FEATURE ARTICLE

The verdict is in, and there is no question about it. Illinois residents love their park districts and forest preserves.

In fact, Illinoisans who live in areas with both park districts and forest preserves score higher than average satisfaction levels with their communities. There is more good news when it comes to name recognition and program and facility usage. These findings come from a statewide attitude and awarenes survey commissioned in April by the Illinois a Association of Park Districts and conducted by Richard Day Research.

The goal of the survey was to gather a base line of public awareness and attitudes toward park districts and forest preserves. The association also wanted to gain insight into voter's attitudes and behaviors regarding the relative importance of open space.

Respondents were asked to rate the overall quality of life in their community and identify the factors that make their community a desirable place to live. In addition, people were asked how they feel about their park districts and forest preserves and how much they use and value the facilities and programs these districts provide.

The last section of the survey, devoted to open space, was designed to determine how compelling this issue of development is in Illinois. People were asked about their willingness to pay for the acquisition of open space for parks and recreation.

At least four out of five Illinois residents throughout the state have visited a local park in the past year. Suburban residents are the highest program and event attendees. (Downstate is defined as everything outside of the Chicago and collar county area.)

The 28-question survey of 1,203 Illinois heads of household used random interviews made by phone with multiple attempts to each home in order to garner responses. These included 1,000 interviews statewide, plus an additional 203 interviews in the Chicago Metro area (due to the high concentration of population there). The overall margin of error is +/- 3 percent (at the 95 percenr confidence level).

Quality of Life

When asked to rate the overall quality of life in their community on a scale of zero to ten, three out of four Illinois residents offered favorable opinions. The most affluent households, persons with a household income over $100,000, and those in the Chicago suburbs report the highest levels of overall satisfaction. By comparison, lower income households, persons under the age of 35, and Chicago residents gave lower than average, though still positive, quality of life scores. Perhaps the most important findings regarding quality of life came among residents who live in areas with both park districts and forest preserve districts. These people, including virtually all in suburban Chicago, express higher than average satisfaction scores with their community. More importantly, those who use these districts' facilities and programs tend to be among the most satisfied with their quality of life. It is also important to note that those who report being the most active voters

20 Illinois Parks and Recreation

ILLINOISANS APPRECIATE THEIR PARKS, FOREST PRESERVES

express strong satisfaction when compared to non-voters.

Awareness and Appreciation

Survey respondents were asked to rate a variety of public organizations and agencies such as local, county and state government, on a scale from zero (completely dislike) through ten (hold that agency in the highest regard). In addition, only residents of park district counties were asked to rate their local park district, and only residents of forest preserve district counties were asked to rate their local forest preserve.

Park districts and forest preserve districts were rated very favorably, receiving scores of 7.4 and 6.9 respectively. And these districts received higher than average scores compared to all other agencies and organizations rated.

Statewide, park districts are very well known in their counties. Virtually all (94 percent) residents in areas with a park district are familiar with them. Both park districts and forest preserve districts received at least a 12 to 1 "favorable to unfavorable" rating. In comparison, this ratio is much lower for local city government (5 to 1) and county government (4 to 1).

And people are using their parks. Statewide, a large majority (83 percent) of residents in park district counties have visited local parks over the past year. This number goes up to 90 percent among urban downstate residents.

When asked to rate specific park district and forest preserve facilities and programs, the scores consistently were high. Seniors (ages 60+) showed higher than average scores (7.4 to 7.9) for the cleanliness of parks, the helpfulness of park district and forest preserve staff, and the number and variety of facilities these districts provide. Similar scores were found among people residing in a community for less than five years.

The only perceived need for improvement was in the area of park district and forest preserve district communication. While 60 percent say they feel well to somewhat informed about district programs, 20 percent report dissatisfaction with communication.

Open Space Attitudes

A series of statements tested attitudes about open space and development. In most cases, respondents were asked if they agree or disagree with a particular statement, such as: The current rate of development will pose a threat to the quality of life in my community.

Most Illinoisans (90 percent) agree that parks and open space improve property values. They are more divided on whether development is occurring too quickly (24 percent) or not fast enough (21 percent) in their area.

Not surprisingly, attitudes toward growth and open space differ sharply by region, especially between Chicago, the suburban collar counties, and the rest of the state. In addition, more affluent households tend to express a pro-open space position, regardless of region.

Two referenda options were tested calling for an increase in the state sales tax to help local agencies acquire open space. Approximately one half of the self-reported registered voters were asked about a one-tenth of one percent increase. The other half was asked about a two-tenths of one percent increase. Both questions garner majority support; the smaller request by more than a two to one margin.

Regardless of whether the smaller or the larger referendum question was tested, there were no statistically meaningful differences by region or by one's self-reported frequency of voting in local referenda. Support is driven primarily by the frequency with which one visits or uses their local park district and/or forest preserve district, and by their ability to pay.

This survey was important in order to gauge how the people of Illinois feel about their park districts and forest preserve districts and where they prioritize recreational programs and facilities. And if we have learned one thing, it is that parks are very important in communities. They are perceived to increase property values and raise the general quality of life.

Going forward, districts will need to convert those good feelings to action as they prepare for referenda and other initiatives. Finding new ways to reach targeted populations with programming and communication will be essential. And keeping "satisfied customers" connected to your district throughout their lives will be a vital but necessary challenge.

JEFF ANDREASEN is a senior research associate with Richard Day Research in Evanston, Illinois.

LYNN McCLURE is public relations director of the Illinois Association of Park Districts. Full copies of the report are available by request. Call 217.523.4554 or e-mail lmcclure@ILparks.org.

July/August 2002 21