Marketing Trails in Green Spaces
Trailhead ConferenceJune 21, 2010
Donald May, Past PresidentParks and Recreation Ontario
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Agenda
1. Background to Benefits
2. Context and Process for Research
3. Key Results in Parks and Recreation
4. Strategies and Implications for Ontario
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Benefits StudyPurpose and Objectives
1. Provide current Ontario specific base line data
2. Measure changes in behaviour, attitudes and perceptions of residents over past ten years
3. Enhance advocacy initiatives of PRO
4. Service to PRO members, stakeholders and communities
5. Demonstrate to partners and stakeholders the relevance of recreation and parks as a tool for community and social development
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Research Process
1. Ministry of Health Promotion support
2. Research Steering Committee
3. Replicates 1996 Study
4. Data Collection- Opinion Search-
Random Phone Survey
5. Representative Sample N=1056 +(-) 3%
6 Harper & Godbey: Analysis, Cross Tabs and Banners
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Key Research Questions
1. What effect does time use, pace of life and the value of leisure versus work have on the attitudes and perceptions of Ontario residents regarding the use and benefit of recreation and parks?
2. Who do Ontario residents rely on to provide recreation and parks services and what role do public, private and non-profit service providers play in the community recreation system?
3. What benefits do Ontario residents associate with the existence of local government parks and recreation departments?
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Key Research Questions
4. Are benefits perceived differently at the individual, household and community levels and what is their relative strength of importance?
5. What contribution does local government parks and recreation services make to improved health, mitigation of social problems, environmental protection and community development?
6. What effects would the removal of local parks and recreation services have on individuals, households and communities?
7. How much are people willing to pay for local parks and recreation services and how is this value related to the use of such services and their perceived benefits?
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Key Research Questions
8. What effect does socio-economic, demographic, reported health status, life satisfaction and happiness have on recreation participation, park use and perceived benefits?
9. What impact does poverty and disability have on the use and benefits of parks and recreation services?
10. What implications do the results of this study present for recreation service providers including local government authorities, private and non-profit sector agencies provincial government departments and Parks and Recreation Ontario?
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Time Use and Value of Recreation
Compared to five years ago, amount of time respondents have for recreation and leisure
More time now28%
Less time now35%
About the same amount
of time37% In 1996,
23% reported having more time33% same amount of time45% had less time
Alberta: 41% less Time (2007)
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How respondents feel about their time: How often they feel rushed
to do the things they have to do
Almost never21%
Only sometimes
49%
Always30%
In 1996,32% always felt rushed53% sometimes did, and15% almost never felt rushed
Alberta: 30% Always rushed
Pace of Life
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What is more important?: 2008 vs. 1996
31%
55%
14%
34%31%
34%
0%
10%
20%
30%
40%
50%
60%
70%
Work Leisure Both are equallyimportant
2008 1996
Work and Leisure
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Local Park Supply, Use & Benefits Analysis of Individual, Household & Community
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Distribution & Proximity
Is there a park, playground, or open space within walking distance of the house?
Yes85%
No15%
In 1996, 90% of respondents lived within walking distance of a park
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How often do you use your local park areas for any purpose?
32%
43%
25%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Frequently Occasionally Not at all
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Degree to which you feel you personally benefit from your local park areas
A great deal55%
Somewhat37%
Not at all8%
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Most important personal benefit from local parks
4%
4%
12%
14%
16%
18%
21%
0% 5% 10% 15% 20%
Nature conservation
Availability, alwaysthere
Access to nature
Open space
Relaxation andpeace
Exercise/fitness/getin shape
Place for kids to go
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Degree to which you feel your community as a whole benefits from your local park areas
A great deal73%
Somewhat25%
Not at all2%
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Most important benefit for community as a whole from local parks
3%
3%
3%
3%
3%
7%
9%
10%
10%
20%
23%
0% 5% 10% 15% 20% 25%
Access to sports/equipment
Availability, always there
Nature conservation
Pleasure, enjoyment, leisure
Tourism/attracts visitors
Socialize, be with people
Open space
Access to nature
Relaxation and peace
Exercise, fitness, conditioning
Place for kids to go
First response only, % of respondents who perceived any benefit
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Recreation Service Providers,Participation & Benefits
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Comparison of dependence on various sources for recreational activities
8%
14%
15%
17%
21%
34%
38%
15%
24%
56%
32%
45%
45%
45%
77%
62%
29%
51%
34%
21%
17%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Employer
School
Commercial facilities
Private clubs
Service/religious/communityclubs
Local government parks/services
Friends and family
A great deal Somewhat Not at all
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Have you started any new recreational activities in the past 12
months?
Yes21%No
79%
In 1996,29% of respondents had started a new activity
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Have you started any new recreational activities in the past 12
months?
Yes21%No
79%
What recreational activity orActivities have you begun?
21% Working out/exercising14% Skiing/x-country/snowboard8% Swimming7% Jog/run6% Team sports6% Walking5% Dancing5% Skating4% Tennis/badminton/squash4% Yoga/pilates
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Reasons for starting new activities in the past year
5%
8%
10%
15%
18%
19%
19%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Convenient/closeby/location
To try something new,different
Personal reasons /justwanted to
Friends
Improve health or stayhealthy
Family /children
Exercise /being moreactive
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Have you participated in any recreation or leisure activity that was sponsored by or took place in parks or
facilities managed by your local government?
Yes42%
No58%
What activities did you take part in?
35% Festivals & cultural events23% Swimming/water park10% Hockey10% Skating9% Soccer7% Working out/exercise6% Walking5% Baseball/softball5% Camping4% Hiking
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Most important benefit from participating in activities at facilities managed by local government
4%
5%
13%
14%
15%
29%
0% 5% 10% 15% 20% 25% 30% 35%
Available/always there
Relaxation
Improve healthcondition
Fun /entertainment
Socialize /meet people
Exercise /fitness /get inshape
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Have you participated in any recreation or leisure activity that was sponsored by or took place in parks or
facilities managed by your local government?
Yes42%
No58%
Why have you NOT participated?
23% Not enough time/busy23% Not at all interested16% Not aware of activities9% Participate in other activities7% Schedules not convenient6% Few activities/little variety provided5% Disability prevents participation4% Age (too old, or activities for younger)2% Lack of transportation2% Cost of activities2% Health reasons
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Most important benefit received from local government recreation facilities, even if respondents don't
participate
7%
7%
8%
10%
11%
13%
27%
0% 5% 10% 15% 20% 25% 30%
Community awareness
Gives people things todo
Improves quality of life
Fun, entertainment
Available for us to use
Exercise /fitness
Keeps kids busy /offthe streets
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Recreation Participation & Benefits: Community
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Most important benefit the community receives from having local government recreation services
5%
5%
9%
11%
13%
20%
21%
0% 5% 10% 15% 20% 25%
Available for us to use
Gives people things todo
Fun, entertainment
Community awareness
Improves quality of life
Exercise /fitness
Keeps kids busy /offthe streets
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Need for Recreation & Parks Services
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If there were no public parks, programs or facilities,effect this would have on respondents and their household
28% of respondents said there would be no effect. Of the 72% who said it would affect them and their household:
3%
3%
4%
4%
10%
11%
18%
19%
21%
0% 5% 10% 15% 20% 25%
Lose communityspirit/relations
Big /negative effect
Negative emotionalimpact
Go elsewhere foractivities
Less access tonature/outdoors
Boring place to live
No place for kids to go
Fewer options forexercise /fitness
Fewer options for fun/entertainment
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If there were no public parks, programs or facilities,what effect this would have on the community
5% of respondents said there would be no effect. Of the 95% who said there would be an effect on their community:
5%
6%
7%
10%
10%
12%
16%
24%
0% 5% 10% 15% 20% 25% 30%
Less access tonature/outdoors
Boring place to live
Negative impact oncommunity spirit
Increase crime /troublein community
Reduce quality of life
Fewer options forexercise /fitness
Fewer options for fun/entertainment
No place for kids to go
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Opinions, Attitudes & Strategic Issues
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Opinions and attitudes: Impact on Health and Health Care
6.4
5.6
1
2
3
4
5
6
7
Recreation participation contributes toan individual's health and well-being
Recreation participation will makepeople less reliant on the health care
system
StronglyAgree
StronglyDisagree
Neutral
(mean response)
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Opinions and attitudes: Impact on Crime and Vandalism
5.6 5.7
1
2
3
4
5
6
7
Recreation participation is a major factorin crime prevention
The availability of recreation programs,parks and facilities are important in
reducing crime and vandalism
StronglyAgree
StronglyDisagree
Neutral
(mean response)
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Opinions and attitudes: Impact on Quality of Life
6.36
1
2
3
4
5
6
7
Recreation participation is a majorcontributor to improved quality of life
Recreation programs, parks and facilitiesmake it easier for people to socialize and
feel included
StronglyAgree
StronglyDisagree
Neutral
(mean response)
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Opinions and attitudes: Impact on the Environment
6.3 6.2
1
2
3
4
5
6
7
Parks make an important contribution toquality of the environment
Recreation and parks facilities in mycommunity are environmentally friendly
StronglyAgree
StronglyDisagree
Neutral
(mean response)
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Opinions and attitudes: Impact on Children and Youth
6.5 6.4 6.3
1
2
3
4
5
6
7
Playgrounds and playfacilities are critical to our
children's development andwelfare
Recreation participation isan important way of
ensuring that children andyouth live healthy lifestyle
Recreation and parksfacilities encourage
children and youth to beactive
StronglyAgree
StronglyDisagree
Neutral
(mean response)
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Willingness to Pay for Recreation Benefits
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On average, people in Ontario pay about $150 per person annually in local taxes for recreation park services.
Are these services worth $150 per person per year?
81% YES19% NO
This is similar to the results of the 1996 study, in which 83% of respondents felt their recreation services were worth the average tax rate.
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On average, people in Ontario pay about $150 per person annually in local taxes for recreation park services.
Are these services worth $150 per person per year?
81% YES19% NO
If new or improved parks and recreation services were made available,
would you be willing to pay MORE?
Yes64% No
36%
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How should local government parks and recreation services be financially supported?
Mainly through taxes26%
Mainly through user fees
7%
Through an equal
combination of taxes and user
fees67%
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Satisfaction with quality of life
1%
1%
1%
2%
7%
6%
20%
34%
12%
18%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Extremely dissatisfied
Extremely satisfied
Mean rating=7.7
Alberta= 7.7
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Rating of general happiness
1%
1%
1%
1%
5%
4%
15%
35%
17%
20%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Extremely unhappy
Extremely happy
Mean rating=7.9
World Wide Happiness Study (2007). Max & Sterling1st Danes 8.2Canada 7.6USA 7.4Alberta 7.9
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Self-rated health, compared to others the same age
4%
11%
26%
35%
24%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Poor
Fair
Good
Very good
Excellent
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Does anyone in the household have a disability?
18% YES(N=180)
82% NO
19% Mental health disability81% Physical disability
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Does anyone in the household have a disability?
18% YES82% NO
Does this disability affect participation in local government recreation activities?
Yes72%
No28%
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Does anyone in the household have a disability?
18% YES82% NO
Does this disability affect accessibility to public parks?
Yes34%
No66%
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Highlights and Implications
• 8 out of 10 households make use of public parks
• 90% recognize that parks contribute to environmental stewardship
• Research provides support for evidence-based planning and decision making
• Benefits report is an advocacy tool• Allen Gregg 2007 – trails / green space• Challenge is keeping the “T” front and
centre in Government policy & funding
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Highlights and Implications
• Basis in 2010 municipal elections• Emerging in master plans / visions• Substantiates the Ontario
Community Recreation Policy• Aligns P and R with Public Health• Supports Ontario Charter• Basis for affordable access policy• Use 2015 to leverage legacies
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Aligning Legislation and Policy
MHP
Health Promotion & Protection Act
Tourism & Recreation Act
1987 Recreation Policy Statement
Public Health Recreation & Sport
Public Health Standards New Recreation Policy Statement
Healthy Communities Strategy
Healthy Eating
Recreation & Sport
Tobacco Substance Abuse
Mental Health
Injury Prevention
Municipal Act
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Policy Alignment with Benefits
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Repositions Recreation and Parks
• Important in “work-life” balance• Ontarians seek opportunities in
communities• Accessibility to everyone is fundamental• Ontarians benefit• Strong willingness to pay• Wider benefits understood• Public space vital to community health• Participation a key determinant of Q of L• Local services impact community and social
development
Where do we go from here?
• More research to quantify the benefits of recreation / open space /increased activity
• Collaboration
• Common messaging and strategies
• Recognize that changing society values is difficult
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