A Tale of Two Counties: San Mateo & Marin Visitor Use and Non‐Use Study
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On 3/16/17, the Bay Area Open Space Council convened its Almost Spring Gathering around the results and applications of visitor use studies between San Mateo & Marin County Parks. More about it at #OSCvisitors on Twitter, and http://openspacecouncil.org/community-events/gatherings/
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A Tale of Two Counties: San Mateo & Marin Visitor Use and Non‐Use Study
- 4. Sample Focus Group Questions Explored: • Frequency of park use/experience • Level of comfort within parks • Constraints/barriers to park access • Modes of obtaining park information • Fiscal and funding concerns • Environmental literacy • Program/facility suggestions • General suggestions for park managers
- 5. Focus Group Participants (n=74) Organization Location # Alliance for Community Empowerment (ACE) Pilipino Bayanihan Resource Center (Daly City) n = 12 One East Palo Alto East Palo Alto n = 11 Puente de la Costa Sur (“My Puente”) Pescadero n = 14 Siena Youth Center of the St. Francis Center North Fair Oaks Redwood City n = 11 Table 1. Focus group details Organization Location # Whistlestop (Senior Center) San Rafael n = 14 Health Hub Al Boro Community Center at Pickleweed Park, San Rafael n = 12 S M C M A R I N
- 6. 1. Park experience is meaningful, significant, and diverse/varied 2. Participants report positive experiences and perceptions of park staff 3. Some but minimal barriers & constraints were identified 4. Gaps in information & communication were reported San Mateo County Focus Group Results/Emerging Themes
- 7. • Parks are an important place to relax, relieve stress and improve mental wellbeing • Parks enhance physical health and both groups were motivated to visit parks as often as possible • Bilingual information very important • Transportation options lacking Marin County FG Results/Emerging Themes (cont’d)
- 8. Visitor Survey Objectives Gather and analyze information on visitor characteristics, trip purpose, planning and activities across parks, preserves and paths/trails Understand park visitor experience Understand visitor preferences, facilities/resources, willingness to pay fees Count and estimate number of visitors to parks SMC: surveyed at 20 sites | Marin: 17 sites
- 9. • Intercept/exit survey (intercepted visitor upon leaving) – adults only • SFSU provided training to surveyors (park staff) • Data collected using computer tablets loaded w/ survey Methodology – Intercept Survey • Systematic sample based on popularity of park/trail and time of day (every grp or every other) • Follow‐up survey (via link) sent 1‐week later
- 10. • Visitor counts: recorded all visitors exiting park during intercept survey periods Incentive provided for completion of onsite survey & follow‐up survey Intercept Survey & Counts (cont’d) • Survey periods – morning (7:30‐10:30am) afternoon (11:30‐2:30pm) evening (3:30‐6:30pm)
- 14. Marin Parks | Level of “Satisfaction”: Some small differences between all parks, all preserves and all paths 97.2% reported good or very good satisfaction! Satisfaction All Sites (%) Parks (%) Preserves (%) Paths (%) Very Poor 0.0% 0.0 0.0 0.0 Poor 0.2% 0.0 0.2 0.4 Neutral 2.6% 3.0 1.2 4.1 Good 19.9% 20.4 16.5 24.8 Very Good 77.3% 76.7 82.0 70.7
- 15. 95% of San Mateo County intercept survey respondents felt “safe or very safe”
- 16. Most important reasons respondent felt “unsafe or very unsafe” in Marin County Parks Reason Percent Count Dogs I encountered 20.0% 3 Wild animals 20.0% 3 Too few people 20.0% 3 I did not feel welcome 13.3% 2 Bikes on trail 13.3% 2 Scary people I encountered 6.7% 1 I felt vulnerable to attack 6.7% 1 Too many people 6.7% 1 Unsafe trail conditions 6.7% 1 Bugs and insects 6.7% 1 Lack of presence of park ranger/staff 6.7% 1 Other 40.0% 6 Total 25
- 18. Marin County issues reported (follow-up survey) Problem Total Respondents I did not have any issues of concern 38.2% Dogs off‐leash 16.6% Dog waste 15.9% Speeding bikes on trails 13.4% Lack of information about site’s fragile plant and animal habitats 10.2% Trail conflicts between users 8.9% Horses and/or their deposits on trails 7.0% Limited parking near site 5.7% Trash/litter at park site 5.1% Lack of public transit to sites 4.5% Unclean restrooms 4.5% Too many visitors at site 2.6%
- 19. Comparison: Stafford Lake Park & All Marin Parks Measure Stafford Lake Park All Marin County Parks/Preserves/Paths Percent Marin County resident 63.4% 76.7% Percent live within one mile of park 13.3% 50.4% Average number prior visits 19.4 visits 77.7 visits Percent Hispanic or Latino 9.9% 9.1% Percent speak language other than English 4.2% 6.9% Average age 39.1 years 50.1 years Percent bachelor’s degree or higher education 52.1% 72.4% Percent male 81.7% 49.2% Top three primary reasons for visit Bicycle, nature, exercise Hiking, nature, bicycle Percent dissatisfied with other visitors 2.9% 4.6% Percent felt unsafe at park/preserve/path 1.5% 2.3% Percent rated experience as very good 81.2% 77.3% Top three suggestions (other than “none”) Bikes, new facilities, access Trail, enforce, maintain
- 20. Comparing Visitor Demographics Across Counties Metric San Mateo County Marin County Percent female 48.5% 50.8% Percent Hispanic or Latino 11.7% 9.1% Percent White 75.4% 90.2% Percent Asian 18.3% 5.6% Percent Black/African American 1.4% 2.1% Percent speak language other than English at home 13.9% 6.9% Median age 50 years 49 years Live within 1 mile of park 37.2% 50.4% Median household income $100k - 124,000 $100k - 124,000 Percent bachelor’s degree or higher education 75.4% 72.4%
- 21. County Comparison: “Primary Reason For Visit” Primary Reason For Visit San Mateo Marin Improve my physical fitness 76.9% 75.2% To connect with nature 75.4% 64.3% Experience scenic views 70.8% 58.0% Improve my mental well being 66.3% 61.8% Convenient to where I live 58.7% 59.9% Be with family/friends 47.0% 41.4% Experience natural sounds and quiet 45.1% 31.9% Enjoy a safe environment 39.4% 35.7% Experience solitude 34.1% 32.2% Enjoy an affordable outing 29.6% 28.7% For recreation and play 25.0% 37.6% Learn about nature 18.6% 8.9% Learn about history & culture 5.7% 3.2%
- 22. County Comparison: Select Trail‐Based Activity Participation Trail Based Activity San Mateo Marin Walk/Hike 72.3% 63.8% Walk dog or pet 7.8% 20.2% Running or jogging 17.0% 8.6% Bike on paved trails 10.5% 9.1% Bike on unpaved trails 4.2% 10.7% Ride horses 0.4% 0.4%
- 23. Comparison of San Mateo & Marin Visitor Experience Indicators (Samples) San Mateo Marin Quality of experience at park (% “very good”) 79.4% 77.3% Satisfaction with other visitors (% “very dissatisfied”) 2.2% 1.0% How personally safe respondent felt (% “very unsafe”) 1.3% 1.3% Average group size 3.2 persons 1.9 persons Average number of visits in last year 52.7 visits 74.5 visits Primary reasons for visit Hike, jog, bike, walk dog Hike, nature, bike, walk dog Would like amenity or facility improvements 45.1% 41.4% Moderate/serious problems Bikes, limited parking, dogs Dogs off‐leash, bikes, lack info
- 24. Benefits, Applications, and Uses for Other Parks & Protected Areas • Help agency understand who visitors are, what they do, what they want, for different parks and overall • Comparison with other county/regional parks to show how an agency is unique or consistent • Provide perspective of “average park user” versus typical public meeting attendees • Learn about barriers & ways to break down • Test willingness to pay fees, and support for changes in programs, facilities, amenities for park planning • Use data to seek funding, PR purposes, work with user groups, park advocacy and beyond! • Focus groups and survey ‐ very applicable at other sites • Study methodology and reporting can be customized
- 25. Nina S. Roberts, Ph.D. Patrick Tierney, Ph.D. 415.338.2030 Thanks! Empower and Engage! The time is NOW