very likely3%

Somewhat likely2%


3%

Somewhat unlikely

12%

Very unlikely80%

Likelihood to Relocate to Bakersfield


QC48. (IF Q7 = 4,5) How likely are you to consider moving to Bakersfield within the next two years?

CONSUMERSCONSUMERS

n=93

41

Have no reason to move there

19%The weather/heat

18%The job market/business

17%The lack of entertainment or activities

13%The geographic location

12%The location of family and friends

10%Too far from the beach

6%Not familiar with the area

6%Other

15%Don't know

4%

QC49. What prevents you from being more likely to consider Bakersfield?

Reasons Preventing

Relocating to Bakersfield

Reasons Preventing

Relocating to Bakersfield

Consumers who are unlikely to move to Bakersfield feel they have no reason to do so. They also mention the weather and the job market.

CONSUMERSCONSUMERS

Subgroup analysis: Younger consumers (18-34) are more likely to be prevented by the job market. Older consumers (55+)are more likely to be prevented by the weather.

n=83

42

26%

26%

18%

16%

15%

12%

12%

11%

8%

6%

5%

6%

16%

11%

18%

23%

24%

5%

8%

8%

24%

18%

22%

12%

3%

13%

1%

3%

6%

10%

8%

11%

2%

1%

4%

3%

5%

20%

4%

3%

6%

2%

4%

6%

4%

3%

3%

6%

5%

4%

2%

2%

2%

4%

2%

1%

3%

2%

17%


Bakersfield’s cost of living and housing and the friendliness the people who live there are it greatest strengths as a community to relocate to. Areas considered weaker are the job opportunities, night life, and cultural activities.

Q61-75. Now, I’m going to repeat a list of factors that might be used to evaluate a community as a place to live. For each factor, please tell me whether you consider Bakersfield much worse, somewhat worse, about the same, somewhat better, or much better than other communities in California that you are familiar with.

The cost of housing


The area's air quality

The friendliness of the people

The area's crime rate

The weather

The shopping opportunities

The activities available for children/families

The ethnic and cultural diversity

The quality of the public education system



The job opportunities available


The outdoor recreational activities

RELOCATERSRELOCATERSSomewhat worse

Somewhat better

Much worse

Much bettern=93

Neutral categories not shown

43

NightlifeShopping

Activities for families

Cultural activites

Outdoor recreation

Weather

Air quality

Crime rate

Ethnic/ cultural diversity

Friendliness of people

Cost of Living

Public education

Higher Education

Job Opportunities

Cost of Housing

35%

40%

45%

50%

55%

60%

65%

70%

75%

80%

85%

5% 10% 15% 20% 25% 30% 35% 40% 45%Performance


Import

ance

Mean =

68

% (

Top 2

Box)

As the chart shows, among perceived weaknesses, weather, job and higher education opportunities and public education are considered most important.


Matrix


Matrix

RELOCATERSRELOCATERSHigh ImportanceLower Performance




44

Messages about higher education opportunities, recreational activities, and Bakersfield’s ranking for business and careers were most appealing to potential relocaters.

17%

14%

18%

15%

14%

15%

12%

6%

4%

33%

33%

28%

31%

29%

27%

30%

26%

25%



QC86-94. I’m going to read you some statements about Bakersfield, California. Please tell me whether each statement makes you less likely, neither less nor more likely, or more likely to consider relocating there.

Bakersfield has several public and private higher educational institutions such as California State University and the University of California

Bakersfield is considered one of the best places in the United States for business and careers, ranked 53rd in the nation and 15th in California

The median home sales price in Bakersfield is $105,500

Bakersfield has abundant outdoor recreational activities such as golf courses, bike paths, and white water rafting

RELOCATERSRELOCATERS

Emphasizing youth and family activities, Bakersfield is a great place to raise a family

Bakersfield is no more than a two hour drive from the mountains, rivers, beaches, wine country, and LA

Bakersfield's entertainment activities include several sports teams

Bakersfield's cultural activities include a 70-year tradition symphony and annual Jazz and Film Festivals

Bakersfield is centrally located, no more than four hours away from either San Diego or San Francisco


n=93

45






Tourism

Relocation

Retirement



46

Medical care and cost of living are most important to older consumers when considering communities for retirement.

67%

66%

46%

50%

39%

34%

15%

14%

34%

26%

25%

29%

Factors Influencing Retirement

Choices

Factors Influencing Retirement

Choices

QC34-39. Now, I’m going to read a list of factors that might influence someone’s decision to retire to a certain community. Please tell me how important each factor is to you. Please rate each factor on a scale of 1 to 5 where 1 is “Not important at all” and 5 is “Very important.”

Mean

The availability of medical care

The cost of housing

Proximity to family or friends

The social and recreational activities for retired people

The quality of medical care


4.37

4.31

4.09

4.05

3.81

3.67

5- Very Important 4

n=175

47

23%

26%

7%

6%

6%

5%

6%

10%

15%

4%

5%

4%

3%

7%

24%

5%

3%

3%

3%

3%

5%

5%

5%

11%


Consumers consider the cost of housing and living in Bakersfield to be better than in other communities they might consider for retirement. However, for most, Bakersfield is not as close to their family and friends.

QC76-81. Now, I’m going to repeat a list of factors that might be used to evaluate a community as a place to retire. For each factor, please tell me whether you consider Bakersfield much worse, somewhat worse, about the same, somewhat better, or much better than other communities in California that you are familiar with.

The cost of housing


The availability of medical care

The quality of medical care

The proximity to family or friends

The social and recreational activities available for retired people

RETIREESRETIREESSomewhat worse

Somewhat better

Much worse

Much better n=175Neutral categories not shown

48

Proximity to family and friends

Cost of living

Social and recreational activites for retirees

Quality of medical care

Availibility of medical care

Cost of housing

35%

40%

45%

50%

55%

60%

65%

70%

75%

80%

85%

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


Import

ance

Mean =

74

% (

Top 2

Box)

Areas of high importance and lower performance are availability and quality of medical care. Areas of high importance and higher performance are cost of housing and cost of living.


Matrix


Matrix

RETIREESRETIREESHigh ImportanceLower Performance




49






Tourism

Relocation

Retirement

Attitudes of Business Persons


50

About 12% of the business people interviewed say their company is likely to relocate within the next two years.

Very unlikely77%

Somewhat unlikely

9%


3%

Somewhat likely5%

Very likely7%



QB4. How likely is your company to relocate to another community beside the one where you are currently located within the next two years?

BUSINESSBUSINESS

51

QB5. What are the main reasons causing your company to consider relocating?


Relocate


Relocate

Costs and company growth are among the top reasons companies are considering relocation.

BUSINESSBUSINESS

Costs (general)

36%Company growth/need a bigger facility

17%Government regulations

9%Energy costs

6%Lease is almost up

6%Location of corporate headquarters

6%Availability/cost of labor

6%Traffic

4%Other

9%Don't know/Refused

11%

Subgroup analysis: Manufacturing companies are more likely to relocate due to company growthand need for a bigger facility.

n=47

52

Availability of workforce

22%Location/traveling distance to work

21%Cost of living

18%Amount of business opportunity

13%Transportation

12%Cost (general)

12%The people/community

6%Tax costs

5%Amount of space available

5%Environment

5%Population

3%Proximity to the owner's home

3%Accessibility to recreation/other places

3%Weather

2%Shipping/trucking services

2%Government support/regulations

1%Other

9%

QB6. If your company were planning to relocate to a different community within California, what are the most important factors it would consider?


Choices


Choices

Availability of labor and geographic location were mentioned most often as factors that are influential in relocation decisions.

BUSINESSBUSINESS

53

Various aspects of a community’s labor force, including work ethic, stability, availability, and cost are considered most important to business relocation decisions.


Choices


Choices

QB7-21. Now, I’m going to read you a list of factors that might be used to evaluate a community as a place to live and as a business location. Please tell me how important each factor would be to your company if it were considering moving some where else in California.

Mean5- Very Important 4

The work ethic of the labor force

The cost of labor

How well the labor force's skills fits company’s needs


The cost of land

The area's accessibility to major highways

The training of the labor force

The cost of housing

The area's proximity to major markets

The stability of the labor force

The availability of the labor force

The area's technical infrastructure (T1 and T3 lines)


The accessibility to air travel

The cultural and recreational activities available

55%

48%

50%

43%

44%

37%

44%

40%

38%

30%

35%

30%

20%

18%

13%

30%

37%

34%

35%

31%

37%

27%

30%

30%

37%

26%

25%

27%

22%

26%

4.30

4.27

4.28

4.15

4.09

4.00

3.96

3.98

3.89

3.82

3.70

3.63

3.38

3.20

3.26

BUSINESSBUSINESS

54

Based on current perceptions, few California businesses would consider relocating to Bakersfield. Even among businesses likely to relocate with the next two years, only 6% are likely to relocate to Bakersfield.

Very likely2%

Somewhat likely3%


6%Somewhat

unlikely11%

Very unlikely79%



QB28. If your company were planning on relocating to somewhere else in California within the next two years, how likely would it be to relocate to Bakersfield?

BUSINESSBUSINESS

Very likely2%

Somewhat likely4%


20%

Somewhat unlikely

11%

Very unlikely63%

Unlikely to RelocateUnlikely to Relocate Likely to RelocateLikely to Relocate

n=354 n=46

55

QB29. Why isn’t your company more likely to relocate to Bakersfield?

Reasons Preventing

Relocation to Bakersfield

Reasons Preventing

Relocation to Bakersfield

Bakersfield’s geographic location appears to be preventing businesses from considering it. In several cases, businesses need to be closer to other areas or already have customer bases established elsewhere.

BUSINESSBUSINESS

LIKELY TO RELOCATE IN NEXT TWO YEARS:Customer base already established

18%Need to be close to other places

16%Bad business opportunity/small market

13%Employees live elsewhere

9%Lacks work force/talent needed

4%Happy elsewhere

4%Owner's issues

2%Other

33%

UNLIKELY TO RELOCATE IN NEXT TWO YEARS:Need to be close to other places 24%Not likely we will relocate 14%Customer base already established 12%Bad business opportunity/small market 8%Lacks work force/talent needed 7%Weather is too hot 7%Happy elsewhere 6%Employees live elsewhere 4%Owner's issues 3%Nothing to attract us there 3%Too small for our business 2%Other 21%

n=346 n=45

56

43%

43%

41%

38%

24%

20%

19%

18%

14%

11%

10%

11%

7%

8%

8%

23%

22%

11%

12%

5%

1%

5%

6%

13%

18%

11%

9%

31%

23%

32%

29%

22%

30%

17%

1%

1%

1%

6%

5%

3%

3%

14%

8%

16%

11%

5%

7%

8%

25%

3%

4%

5%

4%

3%

5%

5%

2%

4%

3%


Businesses generally rate the cost of land, living, and labor in Bakersfield as better than that of other communities. Accessibility to air travel, higher education opportunities and training of labor force are generally rated as worse.

QB30-44. Now, I’m going to read once again a list of factors that might be used to evaluate a community. For each factor, please tell me whether Bakersfield is much worse, somewhat worse, about the same, somewhat better, or much better than other communities in California you are familiar with.

The cost of housing

The cost of land


The cost of labor

The area's accessibility to major highways

The availability of the labor force

The work ethic of the labor force

The area's proximity to major markets

How well the labor force's skills fit needs

The accessibility to air travel

The cultural and recreational activities

The training of the labor force


The area's technical infrastructure

The stability of the labor force

BUSINESSBUSINESS

5%

Somewhat worse

Somewhat better

Much worse

Much better

Neutral categories not shown

57

Cultural and recreational activities

Cost of living

Cost of housing

Higher education

Work ethic

Labor stability

Training of labor force

Labor availibility

How well labor skill's fit company's needs

Cost of labor

Cost of landAssessibility to highways

Proximity to markets

Assessibility to air travel

Technical infrastructure

35%

40%

45%

50%

55%

60%

65%

70%

75%

80%

85%

5% 10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

75%

PerformanceMean = 30% (Top 2 Box)

Import

ance

Mean =

67

% (

Top 2

Box)

Among Bakersfield’s perceived weaknesses are various attributes of the community’s labor force.

BusinessImportance/Performance

Matrix

BusinessImportance/Performance

Matrix BUSINESSBUSINESS

High ImportanceLower Performance




58

Business persons find messages about the cost of housing and the work ethic of Bakersfield’s labor force to be most influential.

25%

16%

16%

16%

12%

10%

10%

8%

10%

10%

40%

41%

37%

36%

35%

37%

32%

31%

27%

26%



QB45-54. Now, I’m going to read you some statements about Bakersfield, California. Please tell me whether each statement makes you less likely, neither less nor more likely, or more likely to consider relocating there.

The median home sales price in Bakersfield is $105,500

The cost of labor in Bakersfield is around $3.60 less per hour than the national average

The availability of labor in Bakersfield is high. On average, there are between 5 and 10 quality applicants per job opening

With a turnover rate that is much lower than average, Bakersfield has a loyal labor force with a strong work ethic

Industrial zoned land in the Bakersfield region averages $1.40 to $2.50 per square foot

Bakersfield's labor force has a large and diverse skill set that spans from agriculture to high tech skills

Bakersfield is considered one of the best places in the United States for business and careers, ranked 53rd in the nation and 15th in California, according to the Forbes/Milken Institute Several major Fortune 500 companies have headquarters or major regional operations in Bakersfield

Bakersfield contains abundant ATM, ISDN, DSL, and T1 and T3 lines

BUSINESSBUSINESS

Situated between Los Angeles, Sacramento, and San Francisco, Bakersfield is the hub for three key freeways- Interstate 5 and State Routes 99 and 58


59






Tourism

Relocation

Retirement

Attitudes of Business Persons


60

18-24 17%25-34 16%35-44 23%45-54 19%55-64 12%65 plus 13%

Less than high school 5%Graduated high school 19%Some college/Tech./Voc 29%Graduated college 35%Graduate/professional school 10%

Less than $35,000 16%$35,000 to less than $50,000 16%$50,000 to less than $75,000 18%$75,000 to less than $100,000 14%$100,000 to less than $150,000 10%$150,000 and above 8%Don't know 4%Refused 14%

EDUCATIONEDUCATION

AGEAGE

DEMOGRAPHIC PROFILE

DEMOGRAPHIC PROFILE

CONSUMERSCONSUMERS

INCOMEINCOME

61

Single 36%Married 49%Divorced 9%Widow or widower 5%

Asian 5%African American 6%Caucasian 68%Hispanic 15%Other 4%Refused 3%

Male 46%Female 54%

ETHNICITYETHNICITY

MARRIAGEMARRIAGE

DEMOGRAPHIC PROFILE

DEMOGRAPHIC PROFILE

CONSUMERSCONSUMERS

GENDERGENDER

62

Less than $500,000 6%$500,000 to less than $1 million 14%$1 million to less than $2.5 million 19%$2.5 million to less than $5 million 14%More than $5 million 37%

Manager/Supervisor/Director/Coordinator 33%Executive V.P./ Senior V.P./ V.P. 13%Owner/President/CEO 21%Some other executive level position 14%Other non-executive level position 19%

TITLETITLE

REVENUEREVENUE

DEMOGRAPHIC PROFILE

DEMOGRAPHIC PROFILE

BUSINESSBUSINESS

63

Manufacturing 58%High technology 11%Distribution 5%Construction/ Mining 4%Professional Services / Associations 4%Agricultural 3%General services 3%Wholesale 2%Retail 2%Other 9%

Male 61%Female 39%

INDUSTRYINDUSTRY

DEMOGRAPHIC PROFILE

DEMOGRAPHIC PROFILE

GENDERGENDER

BUSINESSBUSINESS

For more information:Cogent Research, LLC2 Tyler CourtCambridge, MA 02140617-441-9944www.cogentresearch.com

Documents

Vision 2020 Greater Bakersfield: Image in California AUGUST 2002