HomeMy WebLinkAbout1998-1218.SS.MINMINUTES FOR THE STUDY SESSION
ASHLAND CITY COUNCIL
December 18, 1998
CALL TO ORDER
Mayor Shaw called the meeting to order at 12:30 p.m. in the Civic Center Council Chambers.
IN ATTENDANCE
Councilors Laws, Rei& Hauck, Hanson, Wheeldon, and Councilor-elect David Fine were present. Staff present
included City Administrator Mike Freeman, Assistant City Administrator Greg Scoles, City Attorney Paul Nolte,
Administrative Services Director Dick Wanderscheid, Director of Community Development John McLaughlin, Director
of Electrical Utilities Pete Lovrovich, Director of Finance Jill Turner, Fire Chief Keith Woodley, Chief of Police Scott
Fleuter, and Telecommunications & Marketing Manager Ann Seltzer.
CITIZEN SURVEYS
Administrative Services Director Dick Wanderscheid introduced Tammy Scudder, of Scudder & Associates, who
had conducted this survey.
City Administrator Mike Freeman explained the agenda and gave a brief overview of how the citizen survey fits into
preparing for the upcoming strategic planning effort.
Scudder explained that the 1998 Community Attitude and Opinion Survey is to serve as a benchmark for similar
surveys in 1999 and 2000. Noted work with staff to determine what was really needed, and the fact that despite the
initial intention to use the previous survey for comparison, this benchmark study ended up not using many
comparisons.
Noted that sampling had been random, with the only criteria being that those surveyed were Ashland residents over
the age of 18.
tfighlighted six key objectives of this research effort: 1) Measure community satisfaction with quality of life in
Ashland. 2) Measure the level of satisfaction with the current level of key city services. 3) Determine the
community's view of city government and the city council. 4) Identify methods used to gather information about
the city. 5) Measure the level of use of RVTD bus service. 6) Explore the level of community awareness with
regard to the Ashland Fiber Network..
Explained findings of the study, objective by objective, beginning with the "quality of life" question. Noted that
based on the survey results, 30°,./o like Ashland for its small town atmosphere, 22% for its natural beauty, and 19%
for the nice people. 23% feel that life in Ashland has improved in recent years, and 58% feel that the city is moving
in the right direction. 52% feel that the city is responsive to community' needs. The three biggest issues identified
in the survey were water supply (37%), pacing of growth (37%) and traffic congestion (20%). 22% feel that life in
Ashland has gotten worse, and 30% feel things are on the wrong track. 57% feel the city is growing and developing
too fast.
Scudder commented on trends observed among those polled. Explained that demographic statistics were not done,
but that this may be needed in future surveys. Suggested that this might be handled by a question on which
elementary school district the respondent resides in.
Discussed research objective of measuring the community's satisfaction with the current level of city services. On
the plus side, 63% of those surveyed were satisfied with the overall level of services, less than 20% rated the
delivery, of any service as poor, 40% feel that their neighborhood is safer than it was 1-2 years ago, and 52% feel the
city is responsive in addressing the needs of the community and working on problems. The highest rated services
were ambulance, fire protection and electric.
Ashland City Council Study Session Minutes 12-18-98 1
Negative items for this objective included the fact that the quality of water service was not rated as high as on the
past survey, and is seen as on of the biggest issues. Maintenance of city streets received the lowest mean score
(3.46). Overall, there is room to improve the mean scores for all city services.
Explained that some citizens had not lived here long enough to rate all of the services, and are thus not included in
the scores.
With regard to the determination of how the community views the city government, 41% feel trust, 50% are
satisfied with the opportunity they have to give input to the city, 24% have attended a public meeting, 63% have
watched council meetings on cable access television, and 35% are willing to participate. % of those surveyed have
had contact with the city in the past year, and 86% rate city staff as highly courteous (highest response in survey).
74% rate the quality of work performed by city employees as good to excellent, and 4% rated it as excellent.
On the negative side of this item, 24% feel no trust in local government. Stated that there is room to educate the
community about how city money is being used. Discussed the possibility of pushing for a response to get beyond
the large number of responses that were neutral, but noted that this would eliminate the scale system used here.
Suggested that perhaps those areas with significant neutral response were areas where extra effort could be put forth
to improve services and/or educate the public.
Discussed citizen responses to possible future services such as the Ashland Fiber Network and "green energy".
Stated that the concept, and likely higher price, ofa ~green energy" alternative was explained during the survey.
Noted positive responses: that 66% of respondents would like Ashland to offer '~green energy" and 68% feel that
the city should develop solar power locally. 44% stated that they would be willing to pay more for "green energy",
72% were aware of the Ashland Fiber Network, and 58% identified cable television and cable modem connections
as some of the services to be offered. 17% had heard of the Fiber Network, but didn't know specifics.
However. while the majority liked the idea of green energy, 32% were unwilling to pay more for it. At least among
the sample, the feeling is that green energy should be optional rather than mandatory. Concerns were also expressed
regarding weather issues, as some felt that conditions were not optimal for development of solar energy in Ashland.
Scudder noted results relative to the use of RVTD transit service and perceived barriers to its use. On the plus side,
noted that 7% are frequent riders, and 3% car pool regularly. However, 23% feel that routes do not go near enough
to their home, school or work, and 23% have problems with the frequency or timing of the bus schedule. 79% of
those surveyed do not ride the bus in a typical month, and 13% of those would never consider riding. The biggest
barrier to using transit was the need to have a car available for errands. 20% identify traffic congestion as one of
the three biggest issues facing the city, and 60% find parking downtown difficult to extremely difficult.
It was noted that future surveys might ask about other modes of transportation, and specifically question the primary
reason for not using the bus. It was noted that in some cases, growth is perceived through the problems with traffic
congestion.
Scudder explained the responses that had indicated sources most commonly used to get information. Utility bills
were used by % of the sample as a source for obtaining information, and 70% of the sample rely on the city's web-
page. 65% of the sample households have a personal computer, and 78% of those have internet access. Scudder
also noted that roughly one quarter of those surveyed do not seek information, and newspapers are one of the least-
used sources of information.
Discussion of items for future surveys included suggestions to find out how children get to school, age, income,
party affiliation.
Ashland City Council Study Session Minutes 12-18-98 2
Fine questioned the refusal rate, and inquired whether a qualitative verification survey was necessary. Scudder
stated that there was a very high rate of responsiveness, emphasizing that data collection took only ten days. While
she did not have a refusal rate available, she could find this out with a little checking.
Reid expressed interest in finding out employment status, and whether people worked inside or outside of Ashland.
Discussed demographics. Fine questioned whether there was a need for statistical adjustment because 57% of
respondents were female.
Councilor Wheeldon suggested that Council may want to have another session for further discussion of these results
at a later date.
STRATEGIC PLANNING
Explained that this will look at the City's planning process.
Noted that meeting will begin at 6 p.m. on January 5~h by trying to identify issues from the surveys and what needs
to be done about them through the strategic planning workshops on January 29-30th.
The January 19~h meeting will look at how to relate these issues back to the Comprehensive Plan, looking at various
elements and identifying "gaps" (items not addressed, such as long term financing and long term organizational
vision). This will include a public hearing and a survey with comments taken for consideration by the council on
January 29'~.
Noted that the January 27d study session will look at board/commission surveys, review the workshop agenda and
begin to map out the budget process. For January 29'h strategic planning, have identified three tasks: to develop a
value statement, work on the vision statement, and work on short, middle and long term strategies to address goals.
On February 2"d, statements from workshop will be adopted so that the budget process for the next fiscal year can be
tied to the strategic plan as much as possible. Noted that the will enable the city to test values, visions and planning
and prepare for a more public process of strategic planning next year.
Freeman noted for Wheeldon that the budget process will begin around strategic planning if Council approves the
time directions set for strategic planning. Explained that a strategic plan will be the first building block, with the
budget process to start from this initial step. Discussed timing of the budget process, noting it would likely not be
able to begin prior to mid-March, and that April was a more likely date.
Discussion of the use of a facilitator for strategic planning. Freeman assured the Councilors that he had an
individual who is very accomplished from CDR Associates, out of Boulder, Colorado. Freeman asked whether
Council wants to use information from the boards and commissions, and Council consensus was that these surveys
should be used. Noted that surveys should identify the board or commission on which the respondent serves.
Concluded that there would be more public input for the strategic planning process next year, and that Council will
be receiving results from the employee surveys.
ADJOURNED
The meeting was adjourned at 1:55 p.m.
Submitted by Barbara Christensen, City Recorder/Treasurer
Ashland City Council Study Session Minutes 12-18-98 3