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Home My WebLink AboutCAO-18-014 - Community Priorities for the Next Term of CouncilREPORT TO: Council DATE OF MEETING: May 7, 2018 SUBMITTED BY: Laurie Majcher, Manager, Strategy & Business Planning 519-741-2200 Ext. 7817 PREPARED BY: Laurie Majcher, Manager, Strategy & Business Planning 519-741-2200 Ext. 7817 WARD (S) INVOLVED: ALL DATE OF REPORT: May 1, 2018 REPORT NO.: CAO-18-014 SUBJECT: Community Priorities for the Next Term of Council _________________________________________________________________________________________ RECOMMENDATION: For Discussion BACKGROUND: The purpose of the city’s strategic plan is to set priorities and identify strategies that will guide progress over the four-year term of Council towards the long-term community vision of building an innovative, caring and vibrant Kitchener. The current strategic plan is an important driver for the projects and ongoing initiatives that are included on the business plan, and it sets the context for decision-making on capital and operating investments that will enhance the quality of life in the city. Most importantly, the strategic plan represents a formal agreement between staff and Council on the commitments we are making to the public to move forward on those things that they told us are most important to them. The current strategic plan was designed to guide the direction of the organization from 2015-2018. The next term of Council beginning in 2019 represents an opportunity for us to set a new agenda for the next four years that builds on the progress we have made over this term of Council. As we plan for the future we can take advantage of new opportunities to serve the community better while responding to any emerging issues or shifts in citizen priorities within the community. Community engagement has always been an important part of the strategic planning process at the City of Kitchener, going back to the first community vision document that was developed in the year 2000 and all iterations of the plan since that time. In fact, the City of Kitchener’s commitment to involving the community has always been exceptional in comparison with strategic planning processes used in other cities, entrenching citizen involvement in the strategic planning process with the creation of a citizen advisory committee, Compass Kitchener, with the following mandate as defined by Council Policy I-77: Compass Kitchener Responsibilities: 1. Designing and implementing public engagement processes to validate the community’s vision and major strategic priorities and determine critical community issues prior to each municipal election; *** This information is available in accessible formats upon request. *** Please call 519-741-2345 or TTY 1-866-969-9994 for assistance. 2. Reporting to Council on critical community issues to assist in the establishment and annual updating of Council’s four year strategic business plans; and 3. Developing performance measures reflective of the community’s goals and monitoring the City’s performance against goals as included in the Strategic Plan for the City of Kitchener. This ‘made in Kitchener’ approach is highly valued by the staff and Council and an important mechanism for keeping the plan relevant to the citizens that are expected to benefit from the work that will follow. Following the next municipal election in October, Council and staff will review the community priorities in the context of the city’s recent accomplishments, work that is already underway, future requirements, trends in municipal government and the capability of the organization to take on new work, to develop potential strategic priorities for the next four years. A recommended strategic plan for 2019-2022 is expected to be presented to Council for approval in the Spring of 2019. REPORT: In keeping with their mandate, Compass Kitchener has engaged a statistically representative sample of the community in a survey to capture an objective citizen perspective on the priorities for the future. Environics Research Group has been retained by the City to: work with the advisory committee in the design of the survey questions, execute the survey, and report on the results. A telephone survey of 1,005 citizens, including 100 cell phone surveys, was completed between March nd 5th and April 2 of 2018. The survey has a margin of error of plus or minus 3.1% at a 95% confidence level. The sample for this survey matches the statistics Canada profile for the City of Kitchener on key demographic and lifestyle variables and the results can be considered highly representative of the general population. The results of the survey provide a current pulse on the community as well as important insights for the development of a strategic plan that will align with the views, opinions and wants of residents. Leyton Collins, Chair of Compass Kitchener and Curtis Brown, Senior Research Associate for the project have been invited to provide a brief presentation on the survey results to Council and respond to questions. The final report on results is attached in Appendix A: Compass Kitchener Community Engagement Research, Environics, May 2018. Highlights of the results include: Satisfaction with the City of Kitchener government is high and the results have improved since the last community survey in 2013. The City government is seen as being on the right track and this has also improved. Most residents believe that they get good value for their tax dollar and a majority believe that service levels should be maintained by keeping tax increases in-line with inflation. When residents are asked unaided to name the most important issues facing their city, the most common response is transportation/transit issues but the cost of housing, development, traffic congestion, and health care are also important. Recent achievements most often chosen by residents as most beneficial to the city include: the Development of asset management plans, Council’s commitment to participatory budgeting, and securing a commitment from the province to improve rail service between Kitchener and Toronto. Infrastructure, the environment and economic development lead the way for community priorities for improvement over the next 4 years. Using the insights gained from the survey, a series of engagement events will be planned within the community to hold conversations on strategic themes, why they are important and what might be expected of the City over the next four years. With staff support, Compass Kitchener will prepare a report for Council in September summarizing the key findings from this phase of the process and recommending Community Priorities and Strategic Directions for the City’s next strategic plan. Compass Kitchener recommends three additional engagement tactics: community focus groups; online idea generation and Compass Kitchener all advisory committees meeting. Compass Kitchener will play an active role in determining the topics, questions, and format for each of these initiatives. The proposed community engagement approach for the follow-up engagement process is attached in Appendix B: Compass Kitchener Community Engagement Plan Overview. Discussion question for Council: Based on the community survey results, including the priorities expressed by citizens, what would you like to learn more about from citizens through the next phase of engagement? ALIGNMENT WITH CITY OF KITCHENER STRATEGIC PLAN: The recommendation of this report supports the achievement of the city’s strategic vision through the delivery of core service. COMMUNITY ENGAGEMENT: INFORM – This report has been posted to the City’s website with the agenda in advance of the council/committee meeting. ACKNOWLEDGED BY: Dan Chapman, CAO Attachments: Appendix A - Compass Kitchener Community Engagement Research, Environics, May 2018. Appendix B - Compass Kitchener Community Engagement Plan Overview REPORT | 2018 COMPASS K SURVEY CITY OF KITCHENER FINAL REPORT Compass K Community Engagement Research CITY OF KITCHENER APRIL 27, 2018 2 3689 172125293337404346 REPORT | Page 2018 COMPASS K SURVEY CITY OF KITCHENER Executive SummaryOverview and MethodologyUnderstanding Subgroup DataCore Municipal MetricsViews on Strategic PrioritiesOpen Government/AccountabilityEconomic DevelopmentNeighbourhoodsInfrastructure/E nvironmentAdvice to Improve KitchenerConclusions and RecommendationsAppendix A: Profile of RespondentsAppendix B: PRIZM Mapping TABLE OF CONTENTS 3 REPORT | 2018 COMPASS K SURVEY CITY OF KITCHENER Eight in ten residents report they are satisfied with the City of While decidedly not a municipal issue, Kitchener residents cite Six in ten residents would prefer to increase taxes at the rate of General satisfaction with the City of Kitchener government has increased since 2013. Current top priorities for the city include maintaining infrastructure, with a focus on issues such as public transit and housing.Top issues. concerns with public transit as the most important issue facing the City (26%, down 6% from 2013) (NB: Residents do not distinguish between local, regional or provincial public transit services.). While a distant second (9%), the affordability of housing has increased significantly in importance in Kitchener since 2013 (+7%). City governance. Kitchener government (79%, up 5% from 2013), with two thirds who feel the government is on the right track (66%, up 5%). Almost eight in ten believe they receive excellent good value for their tax dollars (78%, down 4%). However, only one third feel that the city does a good or excellent job communicating how tax dollars are spent (33%).Taxation. inflation (59%), while the remainder are split between maintaining taxes and possibly cutting services (19%, down 4%), or increasing taxes to expand services (16%, up 5%). There is also a preference that city services be paid for through general tax revenues (39%) rather than through user fees (32%). The prioritization of these preferences is consistent with those expressed in 2013. EXECUTIVE SUMMARY 4 REPORT | (39%) and growth 2018 COMPASS K SURVEY neighbourhoods Keeping tax levels affordable (81%) and city services. - CITY OF KITCHENER - CONTINUED Supporting the success of existing businesses, attracting - Residents say that fixing roads, pipes and water neighbourhoods Developing neighborhoods where residents can walk to everything - Residents identify top priorities for improvement as infrastructure: Men are more likely to prioritize economic issues, while women tend to place a higher priority on infrastructure, Open Government and Accountability Economic Development new business development, and attracting, developing, and keeping talented people in Kitchener (69% each). Neighborhoods they need (52%)Infrastructure and the Environment environment (63%) Overall Strategic Priorities. indicating that the environment is their top priority, followed by more than one half (54%) indicating that economic development is a top priority. Fewer than one half of residents feel that City Services (45%), management/development (37%) are top strategic priorities.Future Goals. roads, pipes, and water mains (73%), followed by the environment (65%). Of options presented, future top priorities by topic area include: EXECUTIVE SUMMARY 5 - REPORT | 2018 COMPASS K SURVEY Of notable changes that have taken Involving citizens in budget decisions that Developing plans to extend the life of the CITY OF KITCHENER - - . When asked to provide unaided CONTINUED Securing a provincial commitment to improve Kitchener - Planning for new developments around RT stops (23%), and - Open government and accountability affect their neighborhood (37%)Economic development Toronto rail service (28%)Neighborhoods involving residents to make improvements in their neighbourhoods (22%)Infrastructure and the Environment Beneficial changes of the past four years. place in the City over the past four years, residents report that the most beneficial, by topic area, include:Suggestions for improving Kitchener suggestions regarding how Kitchener can be improved, residents are most likely to emphasize improvements to greenspaces, cycling paths and walking trails (8%), as well as making public transit more accessible (7%). EXECUTIVE SUMMARY 6 REPORT | and th 2018 COMPASS K SURVEY CITY OF KITCHENER , 2018. nd The City of Kitchener commissioned Environics Research to conduct a telephone survey of a representative sample of Kitchener residents on municipal issues This survey informs the work of the Compass Kitchener Advisory Committee as they engage citizens to determine community priorities for the next term of Council.The findings of this report are based on interviews with n=1,005 Kitchener residents aged 18 and older, conducted by telephone between March 5April 2To ensure the survey included a representative sample of Kitchener residents (including those who do not have landlines in their household), both landline and cellphone sample were included in the sample. OVERVIEW AND METHODOLOGY 7 REPORT | 2018 COMPASS K SURVEY 3.1 percentage points (at - CITY OF KITCHENER lifestage Environics also set quotas by ward, with approximately n=100 interviews To ensure equal participation across Kitchener, Environics set quotas by gender, ward, and urbanity/proprietary geodemographic segmentation tool, PRIZM, which segments all Canadian households into 68 categories based on their demographic and lifestyle characteristics). The final results are weighted to reflect the actual demographic composition of Kitchener. The quotas and weights were determined by data from the most recent Census (2016) and PRIZM data. The margin of error for a sample of n=1,005 is +/the 95% confidence level). The corresponding margins of error are larger for subsamples of the population (e.g. regions, age groups).Where applicable, the results of the 2018 Compass K survey are compared to the results from the 2013 survey.In this report, results are expressed as percentages unless otherwise noted. Results may not add to 100% due to rounding or multiple responses. OVERVIEW AND METHODOLOGY 8 REPORT | time; retirees; - 2018 COMPASS K SURVEY CITY OF KITCHENER time; those working part - : Younger, Families, Older (based on 64, 65+ - 49, 50 Urbanity: Urban, Suburban, Exurban/Town (based on Lifestage level Census data that is used to create PRIZM segments). - - $100,000/year; those earning $100,000 or more/year 34, 35 - - Region: Northwest Kitchener (Wards 7, 8, 9); Northeast Kitchener (Wards 1, 2, 10), South Kitchener (Wards 3, 4, 5, 6). Results are also reported at the individual Ward level.Gender: Male, FemaleAge: 18Education: Those with some high school, a high school diploma and some college; those with a college diploma/certificate and some university; those with a university degree (undergraduate or graduate).Household Income: Those earning less than $60,000/year; those earning $60,000Employment: Those working fullother (students, those who are unemployed and those who stay at home).Neighbourhoodpopulation density data used to create PRIZM segments).Neighbourhoodneighbourhood Differences across subgroups are shown in this report if they are statistically significant. The following are the demographic categories analyzed in this survey: UNDERSTANDING SUBGROUP VARIABLES REPORT | 2018 COMPASS K SURVEY CITY OF KITCHENER Core Municipal Metrics 10 26% REPORT | 12% 11% northeast 6% northwest Kitchener 5% 4%4%4% 9% 3%3% 8% 2% time workers (11%), those in - Taxes DK/NA Other * Economy (Nothing) Homelessness 2018 COMPASS K SURVEY Hospitals/health care Traffic/road congestion All Issues Mentioned, 2018 maintained roads lack of affordable housing Inadequate public Development / Infrastructure Road repair/snow removal/poorly Drugs issues/addiction/opioid crisis Public transit issues higher among: Kitchener (26%) and Ward 1 (38%), those with higher levels of education and household incomes, workers.Housing issues higher among: (13%), women (11%), fullurban areas (13%). Housing transit/transportation/Go Transit/LRT CITY OF KITCHENER Kitchener 6) - 1) ( - (+7)(+6)((+2)(+4)(+2) 1. Inadequate transit26% 2. Housing9% 3. Development/infrastructure8% T4. Traffic/road congestion5% T4. Hospitals/health care4% 5. Drug issues4% 6. Road repair4% (2018 vs. 2013) Top Issues MOST IMPORTANT ISSUE Transit remains the most important issue in Kitchener, with one quarter of residents highlighting this as their main concern.Q1. What, in your opinion, is the single most important local issue facing the City of Kitchener today? 11 2* - the City of 79%74% th Top REPORT | 4%4% 6% (Unsure) 8% 11% 13% 2018 COMPASS K SURVEY Very dissatisfied CITY OF KITCHENER KITCHENER 61% Somewhat dissatisfied 58% Somewhat satisfied 18% 16% Very satisfied Satisfaction with the City of Kitchener government increases among those with higher levels of education and household income. It is consistent across all areas of the City, as well as across other demographic subgroups. 2 includes those who are very/somewhat satisfied - 20182013 SATISFACTION WITH GOVERNMENT Nearly eight in ten Kitchener residents are satisfied with the performance of their local government, up slightly from 2013.Q2. In general, would you say that you are very satisfied, somewhat satisfied, somewhat dissatisfied, or very dissatisfied wiKitchener government?*Top 12 REPORT | 12% 13% right track (Unsure) wrong track 21% 27% 2018 COMPASS K SURVEY time workers (72%). - CITY OF KITCHENER Wrong track 66% 61% Right track includes those living in northeast Kitchener (71%) and Ward 1 (77%); men (70%), those with higher levels of education and household income, and fullThose who are more likely to say the Kitchener government is on the include people with lower levels of education and household income. 20182013 DIRECTION OF KITCHENER GOVERNMENT Two thirds of Kitchener residents believe their local government is headed in the right direction, with those with lower levels of education/income more likely to say things are on the wrong track.Q3. Looking forward, would you say that the Kitchener government is on the right track or the wrong track in addressing the issues facing your community? 13 2* - e very 78%82% eiv Top REPORT | 4% 4% 6% 11% (Unsure) 12% for their tax dollars. 2018 COMPASS K SURVEY Very poor fair/poor value CITY OF KITCHENER 58% (31%), and those with lower levels of education Fairly poor 54% neighbourhoods Fairly good for tax dollars. Very good 24% 24% Those with higher levels of education and household income are most likely to say they receive excellent/good value People living in exurban/town and household income are most likely to say they receive 2 includes those who say very or fairly good - 20182013 VALUE FOR MUNICIPAL TAX DOLLARS More than three quarters of Kitchener residents feel they receive good value for the taxes they pay to the City of Kitchener, down slightly from 2013.Q4. Thinking about all the programs and services you receive from the City of Kitchener, would you say that, overall, you recgood, fairly good, fairly poor or very poor value for your tax dollars?*Top 14 REPORT | 6% 20182013 (Unsure) 7% 2018 COMPASS K SURVEY possibly cut and 23% services increase taxes to expand 19% CITY OF KITCHENER Maintain taxes/possibly cut should maintain taxes 61% 59% Increase taxes at rate of inflation to maintain services are men (18%), those with household incomes over $100,000 (21%), and . 11% services Those most likely to say that the government should services those living in Ward 9 (26%).There are no significant variations across demographic subgroups among those who believe the City should increase taxes at the rate of inflation to maintain services, as well as among those who believe it services 16% Increase taxes to expand TAXATION/SPENDING PREFERENCES Although a majority of residents prefer inflationary tax increases, a growing proportion of residents now feel the City should increase taxes at a higher rate in order to expand services.Q5. Local governments must balance the cost of delivering services with taxation. Which of the following options would you most prefer in your city? 15 REPORT | 2% 20182013 (Unsure) 2% 2018 COMPASS K SURVEY 10% 27% (Neither/depends) CITY OF KITCHENER 40% 32% through user fees Those who use City should pay for them programs and services 48% 39%tax revenues time workers (43%) are most likely to say that services and programs should be paid - should be paid for by everyone through general Men (43%), younger adults, those with higher levels of education and household income, and fullthrough general tax revenues.Older people, those with less education, and those in exurban/town areas (51%) are most likely to say that programs and services should be paid with user fees. City services and programs TAXES VS. USER FEES While four in ten residents prefer programs be funded by tax revenues, more than one quarter hold mixed views on whether City programs and services should be funded via taxes or user fees.Q6. Which of the following statements is closer to your own opinion? 16 REPORT | 4% (Unsure) of communicating 2018 COMPASS K SURVEY Poor 20% 63% Fair/Poor (40%), as well as those living in Ward 2 excellent/good job CITY OF KITCHENER Fair 43% neighbourhoods 30% Good lifestage 33% 3% Excellent/Good Excellent People living in older (43%), are most likely to say the city does an how their tax dollars are spent. CITY COMMUNICATION RE: TAXES/SPENDING Only one third of Kitchener residents say the City does a good job of explaining how tax dollars are spent. REPORT | 2018 COMPASS K SURVEY CITY OF KITCHENER Views on Strategic Priorities 18 a secondary REPORT | s, n/an/an/a 70%73%49% 2013 Top priority 4% 5% 8% 9% 7% 15% 13% (Unsure) 23% 26% 2018 COMPASS K SURVEY 35% 43% 42% 46% Not a priority CITY OF KITCHENER 73% 65% 54% 45% 39% 37% Secondary Priority City Services Neighbourhoods The environment Economic development Top priority Roads, pipes and water mains RANKING OF CITY PRIORITIES the environment. Neighbourhoods and growth management and development rank the lowest of all strategic focus areas. Growth management and development Q7. The following are areas that the City of Kitchener may focus on as part of its strategic plan for the next four years. For each of the following areas, tell me if you think this should be a top priority for improvement during the next four yearpriority, or not a priority.Labels for values less than 3% not shown. 19 REPORT | time 34); those - r - time workers - time workers (42%) - 2018 COMPASS K SURVEY Those with higher levels of education and household income; full Also higher among:Older residents (83% 65+); lower household incomes; Ward 8 (83%)Ward 10 (79%)Younger adults (60% 18with a college education (60%); household incomes over $100,000 (61%; Wards 4 (66%) and 5 (66%)65 and older (56%), partworkers; those with a high school education (53%) and lower household incomes (53% <$60K). Those with high school or less (47%); lower household incomes (43% <$0K); part(53%) BY SUBGROUP 76% 73% 70% 68% CITY OF KITCHENER 65% 63% 60% 54% by gender 51% 48% 45% 44% 41% 39%39% 37% 35% 33% % top priority City Services Neighbourhoods The environment Economic development Roads, pipes and water mains OverallMenWomen RANKING OF CITY PRIORITIES Men place higher priority on economic development than do women. Infrastructure and the environment are top priorities for all. Q7. The following are areas that the City of Kitchener may focus on as part of its strategic plan for the next four years. Foeach of the following areas, tell me if you think this should be a top priority for improvement during the next four years, asecondary priority, or not a priority. Growth management and development 20 REPORT | 20182013 68% 55% 2018 COMPASS K SURVEY 6% 16% 5% 4% 3%3%3%3%3%3% 2%2%2%2%2%2%2%2%2%2% 9% CITY OF KITCHENER Drugs DK/NA Other* Housing Homelessness No other areas LRT/transportation Seniors care/services Social services/welfare Maintaining/upgrading parks/walk trails/bike lanes Healthcare system (hospitals, doctors, medication) Road repair/snow removal/poorly maintained roads OTHER PRIORITY AREAS While more than half do not offer any other priority areas, top mentions Q8. Are there any other issues or areas you feel are important for the City of Kitchener to focus on for the future, but havenot been mentioned already? REPORT | 2018 COMPASS K SURVEY CITY OF KITCHENER Open Government/ Accountability 22 49 - REPORT | Higher among:Ward 10 residents (47%)Those under 65; those with higher education and household incomes; northwest Kitchener (17%) and south Kitchener (18%); Ward 7 (27%)Women (15%); those age 35years old (18%); higher levels of educationOlder residents; those with lower levels of education 2018 COMPASS K SURVEY 37% CITY OF KITCHENER 24% 15% 13% 4% 7% (Unsure) (None of these) tax/utility accounts Improving Kitchener.ca website affect their neighbourhood Access to video of council meetings MOST BENEFICIAL POLICY Residents identify citizen involvement in budget decisions as having provided the greatest benefit to Kitchener over the past four years. One quarter do not point to any listed achievements as beneficial. Q9. As you may know, the following changes to how the City informs and involves citizens have taken place during the past four years. Which of the following items would you say has had the greatest benefit to Kitchener? Involving citizens in budget decisions that Creating new online self-service options for 23 improving how 6% 7% REPORT | for 10% 16% 23% 24% (Unsure) 34% 42% 2018 COMPASS K SURVEY 81% 73% 69% Not a priority 57% 45% CITY OF KITCHENER Secondary priority Keep tax levels affordable Improve customer service issues simple language Top priority Communicate budget / spending information in Increase citizen participation in decision-making Improve communication with citizens on important FUTURE PRIORITIES Kitchener residents want the City to keep tax levels affordable, as well as improve communication on important issues, including the budget/City spending.Q10. Looking to the future, do you think the following goals should be a top priority, secondary priority, or not a priority the City informs and involves citizens during the next four years?*Labels for values less than 3% not shown. 24 improving how 34 and REPORT | for - time workers - 34 (50%) and those areas (50%) - Higher among: 49); part - lifestage Lower levels of education and household income; residents of south Kitchener (85%)Younger adults (76% 1875% 35(87%)65 and older (75%); those with lower household incomesThose aged 18older than 65 (49%); lower levels of education (53% with high school or some college) and lower household incomes (49% <$60K); residents of older 2018 COMPASS K SURVEY 83%83% 81% $100K+ 75% 73% 72%72%72% 71% 70% 69% CITY OF KITCHENER 59%59% 58% 57% 53% VARIATIONS BY SUBGROUP 49% by household income 45% 41% 35% $60K-$100K <$60K % top priority Total Keep tax levels affordable Improve customer service issues simple language FUTURE PRIORITIES Those with lower household incomes (as well as lower levels of education) are more likely to prioritize improving keeping tax levels affordable and improving customer service.Q10. Looking to the future, do you think the following goals should be a top priority, secondary priority, or not a priority the City informs and involves citizens during the next four years? Communicate budget / spending information in Increase citizen participation in decision-making Improve communication with citizens on important REPORT | 2018 COMPASS K SURVEY CITY OF KITCHENER Economic development 26 - 49 - 34) REPORT | - 34) - lifestage (34%) time workers (22%) 64 vs. 18% 18 - - Higher among:Those with higher levels of education; Ward 5 residents (41%); those in younger neighbourhoodsOlder residents (27% 65+ and 26% 50Men (20%); those aged 35(22%); those with higher levels of education and household income; fullHousehold incomes below $60,000 (16%)Younger adults (13% 18Women (12%); those 65+ (14%) 2018 COMPASS K SURVEY ECONOMIC DEVELOPMENT 28% CITY OF KITCHENER 22% 16% 12% 9% 10% 1% (Unsure) (None of these) development services to the downtown Bringing more shops, restaurants and MOST BENEFICIAL POLICY Residents say that securing a provincial commitment to improving interdevelopment policy achievement of the past four years.Q12. As you may know, the following changes have taken place during the past four years in Kitchener. Which of the following items would you say has had the greatest benefit to Kitchener? Supporting manufacturing and industrial Increasing the number of festivals/events rail service between Kitchener and Toronto Attracting new construction to the City's core Securing a provincial commitment to improve 27 improvement REPORT | for 4%5% 7% 6% 18% 27% 25% 23% (Unsure) 36% 41% 2018 COMPASS K SURVEY 69% 69% 69% Not a priority 56% CITY OF KITCHENER 40% ECONOMIC DEVELOPMENT Secondary priority Kitchener Kitchener businesses Attract new business development Top priority Encourage more development downtown Attract, develop and keep talented people in Support the success of existing businesses in FUTURE PRIORITIES Supporting existing businesses, attracting new commercial top economic priorities.Q13. Looking to the future, do you think the following goals should be a top priority, secondary priority, or not a priority by the City during the next four years?Labels for values less than 3% not shown. Provide support services for people to start new 28 improvement areas (74%) REPORT | for lifestage lifestage (74%) neighbourhoods 34 (64%); those with - Higher among:Those living in suburban areas (72%) and older neighbourhoodsSouth Kitchener (73%)Those with higher levels of education and household income; Ward 5 residents (80%); those in suburban Those 18lower levels of education and household incomeYounger adults (47%); those in northwest Kitchener (46%); residents of older (44%) 2018 COMPASS K SURVEY 69%69%69% CITY OF KITCHENER 56% VARIATIONS BY SUBGROUP 40% 34 are more likely to want the City to - % top priority Kitchener Kitchener new businesses Attract new business development FUTURE PRIORITIES Younger adults age 18provide support services for new businesses and encourage more downtown development.Q13. Looking to the future, do you think the following goals should be a top priority, secondary priority, or not a priority by the City during the next four years? Encourage more development downtown Provide support services for people to start Attract, develop and keep talented people in Support the success of existing businesses in REPORT | 2018 COMPASS K SURVEY CITY OF KITCHENER Neighbourhoods 30 time - REPORT | neighbourhoods Higher among:Men (31%); younger residents; those with higher levels of education and household income; fullworkers (27%); those in suburban areas (27%)Women (27%)Women (24%); those 65+ (28%); those with lower levels of education; Ward 8 (30%) residentsSouth Kitchener (16%)Residents of urban (11%)Men (17%) 2018 COMPASS K SURVEY 23% NEIGHBOURHOODS 22% 20% CITY OF KITCHENER making as key achievements of the - 13%13% 8% 2% decision (Unsure) (None of these) zones neighbourhood improvements Transit stops their neighbourhoods Increasing grants for neighbourhood Reducing the speed limit on roads in school Improving the Community Gardens Program MOST BENEFICIAL POLICY Residents point to planning around Rapid Transit stops and involving citizens in past four years.of the following items would you say has had the greatest benefit to Kitchener? Planning for new developments around Rapid Involving residents to make improvements in 31 improving the REPORT | for 13% 14% 15% 15% 18% (Unsure) 33% 39% 34% 46% 41% 2018 COMPASS K SURVEY Not a priority 52% 47% CITY OF KITCHENER 45% 42% 40% NEIGHBOURHOODS Secondary priority facilities the City neighbourhoods Top priority everything they need Create safer streets through traffic calming Create a stronger sense of community within FUTURE PRIORITIES More than one half of residents say developing walkable neighbourhoods is a top priority.Q15. Looking to the future, do you think the following goals should be a top priority, secondary priority, or not a priority Labels for values less than 3% not shown. Get more people to use existing City recreational Develop neighbourhoods where residents can walk to Build new recreation facilities in underserved areas of 32 improving the REPORT | for time workers (50%) - Higher among:Ward 10 residents (62%)Those 65+ (54%); those with lower levels of education and household income; residents of Wards 5 (59%) and 8 (61%)Those with lower levels of education and household income Those 65+ (51%)Part 2018 COMPASS K SURVEY by gender 54% CITY OF KITCHENER 52% 51% 50%50% 48% 47% 45% 42%42%42% VARIATIONS BY SUBGROUP 40% 39% 37% 36% Women Men % top priority Total recreational facilities underserved areas of the City within neighbourhoods Build new recreation facilities in Get more people to use existing City can walk to everything they need FUTURE PRIORITIES Women and older residents are more likely to want the City to implement traffic calming and build new recreation facilities in underserved areas.Q15. Looking to the future, do you think the following goals should be a top priority, secondary priority, or not a priority Create a stronger sense of community Develop neighbourhoods where residents Create safer streets through traffic calming REPORT | 2018 COMPASS K SURVEY CITY OF KITCHENER Infrastructure/Environment 34 64 (19%) REPORT | - 34); those - time - 49 (23%); those with - 2018 COMPASS K SURVEY Higher among:Workers and retired people; residents of Ward 6 (50%)Those age 35higher levels of education; residents of northwest Kitchener (21%).Women (19% vs. 12% among men)Men (18%); those age 50Younger adults (9% 18working full and partThose with lower levels of education 38% INFRASTRUCTURE/ENVIRONMENT CITY OF KITCHENER 17% 16% 14% 3% 7% 6% (Unsure) (None of these) technology protected bike lanes ponds and waterways City's roads, pipes and water mains Securing provincial funding for building Converting all of the streetlights to LED Developing plans to extend the life of the Reducing the risk of flooding from creeks, MOST BENEFICIAL POLICY Residents believe that planning to extend the life of roads, pipes and water mains has been the most significant infrastructure achievement of the past four years. Q16. As you may know, the following changes have taken place during the past four years in Kitchener. Which of the following items would you say has had the greatest benefit to Kitchener? Building more cycling and walking paths/trails 35 improvement REPORT | for 6% 6% 13% 14% 29% 34% (Unsure) 31% 38% 2018 COMPASS K SURVEY Not a priority 63% 59% 55% 48% CITY OF KITCHENER INFRASTRUCTURE/ENVIRONMENT Secondary priority transit Top priority weather and increasing temperatures Reduce the City's impact on the environment Encourage people to cycle, walk and use public FUTURE PRIORITIES top priority going forward, with a slightly smaller proportion prioritizing mitigation against the effects of climate change.Q17. Looking to the future, do you think the following goals should be a top priority, secondary priority, or not a priority by the City during the next four years?Labels for values less than 3% not shown. Improve the health of trees and forests in the City Protect the City from the risks of flooding, extreme 36 improvement REPORT | for Higher among: Residents of Ward 10 (76%); students, unemployed people, and those staying at home (74%)Lower levels of household income; among students, unemployed people, and those staying at home (71%); Ward 10 residents (69%)Women (59%); those with low household incomes (60% <$60K)Those with higher levels of education (55% of those with a university degree); students, unemployed people, and those staying at home (62%) 2018 COMPASS K SURVEY 65% 64% 63% 62% 60%60% 59%59% 55% 54% CITY OF KITCHENER $100K+ 52% 51% 48%48% 47%47% VARIATIONS BY SUBGROUP by household income $60K-$100K <$60K % top priority Total the City public transit temperatures extreme weather and increasing FUTURE PRIORITIES Those with lower incomes are more likely to support measures to improve the health of trees/forests and protect the City from the impacts of climate change.Q17. Looking to the future, do you think the following goals should be a top priority, secondary priority, or not a priority by the City during the next four years? Encourage people to cycle, walk and use Improve the health of trees and forests in Protect the City from the risks of flooding, Reduce the City's impact on the environment REPORT | 2018 COMPASS K SURVEY CITY OF KITCHENER Advice to Improve Kitchener 38 REPORT | 32% 2018 COMPASS K SURVEY 11% 8% 7%7% 3%3%3%3%3%3%3% 6% 2%2%2%2%2% 5%5%5% 4% CITY OF KITCHENER DK/NA Other* Nothing Provide affordable housing Continued emphasis on public safety Fight crimes/control drugs on the street More/better social services for low income families Make Kitchener more friendly/a better place to live Improve community/have more programs for them They are doing good job/keep doing the same thing Need recreational activities/entertainment in the city Improve accessibility around the city and to adjacent cities Maintain/increase parks/walk trails/bike lanes/green spaces Lower the taxes/do not tax us for failure projects like the LRT Improve traffic by widening the roads/solve traffic congestion ADVICE TO IMPROVE KITCHENER Residents offer a very wide range of suggestions to make Kitchener a better place to live; many of which pertain specifically to improving green spaces and public transit. Q18. What is one thing that the City can do to make Kitchener a better place to live? 39 REPORT | clean. Have more parks. Have more a waste of money and they don't listen to the really important, developing and maintaining, building and sustaining affordable problem with drug users using needles and just discarding them on the ground. They should look into safe injections sites, medical and counselling the public. Especially in neighborhoods that do encouraging environment, encouraging small business to succeed, attracting people who have different creative 2018 COMPASS K SURVEY CITY OF KITCHENER How to Interpret: represent groupings of themes colours Occurrence Network - encourage manufacturing of fixing the pipes and water mains. This winter we had problems of burst pipes and we do conditions, make it easier for people to get involvement for the citizens. Listen and don't just go ahead and do something that most of better place to live, access in terms of trails and bike between Kitchener and Toronto. Extension of the Ion system into Co Different Lines between words mean these words are often used togetherWords used more frequently appear in larger circles ADVICE TO IMPROVE KITCHENER REPORT | 2018 COMPASS K SURVEY CITY OF KITCHENER Conclusions and Recommendations 41 REPORT | ranked priority - 2018 COMPASS K SURVEY CITY OF KITCHENER Although the majority of Kitchener residents are satisfied with how the City is performing, those with lower levels of education and household income is heading in the right direction. While this finding is consistent with data from other municipal research, it highlights that those with a lower optimism and satisfaction expressed by the majority of residents.Today, Kitchener residents are slightly less likely to say that they receive good value for their tax dollars than in 2013. The highestamong residents (particularly among those in lower SES households) is to keep tax levels affordable. Residents also express strong support for improving communication about important issues, as well as using plain language to inform residents about the budget/spending. These findings indicate the City should clearly demonstrate that it is spending effectively. Residents perceive the City of Kitchener to be performing relatively well: satisfaction with the municipal government has increased during the past five years, and an increasing proportion of Kitchener residents feel the City is heading metrics is also slightly higher than for other municipalities in the Greater Golden Horseshoe Region (GGHR).The City of Kitchener can improve how it communicates regarding spending, as this is an area where there is both a clear appetite for more information as well as high expectations that the City will manage spending carefully. CONCLUSIONS/RECOMMENDATIONS 42 REPORT | CONTINUED 2018 COMPASS K SURVEY . CITY OF KITCHENER city transit, as well as planning for new - neighbourhoods oriented city. Not only is public transit regarded as the top - recognized accomplishments of the past four years) while also enhancing Although economic development is a lower priority today than in 2013, residents are very likely to prioritize key economic initiatives, including attracting investment, supporting existing businesses and retaining skilled and talented people. While providing support services for new businesses and encouraging more downtown development are lower priorities among the overall population, these initiatives are more likely to be supported by younger residents.Kitchener residents are also likely to highlight securing a provincial commitment to improve interdevelopments along Rapid Transit stops as key accomplishments of the past four years. Although a small number of residents express complaints regarding the new LRT, these findings suggest that a significant proportion of residents support efforts to design communities where people are less reliant on private vehicles. - infrastructure renewal (which is both the top strategic priority and one of the mostboth environmental protection and economic development. Kitchener residents also express strong support for the notion of developing a more walkable, transitissue among Kitchener residents, but a majority of citizens want the City to prioritize developing walkable CONCLUSIONS/RECOMMENDATIONS REPORT | 2018 COMPASS K SURVEY CITY OF KITCHENER Appendix A:Demographic Profile 44 REPORT | c phi Ward 1: 10%Ward 1: 10%Ward 2: 12%Ward 2: 12%Ward 10: 12%Ward 10: 12% 33% Northeast: 2018 COMPASS K SURVEY 33% South: Region/Ward Ward 3: 9%Ward 3: 9%Ward 4: 8%Ward 4: 8%Ward 5: 7%Ward 5: 7%Ward 6: 10%Ward 6: 10% 32% Northwest: Ward 7: 10%Ward 7: 10%Ward 8: 11%Ward 8: 11%Ward 9: 12%Ward 9: 12% CITY OF KITCHENER 46%47% 6% 1% Urbanity (PRIZM*) Urban (U) Exurban (E) Other (R, T) Suburban (S) classification system, and are based on the postal code provided by respondents when they completed the survey. DEMOGRAPHIC PROFILE 45 48% REPORT | 25% 12% 5%5% 2% ΫЌі ƩĻŅǒƭĻķ Employment Male 49% Retired Student Unemployed Working full-time 2018 COMPASS K SURVEY Working part-time Gender e 51% Femal 18% 15%15% 12% 11% 10% Householdincome CITY OF KITCHENER ΫЊВі ƩĻŅǒƭĻķ <$40K $150K+ 32% $40K-$60K$60K-$80K $80K-$100K 26% 25% $100K-$150K 18% 65+ Age 23% 18-3435-4950-64 21% 19% 18% 9% 8% ΫЋі ƩĻŅǒƭĻķ Education Some university Completed Completed Some community High school or less undergraduate degree Completed community DEMOGRAPHIC PROFILE REPORT | 2018 COMPASS K SURVEY CITY OF KITCHENER Appendix B:PRIZM Mapping 47 REPORT | 2018 COMPASS K SURVEY CITY OF KITCHENER 18 segments found in the City. - Each DA highlighted in the map shows the PRIZM segment that is most likely to be predominant within that area (DAs will include multiple PRIZM segments) The map on the following page identifies where different PRIZM segments are most likely to be located within the City of Kitchener.The results are analyzed at the Dissemination Area (DA) level, which is the smallest geographic unit used by Statistics Canada. Dissemination areas have a population of approximately 400 to 700 people.A total of 32 of the 68 available PRIZM segments are found in Kitchener. The following map highlights the top DETAILS REGARDING THE PRIZM MAP 48 REPORT | Single City Jazz (11.5%)Heritage Hubs (7.1%)Second City Retirees (7.0%)Home Sweet Rows (4.9%)Suburban Scramble (4.9%)Striving Startups (4.5%)Kids & Careers (3.3%)Satellite Burbs (3.2%) Serenity Springs (3.2%)Trucks & Trades (3.2%)Young & Connected (2.9%)Silver Linings (2.8%)Our Time (2.7%)Street Scenes (2.1%)Fresh Air Families (2.0%)Aging in Suburbia (1.9%) Pets + PCs (7.4%) - Top PRIZM5 Categories56 63 16 15 26 42 50 52 06 09 54 37 65 29 39 12 24 22 Other (17 segments, 16.7%)Industrial AreaWard Boundary 2018 COMPASS K SURVEY CITY OF KITCHENER For more information regarding the composition of the PRIZM segments, please visit: http://www.environicsanalytics.ca/PRIZM5 PRIZM SEGMENTS WITHIN KITCHENER 49 REPORT | 2018 COMPASS K SURVEY ЋЉЊА͵ƦķŅ Ώ ƭƓğƦƭŷƚƷƭ Ώ CITY OF KITCHENER ƭǒƦƦƚƩƷΉƦƩźǩƒЎ Ώ ƭƚǒƩĭĻΉŷĻƌƦ Ώ ) ) st nd : Young: Families Single City Jazz (1 Urbanity: UrbanLifestageKitchener household count: 10,859Percentage of Kitchener Households: 11.5%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Њ͵ЍіΜ Most likely to reside in: Wards 3, 6, 8, 9, 10Average Household Income (Canada): $51,683Urbanity: UrbanLifestageKitchener household count: 8,322Percentage of Kitchener Households: 8.9%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Ќ͵ЎіΜ Most likely to reside in: Wards 8, 9, 10Average Household Income (Canada): $64,713 ŷƷƷƦʹΉΉǞǞǞ͵ĻƓǝźƩƚƓźĭƭğƓğƌǤƷźĭƭ͵ĭğΉķƚĭƭΉķĻŅğǒƌƷ 56 63 /ƚƒƦƌĻƷĻ ķĻƭĭƩźƦƷźƚƓƭ ƚŅ twLa ƭĻŭƒĻƓƷƭ ĭğƓ ĬĻ ŅƚǒƓķ ğƷʹ PRIZM SEGMENT CHARACTERISTICS 50 REPORT | CONTINUED 2018 COMPASS K SURVEY ЋЉЊА͵ƦķŅ Ώ ƭƓğƦƭŷƚƷƭ Ώ CITY OF KITCHENER ƭǒƦƦƚƩƷΉƦƩźǩƒЎ Ώ ƭƚǒƩĭĻΉŷĻƌƦ Ώ ) ) th rd : Families: Families Pets and PCs (3Heritage Hubs (4 Urbanity: SuburbanLifestageKitchener household count: 6,969Percentage of Kitchener Households: 7.4%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Ћ͵АіΜ Most likely to reside in: Wards 2, 4, 5Average Household Income (Canada): $137,272Urbanity: SuburbanLifestageKitchener household count: 6,743Percentage of Kitchener Households: 7.1%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Њ͵АіΜ Most likely to reside in: Wards 2, 4, 5, 7Average Household Income (Canada): $121,309 -- ŷƷƷƦʹΉΉǞǞǞ͵ĻƓǝźƩƚƓźĭƭğƓğƌǤƷźĭƭ͵ĭğΉķƚĭƭΉķĻŅğǒƌƷ 16 15 /ƚƒƦƌĻƷĻ ķĻƭĭƩźƦƷźƚƓƭ ƚŅ twLa ƭĻŭƒĻƓƷƭ ĭğƓ ĬĻ ŅƚǒƓķ ğƷʹ PRIZM SEGMENT CHARACTERISTICS 51 REPORT | CONTINUED 2018 COMPASS K SURVEY ЋЉЊА͵ƦķŅ Ώ ƭƓğƦƭŷƚƷƭ Ώ CITY OF KITCHENER ƭǒƦƦƚƩƷΉƦƩźǩƒЎ Ώ ƭƚǒƩĭĻΉŷĻƌƦ Ώ ) ) th th : Older: Families Home Sweet Rows (6 Second City Retirees (5 Urbanity: SuburbanLifestageKitchener household count: 6,642Percentage of Kitchener Households: 7.0%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Ћ͵ЉіΜ Most likely to reside in: Wards 1, 6, 7, 8Average Household Income (Canada): $100,147Urbanity: SuburbanLifestageKitchener household count: 4,670Percentage of Kitchener Households: 4.9%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Њ͵ЎіΜ Most likely to reside in: Wards 6, 7, 8Average Household Income (Canada): $81,832 - ŷƷƷƦʹΉΉǞǞǞ͵ĻƓǝźƩƚƓźĭƭğƓğƌǤƷźĭƭ͵ĭğΉķƚĭƭΉķĻŅğǒƌƷ 26 42 /ƚƒƦƌĻƷĻ ķĻƭĭƩźƦƷźƚƓƭ ƚŅ twLa ƭĻŭƒĻƓƷƭ ĭğƓ ĬĻ ŅƚǒƓķ ğƷʹ PRIZM SEGMENT CHARACTERISTICS 52 REPORT | CONTINUED 2018 COMPASS K SURVEY ЋЉЊА͵ƦķŅ Ώ ƭƓğƦƭŷƚƷƭ Ώ CITY OF KITCHENER ƭǒƦƦƚƩƷΉƦƩźǩƒЎ Ώ ƭƚǒƩĭĻΉŷĻƌƦ Ώ ) th ) th : Young: Young Suburban Scramble (7Striving Startups (8 Urbanity: SuburbanLifestageKitchener household count: 4,652Percentage of Kitchener Households: 4.9%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Њ͵ЏіΜ Most likely to reside in: Wards 3, 4, 5Average Household Income (Canada): $78,893Urbanity: UrbanLifestageKitchener household count: 4,220Percentage of Kitchener Households: 4.5%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Њ͵ЌіΜ Most likely to reside in: Wards 1, 9, 10Average Household Income (Canada): $66,725 ŷƷƷƦʹΉΉǞǞǞ͵ĻƓǝźƩƚƓźĭƭğƓğƌǤƷźĭƭ͵ĭğΉķƚĭƭΉķĻŅğǒƌƷ 50 52 /ƚƒƦƌĻƷĻ ķĻƭĭƩźƦƷźƚƓƭ ƚŅ twLa ƭĻŭƒĻƓƷƭ ĭğƓ ĬĻ ŅƚǒƓķ ğƷʹ PRIZM SEGMENT CHARACTERISTICS 53 REPORT | CONTINUED 2018 COMPASS K SURVEY ЋЉЊА͵ƦķŅ Ώ ƭƓğƦƭŷƚƷƭ Ώ CITY OF KITCHENER ƭǒƦƦƚƩƷΉƦƩźǩƒЎ Ώ ƭƚǒƩĭĻΉŷĻƌƦ Ώ ) ) th th : Families: Families Kids & Careers (9Satellite Burbs (10 Urbanity: SuburbanLifestageKitchener household count: 3,132Percentage of Kitchener Households: 3.3%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Ћ͵ЍіΜ Most likely to reside in: Wards 1, 2, 4, 7Average Household Income (Canada): $171,043Urbanity: ExurbanLifestageKitchener household count: 3,064Percentage of Kitchener Households: 3.2%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Ћ͵БіΜ Most likely to reside in: Wards 1, 2, 4Average Household Income (Canada): $147,122 ŷƷƷƦʹΉΉǞǞǞ͵ĻƓǝźƩƚƓźĭƭğƓğƌǤƷźĭƭ͵ĭğΉķƚĭƭΉķĻŅğǒƌƷ 6 9 /ƚƒƦƌĻƷĻ ķĻƭĭƩźƦƷźƚƓƭ ƚŅ twLa ƭĻŭƒĻƓƷƭ ĭğƓ ĬĻ ŅƚǒƓķ ğƷʹ PRIZM SEGMENT CHARACTERISTICS 54 REPORT | CONTINUED 2018 COMPASS K SURVEY ЋЉЊА͵ƦķŅ Ώ ƭƓğƦƭŷƚƷƭ Ώ CITY OF KITCHENER ƭǒƦƦƚƩƷΉƦƩźǩƒЎ Ώ ƭƚǒƩĭĻΉŷĻƌƦ Ώ ) th ) th : Older: Families Serenity Springs (11Trucks and Trades (12 Urbanity: TownLifestageKitchener household count: 3,027Percentage of Kitchener Households: 3.2%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Ћ͵ЎіΜ Most likely to reside in: Wards 1, 10Average Household Income (Canada): $77,040Urbanity: SuburbanLifestageKitchener household count: 3,005Percentage of Kitchener Households: 3.2%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Њ͵ВіΜ Most likely to reside in: Wards 6, 7, 8Average Household Income (Canada): $118,370 ŷƷƷƦʹΉΉǞǞǞ͵ĻƓǝźƩƚƓźĭƭğƓğƌǤƷźĭƭ͵ĭğΉķƚĭƭΉķĻŅğǒƌƷ 54 37 /ƚƒƦƌĻƷĻ ķĻƭĭƩźƦƷźƚƓƭ ƚŅ twLa ƭĻŭƒĻƓƷƭ ĭğƓ ĬĻ ŅƚǒƓķ ğƷʹ PRIZM SEGMENT CHARACTERISTICS 55 REPORT | CONTINUED 2018 COMPASS K SURVEY ЋЉЊА͵ƦķŅ Ώ ƭƓğƦƭŷƚƷƭ Ώ CITY OF KITCHENER ƭǒƦƦƚƩƷΉƦƩźǩƒЎ Ώ ƭƚǒƩĭĻΉŷĻƌƦ Ώ ) th ) th : Younger: Older Young & Connected (13Silver Linings (14 Urbanity: UrbanLifestageKitchener household count: 2,731Percentage of Kitchener Households: 2.9%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Њ͵ЊіΜ Most likely to reside in: Wards 6, 8Average Household Income (Canada): $46,502Urbanity: UrbanLifestageKitchener household count: 2,618Percentage of Kitchener Households: 2.8%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Љ͵ВіΜ Most likely to reside in: Wards 9, 10Average Household Income (Canada): $65,078 ŷƷƷƦʹΉΉǞǞǞ͵ĻƓǝźƩƚƓźĭƭğƓğƌǤƷźĭƭ͵ĭğΉķƚĭƭΉķĻŅğǒƌƷ 65 29 /ƚƒƦƌĻƷĻ ķĻƭĭƩźƦƷźƚƓƭ ƚŅ twLa ƭĻŭƒĻƓƷƭ ĭğƓ ĬĻ ŅƚǒƓķ ğƷʹ PRIZM SEGMENT CHARACTERISTICS 56 REPORT | CONTINUED 2018 COMPASS K SURVEY ЋЉЊА͵ƦķŅ Ώ ƭƓğƦƭŷƚƷƭ Ώ CITY OF KITCHENER ƭǒƦƦƚƩƷΉƦƩźǩƒЎ Ώ ƭƚǒƩĭĻΉŷĻƌƦ Ώ ) th ) th : Older: Younger Our Time (15Street Scenes (16 Urbanity: SuburbanLifestageKitchener household count: 2,575Percentage of Kitchener Households: 2.7%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Њ͵ЍіΜ Most likely to reside in: Wards 2, 10Average Household Income (Canada): $80,500Urbanity: UrbanLifestageKitchener household count: 2,031Percentage of Kitchener Households: 2.1%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Њ͵АіΜ Most likely to reside in: Wards 8, 9, 10Average Household Income (Canada): $121,368 ŷƷƷƦʹΉΉǞǞǞ͵ĻƓǝźƩƚƓźĭƭğƓğƌǤƷźĭƭ͵ĭğΉķƚĭƭΉķĻŅğǒƌƷ 39 12 /ƚƒƦƌĻƷĻ ķĻƭĭƩźƦƷźƚƓƭ ƚŅ twLa ƭĻŭƒĻƓƷƭ ĭğƓ ĬĻ ŅƚǒƓķ ğƷʹ PRIZM SEGMENT CHARACTERISTICS 57 REPORT | CONTINUED 2018 COMPASS K SURVEY ЋЉЊА͵ƦķŅ Ώ ƭƓğƦƭŷƚƷƭ Ώ CITY OF KITCHENER ƭǒƦƦƚƩƷΉƦƩźǩƒЎ Ώ ƭƚǒƩĭĻΉŷĻƌƦ Ώ ) ) th th : Families: Families Aging in Suburbia (18 Fresh Air Families (17 Urbanity: ExurbanLifestageKitchener household count: 1,858Percentage of Kitchener Households: 2.0%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Ћ͵АіΜ Most likely to reside in: Wards 1, 6, 7Average Household Income (Canada): $113,003Urbanity: SuburbanLifestageKitchener household count: 1,844Percentage of Kitchener Households: 1.9%ΛtĻƩĭĻƓƷğŭĻ ƚŅ /ğƓğķźğƓ ŷƚǒƭĻŷƚƌķƭʹ Ћ͵ЋіΜ Most likely to reside in: Wards 2, 6, 7Average Household Income (Canada): $111,235 - ŷƷƷƦʹΉΉǞǞǞ͵ĻƓǝźƩƚƓźĭƭğƓğƌǤƷźĭƭ͵ĭğΉķƚĭƭΉķĻŅğǒƌƷ 24 22 /ƚƒƦƌĻƷĻ ķĻƭĭƩźƦƷźƚƓƭ ƚŅ twLa ƭĻŭƒĻƓƷƭ ĭğƓ ĬĻ ŅƚǒƓķ ğƷʹ PRIZM SEGMENT CHARACTERISTICS 58 REPORT | %1.5%1.5%1.5%1.4%1.4%1.4%1.4%1.3%1.3%1.2%0.6%0.5%0.5%0.4%0.4%0.3%0.2% 2018 COMPASS K SURVEY NOT MAPPED Households 1,4641,4441,3751,3531,3321,3251,2851,2571,2501,121543474465355344261229 CITY OF KITCHENER (Urban, Older) Multiculturals Rise Renters (Urban, Younger) - Sunset Towers (Urban, Older)Grads & Pads (Urban, Younger)Metro New World Symphony (Urban, Families)Newcomers Rising (Urban, Families)LowDiversity Heights (Suburban, Families)Traditional Town Living (Town, Families)Emptying Nests (Suburban, Older)Grey Pride (Urban, Older)Management Material (Suburban, Families)Aging & Active (Town, Families) Exurban Homesteaders (Exurban, Families)Exurban Wonderland (Exurban, Families) Urbane Villagers (Urban, Families)Boomerang City (Urban, Families)Suburban Success (Suburban, Families) -- Segment 66 38 2 28 31 43 68 8 14 47 4 10 36 17 19 18 51 ADDITIONAL PRIZM SEGMENTS - ¸ ΑǾ ΑΏΐΗȁ Introduction guides the work of the city by establishing strategic priorities and corresponding action items. This framework helps staff and council determine how to allocate tax revenues and public resources. These important decisions impact the people of Kitchener so the strategic plan must reflect the diverse interests of the community. The current 20152018 strategic plan will be refreshed for 20192022, the next term of Council, to ensure that the city remains focused on relevant priorities and forward-looking in its direction. Community engagement is essential to this process to ensure that any updates to the direction are s values and preferences. The City of Kitchener entrusts the Compass Kitchener citizen advisory committee with creating and leading public processes in community engagement to identify community priorities for each term of Council. Community priorities are one of the primary determinants of the recommended priorities and strategies that are included in the strategic plan. Compass Kitchener plays an essential role in ensuring that voices of the people of Kitchener are heard and reflected in these priorities. As well, against the strategic plan through . The integrity of the community priorities is essential to both the in the eyes of citizens. Process overview Compass Kitchener has worked with staff to develop a community engagement plan to discuss and build on the results of the Environics survey. This next phase of engagement will be carried out in the spring and summer 2018. These engagement activities will help Compass Kitchener determine community priorities, which are expected to be presented to Council in September (see Appendix A. Overview of Schedule). City staff will then assess the priorities and collaborate to identify potential desired outcomes and supporting actions, reconciling these with the mandate, resources and input of staff and council to establish a shared vision for Kitchener that can be operationalized within organizational constraints. A refreshed corporate strategic plan will then be brought forward for council consideration in 2019. Community engagement plan The community engagement process designed by Compass Kitchener reflects two key principles. First, engaging citizens in the strategic planning process will help the city understand the diversity of interests in the community and how to move forward on a path that includes us all. Page 1 of 5 Compass Kitchener Community Engagement Plan May 2, 2018. Second, citizens will feel more connected to a city that they have had a role in creating. The tactics for engagement must reflect these principles, which are aligned with the recently approved community engagement policy with respect to diversity/inclusion and transparency/closure for participants. Compass Kitchener recommends a two-phase approach to community engagement, with multiple tactics in each phase. The first phase establishes the high-level priorities of the community and emphasizes representation to ensure that a diversity of interests are reflected. The second phase will enrich our understanding of these priorities and develop supporting ideas. This phase will allow voluntary participation which will enable citizens to feel more connected to this process. Phase 1: Identify priorities The first phase of engagement began with the launch of a social media campaign on Facebook and Twitter to encourage participants to share high level thoughts in response to getting ready to update our strategic plan. What are 3 th opportunity for interested participants to get involved, but the focus for phase 1 is on obtaining comprehensive and representative indicators of community priorities. Thus, to ensure that the priorities identified reflect a diversity of interests, a representative survey was conducted by Environics Research. This approach ensures that the set of responses reflect the perspectives of varied demographic groups as well as sufficient representation by ward. The survey questions were developed based on input from Compass Kitchener and staff, and reflect the following goals: 1. Measure high-level indicators of public trust and satisfaction. 2. Capture any significant shifts in priorities for action for the next four years. The results from this process provide a foundation for a second phase of engagement to enable dialogue with the community based on voluntary participation. This next phase of engagement is intended to further understanding of the priorities revealed by Environics, but voluntary responses cannot alter or negate the responses obtained through a statistically-representative survey. Phase 2: Enhance understanding of identified priorities The second phase actively encourages participation under the , Your Say! (YKYS). This will enable those who are invested in particular topics of interest to be part of the process, which will support community acceptance of the final strategic plan. The goals for this phase are as follows: 1. Identify any new/different expected outcomes as the city works towards established priorities. 2. Generate ideas to make progress on expected outcomes. To remain focused on these goals, and build on learnings from the first phase of engagement, Compass Kitchener recommends that this phase should be topic-driven (e.g., environment, economy). Question Page 2 of 5 Compass Kitchener Community Engagement Plan May 2, 2018. styles will be designed to determine what participants expect or how they seethe citymoving forward. For example, in a previous community survey, respondents indicated that the environment is a priority for the City of Kitchener. To better understand expectations, Compass Kitchener can ask questions to determine what environmental sustainability means to residents. (e.g., encourage active transportation? support urban forestry? invest in sustainable infrastructure?) This type of engagement is well-suited to community input in that it allows people to contribute meaningfully based on questions that relate to their everyday lives. As well, it can be adapted to a number of tactics to provide convenient and practical ways for people to participate. The tactics recommended by Compass Kitchener for this phase reflect the following priorities of the committee: There must be more than one type of engagement tactic to accommodate different degrees of interest and availability to participate; Tactics must allow for simple, focused questions that allow participants to engage without having advanced understanding of strategic planning or municipal government. The social media campaign from the first phase will continue throughout the second phase with more focused questions. As well, Compass Kitchener recommends three additional engagement tactics: community focus groups; online idea generation and Compass Kitchener all-committees meeting. Compass Kitchener will play an active role in determining the topics, questions, and format for each of these initiatives. Community focus groups This tactic accommodates people with a preference for in-person dialogue over digital participation. These group conversations will be organized by topic which will allow participants to self-select based on personal interest. This will allow subject matter experts and highly engaged citizens to contribute their knowledge and values through a robust facilitated discussion. This may involve targeting specific partner stakeholder groups as well. Online idea generation Digital engagement opportunities support participation by individuals who do not have the availability to commit to focus groups. This type of engagement can be tailored to specific topics using different types of surveys or idea generation tools to allow multiple input opportunities in a convenient manner. Online engagement offers much greater flexibility and transparency, as results are directly visible to all. Compass all-committees meeting Compass Kitchener will host an all-members advisory committee meeting which will include a Your Kitchener, Your Say! facilitated discussion. This will enable collaboration across advisory committees, but members will be asked to participate on topics outside their area of expertise. This opportunity Page 3 of 5 Compass Kitchener Community Engagement Plan May 2, 2018. leverages a committed group of citizen volunteers and challenges them to be the voice of the citizen on a variety of topics. Implementation The first phase of engagement has concluded and the second phase of engagement is designed for implementation by Compass Kitchener during May-June 2018. The full schedule is available in Appendix A. This next Kitchener, Your Say! participation, analyzing and sharing results, and reporting back community priorities to Council in September. Staff will then collaborate to develop strategic priorities and supporting actions, with a final phase of community engagement tentatively scheduled for early 2019. This will allow the public to comment on the proposed direction to ensure that the community supports the strategic plan. Page 4 of 5 5 of 5 Page Feb Jan Dec Nov Oct Sep Aug Jul Jun May Apr Mar Feb Jan Dec Nov event/milestone and Council Major Compass KitchenerStaff Overview of schedule in with citizens - results e meeting Identify priorities Enhance understandingPresent priorities to CLT/Council Strategy Session committees - Phase 1: Social media campaignEnvironics surveyCouncil Phase 2: Social media campaign (continued)Community focus groupsOnline: idea generationAll Phase 3: Analys Phase 4: Develop priorities Phase 5: Council meeting Phase 6: Council and staff collaboration Phase 7: Final check Appendix A.